Never Went To Business School

In this episode, we talk to Alber Armendáriz, co-founder of Armen + Max, about building a creative business that’s rooted in values, purpose, and transparency.
Alber shares how he went from studying engineering to building a creative career working with founders, helping them articulate what they stand for and why it matters. We talk about following your passions, navigating perfectionism, and learning to define success on your own terms instead of borrowing someone else’s version of it.
Website: www.armenmaks.com

In this episode, we talk with freelance illustrator Carina Lindmeier about her path from agency project management into a full-time freelance illustration career. Carina shares what it really looked like to leave a structured role behind, finding her style, and start taking her own creative work seriously.
We get into the power of personal projects, how they can lead to unexpected opportunities, and what actually helps when you’re trying to attract “dream clients” instead of just any job that pays. Carina also talks openly about networking, and the importance of community.

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In this episode, we talk with Katharina Luger, former managing director of Traktor, about her journey through the advertising industry and her recent exit from the agency. Together, we look at her path from creative roles into leadership, how Traktor built its distinct approach to advertising, and what it really means to lead creative teams through change, including the challenges of the pandemic years.
We also get into the realities of pricing creative work, building long-term client relationships, and how AI is shifting expectations in the industry. A big part of this conversation is about transitions: stepping away from a leadership position, rethinking identity beyond a company, and staying adaptable in a field that is constantly evolving.

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We break down the main things you should factor into your prices: creator factors like experience level and whether you are a solo freelancer or a team, commissioner factors like client size, funding stage, location and influence, and industry factors that change how much companies are willing to spend on design. We also talk about rush fees, discounts, payment provider fees and why most people forget to include them.

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In this episode, we break down how hourly pricing emerged from male dominated consulting models, why it rewards speed and constant availability, and how that harms women, especially mothers and anyone who cannot or does not want to sell 40 hours a week. We explore value based pricing as a feminist position that centers impact, insight and emotional labor instead of hours, and what it means for women to step into roles as strategists, decision makers and value definers without simply reinforcing the existing system.