In this episode, I sit down with Paul and Jan, founders of Hyperfocus, to talk about building a design studio with intention in an industry that constantly pulls your attention in a hundred different directions.

We discuss how Hyperfocus was founded during a moment of uncertainty, and how that experience shaped their approach to work, culture, and decision-making. From the influence of skateboarding and street culture to working with international clients, they share how personal background often becomes the invisible foundation of strong creative systems.

A big part of the conversation centers on focus – not as a productivity trick, but as a philosophy. We talk about why brand and product should never be disconnected, how clarity improves collaboration, and why doing fewer things well often leads to better outcomes than chasing everything at once.

Paul and Jan also open up about imposter syndrome, leadership, and the emotional realities of running a studio. We explore how creative confidence evolves over time, how doubt never fully disappears, and why building healthy boundaries is just as important as building strong work.

The episode closes with reflections on AI, craft, and the future of design. Rather than replacing creativity, new tools are forcing designers to be more intentional, more thoughtful, and more human.

A grounded, honest conversation about focus, culture, and building a studio that lasts.