10 years of Sticker Mule

10 years ago Sticker Mule was born out of frustration. No one treated customers or employees as good as we felt was possible. We wanted to do better and set out to build the best way to shop and work. 

10 years later we beat all expectations. Sticker Mule is fast becoming a standard for what it means to be a great company. Businesses all over the world copy us and that's great. 

Many people laughed when we said we'd build a mega-brand selling stickers. Luckily, we love to be underestimated.

They said it's rare to build a successful company on your first try. We did. 

They said it's impossible without high profile investors. We have none. 

They said you can't build a big brand from a small rural town. We did. 

They said you need "experienced" people with fancy degrees. We don't. 

They said manufacturing is too hard for a startup. It’s not.

They said you need to run massive losses to grow fast. We don't. 

Sticker Mule is a story for the underdogs. The people who the “experts” say can't make it. Ignore the experts. Believe in yourself. 

10 years ago, a 70 year old that never used a computer before cofounded Sticker Mule after seeing the Internet for the first time. When asked "are you sure we can do this?" He calmly replied, "we never failed at anything and we won't at this." Today we make it a habit to do the impossible. 

Our new goal is to make the next 10 years happier for everyone. Financial “success” as a never-ending goal is a crazy thing. We started Sticker Mule with a plan to be fast, simple and fun. It’s time to focus on fun.

10 years ago Sticker Mule was born out of frustration. We wanted to do better and set out to build the best way to shop and work.

New: Opt out of freebies

Surprises are one of the ways we make our customers happy. That’s why we include fun freebies in every order. Typically, you’ll get a few cute Sticker Mule stickers and maybe a button, coaster or magnet too. Our freebies change periodically to make them more surprising, fun and collectable too.

![freebie-opt-out](https://storage.googleapis.com/sm-content/blog/6ff5bb1dd69fd4bec52cd1e203868e7e8cf1180d)

Sticker Mule freebies end up on Instagram, Twitter and laptops worldwide, but some customers, especially frequent purchasers, ask not to receive them. To address this request, we are happy to introduce freebie opt-out. 

You can now opt out of freebies in [your account settings](https://www.stickermule.com/account) (or opt back in).

While most people enjoy the free swag, we recognize it can be wasteful – especially if you order frequently.

<Tweet tweetUrl="https://twitter.com/sarahdayarts/status/1176924428078407682?ref_src=twsrc%5Etfw" />

Freebie opt-out was designed 100% based on customer feedback. Hope you enjoy it!

If you no longer wish to receive freebies with your orders, you can now opt out in your account settings.

Introducing 100 days of giveaways

We’ve secretly been plotting the biggest event in Sticker Mule history…

<YouTubeVideo videoId="SRDfm3IhecU?modestbranding=1&rel=0" />

Introducing [100 days of giveaways](https://www.stickermule.com/100days) on Instagram!

Starting today, we are running the biggest giveaway Instagram (and possibly the Internet) has ever seen! For the next 100 days, we’ll be running a different giveaway everyday through our Instagram account ([@stickermule](https://www.instagram.com/stickermule)).

Here’s how it works:

1. We’ll make a post, announcing the prize of the day on Instagram.
2. The post will include instructions on how to enter the giveaway. Each day will be different, so read carefully!
3. We’ll randomly select the winner(s) and DM them the next day on Instagram.

We’re keeping the full prize list a secret for now, but some prizes will include vacation packages, Apple and Google products, gift cards, gaming consoles, and, of course, free [stickers](https://www.stickermule.com/custom-stickers).

The fun begins today, May 1, and runs through August 8.

Sign up for notifications and learn more at [stickermule.com/100days](https://www.stickermule.com/100days)

<ButtonCta text="Follow us on Instagram" href="https://www.instagram.com/stickermule" />


We've secretly been plotting the biggest event in Sticker Mule history. Beginning on May 1, we're running a different giveaway for 100 days straight.

How we prioritize at Sticker Mule 

![How we prioritize at Sticker Mule](https://storage.googleapis.com/sm-content/blog/ba5c4d01ca146f185c128428987c56840bda9d81)

Organizations are the sum of their decisions. Those that prioritize well prosper and those that don’t falter. At Sticker Mule, prioritization is the most important thing we do. Our growth accelerates as we prioritized better, but there's always room to improve. 


## What prioritization is *not*

Most literature on prioritization is terrible. It leads you to believe prioritization is about [time management](https://hbr.org/2015/04/time-management-training-doesnt-work) or how to use to-do lists. This way of thinking neglects that priorities are what make or break businesses.

Consider that Amazon started as a bookstore in 1994 and grew to $147 million within 3 years. Today they employ 500,000 people who handle $200 billion in revenue. They picked the right projects and grew at an extraordinary pace.

Other retailers had different priorities and either failed or are much smaller. Walmart could be Amazon, but they did not prioritize the Internet and now they are worth half as much. 

## What prioritization is

Prioritization is picking the right tasks to maximize impact. That means finding high impact tasks and avoiding low impact ones. Usually the highest impact tasks are elusive. We don’t know the highest impact projects we could pursue right now.

Prioritization might sound stressful, but it’s not. Most tasks won’t affect us. Consequently, we shouldn't stress about the backlog of tasks we “need” to do. We need to keep our minds free to pursue high impact ideas, when they present themselves, by neglecting low impact ones.

## Prioritization categories

It’s unproductive to precisely categorize every task, but it’s useful to roughly classify them in your mind. Prioritization improves with practice and thinking about these categories helps us improve.

### Growth vs. costs
It’s generally better to use our time to grow revenue than reduce costs. Time is finite. Cash isn’t. 

### High vs. low impact

High impact is better, but completing lots of low impact tasks can be worthwhile if we complete them quickly.

### Enduring vs. temporary

Tasks that provide enduring value are preferable to those that deliver value temporarily.

### Definite vs. potential

It’s better to pursue improvements with definite benefits than those with potential.

### Short vs. long term results

Quick wins are preferable, but you can build competitive advantage pursuing ideas that yield results in the long term since others tend to neglect them.

### Related vs. unrelated tasks 
Sometimes related tasks are completed more efficiently when grouped together. For this reason, we often do low impact tasks that pair well with high impact ones.

### Estimated time to complete

All else equal, tasks that can be completed faster are preferable.


## Questions

Ask yourself these questions periodically to improve your ability to prioritize:

1. What’s the most impactful thing you can work on?
2. Did you correctly identify the problems you are facing?
3. Do you know the most important problem to solve next?
4. Can you replace any planned tasks with better ones?
5. Can you delete any especially low impact tasks entirely?

## Conclusion

We aim to embed a passion for prioritization into our culture. If you think similarly and want to join our global team, [we are hiring](https://www.stickermule.com/careers?ref=blog). 

At Sticker Mule, there's always room to improve. Consequently, prioritization is the most important thing we do. 

Sticker Mule for Teams 

We launched a new feature that makes it faster and easier to order custom products for any organization, large and small. Introducing [Sticker Mule for Teams](https://www.stickermule.com/teams).

<YouTubeVideo videoId="videoseries?list=PLoD6hr_Kcilvgxt3fQtdvYbHbS3VLsr2R&rel=0" />

Now, anyone can [create a team](https://www.stickermule.com/teams/create) and collaborate on orders, share and reuse artwork files, and ship to any team member. Ordering from your shared artwork catalog ensures you’ll never have to track down files and your orders will ship quickly without waiting to approve proofs - all while keeping your brand consistent and on point.

It only takes a few seconds to set up your team and start collaborating. You can invite unlimited members, and large teams can create multiple teams within their organization to support their structure.

Once your team is on board, members can share previously ordered items with the team account so that anyone can order them or use the designs for other products. Or, order a new design on the team account and it will be available for you or your team to reorder in the future. Ship to shared team addresses or add a new one, ensuring your products ship to the right place quickly.

Check out [Sticker Mule for Teams](https://www.stickermule.com/teams) and let us know what you think.


<ButtonCta text="Sticker Mule for Teams" href="https://www.stickermule.com/teams?ref=blog" />

We launched a new feature that makes it faster and easier to order custom products for any organization. Introducing Sticker Mule for Teams. 

A glimpse inside Sticker Mule 

<YouTubeVideo videoId="-mObM5qdtus?rel=0&showinfo=0" />

We created Sticker Mule to be the best place to work and shop. It was an opportunity to test our ideas about what makes an ideal customer and work experience. So far, we have not shared much about our inner workings, but since [we are hiring](https://www.stickermule.com/careers#current-openings-list) we think it’s good to provide a glimpse at what it’s like here.

In addition to our factories in the US & Italy, we work from 17 countries and rely on metrics to self manage. Our metrics focus allows us have a lot of fun by freeing us to not worry about the small stuff. BBQs, relaxed travel, good food and [Vinny’s wine](https://stickermule.wistia.com/medias/b0fc3ikmii) help make this a great place to work. 

Of course, the best fun tends to be spontaneous and, fortunately, our iPhones captured a few of these moments along the way. Our new video gives you a look at our people, culture and some amusing moments. Check it out and, if you’re interested in joining the fun, [apply to join us](https://www.stickermule.com/careers). 

Our team comes from diverse backgrounds and 17 countries, but we're all united by a shared set of values. 

Introducing Sticker Mule Europe 

![Sticker Mule Europe](https://storage.googleapis.com/sm-content/blog/af8e2a2538fa77071d35559241cab1509667c1d3)

Our European factory is open for business.  Along with it, we have many improvements for our European customers, including: 
 
__Faster turnaround__
It's only 2 days transit time for most European countries. 
 
__Cost-effective shipping__
Shipping includes all brokerage and customs duties.
 
__VAT support__
Eligible businesses automatically have the VAT removed during checkout. 
 
__Local currencies__ 
Order using GBP or Euro depending on your preference. 
 
__Multi-lingual content__
We translated the majority of our content to 5 languages. 
 
__Local customer service__ 
We hired our first European customer service agents and began offering [multi-lingual support](https://www.stickermule.com/support/what-languages-do-you-support). 
 
During checkout, we automatically determine if your order will be manufactured in Europe and offer applicable shipping options. Your order must only include [products that we make in Europe](https://www.stickermule.com/support/what-products-do-you-produce-in-europe) to ship from Europe.

Our European factory is open for business!  Along with it, we have many improvements for our customers in Europe. 

The making of our new homepage video 

Our [home page](https://www.stickermule.com/) is the first interaction most visitors and customers have with our brand. Our previous home page video showed the ordering process, but lacked a story that focused on our customers. Here’s a behind-the-scenes look at how we created our new homepage video.

<WistiaVideo videoId="qwwgsbtbav" />

## Script
Instead of making a basic “how-to” video, we wanted to make something that was more inspirational and persuasive. To do this, we knew we had to tell a story – one that revolved around our customers. One blessing & curse with our business is that we have all sorts of different customers: big businesses, small businesses, non-profits, hobbyists, do-it-yourselfers, developers, designers... the list goes on. There isn’t just one “target customer” we go after, so we decided to focus our story on three: a startup, a do-it-yourselfer, and a designer.

With our personas selected, we focused on a few key features of Sticker Mule that we wanted to highlight in the script:

### Ease of use
- No file restrictions
- Mobile friendly

### Proofing
- Online proofs within 4 hours
- Unlimited revisions

### Speed
- Quick turnaround
- Free shipping

It was important to highlight the minor differences in how each person used Sticker Mule. For example, if we only showed someone uploading a photo from their phone that might turn away the designer who wants a pixel perfect print. But if we only showed the designer uploading a vector image that might turn away someone who doesn’t have graphic design skills.

After showing the entire ordering process, we focused on how each person used their stickers in real life. Easy ordering and fast shipping are great, but how they plan to use the stickers is the main reason people buy in the first place.

## Storyboard

A storyboard is a scene by scene drawing of how the video will look. We created a storyboard to plan the shoot and fix any potential pitfalls before we shot anything. We kept things simple by limiting the video to 4 different locations: Aaron’s office, Jess’ workspace, Brian’s desk, and a location that would tie in all three of them.

![Storyboard vs finished video](https://storage.googleapis.com/sm-content/blog/2f46e23cb97fb91c553a40b3324fcb9f1df24f76)

## Voiceover
We used the same voiceover pro to remain consistent with our other videos. One big advantage of using a voiceover (as opposed to on-camera dialogue), is that we didn’t have to worry about sound once we began filming. This made shooting and editing much easier and faster.

## Shooting
We shot the entire video in one day. This required a tight schedule for each location and set call-times for the actors. Luckily, each location was relatively close together, and everyone showed up on-time.

We kept the storyboard on hand as a reference to make sure each shot fit what we had envisioned.

<WistiaVideo videoId="rpcmc9d01e" />

For the final scene, we knew the timing was key. So we played the voiceover through an iPhone, which kept our camera movement and actors all in sync.

## Editing
We used a combination of Premiere Pro and After Effects for all the post production work on this video.

Since the ordering process is a key part of this video, we knew that whatever took place on the screens in the video had to look really good. But shooting a screen isn’t always easy and doesn’t always look as sharp as you would want it to. For this reason, we decided to overlay screencasts on top of the screens shot in the video. For the MacBook and iMac this was relatively easy, but the iPhone took some motion tracking and masking work to have it look realistic.

![Editing Sticker Mule's home page video](https://storage.googleapis.com/sm-content/blog/3e55e77faff205857f231219d199327935598642)

Instead of using straight-up screen capture footage, we recreated each scene and animated it in After Effects. This made all the movement perfectly smooth, and helped us with the next step: translating.

## Translating
Since the whole video was narrated via a voiceover this made translating very straightforward. However the on-screen scenes needed to be updated to have the localized versions of the site in each language. To make this easy, we used the Templater Rig After Effects plugin from Dataclay.

![Homepage video text](https://storage.googleapis.com/sm-content/blog/2f826187fe6b95ad4856ba701df6d7719033742c)

The Templater plugin allowed us to update each layer of text via a Google Sheet. We only had to animate the screencasts once, and we could easily change languages with a click of a button.

If you’re interested in seeing our homepage video in different languages here are the links. Just make sure you switch back to English (bottom right) when you’re done!

[Italian](https://www.stickermule.com/it#video)

[French](https://www.stickermule.com/fr#video)

[Spanish](https://www.stickermule.com/es#video)

[German](https://www.stickermule.com/de#video)

[Dutch](https://www.stickermule.com/nl#video)

[Portuguese](https://www.stickermule.com/br#video)

[Japanese](https://www.stickermule.com/jp#video)

## Conclusion
We’re thankful to have 100,000 customers that trust us to print their custom stickers, magnets, and poly mailers. It’s impossible to capture everyone’s unique story, yet we aimed to capture a representation of many stories in one minute and fifteen seconds.

And if you liked this video, you should [subscribe to our channel on YouTube](https://www.youtube.com/user/stickermule?sub_confirmation=1).

A behind the scenes look at how we made the video on our homepage. From script to post-production. 

Customer service principles 

Our aim has always been to be the internet’s favorite printer. To that end, we respond quickly and effectively to our customers to help them be as successful as possible. 

Although we can’t plan for every scenario in customer service, we use principles to give our team a framework for replying to customers. They are:

__1. Avoid negatives__

Avoid saying sorry, can’t, won’t, not able to, unfortunately and so on. People become adversarial when they read these words.

__2. Avoid patronizing__

Avoid saying anything that seems patronizing or insincere. Words like “sorry” and “appreciate” often seem insincere. Also, use exclamation points cautiously! 

__3. Be concise__

Respond in the fewest words possible. Practice by editing your responses after you write them to see if any words can be omitted. Practice editing your responses to omit needless words.

__4. Be comprehensive__

Do not leave anything to wonder, but do not overwhelm the customer with needless information.

__5. Ask coworkers for help__

Practice replying to difficult conversations with help from coworkers. 

__6. Don’t respond when upset__

Some customers are rude. Get help from a coworker or take a break if you're upset.

__7. Use saved replies__

Saved replies ensure consistency and we can report on their use to prioritize improvements.

__8. Tailor saved replies to fit the conversation__

Do not use saved replies exactly unless appropriate. Tailor replies to be clear and concise.

__9. Research the situation__

Retrieve all the facts surrounding a situation and craft your reply based on them.

__10. Research the customer__

Evaluate the customer's potential and tailor your response accordingly. 

__11. Use names__

For example, don't say "Thanks! Credit added!" say "Thanks Brian! Credit added!"

__12. Use screenshots to add clarity__

Take & share annotated screenshots to add clarity to replies when sensible. 

__13. Offer solutions & alternatives__

Use the information and experience you have to help customers discover the best possible option given the limits. 

__14. Develop FAQs when possible__

When new questions are encountered create public FAQs to document the proper response and potentially deflect inquiries. 

## Concluding thought
Of course, these principles don’t solve everything, but they lay a foundation for our team to build upon. 

To deliver outstanding service we also hire great people, relentlessly improve our training programs and collaborate with software development to devise elegant solutions to help customers. 

If you agree with these principles and are seeking an organization where exceptional people love to work, [we are hiring](https://www.stickermule.com/careers?ref=blog).


14 customer service principles that Sticker Mule uses to deliver great service to more than 100,000 customers. 

Our approach to compensation

Compensation is hard to get right. It's a tool to keep us aligned, but it's easy to design a compensation strategy with harmful side effects. Our obsession with simplicity serves us well so we opted for a strategy that’s easy to administer and understand. 

__Our approach is to pay above market wages for all positions.__ While many companies develop bonus programs that are difficult to understand and create undesirable incentives, our simple approach encourages financial discipline and long term thinking while reducing anxiety. 

## Encourage financial discipline
Doing more with less is the only way to pay exceptional wages. This incentivizes us to avoid wasteful spending, such as over hiring, and to be vigilant about hiring top performers, designing effective processes and avoiding low impact activities. Doing these well strengthens our ability to provide exceptional compensation for the long term. 

## Encourage long term thinking 
Bonus programs tend to encourage a short term focus by tying compensation to annual results. We hope our team retires at Sticker Mule. Paying above market wages encourages us all to be committed to making our company financially stable for the long term. 

## Reduce anxiety
Some companies use bonuses to compensate people because they can be reduced. This creates anxiety for both employers and employees. Employers stress about the disappointment created if bonuses don't meet expectations while employees, who have limited control over results, have anxiety over exactly what their bonus will be. By focusing on offering exceptional wages, we reduce uncertainty and make a lasting commitment regarding pay. 

## How we determine wages
We design sensible pay grades that define what a person makes based on their role and years of service. Grades may be revised upwards based on changes in the job market or nature of a job, but we do not offer wages to new hires that deviate from our system. If a grade increases, it constitutes a pay raise for everyone on it. 

## Why we don’t use equity based compensation
Companies use equity to encourage long term thinking and reduce costs by exchanging wages for equity. While these are desirable characteristics, equity-based compensation has downsides. It shifts risk onto employees and requires outside investors to allow employees to realize the value of their equity. 

By avoiding investors, we have absolute freedom to focus exclusively on the well-being of our customers and coworkers. We can be as big or small as we want and grow at a pace that’s sensible and pleasant. Our freedom allows us to attract exceptional people and maintain outstanding employee satisfaction.

If you agree with our approach and are seeking an organization where talented people love working, [we are hiring](https://www.stickermule.com/careers?ref=blog).



Compensation is hard to get right. It's a tool to keep us aligned, but it's easy to design a compensation strategy with harmful side effects. 

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