Thrive In Design

S7, E2: Crafting Impactful Interiors: Strategy, Design Thinking, and the Decorator Industries Legacy with Dan Hannula

Great interiors don’t just happen—they are thoughtfully crafted through the artful blend of creativity and intention. At the heart of this process lies design thinking, a human-centered approach that transforms spaces into experiences by deeply understanding the needs, aspirations, and emotions of the people who will inhabit them. When paired with strategic planning, this approach ensures that every design decision is purposeful, harmonizing aesthetics with functionality. Through collaboration, innovation, and a focus on lasting impact, these elements come together to create interiors that captivate, inspire, and elevate everyday living.
In today’s episode, we sit down with Dan Hannula to discuss the role of strategy and design thinking in creating impactful interior solutions. Dan shares his remarkable career journey, the collaborative approach he and his team take to bring their clients’ visions to life, and the story behind Decorator Industries—a company that has set the gold standard for custom-crafted furnishings in hospitality, healthcare, and beyond.
With a rich legacy dating back to 1953, Decorator Industries combines decades of history with forward-thinking innovation to deliver high-quality, custom-made bedding and window treatments.
Let’s dive in!
Key Highlights from the Episode:[00:01] Intro and a bit about our guest, Dan Hannula[02:38] How Dan’s career journey began and has evolved over the years[05:41] What Decorator Industries is known for and Dan’s vision for the company          [07:36] Decorator Industries’ design process for bedding and window treatment [08:54] The installation and measuring process after fabrication [09:43] What sets Decorator Industries apart from its competitors [12:05] Trends: How product selection and customer demands have evolved[15:12] Dan’s market and brand positioning before collaborating with Nicole[19:46] Decorators Industries' growth and innovation strategies [21:06] Dan’s advice to aspiring leaders in the industry                                                                                                                            [22:00] Wrap up and end of the show
Notable Quotes:
"Address the problem, get it done, get results, figure out solutions, and then deal with the cost afterward."
"Things could change on site, but how you react to problems is what makes or breaks you, and differentiates you from everybody else."
"We’re not going to be perfect, we will make mistakes along the way, so don’t be surprised if you’re not perfect, just do the best you can.”
Connect with Dan Hannula and Decorator Industries:
Website: https://www.decoratorindustries.com/
Instagram: @decoratorindustries 
LinkedIn: https://www.linkedin.com/in/dan-hannula-3930532a/
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

S7, E1: Mastering the Shift from E-Commerce to Design Sales with Nicole Lashae Ben

Welcome to the Season 7 Kickoff of the Thrive In Design Podcast with Nicole Lashae Ben! 🎉
In this exciting premiere episode, Nicole dives deep into the nuances of transitioning from e-commerce to commercial design sales—a significant shift that demands strategic planning, market insight, and a refined sales approach. Unlike the fast-paced world of direct-to-consumer sales, the design market operates on longer cycles, involves multiple stakeholders, and requires a deep alignment with industry standards.
Nicole breaks down what it takes to thrive in this specialized space, sharing actionable strategies for assessing product readiness, setting realistic goals, and leveraging tools to secure your place in the design segment. Learn how to not only get the spec but keep the spec—and transform it into a steady stream of recurring revenue.
Whether you're new to the design industry or looking to sharpen your commercial sales strategy, this episode is packed with insights to help you succeed.
Tune in to kick off Season 7 with Nicole Lashae Ben and take your first steps toward mastering design sales!
Key Highlights from the Episode:[00:01] Introduction to the show[02:23] A recap of 2024 and a sneak peek of 2025                                                [09:01] The inspiration behind today’s topic[09:44] A case study: Expanding into different design segments [13:22] What to consider when transitioning to commercial design sales[14:03] #1Product readiness: Meeting design segment standards[17:54] #2 Setting realistic sales goals and the metrics to focus on                           [26:10] Understanding the hospitality design segments                                                                                                               [26:37] Two practical tips for success in design sales  [28:20] Wrap up and end of the show
Notable Quotes:
"You have to do a deep dive into figuring out if your product is ready for a specific design segment when it comes to design sales."
"Setting a sales goal in design sales is very different from setting a sales goal in e-commerce."
"The sales cycle is much longer in design sales than in ecommerce."
Resources Mentioned
Design Pool Patterns: https://www.designpoolpatterns.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 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

S6, E6: Building a Thriving Art-Centered Interior Product Brand with Norman Wyatt Jr.

Establishing yourself as an artist and making a living from your work requires more than just talent. It involves setting clear goals, perfecting your craft, getting your work out there, and consistently producing high-quality designs. As an artist, understanding the possibilities in your niche is the key to making connections, closing deals, and opening doors to new opportunities and collaborations. Dedication to mastery and staying current with industry trends is essential for growth and relevance. Ultimately, the journey to becoming a successful artist is one of perseverance and passion, where continuous learning and adaptation pave the way for sustainable success.
In this episode, Norman Wyatt Jr. shares his journey from early artistic inspirations and pivotal career moments to his latest ventures, offering valuable tips for artists and designers. With over two decades in the home decor industry, Norman, an artist and designer from Virginia, draws inspiration from the natural beauty of his surroundings. His diverse portfolio includes misty coastal scenes and abstract earthy landscapes. In 2017, he launched his own brand, Norman Wyatt Home, and recently partnered with Stylecraft to launch a complete lifestyle collection featuring wall decor, lamps, furniture, mirrors, pillows, and accessories. 
Ready to tune in?
Key Highlights from the Episode:
[00:01] Intro and a bit about our guest, Norman Wyatt Jr.
[02:30] Norman’s journey and what inspired him to become an artist
[04:32] How to turn art into a business and a source of income  
[08:26] The difference between a licensing and a publishing deal
[13:00] Norman's lifestyle collection and how he brought life to his sketches 
[17:39] The challenges Norman faced in launching his lifestyle collection
[20:21] Norman's goals and target audience for his lifestyle brand  
[23:45] What next for Norman Wyatt Home Decor 
[28:41] One recommendation from Norman for artists and designers 
[34:16] How to reach out and connect with Norman  
[37:23] Wrap-up and end of the show
 
Notable Quotes: 
Success starts with faith and believing it’s possible.
Never stop creating; keep creating to add more products to your collection.
Whatever you can see in your mind, you can bring it to life.
Once you understand the possibilities, then it’s a matter of making the connections and the deals happen.
Once you perfect your art, you have to show it; if no one can see it, no one knows what you offer. 
Visualize and dream of where you want things to go and what you believe is possible.
 
Let’s Connect:
Norman Wyatt Jr.  
Website: https://normanwyatthome.com/
Instagram: https://www.instagram.com/normanwyattjrartist/
 
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.

S6, E5: How to Use Guerilla Marketing to Maximize Your Product Launch with Nicole Lashae Ben

Maximizing a product launch with guerrilla marketing in the interior product design industry involves leveraging creative, innovative, and low-cost strategies to generate buzz and engage potential customers. By employing unconventional methods such as street marketing, ambient marketing, experiential marketing, viral marketing, and stealth marketing, you can capture the attention of your target audience and create memorable experiences. These tactics not only draw interest but also amplify the impact of your campaign. The key is to think outside the box, being creative, innovative, and resourceful, to ensure that your marketing efforts resonate with your audience and leave a lasting impression, all without requiring a large budget.
In this episode, Nicole dives into the world of guerrilla marketing, exploring how these techniques can be applied specifically to interior product design. She shares practical tips and strategies, and breaks down a compelling case study of an ingenious guerrilla marketing campaign she witnessed at NeoCon. This case study highlights the power of innovative marketing tactics and demonstrates how you can adapt these approaches to make your product launch stand out.
Whether you're an interior designer, product manufacturer, or marketing enthusiast, this episode offers valuable insights into making the most of your marketing budget and creating a lasting impact in the minds of your audience. Ready to tune in and transform your product launch with guerrilla marketing?
 
Key Highlights from the Episode:
[00:01] Intro and what in for you in today’s show
[05:03] What guerilla marketing is and how it works
[05:43] Four (4) key characteristics of guerilla marketing 
[08:21] The benefits of guerilla marketing 
[09:03] Advantages of guerilla marketing over traditional marketing  
[11:34] Five (5) types of guerilla marketing 
[12:24] What Momentum did for an epic guerilla marketing at NeoCon
[27:07] Guerilla marketing ideas to implement in your brand
[29:48] Wrap-up and end of the show
 
Notable Quotes: 
You must be creative and innovative when thinking of guerilla marketing.
Guerilla marketing has a high impact on memorability
Guerilla marketing is budget-friendly, especially for small businesses 
If you don’t know who your target audience is, it’s going to be hard to set measurable goals. 
 
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.

S6, E4: Revolutionizing Floor Covering with Innovation and Sustainability with Reade Palmer

When it comes to floor covering, innovation and quality are paramount. As the demand for aesthetically pleasing, sustainable, and durable flooring solutions grows, designers must stay ahead by understanding market trends and customer preferences. Embracing new materials and technologies, such as eco-friendly and recycled products, can set products apart in this competitive field. Building strong client relationships and maintaining a commitment to excellence and customer service are also essential for long-term success. By continuously evolving and adapting to the ever-changing landscape of interior design, you can establish yourself as a leader in the industry.
In this episode, Reade Palmer shares his journey in the flooring industry, highlighting the importance of innovation and quality in floor covering and how understanding market trends and customer preferences has been crucial to his success. Reade Palmer is the founder and CEO of Hero Flooring. Reade began his career in the contract covering industry 24 years ago, gaining extensive experience across major markets, including Philadelphia, Washington DC, Miami, Los Angeles, and Las Vegas. In 2008, he founded Sustainable Services, a successful independent rep group in Florida.
Building on this success, Reade launched Hero Flooring in 2015. Hero Flooring has quickly become a national brand known for its high-performance floor covering. The company is dedicated to providing innovative, sustainable, and durable flooring solutions for both residential and commercial spaces. With a focus on quality and performance, Hero Flooring products are designed to withstand heavy use while maintaining their aesthetic appeal. Under Reade's leadership, Hero Flooring has established itself as a trusted name in the industry, known for its commitment to excellence and customer service.
Ready to tune in?
Key Highlights from the Episode:
[00:01] Intro and a bit about our guest, Reade Palmer 
[02:02] What drew Reade to interior products and how his journey has evolved 
[03:36] Reade notions of what floor covering was prior to getting into it
[07:01] How Reade's diverse market experience shaped his product development 
[09:35] What inspired Reade's entrepreneurial journey 
[13:05] What Hero Flooring is all about and its innovative products  
[16:49] The Nike Grind partnership and its flooring differentiating factors 
[18:58] Using products that have recycled tires Vs. Nike Grind
[21:07] Reade’s selling model and how it has benefited Hero Flooring
[24:50] Reade’s innovation aimed to get designers excited about his brand
[28:38] What next in the Hero Flooring product development pipeline
[30:26] Reade’s advice to aspiring entrepreneurs in the flooring industry
[31:24] Wrap-up and end of the show
 
Notable Quotes: 
We will always walk on a floor as long as we’re alive.
Each market is different, and you have to learn to navigate the politics and preferences of your market. 
The most successful sales rep have a specific core that drives their business.
Friends love working with friends; the most successful sales are with clients who become friends.
If we can humanize the sales experience, it will be more enjoyable for both the designer and the user. 
 
Let’s Connect:
Reade Palmer 
Website: https://heroflooring.com/
LinkedIn: https://www.linkedin.com/in/reade-palmer-ba20559/
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.
 

S6, E3: Maximizing Your Impact with Effective Trade Show Sales Strategies with Lauren Henley McKinnon

Did you know that trade shows can be your next big breakthrough in the interior design industry? These events serve as dynamic platforms for designers to display their latest creations, innovations, and trends to a captivated audience of potential buyers, collaborators, and industry influencers. Trade shows provide an unparalleled opportunity for designers to network, gain inspiration, and stay updated with the latest industry developments. By attending these events, you can present your products in a tactile and visually engaging environment, which is crucial for making a lasting impression on potential clients and partners. Participating in trade shows can be a strategic move to boost visibility, attract new business, and build strong relationships.
In this episode, we discuss the importance of trade shows, how to make data-driven decisions at every touchpoint, and the secrets to success in luxury and commercial design with a special guest, Lauren Henley McKinnon. With over 20 years of experience in the architectural and interior design industry, Lauren has an impressive portfolio, having worked with industry giants like Williams Sonoma, Phillip Jeffries, Formica, and prominent commercial Steelcase dealerships. Her extensive experience spans countless luxury brands through showroom representation. As an expert in top sales performance, client services, and project management, Lauren is here to share invaluable insights on how to elevate and grow your brand.
Ready to tune in? 
 
Key Highlights from the Episode:
[00:01] Intro and a bit about our guest, Lauren Henley McKinnon
[02:20] Lauren's journey in interior design and transition to consulting  
[03:44] What sparked Lauren's interest in sales and interior design 
[11:06] About Henley McKinnon Consulting and what they offer
[15:18] Key essential steps for preparing for a trade show 
[22:25] Data-driven decisions for different tradeshow touchpoints
[26:15] Innovative strategies to help you stand out in trade shows
[33:26] The dos and don’t of trade show follow-up 
[37:04] Lauren's parting words on creativity and strategy 
[38:37] How to reach out and connect with Lauren
[38:59] Wrap-up and end of the show
 
Notable Quotes: 
Marketing is not just about the benefits of the product but also about its transformations.
People are very visual; they see before they hear anything.
You can't just do canned marketing after a trade show; you need to personalize.
If you don’t make a new call to action after serving your customers, your connection will die. 
Personalized connections and follow-ups are the ones that keep the momentum of the project going. 
Success is a blend of creativity and strategy.
 
Let’s Connect:
Lauren Henley McKinnon
Website: https://www.henleymckinnon.com/
LinkedIn: https://www.linkedin.com/in/lahenleymckinnon/
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.
 

S6, E2: Fad or Trend? Strategies for Successful Interior Product Development with Stacy Garcia

When starting a new interior product development process, knowing what colors and trends are happening is crucial. This ensures that the products and experiences you bring to market resonate with consumer preferences and generate maximum value. Staying up-to-date with current trends allows you to create designs that feel contemporary and relevant, meeting the aesthetic and functional demands of today's market. Colors play a significant role in influencing consumer emotions and decisions, making it essential to choose palettes that align with prevailing tastes and themes.
In this episode, Stacy Garcia shares tips on innovative forward-thinking, the difference between a fad and a trend in interior product development, and strategies for incorporating the latest trends and colors to enhance the appeal and marketability of your products, capture consumer interest, and drive sales.
Stacy is a successful serial entrepreneur and founder of LebaTex, a distinctive commercial textile supplier, and Stacy Garcia Design Studio, a product design and licensing firm. With her established brands—Stacy Garcia New York, Stacy Garcia Blue Label, Stay By Stacy Garcia, and Stacy Garcia Home—this internationally renowned designer has partnered with some of the world's leading manufacturers to create products that span from floor to ceiling for resorts, hotels, and homes all over the world. As a forecasting and design expert, Stacy serves as a chair holder of the Color Marketing Group, the International Association of Color Professionals. She was voted one of the 10 leading voices in the hospitality design industry and honored by ASID for design excellence. Her work has been featured in Interior Design, Boutique Design, Luxe, Architectural Digest, and Traditional Home.
Ready to tune in? 
Key Highlights from the Episode:
[00:01] Intro and a bit about our guest, Stacy Garcia 
[04:00] Stacey’s journey and what inspired her to get into interior design 
[08:01] How Stacey built and grew successful brands from ground up 
[11:58] What propelled Stacey to where she is today 
[13:31] The difference between selling and licensing your art collection 
[20:00] 2 lessons that has helped Stacey in her entrepreneurial journey
[22:12] Where Stacy draws inspiration and information for predicting trends 
[23:53] Economic drivers and how they impact consumer preference
[28:07] How Stacy sees the color evolving and impacting product development
[31:25] How to distinguish a fad Vs. trend 
[32:44] Tips on how to secure and maintain licensing deals 
[36:26] Stacy’s 3 years roadmap and what she has on the horizon
[38:51] Wrap-up and end of the show
 
Notable Quotes: 
When you make that leap to go out on your own, you just need one paying client and you’re in business.
The only time when business ceases to exist is when you decide to quit; you are the engine behind it.
Don’t be fixated on the No, it has been blocked for a reason, keep going and the right yes will come.
Every no gets you closer to your yes.
The hardest balance is in the timing of collection development and making sure you are ahead enough.
Knowing what trends are happening helps you bring products and experience to market that generate the most value to the consumer. 
 
Let’s Connect:
Resources Mentioned: 
Color Marketing Group: https://colormarketing.org/
 
Stacy Garcia 
Website: https://www.lebatex.com
LinkedIn: https://www.linkedin.com/in/stacygarcia
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.

S6, E1: 2024 Trade Show Trends: Creating Memorable Experiences for Designers with Nicole Lashae Ben

We are so excited to kick off Season 6 of this podcast! This is a solo episode led by Nicole Lashae Ben, the founder of Thrive In Design. She is sharing insights from her tradeshow explorations in 2024 so far.
Are you looking to stand out at your next trade show by creating an engaging and memorable experience for your audience? Every successful interior product brand understands the power of effective brand storytelling, collaborating with artists and designers, and establishing signature events both within and outside the trade show. Attracting and leaving a lasting impression on designers is not just about having a visually appealing booth; it's about creating a unique in-booth or exclusive out-of-conference experience. In addition, by integrating diverse artistic perspectives, you can create a dynamic and immersive experience that sets your brand apart and ensures your presence is unforgettable.
In this episode, we discuss the latest updates on Thrive In Design, what to expect in Season 6, and three strategies that successful interior product companies are implementing that every brand should adopt. Tune in to discover how these tactics can help you elevate your brand, make a lasting impression, and stay ahead of the competition.
 
                                           
 
Key Highlights from the Episode:
[00:01] Introduction to the show
[01:21] Exciting Updates and Achievements at Thrive In Design
[07:56] Season 6 Sneak Peek: What to Expect
[09:18] Three Strategy Trends for Manufacturers
[10:56] #Artist and Designer Collaborations in Product Development
[12:38] How Two Brands Are Excelling with Artist Collaborations
[18:13] #Effective Brand Storytelling in a Trade Show Booth
[20:56] What Brands Are Doing in Storytelling to Stand Out
[23:06] #In-Booth and Out-of-Conference Events
[28:31] A Quick Recap of the Show
[30:12] Wrap Up and End of the Show
 
Notable Quotes: 
You don’t necessarily have diversity in design if you have the same team designing your product every year.
If you want to stand out, you need an artist or designer collaboration to bring a diversity of perspectives and something fresh to you. 
Establishing your staple event that people are going to know you for in every tradeshow will make you unforgettable. 
 
Let’s Connect:
Resources Mentioned  
Season 5 Episode 7; https://thriveindesign.podbean.com/e/s5-e7/ 
Season 5 Episode 9: https://thriveindesign.podbean.com/e/s5-e9/
 
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.