EPISODE 3
Thinking Like a Designer, Building Like a CEO
Featuring Hien Lam of Huck Finch and Grab Bag Studio
Hien Lam, co-founder of Huck Finch, a strategic design studio in Ypsilanti, joins us to talk about building a business with intention, the power of saying no, and creating a brand that resonates. Hien shares his unconventional career path from pre-med to design entrepreneur, and how travel has influenced his work and worldview. We also dive into client experience, pricing strategies, and why great design starts with strategy, not aesthetics.
"So much in life is knowing what you want but also knowing what you don't want...I never want to go to a workplace that requires me to wear a suit so I don't want customers like that."
-Hien
Key takeaways from this episode
Define success on your own terms. Growth doesn’t have to mean scaling up—Hien and his co-founder built a thriving business by staying intentionally small.
Strategy comes first. A strong brand or website isn’t just about aesthetics—it’s about aligning with business goals and making things easier for both the company and its users.
Know what to say no to. Saying no to the wrong projects, clients, or approaches is just as important as saying yes to the right ones.
Price with intention. Instead of arbitrary pricing, Hien reverse-engineers his rates based on profit margins and time tracking.
Client experience matters. Inspiration can come from unexpected places—like Michelin-star restaurants—where every detail is carefully crafted to create a seamless, memorable experience.
Iteration is key. Learning by doing, testing, and refining along the way will get you further than waiting for the perfect plan.
Show Notes & Resources
Chill Pill (Hien’s personal development blog)
Books & Thinkers Mentioned: James Clear (Atomic Habits), the Zingerman’s business model
Tools Used in Hien’s Workflow: Webflow, Figma, Google Sheets, Toggl
The French Laundry (The high-end dining experience that inspired Huck Finch’s client approach)