Design Biz Survival Guide

Today, we welcome Kate O’Hara, CEO and Creative Director of O’Hara Interiors — a full-service interior design firm specializing in high-end commercial and residential projects. In this episode, Kate shares her journey from a career in education to taking the helm of the family design business. We discuss her role in the business and the delicate balance of leading, delegating, and empowering a growing team of creatives. Kate also shares the pros and cons of maintaining two offices, one in Minneapolis and one in Austin, and she shares her perspective on boundaries, community, and communication.

• Kate’s background and transition from teaching to running her family design business

• The unique dynamics of working in a family business

• The pros and cons of maintaining two office locations

• The importance of communication, delegation, and empowering your team

• Having clarity in processes and decision-making to enable team members to work efficiently and creatively

• The importance of intentionally setting boundaries and maintaining a work-life balance

Notable Quotes:

• “Be intentional about having balance, especially as we started working from home. Everything bleeds together.” - Kate O’Hara
• “If you’re going to run multiple offices successfully, there have to be clear lines of decision-making and communication.” - Kate O’Hara
• “I’d much rather be effective than be busy.” - Kate O’Hara
• “Knowing when and how to communicate decisions and intentions as you go really leads to a lot of the success of a company.” - Kate O’Hara

Follow and Review:

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Supporting Resources:

O'Hara Interiors Website - https://oharainteriors.com/

O'Hara Interiors on Instagram - https://www.instagram.com/ohara_interiors/?hl=en

Sponsor Links:

James and James: https://carpenterjames.com/pages/trade-program?ad=DBSG

Design Manager: https://www.designmanager.com/

Today, we welcome Errol Dejager, founder of Dejager Design - a full-service interior design firm specializing in luxury residential design. In this episode, Errol shares his journey from South Africa to Southern California in pursuit of his passion for design. We discuss his biggest influences and mentors that guided him on his path to launching his own design business and the development of his holistic design process. Errol also shares a pivotal moment in his life and career that redefined the evolution of his design business.

• Errol’s journey from South Africa to the United States and starting his own design business

• The influence of his mentors and how they shaped his approach to interior design

• The event that made him re-evaluate his approach to both life and business

• Saying “NO” and being more selective about the clients and projects

• Errol’s strategies for serving a high-end, luxury clientele

• Utilizing technology like 3D modeling and virtual reality to engage clients and move them from a place of fear to love during the design process

• Keeping his portfolio private to respect client confidentiality and how it impacted his business

Notable Quotes:

• “The first and most important thing is to listen... You’ve got to listen to your clients. They’ll tell you what they want.” - Errol Dejager.
• “No is a complete sentence.” - Errol Dejager.
• “Reframe your overhead. Instead of it being a liability, it’s an asset.” - Errol Dejager. 

Follow and Review:

We’d love for you to follow us if you haven’t yet. Click that purple ‘+’ in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review,” then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast.

Supporting Resources:

Dejager Design Website - https://www.dejagerdesigninc.com/

Errol Dejager on Instagram - https://www.instagram.com/erroldejager/

Books Mentioned:

The Gap and the Gain - Dan Sullivan and Dr. Benjamin Hardy: amazon.com/Gap-Gain-Achievers-Happiness-Confidence

Sponsor Links:

James and James: https://carpenterjames.com/pages/trade-program?ad=DBSG

Design Manager: https://www.designmanager.com/

Today, we welcome Deborah Flate, founder of Dialogue Consulting. Deborah is the voice of sales techniques and strategies that inspire the sales teams of some of our favorite design brands and showrooms in the industry. In this episode, Deborah shares some of her core sales principles with us because, at the end of the day, your design business is a sales organization, too. We dive deep into selling with confidence, what questions to ask, what information to listen for, and how to leverage showrooms and sales reps to support your sales process.

Tune in to learn how to master the art of selling in your design business!

• Deborah’s background and her transition from interior design to sales

• Deborah’s business model and training she provides to design brands, showrooms, and the design community

• The importance of sales techniques and mindset for designers, even though many may not see themselves as salespeople

• The questions designers should ask their clients to understand their needs and priorities

• The role of showrooms and sales reps in supporting the sales processes of designers and how to leverage their product knowledge and expertise

• The importance for designers to develop strong product knowledge and utilize the resources and information provided by sales teams

• Advice for designers on prioritizing their resources and product lines 

Notable Quotes:

• “You can be the most talented designer, the most talented person in the world, but if you don’t know how to sell and the techniques of how to sell, it’s going to be really hard for you to succeed.” - Deborah Flate.
• “We are all salespeople, whether we want to think so or not. Convincing a person to go to a movie is selling them. Convincing them the color you want to paint your home is selling them.” - Deborah Flate.
• “Design business owners need to embrace the fact that their business is also a sales organization. You need to incorporate that into it because it is a really big part of the picture.” - Rick.

Follow and Review:

We’d love for you to follow us if you haven’t yet. Click that purple ‘+’ in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review,” then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast.

Supporting Resources:

Dialogue Consulting Website - https://dialogue-consulting.com/

Dialogue Consulting on Instagram - https://www.instagram.com/dialogueconsulting

Deborah Flate on LinkedIn - https://www.linkedin.com/in/deborahflate/

Books Mentioned:

Leveling Up with GUSTO by Debora Flate: amazon.com/Leveling-GUSTO

 To Sell is Human by Daniel H. Pink: amazon.com/Sell-Human-Surprising-Moving-Others

Sponsor Links: 

Daniel House Club: https://danielhouse.club/

High Point Furniture Market: https://www.highpointmarket.org/registerDBSG

Today, we welcome Kamala Nair, a professional copywriter and voice brand expert for interior design professionals. In this episode, Kamala shares how her time as a copywriter at Elle Decor introduced her to the world of interiors and the importance of storytelling in order to support and elevate the beauty of interior design. Get your notepad ready because Kamala shares her top three strategies for using effective copy to differentiate your brand. We also discuss her personal journey of entrepreneurship and how relocating from NY to London empowered her to think big and launch her own business.

• Kamala’s background as a copywriter and her transition to running her copywriting agency

• Strategies for how to use words to differentiate your design brand

• Creating an effective statement of differentiation for your brand

• Evoking emotions and creating a personal connection with clients

• Avoiding cliches and generic language when crafting brand messaging

• Identifying what makes your design business unique or different

• The importance of understanding and marketing to your ideal client persona

• Kamala’s journey of launching her own design copywriting business and the challenges she faced

Notable Quotes:

• “You have a maximum of 15 seconds to capture your reader’s attention. If you don’t capture their attention in that 15 seconds, they’re going to move on.” - Kamala Nair
• “Create a statement of differentiation. It’s a headline and a subheadline that succinctly captures what makes your brand different.” - Kamala Nair
• “You really need to be marketing towards who you want to be working with and not who you’re currently working with. You need to speak directly to your ideal clients, pain points, the problems that they’re trying to solve.” - Kamala Nair

Follow and Review:

We’d love for you to follow us if you haven’t yet. Click that purple ‘+’ in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review,” then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast.

Supporting Resources:

Kamala Nair Website - https://www.kamalanairinc.com/ 

Kamala Nair on Instagram - https://www.instagram.com/kamalanair/ 

Sponsor Links:

High Point Market: https://www.highpointmarket.org/registerdbsg

Design Manager: https://designmanager.com

Today, we welcome Andrew Patterson, Founder and president of Patterson Custom Homes based in Newport Beach, CA. In this episode, Andrew shares his perspective on the client experience as it relates to custom home building. We dive deep into his commitment to quality and building a trust-based relationship with his clients, partners, and designers. 

We also discuss how years of experience and hundreds of builds have contributed to a tried and true process that extends beyond construction and into concierge maintenance services that protect his brand and maximizes his client’s investment. 

• Business model and approach of Patterson Custom Homes and how it focuses on client experience and quality

• The importance of transparency, upfront planning, and detailed cost data to manage client expectations

• Their custom care program to maintain the quality and longevity of the homes they build, and prepaid maintenance services

• The factors that have contributed to the growth and success of Patterson Custom Homes — focus on integrity, community involvement, delivering an exceptional client experience, etc.

• Benefits of collaborating with interior designers on home renovation projects and how it helps in cost management and product longevity

• The need for synergy between designers, architects, builders, and homeowners for successful project outcomes

• How Andrew’s custom care program extends the client experience beyond project completion by automating home maintenance tasks and keeping the home well-maintained

Notable Quotes:

• “The project will always be successful if the client is informed before the project starts, and not just informed on cost, but on the process, how long it takes, and what the actual outcome will be.” - Andrew Patterson
• “Every time we finish a project, we exponentially grow our process, and we refine it tighter and tighter and tighter.” - Andrew Patterson
• “It comes at a price to have a good reputation, and every day before nine o’clock, I’m presented with all these invoices of things that have gone wrong...and I just write checks. I’d rather just have everyone be happy and positive than be richer than everyone else.” - Andrew Patterson 

Follow and Review:

We’d love for you to follow us if you haven’t yet. Click that purple ‘+’ in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review,” then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast.

Supporting Resources:

Patterson Custom Homes Website: https://pattersoncustomhomes.com/

Patterson Custom Homes on Instagram: https://www.instagram.com/pattersoncustomhomes/

Sponsor Links:

High Point Market: https://www.highpointmarket.org/registerdbsg

Design Manager: https://designmanager.com

This is a special Industry Spotlight episode of Design Biz Survival Guide. This special format is designed to share brands and partners that support designers both creatively and professionally. This supplemental podcast format is our way of sharing valuable information and resources for your business with you, our loyal listeners.

Today, we’re speaking with Renee Bush — Founder and Chief Strategist of TANDEM. Renee and her team are behind the brand development and business strategies of some of the most well-known and loved design businesses in the industry. TANDEM is committed to helping design entrepreneurs define business goals and build effective, strategic steps to achieve them.

• Renee’s background and how she founded her agency TANDEM

• TANDEM’s customized approach to helping designers develop strategies to grow their businesses, custom branding, websites, and marketing support

• Understanding each designer’s unique goals, clientele, and creative work style when developing business strategies and solutions

• Examples of how TANDEM has helped designers refine their branding, messaging, and marketing to attract their ideal clients

• The value of designers clearly communicating their business model and services to referral partners like builders and architects

• Key considerations around branding and visibility that designers should keep in mind when trying to attract new clients

• Building trust and rapport with clients through different marketing strategies

Notable Quotes:

“Everyone is coming from a different place and headed to a different place. When you’re really clear on the type of business you want to build, how you want to do that, and who you want to work with, you’re going to get there more effectively.” – Renee Bush.

“Trust is not something that they give us. We’re not looking for trusting people. It’s something we build as a business. And your marketing is what builds that trust.” – Renee Bush.

“Follow the fun, what feels the most fun, because that’s how we’ll get really good results.” – Renee Bush.

Follow and Review:

We’d love for you to follow us if you haven’t yet. Click that purple ‘+’ in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review,” then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast.

Supporting Resources:

TANDEM Website - https://with-tandem.com/

Renee Bush & Tandem Studio on Instagram - https://www.instagram.com/with_tandem/

Today, we welcome Kali Sudbrook of Beachside Interiors to the podcast. Kali is a licensed contractor and interior designer based in Orange County, CA, and specializes in creating health-forward spaces. In this episode, Kali shares her niche approach to design and the joy that she experiences creating fitness spaces. We dive deep into her business model, embracing a design specialty and the benefits of being a B2 Remodeler Contractor. We also discuss Kali’s perspective on attitude, mindset, community, and all of the things that influence her design journey.

• Kali’s background and transition from a career in academia and fitness to designing specifically for fitness spaces

• The importance and challenges of niching down early in her business

• Kali’s journey to becoming a B2 remodeler licensed contractor and how that has given her more control and flexibility in her design projects

• The importance of surrounding yourself with a supportive team and leveraging your network

• Kali’s approach to launching her own design business and the motivation behind it

• The role of leadership in design and how Kali has embraced that responsibility

• The value of having a supportive partner and building a community of like-minded people and trade partners

Notable Quotes:

• “Messy action is better than inaction.” - Kali Sudbrook. 
• “You always have to bring value no matter what you do.” - Kali Sudbrook. 
• “One of my strengths is I’ve never been afraid to ask for help.” - Kali Sudbrook. 
• “Leadership is being a leader when you give away all of the credit when something goes well. And you take all the blame when something goes not good.” - Simon Sinek.
• “You do not need high heels and a Louis Vuitton bag to walk into a room of designers and have valuable conversations and make real connections.”  - Rick.

Follow and Review:

We’d love for you to follow us if you haven’t yet. Click that purple ‘+’ in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review,” then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast.

Supporting Resources:

Beachside Interiors Website: https://beachsideinteriorsremodeling.com/

Kali Sudbrook on Instagram:  https://www.instagram.com/kalithecontractor/

Beachside Interiors Design & Remodeling on Instagram: https://www.instagram.com/beachsideinteriors_oc/

Sponsor Links:

Daniel House Club: https://danielhouse.club/

Design Manager: https://designmanager.com

Today, we welcome Jackie Green - Founder, CEO, and Chief Strategist of Behind the Design. In this episode, we focus on the employee perspective of the business of design and the value of empowering them with business knowledge and acumen. Jackie explains the basics that every design employee should understand about time billing, overhead, and productivity. If you’re a team member of a design firm and want to have a bigger impact on the business, this episode is for you.

• Business acumen and the importance of interior design employees to understand it

• The need for employees to know things like how much time is budgeted for projects, what the company’s expenses are, and how profits are made

• Questions that employees can ask their leaders to understand the big-picture strategy and how they can contribute

• How leaders can educate employees on different business functions like accounting and purchasing

• The importance of working as a team and understanding each other’s roles

• The importance of employee retention and how open dialogue between leaders and employees can help with retention

• Taking ownership of work and commitment to the team

“I think we forget that as leaders, your employees might actually have really good ideas.” - Jackie Green.

“Nobody wants to do a crappy job. Your employees are here because they want to succeed. So the more information you can give them to succeed, they’re going to feel better about it, and they’re going to work harder.” - Jackie Green.

“The better we educate our teams and let them know how the business operates, the more amped they get on board and be like, ‘Yes, I want to go out there and build better relationships with clients. I want to offer more services when I’m out networking.’ Because if the business does better, so do I.” - Jackie Green.

We’d love for you to follow us if you haven’t yet. Click that purple ‘+’ in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review,” then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast.

Behind the Design Website - https://www.behindthedesignco.com/ 

Behind the Design on Instagram - https://www.instagram.com/behindthedesignco/ 

https://danielhouse.club/

https://designmanager.com

Today, we welcome Marcia Bryan, owner of Bryan Design Group based in San Diego, California. In this episode, Marcia shares her design journey from model homes to full-service residential and senior living design. Marcia shares how a chance opportunity evolved into a design niche for her business model and how the nuances of senior living design influence and enhance her residential design projects in a practical and meaningful way. Adding new disciplines of design requires continued education, and Marcia shares her approach to expanding her design knowledge by leveraging her network of experts and mentors.

• Marcia’s design journey from model homes to founding her own firm

• How designing for senior living is different than other design

• Things to consider for designing senior living spaces – accessibility, ADA rules, how aging people see and hear, etc

• The importance of continued education and learning from experts

• How Marcia’s exposure to senior living influenced her approach to residential projects

• Marcia’s experience of starting her own business and the challenges she faced

• Marcia’s first hire and the importance of balancing different strengths within the team

• How focusing on residential and senior living helps Marcia’s business stand out from other designers

Notable Quotes:

• “It’s the scariest thing in the world and the most exciting thing in the world to open your own business.” - Marcia Bryan.
• “For all designers out there that are doing it on their own, kudos to them. But honestly, I think they could be happier, relying on the strengths of others as well as their own.” - Marcia Bryan.

Follow and Review:

We’d love for you to follow us if you haven’t yet. Click that purple ‘+’ in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review,” then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast.

Supporting Resources:

Bryan Design Group Website - https://www.bryandesigngroup.com/

Marcia Bryan on Instagram - https://www.instagram.com/bryandesigngroup/

Sponsor Links:

https://danielhouse.club/

https://designmanager.com

Today, we welcome Niki Landry, founder of Hatch Creative Co. - a consulting firm focused on supporting small to mid-level design businesses. In this episode, Niki shares her design journey and how a moment of need at the commercial design firm that she was working at triggered the leader within and culminated in her transition from design to operations. We discuss the value of recruiting and promoting from within and her strategy for identifying hidden leaders among your team. If you’re in growth mode - this episode is for you!

• Niki’s business model and her design journey 

• Niki’s transition from design to operations role

• The importance of looking internally first when you want to expand your design team  

• Asking employees questions to understand their interests, strengths, and problems

• Providing training to employees on both soft skills like managing and hard technical skills

• Using a mentoring approach and gradually increasing responsibilities to prepare staff for promotions

Notable Quotes:

“Your best resources are already under your roof. They understand your culture, they understand your business model, they understand the game.” - Rick.

“If firms want to be successful, grow sustainably, and have a team that truly knows the business, they should look internally. Bring those people along on the upward journey, build that team, and create the company that you want.” - Niki Landry.

Follow and Review:

We’d love for you to follow us if you haven’t yet. Click that purple ‘+’ in the top right corner of your Apple Podcasts app. We’d love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select “Ratings and Reviews” and “Write a Review,” then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast.

Supporting Resources:

HATCH CREATIVE Website: https://www.hatchcreativeco.com/

HATCH Creative Co. on Instagram: https://www.instagram.com/hatch.consulting/

HATCH Creative Consulting on LinkedIn: https://www.linkedin.com/company/hatch-creative-consulting/

Sponsor Links:

https://danielhouse.club/

https://designmanager.com