About Cole Cole Wehrle is one of the most innovative minds in board game design today. Cole is a partner at Leder Games , but best-known as the creator of Root , the woodland war game that redefined asymmetric play. Cole’s work reaches far beyond cute meeples and clever mechanics, with a background in history and a career in academia, Cole approaches game design as a way to explore systems of power, narrative ambiguity, and the complexity of human behavior. In this episode, Cole and I dive deep into the tension between control and chaos, discussing how historical research fuels good design, and why the best games ask players to grapple with uncomfortable truths. Whether you’re designing your first prototype or searching for deeper meaning in your work, this conversation will challenge you to think differently about what games can do. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe…

About Amy Amy Lowe is a marketer, strategist, and lifelong nerd whose career spans over two decades helping brands connect with audiences in meaningful ways. Though she’s worked across industries, Amy found her passion in the tabletop gaming space as the marketing and communications manager for the Game Manufacturers Association (GAMA). Now she’s bringing hard-won insights about brand strategy, customer research, and authentic positioning to help game publishers and designers not just sell more games—but build sustainable, trusted brands. In this episode, we explore why marketing isn’t just promotion but the vital bridge between your company and your community, how to identify your X factor, and why the courage to lean into your authentic voice is the key to long-term success. Whether you’re launching your first game or trying to grow a studio, Amy’s wisdom will give you a roadmap for connecting with players in real, human ways. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe…

About Derek Sivers Derek Sivers has worn many hats, musician, entrepreneur, author, and philosopher, but his work maintains a single throughline: a relentless pursuit of living deliberately. He first found success by founding CD Baby, an indie music platform that revolutionized digital distribution before he sold it for over $20 million and donated most of the proceeds. Since then, he’s become a bestselling author of books like Anything You Want , Hell Yeah or No , and Useful Not True , each filled with punchy, poetic wisdom earned from experience. In this episode, we explore how to treat your life like a design problem, why marketing is part of the art, and how vulnerability and weirdness aren’t liabilities—they’re the keys to resonance. Whether you’re building a company, making games, or just trying to figure out how to live a more meaningful life, this conversation will challenge your assumptions and invite you to take that first small but deliberate step. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe…

Dominic Crapuchettes is the founder of North Star Games and the designer of massive hits like Wits & Wagers , Say Anything , and the Evolution series—games that have sold over 4.5 million copies. In this episode, Dominic opens up about the rise and fall of North Star, from building a 30-person team and landing six SKUs at Target, to watching the company go bankrupt and eventually buying it back. He shares what he’s learned from those hard-won lessons, including how to build frothing fan communities, how to design with audience constraints in mind, and why brand and hook matter as much as gameplay. We also dive into his most ambitious project yet: Nature , a new modular game system launching at Gen Con that aims to bring the magic of collectible games to families and casual players alike. Whether you're a founder, designer, or someone trying to follow your passion while staying afloat, this is an episode you won’t want to miss. Think Like A Game Designer is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe…

CHECK OUT SHADOWS OVER SOLIS TODAY ON GAMEFOUND 5 Quick Lessons About Crowdfinding * Crowdfunding has changed : You need to bring your own audience and community. Success now requires months of preparation, including playtesting, reviews, and pre-launch marketing. * De-risk your campaign : Validate your product ahead of time (e.g., with digital play), use scalable local manufacturing, and print to order to reduce financial risk. * Offer meaningful, manageable exclusives : Make backers feel special with unique experiences or digital rewards that don’t overcomplicate fulfillment or inflate costs. * Lead with gratitude and humility : Crowdfunding is hard and full of uncertainty. Transparency, community connection, and willingness to own mistakes are vital for long-term support. * Build and contribute to community : Share not just your products, but your journey, learnings, and stories. That’s how you create lasting relationships and grow a global community around your games. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe…

Kohji Nagata has worn many hats—software developer, musician, podcast creator—but today he’s best known as Head of Design and co-founder of Parallel Studios, where he helped launch the massively successful Web3 trading card game Parallel. What started as a passion project has become a genre-defining phenomenon, valued at one point at half a billion dollars. Kohji approaches design from a deep philosophical place, wrestling with fear of failure, perfectionism, and the drive to always improve. In this episode, he and Justin explore the creative tension between success and self-doubt, dissect the mechanics of resource systems in TCGs, and dig into the role of AI in the future of game design. Whether you're an aspiring creator or a veteran designer, this conversation offers a rare window into the mind of someone building at the frontier of games and technology. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe…

About Dafna Pleban Dafna Pleban is a veteran comic book editor and narrative developer whose career spans over 15 years across original and licensed publishing. Best known for her work at BOOM! Studios, Dafna has overseen hundreds of issues, helping launch award-winning titles like Lumberjanes , Fence , Seven Secrets , and Goldie Vance . She’s worked with major creators including Tom Taylor, Mark Waid, and Kieron Gillen, and has shepherded beloved franchises such as Buffy the Vampire Slayer , Dune , Planet of the Apes , Star Trek , and Power Rangers . Dafna’s creative journey began at UCLA, where she majored in English after pivoting from microbiology and discovering her strengths lay in storytelling, not science labs. A lifelong comics fan, she broke into the industry through sheer hustle—running a podcast to score a press pass to Comic-Con, then turning that passion project into a marketing job at BOOM! and eventually into an editorial career. In this episode, Dafna reveals what it really means to be an editor in comics—from juggling creators and licensors to surviving the relentless pace of monthly publishing. We talk about the role of stress in the creative process, the economics behind launching a successful comic, and how great editors build trust, teams, and stories that resonate. Whether you’re looking to pitch your first comic or just want a glimpse behind the curtain of franchise storytelling, Dafna’s journey offers a masterclass in making creativity sustainable. Find Some of the Comic’s Dafna’s Worked on Here . This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe…

About Justin Ziran Justin Ziran is a veteran of the collectible and strategy games industry. He has decades of experience shaping some of the most successful brands in tabletop gaming. He began his career at Wizards of the Coast , where he played key roles in product teams for Dungeons & Dragons , Magic: The Gathering , and the Pokémon Trading Card Game . In 2012, Justin became the President of WizKids, where he spearheaded the expansion of the company's product lines and reach. Under his leadership, HeroClix became a best-selling collectible miniatures game featuring Marvel, DC, and other licensed properties. He has overseen numerous board game releases and innovations across various product lines, blending business acumen with a deep passion for gaming. With a business school background, Justin brings a unique approach to game publishing, combining data-driven insights, market analysis, and creative intuition to make impactful decisions. He firmly believes in "why not both?" thinking—seeking innovative solutions that challenge traditional trade-offs. His ability to merge strategic foresight with product passion has led to consistent success across multiple gaming categories. Throughout a highly successful career, Justin has focused his innovation and talent on the one metric I've always said matters most: player experience. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe…

James Introcaso is an award-winning tabletop game designer and storyteller whose work has helped shape the modern landscape of roleplaying games. As the lead game designer at MCDM Productions, James was integral to developing roleplaying systems that captivate players worldwide. His design credits include co-creating Burn Bright , Roll20’s first original RPG, co-authoring seven official Dungeons & Dragons books, and leading design on Draw Steel , an upcoming RPG that raised over $4.6 million on Backerkit. James’s journey into games began with a childhood love of D&D, a theater background, and a stint writing and producing for television, including Adult Swim and National Geographic. A former podcaster and blogger, he got his start in RPGs by self-publishing content on the Dungeon Masters Guild and building an audience through thoughtful commentary on 5e design. His freelance hustle and creative drive opened doors with Wizards of the Coast and later landed him a full-time role at MCDM. In this episode, James shares lessons from his creative path—from making shark-themed heavy metal promos to designing some of the most beloved TTRPG content today. We talk about how to turn passion into a profession, the realities of freelancing in gaming, and what it really means to “get lucky” in the industry. Whether you’re a theater nerd, a math nerd, or someone dreaming of making your own RPG system, James’s story is packed with insights and encouragement for every kind of creator. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe…

About Jesse Alexander Jesse Alexander is an Emmy award-winning screenwriter and producer with over two decades of experience crafting iconic television series and groundbreaking game content. If you've watched TV over the last 20 years, you've likely seen some of Jesse’s work. His television credits include Alias, Lost, Heroes, Hannibal, Star Trek: Discovery, American Gods, and Citadel . A pioneer in transmedia storytelling, Jesse has designed award-winning content that extends narratives across multiple platforms. His work in the gaming industry includes contributions to LucasArts, Predator VR, and animated trailers for Blur , as well as narrative design consulting for Valorant and other Riot Games titles. In this episode, Jesse shares his incredible journey—growing up immersed in film and game culture, hustling as a screenwriter, and navigating the ever-evolving landscape of TV and interactive storytelling. We discuss the impact of AI on the creative process, how he channels ADHD into productivity, and the lessons he’s learned from decades of freelancing across television, film, and games. Jesse’s relentless passion for storytelling, genre innovation, and collaboration shines through, making this an insightful and inspiring conversation for creators of all kinds. Find more about Jesse Alexander at: https://www.scribblejerk.com/ Ah-ha! Justin’s Takeaways * As Creators, We Are the Product, Not What We Make: Jesse’s perspective on creativity was a huge lightbulb moment for me—he emphasized that formats change, tastes shift, and technology evolves, but the one constant in a creative career is you . Instead of being overly attached to any one project, Jesse has focused on honing his craft, staying adaptable, and evolving with the industry. This reminded me of how essential it is to keep learning and growing, no matter the medium or platform. * Ikigai—Finding Purpose in Creative Work: Jesse’s career embodies the Japanese concept of ikigai —that intersection of passion, skill, and purpose. He spoke about staying humble, not taking creative work for granted, and grinding relentlessly to turn his love of storytelling into a career. It reinforced something I’ve long believed: success in any creative field isn’t just about talent—it’s about the work. If you love it, you have to show up every day and put in the effort to make it sustainable. * Not Fearing Feedback is a Superpower: One of the biggest takeaways from Jesse’s story was how he developed an immunity to criticism early on. He grew up making Super 8 films with his friends, and the brutally honest feedback they gave each other shaped his ability to iterate without ego. This fearlessness allowed him to refine his skills, take risks, and navigate the competitive world of Hollywood and game writing. It made me reflect on how fear of judgment holds so many people back—if you can embrace feedback as a tool for growth, you unlock a creative superpower. Think Like A Game Designer is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. Show Notes “People started seeing that they could rely on me to generate content of a certain level of quality within a window of time.” (00:12:16) Jesse reflects on his early screenwriting hustle, explaining how his relentless output and consistency helped him break into the industry. He emphasizes that success in creative fields isn’t just about raw talent—it’s about showing up, doing the work, and proving you can execute under pressure. This lesson is invaluable for aspiring creatives looking to establish credibility and build momentum. “The truth is, you just have to decide how badly you want to succeed at the thing—and then turn everything else off.” (00:29:06) Discussing the impact of ADHD on his creative process, Jesse shares how he managed distractions by eliminating them entirely. He credits his ability to stay hyper-focused on writing by avoiding TV, video games, and unnecessary noise. His disciplined approach serves as a powerful reminder that deep work requires conscious effort to remove obstacles and stay committed to the craft. “I was the guy willing to talk back to executives and say, ‘You guys don’t get it, man—this show is great.’” (00:44:32) Jesse recounts his time working on Heroes and how the network initially didn’t understand its appeal. He explains the importance of being an advocate for creative vision, even when facing skepticism or resistance. His willingness to challenge industry norms and fight for bold ideas is a valuable lesson for any creator looking to push boundaries. “I just want to keep that beginner's brain activated—because we, as creators, are the product.” (01:03:45) Jesse describes his philosophy of lifelong learning, from experimenting with AI to studying new storytelling formats like screen-life movies. He emphasizes that the entertainment landscape is always evolving, and staying relevant means continually pushing yourself to learn, adapt, and innovate. This takeaway is crucial for creatives who want to remain at the forefront of their industry. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe…

About Ryan Soave Ryan Soave is a healthcare executive, therapist, coach, and speaker with over 14 years of experience in mental health consulting and counseling. Ryan has dedicated his career to guiding individuals navigating personal and professional challenges. His work spans one-on-one coaching, leadership consulting, and trauma-informed therapy, helping people unlock deeper self-awareness and achieve their best work. In this episode, Ryan discusses his experiences with therapy and coaching, offering a practical framework for overcoming creative blocks, facing discomfort, and making progress in both work and life. He shares insights on how unconscious patterns shape decision-making, why emotional resilience is key to success, and how becoming more self-aware can transform personal and professional growth. Whether you’re a designer, entrepreneur, or simply someone striving for a more fulfilling life, Ryan’s wisdom provides invaluable tools to help you move forward. Ah-ha! Justin’s Takeaways * Embracing Discomfort as a Path to Growth: Ryan shared a game-changing perspective: the ability to sit with discomfort is what separates those who grow from those who stay stuck. We often try to avoid tough emotions, seeking distractions instead of facing what really needs to be addressed. Whether in creativity, business, or personal development, pushing through discomfort is what leads to breakthroughs. This hit home for me—some of my biggest successes, both in game design and entrepreneurship, only happened because I was willing to step into uncertainty rather than run from it. * The Power of Clear Goals and Intentions: One of the most eye-opening moments in our conversation was Ryan’s emphasis on setting specific, actionable goals. He pointed out that broad ambitions like “I want to be happy” or “I want to be successful” are too vague to be useful. Just like in game design, where clear objectives improve player experience, defining concrete aims in life helps eliminate frustration and keeps you on track. The clearer the target, the more likely you are to hit it. * Your Past Does Not Define Your Future: Ryan reframed trauma in a way that stuck with me—not just as major life events but as unconscious habits and strategies we develop that may no longer serve us. How often do we cling to outdated mindsets simply because they once worked? Whether in creativity, leadership, or personal relationships, we all have automatic responses shaped by our past. The key is recognizing when those responses are holding us back and having the courage to rewrite the script. Show Notes “We're helping people be able to lean into discomfort.” (00:07:01) Ryan explains that therapy isn’t about making people feel good all the time—it’s about teaching them how to handle discomfort in a productive way. Too often, people avoid difficult emotions, which only reinforces their fears and anxieties. By embracing discomfort instead of running from it, we create the opportunity for growth. This lesson applies directly to game design, where pushing through creative blocks, iterating on ideas, and facing criticism during playtests (and after the game’s release) are all inevitable parts of the process. “You’re not lazy. You just think you’re the ultimate authority of how your time should be spent.” (00:28:15) Ryan shares a bit of wisdom from a mentor who changed his view on productivity: procrastination isn’t laziness—it’s allowing emotions to dictate actions instead of committing to long-term goals. In game design, discipline and clear objectives are essential for overcoming creative blocks and finishing projects. The magic trick? Set deadlines. Small, achievable deadlines keep you focused, help to build momentum, and push you forward. “In the moments of the biggest discomfort, I'm not going to remember why I'm doing it. I'm just going to want to walk away.” (00:46:32) Ryan describes the importance of keeping your core purpose front and center. People often lose momentum in business, relationships, or creative pursuits by focusing on immediate struggles instead of the bigger picture. Having clear, daily reminders of your “why” helps push through challenges and stay on track. A microcosm of this in game design is the core mechanic—staying focused on it ensures a cohesive experience and guides every design decision. In my episode with Steven Pressfield, we explore similar strategies for managing this discomfort, which he calls Resistance. Check it out here: “You’re not seeing the world as it is—you’re seeing it through the lens of your history.” (01:02:48) Ryan explains how past experiences can unconsciously shape how we interpret new situations. To Ryan, the key to growth is recognizing when old patterns influence our current decisions and then learning to step outside of them. Self-awareness is the first step to real change in leadership, relationships, or personal development. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe…

About Matt Forbeck Matt Forbeck is an award-winning and New York Times-bestselling author and game designer with a career spanning over three decades. With more than 35 novels and countless games to his name, Matt’s projects have garnered critical acclaim, winning a Peabody Award, a Scribe Award, and numerous ENNIE and Origins Awards. He is also the president of the Diana Jones Award Foundation, which celebrates excellence in gaming. His work spans iconic brands like Marvel, Warhammer 40,000, Dungeons & Dragons, Minecraft, and Halo, as well as original creations such as Shotguns & Sorcery. In this episode, Matt dives into his extraordinary journey, from freelancing fresh out of college to creating acclaimed projects like the Marvel Multiverse Role-Playing Game and Hard West 2. He shares lessons learned as a game designer, writer, and mentor, offering invaluable advice on building a sustainable creative career. Whether you're an aspiring creator or an industry veteran, Matt’s inspiring blend of passion, humility, and expertise is sure to resonate. Fun fact: he’s also the proud father of five, including a set of quadruplets—a feat that may rival even his most ambitious creative endeavors! This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe…

Alliestrasza joins us on today’s episode, bringing her extensive experience as a prominent streamer and influencer in the trading card game space. Best known for her long-running success as a Hearthstone content creator, Allie carved out a career in streaming that spanned nearly a decade. Recently, she has expanded her focus to game development, launching the Discord-based RPG Play Alchemy, and is also actively involved in promoting Web3 games like Parallel. In this episode, Allie shares her journey from discovering card games during her final semester of college to becoming one of the most recognizable faces in the TCG streaming world. We discuss what it takes for an influencer grow a community, the discipline required to succeed as a full-time content creator, and the lessons she’s learned in handling criticism as a public figure. Allie’s take on both traditional and Web3 gaming shows how passion, hard work, and adaptability can really pay off. Whether you're interested in streaming, game design, or building communities around shared interests, Allie’s experiences lessons that can be applied to anyone navigating a creative industry. Ah-ha! Justin’s Takeaways * Keys to Community Growth: One of the biggest insights from Allie’s experience is how personal involvement fuels community growth. Whether it was through creating fun community events or simply building relationships with fans, she demonstrated the power of caring about your community. This reinforced something I’ve seen time and time again—when developers or creators become part of the experience as personalities, it transforms the relationship with the audience. * How to Deal with Criticism: Allie’s journey to becoming a streamer wasn’t without obstacles, but what stood out was how she handled feedback—both the good and the bad. When you have a defensive response to criticism, it’s often a sign of insecurity. Allie’s ability to reflect and grow through early struggles mirrors a lesson I’ve written about before. (Check out my article on this here ). Criticism, when approached with the right mindset, is one of the most powerful tools for personal and professional growth. * Work Hard Every Day to Achieve Your Goals: Allie earned success by treating her passion like a full-time job. I loved the story of her PowerPoint presentation to her parents, laying out her streaming career as a structured experiment. From day one, she approached streaming with a full-time mentality, putting in the hours to make her dream a reality. This is a huge takeaway for anyone pursuing creative goals. Treating passion projects with the same discipline as a “traditional” job dramatically improves the odds of success, especially when combined with the previous to Ah-Ha bullets. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe…

Eric Dieulangard joins us on today’s episode, bringing a ton of experience from the gaming and business worlds. He is currently the Chief Marketing Officer at Equinox, where he was pivotal during the launch of Altered . This trading card game became the most successful TCG Kickstarter ever, raising over $6.6 million. His career path includes professional esports, high-level marketing, and game design; Eric understands what it takes to create impactful gaming experiences. In this episode, Eric shares his journey from competing as a professional Warcraft 3 player—becoming the first French champion in a major esports tournament—to transitioning into business and marketing leadership. Before joining Equinox, he worked at massive companies like IBM and Webedia, where he honed his skills in sales, team management, and brand growth. Eric and I also discuss lessons learned from his diverse career, offering insights on the importance of being persistent, the value of experimentation, and how to align your passions with professional purpose. Whether you’re looking to crowdfund your dream game, build a career in gaming, or find your path in a creative industry, Eric’s story is filled with awesome, actionable advice. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe…

About Travis George Travis George joins us on today’s episode, bringing over two decades of experience in the video game industry. Travis has held leadership roles at renowned companies like Activision and Riot Games, where he served as the product lead for League of Legends , helping to grow the game into a global phenomenon with over 117 million monthly players. He later co-founded Vela Games, where he continues to innovate as CEO, focusing on designing new player experiences in the cooperative gaming space. In this episode, Travis shares his journey from launching his first IT services company as a teenager to pursuing a formal education in game design and eventually playing a pivotal role in building one of the most successful live-service games in history. He offers critical insights into team building, the challenges of scaling a studio, and how to align your company around vision and priorities. Travis also discusses the lessons he learned from his successes and failures, including evaluating personal and professional growth, managing creative burnout, and pivoting when necessary. Whether you’re a novice designer or a seasoned creator, Travis’s experiences and philosophies provide a treasure trove of wisdom for navigating game development. Enjoy! This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe…