Thrive In Design

S10, E4: Why Specify Italian? Beyond Beautiful Design with Antonella Lanari & Lorena Malaman | BDNY 2026

What makes Italian design so distinctive, and why should hospitality designers look beyond aesthetics when choosing Italian manufacturers for their next project? In this episode of Thrive In Design, host Nicole Lashae Hall welcomes Antonella Lanari, founder and managing director of Italian Contract for HD, and Lorena Malaman, partner at Italian Contract for HD, for an insightful conversation about Italian craftsmanship, material expertise, customization, and the value of specifying Italian products in hospitality environments. As they prepare to bring 13 Italian brands to Boutique Design New York (BDNY) 2026, Antonella and Lorena share how Italian manufacturers are helping designers bring ambitious hospitality concepts to life. Through real-world examples involving brands such as Natuzzi, Rubelli, Italamp, and others, they explore how generations of expertise translate into innovative materials, bespoke solutions, and products designed for performance and long-term value. Nicole, Antonella, and Lorena also discuss the importance of collaboration between manufacturers and the North American design community, what designers should consider when evaluating international product partners, and why the specification process should extend beyond appearance and initial cost. From custom furnishings and performance textiles to architectural lighting and natural stone, this conversation reveals the depth of knowledge and problem-solving capabilities behind Italian manufacturing. If you're an interior designer, architect, hospitality developer, or specification professional attending BDNY, this episode is your invitation to discover what's possible when Italian craftsmanship meets your creative vision. Timestamps 00:00 – Welcome to Thrive In Design Nicole introduces the podcast and its mission to help interior product brands strengthen their strategy, storytelling, and specification growth. 00:47 – Why Italian Design Is More Than Beautiful Aesthetics Nicole introduces the conversation around craftsmanship, heritage, material expertise, customization, and the long-term value Italian manufacturers bring to hospitality. 01:12 – Meet Antonella Lanari & Lorena Malaman Meet the leaders behind Italian Contract for HD and learn about their mission to connect Italian manufacturers with the North American hospitality design community. 03:05 – Building International Relationships Through Design Antonella and Lorena share their professional backgrounds and how their complementary expertise helps Italian brands connect with designers and purchasing professionals. 04:45 – Why Focus on the Hospitality Market? A discussion about the unique opportunities and challenges of bringing Italian manufacturers into international hospitality and contract markets. 06:04 – Bridging the Gap Between Manufacturers and Designers Why understanding each other's needs, communicating expertise, and building long-term partnerships are essential to successful hospitality projects. 07:48 – Why Specify Italian? Looking Beyond Aesthetics Antonella and Lorena explain how material knowledge, proportion, manufacturing decisions, and technical expertise influence the finished guest experience. 10:00 – Italian Design in Action: Orbital Design Collective Explore how Italian furniture and lighting brands contribute to coordinated hospitality interiors, including a project reference at the Grand Bohemian Lodge in Greenville, South Carolina. 13:31 – The Value of Heritage and Craftsmanship Why a manufacturer's history matters when it translates into technical knowledge, performance, and solutions for contemporary hospitality projects. 16:37 – Hospitality Design Examples from Cannes and Rome Discover how Vibieffe upholstery at Hôtel Barrière Le Majestic and custom Rubelli textiles at Bvlgari Hotel Roma connect material, comfort, craftsmanship, and a sense of place. 19:57 – How Designers Should Evaluate Material Expertise Why performance, maintenance, application, and construction should be considered alongside aesthetics when choosing products for hospitality projects. 22:25 – The Importance of a Detailed Design Brief Nicole highlights why communicating project conditions, intended use, and performance requirements helps manufacturers transform creative ideas into successful installations. 24:32 – Material Innovation: Leather, Textiles & Stone Explore Italian manufacturing expertise through Contract saddle leather seating, Mariaflora performance textiles, and Elite Stone Group's backlit onyx applications. 30:03 – Understanding Customization in Italian Manufacturing A closer look at how Italian manufacturers support everything from customized finishes to entirely bespoke product development. 32:48 – Natuzzi and the Art of Bespoke Hospitality Design Learn how The Living Room Miami by Cipriani demonstrates collaboration extending from feasibility and design development through prototyping, supply, and installation. 36:56 – Custom Lighting and Outdoor Hospitality Solutions Examples from Italamp and Unopiù illustrate how manufacturers adapt products to architecture, design intent, and project-specific requirements. 39:58 – The Difference Between a Supplier and a True Design Partner Nicole and her guests examine how manufacturers can become collaborators throughout the design and implementation process. 41:31 – Performance, Durability & Long-Term Value Why hospitality designers should evaluate the lifetime of a product, including maintenance, serviceability, durability, and ongoing operational needs. 44:12 – Designing for the Future: Wood Flooring & Lighting Discover how refinishable wood flooring and thoughtfully engineered lighting installations can support long-term value and easier maintenance. 48:08 – Versatility and Reimagining Product Applications Examples from S•CAB and Roberti Outdoor show how furniture can support different guest experiences, operational requirements, and indoor or outdoor settings. 51:24 – Meet 13 Italian Brands at BDNY 2026 Antonella and Lorena encourage designers to experience materials firsthand, ask detailed questions, and discover new opportunities for collaboration. 53:53 – A Special BDNY Event: Sunday, November 8 Nicole invites listeners to join the team on the BDNY show floor at 1:00 PM for a special event celebrating Italian design and manufacturing. 54:36 – What Every Designer Should Know About Specifying Italian A final reflection on why choosing an Italian manufacturer means choosing the expertise and knowledge behind the product, not simply its appearance. 56:19 – Closing Thoughts & Spec Ready Nicole closes the episode and shares how interior product brands can strengthen their positioning, marketing, and specification strategy. Key Quotes "The gap is about understanding each other's needs." — Antonella Lanari "History becomes useful when it gives manufacturers the expertise and a deeper understanding of a decision you need to make today." — Lorena Malaman "The life of the space continues long after the purchasing decision." — Lorena Malaman "Italian origin alone does not settle the value question." — Lorena Malaman "We want the meeting to help the professional to leave with a clearer view and with an idea that they really could be specifying Italian." — Antonella Lanari Key Takeaways Italian design goes beyond aesthetics. The true value of Italian manufacturing comes from the expertise behind the finished product, including material knowledge, construction, engineering, and the ability to translate a design concept into a functional hospitality environment. Craftsmanship and heritage support modern innovation. Generations of experience can help manufacturers create new solutions that maintain the intended aesthetic while meeting the technical and operational demands of hospitality spaces. Customization is more than changing colors and finishes. Italian manufacturers can collaborate with designers to develop truly bespoke products, from new textile constructions and architectural lighting compositions to custom furniture solutions. Specification decisions should consider long-term value. Purchase price is only one part of the equation. Durability, maintenance, serviceability, and the ability to repair or refinish products influence a hospitality project's long-term performance. Strong manufacturer relationships begin with clear communication. A detailed project brief and early collaboration help designers and manufacturers identify opportunities, navigate technical requirements, and bring creative visions to life. BDNY creates opportunities to experience Italian design firsthand. Sitting in the furniture, touching textiles, examining materials, and speaking directly with manufacturers can reveal capabilities that photographs and catalogs alone cannot communicate. Connect with Our Guests & Explore the Brands In this episode of the Thrive In Design Podcast, we sit down with Antonella Lanari and Lorena Malaman of Italian Contract 4HD (IC4HD) to explore the world of Italian design, craftsmanship, and the brands bringing exceptional products to the hospitality and commercial interiors industry. To learn more about our guests and discover the Italian brands featured in this episode, explore the links below. Meet Our Guests Visit Italian Contract 4HD: https://www.ic4hd.com/ — Discover how IC4HD connects Italian design brands with opportunities in the international hospitality market. Meet Antonella and Lorena: https://www.ic4hd.com/about/ Follow Italian Contract 4HD on LinkedIn: Italian Contract 4HD Explore the Featured Italian Design Brands Elite Stone Group: Luxury natural stone and architectural surfaces for sophisticated interior environments. Visit Website Italamp: Decorative Italian lighting that combines craftsmanship, artistry, and statement-making design. Visit Website Listone Giant: Italian wood flooring and surface solutions that bring warmth, character, and natural beauty to interiors. Visit Website Lodes: Contemporary architectural and decorative lighting that blends innovative technology with Italian design. Visit Website Mariaflora: High-performance indoor and outdoor textiles designed to combine durability, elegance, and functionality. Visit Website Natuzzi Italia: Italian furniture and interior collections known for comfort, craftsmanship, and contemporary design. Visit Website Orbital Design Collective: A design-focused collective exploring creative collaborations and distinctive product solutions. Visit Website Pellizzoni: Italian furniture and design solutions that emphasize craftsmanship, refined materials, and contemporary aesthetics. Visit Website Roberti Outdoor: Outdoor furniture collections designed for stylish hospitality, commercial, and residential environments. Visit Website Rubelli: Luxury Italian textiles and upholstery fabrics that celebrate heritage, craftsmanship, and innovative design. Visit Website S•CAB: Contemporary Italian seating and furniture solutions for hospitality, commercial, and residential spaces. Visit Website Unopiù: Premium outdoor furniture and accessories that bring Italian elegance to exterior living and hospitality spaces. Visit Website Vibieffe: Italian upholstered furniture and sofas that combine timeless design, comfort, and craftsmanship. Visit Website Whether you're an interior designer looking for new products to specify or an interior product manufacturer interested in expanding your international presence, these brands offer an opportunity to discover the creativity, craftsmanship, and innovation behind Italian design. 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ LinkedIn: https://www.linkedin.com/company/thriveindesign/ Instagram: https://www.instagram.com/thriveindesign/ Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ Join the Thrive In Design: AI in Design Summit on May 19, 2027: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

S10, E3: 5 Growth Challenges Interior Product Brands Need to Fix Before 2027 with Nicole Lashae Hall

What if the product is not the problem? After working with and alongside more than 35 brands in 2026, Nicole Lashae Hall began noticing a set of recurring patterns across interior product companies. Different brands may have different products, teams, markets, and goals, but many are getting stuck in surprisingly similar places. In this episode of the Thrive In Design Podcast, Nicole breaks down five growth gaps that are showing up across the industry: the gap between product sophistication and the commercial experience, the gap between information and interpretation, the strategic burden placed on manufacturer reps, the gap between visibility and specification, and the growing challenge of turning insight into coordinated execution. Nicole explains why great products alone are not enough. A brand may have exceptional engineering, craftsmanship, sustainability, customization, and performance, but if the website is difficult to navigate, the story is unclear, sales tools are outdated, rep messaging is inconsistent, or follow-up is weak, the commercial experience may not match the sophistication of the product. She also explores the role of storytelling in helping designers understand not just what a product does, but why it matters. Using a simple feature, meaning, and application framework, Nicole shows how manufacturers can translate technical product information into positioning that is easier for designers to understand, remember, and apply to real projects. The episode also takes a closer look at manufacturer reps and what Nicole calls “invisible strategic labor.” Reps are often given strong product training and ambitious sales goals, but are still left to independently determine which accounts to prioritize, how to tell the brand story, how to differentiate products, how to follow up, and how to build their own sales strategy. Nicole then challenges brands to rethink marketing visibility. Trade shows, social media, press, sample requests, email campaigns, and rep activity can create awareness—but awareness alone does not guarantee specification. The real opportunity is to intentionally move designers from visibility to relevance, preference, and ultimately specification. Finally, Nicole examines what competitive advantage looks like in the age of AI. As information becomes easier to access, the advantage is shifting away from simply knowing more and toward the ability to turn insight into coordinated action. The question for interior product leaders heading into 2027 is not simply, What else should we add? It is: Where are the gaps between the value of our product and our ability to successfully carry that value into the market? Timestamps 00:00 — Welcome to Thrive In Design Nicole introduces the podcast’s focus on helping interior product brands align strategy, storytelling, and systems to drive specification growth. 00:47 — What Working Alongside 35+ Brands Revealed Nicole reflects on the patterns and challenges she has observed across consulting, AI solutions, and the AI and Design Summit in 2026. 02:26 — Why Marketing, Sales, AI, and Growth Cannot Be Treated Separately A continuation of the Season 10 conversation about understanding the full experience before adding more tactics or tools. 03:51 — Five Patterns Interior Product Brands Need to Pay Attention To Nicole introduces the five recurring gaps she has seen across the industry. 04:19 — Pattern #1: The Product Is More Sophisticated Than the Commercial Experience Why product development, engineering, craftsmanship, and performance can outpace the experience surrounding the product. 05:43 — Where the Commercial Experience Falls Behind Unclear brand stories, outdated sales tools, difficult websites, weak specification information, inconsistent rep messaging, and poor follow-up. 07:44 — Researching the Digital and Rep Experience Nicole references ThinkLab research on how designers discover, research, and evaluate products using both manufacturer reps and digital resources. 08:11 — The Sample Experience as a Commercial Touchpoint Why a great sample kit can still fall short if follow-up, automation, and rep communication are disconnected. 09:07 — Is Your Designer Experience as Sophisticated as Your Product? Four questions brands can use to evaluate whether designers can understand, remember, explain, and confidently bring the brand into a project. 10:37 — Pattern #2: Brands Underestimate How Much Interpretation the Market Needs Why storytelling plays a much bigger role in sales than simply presenting features and product information. 11:41 — Information Is Not the Same as Interpretation Nicole explains why a spec sheet provides information, while a story helps someone understand why that information matters. 13:22 — Designers Should Not Have to Figure Out Why Your Product Matters The responsibility of the brand is to make its value, positioning, and relevance easy to understand. 14:52 — The Feature, Meaning, and Application Framework A simple framework for turning product attributes into clear sales and marketing stories. 16:34 — Pattern #3: Reps Are Carrying More of the Growth Strategy Than Brands Realize Nicole introduces the concept of invisible strategic labor placed on manufacturer reps. 17:29 — What Reps Are Being Asked to Figure Out on Their Own Account prioritization, storytelling, differentiation, follow-up, content, CRM management, and trade show strategy. 19:00 — A Rep Network Is Not the Same as a Rep Strategy Why asking every rep to independently invent their own strategy creates inconsistency across the organization. 20:19 — The Know, Create, Decide Rep Enablement Framework A practical audit for identifying what reps should know, what they are creating themselves, and what strategic decisions they are being asked to make independently. 21:40 — Pattern #4: Visibility and Marketing Movement Are Not the Same Thing Why being visible across social, press, trade shows, samples, and events does not necessarily move a brand closer to specification. 23:01 — Visibility → Relevance → Preference → Specification Nicole outlines the stages brands need to move through to turn awareness into real specification opportunities. 24:41 — Audit Your Marketing Investments Are your marketing activities designed simply to create visibility, or to intentionally move buyers toward preference and specification? 25:07 — Pattern #5: Competitive Advantage Is Shifting from Access to Execution Why access to research, AI, analytics, CRM systems, consultants, and information is no longer enough to differentiate a brand. 25:56 — Turning Insight Into Coordinated Action The real competitive advantage is the ability to execute consistently on what the organization already knows. 26:25 — What This Means for AI Implementation Why brands should not feel pressured to implement AI as quickly as the technology itself is evolving. 27:36 — AI Has an Implementation Problem, Not an Information Problem Why overwhelm, fragmented adoption, and siloed experimentation are becoming leadership challenges. 28:30 — The Five Gaps Behind These Patterns Nicole summarizes the maturity gap, interpretation gap, rep enablement gap, visibility-to-specification gap, and execution gap. 29:31 — Position to Specify and the Full Commercial Experience How Thrive In Design evaluates the entire path toward specification rather than one isolated marketing tactic. 29:57 — A Five-Part Scorecard for Interior Product Brands Questions around experience, interpretation, enablement, movement, and execution. 30:41 — Looking Ahead to 2027 Nicole shifts from looking inside companies to listening to the market and understanding where the industry is heading. 31:32 — Insight Into Action Is Where Growth Begins A closing reminder that predictions alone are not enough—the opportunity is to turn insight into meaningful action. Key Quotes “Sometimes the product has evolved faster than the way that we’re selling it.” “Information is not the same as interpretation.” “Designers shouldn’t have to do the strategic work of figuring out why our product matters.” “Sometimes when we say, ‘We have a rep strategy,’ what we really have is a rep network that we’re asking to create the strategy individually.” “Visibility gets you seen, relevance gets you remembered, and preference gets you considered.” “The competitive advantage isn’t knowing more. It’s being able to turn what you know into coordinated action.” “Your implementation of AI does not need to be as fast as how AI is evolving.” “Insight is useful, but insight into action is where growth begins.” 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: • Website: https://www.thriveindesign.co/ • LinkedIn: https://www.linkedin.com/company/thriveindesign/ • Instagram: https://www.instagram.com/thriveindesign/ • Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design • Take the SpecReady™ Assessment: https://specready.co/ • Join the Thrive In Design: AI in Design Summit on May 19, 2027: https://tidsummit.com/ 👋 Connect with Nicole • Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

S10, E2: Betting on Yourself: Building a Textile Brand with Purpose with Kim DiMarco

What does it really take to bet on yourself, build a new product brand from the ground up, and stay rooted in your values while doing it? In this episode of Thrive In Design, host Nicole Lashae Hall sits down with Kim DiMarco, founder of Somato Textiles, to explore the story behind a hospitality-focused textile company built around creativity, community, transparency, and a different approach to doing business. Kim shares how more than 25 years in the textile industry shaped her perspective—from beginning her career in Toronto and helping expand a major contract textile brand into Canada and international markets, to eventually deciding it was time to build something of her own. She explains why Somato was created specifically for the hospitality market, how the brand approaches color and pattern differently, and why creating a focused collection can be more valuable than overwhelming designers with endless choice. The conversation also goes far beyond product. Kim and Nicole discuss the realities of funding and scaling a startup, building meaningful relationships with the design community, investing in employees, creating a people-first company culture, and developing more sustainable approaches to the textile lifecycle. Kim also shares why persistence, gratitude, integrity, and simply showing up can shape not only a career, but the kind of company—and life—you ultimately build. Timestamps 00:00 – Welcome to Thrive In Design Nicole introduces the podcast and its mission to help interior product brands align strategy, storytelling, and systems for specification growth. 00:47 – Meet Kim DiMarco, Founder of Somato Textiles An introduction to Kim’s 25+ years in textiles, her entrepreneurial journey, and the values behind Somato. 02:56 – How Kim Found Her Way Into Contract Textiles Kim shares how a presentation during design school sparked her interest in the textile industry—and why she worked for free for four months to get her first opportunity. 04:27 – Persistence, International Sales & Building the Canadian Market Kim reflects on convincing a major textile brand to invest in Canada and later developing partnerships across Japan, China, Dubai, and Australia. 05:59 – Why Somato Focuses on Hospitality Kim explains why hospitality became the natural focus for her own company and why she wanted Somato to specialize rather than try to serve every market. 07:07 – The Meaning Behind the Somato Name Kim shares the inspiration behind the company name and its connection to the somatosensory system and the experience of touch. 07:28 – Creating a More Focused Textile Collection A discussion about designer choice fatigue, foundation fabrics, intentional color, and creating distinctive anchor patterns. 09:28 – Where Kim Finds Creative Inspiration Fashion, travel, nature, color, and Kim’s own creative instincts all influence Somato’s product development. 11:07 – Designing Beyond Trends Kim explains why she prefers timeless collections over chasing trends and how customer feedback shapes new product decisions. 12:50 – Building a New Brand and Getting Specified Kim talks about Somato’s 2024 soft launch, its official 2025 launch, early sales momentum, and the challenges of growing with a very small team. 15:53 – Spec Ready & the Changing Specification Landscape Nicole shares resources designed to help interior product brands strengthen their positioning, messaging, and sales readiness. 16:34 – Making the Brand Experience Memorable Kim explains how Somato translates its hospitality positioning into brand touchpoints, including a price list designed like a restaurant menu and curated A&D boxes. 18:46 – Making Specification Easier Through Transparency Why straightforward pricing, easy access to information, and reducing friction matter to Somato’s customer experience. 19:07 – People, Planet & Product Kim introduces the philosophy at the heart of the company and explains how those values influence business decisions. 19:54 – Investing in Employees and Creating Opportunity Kim discusses profit sharing, developing people beyond their previous experience, and adapting systems so employees can work successfully. 21:33 – Sustainability and Textile Take-Back Kim shares Somato’s work toward taking back fabric at the end of its useful life and converting it into material that could eventually be used in carpet backing. 24:13 – Why the Design Industry Needs More Human Connection Kim reflects on the loss of in-person interaction and why creative professionals benefit from reconnecting personally, professionally, and creatively. 26:05 – Gratitude, Autonomy & Building a Meaningful Workplace A conversation about helping employees see work as an opportunity for growth, learning, independence, and long-term success. 28:49 – Integrity, Mentorship & Helping People Thrive Kim shares lessons from a 17-year experience with a former textile company and how those lessons influence the culture she wants to create at Somato. 30:18 – The Reality of Fundraising a Startup Kim discusses the difficulty of accessing capital and what she learned while exploring outside investment. 31:03 – The Creative Pitch That Got a Response Kim tells the story of sending customized Somato packages to Danny Meyer’s investment team—and how creative persistence opened a conversation. 33:01 – Why Access to Capital Remains a Major Challenge Kim and Nicole discuss the barriers small businesses face when trying to secure financing during their earliest stages. 34:20 – An Opportunity for the Design Industry to Invest in Itself Kim shares her hope that successful businesses within the interiors industry will find more ways to support and invest in one another. 35:07 – Kim’s Advice: Invest in Yourself Kim encourages professionals at any stage of their careers to embrace change, take chances, show up fully, and recognize how every experience can lead somewhere new. 36:53 – What’s Next for Somato Textiles Kim previews an upcoming outdoor collection, new fibers and patterns, and additional launches planned as the brand continues to grow. 37:48 – Closing Thoughts & Spec Ready Nicole closes the conversation and shares the next steps for brands looking to strengthen their specification strategy. Key Quotes “Anything is really possible if you invest in yourself.” — Kim DiMarco “You’re showing up for yourself, not necessarily for the business. Everything you learn from that opportunity is going to take you somewhere else.” — Kim DiMarco “Let’s just be joyful with the opportunities that come our way, and know that every experience is going to lead you somewhere else.” — Kim DiMarco “I just really believe we have to go back to connection.” — Kim DiMarco “I want to create a company that gives people great opportunities.” — Kim DiMarco Key Takeaways Kim’s story is a reminder that building a successful interior product brand requires more than a strong product. It takes clarity about the market you want to serve, a differentiated point of view, persistence in building relationships, and systems that make it easier for designers to engage with and specify your collection. Her approach to Somato also reinforces the importance of aligning the internal business with the external brand. From employee development and transparent pricing to sustainability initiatives and creative customer touchpoints, the company’s values are designed to show up throughout the experience. For entrepreneurs and emerging leaders, Kim’s message is equally clear: invest in yourself, stay open to learning, and don’t underestimate where persistence can lead. 🔗 Connect with Kim DiMarco & Somato Textiles Learn more about Somato Textiles and connect with Kim and her team through the links below. Website: somatotextiles.com Instagram: @somato.textiles LinkedIn: Somato Textiles 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ LinkedIn: https://www.linkedin.com/company/thriveindesign/ Instagram: https://www.instagram.com/thriveindesign/ Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ Join the Thrive In Design: AI in Design Summit: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

S10, E1: Why Marketing, Sales, and AI Won’t Fix a Broken Specification Journey | Interior Product Brands

What happens when an interior product brand treats marketing, sales, AI, and growth as separate problems? In this Season 10 opening episode of the Thrive In Design Podcast, host Nicole Lashae Hall explores why many manufacturers struggle not because they need more activity, but because their customer and specification journeys are fragmented. From disconnected marketing and sales messaging to sales reps creating their own workflows and AI processes, Nicole explains why improving one department in isolation often fails to solve the larger business challenge. Marketing can amplify what already exists—but if the brand story, sales process, digital experience, specification journey, or follow-up systems are unclear, more marketing may simply amplify the friction. Nicole also draws on her experience as a manufacturer’s representative and on research discussed in the episode from Gartner, Microsoft, IBM, and McKinsey to examine the growing importance of coordinated commercial processes, AI governance, and end-to-end workflow design. The core question for interior product manufacturers heading into 2027 is not simply, Should we invest more in marketing? Should we hire more reps? Should we implement AI? Instead, Nicole encourages leadership teams to ask: Where is the friction in the journey that is costing us growth? She also explains how journey mapping and Thrive In Design’s approach to the specification experience can help manufacturers examine every touchpoint—from brand discovery and website visits to rep interactions, samples, technical information, procurement, trade shows, follow-up, and final installation. Before adding more people, technology, marketing, or complexity, the opportunity may be to first understand the process you already have—and identify what needs to be fixed. Timestamps 00:00 — Welcome to Season 10 Nicole introduces the new season and the Thrive In Design Podcast’s focus on strategy, storytelling, systems, and specification growth. 00:46 — Three Different Conversations, One Underlying Problem Why questions about marketing, sales reps, and growth may all point to the same issue: improving individual parts of a business without understanding the entire experience. 02:00 — Celebrating the Podcast and the AI in Design Summit Nicole reflects on the podcast’s growth, the inaugural 2026 AI in Design Summit, and what is ahead for Thrive In Design. Editor’s note: Early in the episode, Nicole references “10,000 episodes”; she meant to celebrate the Thrive In Design Podcast reaching 10,000 downloads. 03:29 — Nicole’s Experience as a Manufacturer’s Rep How Nicole’s background in interior design, design management, sales, and go-to-market strategy shaped her perspective on product brands. 04:07 — Why “Just Focus on Marketing” Is the Wrong Starting Point Marketing does not operate in isolation. Nicole explains how brand story, sales processes, digital experiences, rep messaging, websites, and trade shows all influence results. 06:28 — The Business Cost of Silos Research discussed from Gartner illustrates why inconsistent digital and sales messaging can weaken buyer confidence. 08:08 — AI in Design Summit + Spec Ready A look at Thrive In Design’s resources for helping product brands approach AI and specification strategy intentionally. 08:57 — The Rep Experience and the Strategy Gap Nicole shares what she learned during her decade working for manufacturers and why strong product training alone does not teach reps how to reach ambitious sales goals. 10:27 — How Reps Build Their Own Systems From account prioritization and follow-up to staying visible with designers, many reps are left to create their own processes. 11:28 — AI, Shadow Workflows, and Governance Nicole discusses how employees are experimenting with AI independently and why companies need visibility into how AI is being used across their organizations. 14:01 — Why AI Policy Alone Is Not Enough Before optimizing a workflow with AI, brands first need to define the workflow itself. 15:09 — Journey Mapping the Specification Experience Nicole explains her design-thinking approach to mapping the journey from brand discovery through product installation. 16:20 — What Happens When Departments Operate in Silos A real-world example of leadership teams pointing fingers instead of mapping the full process and identifying shared friction. 17:37 — Why Process Comes Before AI Implementation Research discussed from McKinsey supports an end-to-end workflow approach rather than isolated AI use cases. 18:43 — Using Spec Ready to Identify Risks and Opportunities How interior product brands can begin assessing their processes, strengths, and potential areas of friction. 19:40 — Should You Hire More Salespeople or Improve the Brand? Nicole examines two common growth strategies and explains why neither is automatically the right answer. 21:18 — Diagnose the Constraint Before Investing Growth decisions should follow a clear understanding of where the actual bottleneck exists. 22:52 — The Most Important Growth Question for 2027 Instead of asking whether to invest in marketing, reps, or AI, ask where friction in the journey is costing the company growth. 23:20 — Does the Customer Experience Feel Like One Brand? Nicole walks through the specification journey—from website discovery and product information to samples, procurement, trade shows, and follow-up. 24:29 — Looking at the Full Specification Experience Digital touchpoints, brand story, sales reps, specification materials, trade shows, internal processes, and technology must work together. 25:11 — What Should You Fix Before You Add More? Nicole closes the episode with the central theme for the mini season: rather than simply doing more in 2027, determine what needs to be fixed first. Key Quotes “Marketing really amplifies what is already going on at your company.” “Working in a marketing silo is never the answer.” “How can you improve a process with AI that you haven’t defined the process for yet?” “Process should come first in the conversation.” “Diagnose the constraint before choosing the investment.” “Where is the friction in the journey that’s costing us growth?” “What should we fix before we add more?” 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ LinkedIn: https://www.linkedin.com/company/thriveindesign/ Instagram: https://www.instagram.com/thriveindesign/ Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

S9, E12: When Details Matter: The Bespoke Business of Luxury Window Treatments with Vita Vygovska

What if great design isn’t just about aesthetics—but about how people feel inside a space? In this episode of Thrive In Design, Nicole Lashae Hall sits down with Vita Vygovska to explore the deeper role design plays in wellness, emotional experience, and human connection. Known for her thoughtful and intentional approach to interiors, Vita shares how meaningful spaces are created when designers move beyond trends and focus on the lived experience of the people using them. Together, Nicole and Vita discuss the evolving expectations clients have around wellness-centered environments and why emotional intelligence is becoming one of the most valuable skills in the design industry. From hospitality-inspired residential design to sensory awareness and intentional storytelling, this conversation highlights the growing shift toward spaces that support both function and feeling. Vita also opens up about her entrepreneurial journey, sharing lessons on creative leadership, business growth, and maintaining authenticity while scaling a design practice. If you’re a designer looking to create more impactful work—or a creative entrepreneur navigating growth—this episode offers both inspiration and practical insight into designing with purpose. ⏱️ Timestamps (Key Moments) 00:00 – Introduction to Vita Vygovska + her design philosophy 02:00 – How Vita approaches emotionally driven design 05:00 – The connection between wellness and interior spaces 08:00 – Why sensory experience matters in modern design 11:00 – Designing beyond trends: creating spaces with meaning 14:00 – Hospitality influence on residential design experiences 17:00 – Entrepreneurship, leadership, and scaling a design business 20:00 – The role of authenticity in creative growth 23:00 – How designers can create stronger client connection 26:00 – Final thoughts on designing spaces that truly support people 💬 Key Quotes “Design is about how people feel—not just what they see.” “Wellness should be integrated into every layer of the design experience.” “Trends fade, but emotional connection lasts.” “The most memorable spaces are the ones that make people feel understood.” “Authenticity is one of the greatest assets a designer can have.” 🔗 Connect with Vita To learn more about Vita Vygovska and her work shaping the future of design, connect with her: Instagram: http://instagram.com/vitalia_inc Company Site: http://vitaliainc.com YouTube: https://www.youtube.com/channel/UCz-iHWBFBBQ6k9m4ZvFKbSQ Facebook: http://facebook.com/vitaliaincwindowtreatments LinkedIn: http://linkedin.com/in/vitaliainc Pinterest: http://pinterest.com/vitalia_inc 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ LinkedIn: https://www.linkedin.com/company/thriveindesign/ Instagram: https://www.instagram.com/thriveindesign/ Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

S9, E11: The AI-Powered Product Developement and Marketing: What’s Working Right Now with Stacy Garcia

What does it take to turn creative talent into a globally recognized design brand? In this episode of Thrive In Design, Nicole Lashae Hall sits down with Stacy Garcia—founder, designer, and entrepreneur—to explore how she built a multi-faceted brand spanning product design, licensing, and strategic partnerships across the A&D industry. Stacy shares her journey from launching her own design studio to developing a licensing powerhouse, offering a behind-the-scenes look at how designers can expand beyond traditional service models. This conversation dives into the business mechanics of scaling creative work—covering everything from brand positioning and product development to navigating long-term partnerships with major manufacturers. Nicole and Stacy also discuss the importance of evolution in a creative career. As the industry shifts, Stacy emphasizes why adaptability, curiosity, and a clear point of view are essential for staying relevant—and how designers can create opportunities rather than wait for them. If you’re an interior designer, product designer, or creative entrepreneur looking to diversify your revenue streams, build a lasting brand, and think beyond client work, this episode provides both inspiration and practical insight. ⏱️ Timestamps (Key Moments) 00:00 – Introduction to Stacy Garcia + her impact in the design industry 02:00 – Stacy’s early career and transition into entrepreneurship 05:00 – How she built her brand beyond traditional design services 08:00 – Understanding licensing as a growth strategy for designers 12:00 – The role of partnerships in scaling a creative business 15:00 – How to position your work for long-term opportunities 18:00 – Adapting to industry shifts and staying relevant 21:00 – The mindset behind building a global design brand 24:00 – Advice for designers looking to expand their business model 27:00 – Final thoughts: creating longevity in your creative career 💬 Key Quotes “Your creativity doesn’t have to be limited to one business model.” “Licensing allows your ideas to scale beyond your time.” “You don’t wait for opportunities—you create them.” “A strong point of view is what makes your work valuable.” “Longevity comes from evolution, not repetition.” 🔗 Connect with Stacy To learn more about Stacy Garcia and her work shaping the future of design and the built environment, connect with her and Stacy Garcia Studio: Connect with Stacy on LinkedIn: https://www.linkedin.com/in/stacygarcia/ Follow Stacy Garcia Studio on LinkedIn: https://www.linkedin.com/company/stacy-garcia-studio/ Follow Stacy Garcia Studio on Facebook: https://www.facebook.com/stacygarciastudio Follow Stacy Garcia Studio on Instagram: https://www.instagram.com/stacygarciastudio/ Follow Stacy Garcia Studio on Pinterest: https://www.pinterest.com/stacygarciainc/ Visit the Stacy Garcia Studio website:https://stacygarciainc.com/ You can also reach Stacy directly at stacy@stacygarcia.com. 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ LinkedIn: https://www.linkedin.com/company/thriveindesign/ Instagram: https://www.instagram.com/thriveindesign/ Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

S9, E10: Inside the AI in Design Summit: Why This Event Matters Now with Nicole Lashae Hall

AI is everywhere—but for many in the design industry, it still feels unclear, overwhelming, or disconnected from day-to-day work. In this solo episode of Thrive In Design, Nicole Lashae Hall pulls back the curtain on the vision behind the upcoming AI & Design Summit and why this moment represents a critical turning point for interior product brands, marketers, and sales teams. Rather than offering surface-level insights or scattered tools, Nicole introduces a structured way to think about AI through the lens of the ACE framework: Awareness, Consulting, and Execution. This methodology maps directly to the customer journey—revealing how AI is already influencing how designers discover, evaluate, and specify products. Nicole also addresses the biggest challenges she’s hearing across the industry: fear of replacement, lack of clarity on implementation, and missed opportunities due to fragmented education. From undocumented conference conversations to disconnected podcast insights, she makes a compelling case for why the industry needs a centralized, actionable approach to AI adoption. If you’re an interior product manufacturer or design professional looking to stay relevant, refine your strategy, and confidently integrate AI into your business, this episode sets the stage for what’s next—and how to take action. ⏱️ Timestamps 00:00 – Welcome to Thrive In Design + podcast mission 01:00 – Nicole’s reflection on podcast growth and audience 02:00 – Introduction to the AI & Design Summit 03:00 – What Thrive In Design does (consulting + execution) 04:30 – The rise of AI in the design industry 05:30 – Common fears and misconceptions about AI 06:30 – The gap in how AI is currently being taught 07:30 – Why the customer journey is key to understanding AI 08:00 – Introducing the ACE Framework (Awareness, Consulting, Execution) 09:30 – How AI impacts each stage of the customer journey 11:00 – Why designers are changing how they evaluate products 12:00 – The need for a centralized AI conversation in the industry 12:30 – Overview of the AI & Design Summit (May 20, 2026) 13:00 – Keynote preview: AI and brand relevance 13:45 – Panel: AI in product development 14:30 – Session: AI, brand voice, and storytelling 15:45 – Fireside chat: implementing AI within teams 16:45 – How to attend (live or replay options) 17:30 – Bonus: new AI-powered service announcement 18:30 – Final thoughts + invitation to take action 💬 Key Quotes “AI is already impacting every touchpoint of the customer journey.” “If you’re not in the room, you’re missing the conversation.” “The sale of your product is tied to the designer’s experience.” “AI isn’t just about efficiency—it’s about relevance.” “We don’t need more information—we need structured implementation.” 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ LinkedIn: https://www.linkedin.com/company/thriveindesign Instagram: https://www.instagram.com/thriveindesign/ Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

S9, E9: From Data to Deals: Using AI to Identify and Win New Accounts with Kate Rancourt

Artificial intelligence isn’t just changing how we work—it’s changing the work itself. In this episode of Thrive In Design, Nicole Lashae Hall sits down with Kate Rancourt, Director of Customer Insights & Growth at One Workplace, to explore how AI is reshaping the design industry—from sales conversations to strategic decision-making. Kate shares her journey from interior designer to insight-driven leader, revealing how her role focuses on identifying emerging market shifts and translating them into revenue-generating strategies. At the core of this conversation is a powerful idea: insight alone doesn’t drive growth—activation does. Together, Nicole and Kate unpack how AI is evolving from a simple tool into a true collaborator. They discuss the importance of using AI to enhance—not replace—human connection, and why the most successful professionals will be those who double down on what makes them uniquely human. You’ll also learn practical, real-world ways to use AI in your day-to-day work—from crafting LinkedIn content and preparing for high-stakes conversations to refining sales strategies and winning new accounts. If you’ve felt overwhelmed or unsure about where to start with AI, this episode offers a clear, grounded approach to integrating it into your workflow with confidence. ⏱️ Timestamps 00:00 – Introduction to Thrive In Design + episode overview 01:00 – Meet Kate Rancourt and her role at One Workplace 03:00 – From interior design to customer insights and growth 04:30 – What it means to connect insight to revenue 06:00 – Why insight without action doesn’t move the business 07:30 – The intersection of sales, marketing, and design 09:00 – When AI became real (not just a buzzword) 11:00 – Early experimentation with AI tools (Midjourney + beyond) 13:00 – The speed of AI and why it changes everything 14:00 – AI integration into everyday workflows 15:00 – Reframing the fear: what AI can’t replace 16:00 – Identifying the “uniquely human” parts of your role 17:00 – Internal resistance, ethics, and AI skepticism 19:00 – What a “prompt” actually is (and why it matters) 21:00 – Treating AI like a colleague, not a command tool 24:00 – Practical example: AI for LinkedIn content strategy 29:00 – Using AI to prepare for difficult conversations 33:00 – Leveraging AI for sales strategy and stakeholder alignment 36:00 – The importance of critical thinking alongside AI 37:00 – Why AI is more than just a tool 39:00 – Using multiple AI platforms strategically 41:00 – Where to connect with Kate + closing thoughts 💬 Key Quotes “Insight without activation doesn’t move the business.” “AI is not just a tool—it’s becoming a collaborator.” “The question isn’t ‘Will AI replace me?’ It’s ‘What part of my job is uniquely human?’” “Treat AI like a colleague, not a command line.” “Stay critical—and still experiment.” 👋🏻 Connect with Kate Rancourt To learn more about Kate Rancourt and her work shaping the future of design and the built environment, connect with her and One Workplace: Connect with Kate on LinkedIn: linkedin.com/in/katerancourt Follow One Workplace on LinkedIn: https://www.linkedin.com/company/one-workplace/ Follow One Workplace on Instagram: https://www.instagram.com/oneworkplace/ Follow One Workplace on YouTube: https://www.youtube.com/@OneWorkplace Visit the One Workplace website: https://www.oneworkplace.com/ Listen to the ONEder Podcast: https://podcasts.apple.com/us/podcast/oneder-podcast/id1510047350 You can also reach Kate directly at krancourt@oneworkplace.com. 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ LinkedIn: https://www.linkedin.com/company/thriveindesign/ Instagram: https://www.instagram.com/thriveindesign/ Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

S9, E8: 2026 Is a Positioning Year: Fewer Designers. Higher Influence. Bigger Stakes - with Nicole Lashae Hall

In this episode of Thrive In Design, host Nicole Lashae Hall breaks down the latest ThinkLab 2026 benchmark report through the lens of a strategist—translating research into real, actionable insights for interior product brands. Nicole explores the key industry tensions shaping the market today: shrinking workforce, tariff pressures, and rapid AI acceleration. Despite these challenges, specification power is growing—creating a powerful opportunity for brands that are aligned with how designers actually work. This episode emphasizes the importance of moving beyond surface-level marketing into research-backed strategy that drives real specification growth. Listeners will gain clarity on how designers’ influence is evolving, why being in a specifier’s “top 3–5 brands” is critical, and how generational shifts—especially the rise of Gen Z—are reshaping expectations for digital experiences and brand engagement. Nicole also unpacks how tariffs should be viewed not just as a pricing issue, but as a brand storytelling opportunity to build trust and loyalty. Finally, the episode dives into AI’s role in the design industry—highlighting why AI readiness is no longer optional and how manufacturers must optimize their digital assets to remain visible in AI-powered discovery tools. This episode is essential for interior product brands looking to stay competitive, relevant, and specification-ready in 2026 and beyond. Timestamps 00:00 – Introduction To Thrive In Design And Podcast Mission 01:00 – Season Recap And Importance Of Research-Driven Strategy 02:05 – Why Branding Without Research Is A Wasted Investment 03:00 – Nicole’s Strategist Perspective And Industry Experience 05:00 – The Complexity Of Go-To-Market Strategies Across Design Segments 06:15 – Current Industry Landscape: AI, Disruption, And Change 07:14 – ThinkLab 2026 Report Overview And Key Tensions 08:00 – Tariff Pressures And Marketing Budget Challenges 09:00 – AI Acceleration And Shifting Designer Discovery Behavior 10:19 – Market Growth Vs. Disruption: Macro Vs. Micro Trends 12:00 – Specification Power Explained (Why Designers Matter More Than Ever) 13:41 – Workforce Shifts And Rise Of Gen Z Designers 15:00 – Why Brands Must Be In Designers’ Top 3–5 Shortlist 15:21 – “Position To Specify” Framework Explained 17:00 – Digital-First Expectations And Evolving Buyer Behavior 18:38 – Tariffs As A Brand Storytelling Opportunity 21:00 – Building Trust Through Communication And Transparency 23:06 – AI Is No Longer Optional: What The Data Shows 24:27 – Real-World AI Example Transforming Designer Workflows 26:00 – AI Readiness Starts With Data And Asset Quality 27:14 – Preparing For AI-Driven Product Discovery 28:27 – Final Takeaway: Fewer Specifiers, Higher Stakes 29:20 – Introduction To Spec Ready Framework And Closing Key Quotes “If you don’t have the research to back up your decisions, it’s not worth the investment.” “The brands that win aren’t the biggest—they’re the most aligned with how specifiers actually work.” “If you’re not in a designer’s top three to five brands, you’re getting cut from consideration.” “Tariffs are a brand communication opportunity, not just a supply chain problem.” “AI readiness starts with asset quality—not tool selection.” 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ • LinkedIn: https://www.linkedin.com/company/thriveindesign/ • Instagram: https://www.instagram.com/thriveindesign/ • Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ • Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

S9, E7: The Brand Story Blueprint: How to Get Specified by Designers with Adam Kubryk and Brooke Taylor

In this episode of Thrive In Design, host Nicole Lashae Hall sits down with Brooke Taylor and Adam Kubryk, co-founders of Vendor Bootcamp, to unpack what it truly takes for hospitality vendors to stand out, get specified, and stay relevant in an increasingly competitive market. Drawing from decades of combined experience across design, branding, and global sales, Brooke and Adam reveal why most vendors struggle to differentiate—and how shifting from product-first thinking to strategic storytelling can transform your business. They break down the “Brand Story Blueprint,” offering actionable insights on how to align your messaging with what designers, purchasing agents, and owners actually care about. The conversation dives deep into common industry misconceptions, including why vendors should stop “selling to designers” and instead empower them as an extension of their sales team. You’ll also learn how process, not just product, plays a critical role in brand perception—and why simplifying your messaging (“say less, look better”) can dramatically improve your chances of being specified. Whether you're new to hospitality or looking to scale your brand presence, this episode delivers practical strategies to help you move from scattered efforts to intentional growth. Timestamps 00:00 Introduction to Thrive In Design and episode overview 01:00 Meet Brooke Taylor & Adam Kubryk + Vendor Bootcamp origin story 03:29 Industry frustrations and the gap in vendor-focused conversations 06:06 Why vendors must align messaging with real buyer questions 07:00 The power of dual perspectives: design vs. sales 11:00 Inside Vendor Bootcamp: process, advisory board, and insights 14:16 Market realities: differentiation vs. commoditization 18:20 Case study: building a brand story that scales globally 22:00 What designers actually need from vendors 24:00 Differentiating in crowded categories (especially custom products) 28:27 Tactical advice: stop selling to designers 30:30 Understanding ROI and where your product fits in the value chain 35:37 AI in hospitality: tools vs. strategy 42:02 What vendors must unlearn to stay relevant 45:00 Final thoughts and where to connect with Vendor Bootcamp Key Quotes “Stop selling to designers—they’re not your buyer. They’re your sales team.” “If you’re not differentiated, you’re invisible.” “Say less. Show your best. That’s what gets specified.” “Your process matters more than you think—it’s what people remember.” “If you don’t understand how your product impacts ROI, you’re just selling something.” 🔗 Connect with Adam Kubryk and Brooke Taylor To learn more about Adam Kubryk and Brooke Taylor and their work shaping the future of design and the built environment, connect with them and Vendor Bootcamp: Connect with Adam on LinkedIn: linkedin.com/in/adam-kubryk-12003539 Connect with Brooke on LinkedIn: linkedin.com/in/brookentaylor Follow Vendor Bootcamp on LinkedIn: https://www.linkedin.com/company/vendor-bootcamp/ Visit the Vendor Bootcamp website: https://vendorbootcamp.com/ You can also reach them directly through their email below: Adam’s Email: adam@vendorbootcamp.com Brooke’s Email: brooke@vendorbootcamp.com 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: • Website: https://www.thriveindesign.co/ • LinkedIn: https://www.linkedin.com/company/thriveindesign/ • Instagram: https://www.instagram.com/thriveindesign/ • Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design • Take the SpecReady™ Assessment: https://specready.co/ • Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole • Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

S9, E6: Inside the Shifts Reshaping Design, Manufacturing, and Brand Trust with Amanda Schneider

In this episode of Thrive In Design, host Nicole Lashae Hall sits down with Amanda Schneider, Founder and President of ThinkLab, to unpack what it really takes to build a purpose-driven product brand in today’s evolving design industry. Amanda shares the origin story behind ThinkLab and how her journey—from product design to research leadership—revealed a critical gap between manufacturers and designers. Backed by powerful data, she explains why designers hold up to 140x the recommendation power of the average consumer—and why brands can no longer afford to ignore that influence. The conversation dives deep into the state of the design industry heading into 2026, including the shifting balance between sales and marketing, signs of industry maturity, and the growing awareness of how physical spaces impact human experience. Amanda also explores how hybrid work, generational shifts, and digital transformation are forcing brands to rethink outdated systems and embrace new strategies. If you're a manufacturer, marketer, or design leader looking to stay relevant, align your teams, and future-proof your brand, this episode delivers both strategic insight and actionable direction. ⏱️ Timestamps 00:00 Introduction to Thrive In Design & episode overview 01:00 Meet Amanda Schneider & the mission behind ThinkLab 02:29 The origin story: bridging the gap between product brands and designers 04:00 Why designers hold massive influence (40x–140x buying power) 06:00 Evolution of ThinkLab & scaling through acquisition 08:50 Gen Z, the future of work, and redefining workplace expectations 10:30 The 3 biggest industry shifts heading into 2026 11:00 Sales vs. marketing imbalance in a hybrid world 13:30 Industry maturity, consolidation, and market decline signals 15:00 A new opportunity: human awareness of physical space 17:30 Why sales and marketing silos are hurting brands 20:30 The alignment gap: leadership vs. frontline teams 22:30 Why there’s no “quick fix” for industry transformation 25:30 Generational gaps and the future workforce 30:00 Digital-first vs. analog-first thinking across generations 33:00 The importance of soft skills and change management 35:00 Shrinking attention spans and the new rules of communication 37:00 The evolving role of reps in a digital-first world 38:00 Amanda’s new book Work for What’s Next 39:00 Final thoughts: why this is a defining moment for the design industry 💬 Key Quotes “Designers have 40 times the recommendation power of the average consumer—and up to 140 times at the top level.” “You either disrupt your own business… or you will be disrupted.” “The industry didn’t just evolve—the systems changed.” “15 minutes is the new hour when it comes to sales conversations.” “The brands that win will align human capital with digital tools—not replace it.” 👉 Learn more about Amanda To learn more about Amanda Schneider and her work shaping the future of design and the built environment, connect with her and ThinkLab: Connect with Amanda on LinkedIn: https://www.linkedin.com/in/amandajeanschneider Follow ThinkLab on LinkedIn: https://www.linkedin.com/company/thinklab-design/ Visit the ThinkLab website: https://thinklab.design/ Listen to the Design Nerds Anonymous podcast: https://podcasts.apple.com/us/podcast/design-nerds-anonymous/id1534887549 You can also reach Amanda directly at aschneider@sandowdesign.com. 👉 Pre-order Amanda’s upcoming book, Work for What’s Next Amazon (affiliate link): https://amzn.to/4c1azOY Barnes & Noble: https://www.barnesandnoble.com/w/work-for-whats-next-amanda-schneider/1149016023?ean=9781394390885 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ • LinkedIn: https://www.linkedin.com/company/thriveindesign/ • Instagram: https://www.instagram.com/thriveindesign/ • Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ • Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

S9, E5: From Concept to Contract: A Go-To-Market Sales Playbook for Interior Product Brands with Nicole Lashae Hall

In this episode of Thrive In Design, host Nicole Lashae Hall breaks down a critical misconception holding interior product brands back: confusing a product launch with a true go-to-market strategy. While many brands excel at creating beautiful, innovative products, far fewer understand how to effectively commercialize them for long-term specification success. Nicole explains why most product failures aren’t due to poor design—but rather a lack of strategic alignment across marketing, sales, and product teams. She highlights how siloed workflows, unclear messaging, and lack of sales enablement lead to missed opportunities, even for high-quality products. Drawing on industry research and real-world experience, she emphasizes that designers often make the majority of their decisions before ever speaking to a sales rep—making early-stage clarity and positioning essential. You’ll also learn the difference between a “launch moment” and a sustainable go-to-market system. Nicole introduces a practical five-step framework that guides brands from market clarity to conversion, ensuring momentum doesn’t drop off after the initial reveal. This episode is a must-listen for interior product brands ready to move beyond reactive marketing and build a repeatable, strategic path to growth. Timestamps 00:00 – Introduction to Thrive In Design Podcast Overview of the show’s mission and focus on aligning strategy, storytelling, and systems. 01:00 – The Core Problem: Launch vs. Strategy Why most product failures stem from weak go-to-market strategies—not poor design. 02:00 – Industry Insight: Great Products, Weak Commercialization How interior product brands excel at creation but struggle to bring products to market effectively. 04:00 – The Danger of Siloed Teams How misalignment between product, marketing, and sales creates confusion and lost opportunities. 06:00 – What the Data Says Key research insights: buyer behavior, decision-making timelines, and revenue impact of alignment. 08:00 – Why Product Launches Lose Momentum The drop-off after launch and lack of post-launch structure. 10:00 – Launch vs. Go-To-Market Explained Understanding the difference between a one-time event and an ongoing system. 13:00 – The 5-Step Go-To-Market Framework Market clarity, positioning, sales enablement, momentum building, and conversion strategy. 16:00 – Sales Enablement Gaps Why reps often lack the tools and direction needed to succeed. 17:30 – Building Momentum Before Demand How belief, education, and confidence drive early interest. 18:00 – Turning Interest into Specification Why the first order matters and how to create consistent conversion pathways. 19:00 – Final Takeaways & Reflection Questions Key questions to evaluate your current go-to-market strategy. Key Quotes “Most products don’t fail because they’re poorly designed—they fail because they’re launched without a real go-to-market strategy.” “A launch is a moment. A go-to-market strategy is a system.” “Great design is only half the job—the other half is how the market experiences it.” “Designers don’t sell your products—they justify them.” “The fastest-growing brands aren’t improvising—they’re executing a plan.” 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ • LinkedIn: https://www.linkedin.com/company/thriveindesign/ • Instagram: https://www.instagram.com/thriveindesign/ • Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

S9, E4: From Press to Pipeline: How Strategic PR & Authentic Storytelling Drive Growth in Design Brands with Susan Fernandez

Marketing in the built environment is evolving quickly—and interior product brands that want to grow must rethink how they approach storytelling, PR, and go-to-market strategy. In this episode of the Thrive In Design Podcast, host Nicole Lashae Hall sits down with Susan Fernandez, Senior Vice President of Marketing at UpSpring, to unpack how manufacturers and building product brands can stand out in an increasingly competitive marketplace. Susan shares her journey from studying graphic design at Pratt Institute and working with legendary creative leaders in New York advertising agencies to founding her own marketing firm and eventually joining UpSpring. Along the way, she discovered a key insight: even technical products must connect with people emotionally through compelling brand storytelling. Together, Nicole and Susan explore the evolving role of PR, marketing, and AI in the design industry—from why thought leadership is becoming essential in the age of large language models to how brands can use integrated strategies to increase visibility, credibility, and specification opportunities. They also dive into practical tactics for product brands, including how to prepare for trade shows, why paid media is still underutilized in the AEC industry, and how manufacturers can structure their messaging and content so that AI tools and designers can easily evaluate their products. If you're an interior product manufacturer, marketer, or sales leader looking to grow specifications and build stronger brand authority, this episode is packed with insights you can apply immediately. Timestamps 00:00 – Introduction to the Thrive In Design Podcast Nicole Lashae Hall introduces the show and its focus on strategy, storytelling, and growth for interior product brands. 01:00 – Meet Susan Fernandez Nicole introduces Susan’s background, including her role as SVP of Marketing at UpSpring. 02:40 – Susan’s Journey Into Design and Architecture How childhood experiences exploring architecture shaped her career path. 05:00 – From Creative Agencies to the Built Environment Susan shares how working with both major consumer brands and B2B companies shaped her marketing perspective. 07:45 – Why Storytelling Matters in B2B Marketing Susan explains why even technical products must connect emotionally with audiences. 10:30 – Moving Beyond Product Features to Brand Seduction How brands can create emotional connections instead of relying solely on performance messaging. 12:00 – What UpSpring Does for AEC and Product Brands Susan explains how the firm helps companies scale through integrated PR and marketing strategies. 14:00 – Using PR to Enter New Markets A creative example of how a thought leadership campaign helped a firm break into the cruise ship industry. 18:30 – Common Misconceptions About PR Why PR is much more than press releases—and why it's becoming more important in the age of AI. 22:30 – The Role of AI and Large Language Models in Product Discovery How designers are increasingly using AI to evaluate building products. 24:00 – Structuring Product Information for AI and Designers Why manufacturers must make product data clear, searchable, and accessible online. 27:00 – The Core Pillars of an Effective Go-to-Market Strategy PR, marketing, SEO, thought leadership, and industry presence. 29:00 – Why Paid Advertising Is Still Underused in the Industry Susan shares why paid media will become increasingly important. 31:30 – The Strategic Role of Trade Shows Today How brands should prepare for events to maximize ROI. 34:30 – Training Your Booth Team for Success Why most companies miss opportunities at trade shows. 37:00 – Creative Partnerships and Booth Experiences How collaborations can elevate a brand’s presence at industry events. 39:30 – Measuring Marketing ROI How brands should evaluate success across PR, marketing, and sales strategies. 41:30 – Why Brands Must Be Willing to Experiment The importance of testing strategies—even if some fail. 44:00 – Final Advice for Brands in 2026 Susan emphasizes authenticity as the most powerful storytelling strategy. 45:00 – Where to Connect with Susan Fernandez Nicole shares how listeners can learn more about UpSpring and connect with Susan. Key Quotes “Everything you use to communicate—whether it's a poster, a website, or a TV spot—has to tell a story that is seductive.” “People don’t buy in bullet points. We all buy on emotion.” “PR isn’t a nice-to-have anymore—it’s a credibility engine.” “If you want to be in an industry conversation, you have to join it before you have the experience.” “Authenticity rules. Designers want the real story, not fluff.” Connect with Susan To learn more about Susan Fernandez and her work shaping the future of design and the built environment, connect with her and UpSpring: Connect with Susan on LinkedIn: https://www.linkedin.com/in/susanwalshfernandez/ Follow UpSpring on LinkedIn: https://www.linkedin.com/company/weareupspring/ Follow UpSpring on Facebook: https://www.facebook.com/weareupspring/ Follow UpSpring on Instagram: https://www.instagram.com/weareupspring/ Follow UpSpring on YouTube: https://www.youtube.com/@UpSpringPR Visit the UpSpring website: https://www.weareupspring.com/ You can also reach Susan directly at susan@upspringpr.com. 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ • LinkedIn: https://www.linkedin.com/company/thriveindesign/ • Instagram: https://www.instagram.com/thriveindesign/ • Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ • Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

S9, E3: Strategy That Sells: Why Most Product Brands Are Underprepared for the Future of Design with Nicole Lashae Hall

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. Timestamps 00:00 – Welcome to Thrive and Design Nicole introduces the podcast and the mission: helping interior product brands turn insights into strategic action. 01:14 – The Strategy Gap Most Brands Don’t See Why many brands think they need more visibility when the real issue is strategic positioning. 02:25 – How Product Sourcing Has Changed Post-Pandemic The shift from traditional in-person sales toward digital discovery and hybrid engagement. 05:18 – The Rise of Digital-First Product Discovery Designers now research brands online before ever meeting a rep. 07:25 – What Research Shows About Designer Decision-Making Designers rely more on peer recommendations, digital platforms, and educational content. 10:33 – What Millennial and Gen Z Designers Value Most Sustainability, brand alignment, and clear narratives now influence specification decisions. 12:47 – Why Education Beats Product Promotion Brands that provide tools, insights, and learning opportunities build stronger relationships. 15:10 – What Hasn’t Changed (But Should) Trade show spending, undertrained sales reps, and disconnected marketing and sales teams. 18:20 – The Three Biggest Brand Exposures Today Visibility without direction, sales without story, and tactics without strategy. 21:00 – How Brands Can Shift Their Strategy Move from exposure to positioning, from silos to alignment, and from tactics to foresight. 23:20 – Turning Insights Into Action Why brands that win specifications operate from a clear strategic roadmap. Key Quotes “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.” 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ • LinkedIn: https://www.linkedin.com/company/thriveindesign/ • Instagram: https://www.instagram.com/thriveindesign/ • Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ • Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

S9, E2: Expanding the Role of Design: From Buzzwords to Better Business with Cheryl Durst

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. Timestamps 00:00 – “Design is a driver”: Reframing the value of design 01:14 – Cheryl Durst’s journey from educator to CEO of IIDA 05:18 – Why design is more than aesthetics — it’s business strategy 09:10 – The language gap between designers and the C-suite 12:25 – Evidence-based design, metrics, and articulating ROI 15:19 – Interior design as art, science, and business 18:41 – Certified Design Futurist: What foresight really means 22:56 – Forecasting vs. foresight — what’s the difference? 24:24 – How manufacturers can apply strategic foresight 29:11 – IIDA Industry Roundtable: Generational intelligence insights 33:08 – Mentorship across generations 34:57 – Design Your World: Expanding access for Black and brown students 39:08 – How to connect with IIDA Key Quotes “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.” Relevant Links 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): Connect with Cheryl on LinkedIn: https://www.linkedin.com/in/cheryl-durst-hon-fiida-386335a/ Follow IIDA on LinkedIn: https://www.linkedin.com/company/iida/ Follow IIDA on Facebook: https://www.facebook.com/IIDAHQ/ Follow IIDA on Instagram: https://www.instagram.com/iida_hq/ Visit the IIDA website: http://www.iida.org You can also reach Cheryl directly at cdurst@iida.org. 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ • LinkedIn: https://www.linkedin.com/company/thriveindesign/ • Instagram: https://www.instagram.com/thriveindesign/ • Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ • Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

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S9, E1: Strategy That Sells: The Season 9 Reset on Positioning and Clarity with Nicole Lashae Hall

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. ⏱ Timestamps 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 💬 Key Quotes “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.” 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ • LinkedIn: https://www.linkedin.com/company/thriveindesign/ • Instagram: https://www.instagram.com/thriveindesign/ • Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole • Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

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Season 9 Trailer: Redefining Success, Sustainability, and Leadership in Design

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. 🕒 Trailer Timestamps 00:00 – Welcome to Thrive and Design 00:18 – Introducing Season 9 00:45 – What this season will focus on 01:20 – Who this season is for 01:48 – What listeners can expect going forward 02:10 – Closing + season launch reminder 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ LinkedIn: https://www.linkedin.com/company/thriveindesign/ Instagram: https://www.instagram.com/thriveindesign/ Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ Join the Thrive In Design Training Waitlist: https://training.thriveindesign.co/ 👋 Connect with Nicole • Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

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S8, E7: The Designer’s Growth Plan: Brand and Interior Product Launch Strategy with Ericka Saurit

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 Notable Quotes: “There will always be someone ahead of you who can advise you and give you insights on how to make the best decisions.” “You have to have a different strategy when the market shifts; the way you show up to market yourself has to change and evolve.” “Having a product line is a great way for a designer to expand their business.” Let’s Connect: Connect with Ericka Saurit: Websites: https://www.marketingschoolforcreatives.com/ https://www.sauritcreative.com/ LinkedIn: https://www.linkedin.com/in/erickasaurit/ Learn more about Thrive In Design: Website: thriveindesign.co Instagram: @thriveindesign Facebook: https://web.facebook.com/thriveindesign/ LinkedIn: https://www.linkedin.com/company/thriveindesign/ 🎓 Register for the next Thrive in Design live training: https://training.thriveindesign.co/ 📘 Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps 📚Enroll in the School of Strategy by Thrive In Design: https://www.thriveindesign.co/school

S8, E6: The Science of Beauty: How Design Shapes Human Health with Mike Peterson

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! 🔑 Key Highlights from the Episode: [00:01] Introduction and a bit about our guest, Mike Peterson [02:24] How Don Ruggles inspired Mike’s shift from marketing to design [04:30] Applications of neuroaesthetics and biophilia in interior design [06:41] Metrics for measuring beauty’s impact in built environments [09:08] Understanding beauty and its power in neuroaesthetics [10:44] How neuroaesthetics and biophilia integrate in design [14:58] How Science in Design educates designers to promote beauty and health [18:27] The extended mind: how environment influences human experience [19:46] Success stories from designers applying health-focused design [22:33] What interior product companies need to know about neuroaesthetics [26:46] About the Science in Design Summit and its impact [28:24] Mike’s final thoughts and the future of neuroaesthetics [30:26] Wrap-up and end of the show 💬 Notable Quotes: “Beauty is the foundation of neuroaesthetics; beauty is a fundamental need to our physical being.” “The need for beauty is not an elective or passive interest; it’s a compulsion.” “Architects and designers have a greater ability to improve public health than health professionals.” — Dr. Claudia Miller 📚 Resources Mentioned: Beauty, Neuroscience and Architecture by Donald Ruggles Link » Built Beautiful documentary by Donald Ruggles Link » Cognitive Architecture by Ann Sussman Link » Constructing Health by Tye Farrow Link » Mind in Architecture by Sarah Robinson Link » 🤝 Let’s Connect Connect with Mike Peterson: Website: scienceindesign.com LinkedIn: @mike-peterson Email: mike@scienceindesign.com Learn more about Thrive In Design: Website: thriveindesign.co Instagram: @thriveindesign Facebook: Thrive In Design LinkedIn: Thrive In Design 🎓 Register for the next Thrive in Design live training: https://training.thriveindesign.co/ 📘 Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps

S8, E5: Designing for a New Era: Melissa Marsh on Connection, AI & Workplace Culture

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 Notable Quotes: “In order to do our best work, we need to feel safe in a place.” “Feeling safe with using AI comes down to transparency and giving people control over the tools they use.” “Be careful of assuming that the digital solution is the sustainable solution. Let’s Connect: Connect with Melissa Marsh: Website: https://plastarc.com/ LinkedIn: https://www.linkedin.com/in/melissaemarsh/ Learn more about Thrive In Design: Website: thriveindesign.co Instagram: @thriveindesign Facebook: https://web.facebook.com/thriveindesign/ LinkedIn: https://www.linkedin.com/company/thriveindesign/ 🎓 Register for the next Thrive in Design live training: https://training.thriveindesign.co/ 📘 Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps 📚Enroll in the School of Strategy by Thrive In Design: https://www.thriveindesign.co/school