Episode Description

Most interior designers assume they need more clients, more marketing, or higher design fees to increase their income.

But often the real issue is something much simpler.

Their process.

In this episode, Michelle Lynne breaks down where interior design firms quietly lose money through unstructured discovery, unlimited revisions, procurement administration, underpriced phases, and furniture margins that are far too small.

These "small" decisions can easily add up to $30,000–$50,000 or more in lost revenue each year.

The good news is that fixing these leaks doesn't require more clients or more work. It requires a better structured process.

Michelle walks through the most common revenue leaks she sees when reviewing design firms and explains how a few strategic adjustments can dramatically improve profitability.

If you've ever felt busy but underpaid, this episode will likely show you exactly why.

In This Episode

• Why most interior designers don't actually have a pricing problem • How unstructured discovery quietly costs designers hours of unpaid work • The real financial impact of unlimited revisions • Why procurement administration is one of the most misunderstood parts of design • The difference between furniture markup vs margin • Why a 42% furniture margin should be the minimum standard • How scope creep disguises itself as "good client service" • Why designers often underprice concept development and vendor coordination • The missing project management phase many designers forget to charge for • How small process adjustments can add $39,000+ in recovered revenue

Today's Episode Covers The Hidden Revenue Inside Your Process

Many designers believe growth comes from adding more projects.

But often the fastest way to increase income is simply tightening the process around the work you are already doing.

Michelle explains how design firms frequently absorb work unintentionally through discovery calls, revisions, and project coordination.

The Furniture Margin Mistake Costing Designers Thousands

One of the largest revenue leaks Michelle sees is incorrect furniture pricing.

Many designers sell furnishings at cost plus 20–30%, which results in extremely small margins.

In this episode, Michelle explains why profitable design firms typically maintain a minimum 42% margin (about a 75% markup) and how that margin supports procurement labor, risk, and operational infrastructure.

Scope Creep Disguised as "Client Service"

Interior designers naturally want their clients to feel supported.

But when boundaries aren't clearly defined, designers often absorb additional work in the name of service.

Michelle explains why defining phases, deliverables, meetings, and revision limits protects both the client experience and the designer's income.

The Small Process Adjustments That Change Everything

Michelle walks through a simple example showing how three small adjustments can dramatically improve revenue:

• Paid strategic planning phase • Structured revision cycles • Procurement or project management fees

Together, those changes alone can add nearly $40,000 in revenue annually without adding more clients.

Links Mentioned in This Episode

Design Revenue Audit Find the $50K hiding inside your process: https://thedesignbakehouse.com/design-revenue-audit

Lead Lab https://thedesignbakehouse.com/lead-lab

Private Coaching https://thedesignbakehouse.com/private-coaching

Instagram https://www.instagram.com/thedesignbakehouse/

About the Host

Michelle Lynne is the founder of ML Interiors Group and The Design Bakehouse, where she helps interior designers build profitable, sustainable businesses.

Through her design firm and coaching programs, Michelle works with designers across the U.S. and internationally to refine pricing, process, and business structure.

Her work has been featured in Forbes, Martha Stewart, Southern Living, Apartment Therapy, The Spruce, Modern Luxury, Luxe Interiors + Design, Dallas Morning News, and This Old House.

Subscribe & Review

If you enjoyed this episode, make sure you're subscribed to Designed for the Creative Mind so you never miss a conversation about the business side of interior design.

And if this episode helped you rethink your pricing, process, or profitability, leaving a quick review helps other designers discover the show.

WHY YOUR MARKETING DISAPPEARS WHEN YOU GET BUSY

There's a lot of advice out there about getting more leads and increasing your visibility. But almost nobody talks about what happens after real life gets busy.

If your marketing disappears during install weeks, deadlines, or full client schedules, you're not alone. Most interior designers rely on motivation and inspiration to stay visible, and that approach almost always leads to inconsistency.

In this episode, Michelle Lynne shares how she markets her own design firm even during busy seasons. Instead of relying on inspiration, she uses a simple monthly planning system that keeps her business visible even when her schedule is full.

You'll hear how marketing at ML Interiors Group is planned a month in advance, how blog content, Pinterest, and social media work together, and why pre-scheduling content removes the daily pressure to come up with something to post.

Michelle also explains how the same system powers Lead Lab PLUS, where designers get access to the exact marketing plans used inside ML Interiors Group.

If your marketing disappears every time life gets busy, this episode will help you build a system that keeps working anyway.

IN THIS EPISODE YOU'LL LEARN

- Why motivation is a terrible marketing strategy - The real reason marketing becomes inconsistent - How creative professionals accidentally make marketing too complicated - How to plan a full month of marketing at one time - Why blog content should anchor your marketing plan - How Pinterest and social media support long-form content - How pre-scheduling removes daily marketing pressure - What stable marketing actually looks like in a real design firm

RESOURCES MENTIONED

Done-For-You Monthly Marketing Content (MARCH 2026): https://thedesignbakehouse.com/product-details-416363/product/march-marketing-2026

The Design Bakehouse Shoppe (for future content and other cool things): https://thedesignbakehouse.com/bakehouse-products

Lead Lab https://thedesignbakehouse.com/lead-lab

Private Coaching & Mentorship https://thedesignbakehouse.com/private-coaching

Sidemark Marketing Platform https://mysidemark.com

CONNECT WITH MICHELLE LYNNE

The Design Bakehouse https://www.thedesignbakehouse.com

ML Interiors Group https://www.mlinteriorsgroup.com

Instagram https://www.instagram.com/thedesignbakehouse/

Podcast Designed for the Creative Mind

IF YOU ENJOYED THIS EPISODE

If this episode helped you think differently about marketing, be sure to subscribe and share it with another interior designer who wants more consistent leads without more daily marketing pressure.

You worked hard to get the lead.

You posted. You showed up. You marketed consistently.

And now your phone is ringing.

So why aren't more of those inquiries turning into paying clients?

In this episode, we're talking about the part nobody glamorizes in the interior design business: what happens after the inquiry.

Because getting leads is not the win. Converting them is.

If you're booking discovery calls but hearing:

"We're going to think about it." "We're talking to a few designers." "Can you send over pricing?"

Then this episode is for you.

Inside, I'm breaking down:

• Why inquiries are not the same as income

• The biggest mistakes designers make on consultation calls

• How free brainstorming sessions are quietly killing your conversions

• Why lack of structure creates hesitation

• What a professional intake and consult process actually looks like

• How to confidently close without sounding pushy

Marketing gets them in the door.

Process gets them to sign.

If you want to build a repeatable client pipeline instead of constantly chasing the next lead, start here.

To tighten your marketing and conversion process, explore:

Lead Lab Essentials: https://thedesignbakehouse.com/lead-lab-essentials Lead Lab PLUS: https://thedesignbakehouse.com/lead-lab-plus

Stop asking how to get more leads.

Start asking what you're doing once they call.

__________________

RESOURCES:

MARKETING MEMBERSHIP - Join our hands-on visibility program, no contract, only $59/month or our new PLUS level for done-for-you marketing for $179/month.

https://thedesignbakehouse.com/lead-lab

Stay in touch with Michelle on Instagram:

https://www.instagram.com/thedesignbakehouse/

SIMPLIFY YOUR MARKETING, SIMPLIFY YOUR LIFE. All-in-one software that organizes sales, marketing, and business services all in one convenient location.

https://mysidemark.com/

Join our Free Facebook Community:

https://www.facebook.com/groups/idbizlaunchpad

Get clarity on your next best step today!

https://thedesignbakehouse.com/review-planning-guide

Have ideas or suggestions or want to be considered as a guest on the show? Contact me!

If you're constantly getting inquiries that sound like this…

"How much do you charge?" "Can you give me a ballpark?" "What do you charge per room?"

You're not alone. And no, it doesn't automatically mean your leads are cheap.

In this episode, we're getting real about why price shopping leads keep showing up in your inbox, and the uncomfortable truth most designers don't want to admit:

If your leads are price shopping, your marketing is teaching them to.

Because when your messaging is vague, your process isn't clear, and your content only shows the finished product, clients don't understand what they're actually hiring you for. So they default to the only thing they can compare: price.

In this episode, I'm breaking down:

• Why clients ask about pricing so early (and why it's not personal)

• The biggest marketing mistakes that attract price-first inquiries

• How to educate potential clients through your marketing without sounding snobby or defensive

• What to change on your website, Instagram, and inquiry process so your leads come in pre-qualified

• How to position yourself as the expert so pricing becomes part of the conversation, not the first question

If you want better leads, higher-end clients, and inquiries that sound like "we want to hire you," instead of "what's your hourly rate?" this episode is your wake-up call.

Because the goal isn't to convince people you're worth it.

The goal is to market in a way that makes the right clients already know you are.

Ready to fix your marketing?

Check out Lead Lab Essentials and Lead Lab PLUS (linked below) to get the structure, strategy, and support you need to stop winging your marketing and start attracting clients who are ready to book.

RESOURCES:

MARKETING MEMBERSHIP - Join our hands-on visibility program, no contract, only $59/month or our new PLUS level for done-for-you marketing for $179/month.

https://thedesignbakehouse.com/lead-lab

Stay in touch with Michelle on Instagram:

https://www.instagram.com/thedesignbakehouse/

SIMPLIFY YOUR MARKETING, SIMPLIFY YOUR LIFE. All-in-one software that organizes sales, marketing, and business services all in one convenient location.

https://mysidemark.com/

Join our Free Facebook Community:

https://www.facebook.com/groups/idbizlaunchpad

Get clarity on your next best step today!

https://thedesignbakehouse.com/review-planning-guide

Have ideas or suggestions or want to be considered as a guest on the show? Contact me!

In today's episode, I'm sitting down with interior designer, creative instigator, and community builder Rhobin DelaCruz. Rhobin has worked with brands like GQ, TED, and MTV, but what really stands out is how intentionally he approaches both design and business. From the way he talks about community to how he shows up at High Point Market, everything he does is rooted in purpose, clarity, and connection. This conversation covers a lot of ground—from career pivots to nonprofit work—and it's one of those episodes that reminds you how powerful design can really be.

In this episode, we talk about:

• How the Design Besties were formed and how a simple group chat turned into a mission-driven nonprofit

• Why transforming teachers' lounges became the heart of the Design Besties' work and the unexpected emotional impact of their first project

• How thoughtful, well-designed spaces can support wellness, leadership, and community within schools

• What it means to be named a High Point Style Spotter and how Rhobin approaches that role

• Rhobin's unconventional path from advertising and MTV into interior design

• The reality of gatekeeping in the design industry and how community has shifted in recent years

• Why investing in business coaching and showing up at market with intention changed the trajectory of his career

I loved this conversation because Rhobin is so honest about both the challenges and the wins. His story is a reminder that careers don't have to be linear, community really does matter, and when you lead with intention, the opportunities tend to follow. I hope this episode leaves you feeling inspired to take up space, connect more deeply, and build something meaningful in your own work.

RESOURCES: INTERIOR DESIGN BUSINESS BAKERY - Our year-long mentorship and coaching program: https://thedesignbakehouse.com/interior-design-business-bakery SIMPLIFY YOUR MARKETING, SIMPLIFY YOUR LIFE. All-in-one software that organizes sales, marketing, and business services all in one convenient location. https://mysidemark.com/ MARKETING MEMBERSHIP - Join our hands on visibility program, no contract, only $59/month or our new PLUS level for done-for-you marketing for $179/month. https://thedesignbakehouse.com/lead-lab Stay in touch with Michelle on Instagram: https://www.instagram.com/thedesignbakehouse/ Join our Free Facebook Community: https://www.facebook.com/groups/idbizlaunchpad Get clarity on your next best step today! https://www.designedforthecreativemind.com/reviewguide Have ideas or suggestions or want to be considered as a guest on the show? Contact me! https://www.DesignedForTheCreativeMind.com/contact

In this episode of Designed for the Creative Mind, Michelle sits down with home staging coach Marianne Cherico to explore how staging can become a powerful extension of an interior design business. With decades of experience in real estate and staging, Marianne shares practical strategies for building relationships with real estate agents, shifting mindset, and positioning staging as an investment rather than a luxury. You'll learn how designers can diversify income streams, stand out in a competitive market, and communicate value in a way that attracts long-term clients and referrals. Whether you're new to staging or looking to refine your approach, this conversation is packed with actionable insights and real-world experience. Marianne's freebie is 3 Steps to Fully Book Consults with Agent Referrals -https://coachingbymarianne.com/3-steps-to-book/

RESOURCES:

INTERIOR DESIGN BUSINESS BAKERY - Our year-long mentorship and coaching program:

https://thedesignbakehouse.com/interior-design-business-bakery

SIMPLIFY YOUR MARKETING, SIMPLIFY YOUR LIFE. All-in-one software that organizes sales, marketing, and business services all in one convenient location.

https://mysidemark.com/

MARKETING MEMBERSHIP - Join our hands on marketing & visibility program, no contract, only $59/month.

https://thedesignbakehouse.com/lead-lab

Stay in touch with Michelle on Instagram:

https://www.instagram.com/thedesignbakehouse/

Join our Free Facebook Community:

https://www.facebook.com/groups/idbizlaunchpad

Get clarity on your next best step today! https://www.designedforthecreativemind.com/reviewguide

Have ideas or suggestions or want to be considered as a guest on the show? Contact me! https://www.DesignedForTheCreativeMind.com/contact

In this episode of Designed for the Creative Mind, I'm sitting down with Natalie Froom, founder and principal designer of Studio 180 Design. Natalie and I go way back—she came through the Interior Design Business Bakery shortly after the pandemic, back when she lovingly calls herself a "baby designer." Fast forward to now, and she's running a growing studio with a team, a refined process, and big plans for the future.

This conversation is one of those full-circle moments I absolutely love. We talk about how Natalie's background in psychology and nutrition led her to interior design, how wellness and environment are deeply connected, and how her business (and confidence) evolved over time. If you're a designer who's still figuring out your niche, your process, or your next level—this one is for you.

In This Episode, We Talk About:

• How Natalie's background in psychology, nutrition, and wellness naturally led her into interior design

• The connection between mental, physical, and environmental wellbeing (and why it matters in design)

• Finding your niche by doing the work—and letting your projects guide you

• Why Natalie focuses on busy, high-level professionals who want a true turnkey experience

• The importance of process over "just talent" when growing a design business

• How collaboration (not competition) elevates design and the industry as a whole

• Balancing beauty with practicality—creating homes that are both elevated and livable

• Why Natalie believes personality matters more than a rigid design "style"

• Growing from a solo designer into a team-based, scalable business

• Looking ahead: international growth, team expansion, and better work-life balance

Natalie's journey is such a powerful reminder that you don't have to have everything figured out on day one. Your niche can evolve. Your process can be refined. Your vision can grow bigger than you ever imagined. What matters most is building a solid foundation, staying open to learning, and allowing yourself to grow into the designer—and business owner—you're meant to be.

If you've ever felt like you were "behind," unsure of your style, or still finding your footing, I really think this episode will resonate with you.

Watching Natalie step into her confidence, refine her process, and build a business that truly supports her life is exactly why I do this work. This conversation is proof that when you focus on process, collaboration, and intention, growth follows—both creatively and professionally.

If this episode sparked something for you, I'd love for you to reflect on where you are in your own journey and what your next evolution might look like.

Fix the Leaks: The Hidden Places Your Business Is Quietly Losing Time & Money https://www.addevent.com/event/qjrn64tbm77l How to Price Your Design Services with Confidence https://thedesignbakehouse.com/pricing-workshop More about Natalie: Design is Natalie's lifelong passion, where crafting exquisite interiors is an art of precision. Beyond aesthetics, her journey has honed top-tier communication, mediation, and organizational skills. Multitasking is second nature, orchestrating projects with intricate moving parts. Exceeding expectations is the norm, achieved with a proficient, trustworthy team. This commitment to excellence is why Studio 180 Design has proudly earned multiple Houzz awards for exceptional client experience. This is the essence of Studio 180 Design - where meticulous details converge to craft exceptional

RESOURCES:

INTERIOR DESIGN BUSINESS BAKERY - Our year-long mentorship and coaching program:

https://thedesignbakehouse.com/interior-design-business-bakery

SIMPLIFY YOUR MARKETING, SIMPLIFY YOUR LIFE. All-in-one software that organizes sales, marketing, and business services all in one convenient location.

https://mysidemark.com/

MARKETING MEMBERSHIP - Join our hands on marketing & visibility program, no contract, only $59/month.

https://thedesignbakehouse.com/lead-lab

Stay in touch with Michelle on Instagram:

https://www.instagram.com/thedesignbakehouse/

Join our Free Facebook Community:

https://www.facebook.com/groups/idbizlaunchpad

Get clarity on your next best step today! https://www.designedforthecreativemind.com/reviewguide

Have ideas or suggestions or want to be considered as a guest on the show? Contact me! https://www.DesignedForTheCreativeMind.com/contact

In today's episode of Designed for the Creative Mind, I'm sitting down with Shelby Fowler Moss to talk about something that makes a lot of designers nervous: paid ads. Shelby is a paid ad strategist and sales expert who's helped businesses generate tens of millions of dollars through advertising, and she brings a refreshingly honest, no-fluff perspective to this conversation.

If you've ever felt like paid ads are risky, confusing, or something only "big businesses" can afford, this episode is for you. Shelby and I break down what actually makes ads work, why so many business owners get burned by agencies, and how designers can think about ads in a smarter, more sustainable way—without gambling their money or chasing vanity metrics.

We dig into what success with paid ads really looks like, why understanding the lifetime value of a client is critical before you ever spend a dollar, and how ads should be viewed as a long-term investment rather than a quick win. Shelby also shares why most agencies fail to clearly define success, how business owners can protect themselves, and what designers need to know even if they plan to outsource their ads.

One of my favorite parts of this conversation is Shelby's concept of "digital billboards" for local businesses. We talk specifically about how interior designers can use simple Meta ads on Facebook and Instagram to stay top of mind in the right zip codes, instead of wasting money on traditional local advertising that often ends up in the trash. If you've ever advertised in a neighborhood magazine and wondered if anyone actually saw it, this will hit home.

Shelby also walks us through her "attract, demonstrate, sell" framework and explains why showing your work, your process, and your personality builds far more trust than simply saying you're the best. We talk about creative fatigue, why video matters, and how designers can position themselves as the go-to expert in their market without needing massive budgets or complicated funnels.

This episode is a must-listen if you want to understand paid ads without the hype, learn how to think like an investor instead of a gambler, and explore smarter ways to grow your visibility and client base as a creative business owner.

If paid advertising has been on your radar but felt overwhelming or intimidating, Shelby brings so much clarity to what actually matters—and what doesn't.

Shelby Fowler-Moss is a paid ads strategist and sales expert who's helped her clients generate tens of millions of dollars from paid advertising. After running one of the top boutique ad agencies for 7 years, she now teaches entrepreneurs how to think like investors, using ads to build real leverage, not chaos. Her teaching style is straight-talking, high-energy, and rooted in what actually works in today's market, no fluff, no theory, just strategy that scales.

Fix the Leaks: The Hidden Places Your Business Is Quietly Losing Time & Money https://www.addevent.com/event/qjrn64tbm77l How to Price Your Design Services with Confidence https://thedesignbakehouse.com/pricing-workshop

RESOURCES:

Fix the Leaks: The Hidden Places Your Business Is Quietly Losing Time & Money https://www.addevent.com/event/qjrn64tbm77l How to Price Your Design Services with Confidence https://thedesignbakehouse.com/pricing-workshop

INTERIOR DESIGN BUSINESS BAKERY - Our year-long mentorship and coaching program:

https://thedesignbakehouse.com/interior-design-business-bakery

SIMPLIFY YOUR MARKETING, SIMPLIFY YOUR LIFE. All-in-one software that organizes sales, marketing, and business services all in one convenient location.

https://mysidemark.com/

MARKETING MEMBERSHIP - Join our hands on marketing & visibility program, no contract, only $59/month.

https://thedesignbakehouse.com/lead-lab

Stay in touch with Michelle on Instagram:

https://www.instagram.com/thedesignbakehouse/

Join our Free Facebook Community:

https://www.facebook.com/groups/idbizlaunchpad

Get clarity on your next best step today! https://www.designedforthecreativemind.com/reviewguide

Have ideas or suggestions or want to be considered as a guest on the show? Contact me! https://www.DesignedForTheCreativeMind.com/contact

Building a design business doesn't happen by accident. In this episode, Melissa Fields shares what it really looked like behind the scenes — undercharging, no process, imposter syndrome, and learning the hard way that being busy doesn't equal being profitable. From $100 consults to hiring her first employee and stepping fully into the CEO role, this conversation is honest, grounding, and incredibly encouraging for any designer in the "figuring it out" phase.

IN THIS EPISODE:

• How Melissa transitioned from a 20-year military career into interior design

• Why she started in home staging — and how she knew it wasn't the right fit

• The reality of building a portfolio when you don't have clients or capital

• How imposter syndrome shows up through undercharging and overworking

• Why "being busy" doesn't always mean being profitable

• The importance of developing a clear process and pricing structure

• What finally pushed Melissa to invest in business coaching

• How confidence grows when your skills, systems, and self-trust align

This conversation is for designers who know they're talented but feel stuck — overwhelmed, underpaid, and unsure of how to turn their passion into a sustainable business. Melissa's story is such a powerful reminder that confidence doesn't come before action — it's built through it. If you've ever questioned your worth, your pricing, or whether you "belong" in this industry, this episode will meet you right where you are.

Melissa Fields is the CEO and Principal Designer of Shades of Gray Design Studio, a boutique interior design firm in San Antonio, Texas. After a 20-year career as an officer in the United States Air Force, Melissa followed her passion for design and built a thriving studio known for

its elevated client experience, meticulous attention to detail, and deeply personalized approach to whole-home transformations.

Today, Melissa specializes in designing modern, livable, luxury spaces for established homeowners and empty-nesters who want to invest in high-quality, long-term design. Her unique combination of leadership, discipline, and creativity has allowed her to scale her business

intentionally while maintaining a high-end, service-driven process.

Melissa is passionate about empowering other designers—whether they're just starting out or well established—to embrace their strengths, trust their creative instincts, and build businesses that reflect their own values. She believes great design changes how people live, and that a strong, well-run design business is just as important as a beautiful final reveal.

Fix the Leaks: The Hidden Places Your Business Is Quietly Losing Time & Money https://www.addevent.com/event/qjrn64tbm77l How to Price Your Design Services with Confidence https://thedesignbakehouse.com/pricing-workshop

RESOURCES:

INTERIOR DESIGN BUSINESS BAKERY - Our year-long mentorship and coaching program:

https://thedesignbakehouse.com/interior-design-business-bakery

SIMPLIFY YOUR MARKETING, SIMPLIFY YOUR LIFE. All-in-one software that organizes sales, marketing, and business services all in one convenient location.

https://mysidemark.com/

MARKETING MEMBERSHIP - Join our hands on marketing & visibility program, no contract, only $59/month.

https://thedesignbakehouse.com/lead-lab

Stay in touch with Michelle on Instagram:

https://www.instagram.com/thedesignbakehouse/

Join our Free Facebook Community:

https://www.facebook.com/groups/idbizlaunchpad

Get clarity on your next best step today! https://www.designedforthecreativemind.com/reviewguide

Have ideas or suggestions or want to be considered as a guest on the show? Contact me! https://www.DesignedForTheCreativeMind.com/contact

As this year comes to a close, I wanted to have a very honest conversation—one rooted in experience, not perfection. In this episode, I'm reflecting alongside another seasoned firm owner, Katie Decker Erickson, on the mistakes we've made, the lessons we learned the hard way, and what actually matters when you're trying to move your business forward with clarity instead of chaos.

This isn't about beating yourself up for what didn't work. It's about looking back clearly—without ego or shame—so you can recalibrate your direction, trust yourself again, and make smarter decisions as you head into 2026.

In this episode, I talk about:

• Why you can't change direction in your business without honestly looking in the rearview mirror

• How growing just for the sake of growth often leads to stress, misalignment, and regret

• Why busyness, headcount, and "looking successful" can hide deeper operational problems

• The real cost of ignoring your intuition—and why it always shows up eventually

• How intuition becomes powerful when it's supported by data, not separated from it

• Why avoiding your numbers only creates bigger problems down the road

• What I call the "toll of the soul," and why some profitable work still isn't worth it

• How letting go sooner—clients, projects, models, or people—can lead to faster alignment

• Why leadership requires hard conversations, not avoidance

• How reflection is meant to recalibrate your business, not keep you stuck in regret

This episode is for designers who know something needs to change—but don't want to burn everything down to make it happen. My hope is that this conversation helps you look at your business with more honesty, more confidence, and a lot more self-trust as you step into what's next.

You don't need to have all the answers for 2026 right now. But you do need to be willing to look clearly at where you've been—so you can choose where you're going on purpose.

If you're ready to move forward with clarity instead of guesswork, this episode is for you.