Our brains are wired to filter out information that is unnecessary; that’s why marketing fails so often. To get through the filter and get your client’s attention, you’ll have to do something radical—you’ll have to get different. Author and entrepreneur advocate, Michael Michalowicz shares his solution to the highly ignorable marketing trap.   

In this episode we learn:
- organize clients by revenue spent and their crush factor (how much you love working with them)
- find out where your ideal clients converge and market there
- avoid being highly ignorable, approach clients in a way that gets their attention
- perform your own R&D (rip off and duplicate)
- be the true you; lean into it
- be strategic about the mediums your market in (e.g., blog, tv, print ad, Facebook ad, etc.)
- also, be strategic about the method (e.g., gift basket of cookies vs. gift basket of tequila)
introduce keys (signifier that tells you if the marketing piece is working)

Business of Design® is your blueprint for running streamline projects and building a highly profitable interior design business. Get your business blueprint at 
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EP 434 | Get Different with Mike Michalowicz

A website, like any great interior design project, needs a solid strategy, a thoughtful process, and an eye for aesthetics. In this episode, website strategist Elle Kwan joins us to unpack the essentials of building a high-performing website for your interior design business. Elle shares smart strategies for creating content that resonates with your dream clients and satisfies Google’s search engine algorithms. From clarifying your services to choosing the right website platform, this episode is packed with actionable tips to help you attract, engage, and convert.

You’ll learn:
- What a strong website strategy looks like
- How to speak to both clients and Google robots
- Why clear service definitions are key
- Pros and cons of popular website platforms
- Why starting small with a DIY site is okay
- How to stay focused and trust yourself through the ups and downs of running a business

Business of Design® is your blueprint for running streamline projects and building a highly profitable interior design business. Get your business blueprint at 
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EP 435 | Website Strategy with Elle Kwan

As an interior design professional, you create beauty, function, and transformation for your clients—but are you building the same for yourself? In this episode we dig into the powerful connection between your sense of worth and your ability to build true wealth. If you’ve ever questioned what you should charge, struggled with confidence in business, or felt stuck on the income treadmill, this episode will shift your perspective—and help you design a business as intentional as your interiors.

In this episode we learn:
- why undercharging isn’t just a pricing issue—it’s a self-worth issue
- how wealth isn’t just about money, but about time, freedom, and choice
- the hidden costs of burnout and overdelivering
- practical ways to increase your profit margins without compromising your creativity
- how to reframe your mindset around money, value, and success as a creative

Business of Design® is your blueprint for running streamline projects and building a highly profitable interior design business. Get your business blueprint at 
https://businessofdesign.com/membership

EP 436 | Wealth and Worth with Carla Titus

Want to handle difficult clients and challenging situations with total authority? Well then, channel your inner 90’s action star (think Steven Segal)! Using a simple and effective technique, you can diffuse any challenging situation and turn an uncomfortable exchange into an affirming and positive step forward in your relationship. The bonus: this technique works with friends and family too.

In this episode we learn:
- how to diffuse a bad situation that is escalating.
- stress-reducing strategies that will keep you in top-shape for the challenging work you do.
- why hiring a coaching and/or psychologist is a sign of strength.
- 5 reasons you absolutely should charge more money.

Get the systems you need to attract ideal clients at https://businessofdesign.com/membership

EP 440 | Handling Difficult Clients Like a 90s Action Star with Dr Ganz

In this episode of the Business of Design® Podcast, Kimberley Seldon sits down with interior designer and bestselling author Erin Gates to explore the principles behind Elements of Timeless Style. Erin shares how to create interiors that feel fresh today while aging gracefully—spaces rooted in quality, personal story, and thoughtful design rather than fleeting trends.

From navigating the emotional experience of building a home to fostering a smooth and collaborative client process, Erin offers practical insights for designers who want their work to feel meaningful, enduring, and deeply personal. You’ll learn why flexibility matters, how to plan for inevitable changes, and why investing in the right team and materials leads to better outcomes every time.

Whether you're designing a client’s forever home or simply striving to produce work that lasts, this episode will help you refine your approach to timeless, story-driven design.

In this episode we learn:
- Why timeless design matters—and how it naturally evolves with the homeowner
- How a smooth, collaborative design process enhances the final result
- The emotional side of building a home and honoring the client’s story
- Why embracing flexibility is essential—because things will change
- Why quality over quantity is the foundation of timeless style
- How to design a space that feels like a forever home (even if the client isn’t staying forever)

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EP 448 | Elements of Timeless Style: Designing Interiors That Endure with Erin Gates

Some of the most valuable business lessons come from hard-earned experience—and in this episode, interior designer Diana Wagenbach shares the insights that transformed her business from overwhelmed to overjoyed. Kimberley Seldon sits down with Diana to break down five game-changing takeaways that every designer can apply, no matter where they are in their journey.

Diana talks about why waiting for the “perfect system” only slows you down, and how starting with the tools you have can spark real momentum. She sheds light on one of the biggest profitability killers in the industry—not tracking your time—and explains how consistent time-tracking leads to accurate estimating, healthier margins, and fewer surprise losses. The conversation also includes a candid look at saying no to the wrong projects, hiring with intention, and letting go of the myth that doing everything yourself is a badge of honor.

If you’re ready to streamline your workflow, increase profitability, and build a business that feels lighter and more joyful, this episode is packed with honest, practical advice you can use right away.

In this episode you will learn:
- Why you shouldn’t wait for the perfect time or system—start where you are
- The financial cost of underestimating time and failing to track your hours
- How consistent time-tracking protects your profitability and improves project estimating
- Why you must stop saying yes too soon (and too often)
- How hiring without defined roles leads to confusion and costly mistakes
- Why “doing it all” isn’t a badge of honor—and what to focus on instead

EP 447 | Five Business Lessons Every Interior Designer Needs with Diana Wagenbach

Originally aired in 2017, this foundational conversation with branding expert Bruce Philp remains essential listening for any interior designer wanting to strengthen their identity, increase client trust, and build a brand that stands out.

As Bruce puts it, “People don’t buy our product. They buy the belief that we can create and deliver the product. They buy our brand.” In Part 1, Kimberley Seldon and Bruce Philp explore why branding is far more than a logo or tagline—it's the belief system your clients choose when they hire you.

You’ll learn the core elements of a healthy brand, how small business owners can borrow cues from big companies to establish credibility, and the subtle ways entrepreneurs unintentionally undermine their own authority. This episode will help you step into your brand with clarity, intention, and the confidence clients expect from a professional.

What you’ll learn in this episode:
- The three components of a healthy brand every business needs
- Why outsourcing parts of your brand experience can strengthen client perception
- How adopting the appearance of a corporation builds client confidence
- The three common ways entrepreneurs give away their power
- How to use purpose, positioning, and character to build a recognizable, trustworthy brand
- Why clients choose brands based on belief—not just the work itself

EP 450 | You Are a Brand: How Interior Designers Build Trust & Visibility with Bruce Philp (Part 1)

AI is no longer a futuristic idea—it’s a practical tool reshaping how interior designers work, create, and deliver value. In this forward-thinking episode, Kimberley Seldon speaks with Nithya Subramaniam, an architect turned product and experience designer, about the real ways AI can transform your design practice today.

Rather than replacing designers, AI has the power to enhance creativity, reduce repetitive tasks, improve decision-making, and streamline entire workflows. Nithya breaks down how AI tools can generate spatial concepts, evaluate environmental conditions, integrate data for smarter solutions, and help designers iterate in real time. From climate adaptation to sustainable materials, AI is unlocking new levels of insight and efficiency.

If you’ve been wondering how AI will impact your business—or how to start using it confidently—this episode will give you the clarity and inspiration you need. AI is here to stay, and the designers who embrace it early will have a major advantage.

In this episode we learn:
- Why AI supports rather than replaces designers by automating routine tasks
- How AI tools generate spatial solutions based on real design project needs
- How real-time iteration enables faster, more creative design development
- How integrated data powers future-focused design, from sustainability to climate adaptation
- How AI agents optimize resources, track carbon impact, and streamline timelines

EP 452 | How AI Is Transforming Interior Design with Nithya Subramaniam

In the interior design industry, clarity is power—and a well-built operations manual may be the most valuable asset in your entire business. In this episode, Kimberley Seldon is joined by design duo Marli Jones and Michael Kreuser, who share how clearly defining roles, documenting responsibilities, and building strong systems has allowed their firm to function smoothly and creatively.

Whether you're running a partnership, leading a team, or operating solo, the way you divide tasks determines everything: profitability, stress levels, project quality, client satisfaction, and your ability to scale. Marli and Michael reveal how they delegate procurement and project management, maintain clean boundaries with contracts and agreements, and empower their team with trust and accountability.

This is a must-listen for designers who want fewer bottlenecks, stronger collaboration, and a business that can grow without relying on them for every decision.

In this episode you will learn:
- Why establishing clear roles and responsibilities eliminates confusion
- How to define ownership and decision-making authority from the start
- Why contracts and agreements keep partnerships clean and professional
- How to build systems before you delegate to ensure consistent results
- Why separating creative work from operations increases efficiency and balance
- How to foster a culture that accepts mistakes and learns from them
- How to choose clients based on fit—not just budget or project size
- How process and structure create more space for creativity
- How to empower your team with trust, autonomy, and shared accountability
- Ways to nurture strong relationships with clients, trades, and vendors

EP 454 | Your Operations Manual Is More Valuable Than You Think with Michael Kreuser & Marli Jones

Great clients don’t want endless options—they want a confident expert who can guide them to the right solution. In this episode, Kimberley Seldon sits down with celebrated designer Laura Stein to explore why offering too many choices dilutes your authority, slows down projects, and leaves clients feeling overwhelmed.

Laura shares how narrowing your focus, standing firmly behind your design decisions, and aligning your brand voice with the clients you want to attract can completely transform your client experience. From asking smarter questions to understanding true motivations, this conversation shows you how to lead with clarity, conviction, and professionalism.

If you’ve ever struggled with clients second-guessing you, requesting endless revisions, or treating you like a decorator instead of a strategic partner, this episode will give you the tools to step into your authority—without sacrificing warmth, creativity, or collaboration.

In this episode you will learn:
- Why clients want solutions, not a buffet of options
- How to stand confidently behind your design choices
- How to align your brand voice with your ideal client
- The questions that reveal a client’s true motivations
- How to build systems and hire to complement your weaknesses
- Why guiding—not overwhelming—your clients leads to smoother projects and stronger relationships

EP 455 | Solutions, Not Options: How Interior Designers Lead with Confidence with Laura Stein

Business of Design® is the #1 trusted business training resource for design professionals around the world. Join thousands of design professional already using our field-tested project management strategies and enjoy increased confidence, improved client retention, greater profits and a business that thrives.

It’s time to take control of your business. 
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New tracks tagged #Decorator