The woman behind Canva shares how she built a $42B company from nothing | Melanie Perkins
Episode
66 min
Read time
2 min
Topics
Investing, Fundraising & VC, Leadership
AI-Generated Summary
Key Takeaways
- ✓Column B Planning: Start by imagining the perfect future you want to create, then work backwards with incremental steps rather than building from current resources. Canva began with the vision that design would be online, collaborative, and simple before they had any product or experience.
- ✓Chaos to Clarity Framework: Every project starts with a vision deck that moves from chaos (initial idea) to clarity through successive steps: write it down, create pitch deck, refine designs, build prototype. Each step adds clarity and makes the idea more real and shareable with others.
- ✓Rejection as Iteration: When 100+ investors rejected Canva, Perkins added slides addressing each objection—market size concerns became market opportunity slides, competitor comparisons became differentiation slides. The rejection refined the pitch deck into something that captured the vision clearly in minutes rather than hours.
- ✓Crazy Big Goals with Flexible Timing: Set audacious goals that make you feel inadequate and motivated to work hard, but accept timing will be unreliable. Canva's front-end rewrite took two years instead of six months, but having the ambitious goal kept the team committed through the difficult period.
- ✓Two-Step Plan Execution: Build one of the world's most valuable companies while doing maximum good simultaneously, not sequentially. Canva took the 1% pledge early, committed 30% of equity to the Canva Foundation, and now gives away $1.5 billion in product annually to nonprofits and educators.
What It Covers
Melanie Perkins, CEO of Canva, explains how she built a $42 billion company by using "column B thinking" to work backwards from an ideal future, survived rejection from 100+ investors, and maintains profitability while giving away equity.
Key Questions Answered
- •Column B Planning: Start by imagining the perfect future you want to create, then work backwards with incremental steps rather than building from current resources. Canva began with the vision that design would be online, collaborative, and simple before they had any product or experience.
- •Chaos to Clarity Framework: Every project starts with a vision deck that moves from chaos (initial idea) to clarity through successive steps: write it down, create pitch deck, refine designs, build prototype. Each step adds clarity and makes the idea more real and shareable with others.
- •Rejection as Iteration: When 100+ investors rejected Canva, Perkins added slides addressing each objection—market size concerns became market opportunity slides, competitor comparisons became differentiation slides. The rejection refined the pitch deck into something that captured the vision clearly in minutes rather than hours.
- •Crazy Big Goals with Flexible Timing: Set audacious goals that make you feel inadequate and motivated to work hard, but accept timing will be unreliable. Canva's front-end rewrite took two years instead of six months, but having the ambitious goal kept the team committed through the difficult period.
- •Two-Step Plan Execution: Build one of the world's most valuable companies while doing maximum good simultaneously, not sequentially. Canva took the 1% pledge early, committed 30% of equity to the Canva Foundation, and now gives away $1.5 billion in product annually to nonprofits and educators.
Notable Moment
Perkins describes spending two years rewriting Canva's entire codebase without shipping any new features—a product company unable to ship product. The team gamified progress with rubber ducky bath toys on a board to maintain morale through what felt like an endless dark tunnel.
Episode Transcript
There's a very famous story about Canva. Early on, you pitched over a 100 investors, and over a 100 investors said no to you. It was really clear in my mind that it was the future, and I thought the investors were wrong, frankly. But investors also gave really helpful feedback and feedback often in the form of rejection. They would say, oh, your market's not big enough. And I would say, it's gonna be huge. And I'd add a new page in my pitch deck that said how big the market I believe was. And then they'd say, you're the same as some other company. And I would say, hey. Now I've got a new slide in my pitch deck that shows all the players and the huge gap in the market that we believe we're going going to fill. One of your values, crazy big goals. I love that that has a value. The thing that I love about a crazy big goal is that you feel completely inadequate before it. You want to work really hard to will it into existence. I really like to start by just imagining what is the future that you actually want. Right now, I have a wall in my house, in my office, which is my vision for what I'd like the world to look like in 2050. I heard from one of your team members, Melissa Tan, that there's a deck like this. For every project you kick off, there's this big vision deck. And so we have this concept of chaos to clarity. Every idea starts in the chaos side, and then you have to work all the way to the other side, which is clarity. That very first step at the far end of chaos was quite a embarrassing step actually because you don't have mastery at that point. You don't have all the answers. A lot of people think of Canva as, like, a design graphics for, you know, social media and and marketing and things like that. But you also have spreadsheets, docs, whiteboards, charts, AI coding tool. It was funny looking back from really old decks. They were trying to do AI, but AI was actually a thing. Today, my guest is Melanie Perkins, CEO and cofounder of Canva. Melanie is on track to be the most successful female tech founder in history, and one of the most successful founders, period. Canva is currently valued at over $42,000,000,000, making over $3,300,000,000 in revenue a year. They've been profitable for eight years straight and are one of the hottest private tech companies in the world right now. But it wasn't always this way. Melanie was rejected by over 100 investors when she was trying to raise her first round. Their team spent two years rewriting their entire code base and were unable to ship any new features for over two years, something they expected to just take six months. And they even went through a big …
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