What happens when a lighting designer who's built her life around betting on herself sits down and reveals why everything she once believed about success was completely wrong—and what came next changed everything?

In this episode of LytePOD, host Sam Koerbel sits down with Golsana Heshmati, founder of Seed, a boutique lighting design studio in New York City, for a conversation about what it really means to build a practice rooted in authenticity, trust, and the courage to redefine success on your own terms.

Golsana reveals why the definition of success she believed in her twenties turned out to be completely wrong, why entrepreneurship is lonely but trust makes it bearable, and why the best measure of success isn't the award or the publication—it's the moment you're surrounded by creative people, sharing ideas, and feeling like you finally got your answer. She walks through the uncomfortable truths: why lighting designers don't brand themselves because they're afraid to compete with architects, why she designed her own logo when she couldn't afford a designer, why she showed up to a networking event exhausted and bought lunch for 36 people the next day—and landed her first massive project because of it. And why the one hour train ride that almost didn't happen became the turning point that proved betting on yourself isn't a risk—it's the only way forward.

💡 Key topics explored:

• Why the definition of success—big names, famous projects, industry recognition—turned out to be completely wrong, and what replaced it

• How starting your own business teaches you what matters most—and what never mattered at all

• Why the moment you feel most alive isn't finishing a project—it's being in a deep creative conversation with someone who sparks ideas

• The journey from seven cities across multiple continents to building a boutique lighting design studio in New York City

• How lighting showed up accidentally—and why it became more powerful than architecture ever was

• Why betting on yourself isn't a risk—it's trusting that if you don't believe in yourself, no one else will

• The one hour train ride to a networking event that almost didn't happen—and how buying lunch for 36 people the next day landed the first major project

• Why transparency and trust define Seed's culture—and how involving the team in every decision makes risk less lonely

• The importance of hiring people who share the vision—and training them into it through an extensive onboarding process

• Why entrepreneurship is lonely—but building a team that trusts each other makes the hard decisions bearable

• How new ideas from team members—like sustainability in lighting—evolve the studio's vision without losing its core

• Why clients come back because of who you are as people—not just what's in your portfolio

• Why architecture became the mindset and lighting became the tool—and why encouraging others to become lighting designers matters now

Listen now to discover why great design isn't about big names or famous projects—it's about trusting yourself, building with intention, and creating space for ideas to spark.

❤️ Big appreciation for the partners who support this work and trust the vision. They believe in thoughtful conversations, strong community, and letting designers' voices lead. Grateful to build this together.

1️⃣ Mark Lighting - https://watch.lytei.com/mark

2️⃣ Kelvix - https://watch.lytei.com/Kelvix

3️⃣ LEDflex - https://watch.lytei.com/LEDFLEX

4️⃣ Diode LED - https://watch.lytei.com/diode

5️⃣ Targetti USA - https://bit.ly/targettiusa

• 00:00:00 Opening: Betting on Yourself—From Seven Cities to One Studio
• 00:01:24 Sponsor Spotlight: Mark Architectural Linear
• 00:02:30 What Success Got Wrong: From Big Names to Small Moments
• 00:07:07 The Loneliness of Entrepreneurship: Staying Authentic While Growing
• 00:07:37 Early Hustle: Pop-Up Shops, Photography, and the Artist Within
• 00:11:39 From Architecture to Lighting: The Accidental Discovery
• 00:16:39 Landing in New York: Energy, Belonging, and Building Home
• 00:18:30 The First Client: A One-Hour Train Ride That Changed Everything
• 00:21:41 Sponsor Spotlight: Diode LED, Kelvix, and LED Flex
• 00:24:00 Branding Seed: Designing the Studio from Scratch
• 00:26:51 Trust as Strategy: Betting on Yourself Over and Over
• 00:27:53 From Luck to Intentionality: Systemizing Business Development
• 00:29:30 Leading with Transparency: When Your Decisions Affect Others
• 00:32:15 Sponsor Spotlight: Targetti USA
• 00:33:21 Hiring for Vision: Onboarding, Alignment, and Team Trips
• 00:36:20 Mindfulness in Growth: Staying Intentional When Busy
• 00:37:08 No End Goal: Evolving Through Ideas and New Voices
• 00:39:58 Portfolio vs. People: What Attracts New Clients
• 00:41:49 Lighting as the Toolbox: Architecture as the Mindset
• 00:43:39 When I Feel Most Alive: The Energy of Creative Conversation

What happens when a lighting designer who's built a thriving practice around education sits down and reveals why he's giving away all his secrets—and why that terrifying decision might be the only way to change an industry that's been failing homeowners for decades?

In this episode of LytePOD, host Sam Koerbel sits down with David Warfel, founder of Light Can Help You, for a rare, unfiltered conversation about what it really takes to make lighting accessible—not just to the wealthy few who can afford elite design services, but to the millions of homeowners who deserve better than builder-grade lighting and have no idea how to get it. This isn't a conversation about fixtures or photometrics. It's a deeply human look at the philosophy, language, and courage required to scale lighting knowledge without diluting it, to educate without overwhelming, and to build a business that thrives by teaching others how to do what you do.

David reveals why if you're in lighting, you're in education—you don't get a choice, why homeowners don't care about beam angles or CRI—they care about how light makes them feel, and why the best measure of success isn't the rendering or the specification—it's whether someone can wake gently, think brilliantly, move with energy, relax easily, and rest deeply. He walks through the uncomfortable truths: why the lighting industry has spent decades hoarding knowledge instead of sharing it, why elite lighting designers can only serve a thousand homes a year while 1.3 million new homes get built, and why the biggest problems in the lighting industry were created by the lighting industry—which means only the lighting industry can solve them.

💡 Key topics explored:

• Why if you're in lighting, you're in education—and how intentional teaching opens doors that technical expertise alone never will

• The evolution of David's language of light over 10 years—and why he doesn't use any of it anymore

• Why homeowners don't care about beam angles, CRI, or photometric calculations—they care about how light makes them feel

• The five things every human wants from light: wake gently, think brilliantly, move with energy, relax easily, rest deeply

• How to use analogies that connect with homeowners—from kitchen stoves to belly flops—and why translation matters more than technical knowledge

• Why David's team does 100 to 150 projects a year—and how they built a repeatable process that scales education without losing authenticity

• The biggest problems in the lighting industry were created by the lighting industry—and why that means only the lighting industry can solve them

• Why collaboration, not competition, is the only way forward—and what happens if the industry stays fractured while a big player with billions in revenue decides to take over

Listen to discover why great lighting isn't about keeping secrets—it's about sharing knowledge, asking the right questions, and building an industry that helps everyone wake gently, think brilliantly, and rest deeply.

❤️ Big appreciation for our partner who supports this work and trusts the vision. They believe in thoughtful conversations, strong community, and letting designers' voices lead. Grateful to build this together.

1️⃣ Lucetta CI - https://lucettaci.com

• 00:00:00 Opening: If You're in Lighting, You're in Education
• 00:01:28 Sponsor Spotlight: Lucetta CI
• 00:02:04 The Language of Light: Evolving How We Talk About Design
• 00:06:04 Connecting Through Analogies: Making Lighting Understandable
• 00:08:00 Honesty Over Sales: Letting Clients Choose Their Path
• 00:09:57 The Breadcrumb Strategy: Guiding Clients Through Process
• 00:12:35 Informed Problem Solving: Design at Its Core
• 00:19:07 Digital Sketching: The Moment Clients Come Alive
• 00:20:50 Scaling Education: The Challenge of Systemizing Knowledge
• 00:24:27 The Knowledge Fence: Why the Industry Restricts Access
• 00:26:35 The Integrator Awakening: Rebuilding for Scale
• 00:28:12 80 Percent with 20 Percent Effort: The Case for Good Enough
• 00:31:16 The Free Throw Line Keeps Moving: Why Scaling Is Possible
• 00:33:28 Five Universal Human Needs: The Foundation of All Design
• 00:34:50 The NBA of Lighting: Creating Differentiation Without Stigma
• 00:37:24 Product Placement vs. Elite Design: Mapping the Spectrum
• 00:39:54 Extending a Hand to Elite Designers: Defining Differences
• 00:42:41 Asking the Right Questions: Feel Over Specifications
• 00:43:11 The Biggest Problem in Lighting: Created by the Lighting Industry
• 00:45:29 Giving Away IP: The Scary Decision to Share Everything
• 00:48:01 When Sharing Grows and Keeping Plateaus: The Pattern of Success
• 00:48:56 The Ultimate Success: When Lighting Designers Become Irrelevant
• 00:49:59 The Apple Watch Moment: Could Big Tech Kill the Lighting Industry?
• 00:51:19 This Isn't Rocket Science: The Human Game We're Playing
• 00:53:56 Focus on Relaxation: The One Thing That Matters Most
• 00:54:57 Closing: Sharing the Amazing Gift of Light

What happens when a lighting designer with four decades of experience sits down and reveals the uncomfortable truth about what creative professionals get wrong about money—and why that misunderstanding quietly undermines everything else they're trying to build?

In this episode of LytePOD, host Sam Koerbel sits down with Charles Stone, Past President of the International Association of Lighting Designers (IALD), for a rare, unfiltered conversation about the business of design—the part nobody teaches in school, the part most designers avoid until it's too late, and the part that determines whether a practice thrives or quietly fades away. Money. Getting Paid.

He walks through the uncomfortable truths: why young designers don't read contracts, why scope creep happens when no one defines what's actually included, why monitors pay for themselves in six months, and why the client who says "we'll pay you next time" is asking you to do them a favor you can't accept yet.

💡 Key topics explored:

• Why designers don't think about money when they're focused on making it beautiful—and why that's the root of the problem

• The phrase "for the good of the project" and why it's a virus that spreads from clients into design offices

• Why young designers must read contracts—and how that simple act changes everything about how they work

• The difference between work product and what clients are actually buying: magic, the wow moment, the thing they couldn't get without you

• Why scope creep is more dangerous than perfectionism—and how to protect yourself without killing the design

• The importance of identifying risk early: in design decisions, personnel, liability, and client relationships

• Why monitors pay for themselves in six months—and what that teaches you about investing in your business

• How to rationalize the design process without losing creativity—and why showing a client three options means all three must work

Whether you're a young designer wondering how to balance creativity and commerce, a firm leader trying to build something sustainable, or anyone curious about what it really takes to run a design practice that lasts—this conversation offers a rare, honest look at the business wisdom that separates thriving practices from struggling ones.

Listen now to discover why great design isn't enough—you have to understand money, risk, and the courage to protect what you've built.

❤️ Big appreciation for the partners who support this work and trust the vision. They believe in thoughtful conversations, strong community, and letting designers' voices lead. Grateful to build this together.

1️⃣ Mark Lighting - https://watch.lytei.com/mark

2️⃣ Kelvix - https://watch.lytei.com/Kelvix

3️⃣ LEDflex - https://watch.lytei.com/LEDFLEX

4️⃣ Diode LED - https://watch.lytei.com/diode

5️⃣ Targetti USA - https://bit.ly/targettiusa

• 00:00:00 Opening: We're Not Thinking About the Money, We're Trying to Make It Beautiful
• 00:00:59 Sponsor Spotlight: Mark Architectural Linear
• 00:02:10 Do You Like to Get Paid? The Business Reality of Design
• 00:03:32 For the Good of the Project: When Creativity Becomes a Liability
• 00:05:32 Where It Comes From: Learning Business from Family and Paul Morance
• 00:09:56 Read the Contract: The Non-Negotiable Rule
• 00:14:47 What Are They Actually Paying You For? Selling Magic, Not Deliverables
• 00:16:54 The Value of Experience: 10,000 Hours Before Your First Hundred
• 00:18:32 Jumping the Shark: When Competitors Raise Their Prices Because You're Bidding
• 00:20:17 The Spectrum of Clients: From Lighting Experts to Complete Novices
• 00:21:27 Sponsor Spotlight: Kelvix, LED Flex, and Diode LED
• 00:23:46 The Video That Changed Everything: FU Pay Me
• 00:25:14 Writing the Clauses: How Charles's Contract Language Spread Industry-Wide
• 00:26:29 Walking Away: When Risk Outweighs the Client Relationship
• 00:28:41 Risk Analysis: Balancing Persistence with Protection
• 00:35:31 The Dumbest Thing: Not Spending Money Properly
• 00:38:08 Risk Management at the Desk: Teaching Young Designers to Focus
• 00:40:27 Rationalize the Process or You Can't Make Money
• 00:34:00 Sponsor Spotlight: Targetti USA
• 00:43:06 Closing: Take Some Risk, Be Persistent

What happens when custom integrators stop dabbling in lighting and start building entire divisions around it—and why is this the fastest-growing category in luxury residential technology today?

In this episode of LytePOD, host Sam Koerbel sits down with Rob Doherty

Listen now to discover why lighting isn't just another subsystem—it's the experience that brings everything else to life.

❤️ Big appreciation for the partners who support this work and trust the vision. They believe in thoughtful conversations, strong community, and letting designers' voices lead. Grateful to build this together.

1️⃣ Lucetta CI - https://lucettaci.com

• 00:00:00 Opening: From Four Cans and a Fan to a Purposeful Lighting Business
• 00:01:28 Sponsor Spotlight: Lucetta CI
• 00:01:57 The Lighting Division: Why Dabbling Won't Work
• 00:04:02 LED Evolution: Why Lighting is a Natural Fit for Integrators Now
• 00:05:12 The Early Adopters: This Was Coming for a Long Time
• 00:06:07 Project Management Reality: More Than Just Handing Off Fixtures
• 00:08:32 Manufacturing for the Channel: 19 Years of Learning
• 00:11:01 Designing for Luxury: Ground-Up Development for Discerning Clients
• 00:16:42 The Showroom Resurgence: Demonstrating the Experience of Light
• 00:18:08 Lifetime Agreements: Emotional Money vs. Corporate Funds
• 00:21:20 Taking Accountability: Making Lighting Work with Every Control System
• 00:24:03 Why Manufacturers Should Be Here: Excellence in Luxury Residences
• 00:25:52 Scalability Challenge: One House at a Time
• 00:30:57 Partnership Over Overlap: Respecting What Integrators Do Best
• 00:32:48 The Whole Package: People, Purpose, and Meaningful Solutions
• 00:38:49 Closing: Leading with Experience, Not Products

What happens when two lighting designers and two manufacturers sit down in the same room and get brutally honest about spec swaps, value engineering, custom details, and what really breaks when a project goes sideways on site?

In this episode of LytePOD, host Sam Koerbel brings together voices from London, Florence, and Dubai for a rare, unfiltered conversation about the real friction points between design intent and manufacturing reality. This isn't a polished panel discussion. It's a candid, deeply human look at what it takes to collaborate across continents, timelines, and expectations when the pressure is on, the budget is tight, and the client still expects magic.

They reveal why light quality is the designer's non-negotiable, why hiding complexity through simplicity is the hardest detail to execute, and why the best measure of success isn't the rendering or the spec sheet—it's whether the project still looks good two years later and whether the team can still call each other when something goes wrong. They walk through the uncomfortable truths: why there's no magic shelf where everything sits waiting to ship, why manufacturers become true partners only when they stop thinking in catalog codes, and why the sooner designers and manufacturers start talking, the better the final result will be.

Whether you're a designer wondering how to collaborate more effectively with manufacturers, a manufacturer trying to understand what designers really need, or anyone curious about what it takes to turn creative vision into built reality—this conversation offers a rare, honest look at the tension, trust, and teamwork required to make great lighting projects happen.

Listen now to discover why great lighting isn't about perfection—it's about partnership, communication, and showing up when it matters most.

❤️ Big appreciation for the partners who support this work and trust the vision. They believe in thoughtful conversations, strong community, and letting designers' voices lead. Grateful to build this together.

1️⃣ Mark Lighting - https://watch.lytei.com/mark

2️⃣ Kelvix - https://watch.lytei.com/Kelvix

3️⃣ LEDflex - https://watch.lytei.com/LEDFLEX

4️⃣ Diode LED - https://watch.lytei.com/diode

5️⃣ Targetti USA - https://bit.ly/targettiusa

• 00:00:00 Opening: The Reality of Spec Swaps and Value Engineering
• 00:01:43 Sponsor Spotlight: Mark Architectural Linear
• 00:02:52 Starting with Light Quality: The Designer's Non-Negotiable
• 00:08:35 The Hardest Detail: Hiding Complexity Through Simplicity
• 00:14:28 Manufacturing Reality: Why There's No Magic Shelf
• 00:20:48 Partnership Over Catalog: When Manufacturers Become Collaborators
• 00:28:29 Sponsor Spotlight: LED Flex, Diode LED, and Kelvix
• 00:30:51 Custom vs. Standard: Balancing Innovation and Maintenance
• 00:35:38 Physics is Physics: Navigating Technical Constraints with Creativity
• 00:48:24 Sponsor Spotlight: Targetti USA
• 00:49:13 Biggest Frustrations: Time, Response, and Communication
• 00:54:07 Installation Reality: When Projects Go Wrong on Site
• 00:59:00 Closing: It's About People, Not Places

What does it take to build a career shaped by deep listening, quiet confidence, and the courage to lead without losing yourself in the process?

In this episode of LytePOD, host Sam Koerbel sits down with Teal Brogden, co-leader of HLB Lighting Design, one of the world's most influential architectural lighting design firms, to unpack what it really means to lead with empathy, curiosity, and panache.

Teal reveals why listening with empathy is the foundation of great design, why presence matters more than perfection, and why the best measure of success isn't the rendering or the award—it's the window washer who feels honored to work on a building because it means something to the community. She walks through the art of asking the right questions, the courage it takes to say yes to adventure while staying grounded in technical rigor, and why collaboration isn't just working together—it's creating space for others to shine and trusting that what you give out is what you get back.

💡 Key topics explored:

• Why deep listening and empathy are the foundation of every great design decision—and how presence shapes outcomes

• The importance of letting people try, fail, and learn—and why trust creates better leaders than protection ever could

• How early mentors like Paul Moranse and Barbara Horton shaped Teal's philosophy—and why playfulness and mystery create space for collaboration

• Why people are the biggest asset of any design firm—and how human connection fuels creativity, problem-solving, and emotional resonance

• The window washer story that reminds us why architecture matters—and why the most meaningful validation comes from people experiencing the space

• What Teal would tell her 24-year-old self: trust yourself, go for it, you got this

Whether you're a designer wondering how to lead with confidence without arrogance, a young professional trying to figure out what comes next, or anyone curious about what it takes to build a career rooted in empathy, curiosity, and the courage to show up—this conversation offers a rare, honest look at the instincts, values, and human connections that shape a life in design.

Listen now to discover why great leadership isn't about having all the answers—it's about listening deeply, trusting yourself, and creating space for others to thrive.

❤️ Big appreciation for the partners who support this work and trust the vision. They believe in thoughtful conversations, strong community, and letting designers' voices lead. Grateful to build this together.

1️⃣ Mark Lighting - https://watch.lytei.com/mark

2️⃣ Kelvix - https://watch.lytei.com/Kelvix

3️⃣ LEDflex - https://watch.lytei.com/LEDFLEX

4️⃣ Diode LED - https://watch.lytei.com/diode

5️⃣ Targetti USA - https://bit.ly/targettiusa

• 00:00:00 Opening: The Power of Empathy in Design
• 00:01:15 Sponsor Spotlight: Mark Architectural Linear
• 00:02:29 Leadership Origins: Barbara's Influence and Early Mentorship
• 00:04:03 Foundation of Success: Parenting, Failure, and Panache
• 00:07:08 Learning from Paul Moranse: Mystery, Curiosity, and Joy
• 00:08:36 The Business of Design: Confidence Without Arrogance
• 00:10:32 Storytelling Through Light: Listening and Pivoting
• 00:13:34 The Framework: From Blank Page to Decision Making
• 00:16:20 Fixture Picker or Collaborator: Earning Trust Over Time
• 00:17:17 Sponsor Spotlight: Kelvix, Lead Flex, and Diode LED
• 00:19:19 Saying No to Get a Yes: Navigating Difficult Conversations
• 00:21:24 Listening Across Cultures: Swagger and Empathy
• 00:21:59 Getting Back What You Give: Career Momentum and Raising Fans
• 00:26:10 People Are the Purpose: Why Design Is Human
• 00:28:26 Sponsor Spotlight: Targetti USA
• 00:29:19 Moved to Tears: The Window Washers and Beloved Architecture
• 00:31:24 Advice to Your Younger Self: Trust Yourself and Go for It

What does it take to build a culture that outlives the people who shaped it? In this episode of LytePOD, host Sam Koerbel sits down with Carrie Hawley and Teal Brogden, co-leaders of HLB Lighting Design — one of the world's most influential architectural lighting design firms — to unpack the business of building, scaling, and leading a design firm that's built to last.

This is a candid, deeply human conversation about firm culture, shared leadership, mentorship, and what it really means to lead with the intention of putting yourself out of a job. Carrie and Teal walk through the 10-year planning cycles that guide HLB's evolution, the quarterly mentoring rhythms that develop the next generation of lighting leaders, and why growth is intentional but always people-focused.

💡 Key topics:

• How culture is built through daily actions — not slogans — and what that means for hiring, leadership, and strategic planning
• Why shared leadership requires vulnerability over control, and meeting in person to facilitate advances (not retreats)
• HLB's 10-year planning cycles — and why every career stage shapes the firm's future
• Growth plans vs. professional success plans — and why soft skills outweigh technical ones at the senior level
• Quarterly mentoring check-ins that replace traditional annual reviews
• Why every micro team inside HLB has its own mission statement
• Radical candor, crucial conversations, and approaching conflict with curiosity
• Why the goal of leadership is to put yourself out of a job

Whether you're a design firm principal, a young designer figuring out where you fit, or a lighting professional thinking about the business of lighting design — this conversation offers a rare, honest look at the intentionality and humility required to build a firm that lasts.

🎙️ Listen now to learn why great leadership isn't about control — it's about creating space for others to lead.

learn more: https://hlblighting.com/

❤️ Big appreciation for the partners who support this work and trust the vision. They believe in thoughtful conversations, strong community, and letting designers' voices lead. Grateful to build this together.

1️⃣ Eureka Lighting - https://watch.lytei.com/EurekaRabbitHole

2️⃣ Kelvix - https://watch.lytei.com/Kelvix

3️⃣ LEDflex - https://watch.lytei.com/LEDFLEX

4️⃣ Diode LED - https://watch.lytei.com/diode

5️⃣ Targetti USA - https://bit.ly/targettiusa

• 00:00:00 Opening: Does the Company Shape Us or Do We Shape the Company?
• 00:01:37 Sponsor Spotlight
• 00:02:47 Culture of Learning: Growth is Intentional and People-Focused
• 00:04:08 Legacy by Choice: Building Beyond Ourselves
• 00:07:29 Navigating the Hard Stuff: Communication and Conflict
• 00:12:49 Specialists and Expertise: Elevating the Entire Team
• 00:15:00 The North Star: Pursuing Design Excellence Globally
• 00:19:31 Strategic Planning: 10-Year Cycles and Inclusive Voices
• 00:23:16 Sponsor Spotlight: Kelvix, Lead Flex, and Diode LED
• 00:25:33 Empowerment Through Consensus: Not Command and Control
• 00:27:56 Radical Candor and Crucial Conversations
• 00:30:45 Sponsor Spotlight: Tarjeti USA
• 00:31:33 Rhythms of Connection: Mentoring, Growth Plans, and Town Halls
• 00:37:37 Boutique Studios Within a Whole: Strength in Diversity

Tom Doherty has spent 40 years in consumer electronics and two decades arguing for one quietly subversive idea: that the lighting industry has spent decades failing homeowners — and the custom integration channel is finally the one fixing it.

He's the Director of New Technology Initiatives at HTSA, the international trade consortium of premium residential integrators. He was inducted into the inaugural Lutron Hall of Fame in 2008, built the Indianapolis lighting lab that became a template for the industry, and created Lightapalooza — the conference that turned residential lighting into the fastest-growing category in custom integration.

In this episode, Tom makes a case I haven't heard anyone else make: of the roughly 20,000 companies calling themselves integrators today, only about 100 are doing residential lighting well — and that tiny group is on the verge of fundamentally reshaping how lighting reaches the homes of the wealthiest clients in the country.

Expect to learn why the lighting industry has failed homeowners for 30 years despite producing better fixtures than ever, why custom integrators got "pulled into" lighting against their will and now dominate the category, what the "shelf of shame" reveals about why most integrators fail even when they want to succeed, why integrators are the only people in residential construction who eliminate value engineering entirely, why Tom turned away 30 manufacturers from the most recent Lightapalooza show floor, and the production-home story from 2012 that convinced Tom every homeowner walking into a builder-grade showroom is being quietly underserved.

—

Extra Stuff:

Connect with Tom Doherty: https://www.linkedin.com/in/tom-doherty-800529a/

HTSA: https://www.htsa.com

Lightapalooza: https://www.lightapalooza.com

The IALD Enlighten America's conference filled up the keynote hall - 200+ lighting designers were on edge, as soon as the conversation was over, we recorded this podcast.

Sam Koerbel sits down with Emad and Ketty, two lighting designers navigating the seismic shift that artificial intelligence is bringing to the design world. This isn't a conversation about hype or fear. It's a candid, deeply human look at what it means to build a creative practice in an era where machines can render, automate, and optimize—but still can't feel a space, connect with a client, or know what it's like to walk into a project and watch people experience something you helped create.

They reveal why AI is a tool, not a replacement, why critical thinking is at risk if we rely too heavily on automation, and why the best measure of success isn't how fast you can generate a rendering—it's whether you've preserved the human connection, intuition, and emotional intelligence that make great design possible. They walk through the uncomfortable truths: how much of your project fee is actually spent being creative (10 to 15 percent), how AI might push fees down unless designers learn to charge for value instead of time.

• Why AI is a tool that amplifies creativity—and why the human experience behind design can never be replaced

• How critical thinking is at risk when designers rely too heavily on automation—and what that means for the next generation

• The uncomfortable truth: only 10 to 15 percent of project fees are spent on actual creative thinking—the rest is execution

• Why AI might push design fees down unless the industry learns to charge for value instead of time

• How AI can help designers communicate better, iterate faster, and visualize ideas—but why it can't replace the human connection that drives great projects

• The importance of AI policies in design firms—and why only 5 percent of firms have them despite widespread use

• Why software companies are using your design data to train AI models—and what that means for intellectual property and control

• The risk that AI-native generations will think differently than we do—and why today's designers need to adapt without losing their edge

• Why lighting designers need to redefine their value proposition—and why advocacy from the broader design community is critical

• The future of design: faster tools, better visualization, and the constant need to preserve human intuition, empathy, and connection

Whether you're a designer wondering how AI will change your workflow, a firm leader trying to figure out what comes next, or anyone curious about what it means to stay human in an increasingly automated world—this conversation offers a rare, honest look at the opportunities, risks, and responsibilities that come with designing in the age of artificial intelligence.

Listen now to discover why AI won't replace designers—but designers who use AI will replace those who don't.

❤️ Big appreciation for the partners who support this work and trust the vision. They believe in thoughtful conversations, strong community, and letting designers' voices lead. Grateful to build this together.

1️⃣ Eureka Lighting - https://watch.lytei.com/EurekaRabbitHole

2️⃣ Kelvix - https://watch.lytei.com/Kelvix

3️⃣ LEDflex - https://watch.lytei.com/LEDFLEX

4️⃣ Diode LED - https://watch.lytei.com/diode

5️⃣ Targetti USA - https://bit.ly/targettiusa

• 00:00:00 Opening: Human Experience vs. Machine Intelligence
• 00:01:36 Sponsor Spotlight
• 00:02:43 The AI Energy Crisis: What We're Not Talking About
• 00:03:36 Cautionary Tales: Protecting Design Integrity
• 00:05:38 AI Can't Feel: Why Creativity Remains Human
• 00:06:50 The 15% Problem: Where Design Time Actually Goes
• 00:09:16 Raising the Bar
• 00:14:41 The Thinking Problem:
• 00:26:16 Sponsor Spotlight: Kelvix, LED Flex, Diode LED
• 00:18:00 The Fee Dilemma=
• 00:19:46 The Revit Comparison: Why Efficiency Doesn't Lower Costs
• 00:22:01 Who's Really Driving AI
• 00:44:50 The Data You're Giving Away: Who Owns Your Work?
• 00:32:25 Adoption Readiness: Does Your Firm Have an AI Policy?
• 00:31:03 The Intuition Advantage: What Machines Can't Replicate
• 00:47:57 Mentorship in the AI Age: Help or Hurt?
• 00:50:55 The Communication Breakthrough: AI as Translator
• 00:55:19 Closing Thoughts: Navigating the Storm

What happens when you sit down with an architect who's spent decades designing the custom homes of billionaires in one of the world's most demanding environments—and ask her what it really takes to turn a house into a legacy?

In this episode of LytePOD, host Sam Koerbel travels to Aspen, Colorado, to sit down with Sarah Broughton, a world-renowned architect and designer whose work has redefined what it means to create spaces where nature, sustainability, and luxury converge. This isn't a conversation about floor plans or finishes—it's a deep dive into the philosophy, process, and people-first thinking that transforms architecture from shelter into something deeply personal, emotionally resonant, and built to last generations.

Sarah reveals why design starts with curiosity, not style, why lighting must balance daylight and emotion, and why the best measure of success isn't the rendering—She walks through the art of asking the right questions, the courage it takes to say yes to everything (and no when it matters), and why collaboration isn't just working together—it's understanding business models, challenging specialists, and creating something better than anyone could have imagined alone.

💡 Key topics explored:

• Why design starts with curiosity and empathy—and how asking the right questions shapes every decision

• The importance of understanding daylight first—and how electrical lighting should evoke the same emotional response

• Why lighting must be layered, not reliant on recessed cans—and how to integrate architectural lighting early in the design process

• The challenge of balancing point source lighting with ambient vertical illumination—and why lamps aren't always the answer

• How to design spaces that work for clients today and adapt as their lives evolve—without overbuilding or locking in one configuration

• Why mockups matter: from lighting fixtures to skylights that look like skylights at night

• How VR technology has become a game changer for anticipating scale, light, and spatial experience before construction begins

• The difference between surprising a client and delighting them—and why trust is the foundation of every great project

• Why lifelong learning and remaining relevant in mid-career requires humility, growth mindset, and the courage to ask "now what?"

Listen now to discover why great architecture isn't about style—it's about understanding people, balancing light, and building something that lasts.

❤️ Big appreciation for the partners who support this work and trust the vision. They believe in thoughtful conversations, strong community, and letting designers' voices lead. Grateful to build this together.

1️⃣ Eureka Lighting - https://watch.lytei.com/EurekaRabbitHole

2️⃣ Kelvix - https://watch.lytei.com/Kelvix

3️⃣ LEDflex - https://watch.lytei.com/LEDFLEX

4️⃣ Diode LED - https://watch.lytei.com/diode

5️⃣ Targetti USA - https://bit.ly/targettiusa

• 00:00:00 Opening: Designing for Delight in Aspen
• 00:02:12 Sponsor Spotlight
• 00:03:35 Welcome Home: When Every Room Is Loved
• 00:06:10 The Real Reason Clients Hire Architects
• 00:08:32 Prototyping Life: Risk, Trust, and the Perfect 10
• 00:13:24 Balancing Light: Natural, Harsh, and Intentional
• 00:14:53 Construction as Art and Collaboration
• 00:15:49 Judgment Over Style: Building for Legacy
• 00:18:45 The Power of Yes: Reframing Every Design Challenge
• 00:22:33 That Was Then, This Is Now: Evolving Spaces and Lives
• 00:24:08 Holistic Design: The Italian Bottega Model
• 00:25:39 Before We Continue: Sponsor Spotlight
• 00:27:49 Collaboration Defined: Open Hearts and Curiosity
• 00:30:00 Lighting Philosophy: From Daylight to Emotion
• 00:37:03 The Lighting System Debate: Switches vs. Automation
• 00:41:50 Understanding Business Models: Working with Lighting Designers
• 00:46:53 Before We Jump Back: Sponsor Spotlight
• 00:47:43 Getting Rid of Recessed Lighting: The Challenge
• 00:44:02 Lifelong Learning: Mid-Career and the Now What Moment
• 00:55:12 Closing: When Do You Feel Most Alive?