Many interior product brands believe they have a visibility problem. But according to Nicole Lashae Hall, the real issue is something deeper: a strategy gap.

In this episode of the Thrive and Design Podcast, Nicole explores how the design industry has quietly but permanently shifted — and why many brands are still operating with outdated sales and marketing assumptions. Designers are discovering products digitally, forming opinions long before meeting a sales rep, and increasingly prioritizing brands that provide education, transparency, and meaningful narratives rather than pure product promotion.

Nicole breaks down how the pandemic accelerated these changes and why hybrid work, digital-first discovery, and generational shifts (especially among Millennial and Gen Z designers) are reshaping how specification decisions happen. Brands that rely only on product visibility, trade shows, or sales-driven messaging risk becoming invisible in a crowded marketplace.

Instead, success now requires alignment between marketing, storytelling, and sales behavior. Nicole shares the most common strategic exposures she sees in interior product brands today — including visibility without positioning, sales messaging without narrative, and activity without clear strategy.

If your brand is investing heavily in marketing but still struggling to win specifications, this episode will help you rethink your approach and build a clearer path forward.

00:00 – Welcome to Thrive and Design

01:14 – The Strategy Gap Most Brands Don’t See

02:25 – How Product Sourcing Has Changed Post-Pandemic

05:18 – The Rise of Digital-First Product Discovery

07:25 – What Research Shows About Designer Decision-Making

10:33 – What Millennial and Gen Z Designers Value Most

12:47 – Why Education Beats Product Promotion

15:10 – What Hasn’t Changed (But Should)

18:20 – The Three Biggest Brand Exposures Today

21:00 – How Brands Can Shift Their Strategy

23:20 – Turning Insights Into Action

“Most product brands think they have a visibility problem. What they actually have is a strategy gap.”

“Designers expect brands to educate, not just sell.”

“Exposure without a narrative creates awareness, but not loyalty.”

“If your growth strategy assumes designers will figure out why you matter, you’re already behind.”

“The future of design doesn’t reward the loudest brands. It rewards the clearest ones.”

Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry:

In season 9, episode 2 of the Thrive In Design Podcast, host Nicole Lashae Hall welcomes Cheryl Durst, Executive Vice President and CEO of the International Interior Design Association (IIDA), for a powerful conversation about expanding the role of interior design beyond aesthetics and into measurable business and human impact.

With more than 30 years in the industry, Cheryl shares her journey from educator and journalist to global design leader — and why she believes design is not passive, but a strategic driver for revenue, equity, belonging, and organizational change. Together, Nicole and Cheryl explore how designers must evolve their language to better communicate ROI, outcomes, and impact to the C-suite and stakeholders across the ecosystem.

The conversation dives into the future of the profession — from IIDA’s Certified Design Futurist program and the difference between forecasting and foresight, to how manufacturers can leverage demographic shifts and cultural signals to design proactively. They also unpack insights from IIDA’s Industry Roundtable on generational intelligence and the power of multi-generational collaboration in shaping the built environment.

Finally, Cheryl shares the mission behind IIDA’s Design Your World program — an initiative introducing underrepresented high school students to interior design as a viable and impactful career path — and why playing the long game is essential for building a more equitable future for the profession.

If you’re a manufacturer, designer, or industry leader looking to align strategy, storytelling, and impact, this episode offers clarity and conviction on where design is headed — and how to lead it forward.

00:00 – “Design is a driver”: Reframing the value of design

“It is not passive. It is a driver for your business goals. It is a driver for equity and belonging. It is a driver for revenue.”

“Design is about what happens on the receiving end.”

“Interior design is an art, a science, and a business.”

“You can’t just let the future happen to you.”

“Design isn’t about things. Design is about people.”

To learn more about Cheryl Durst and her work shaping the future of design and the built environment, connect with her and International Interior Design Association (IIDA):

You can also reach Cheryl directly at [email protected].

Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry:

Welcome to the Thrive in Design Podcast, hosted by Nicole Lashae Hall, founder of Thrive in Design. This podcast is for interior product brands ready to move beyond scattered marketing, outdated sales tactics, and visibility for visibility’s sake—and into clarity, alignment, and real momentum.

In this opening episode of Season 9, Nicole reintroduces the podcast, shares her personal and professional evolution, and clearly defines who this show is for: interior product manufacturers, marketers, and sales leaders navigating change in a post-pandemic, AI-influenced design industry. She explains why many brands feel “stuck” despite doing all the things—and why the real issue is often positioning, not visibility.

Nicole also outlines what makes this season different. Expect deeper conversations around go-to-market strategy, designer–vendor dynamics, brand clarity, and the practical role of AI in sales, product development, and marketing. This season is designed to challenge assumptions, encourage strategic thinking before execution, and help brands become the ones designers actually remember—and specify.

If you’re looking to sharpen your brand story, align sales and marketing, and build systems that scale without constant reinvention, this episode sets the foundation for everything to come.

00:00 – 01:45 | Welcome to the Thrive in Design Podcast + Nicole’s reintroduction

01:46 – 03:30 | What Thrive in Design does and who this podcast is for

03:31 – 05:30 | Why this podcast exists and the impact it’s had so far

05:31 – 07:45 | Why Season 9 is different: clarity, experience, and research

07:46 – 09:45 | Go-to-market strategy, brand storytelling, and what’s changing

09:46 – 11:45 | Designer–vendor dynamics and generational shifts

11:46 – 13:30 | How AI fits into sales, marketing, and product development

13:31 – 15:30 | Visibility vs. positioning: identifying the real problem

15:31 – 17:15 | Why effort does not equal impact

17:16 – 18:55 | Strategy before tactics: websites, messaging, and campaigns

18:56 – 20:45 | What designers actually remember—and why it matters

20:46 – 22:20 | Guests and conversations coming this season

22:21 – End | Spec Ready framework, AI & Design Summit, and what’s next

“Visibility is not the same thing as clarity.”

“Effort does not equal impact. Noise does not equal strategy.”

“If designers can’t retell your value in one sentence, you’re forgettable.”

“Strategy clarifies who you’re for, sharpens what you’re known for, and makes decisions easier for your buyer.”

“Clarity—not noise—is what sells now.”

Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry:

• Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

Season 9 of Thrive In Design is here — and it’s an invitation to rethink how we build our businesses, our careers, and our lives in the design industry.

Hosted by Nicole Lashae Hall, this season continues the conversation around what it truly means to thrive as a designer, creative entrepreneur, or industry leader. In this trailer, Nicole shares what’s ahead for Season 9, including deeper discussions around sustainable growth, aligned leadership, and navigating the evolving realities of creative work without burnout.

Whether you’re an interior designer, architect, engineer, or creative professional craving more clarity, intention, and balance, Season 9 of Thrive and Design is designed to meet you where you are — and help you move forward with purpose.

New episodes are coming soon. Welcome to Season 9.

00:00 – Welcome to Thrive and Design

Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry:

• Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

When you have your own business, you have to do everything—from designing and selling to marketing and growth. But the real power lies in building a brand that goes beyond products or services. It’s about creating spaces and experiences that are meaningful, where people feel connected and inspired. Branding for designers isn’t just about visuals; it’s about telling a story that reflects your values, resonates with your audience, and builds trust over time. When done right, branding helps you stand out in a crowded market, sell with purpose, and grow a business that makes a lasting impact.

In today’s episode, we’re joined by Ericka Saurit, who shares insights on what interior designers truly need today—from brand strategy and product launches to story-driven marketing that fuels growth. We don’t just talk about branding—we dive deep into the different ways to launch a product collection, how to stand out in a saturated market, and what marketing trends designers need to be paying attention to right now, including podcasting.

Ericka Saurit is a brand strategist, educator, and former interior designer with over 25 years of experience shaping culture through design and storytelling. She’s worked with iconic brands like Airbnb, Tag Heuer, and Estée Lauder, and now empowers interior designers, architects, and creatives to grow their businesses through story-driven marketing that connects and converts.

🎧 Tune in now to learn how to refine your message, launch with impact, and future-proof your marketing strategy.

Key Highlights from the Episode:

[00:01] Intro and a bit about your guest, Ericka Saurit

[05:21] Ericka’s background: From interior designer to branding expert 

[08:32] How the interior design industry has evolved over the past 18 months 

[13:30] Aligning your business strategy with marketing goals 

[16:34] Podcasting, storytelling & tools to help you stand out as a designer

[22:30] Revenue streams: What’s working now for design businesses

[25:30] Understanding: Licensing, Private Label, White Label, & Ecommerce 

[34:18] What to consider when setting your marketing goals

[39:40] How to build confidence and boldness through market shifts

[46:23] What’s new at Ericka’s company and how she supports clients 

[47:59] A quick recap and how to partner with Thrive in Design

[55:58] Wrap-up and end of the show

Connect with Ericka Saurit:

🎓 Register for the next Thrive in Design live training:

📘 Get your copy of "The Ultimate Guide to A&D Sales":

📚Enroll in the School of Strategy by Thrive In Design: 

https://www.thriveindesign.co/school

Beauty has always spoken to us—but today, its voice is louder, clearer, and more essential than ever. As the language of design evolves, we are beginning to understand that beauty is not just a visual luxury but a biological necessity. Hardwired into our DNA, aesthetic experiences shape how we feel, think, and heal. From the calming repetition of patterns to the nurturing presence of natural elements, design has the power to transform our spaces into sanctuaries of wellness.

In today’s episode, we’re joined by Mike Peterson to explore how neuroaesthetics and biophilia are reshaping design to support human health and well-being. Mike is a true pioneer at the intersection of design, science, and wellness. With nearly a decade as a publisher at LUX magazine, he helped catapult the brand to international recognition, building deep connections across luxury design firms, design centers, and the broader interior design community.

Now, as the founder of Science in Design, Mike leads a powerful movement that educates designers on how their work directly impacts human health. He is also a sought-after keynote speaker, sharing his message on some of the industry’s most prestigious stages—from High Point Market and the Dallas Market Center to ADAC, ASID, and IFDA events. His message is simple but profound: Design isn’t just about how a space looks—it’s about how it makes us feel, function, and thrive.

🎧 Tune in now!

Connect with Mike Peterson:

Learn more about Thrive In Design:

🎓 Register for the next Thrive in Design live training:

📘 Get your copy of "The Ultimate Guide to A&D Sales":

From the buzz of innovation to the quiet power of intentional design, NeoCon 2025 revealed a future where design, human connection, and technology converge. The conversation is no longer just about products—it’s about how environments shape behavior, how data informs design, and how workplaces can foster both safety and creativity. This year’s show spotlighted a growing emphasis on “placefulness”—the emotional and functional resonance of space—and the critical role it plays in organizational culture. As workplaces digitize and hybrid models evolve, the most forward-thinking brands are designing not just for productivity, but for presence, trust, and transformation.

In today’s episode, we’re joined by Melissa Marsh to help us unpack the major themes and insights that emerged from this year’s NeoCon 2025 show. We explore key takeaways around workplace design in a post-hybrid world and the deeper shifts happening in change management and organizational culture. Melissa is the founder and executive director of PLASTARC and a visionary in workplace strategy, change management, and the future of work. Melissa has been at the forefront of reshaping how we think about space, connection, and experience. 

Ready to Tune in Now!

Key Highlights from the Episode:

[00:01] Introduction and what's for you in today’s show

[02:50] What's coming up this summer at Thrive In Design

[06:57] What Melissa found as a vibe at NeoCon in product design     

[11:04] Using AI for real-time data processing to change the workplace experience 

[16:34] The evolving intersection of design and technology 

[20:31] Innovations that stood out to Melissa at NeoCon—and why

[26:53] What “placefulness” means and how it showed up at NeoCon

[30:27] Urban transformation: Digitization of the city

[32:16] Cool vs warm colors: Melissa’s NeoCon favorite bag 

[34:38] Wrap-up and end of the show

Connect with Melissa Marsh:

🎓 Register for the next Thrive in Design live training:

📘 Get your copy of "The Ultimate Guide to A&D Sales":

📚Enroll in the School of Strategy by Thrive In Design: 

https://www.thriveindesign.co/school

NeoCon 2025 is paved with more than just innovative products—it’s built on meaningful relationships, bold storytelling, and brands that lead with purpose. In today’s design landscape, simply showing up isn’t enough. Reps must deliver real value, spark genuine conversations, and create experiences that resonate long after the event ends. Authenticity, honesty, and human connection are the new currency. When done right, events become more than industry obligations—they become powerful platforms for impact, inspiration, and long-term growth.

In today’s episode, we sit down with Tarra Avila for an inspiring conversation about NeoCon 2025, the future of design networking, and how brands can create meaningful connections. Tarra is the visionary CEO and founder of Network NextGen—a vibrant community connecting emerging designers and architects in their 20s and 30s with leading design brands and manufacturers. Through curated live and virtual experiences, Network NextGen fosters authentic conversations around work-life balance, inspiration, and the future of design, with events in more than 18 markets across the country. They are creating spaces where designers walk away feeling inspired, informed, and more connected than ever.

Let’s dive in!

Key Highlights from the Episode:

Notable Quotes:

Connect with Tarra Avila and Network NextGen:

Learn more about Thrive In Design:

🎓 Register for the next Thrive in Design live training:

📘 Get your copy of "The Ultimate Guide to A&D Sales":

📚Enroll in the School of Strategy by Thrive In Design: 

https://www.thriveindesign.co/school

As the most anticipated design event continues to evolve, one thing remains timeless: the power of well-crafted experiences—those that begin long before the showroom doors open and continue long after the last badge is scanned. From smarter collaboration and strategic storytelling to thoughtful product launches and unforgettable touchpoints, brands now have the opportunity to engage the A&D community in deeper, more impactful ways. NeoCon 2025 isn’t just about being seen—it’s about being remembered.

In today’s episode, we’re joined by Libby Gillen and Chris Stulpin for a deep dive into NeoCon 2025—what’s evolving, what still works, and how brands can create meaningful impact before, during, and after the show.

Libby Gillen is the Vice President of A&D Engagement at Momentum Textiles & Wallcovering and a proud Syracuse University alumna. Her career journey spans from studying interior design to leading strategy, connecting with specifiers, and driving engagement across the A&D industry in the U.S.

Chris Stulpin is the owner of Darrow Martial Creative and also serves on the boards of Momentum Textiles and Hero Flooring. With deep industry insight, he brings a unique perspective on design, branding, and creative leadership.

Let’s dive in!

Key Highlights from the Episode:

Notable Quotes:

Connect with Libby Gillen and Chris Stulpin:

Learn more about Thrive In Design:

🎓 Register for the next Thrive in Design live training:

📘 Get your copy of "The Ultimate Guide to A&D Sales":

📚Enroll in the School of Strategy by Thrive In Design: 

https://www.thriveindesign.co/school

Ever wondered why some podcasts thrive while others vanish into digital silence? In 2025, podcasting has evolved far beyond a casual hobby—it’s now a dynamic engine for personal branding, thought leadership, and evergreen content creation. Starting and growing a successful podcast means more than just plugging in a mic; it requires intentional strategy, authentic storytelling, and smart marketing. From defining your niche to designing eye-catching branding and leveraging cross-promotion, today’s most successful podcasters are those who treat their show like a business—with a voice, a mission, and a roadmap for growth.

In this solo episode, your host, Nicole Lashae (Ben) Hall, breaks down exactly how to start and market your podcast with intention and impact. She also shares three foundational pillars of podcast success to help you strategically design episodes that resonate with your audience and reflect your brand—all while creating evergreen content that continues to deliver value for months (or even years) to come.

Ready to build something that lasts? This is your blueprint.

[00:01] Introduction to the show

Learn more about Thrive in Design:

🎓 Register for the next Thrive in Design live training:

📘 Get your copy of "The Ultimate Guide to A&D Sales":

📚Enroll in the School of Strategy by Thrive In Design: 

https://www.thriveindesign.co/school