A Well-Designed Business® | Interior Design Business Podcast

By LuAnn NigaraBusiness Arts Design

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70 min
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A Well-Designed Business® | Interior Design Business Podcast episodes

October 09 1234: Melanie Zaelich: Your SEO Is Working. But Is Search Changing?
Today with Melanie Zaelich:
You invested in your website. You took SEO seriously. You may even have professionals managing your SEO and Google PPC, and people regularly tell you, “I found you online.”
That’s good. Keep doing it.
But the way potential clients search is changing, and strong SEO is no longer the whole conversation.
In this episode of A Well-Designed Business®, LuAnn Nigara sits down with interior designer, branding strategist, and SEO educator Melanie Zaelich to unpack SEO, AEO, GEO, and what AI-driven search means for interior designers and other established business owners.
Melanie explains why SEO remains the essential foundation, while Answer Engine Optimization and Generative Engine Optimization add new considerations for how your website communicates your expertise. It is no longer enough to think only about whether Google can find your website and understand what services you offer. As consumers increasingly use AI to ask questions, solve problems, and find businesses, your online content also needs to answer the questions they are asking and demonstrate what your company genuinely knows.
Melanie and LuAnn discuss how customer search behavior is changing, why asking ChatGPT about your own company is not the same as testing whether a potential client can discover you, and how years of experience, proprietary processes, frequently asked questions, and professional judgment can become valuable online content.
They also explore the connection between AI search and intellectual property, including why businesses should clearly identify and establish the processes, systems, and expertise they want to be known for.
The baseline for being found online is evolving.
If you were the business owner who understood early that having a website wasn't enough, and later understood that investing in SEO mattered, this episode asks an important question: Are you still paying attention to what comes next?

More About Melanie Zaelich:
Melanie Zaelich is an award-winning interior designer, branding strategist, and SEO educator with more than 30 years of experience in advertising, branding, and marketing. From big agencies to her own interior design business. She is the founder of Happy Place Interiors, The Designer’s Blueprint, and Modern Search Studio, and creator of the Modern Search Factors™ Framework. After using SEO to grow her own interior design business, Melanie began teaching creative entrepreneurs how to become more visible, credible, and relevant online. Today, she is especially passionate about the rapidly changing world of AI and helping business owners understand how tools like ChatGPT are interpreting, recommending, and talking about their brands. In addition to continuing to scale her interior design firm, she is also focused on teaching AI visibility, SEO, digital reputation, and helping business owners proactively protect their brand, messaging, and intellectual property as search moves into the AI era.

Connect with Melanie Zaelich:
Happy Place Interiors Website
The Designer's Blueprint Website
Modern Search Studio Website

Connect with LuAnn Nigara:
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠⁠Blog⁠⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠⁠Power Talk Friday⁠⁠⁠⁠⁠⁠⁠⁠
Like Us: ⁠⁠⁠⁠⁠⁠⁠⁠Facebook⁠⁠⁠⁠⁠⁠⁠⁠ | Tweet Us: ⁠⁠⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠⁠⁠ | Follow Us: ⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠ | Listen Here: ⁠⁠⁠⁠⁠⁠⁠⁠Podcast⁠⁠⁠⁠⁠⁠⁠

What’s new with LuAnn Nigara:
⁠RSVP to the 10th Birthday Party for A Well-Designed Business Podcast in HPMKT⁠
⁠⁠Boardroom for Creatives⁠⁠
⁠⁠⁠⁠⁠⁠⁠⁠Watch the Docuseries!⁠⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠⁠https://www.luannnigara.com/cob⁠⁠⁠⁠⁠⁠⁠⁠

Get The Goodies!
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free ⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠.

Purchase LuAnn’s Books Here:
Book 1: ⁠⁠⁠⁠⁠⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠⁠⁠⁠⁠⁠
Audiobook: ⁠⁠⁠⁠⁠⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠⁠⁠⁠⁠⁠
Book 2: ⁠⁠⁠⁠⁠⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts⁠⁠⁠⁠⁠⁠⁠⁠
Book 3: ⁠⁠⁠⁠⁠⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts Volume 2⁠

Other Shows Mentioned:
Episode 1039Melanie Zaelich: Consultation-Only Interior Design: How to Set Boundaries and Avoid Scope Creep
1 hr 23 min
October 06 1233: Chana-Rivka Thierman & Faigy Chaskelson: How to Make Industry Events Worth Your Time
Today with Chana-Rivka Thierman & Faigy Chaskelson:
Are you attending industry events by wandering the expo floor, visiting the same vendors you already know, collecting business cards, and hoping something valuable comes from the day? There’s a more intentional way to do it.
Today, I’m joined by commercial interior designer Faigy Chaskelson and architect Chana-Rivka Thierman to talk about how they use industry events to build relationships, discover resources, meet peers, and connect with professionals outside their immediate circles. And Faigy truly practices what she preaches. Years ago, she drove more than an hour each way to attend a Window Works Lunch and Learn because she wanted to meet me. That introduction grew into a relationship, and ultimately Faigy was the person who suggested I speak at the Design X Architecture Summit, DXAS. That relationship is also part of the reason the three of us are having this conversation today.
We talk about going into an event with a plan, being selective about whom you want to meet, approaching conversations with genuine curiosity, and following up afterward so a promising introduction has the opportunity to become a real relationship. We also talk about why your relationships with other designers, architects, vendors, builders, and industry professionals can become an important resource for your business.
And, of course, we talk about DXAS, happening December 1st at American Dream in East Rutherford, New Jersey. I attended last year, I’ll be speaking this year, and I genuinely enjoyed the environment they created for learning, sourcing, and actually spending time with people.
If you’re investing a day away from your business to attend a conference, market, or trade show, this conversation will help you make that day count.
The first 100 A Well-Designed Business listeners can attend DXAS for $24.99 with code LUANN26.

More about Chana-Rivka Thierman & Faigy Chaskelson
CHANA-RIVKA THIERMAN
Founder & CEO, THIERMAN Design & Consulting
Chana-Rivka Thierman is a French-registered architect and founder of THIERMAN Design & Consulting, an interior design studio based in the USA. She has international experience across France, Russia, and the United States, with a career spanning architecture, design, workplace strategy, BIM, and construction.
In France, she worked within Bouygues, one of the country’s largest construction groups, including on the construction of the Paris Courthouse designed by Renzo Piano Building Workshop. Working within a large-scale construction environment shaped her understanding of how design connects to execution, coordination, decision-making, and the broader business of building.
Today, she brings that cross-disciplinary perspective to her own design practice and to her involvement in helping shape the programming for DXAS 2026, bringing together perspectives across design, architecture, development, construction, technology, and industry.
—-
Faigy Chaskelson is an entrepreneur, commercial interior designer, and co-founder of The Artify Group, where she leads business development and builds strategic relationships across the design and architecture community.
She is also the founder and CEO of Styles Design Interiors, a commercial interior design and procurement firm serving senior living, healthcare, multifamily, and public-sector projects.
With experience on both the design and business-development sides of the industry, Faigy has built her career around connecting people, resources, and opportunities. She believes some of the strongest business growth happens when professionals stop simply networking and start intentionally building relationships that create value for everyone at the table.

Connect with Chana-Rivka Thierman & Faigy Chaskelson:
DXAS 2026 - Register here!
Chana’s Website
Faigy’s Website
Chana’s Instagram
Faigy’s Intagram
Chana’s LinkedIn
Faigy’s LinkedIn

Aha Moments with Chana-Rivka Thierman & Faigy Chaskelson:
"I can guarantee that seventy-five percent of the people feel the way you feel. Even if you're in the room with people that you know in the industry, most of the people are afraid... you just have to go over and say hi." -Faigy
"Imagine you're at the event and you're standing by yourself and someone walks up and says, Hi, I'm Luann. Are you a designer too? Do you think any person is gonna be like, How dare you walk up to me at a networking event and say hello to me?" -LuAnn
"You need to be smart also because you won't be able to meet everyone. So you really also need to be selective at the beginning and then things can happen." -Chana
"You should come with a plan. Who do you want to meet? How many of those type of people you want to meet? Because you know there's architects... vendors, if you need a specific source, most likely there's going to be a person in that room for you." -Faigy

Connect with LuAnn Nigara:
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Blog⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Power Talk Friday⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
Like Us: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Facebook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | Tweet Us: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | Follow Us: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | Listen Here: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

What’s new with LuAnn Nigara:
⁠⁠⁠⁠RSVP to the 10th Birthday Party for A Well-Designed Business Podcast in HPMKT⁠⁠⁠⁠
⁠⁠⁠⁠⁠Boardroom for Creatives⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Watch the Docuseries!⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.luannnigara.com/cob⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Get The Goodies!
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

Purchase LuAnn’s Books Here:
Book 1: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
Audiobook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
Book 2: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
Book 3: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts Volume 2⁠⁠⁠
Other Shows Mentioned⁠
Episode 1097: NEW SHOW: Margalit Lankry: Designers with Intention. A Community with a Collaborative, Abundance Mindset
57 min
October 02 1232: What Would Lu Do: AI Gave You the Right Answer, but You Asked the Wrong Question
Today With LuAnn Nigara:
AI can hallucinate. It can give you information that is flat-out wrong. But what happens when AI gives you a really good answer?
In this What Would Lu Do episode, LuAnn Nigara explores a more subtle risk of using AI in your interior design business: getting an accurate, intelligent, well-researched answer to a question that wasn't the right question to begin with.
Through examples from her own work with AI, including a lesson involving designer Megan Moulton, a real Chairman of the Board client evaluating a significant marketing investment, and an AI-generated answer about interior design profitability, LuAnn shows where experience and business judgment still matter.
You'll hear why more information isn't the same as more experience, how AI can move from observation to diagnosis without enough evidence, and why a mathematically attractive ROI doesn't necessarily make an investment a smart business decision.
LuAnn also explains what to do when you don't yet have the experience to recognize what you're missing, including when it makes sense to borrow the expertise of someone who does.
AI can research, organize, compare, analyze, and help you move faster. But somebody still has to sit in the CEO chair.
That somebody is you.

Connect with LuAnn Nigara:
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Blog⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Power Talk Friday⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
Like Us: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Facebook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | Tweet Us: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | Follow Us: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | Listen Here: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast⁠⁠⁠⁠⁠⁠⁠⁠⁠

What’s new with LuAnn Nigara:
⁠⁠⁠RSVP to the 10th Birthday Party for A Well-Designed Business Podcast in HPMKT⁠⁠⁠
⁠⁠⁠⁠Boardroom for Creatives⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Watch the Docuseries!⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.luannnigara.com/cob⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Get The Goodies!
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

Purchase LuAnn’s Books Here:
Book 1: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
Audiobook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
Book 2: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
Book 3: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts Volume 2⁠⁠
Other Shows Mentioned
Episode 455: Megan Molten: Another Side Hustle Success Story
Episode 677: Megan Molten: To Succeed, Focus on Your Why
Episode 1230: What Would Lu Do?: Are You Disqualifying Leads Too Soon?
35 min
September 29 1231: CEO Conversations with Kate O'Hara: Closing the Client Experience Gap
Today with Kate O’Hara:
Today with Kate O'Hara, we're digging into something every designer feels but doesn't always name: the client experience gap. Kate spent years running a luxury design firm, which means she's had a front-row seat to what actually keeps high-end clients coming back, and what quietly sends them somewhere else next time. In this conversation, we’re talking about the space between the experience you think you're delivering and the one your client is actually having.
We’re discussing how expectations get set (or don't), what happens when you assume you know what a client means instead of asking, and why the most generous thing you do in month one can become the very thing that costs you a client down the road. Kate also shares a couple of real stories from her own firm, including one dream project that didn't end the way anyone hoped. If you've ever wondered why gorgeous design doesn't always translate into repeat business and referrals, this episode is going to give you a lot to think about.

LuAnn and Kate's Aha Moments:
"As great as your design is, as award-winning and nationally published as it might be, what actually runs your business is the experience that you deliver." — Kate O'Hara

"Anything that you do early for your client is, to the client, that's normal. That is now your services. And the second you tell them that wasn't part of our services, you're not granting them anything special, you're taking something away." — Kate O'Hara

"It's what we say, whether it's in personal relationships or business relationships — we teach people how to treat us. We teach them by the things we say and we do, and the things we allow and the things we don't allow, how they're gonna treat us." — LuAnn Nigara

More About Kate O’Hara:
Kate O'Hara is the founder of Lake House Group, an advisory practice that helps founder-led and second-generation businesses navigate growth, operational blind spots, and transitions. She previously served as the second-generation CEO and Creative Director of O'Hara Interiors before intentionally closing the prominent design firm to focus on advisory work and co-owning the Design Influencers Conference. [⁠1⁠,⁠ 2⁠,⁠ 3⁠]

Connect with Kate O’Hara:
⁠O'Hara Interiors Website⁠
⁠O'Hara Interiors Instagram⁠
⁠Lake House Group Website ⁠
⁠Design Influencers Conference Website⁠
⁠Design Influencers Instagram⁠
⁠Fay + Belle Website⁠
⁠Fay + Belle Instagram⁠

What’s new with LuAnn Nigara:
⁠⁠Boardroom for Creatives⁠⁠
⁠⁠⁠⁠⁠⁠⁠⁠Watch the Docuseries!⁠⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠⁠https://www.luannnigara.com/cob⁠⁠⁠⁠⁠⁠⁠⁠

Get The Goodies!
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free ⁠⁠here⁠⁠.

Purchase LuAnn’s Books Here:
Book 1: ⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠
Audiobook: ⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠
Book 2: ⁠⁠A Well-Designed Business – The Power Talk Friday Experts⁠⁠
Book 3: ⁠⁠A Well-Designed Business – The Power Talk Friday Experts Volume 2⁠⁠

Connect with LuAnn Nigara:
LuAnn’s ⁠⁠Website⁠⁠
LuAnn’s ⁠⁠Blog⁠⁠
⁠⁠Power Talk Friday⁠⁠
Like Us: ⁠⁠Facebook⁠⁠ | Tweet Us: ⁠⁠Twitter⁠⁠ | Follow Us: ⁠⁠Instagram⁠⁠ | Listen Here: ⁠⁠Podcast⁠⁠

Other Shows Mentioned:
⁠Episode 1030⁠⁠: Ceo Conversations with Kate O’Hara: Insights and Strategies on Successful Scaling

⁠⁠Episode 1042⁠⁠: Ceo Conversations with Kate O’Hara: End-of-Year Business Strategies for Designers: Pipeline, Productivity, and Press

⁠⁠Episode 1148: ⁠⁠Ceo Conversations with Kate O’Hara: A Framework for Understanding Luxury Interior Design Clients

⁠⁠Episode 1157⁠⁠: Ceo Conversations with Kate O’Hara: Marketing to the Three Tiers of Luxury Clients and How to Attract Each One⁠⁠

Episode 1188⁠⁠: Ceo Conversations with Kate O’Hara: Scaling Your Design Firm Part 1: The Three Paths Forward⁠⁠

Episode 1202: ⁠⁠Ceo Conversations with Kate O’Hara:Is Your Next Idea a Revenue Driver or a PR Play? Part 2
Episode 1219: CEO Conversations with Kate O’Hara: Stop Defending Your Pricing to Your Clients
Episode 986: Power Talk Friday: Sandra Funk: Boundaries and Expectations are a Few of My Favorite Things
1 hr 17 min
September 25 1230: What Would Lu Do?: Are You Disqualifying Leads Too Soon?
Today With LuAnn Nigara:
Qualifying leads is good business. But the qualification strategy that makes sense when your interior design firm is booked several months out may not make sense when your pipeline has room or your sales skills still need strengthening.
In this What Would Lu Do episode, LuAnn challenges you to look at whether your qualification process reflects the business you actually have today. Because there is an important difference between knowing a prospect isn't right for your firm and assuming they aren't based on limited information.
Using lessons from more than 40 years of selling at Window Works, LuAnn explains why “not qualified in” is not the same as “qualified out,” and why an imperfect answer on an inquiry form may deserve another question before you make the decision.
You'll also hear LuAnn's distinction between sales practice and sales scrimmages. You can practice your questions, explain your services, and rehearse saying your fees. But a live prospect doesn't know your script. That's where you learn to listen, respond in real time, explain your value, talk about money, and confidently recognize when the answer really is no.
LuAnn also shares a practical 90-day assignment to help strengthen your discovery-call skills and asks one important question to consider the next time you're tempted to immediately disqualify an inquiry:
Do I actually know that yet?

Connect with LuAnn Nigara:
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠⁠⁠Blog⁠⁠⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠⁠⁠Power Talk Friday⁠⁠⁠⁠⁠⁠⁠⁠⁠
Like Us: ⁠⁠⁠⁠⁠⁠⁠⁠⁠Facebook⁠⁠⁠⁠⁠⁠⁠⁠⁠ | Tweet Us: ⁠⁠⁠⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠⁠⁠⁠ | Follow Us: ⁠⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠⁠ | Listen Here: ⁠⁠⁠⁠⁠⁠⁠⁠⁠Podcast⁠⁠⁠⁠⁠⁠⁠⁠

What’s new with LuAnn Nigara:
⁠⁠RSVP to the 10th Birthday Party for A Well-Designed Business Podcast in HPMKT⁠⁠
⁠⁠⁠Boardroom for Creatives⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠⁠⁠Watch the Docuseries!⁠⁠⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.luannnigara.com/cob⁠⁠⁠⁠⁠⁠⁠⁠⁠

Get The Goodies!
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free ⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠.

Purchase LuAnn’s Books Here:
Book 1: ⁠⁠⁠⁠⁠⁠⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠⁠⁠⁠⁠⁠⁠
Audiobook: ⁠⁠⁠⁠⁠⁠⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠⁠⁠⁠⁠⁠⁠
Book 2: ⁠⁠⁠⁠⁠⁠⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts⁠⁠⁠⁠⁠⁠⁠⁠⁠
Book 3: ⁠⁠⁠⁠⁠⁠⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts Volume 2⁠
Other Shows Mentioned
#316 WTFP What Would Lu Do?: How to Qualify Leads Without Disqualifying Your Future Revenue
Episode 1229: MBA: The Discovery Call: Listen, Learn, Then Lead
28 min
September 221229: MBA: The Discovery Call: Listen, Learn, Then Lead
Today With LuAnn Nigara:
You already have questions you ask on a discovery call. But do you know what you’re actually trying to learn from the answers?
In this MBA episode of A Well-Designed Business, LuAnn Nigara goes into the archives to pull together sales lessons from Matt Cobb, Leah Neaderthal, Tracee Murphy, and Nikki Rausch. Together, their advice reveals a more strategic way for interior designers to think about the discovery call.
A great discovery call isn’t simply a get-to-know-you conversation or a checklist of questions about scope, budget, and timeline. It’s an opportunity to learn how a prospective client makes decisions, what they truly value, what problem they are trying to solve, and what their answers are telling you about how to lead the sales conversation.
LuAnn breaks down how to ask questions with intention, listen beyond the surface answer, capture the client’s own words, and use what you learn to make stronger recommendations. She also explains why listening matters all the way through the sale, including recognizing when a client is ready to move forward and when a prospect may not be the right fit.
The goal isn’t to convince every prospect to hire you. It’s to understand the person in front of you well enough to determine whether there is a win-win and, when there is, confidently lead them toward the right next step.
Listen. Learn. Then lead.
In this episode, you’ll learn:
Why every discovery question should have a purpose.

How to listen for what a prospective client means, not only what they say.

How to identify the “nuggets” that reveal what the client truly values.

How to use the client’s own words when presenting your design recommendations.

How to recognize buying signals without selling past the close.

Why the information you gather should determine what you do next in the sales process.
Connect with LuAnn Nigara:
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠⁠Blog⁠⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠⁠Power Talk Friday⁠⁠⁠⁠⁠⁠⁠⁠
Like Us: ⁠⁠⁠⁠⁠⁠⁠⁠Facebook⁠⁠⁠⁠⁠⁠⁠⁠ | Tweet Us: ⁠⁠⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠⁠⁠ | Follow Us: ⁠⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠⁠ | Listen Here: ⁠⁠⁠⁠⁠⁠⁠⁠Podcast⁠⁠⁠⁠⁠⁠⁠

What’s new with LuAnn Nigara:
⁠RSVP to the 10th Birthday Party for A Well-Designed Business Podcast in HPMKT⁠
⁠⁠Boardroom for Creatives⁠⁠
⁠⁠⁠⁠⁠⁠⁠⁠Watch the Docuseries!⁠⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠⁠https://www.luannnigara.com/cob⁠⁠⁠⁠⁠⁠⁠⁠

Get The Goodies!
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free ⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠.

Purchase LuAnn’s Books Here:
Book 1: ⁠⁠⁠⁠⁠⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠⁠⁠⁠⁠⁠
Audiobook: ⁠⁠⁠⁠⁠⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠⁠⁠⁠⁠⁠
Book 2: ⁠⁠⁠⁠⁠⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts⁠⁠⁠⁠⁠⁠⁠⁠
Book 3: ⁠⁠⁠⁠⁠⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts Volume 2
Other Shows Mentioned
Episode 318: What Would Lu Do?: Exactly What to Ask on a Discovery Call: Sales Questions That Actually Work
Episode 769: Power Talk Friday: Leah Neaderthal: Sales Techniques for Introverts
Episode 1081: Tracee Murphy: The Psychology of Luxury Sales in Interior Design
Episode 508: Power Talk Friday: Nikki Rausch: The Sales Maven
29 min
September 18 1228: Kelly Finley: From Bigger to Better
Today with Kelly Finley:
Kelly Finley built the firm you're told to want. Nine people. Two offices, one in California and one in Georgia. Major projects, press, a team that could run circles without her in the room. From the outside, she'd made it.
Then her husband's job moved the family to Georgia, and the model that got her there started costing her more than it gave back. The distance between offices. The team changes that came with distance. The quality control that got harder to hold onto from three time zones away. Kelly had to sit with a question a lot of designers avoid asking once they've already built something big: is this actually what I want, or is it just what I built?
Her answer wasn't dramatic. It was a decision, made in stages, to bring the firm back down to a lean, senior team, and to know her numbers well enough to trust the decision. She talks about what it costs to keep a firm open every month, why she used AI to reshape a six figure role instead of hiring someone new to do the same job the same old way
She also talks about Joy Street Initiative, the nonprofit she runs alongside her design firm, renovating spaces in women's and children's shelters with the same care she'd bring to a client's living room. This year marks 15 years in business, and she's launching a campaign called 15 Spaces to raise $150,000 for that work. To learn more about that go to joystreetinitiative.com
This is a conversation about what happens when you've already proven you can build the big version, and you decide better matters more than bigger. Listen in and hear how she's doing it.

More About Kelly Finley:
Kelly Finley is the founder of Joy Street Design, a nationally-acclaimed interior design firm, and Joy Street Initiative, a nonprofit transforming spaces for women and children in crisis. She also co-hosts Hustle Adjacent, a podcast about designing the life you actually want to live. Known for bold color, joyful spaces, and an unapologetic approach to living well, Kelly doesn’t just design beautiful rooms. She’s proof that you can build a life of purpose, success, and pleasure without compromise.

Connect with Kelly Finley:
Website
Joy Street Initiative
Instagram
Facebook
Pinterest

Connect with LuAnn Nigara:
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠Blog⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠Power Talk Friday⁠⁠⁠⁠⁠⁠⁠
Like Us: ⁠⁠⁠⁠⁠⁠⁠Facebook⁠⁠⁠⁠⁠⁠⁠ | Tweet Us: ⁠⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠⁠ | Follow Us: ⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠ | Listen Here: ⁠⁠⁠⁠⁠⁠⁠Podcast⁠⁠⁠⁠⁠⁠

What’s new with LuAnn Nigara:
RSVP to the 10th Birthday Party for A Well-Designed Business Podcast in HPMKT
⁠Boardroom for Creatives⁠
⁠⁠⁠⁠⁠⁠⁠Watch the Docuseries!⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠https://www.luannnigara.com/cob⁠⁠⁠⁠⁠⁠⁠

Get The Goodies!
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free ⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠.

Purchase LuAnn’s Books Here:
Book 1: ⁠⁠⁠⁠⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠⁠⁠⁠⁠
Audiobook: ⁠⁠⁠⁠⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠⁠⁠⁠⁠
Book 2: ⁠⁠⁠⁠⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts⁠⁠⁠⁠⁠⁠⁠
Book 3: ⁠⁠⁠⁠⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts Volume 2

Other Shows Mentioned:
Episode 1144: BEST OF: Marianna Zimmerman: It’s Never Too Late to Design Your Life

Episode 1203: Madelaine Mayer: The Interior Designer Who Spent 20 Years as an Architect Before Choosing Joy

1 hr 13 min
September 151227: BEST OF: Michele Williams: Re-Visiting Michele Williams’ Tips for Time Management
Today on the show I have yet another fabulous business coach who specializes in our industry! Michele Williams is with me! Michele is the founder of Scarlet Thread and Consulting in Atlanta, Georgia. Today we will learn about Michele’s background which includes the financial software industry as well as a business in soft window treatment fabricator. She also has a BS in business administration, a diploma in Christian life coaching and she is one of the few certified profit first coaches in the United States. Michele was also the communication director and editor in chief of the Drapery and Designs Professional Magazine from 2009 to 2012. She is a member of The Design Collective in Atlanta, the Designers Work Club Council and the Window Covering Association of America. After talking to Michele I realized that there are so many things I could talk with her about but after we talk about her background a little bit we are going to pull apart work scheduling and chunking our day to have more productivity.
Show Notes:
What is her background in the financial software industry?

When did she decide to start her window treatment business?

Did she start with a business plan?

How did she start to make her business bigger?

What is the Design Collective in Atlanta?

What is a round table discussion and how is it helpful?

How is the Window Coverings Association helpful to Michele and her business?

What are some of things that you can expect Michele to talk about the expo IWCE in Charlotte?

Why is it important to listen to different people say the same things?

Why is important to be able to chunk your time for productivity?

Is it better to be proactive or reactive?

How should you plan your calendar?
Resources:
Website: Scarlet Thread Consulting
Facebook: Scarlet Thread Consulting
Instagram: Scarlet Thread
LinkedIn: Michele Williams
Twitter: Michele Williams
Financial Health Checklist PDF: Scarlet Thread Consulting

Previous shows mentioned:
#104 Kate the Socialite
#94 Debi Pinelli (A& J Interiors)
#69,
#93 Stacey Brown Randall
#128 Grace McNamara
#125,
#317 Nicole Heymer
#141 Jim Riviello

Links:
WCAA
IWCE Vision
Window Fashion Vision

Connect with LuAnn Nigara:
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠Blog⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠Power Talk Friday⁠⁠⁠⁠⁠⁠⁠
Like Us: ⁠⁠⁠⁠⁠⁠⁠Facebook⁠⁠⁠⁠⁠⁠⁠ | Tweet Us: ⁠⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠⁠ | Follow Us: ⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠ | Listen Here: ⁠⁠⁠⁠⁠⁠⁠Podcast⁠⁠⁠⁠⁠⁠

What’s new with LuAnn Nigara:
RSVP to the 10th Birthday Party for A Well-Designed Business Podcast in HPMKT
⁠Boardroom for Creatives⁠
⁠⁠⁠⁠⁠⁠⁠Watch the Docuseries!⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠https://www.luannnigara.com/cob⁠⁠⁠⁠⁠⁠⁠
1 hr 10 min
September 111226: BEST OF: Eileen Hahn: Scaling from 2 Million to 5 Million
Today with Eileen Hahn
Welcome to A Well-Designed Business, it’s Power Talk Friday! Today, Luann and her guest, Eileen Hahn, dig into how to scale your design business from 2 million to 5 million. Going from 2 to 5 million is not easy, and it does not happen by accident. Intentional is the name of the game when scaling at this level. Who better to take us through that than Eileen? She’s the HR whisperer from LuAnn’s first Power Talk Friday Experts book. Eileen was with us all at LuAnn Live and she also has a chapter in LuAnn’s upcoming second Power Talk Friday Experts book, as well. Oh, and did you know that LuAnn and Eileen are COUSINS? Tune in to their conversation for expert advice on hiring, retaining, and scaling, and be amazed as Eileen takes
this overwhelming task of scaling and breaks it down into a simple (not easy, simple) to-do list!
Eileen Hahn is a leadership consultant who works with firms like Anheuser-Busch, Ericson Worldwide, General Motors, Legoland, San Diego Padres, and interior design firms, as well as smaller entrepreneurial firms. She teaches leaders in these organizations how to hire and lead exceptional employees who bring fire and energy to their work, achieve high levels of performance, and generate financial results. Eileen’s work has improved productivity, profitability, and employee work passion. It has also brought the employees joy, peace, purpose, and prosperity.

Show Highlights:
Create a compelling vision statement that defines your firm. Make it something your team can get excited about and feel proud to be a part of.

Then take that vision and get real with it – set a monetary goal.

Now, back up that financial goal with a sales strategy. It’s human nature to just hope you’ll hit your goal. But just hoping isn’t going to get you where you want to go. To hit your dollar amount goal, you must dedicate considerable time to developing your sales strategy.

Dissect your business. Think about:

What has worked before?

Can this take us to the next level, or is this activity maxed out?

What am I going to do differently to scale?

Eileen breaks down the overwhelming task of scaling and breaks it down into these simple steps:

What do I like doing?

What am I good at doing?

What market segment do I enjoy working in?

Each year you should spend a minimum of 2-3 days of strategic analysis and planning for your business. Quarterly planning is even better!

The world is changing and so is business, so we must keep on eye on what is working and plan for new strategies.

Understand where you are as the business owner, what you need, and where you see yourself so that you can set yourself up for success with the right people.

Eileen shares hiring considerations and tips.

If you’re thinking about growth, recognize this time as the last opportunity you’ll have to assess whether each person on your team fits and is utilizing their strengths and skills.

Eileen has put in the work for you on preparing Interior Design Firm Hiring Toolkits for hiring Exceptional Designers, Design Assistants, Expediter/Purchasers, Bookkeepers, and Office Administrators. The investment is $297 for each role, or purchase the bundle for a discounted price!
Connect with Eileen!
Eileen’sWebsite
Eileen’s Instagram
Eileen’s LinkedIn
Eileen’s Interior Design Firm Hiring Toolkits
Eileen’s Email

Connect with LuAnn Nigara:
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠Blog⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠Power Talk Friday⁠⁠⁠⁠⁠⁠⁠
Like Us: ⁠⁠⁠⁠⁠⁠⁠Facebook⁠⁠⁠⁠⁠⁠⁠ | Tweet Us: ⁠⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠⁠ | Follow Us: ⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠ | Listen Here: ⁠⁠⁠⁠⁠⁠⁠Podcast⁠⁠⁠⁠⁠⁠

What’s new with LuAnn Nigara:
RSVP to the 10th Birthday Party for A Well-Designed Business Podcast in HPMKT
⁠Boardroom for Creatives⁠
⁠⁠⁠⁠⁠⁠⁠Watch the Docuseries!⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠https://www.luannnigara.com/cob⁠⁠⁠⁠⁠⁠⁠

Other shows mentioned
#363 Eileen Hahn
#364 Janelle Photopoulos
#127, #388, #549 Corey Damen Jenkins
#130, #215 Kate O’Hara
#64, #492 Laura Umansky
1 hr 18 min
September 08 1225: MBA: Is AI Recommending Your Interior Design Business?
Today With LuAnn Nigara:
When a potential client asks an AI search tool for an interior designer who solves the exact problem you solve, will your business show up?
LuAnn decided to test the question on her own business, and the results were eye-opening. AI understood a lot about LuAnn Nigara Inc., but it missed one of her newest offers and recommended a one-time coaching program from around 2017 that hasn't been available for years.
In this solo episode, LuAnn connects this discovery to lessons she's been teaching for nearly a decade, including Fred Berns' “Only,” Deb Mitchell's approach to specific website copy, Melissa Fields' lesson on connecting your differentiators to client benefits, and Robyn White's reminder that beautiful work is not enough.
You'll learn how to audit the public information about your own design firm, test the real questions your ideal clients may be asking, and identify where outdated, generic or incomplete information may be getting in the way.
The goal isn't to write your website for robots. It's to make sure the information about your business is current, specific and true, so the right clients can understand why you're the right fit.

Connect with LuAnn Nigara:
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠
LuAnn’s ⁠⁠⁠⁠⁠⁠⁠Blog⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠Power Talk Friday⁠⁠⁠⁠⁠⁠⁠
Like Us: ⁠⁠⁠⁠⁠⁠⁠Facebook⁠⁠⁠⁠⁠⁠⁠ | Tweet Us: ⁠⁠⁠⁠⁠⁠⁠Twitter⁠⁠⁠⁠⁠⁠⁠ | Follow Us: ⁠⁠⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠⁠⁠ | Listen Here: ⁠⁠⁠⁠⁠⁠⁠Podcast⁠⁠⁠⁠⁠⁠

What’s new with LuAnn Nigara:
RSVP to the 10th Birthday Party for A Well-Designed Business Podcast in HPMKT
⁠Boardroom for Creatives⁠
⁠⁠⁠⁠⁠⁠⁠Watch the Docuseries!⁠⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠⁠https://www.luannnigara.com/cob⁠⁠⁠⁠⁠⁠⁠

Get The Goodies!
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free ⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠.

Purchase LuAnn’s Books Here:
Book 1: ⁠⁠⁠⁠⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠⁠⁠⁠⁠
Audiobook: ⁠⁠⁠⁠⁠⁠⁠The Making of A Well – Designed Business: Turn Inspiration into Action⁠⁠⁠⁠⁠⁠⁠
Book 2: ⁠⁠⁠⁠⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts⁠⁠⁠⁠⁠⁠⁠
Book 3: ⁠⁠⁠⁠⁠⁠⁠A Well-Designed Business – The Power Talk Friday Experts Volume 2
30 min

About A Well-Designed Business® | Interior Design Business Podcast

From the publisher's feed

In today's world being a talented interior designer isn't enough to ensure that you have a profitable and successful business. Design school curricula doesn't always equip you with the business skills…