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Everyone tells you that you need a startup logo, but nobody tells you how to make one. They just throw you to the metaphorical wolves, leaving you to learn the hard way about a whole universe of design terminology and tactics.

Forget everything you know about Microsoft’s Tay chatbot. It was a disaster, it didn’t work, the researchers behind it have likely all been fired or reassigned. In truth, it was a test of the Microsoft natural language processing algorithms, and it didn’t pass the test.

I have never used an app more than once that didn’t appeal to my eyes or one that made me think about how to use it. Design is just too important, and good design is a sure way that your app stays on your customer’s phone.