The Most Expensive Thing You Can Build Is the Wrong Thing | Chris Desnoyers

What we talked about.

In this episode of the Sunny Ray Show, host Sunny Ray talks with Chris Desnoyers, founder of Creative Stack, about the choices that come before a build: what to make, what to buy, and when to find a partner. Chris argues that controlling everything may feel like a moat but creates a pile of internal dependencies, so founders must identify their core. He traces a 30-year path across software engineering, architecture, R&D, executive roles, and filmmaking, and explains how early startup work gave him a big-picture view of business success. He describes his approach of listening first, then asking sharper questions, and being honest even when it costs a sale. He shares a story about using sensors for predictive maintenance on granite engraving machines, explains why disconnected brand and website stories hurt reputation, and discusses his goal of merging technology and creativity, including a virtual newsstand editorial site with page-turning interactivity.

Building is easier than ever, but Chris Desnoyers explains why controlling everything can quietly become the costliest mistake a founder makes.

The questions, and the answers.

What do you hope listeners walk away with?

Building almost anything is easier now, and many companies think controlling everything is their moat. It removes external dependencies, but it creates a ton of internal ones. You really need to think about what your core is, because overbuilding outside it can hurt you down the road.

What is Creative Stack about?

Creative Stack is the accumulation of me professionally and artistically. I've spent 30 years at the intersection of business, technology, design, and storytelling, as an engineer, architect, R&D person, tech exec, and filmmaker. I always want to understand the problem and make it work, and I now care about what doesn't need to be built.

What was the first thing that made you think this could be a business?

I worked a 9 to 5 but always had side projects like music, film, animation, and design. People asked me to redo logos and websites and shoot commercials. Eventually they wanted invoices and taxes handled, so I incorporated. When my last job felt full of inflated pipeline talk, I had enough clients to go full time.

What pulled you toward computer science and then craft?

I've drawn since I was a kid, but I actually hated computers because I feared they'd take away the craft of doing things by hand. Once I discovered I could apply art, design, and animation with computers, I was hooked. I started working early, mostly at startups, which gave me the big-picture view of business.

When did you realize asking better questions first changes the work?

Most people can't articulate their problem, so first you shut up and listen, because that builds trust. Then you ask the right questions and bring experience they don't have. That helps them see root causes, lets you prioritize quick wins, and sometimes means honestly steering them to a different solution.

Where do founders lose the most time when the brand and the site are built separately?

You end up telling different stories. The founder has a vision, someone else brands it, and then reality hits when you talk to customers. Your brand is your reputation, and it precedes you. I never want to be just a vendor. I want to be a partner customers can rely on.

What is Creative Stack building now and what do you want it to become?

I'd like it to become my cash cow, though it's not there yet. I want to keep merging technology and creativity across film, animation, games, and interactive work. I built an editorial site as a virtual newsstand with page-turning effects and interactive pieces, and that kind of creative work excites me most.