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design awards can feel like vanity metrics. so what does winning one actually do?
here's what happened in the 30 days after winning if:
>feb 24: won @iFDESIGNAWARD (lighting)
>mar 17: featured on @designboom
>mar 18: full article on @yankodesign
>mar 21: sold 70 lamps in 48 hours
>mar 25: featured in @tmagazine by @nytimes
monthly revenue grew 7.5x. zero ad spend.
the mechanism i didn't realize going in: juried design awards function as editorial shortlists. top design publications cover the winners. retail buyers read those publications. the award itself doesn't sell anything, it puts you in rotation with the people whose job is finding new products.

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