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 
https://businessofdesign.com/membership

Join Today

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 
https://businessofdesign.com/membership

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 Business of Design®, Kimberley chats with Erin Gates, interior designer and author of Elements of Timeless Style. Erin is all about creating spaces that not only look great today but evolve beautifully over time. Whether you're designing your own forever home or creating a client home that stands the test of time, this episode is packed with valuable insights.

In this episode we learn:
- the importance of timeless design that evolves with the homeowner
- why a smooth, collaborative process is essential
- the emotional side of building a home and making sure the design reflects the story of the people who live there
- how to embrace flexibility in design—things will change, and that’s okay
- why you should invest in quality over quantity when it comes to your team and materials
- creating a space that feels like a forever home, even if you’re not sure if you’ll stay forever

Become a Member

EP 448 | Elements of Timeless Style with Erin Gates

For many of us, the hardest lessons are the ones that stick, but why not skip the struggle and learn from someone who's been there? On today's episode, designer Diana Wagenbach dishes out five solid takeaways that will change how you run your business. First up, it's not about waiting for the perfect system—just start with what you've got and let it evolve. Diana also reveals why time-tracking is a game-changer for profitability (hint: you’re probably undercharging without even knowing it!). She also dives into the power of saying ‘no’ to the wrong projects and the magic of creating clear, repeatable processes for your team. Finally, Diana drops a simple yet powerful truth… be nice. It’s the secret ingredient to building lasting relationships and growing your business. Don't miss this episode—it's packed with no-nonsense advice that will give you the boost you need right now.

In this episode we learn: 
- don’t wait for the perfect time, start where you are 
- the cost of underestimating Time and Tracking Early On — How failing to track hours and project scope from the start led to undervaluing work — and why consistent time tracking is critical for accurate estimating and protecting profitability.
- avoid saying yes too soon (and too often) 
- hiring without defined roles or expectations leads to costly missteps 
- doing it all isn’t a badge of honor 

EP 447 | Overwhelmed to Overjoyed with Diana Wagenbach

In this episode, Bruce Philp joins us to explore the power of branding and how small business owners can step into a brand space with clarity and confidence. More than just a logo or tagline, your brand is the belief system your clients buy into. By understanding what truly builds trust and credibility, you can stop giving away your power and start showing up as the business clients feel confident hiring.

What you’ll learn in this episode:
- The three components of a healthy brand that every business needs to thrive.
- Why outsourcing your brand experience can strengthen how clients perceive your business.
- How the appearance of a corporation can instill confidence—even for small business owners.
- The three common ways entrepreneurs give away their power without realizing it.

EP450 | You are a Brand Part 1 with Bruce Philp

If you've been curious about how AI will impact your design practice (and who isn’t?), this episode is a must-listen. Kimberley sits down with Nithya Subramaniam, a trained architect who’s transitioned into product and experience design. Nithya shares how design professionals can harness AI to boost creativity, streamline workflows, and maximize profitability. Rather than replacing us, AI is here to enhance our work—helping you create smarter designs, automate repetitive tasks, and elevate the client experience. AI is here to stay, and you’ll want to be ready to embrace it.

In this episode we learn: 
- AI in design supports—not replaces—designers through automation, better workflows, and smarter features.
- AI tools generate spatial solutions that meet specific needs, from light exposure to landscaping.
- Unlike traditional design, AI lets you iterate and adapt in real time.
- With data integration, AI enables future-focused design, from climate adaptation to sustainable materials.
- AI agents optimize resources, track carbon impact, and streamline timelines for efficiency.

EP 452 | AI and Interior Design with Nithya Subramaniam

In the design industry, clarity is power. Whether you’re running a firm with a business partner, leading a solo practice with or without a team, or collaborating with your spouse, like today’s guests, how you divide tasks can make or break your projects and your business. Marli Jones and Michael Kreuser share how they define their roles, delegate responsibilities like procurement and project management, and rely on trusted team members to keep every project running smoothly. There’s real value in having clear job descriptions—for project managers, operations managers, and even for yourself—so that creativity can flourish without chaos.

In this episode:
- Establish clear roles and responsibilities—clarity eliminates confusion.
- Define ownership and decision-making authority from the start.
- Use contracts and agreements to keep partnerships clean and professional.
- Build systems and processes before you delegate.
- Separate creative work from operations for balance and efficiency.
- Foster a culture that accepts mistakes and learns from them.
- Choose clients based on fit, not just project size or budget.
- Let process create space for creativity and innovation.
- Empower your team with trust, autonomy, and shared accountability.
- Nurture strong relationships with clients, trades, and vendors.

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

Solutions. That’s what your client is looking for. But too often, designers with the best of intentions, bring them options, not solutions, In this episode, we talk about how to lead with authority, how to close the gap between the clients you dream of and the clients you have and how to lean into your expertise.  Let’s talk about why narrowing your focus and standing firmly behind your design choices builds trust, saves time, and elevates your client relationships

In this episode we learn: 
•	clients want solutions, not a buffet of options
•	stand confidently behind your design choices
•	align your brand voice with your ideal client
•	ask questions to uncover true motivations
•	build systems and hire to complement your weaknesses
•	focus on guiding, not overwhelming, your clients


EP 455 | Solutions, Not Options 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. 
Become a member of Business of Design®, today:
https://businessofdesign.com/?ref=2&campaign=podcast

New tracks tagged #decorator