Thrive In Design

S8,E4: Connecting with Millennials & Gen Z Designers: Tarra Avila on Strategy That Sticks

NeoCon 2025 is paved with more than just innovative products—it’s built on meaningful relationships, bold storytelling, and brands that lead with purpose. In today’s design landscape, simply showing up isn’t enough. Reps must deliver real value, spark genuine conversations, and create experiences that resonate long after the event ends. Authenticity, honesty, and human connection are the new currency. When done right, events become more than industry obligations—they become powerful platforms for impact, inspiration, and long-term growth.
In today’s episode, we sit down with Tarra Avila for an inspiring conversation about NeoCon 2025, the future of design networking, and how brands can create meaningful connections. Tarra is the visionary CEO and founder of Network NextGen—a vibrant community connecting emerging designers and architects in their 20s and 30s with leading design brands and manufacturers. Through curated live and virtual experiences, Network NextGen fosters authentic conversations around work-life balance, inspiration, and the future of design, with events in more than 18 markets across the country. They are creating spaces where designers walk away feeling inspired, informed, and more connected than ever.
Let’s dive in!
Key Highlights from the Episode:[00:01] Intro and a bit about our guest, Tarra Avila[02:36] Trends: How Millennials and Gen Z are redefining careers in design[06:43] Rethinking events in a shifting social networking culture[07:39] Inside Network NextGen programs and their impact[13:14] Marketing strategies: What works—and what doesn’t—with younger designers[19:41] What to expect from Network NextGen at NeoCon 2025[23:46] Tips on packaging your brand for visibility and awareness[27:24] Breaking Barriers: Tarra’s advice for reigniting creative energy[28:41] Wrap-up and end of the show
Notable Quotes:
"Brands that do well have more unfiltered, raw footage that gets millions of views—it’s not about the polished image anymore."
"The more knowledge a brand can pour into a designer, the more they will remember."
"There is so much breadth in our industry. Your degree is valuable—there is so much you can do with it. You just have to push some doors open."
"If you ever feel stuck, start talking to people to reinspire you—you don’t need to go to Pinterest or look at images."
Connect with Tarra Avila and Network NextGen:
Website: https://nextgenke.com/
LinkedIn: Tarra Kieckhaefer
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, E3: Seen, Heard, Remembered: Mastering NeoCon Tradeshow Strategy with Libby Gillen & Chris Stulpin

As the most anticipated design event continues to evolve, one thing remains timeless: the power of well-crafted experiences—those that begin long before the showroom doors open and continue long after the last badge is scanned. From smarter collaboration and strategic storytelling to thoughtful product launches and unforgettable touchpoints, brands now have the opportunity to engage the A&D community in deeper, more impactful ways. NeoCon 2025 isn’t just about being seen—it’s about being remembered.
In today’s episode, we’re joined by Libby Gillen and Chris Stulpin for a deep dive into NeoCon 2025—what’s evolving, what still works, and how brands can create meaningful impact before, during, and after the show.
Libby Gillen is the Vice President of A&D Engagement at Momentum Textiles & Wallcovering and a proud Syracuse University alumna. Her career journey spans from studying interior design to leading strategy, connecting with specifiers, and driving engagement across the A&D industry in the U.S.
Chris Stulpin is the owner of Darrow Martial Creative and also serves on the boards of Momentum Textiles and Hero Flooring. With deep industry insight, he brings a unique perspective on design, branding, and creative leadership.
Let’s dive in!
Key Highlights from the Episode:[00:01] Intro and a bit about our guests, Libby Gillen and Chris Stulpin[01:57] How NeoCon has evolved in format and attendee experience[05:32] Standout moments at NeoCon and what brands are still doing right[12:43] How to make the most of NeoCon’s short window as a team[14:35] Post-NeoCon: How to bring a similar experience to the field[15:52] Key considerations when welcoming people to your showroom[17:47] Tips for creating meaningful touchpoints during the show[19:14] The upper level: Strategies to draw traffic and increase engagement[23:11] The planning behind launching a successful product at NeoCon[25:58] What to expect from Momentum Textiles at NeoCon 2025[27:44] Tools and ideas to innovate the client experience[30:15] Libby and Chris’ advice for first-time NeoCon attendees[33:58] Wrap-up and end of the show
Notable Quotes:
"Start by looking outward, not inward. It’s not about your brand or product introductions—focus on the user experience and the designer experience."  ~Chris
"Be client-centric. You’ll turn your customers off if you bombard them with your story right away." ~Chris
"If you have a temporary space in the Merchandise Mart, reach out to those with permanent spaces and offer your product." ~ Chris
"People come to your showroom to see what’s possible—you have to make it memorable." ~Chris
Connect with Libby Gillen and Chris Stulpin:
Libby Gillen on LinkedIn
Chris Stulpin on LinkedIn
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
📚Enroll in the School of Strategy by Thrive In Design: 
https://www.thriveindesign.co/school
 

S8, E2: How to Start and Grow Your Podcast in 2025 with Nicole Lashae (Ben) Hall

Ever wondered why some podcasts thrive while others vanish into digital silence? In 2025, podcasting has evolved far beyond a casual hobby—it’s now a dynamic engine for personal branding, thought leadership, and evergreen content creation. Starting and growing a successful podcast means more than just plugging in a mic; it requires intentional strategy, authentic storytelling, and smart marketing. From defining your niche to designing eye-catching branding and leveraging cross-promotion, today’s most successful podcasters are those who treat their show like a business—with a voice, a mission, and a roadmap for growth.
In this solo episode, your host, Nicole Lashae (Ben) Hall, breaks down exactly how to start and market your podcast with intention and impact. She also shares three foundational pillars of podcast success to help you strategically design episodes that resonate with your audience and reflect your brand—all while creating evergreen content that continues to deliver value for months (or even years) to come.
Ready to build something that lasts? This is your blueprint. Tune in now!
Key Highlights from the Episode:
[00:01] Introduction to the show[00:27] Why podcasting still works in 2025[01:04] The three pillars of podcast success[02:48] Planning your episodes around your brand goals[03:47] The power of branding + your podcast artwork[04:01] Nicole’s artwork: Building confidence through creative branding[05:31] Smart & sustainable podcast marketing strategies[13:35] Creating a podcast roadmap: From idea to launch[15:33] Wrap-up and end of the show
Notable Quotes:
“Always have a strategic call to action for what people are going to do next with your brand.”
“Start where you’re familiar and leverage your existing network.”
“Make sure your branding is recognizable, shares your brand identity, is consistent across all platforms, and aligns with your broader marketing strategy.”
“Leverage your network, collaborate, and cross-promote.”
“Collaborating with guests allows you to get in front of audiences that are already established.”
 
Let’s Connect:
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: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,E1: Marketing Through the Headlines: Stay Lean, Visible & Agile with Nicole Lashae (Ben) Hall

Marketing Through the Headlines: Stay Lean, Visible & Agile with Nicole Lashae (Ben) Hall 
When the headlines change overnight, so must your strategy. In a world where tariffs can reshape budgets and uncertainty dominates decision-making, the brands that rise aren’t the ones with the biggest budgets—but the ones that know how to pivot fast, stay visible, and lead with purpose. This isn’t just about reacting; it’s about anticipating shifts, streamlining your customer journey, and showing up with clarity when others are stuck. Flexibility, design thinking, and customer journey aren’t a luxury anymore—they are your competitive edge.  
In this solo episode, your host, Nicole Lashae Ben, shares how brands can remain visible, flexible, and effective even when budgets are tight and uncertainty looms large. From navigating the earliest stages of the customer journey to equipping your reps with clarity and confidence, discover how to lead with strategy, respond with agility, and keep your brand in front of your audience—no matter what the headlines say.
Ready to Tune in Now!
Key Highlights from the Episode:
[00:01] Introduction to the show
[02:18] Tariffs and how they are affecting sales and the bottom line 
[06:18] How tariffs disrupt the beginning of the customer journey   
[07:45] The awareness stage and how you’re appearing in the market
[10:42] Recent stats: How tariffs are hitting the economy and marketing budget 
[13:33] Flexibility and transparency: Pivoting fast in uncertain times 
[18:50] How to get in front of your audience—on a lean budget
[27:09] Wrap-up and end of the show
Notable Quotes: 
“Every part of the customer journey is intentional, and marketing is your overall strategy.” 
“Flexibility is crucial, and your team needs to be aware of what is happening in the headlines at all times and how it affects your buyers.”
“When facing uncertainty, you need to understand your situation, be able to equip quickly, and pivot fast.”
“No matter what is happening in the world, if design thinking and the customer journey are not at the center, you will fall behind.” 
Equip your reps, they are the face of your brand and brand ambassadors that are out there pounding the pavements and going in front of designers. 
 
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

S7,E14 Recap: Winning Strategies for Interior Products with Nicole Lashae (Ben) Hall

Season 7 Recap: Winning Strategies for Interior Products with Nicole Lashae (Ben) Hall 
Designing and selling interior products isn’t just about aesthetics—it’s a strategic game where creativity meets precision and innovation fuels connection. In today’s competitive landscape, the brands that thrive are those that know how to combine compelling visuals with functionality, personalize their approach through technology, and tell stories that truly resonate with both designers and clients. From navigating customization challenges to leveraging digital tools, the most successful brands are redefining how interior spaces are brought to life—and how products leave lasting impressions.
In this exciting recap of Season 7 of Thrive In Design, we dive into how top brands in the interior design industry are redefining success through creativity, customization, and cutting-edge technology. With incredible guests throughout the season, we explore the hidden tactics behind impactful product design, seamless collaboration between designers and manufacturers, and the digital innovations transforming how spaces are imagined.
Tune in and get inspired!
🎯 Key Highlights from the Episode:
[00:01] Introduction to the show and this season’s 7 amazing guests
[08:27] Balancing creativity and functionality in product development
[12:06] Challenges and opportunities in product customization
[13:19] Decorator Industries’ design installation process
[15:06] The role of visuals in brand identity and client engagement
[20:51] How designers, manufacturers, and digital experts collaborate
[23:57] How technology is transforming personalization in interior design
[31:34] Common pitfalls to avoid when building brand presence and positioning
[37:08] Key takeaways from the guests and their experiences working with Nicole
[43:37] Wrap-up and end of the show
💬 Notable Quotes:
“You’re shooting for the brand, and you have to understand where the brand has been, where they’re going, and what they’re looking for.”
“The story has to capture an emotion, and that emotion should connect with who we want to attract. Inconsistency can be devastating.”
“Your digital presence is your storefront. If you don’t maintain consistency, your online footprint won’t reflect expertise.”
“Communicating with customers on an individual basis is critical to providing them with a truly functional product.”
🤝 Connect with the Guests:
Tori Sikkema – Bespoke interior, architectural, and celebrity photographerWebsite: torisikkemaphotos.com
Dan Hannula – Decorator IndustriesWebsite: decoratorindustries.com
Kristen Dettoni – Design PoolWebsite: designpoolpatterns.com
Rochelle Porter – Rochelle Porter Design (RPD)Website: rochelleporter.com
Ken Lewis – Johnny Davis Digital SolutionsWebsite: johnnydavisphotography.com
🌱 Learn More About Thrive In Design:
Website: thriveindesign.co
Instagram: @thriveindesign
Facebook: Thrive In Design
LinkedIn: Thrive In Design
📅 Join the Community:
Register for the next Thrive In Design Live Training:training.thriveindesign.co
Grab your copy of The Ultimate Guide to A&D Sales:thriveindesign.co/brand-reps 
Read the Thrive In Design Insights blog for more in-depth strategies and expert tips: https://www.thriveindesign.co/our-blog

S7, E13: The Art of Sensory-Driven Design: Insights from Yvette Craddock

Becoming a successful interior designer is about thinking outside the box and staying true to your authentic self. Creativity thrives when you embrace your unique perspective and align it with what truly resonates with you. Success lies in blending authenticity with innovative design principles—crafting sensory-driven spaces that tell meaningful stories, staying ahead of the latest trends in luxury, and addressing client pain points with thoughtful, impactful designs.
In today’s episode, we sit down with Yvette Craddock to explore her incredible journey into design and her approach to creating sensory-driven spaces that tell meaningful stories. Yvette Craddock, founder of Yvette Craddock Designs, is a celebrated designer renowned for her distinctive interiors and brand experiences. She specializes in luxury residential, boutique hospitality, multifamily, and vacation properties. With a unique fusion of creativity, cultural references, and innovation, Yvette transforms undefined spaces into harmonious, authentic masterpieces.
Let’s dive in!
Key Highlights from the Episode:
[00:01] Episode intro and a bit about our today’s guest, Yvette Craddock
[02:10] Yvette’s inspiration to start her own design firm
[04:50] How crafting immersive and sensory design experiences is her hallmark of success
[06:10] Her favorite types of projects to work with and what she looks forward to in 2025
[08:00] Yvette’s process from identifying the problem to getting the final result
[14:42] How she ensures the project tells a unique and authentic story of the client
[20:24] Understanding trends & how they fit in her specifications process during the design
[26:06] Things that stand out to Yvette when sourcing design products from brands
[29:09] Some of the best projects Yvette has worked on previously
[30:55] Her advice to anyone looking to make their mark in design
[32:16] Where and how to get a mentor for your design career
[38:08] New and exciting things coming up in 2025 from Yvette
[38:55] Best ways to connect with Yvette, episode wrap-up, and calls to action
Notable Quotes: 
Design takes a bit of analyzing and creativity. 
When designing for a client, listen to their needs and desires, and just as importantly, listen to what they are not telling you verbally but what their body language is telling you. 
Successful designers understand they are in their clients' service, turning dreams into reality rather than chasing personal goals.
Attention to detail, collaboration, and staying grounded in the client's goals set exceptional designers apart.
The secret to impactful design is to listen, analyze, create, and deliver with precision, purpose, and passion
Connect with Yvette Craddock
Website: https://www.yvettecraddock.com/
Instagram:  https://www.instagram.com/yvettecraddockdesigns/
Facebook: https://www.facebook.com/yvettecraddockdesigns
LinkedIn: https://www.linkedin.com/in/yvettecraddock/
Pinterest: https://www.pinterest.com/yvettecraddockdesigns/
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.
 
Read the Thrive In Design Insights blog for more in-depth strategies and expert tips: https://www.thriveindesign.co/our-blog

S7, E12 3 Powerful Ways to Amplify Your Brand Presence at a Trade Show—With or Without an Exhibit | Featuring Nicole Lashae Ben

Trade shows have been a game-changer for brands looking to gain visibility, build strategic partnerships, and drive sales—but standing out in a sea of exhibitors requires more than just showing up. To make a lasting impact, you have to be strategic in how you network, market, and follow up. Planning your approach before the event, focusing on creating memorable interactions during it, and maximizing post-show follow-ups are essential steps in your strategy. By approaching trade shows with intention and a clear plan, you can transform a single event into a powerful catalyst for long-term business growth. Whether you have a booth or not, success lies in your ability to differentiate your brand, create meaningful connections, and convert those connections into lasting relationships.
In this solo episode, your host, Nicole Lashae Ben, shares powerful strategies to help you amplify your brand presence and make the most of trade shows—whether you have a booth or not. Listen and get valuable insights on how to make your next trade show experience more impactful by leveraging strategic networking, creative marketing tactics, and effective follow-up techniques.
 
Tune in now!
 
Key Highlights from the Episode:
[00:01] Intro & what in for you in today’s show
[03:52] A very special announcement: Speaking at NeoCon 2025 
[06:53] Three key reasons to attend a trade show
[08:53] Three ways to thrive in a trade show without a booth
[09:14] 1# Leveraging strategic networking before and during the trade shows  
[18:21] 2# Creating Buzz with gorilla marketing and thought leadership 
[24:36] 3# Maximizing followup in post-show engagement 
[30:06] Additional strategies that Nicole does for her clients 
[31:00] Quick recap: Three ways to thrive at a trade show
[31:50] Wrap-up and end of the show
Notable Quotes: 
Don’t spend $10-20 on exhibiting at a trade show without knowing if you will have a return on investment.  
Trade shows allow visibility, strategic networking, and creative engagement.
Being more strategic is thinking about how you will network before and after the event.
Organize your leads immediately after the event, don’t wait weeks to follow up; strike while the event is still hot.
The key to follow-up is not only about remaining connected but also being the brand that offers value.
Resources Mentioned 
How To Use Gorilla Marketing S6E5: https://podcasts.apple.com/us/podcast/s6-e5-how-to-use-guerilla-marketing-to-maximize-your/id1596367503?i=1000665443416
Let’s Connect:
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.
 
Read the Thrive In Design Insights blog for more in-depth strategies and expert tips: https://www.thriveindesign.co/our-blog

S7, E11: How To Bridge Design and Procurement: Insights from Fohlio CEO Huibin Yu

Your creativity is the spark that transforms ideas into inspiring spaces, breathtaking visuals, and unforgettable experiences. But what happens when that spark meets the hurdles of procurement—delayed timelines, endless paperwork, and brand inconsistencies? Bridging the gap between design and procurement isn’t just about fixing processes; it’s about amplifying your brilliance. By aligning your artistic vision with efficient, technology-driven workflows, you can focus on what you do best: designing. In this episode with Huibin Yu, we discuss how design and procurement teams can collaborate more effectively, the importance of simplifying the specification process, and ensuring brand compliance in large-scale projects. Huibin also shares practical strategies and insights that design firms should focus on right now to deliver more value to their clients.
Huibin Yu is the founder and CEO of Fohlio Inc. Fohlio is revolutionizing the way organizations manage product data, procurement, brand standards, and inventory. Since its founding in 2016, Fohlio has become an invaluable asset for multi-location organizations like restaurants, hotels, schools, and banks, helping them maintain brand consistency and efficiency across the board. Prior to Fohlio, Huibin launched Home Inspirer, an e-commerce platform for home furnishing, and has had an impressive career in finance, holding leadership positions at prestigious institutions like J.P Morgan, Calient, and Goldman Sachs during critical periods.    
Tune in for an insightful conversation with a true leader in both the finance and design world.
Key Highlights from the Episode:[00:01] Intro and a bit about our guest, Huibin Yu[02:44] About Fohlio and what inspired Huibin into the space[05:09] How Fohlio bridges the gap between design and procurement [08:06] 3 pain points Fohlio is solving and how they are creating solutions [11:43] The web clipper tool and how it simplifies the specification process[14:19] Web clipping vs. copy-paste: Which is more efficient?[17:22] How to maintain brand compliance in complex projects[20:03] Common mistakes to avoid in procurement and specification      [22:25] How to keep your information updated and integrated with Fohlio [24:02] Trends and Fohlio’s role in shaping the future of design and procurement [26:27] How to start leveraging technology to improve your processes [29:18] How to reach out and connect with Huibin 
Notable Quotes:
"Make the budget as granular as possible for the design team so that they know how much they can spend.”
“Think longterm about your business.”
“Financial visibility is important in every business. You have to know where the money is coming from and going so that you can manage all aspects.
Connect with Huibin Yu:
Website: https://www.fohlio.com/
LinkedIn: https://www.linkedin.com/company/fohlio/
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 here:https://training.thriveindesign.co/
Get your copy of "The Ultimate Guide to A&D Sales" here:https://www.thriveindesign.co/brand-reps
Read the Thrive In Design Insights blog for more in-depth strategies and expert tips: https://www.thriveindesign.co/our-blog