Meet Jeremy Lasky and Danny Gonzalez, co-founders of the New York-based design studio Perception.

Perception is a creative design studio that provides futuristic UI and HUD design for feature films and global technology brands.  The firm has worked on major motion pictures, including Iron Man 2 and Avengers: Age of Ultron.  Enterprise clients include IBM, Samsung, and Microsoft.

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Perception was founded in 2001.  How did you get started, and what opportunity did you see in the marketplace to launch a new company?

Lasky and Gonzalez met at R/GA (formerly R/Greenberg Associates).  After working together for several years, they left the firm to found Perception.

The market opportunity was driven in part by a shift in motion graphics technologies.  Lasky and Gonzalez recognized that software had eliminated the need for high-end equipment, and Perception could leverage these new capabilities to build a more cost-efficient model.

What is your approach to sourcing big-time client engagements?

Perception's client success can be attributed to persistence and world-class customer service. When Lasky and Gonzalez started the firm, they made a "Dream 100" list of companies and brands that they hoped to work for some day.  The first name on that list was Marvel Comics, and it took nearly seven years of persistence to win them as a client.

Perception was able to build the relationship through high-quality work and customer service, ultimately becoming a go-to partner on many of Marvel's blockbuster films.

Design, by its nature, is something that can always be tweaked and improved.  Do you have any advice for companies that struggle to stay disciplined with project milestones?

Lasky and Gonzalez have creative backgrounds, so they understand the tension between project management and design.  Perception addresses this tension by creating a lag between internal deadlines and customer delivery dates.  In doing so, their team is provided with enough time to make corrections or improvements without detriment to the client.

What are some of your all-time book recommendations?

Among the books discussed, Lasky and Gonzalez cite the E-Myth books as having a significant impact on their company.  The philosophy of working "on the business, not in the business" was critical in the early days, and it ultimately lead to the hire of Perception's first manager.

What routines or tactics do you use to stay productive? 

Lasky and Gonzalez are big believers in early workouts.  They go to the gym as early as 4am and let the benefits of exercise carry into the day.  "If you don't get yourself in the right state, then the rest of the day is a waste of time."

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