Brad Leavitt Podcast

Located ​in Berkeley, California, Lane McNab Interiors infuses a sophisticated sensibility into residential and commercial interiors. The firm specializes in primary and secondary homes, boutique retail spaces, and large scale projects with a vast knowledge of historical architecture. Opened in 2012, LMI is known for its artful approach to sophisticated living. Although each project is the reflection of a deep collaboration between designer and client, all of Lane’s projects reflect an edited warmth that highlights the beauty of everyday life.

Brad and Lane go on to talk about her firm’s best practices for environmental stewardship and the state of the industry as a whole with regard to its focus on ensuring sustainability throughout the supply chain.

Finally, Lane shares how she built her own interior design firm and lessons learned through the years on running a business, including the importance of EQ and critical thinking.

Topics Discussed: 

• 01:58] What “sustainable” means to Lane
• [06:42] Creating timeless pieces
• [11:28] How Lane built up her knowledge of the industry over time
• [13:43] Dealing with pushback from customers regarding budget
• [15:57] Meeting environmental standards in California
• [18:28] How Lane sources and manufactures her pieces to ensure non-toxicity
• [28:21] Other companies that have a sustainability focus
• [30:08] Making sure material is actually as healthy and sustainably sourced as claimed
• [36:26] Designing with purpose to make products more beneficial to the environment
• [37:32] Defining microplastics
• [41:00] Getting on the same page with architects
• [43:14] How Lane started her own interior design firm and learning about business
• [45:58] Lane’s decision to hire her first employee
• [49:12] Developing your EQ as a business owner
• [52:48] How designers and contractors can work well together in service of the client
• [53:55] Lane’s Instagram marketing strategy
• [56:56] Being represented by Sloan Miyasato
• [59:03] Lane’s upcoming projects

Connect with Guest:

• Website 
• Shop
• Instagram
• Instagram 

Connect with Brad Leavitt:

• Website
• Instagram 
• Facebook 
• Houzz 
• Pinterest
• YouTube 

Resources & People Mentioned:

• Sustainability
• Greenwashing
• Cradle to Cradle by Michael Braungart
• LEED Certification
• Net Zero Iconic Home
• ICF (Insulating Concrete Form) 
• Material Bank
• Title 24 Standard
• Greenguard Certification
• B Corporations
• FSC Certification
• OEKO - TEX
• Green Business Bureau 
• Sloan Miyasato
• Outgassing
• West Elm Sustaibale & FSC-Certified
• Crate & Barrel Environmental Initiatives
• The Citizenry
• Avocado Mattress 
• Armadillo 
• Fireclay Tile 
• Leather Working Group 
• Microplastics
• VOC
• LMI 
• San Francisco Design Center 
• Sloan Miyasato Shop
• Erik Waldorf

Key Quotes from Episode:

• We can transform any industry by ensuring that the next life of a product is planned at its inception.
• I think antiques and vintage are probably the most affordable way to add sustainability to your design.
• We have two principles in designing the line. The first is quality and the second is environmental stewardship.
• Because it is a very overwhelming amount of work to do to ensure that everything you’re offering your clients has this level of environmental stewardship, just do one part of it. Just do a piece of it, because that alone makes a difference.
• The biggest indicator of whether or not you’ll be successful in this business has nothing to do with your talent, your experience, or your education. It’s whether or not you have a high EQ.

Chris is a registered California architect and member of the AIA with a Bachelor’s Degree from California Polytechnic University in San Luis Obispo. Since childhood, he’s been fascinated by the built environment and the creative possibilities that art and architecture have to offer. Spending his formative years in a small town in Northeast Oregon, Chris learned to value the beauty in nature at a young age. This continued to inspire him through his education and into his career. His talents have been most appreciated in the design of many beautiful custom homes and happy clients. His approach has always been to first better understand a client’s dreams and unique project constraints in order to create more informed and inspired designs. Chris has used his exceptional design talents and years of experience in Southern California to create a truly unique and progressive architectural practice.

Listen in as Chris explains how he developed the company’s social media strategy and how it has influenced growth since its founding in 2009. He also shares what it was like to start a company in the aftermath of the recession.

Chris also talks about his process for guiding clients through the process from beginning to end and how he nips common obstacles in the bud such as pushback around costs and setting expectations at the initial consult. Finally, he talks about using VR and renderings to raise his clients’ confidence and trust in his ability to deliver on their desires.

Topics Discussed:

• [02:39] Chris’s social media strategy for Brandon Architects
• [04:48] How photorealistic rendering has impacted business for the better
• [08:26] The impact of social media on the company’s growth and ability to attract clients
• [11:37] Why Chris decided to start his company during the recession
• [12:42] The company’s tipping point
• [14:23] How Brandon Architects is able to take on a wide variety of project types
• [16:10] Chris’s favorite style or aesthetic as a designer
• [18:56] How Brandon Architects works with clients from beginning to end
• [22:25] Navigating the budget side of the process
• [28:22] Dealing with pushback or resistance from clients
• [30:33] Collaborating and building rapport and trust with designers and builders
• [35:32] Setting expectations with the client when giving virtual tours
• [41:33] How VR makes a huge difference from a client’s perspective early on
• [44:39] Developing designs and renderings in-house
• [47:24] Familiarizing yourself with the different codes and restrictions in different states
• [51:04] What keeps Chris up at night at this point in his career?
• [52:39] Brandon Architects’ upcoming projects

Connect with Brandon Architects: 

• Website
• Instagram 

Connect with Brad Leavitt & AFT Construction:

• Website
• Instagram
• Facebook
• Houzz
• Pinterest
• YouTube

Key Quotes by Christopher Brandon: 

• At the end of the day, your best calling card is your work.
• We try to make our process very client-focused. I think that’s why our portfolio is very diverse: We enjoy our clients’ creativity and passion for their projects. I want them to be happy and emotionally engaged throughout the process.
• The core concept of keeping clients happy is managing expectations.
• I believe strongly that collaboration makes for better projects and I like to bring on partners and people who are just as passionate about what they do as I am about what I do.
• Finding good local partners is a cornerstone of success for our faraway projects.

Produced by Koi Koi 

Today Brad speaks with Christian Daw of Christian Daw Design.

With a passion for beautiful homes and an appreciation for practicality and comfort, Christian Daw runs a successful boutique interior and architectural design firm. In addition to rethinking classic interior design, tailored to today’s homeowner, he creates spaces that are luxurious yet unpretentious. Christian’s aesthetic is timeless, a look he achieves by blending simplicity and modern lines with historic details and rustic elements.  His approachable affect is evident on Instagram, where he shares his life, work, and inspirations. Based in Washington, DC, Christian has projects across the United States and internationally.

Listen in as Christian explains why he decided to make a shift from the legal profession into architectural design and which skills he was able to transfer over into his new career path. He also shares how he was able to hire five full-time employees and create a tight-knit team in a relatively short span of time.

Christian also discusses how he builds his network on social media as well the approach he takes to vetting the countless potential clients who he and his team communicate with online. Finally, he talks about his current growth strategy for the firm entering 2021.

Topics Discussed:

• [02:21] Did having a legal background prepare Christian architecture or design?
• [03:19] Why Christian switched career paths
• [06:00] How Christian developed his business model and learned to price his services
• [09:48] Managing the hiring process
• [15:23] Getting the hang of cashflow and compensating a team of five
• [23:50] Why Christian wanted to bring on two architecture students
• [27:18] Dedicating time for daily consults
• [29:50] How Christian vets clients
• [35:44] Delegating tasks as the company grows
• [38:00] Where Christian puts most of his focus on as the owner of his firm
• [39:36] Christian’s Instagram strategy
• [46:52] What Christian wishes he would have known at the start looking back
• [48:17] Handling business development for the firm
• [50:25] Working with local architects and builders
• [51:33] What’s next for Christian Daw Design?

Connect with Christian Daw Design: 

• Website
• Instagram

Connect with Brad Leavitt:

• Website
• Instagram
• Facebook
• Houzz
• Pinterest
• YouTube

Key Quotes by Christian Daw: 

• I want to be the best, and in order to be the best, I have to realize that the company is not just me. I surround myself with people who have experience that I may not personally have.
• Time does cost money, and right now we have more work than we have time; so, if I can pay someone to do something that is better at that task than I am, I would love to do that.

Produced by Koi Koi 

Today Brad speaks with Jim Spurlino, Founder of Spurlino Materials, a supplier of construction materials. He is also the author of Business Bullseye: Take Dead Aim and Achieve Great Success, a guide to establishing, scaling, managing, and creating an exit strategy for small- to medium-size businesses.

Listen in as Jim describes the “three legs of the stool” that make up a successful professional in the construction industry, as well as the unique complexities of being a concrete supplier. He also shares how he, in his first entrepreneurial venture, was able to finance three brand new concrete plants and 45 brand new concrete trucks on day one.

Jim dives deep into how he builds and retains company culture, especially when setting up remote locations and hiring out. He explains what it means to work on your business as opposed to just working in it, via the idea of “knowing your bullseye”—a concept he writes about at length in his book.

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Topics Discussed:

• [02:46] What inspires Jim as an entrepreneur and how he fell into his current career path
• [07:18] How Jim came to start his own firm
• [11:51] The complexities of being a supplier in the concrete industry and Jim’s edge
• [16:51] Motivating the team, especially when they need to work through the night
• [19:31] How Jim dealt with finances and logistics when he started his new venture
• [27:51] Setting up remote plants for mobile work
• [37:24] Keeping track of and evaluating leadership and team members in remote plants
• [41:56] What company owners should prioritize
• [44:06] Keeping company culture intact when hiring out
• [45:36] What it means to “know your bullseye”
• [52:14] The importance of developing a close relationship with your banks
• [56:55] The pros and cons of owning a private company as opposed to a union company
• [01:01:05] Does Jim have an exit strategy?
• [1:05:44] Why Jim decided to enter politics at one point

Connect with Jim Spurlino: 

• Website
• LinkedIn
• Business Bullseye Book

Connect with Brad Leavitt: 

• Website
• Instagram
• Facebook
• Houzz
• Pinterest
• YouTube

Key Quotes by Jim Spurlino:

• I’m inspired by the possibilities—what could be. It’s the challenges, the potential, and particularly the chance to be the best. That’s what always drove not just me, but the company.
• If you and, particularly, your folks aren’t very much attuned to how important it is to stay focused on that bullseye—maximum profits, maximum capacity, maximum quality—you’re going to start to lose. I’ve seen lots of companies go broke because they lost that focus.
• If you’re going to be competitive—if you’re going to be a successful business in this world today, you’d better have a good relationship with your employees. You’d better be striving to be the employer of choice in your market, in your industry. If you’re not, you’ve got bigger problems than just a union coming in trying to get you to pay better wages and benefits.

Produced by Koi Koi 

The company currently has around 150 active projects spread across different regions, each of which has its own Vice President of Finance. A financial reporting group accumulates data from all of these regions each month.

Listen in as Kris speaks on the finance side of running a large commercial contractor that she has had the pleasure of working for over the past 15 years. She describes how contracts are negotiated and why she expects field staff to have a high level of financial acumen to run the business that is their construction project. She also explains how McCarthy’s employees are able to literally own a part of the company via their ESOP.

Finally, Kris shares her experience finding success as a woman in a male-dominated industry and how she balances her immense responsibilities at work with time at home with her husband and six kids.

Topics Discussed: 

• [00:44] How often Kris evaluates the company’s performance financially
• [03:46] How McCarthy acquires new projects and negotiates budgets with clients
• [17:04] The most important metrics to track when looking at the overall balance sheet
• [19:42] Dealing with slow-paying clients and building those relationships
• [25:51] Why field staff should have an extensive understanding of the financials
• [27:59] How incentives for all involved parties are decided on
• [31:16] Deciding who to assign to different projects
• [34:58] Monitoring the sweep account
• [38:02] Managing the complex multi-region company structure from a cash perspective
• [43:14] The challenges of working with unions
• [45:03] The purpose of McCarthy’s Employee Stock Ownership Plan (ESOP)
• [51:34] Finding success as a woman in the male-dominated industry of construction
• [56:56] How Kris achieves work-life balance with a demanding career and a large family

Connect with Kristine Newman & McCarthy Building Company:

• Website 
• Instagram (Kristine Newman) 
• Instagram (McCarthy) 
• Facebook 
• YouTube 
• Twitter 
• LinkedIn 

Connect with Brad Leavitt of AFT Construction:

• Website 
• Instagram 
• Facebook 
• Houzz 
• Pinterest 
• YouTube 

Key Quotes from Episode:

• One of the things that makes us successful is this mindset of continuous improvement and learning from past projects and past situations. They’re never identical, but there are always lessons to pull through from various scopes of work.
• We think of every one of our projects as a small business. We expect our superintendents and project managers to have a high level of financial acumen to run the business, not just build.
• Every single day, our projects are trying to kill someone. What we do is really, really humbling. We build America, and it’s risky; not just financially—it’s risky from a safety standpoint as well.
• Male or female, finding an edge in your career is all about relationships, personalities, and communication.
• Find someone to emulate, male or female. What characteristics of that leader do you want to become, and how do you go about developing yourself and finding those blind spots within yourself to meet that?

Brad, Renee, and Mark have joined forces on a project started by Mark himself called the Net-Zero Iconic Home, also known as the Desert Comfort Home. Simply put, this is a home that produces as much energy as it consumes.

Mark, one of the foremost experts in the country on building science and sustainability, has decided to apply his expertise into building a sustainable house that he can call his own. He has selected Brad to be the builder of the Desert Comfort Home, while Renee and Iconic Life have been chosen to lead the project’s marketing efforts.

Listen in as Renee, Brad, and Mark define their vision for a net-zero home and how a house can be comfortable and aesthetically pleasing while being sustainable and energy-efficient all at the same time.

* Follow the Year-Long Sustainability Journey 

Topics Discussed: 

• 02:41 What is a net-zero home?
• 08:20 How the Desert Comfort home captures rain to water the landscaping
• 10:50 Promoting the project
• 13:11 Why education on the benefits of net-zero homes starts with builders
• 15:34 The long-term savings of investing in a net-zero home
• 25:29 The incredibly unhealthy conditions of traditional indoor environments
• 28:35 Creating healthy water in a net-zero home
• 29:55 Making an impact using your platform
• 32:50 How this project has inspired Brad in his business
• 38:00 Optimizing the interior space
• 41:22 Where we are on the project timeline right now and where we are headed 

Connect with Renee Dee of Iconic  Life: 

• Website 
• Podcast 
• Instagram
• Facebook 
• Pinterest 
• YouTube 
• Twitter
• Clubhouse @Reneedee

Connect with Mark LaLiberte of Construction Instruction: 

• Website
• Instagram
• Facebook
• Twitter

Key Quotes:

• A net-zero house, or a net-zero-ready house, is a house that, for the future, allows the energy consumption to be low enough that an alternate system like a solar system can actually provide the ancillary energy needed that the building doesn’t consume in terms of thermal performance. ~Mark
• We have to create houses that are stunningly efficient and really durable; but the only way to do that is to really focus on how the building enclosure is more than just an enclosure. It’s a place for family and it’s a place for comfort. ~Mark
• A net-zero home creates as much energy as it consumes. ~Renee
• The more we educate the public on net-zero homes, the more that they’re going to gravitate to it, and it doesn’t have to be mandated by the government. ~Brad

The residential and commercial world obviously offer two different working experiences, both of which Erik embraces equally for different reasons. He loves residential because of the tight-knit bond he needs to create with clients in order to realize their dreams; whereas commercial brings with it the pride of being sought out for his professional opinion on major projects and being trusted, with minimal hand-holding, to find solutions.

Listen in as Erik shares his best practices for running an architecture firm with two office locations, as well as leading teams between his main office in Scottsdale and the satellite office in Beverly Hills. He then does a deep dive into how Instagram has impacted the design industry as a whole and how to leverage social media to build your brand. Finally, Erik touches on networking, mentorship, and collaboration within the architectural community.

Topics Discussed: 

• [02:50] Residential versus commercial projects
• [08:02] Design involvement
• [11:45] Passion for residential & commercial projects
• 13:26 How the clientele and team differ between residential and commercial work
• [17:23] Erik’s approach to budgeting
• [20:27] How designers, builders, and architects can strengthen relationships with clients
• [25:37] Changes in the business model after establishing a satellite office in Beverly Hills
• [33:51] The impact of Instagram on the design world
• [44:05] Overseeing employees and day-to-day tasks between a main and satellite office
• [48:03] Erik’s role in at PHX Architecture and the firm’s project flow
• [49:23] Keeping the team motivated
• [57:20] The importance of mentorship and networking within the architectural community
• [01:01:53] What’s next for PHX?

Connect with Erik Peterson: 

• Website
• Instagram
• Facebook
• YouTube
• Twitter
• LinkedIn
• Houzz 
• PHX Architecture Team 

Connect with Brad Leavitt:

• Website
• Instagram
• Facebook 
• Houzz
• Pinterest 
• YouTube

Key Quotes by Erik Peterson:

• It’s a lot about word-of-mouth: realtors bringing us work, interior designers bringing us work, builders bringing us work. If you suddenly present yourself as a threat to that collaborative nature, then you’re going to find yourself out there on your own.
• On the commercial side, these are business deals that have to meet timelines and budgets. On the residential side, it’s all about emotion.
• A strong architectural community has mentoring firms that give stepping stones to our profession and really flourish careers of really great architects within our community.
• The best thing to know is that you don’t have to go at this alone. If you think that everybody’s out there to stab you in the back, that’s the worst way to go into a business venture.

Resources & People Mentioned:

• Hyatt
• Hilton
• Taliesin Architects
• H & S International 
• Desert Highlands
• Desert Mountain Golf Club 
• Robert Jones II AKA “Bob Jones” 
• Biltmore Hotel
• Landry Design Group
• McClain Design
• Appleton Partners LLP Architects
• Selling Sunset 
• Million Dollar Listing
• Architectural Digest 
• Gensler 
• LUX Event  
• Candelaria

One of the main themes of this discussion is the importance of confidence as a practitioner in the industry. A great interior designer is confident that their vision and skillset can create a beautiful home.

One of the challenges is getting clients to trust their designer’s process. Jaimee gets up close and personal with clients from the beginning, conducting anywhere between six-to-ten design meetings depending on the scale of the project. This goal to “freak out” clients with her level of detail and organization demonstrates Jaimee’s value as their designer from the get-go.

Listen in as Jaimee goes on to share how her skills as a journalist transfer over to her new career as an interior designer; her approach to hiring, training, and educating talent; how she uses social media and connects with influential designers around the country; and how she learned the ins-and-outs of business and finance in the interior design industry. 

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Topics Discussed: 

• [03:45] Scaling the business and why Jaimee conducts up to ten design meetings
• [07:50] How Jaimee helps clients understand the value she is delivering as a designer
• [12:10] Building confidence as an interior designer
• [15:32] Managing a design business while being available to clients at the same time
• [17:30] Training and educating the team at Jaimee Rose Interiors
• [21:31] How Jaimee stays on top of the latest trends and best practices in the industry
• [24:38] Jaimee’s approach to hiring
• [27:49] Getting clients to trust you as their designer
• [31:15] How Jaimee Rose Interiors uses social media and connects with influencers
• [36:57] The beginnings of Jaimee’s interior design career
• [42:14] How designers, builders, and architects can strengthen relationships with clients
• [45:37] Allotting time during the week to focus only on the business side of things
• [47:30] The most stressful things about running a company for Jaimee
• [52:15] Why Jaimee thinks that interior design is easier than journalism
• [56:30] Jaimee’s least favorite part about interior design

Connect with Jaimee Rose: 

• Website
• Instagram @jaimeeroseinteriors
• Facebook @jaimeeroseinteriors
• Pinterest - Jaimee Rose Interiors

Connect with Brad Leavitt:

• Website 
• Instagram
• Facebook 
• Houzz
• Pinterest 
• YouTube 

Key Quotes by Jaimee Rose:

• Building a house is hard and it stresses people out. One of the biggest skills that you can bring a client as a designer is utter and complete confidence.
• All businesses are about people. When you really focus on people, that makes you more interesting to them and more valuable to them because they know that you’re totally focused on their needs at all times.
• When you have an architect and a builder and a designer all working together as partners who trust each other and admire each other, you get the very best result.

Today Brad speaks with Tracy Morris, Owner of Tracy Morris Design. Launched in 2003, the company has “a focus on fresh, vibrant and approachable interiors”. Tracy, who hails from Washington, has had a passion for design since the age of six when she started building two-story colonials out of legos. She finds creativity and inspiration in amazing lighting, and architecture with color and texture and full of natural surroundings.

One of the most fascinating parts of our conversation was around her story—how Tracy came to be a highly sought-after designer by keeping her eyes peeled for opportunities and seizing them without hesitation. This openness and ambition allowed her to expand rather quickly, and now Tracy has business in Naples and Dallas. We also dive deep into how she runs the business while managing satellite locations and why she chose these particular locations.

Listen in as Tracy explains the dangers of spreading yourself too thin as a design company, how she chooses which clients to work with (keeping in mind that Tracy never takes on more than four projects at once), how to charge and set budgets for projects, how to set expectations with clients from the beginning to avoid conflict down the line, and how to turn a good team into a great team.

Topics Discussed: 

• [03:50] What separates a good design business from a great one?
• [05:45] How to decide which jobs to accept and working hand-in-hand with clients
• [13:38] Red flags to watch out for when vetting clients
• [22:40] Tracy’s lessons for new designers
• [30:27] Staying organized and on the same page with each department on a project
• [32:00] Where Tracy learned the ins-and-outs of running a design business
• [37:58] Opening an office in Naples, and Tracy’s various projects outside of DC
• [40:59] How Tracy charges and creates budgets for projects
• [50:53] Setting prospects at ease via social media and personal branding
• [54:28] Nurturing a synergistic relationship with your builder, architect, and designer
• [56:28] What separates a great builder from the rest?

Connect with Guest:

• Website
• Instagram
• Facebook
• LinkedIn

Connect with Brad Leavitt: 

• Website 
• Instagram 
• Facebook 
• Houzz 
• Pinterest 
• YouTube 

Resources & People Mentioned:

• Trammell Crow Company 
• Qore Performance 

Key Quotes from Episode:

• The trick [to building a great design business] is, just don’t move too quickly. Just do not take too much on.
• I never want to overpromise and underdeliver to a client.
• Make sure you give your clients a small order that says: “You may not call me for at least two weeks when your stuff has been put in, because you need to take a minute, get used to the furniture, the paint, wallpaper—whatever it is—that’s been put in place, and just breathe a minute.”
• I work on retainer, because that has been much easier for me to do. I feel it’s a little bit more palatable for clients to be able to swallow the costs if they know what they have paid upfront.
• The word “blame” is what makes a good team a great team if that word is crossed out.

Today Brad speaks with Aymee Kuhlman and Molly Kidd, Co-Owners of Light & Dwell, a full-service interior design studio created in 2015, and today serves clients nationwide. Aside from its full-service offering—whose timeline stretches from eight months to two years—Light & Dwell also offers virtual design, where the initial design is delivered within three to four weeks.

Aymee and Molly make it a point to only source sustainable and ethically-made products, particularly when it comes to furniture. Acknowledging the recent trend of eco-friendliness in the clothing industry, they decided to become more aware of and responsible for the materials they use when turning their designs into reality.

When vetting clients, Molly and Aymee like to put out the numbers right at the initial call, reviewing such items as build budget and minimum allowances in big bucket areas (ex. cabinetry, light fixtures, etc.). To make sure the contract is upheld, Molly and Aymee prefer to phrase it as an agreement when speaking to their clients. By getting clarity and understanding from all parties right off the bat, there become fewer obstacles down the road if any changes have to be made to the client’s house—as well as their budget.

Listen in as Aymee and Molly explain their working dynamic as Co-Owners of the company, how they use social media to find new clients and how they communicate throughout the timeline of a project, and the financials involved in running Light & Dwell.

Topics Discussed: 

• Light & Dwell’s approach to virtual design
• Finding and vetting clients
• Networking with other designers
• Vetting clients
• How involved Light & Dwell are on the architecture side
• Marketing virtual design on social media
• Choosing furniture alongside clients
• Scheduling workflows
• Justifying new hires

Connect with Guest:

• Website 
• Instagram 
• Facebook 
• YouTube 
• Pinterest 

Connect with Brad Leavitt: 

• Website 
• Instagram 
• Facebook 
• Houzz 
• Pinterest 
• YouTube 

Key Quotes from Episode:

• A lot of designers have full-service or they have virtual design; but to have a way where you can have both has been really beneficial to us, especially in 2020 with COVID.
• As a company, we’re trying to be more sustainable and ethically-sourced with our products.
• My job as a designer is to give the client, upfront, a very clear, personal vision of their house and how their house is going to be totally unique to them.