Y Combinator Startup Podcast Brand Design Tips From Linear Founder Karri Saarinen
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Jul 25, 2025 
Karri Saarinen, co-founder and CEO of Linear, shares his insights on building impactful brands. He discusses the balance between authenticity and polished aesthetics in early-stage startups, emphasizing effective messaging and user engagement. The conversation includes playful critiques of unique products like 'unreal milk' and branding strategies for companies targeting non-tech-savvy audiences. Karri highlights the importance of clear communication to improve engagement and conversion rates while maintaining brand personality through thoughtful web design.
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Authenticity Over Polishing Early
- Build your website to be authentic and true to your company's current stage.
- Avoid creating overly polished sites too early to set proper user expectations.
Linear's Minimal Early Website
- Linear's first website was simple and built in a couple of days to quickly capture interested users.
- It intentionally used faded product screenshots to build curiosity without overpromising.
Use Specific User Language
- Use specific language that directly resonates with your target users.
- Avoid vague terms like "work platform" early on and focus on clear product purpose.