In this episode of The Home Remodeler Toolbox Podcast, host Bob sits down with Eric Goranson, Certified Kitchen Designer (CKD), long-time consultant, and home improvement media personality, to unpack the strategies and lessons learned over his 35-year career spanning design, media, and business.

With over 35 years in the kitchen and bath industry, Eric offers a rare perspective on the realities of high-end design, effective management, and the pitfalls of scaling too quickly. He shares why he learned that "bigger is not always better" after managing a large design firm, and how he implemented "hard rules" requiring contract double checks (like customer signatures on physical door samples) to prevent costly $20,000 errors. Eric also emphasizes the necessity of saying "no" to difficult clients and the impact of being a "substantial partner" to your cabinetry vendors by limiting choices to four or fewer.

Bob and Eric also dive into the challenges of managing a large sales team (likening the experience to "herding cats"), the dangers of relying on inaccurate building science information found on platforms like YouTube, and powerful, low-cost relationship marketing strategies. Eric details two key referral drivers: sending letters to job site neighbors and scheduling a crucial 350-day follow-up appointment before a warranty runs out. They also discuss his transition from local radio to national TV and how AI can be used for greater efficiency in managing tedious tasks and writing diplomatic communications.

Whether you’re looking to solidify your internal systems, strengthen your client relationships, or navigate the future of digital marketing and building science, this episode offers remodelers vital lessons for maximizing profitability and success.