Before the logo

Most businesses come to a designer too early. They arrive asking for a logo and a website, and what they actually need is an answer to three questions nobody has made them sit down and answer: who is this for, what does it cost, and why would somebody pick it over the one down the road. Design cannot answer those questions. It can only express an answer that already exists — and where there is no answer, what gets expressed is a guess, dressed up well enough that nobody notices for a year. This course is the first two phases of how Covorn works, written so you can do them yourself. By the end you will have a one-page positioning statement, a price you can defend out loud, and a brief a designer can actually build from. It takes about two hours. It is not two hours of reading — each module ends with something to write down, and the writing is the course. A business that works through it properly comes out knowing things about itself it did not know on the first page.