Good work is a core part of what makes a successful studio, to be sure, but even more important is marketing yourself—relentlessly. It’s my belief that at least a third of the investment and/or revenue of any new design studio should be devoted to getting great press coverage, creating attention-getting publications, running advertisements, sponsoring events—in short, creating insatiable excitement around the very idea of the studio. The only way to do great projects on the terms that you want is to make the possibility of working with you incredibly special to a prospective client. Khoi Vinh.