Think Like A Game Designer

• Cole Wehrle — Cute Creatures, Brutal Games, Asymmetric Design, and Subverting Expectations (#88)

  About ColeCole 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

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• Amy Lowe — Finding Your X Factor, Marketing with Heart, and Serving the Right Players (#87)

  About AmyAmy 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

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• Derek Sivers — Embracing Simplicity, Owning Your Weirdness, and Designing a Life with Intent (#86)

  About Derek SiversDerek 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

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• Dominic Crapuchettes — Designing for Constraints, Rebuilding After Failure, and Finding the Magic in Games (#85)

  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

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• SolForge Fusion Shadows Over Solis

  CHECK OUT SHADOWS OVER SOLIS TODAY ON GAMEFOUND5 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

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