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Are you a CEO, VP of Marketing, or Sales Leader at an interior product company looking to grow in the hospitality or home design markets? The Thrive In Design Podcast is your go-to resource for innovative marketing strategies, brand storytelling techniques, and sales tactics that help you stand out in a competitive, design-driven industry.
Hosted by Nicole Lashae (Ben) Hall, Design Strategist and Founder of Thrive In Design, this weekly podcast offers actionable insights and expert interviews that help you position your brand, engage the A&D community, and scale your impact in the built environment. From product launch strategy to tradeshow optimization, digital marketing to dealer enablement — each episode gives you the tools to amplify visibility and drive measurable growth.
🎯 Topics we cover:
- Interior product marketing and brand positioning
- Sales enablement strategies for the design industry
- How to increase visibility with architects, designers, and specifiers
- Hospitality and residential design market trends
- Leveraging podcasts, content, and events to drive demand
Whether you’re launching a new collection, entering new verticals, or refining your go-to-market strategy — this podcast will equip you to lead with clarity, creativity, and confidence.
🌐 Visit our website: www.thriveindesign.co
📅 Sign up for our next live training: https://training.thriveindesign.co
💌 Subscribe to our email list: https://podcast.thriveindesign.co
Episodes

Thursday Feb 15, 2024
S5, E6: From Ordinary to Extraordinary: Mastering Outdoor Design with Steve Griggs
Thursday Feb 15, 2024
Thursday Feb 15, 2024
Creative design is the cornerstone of creating outdoor experiences that leave a lasting impression by elevating ordinary spaces into extraordinary works of art. Drawing inspiration from the ambiance and fostering creative collaboration allows each space's unique characteristics to guide our design journey. Collaboration in outdoor design is pivotal as it enables us to blend individual visions, technical know-how, and creative flair to breathe life into outdoor spaces. This not only enhances innovation but also ensures that the final design reflects the desires and needs of the people who will inhabit and enjoy the space in the long run.
In this episode, Steve Griggs from Steve Griggs Designs shares more about outdoor design, how to elevate your creative design game, and the principles of turning ordinary spaces into extraordinary art. Steve at Griggs extends beyond his design prowess. He is a two-time recipient of the Inc. 5000 Award, a testament to his passion, dedication, and impact. He started with the wheelbarrow, working tirelessly to build his business from the ground up.
Today, Steve is the go-to expert for landscape design, swimming pools, and outdoor entertaining spaces. One of Steve’s remarkable qualities is his approach to design. He doesn’t impose cookie-cutter designs. Instead, he collaborates closely with clients to understand their unique vision. His work extends beyond traditional landscaping to reinventing and renovating urban spaces and designing luxury homes and communities.
As the best-selling author of "Straight Dirt: New York City's Premier Designer Tells It Like It Is," he shares insider secrets of working effectively with landscape designers and contractors.
Let's jump in!
Key Highlights from the Episode:
[00:01] Episode intro and a bit about our guest, Steve Griggs
[03:10] Steve’s passions and journey in becoming a premier landscape designer
[04:41] How being in the public eye influenced Steve’s designs and projects
[05:50] Steve’s design process and how it’s different from what is on TV
[07:01] Things Steve has to get his clients to understand in the design process
[08:00] Key principles of turning ordinary spaces into extraordinary works of art
[10:50] How Steve approaches collaboration in his design process
[13:02] Timely elements that Steve incorporates in his design and how he balances
[13:44] Projects Steve has worked on in his 40 years career
[14:34] Steve’s most memorable projects that posed unique challenges and how he overcame
[16:20] Misconception Steve has encountered in landscape and design
[17:57] How Steve integrates environment-friendly practices and materials in his projects
[20:03] Steve’s advice to aspiring designers looking to build successful careers in business
[21:46] How to reach out and connect with Steve
[22:03] Episode wrap-up and calls to action
Notable Quotes:
- Always try to draw inspiration from the job site and the ambiance itself.
- No one knows everything, no matter how long they have been doing it, and that’s why we collaborate.
- We are the orchestrators, and when we collaborate with the homeowner, we get their vision and unique desires.
- Creative design is a business; you need to treat it like one, so get your art together, be organized, focus, and make money to be around for a long time.
Resources Mentioned
Steve Griggs’s Books: https://www.amazon.com/Straight-Dirt-Premier-Landscape-Designer/dp/1948261073
Connect with Steve Griggs
Website: https://stevegriggsdesign.com/
Instagram: https://www.instagram.com/stevegriggsdesign/?hl=en
LinkedIn: https://www.linkedin.com/public-profile/in/stevegriggsdesign/
Learn more about Thrive In Design:
Website: https://www.thriveindesign.co/
Instagram: https://www.instagram.com/thriveindesign/
Facebook: https://web.facebook.com/thriveindesign/
LinkedIn: https://www.linkedin.com/company/thriveindesign/
Register for the next Thrive In Design live training here: https://training.thriveindesign.co/
Get your copy of "The Ultimate Guide to A&D Sales": https://www.thriveindesign.co/brand-reps.

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