ABOUT
What the heck is APEXD?
APEX /ˈāpeks/
Verb: in motor racing, taking a turn at optimal speed and angle, such that you maximize your position and velocity going into the next corner.
Racers who master Apexing win races, because they take the shortest, most efficient route on a racetrack at maximum speed while working with the feel and feedback from their car.
So if you APEXD a corner, you nailed the execution perfectly.
Colin Chapman, Far Left, Founder of Lotus
a little history...
Colin Chapman of Lotus believed that in addition to perfect apexs, you needed a reliable and predictable racecar. His mantra to building race winning steeds was Simplify, then add lightness.
His design philosophy focused on cars with light weight and fine handling instead of bulking up on horsepower and spring rates, which he famously summarised as "Adding power makes you faster on the straights. Subtracting weight makes you faster everywhere."
Under his direction, Team Lotus won seven Formula One Constructors' titles, six Drivers' Championships, and the Indianapolis 500 in the United States, between 1962 and 1978.
WHY this matters...
I founded Apexd by Design on Colin's racing principles, because I've seen them work over and over again in business. Just like a racecar, your business is a machine that doesn't respond well to sudden changes, and it's reliability is tied to the complexity of your processes.
By simplifying, then adding lightness through Brand Experience Strategy, you struggle less and grow faster, increasing your bottom line and increasing your customer fanbase.
It's proactively staying ahead of the trends, instead of perpetually reacting to the twists, turns, and changes of marketing tool fads and competition.
It's building a solid, reliable engine of customer loyalty, referrals and reputation so you can relax and enjoy the ride.
It's about designing your success at every turn.
A little
about Tish
In my free time I restore vintage Fiats, drive sportscars, collect beautiful design,
train in marksmanship sports, teach sewing lessons, volunteer for the Cat Care Society,
read (a lot), knit, sew, paint, rollerblade, and play chess, tabletop, card and role playing games.
I own two Bertone X 1/9's (1985 & 86), a 1975 Fiat 124 Spider with Abarth conversion,
and an '81 Toyota 4x4. I do most of my own mechanic work.
I'm claimed by a furry clan of cats, and one software engineer named Logan.
I've been a designer my whole life, though professionally since 1994, initially working in print design and eventually moving into print production management and web design. While working in the printing industry, I watched many epic failures of customers doing their own marketing, and decided I needed to do something about the lack of common sense in design and small business. So I started Apexd by Design, my Brand Experience Strategy business in 2015.
Small business owners are uniquely positioned to be able to dominate in their industry by stepping away from chasing their competition and focusing instead on the value they provide for their customers. Marketing may bring awareness to your brand, but it's the customer's experience during the buying journey that closes the sale and keeps them coming back for more. Through my design background and application of user research design methods, I strive to educate and elevate small businesses so they can be more effective with less effort.
The world is complex enough, it's time to simplify and look at business through the customer's perspective.
to put it simply,
I fix things that Suck.
I believe that fun & common sense are the secret weapons most businesses need to deploy for success.
By assessing your business through the eyes of your customers, we learn how your business fits naturally into their life and the long term goals they wish to achieve. This insight highlights the opportunities to reaching your customers when they are most receptive, and before they seek out your competition.
We position you as the obvious choice for their needs, showcasing your value beyond price or features.
I love Brand Experience Strategy because it's FLUID– The methods are solid and proven, yet quite flexible to solve a wide array of business spinouts. Market leaders looking to keep their edge know that if you invest in your customers, your only competition is yourself.
My goal is to get your business customer focused, putting you to the front of the pack quickly, simply, and enjoyably.
Success Awaits.
Let's RACE!
Without customers,
a business cannot exist.
Yet most businesses focus on
an inside out approach to developing
their products and services, leaving the
customer out of the equation.
where to find me
Business is about making connections, so if you are looking for courses that will build relationships, I'll be in these paddocks helping folks test & tune:
ABA - Applewood Business Association
Automezzi - A Celebration of Italian Motoring
Cat Care Society - volunteering
Denver Architectural Foundation events
DoCoMoMo Colorado Board member, Historic Preservationist
Historic Denver events
HISS Studio - my other business
IABA - Italian American Business Association
Localworks Midcentury Modern Home Tour
Rocky Mountain Fiat Lancia Club - organizer
Are you wondering...
What will
tish do next?
So am I.
Follow my newsletter on LinkedIn
and we'll both find out!
