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Why Good Design is Good for Business

With Bryan Zmijewski of Zurb

Good design is good for the bottom line

There’s no doubt now that good design drives awareness, engagement and sales, but how you get there can be like scaling everest. The attention to detail needed to achieve intricate design goals for your product and marketing is something that has led many brands to avoid even bothering with creating original and appealing branding materials and modern-looking websites.

But what if the creative collateral and coding needed to get a sleek digital presence wasn’t so difficult? Well, truth be told, it’s not — not since the likes of Zurb Founder and Chief Instigator Bryan Zmijewski have offered marketers of all experience and skill levels the tools and services needed to get to this point.

For nearly two decades, Bryan and his design consultation and software firm have helped a wide assortment of businesses, organizations, and entrepreneurs — everyone from Facebook and Netflix to Yahoo and Britney Spears — develop and implement designs that transformed public perception for the better and garnered the right kind of attention for their brands.

It’s Zurb’s two-pronged approach that Bryan helped put into place — aiding businesses who need exhaustive creative services they couldn’t fabricate on their own and who want to train their own staffs to collaborate internally and develop their own — that has made him a mainstay in the design sphere for years and made him an invaluable resource for businesses and personas looking to take their brands to the next level.

Bryan took the time to explain his philosophy behind countless different facets of marketing in this episode of the Craft of Marketing, including what it takes to bring on the right talent, the need to clearly communicate brand goals companywide, and how to get everyone on your team onboard with promoting the brand and its core message.

Listen in for an honest account of what marketing is all about. The tips, hacks and strategies that professionals share with each other but rarely talk about in public.


  • Sometimes, the hardest part of your marketing plan will be convincing team members it will work
  • A tactical, week-to-week marketing approach can be used instead of a long-term strategy — if structured well
  • Become heavily invested in what’s going on in your industry to develop a distinct content marketing plan
  • Everyone at your brand should be able to talk to a customer and understand their wants and needs
  • Customer service can’t be undervalued in your marketing scheme — it tees up your entire promotional plan
  • Getting your marketing staff in their “flow” can help them — and, in turn, your brand — thrive
  • You have to test potential hires in interviews to see if they know their stuff or can learn the requisite skills
  • Hiring introverts doesn’t mean you’re hiring people who can’t express themselves — quite the opposite, in fact



  • Launch a Beautiful Real Estate Website in Minutes for Only $10 Per Month
  • Contactually The Social CRM That Helps You Track All of Your Conversations on the Web

If you like this this show, subscribe to it on iTunes, and leave a review.

The feedback is super helpful for me and helps other people find the show. I actually read them. —- Thank You!

This is a labor of love, something I’ve done offline for decades and now get to share my curiosity with you. Thanks for listening to the show and to Bryan for being an amazing guest! Oh yeah, thank Bryan on Twitter, I know he’d appreciate it.

If you have any thoughts or suggestions about this episode, let me know, and if you like what I’m doing here, please share generously via the social media buttons on this page!      — Warmly, Seth