Market traction is hard when everyone is trying to ignore you. Somewhere between 85% and 95% of startups fail, and for the same reason: they aren’t able to attract the attention of the people they think of as customers. Based on deep experience with dozens of startups over 20 years, this 10-part series will teach founders, CEOs, and investors 10 things they can do to tilt the go-to-market odds in their favor.

This week, learn how maximizing a good design can amplify your message. Ultimately, design isn’t putting a wrapper on it, or making it pretty, or sleek. It’s about using what we know about our visual decisions to direct attention to where you can make a connection.