Design Better

Find the full episode and bonus content on our Substack: https://designbetterpodcast.com/p/etinosa-agbonlahor

For product teams at startups and established tech giants alike, finding the right pricing and value proposition often feels more like alchemy than science. It’s a high-stakes game of guesswork involving the complex psychology, shifting values, and ingrained behaviors of your customers. While it can take years of trial and error to dial in, our guest today is here to help us decode the pricing formula and understand the behavioral drivers that make a product indispensable.

Etinosa Agbonlahor is a behavioral economist and founder of Decision Alpha, a consultancy that helps businesses understand the psychology behind how people make financial decisions. She’s worked with organizations like Fidelity and Commonwealth Bank of Australia studying how people save, spend, and invest — and she’s turned those insights toward one of the trickiest challenges any business faces: pricing.

In this episode, Etinosa walks us through the cognitive shortcuts that shape how customers perceive value — from anchoring and the decoy effect to the surprising power of round numbers. She explains why pricing should be a conversation that starts early in product development, not an afterthought tacked on at launch. And she offers practical guidance for freelancers and studio owners who struggle with that uncomfortable moment of telling a client what they charge.

We even put her to work live on the show, walking through the Design Better membership page to diagnose what’s working and what we could improve. Her advice was immediate, specific, and — honestly — a little humbling.

Whether you’re designing a SaaS pricing page or figuring out how to raise your freelance rates without apologizing, this one’s packed with insights you can use right away.

Bio

Etinosa Agbonlahor is a behavioral economist and CEO of Decision Alpha, a behavioral firm that helps businesses understand what customers value and turn that into clearer pricing and growth.

Passionate about helping people reduce financial stress and live healthier financial lives, Etinosa brings over a decade of experience working across the U.S., Australia, Africa, and the U.K.

She has shaped financial wellbeing, engagement, and customer behavior strategies for global financial institutions, private businesses, and venture-backed startups.

Her work has been featured in MarketWatch, Morningstar, and other leading platforms, highlighting her focus on how behavior drives healthier financial outcomes.

Etinosa is the author of How to Talk to Your Parents About Money, a guide to navigating complex financial conversations.

Both Aarron and I are official Stranger Things nerds. We watched the show ourselves when they came out, and again when our kids were old enough. As children of the 80s, the way it captured that particular feeling of freedom — biking with friends through the neighborhood, the movies and music of the era — struck exactly the right balance of nostalgia: present enough to feel real, but never forced. For that, much of the credit goes to the writers. So, we were thrilled to get a chance to talk to one of the head writers for Stranger Things, Paul Dichter.

This is a preview of a premium episode. To hear the whole thing, head over to our Substack: https://designbetterpodcast.com/p/paul-dichter

We’d always wondered what actually happens in a writers’ room for a show like this. Heated debates? Storyboards and character maps to keep a sprawling plot straight? As we learned in this interview: yes to all of it. And in many ways, the writers’ room isn’t so different from the design studio — a place where creative ideas collide and combine, and when it’s working well, produce something greater than the sum of its parts.

Paul discusses the dynamics of the Stranger Things writers’ room, describing the diverse roles—from enthusiasts to skeptics—that drive creative teams. He explores the discipline of restraint in using 80s nostalgia and the balance between following systemic logic and knowing when to break the rules for a great idea.

There’s also a lot here about how story structure maps onto design work — the idea that every scene needs an engine, that meaningful change has to register at every level, and that the best creative decisions often come not from defending what you already know, but from sitting with a note you hate long enough to find what’s really underneath it.

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Premium Episodes on Design Better

This is a premium episode on Design Better. We release two premium episodes per month, along with two free episodes for everyone. Get a behind-the-scenes pass to every episode with The Roundup, where each week we bring you insights and actionable tactics from recent episodes.

Premium subscribers get access to the documentary Design Disruptors and our growing library of books. You’ll also get access to our monthly AMAs with former guests, ad-free episodes, discounts and early access to workshops, and our monthly newsletter The Brief that compiles salient insights, quotes, readings, and creative processes uncovered in the show.

And subscribers at the annual level now get access to the Design Better Toolkit, which gets you major discounts and free access to tools and courses that will help you unlock new skills, make your workflow more efficient, and take your creativity further.

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We’re all familiar with the tropes around innovation and how it starts. You just need a garage in Silicon Valley, a few geniuses and visionaries, maybe some good snacks. Our guests today help us debunk that myth.

Rich Braden and Tessa Forshaw wrote a book called Innovation-ish, and that little “-ish” is doing a lot of work. Rich Braden is a design strategist who’s taught innovation at Stanford and advised companies around the world. Tessa Forshaw is a cognitive scientist whose lab studies the psychology of creativity — why we lose it, and how we get it back.

In this conversation, we talk about why most innovation doesn’t have to be a moonshot — and why chasing moonshots might actually be holding your team back. We dig into the neuroscience of what Tessa calls “innovation hesitation,” the tiny amygdala response that makes us reach for certainty instead of possibility.

Bios

Tessa Forshaw

As a co-founder of the Next Level Lab at Harvard University, Tessa specializes in using cognitive science to develop creative and innovative potential in the workforce. She draws upon her academic research as a cognitive scientist and extensive background as a former designer at IDEO CoLAb and Accenture to turn the cognitive processes involved in design, creativity and innovation into practical insights that can be applied in the flow of work. These insights are also the foundations of what she teaches as a design educator at Stanford University and now Harvard University. Recognized for her impactful design projects, Tessa is the recipient of multiple design awards: a Fast Company Design Award for General Excellence, two Core77 Industrial Design Magazine Design Awards, and the Australian American Chamber of Commerce Innovation Awards.

Rich Braden

Rich Braden is the founder of People Rocket LLC, a strategic innovation firm based in San Francisco. With over 15 years of academic experience, Rich is a recognized thought leader in design thinking, leadership, and innovation. He is a design educator at renowned institutions including Harvard University, Stanford University, and London Business School, helping shape future leaders. As CEO of People Rocket, he works with clients such as Airbnb, Google, the United Nations, Microsoft, Coca-Cola, Starbucks, and Red Cross to drive strategic innovation and responsible AI solutions. Rich holds degrees in Computer and Electrical Engineering from Purdue University and resides in the San Francisco Bay Area.

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This ad-supported episode is available to everyone. If you’d like to hear it ad-free, upgrade to our premium subscription, where you’ll get an additional 2 ad-free episodes per month (4 total). Premium subscribers also get access to the documentary Design Disruptors and our growing library of books. New premium benefit: get a behind-the-scenes pass to every episode with The Roundup, where each week we bring you insights and actionable tactics from recent episodes.

You’ll also get access to our monthly AMAs with former guests, ad-free episodes, discounts and early access to workshops, and our monthly newsletter The Brief that compiles salient insights, quotes, readings, and creative processes uncovered in the show. And subscribers at the annual level now get access to the Design Better Toolkit, which gets you major discounts and free access to tools and courses that will help you unlock new skills, make your workflow more efficient, and take your creativity further.

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Luis Mendo is a Spanish-born illustrator based in Nagano, Japan, and his work is unmistakably, irreducibly human. His drawings are populated by bespectacled bird-like figures — part alter ego, part philosophical sparring partner — rendered with the kind of warmth and specificity that no prompt can summon.

There’s a hand behind every line, and you feel it. That’s not an accident. It’s a philosophy. Because as we talk about in the show, as non-human intelligence becomes cheaper, the human touch, and real, earned, interpersonal trust will become the rarest currency (to paraphrase Anu Atluru’s quote).

Luis’ path is anything but direct. After two decades as a successful art director and editorial designer in Amsterdam — building magazines, running teams, living inside meetings and inboxes — he took a sabbatical in Tokyo and never really came back. Not because the work dried up, but because he found something better: a life built around drawing, shaped by Japanese craftsmanship culture, and grounded in the shokunin ethic that says if you’re going to do a thing, you do it properly, all the way, no shortcuts.

Today Luis publishes his work through a membership site he built himself, on his own terms, on a platform he controls. He’s obsessed with making things worth keeping — including a beautifully crafted physical book he sweated every detail of, right down to standing at the press to get the colors right.

In a moment when so many of us are asking what creativity even means when machines can approximate it on demand, Luis has an answer: make things that carry your presence. Make things that could only come from you.

You can explore his work and join his community at mundomendo.com. Also, Luis has a special offer for Design Better listeners: get 20% off a membership to his site by visiting the link dbtr.co/mundomendo.

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Premium Episodes on Design Better

This is a premium episode on Design Better. We release two premium episodes per month, along with two free episodes for everyone. Get a behind-the-scenes pass to every episode with The Roundup, where each week we bring you insights and actionable tactics from recent episodes.

Premium subscribers get access to the documentary Design Disruptors and our growing library of books. You’ll also get access to our monthly AMAs with former guests, ad-free episodes, discounts and early access to workshops, and our monthly newsletter The Brief that compiles salient insights, quotes, readings, and creative processes uncovered in the show.

And subscribers at the annual level now get access to the Design Better Toolkit, which gets you major discounts and free access to tools and courses that will help you unlock new skills, make your workflow more efficient, and take your creativity further.

Upgrade to paid

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Today we have two guests from two different companies who have one shared conviction: AI works best when it amplifies people, not replaces them. Today we’re joined by Rachana Rele, VP of Product Design for AI-native products at Adobe, and David Shim, co-founder and CEO of Read AI. Together, they’re building very different products — but they share a vision of AI that removes the drudgery from creative work and makes room for the thinking that actually matters.

In this conversation, we dig into some ideas that could genuinely change how you think about your work. David talks about this concept of “storage of intelligence” — the idea that your knowledge, your meeting history, your working style could all be captured and made available as a kind of digital twin that keeps working even when you’re not in the room. And Rachana shares how Adobe is thinking about AI not as a one-shot creative output machine, but as a collaborative partner that helps teams break out of their own blind spots.

We also push them on the harder questions — the job anxiety that’s real right now in tech, the surveillance concerns that come with recording your work life, and where they each personally draw the line.

Bios

David Shim is Co-Founder and CEO of Read AI, an AI productivity platform focused on helping knowledge workers leverage the power of AI to improve how they collaborate, communicate, and get work done. The platform provides meeting insights, search, chat, and proactive recommendations for millions of professionals, integrating seamlessly with the tools teams already use. Read AI is pioneering the concept of the Digital Twin—AI that serves as a true extension of you, built on deep contextual understanding of how you work.

Today, Read AI is trusted by teams at 90% of the Fortune 500 and in the past year, was recognized as a Top 10 AI Vendor for Enterprises by Brex, a Top 50 AI App by a16z and Mercury, and named one of Inc.’s Top 16 Companies to Watch

Before founding Read AI, David served as CEO of Foursquare and previously founded Placed, which was acquired by Snap in 2017. In 2025, he was named CEO of the Year by Geekwire.

Rachana Rele

Rachana has spent 20+ years at the intersection of technology and human experience — figuring out not just what to build, but why it matters. At Adobe, she shapes the direction of new products, nurtures ideas from zero to something real, and helps early-stage businesses find their footing and grow.

She’s also a perpetual student — currently finishing an MBA at UC Berkeley’s Haas School of Business, with an M.Eng. in HCI from Clemson and a B.E. in Industrial Engineering from the University of Mumbai.