Podcast
Trade Tales
Hosted by Business of Home, Kaitlin Petersen · EN
Business of Home's editor in chief Kaitlin Petersen talks to interior designers about nurturing creativity, finding a firm’s financial footing, setting goals and discovering their own version of success as a result.
79episodes
Episodes
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How Audrey Scheck established her firm’s C-suite
Today01:04:41Summary readyAudrey Scheck’s 20-person firm is a well-oiled machine—complete with a carefully structured leadership team and a top-down approach that sets the tone for every employee. Elsewhere in the episode, she shares her growth mindset as she expanded her team, how a bandwidth tracker helps the firm determine whether it's time to take on new business, and the questions that help clients step outside their comfort zone. This episode was sponsored by Dallas Market Center and Kohler. LINKSHema Persad Kaitlin PetersenBusiness of Home
SummaryAsk Us Anything: Zoë Feldman on how to measure an employee’s design skills
1w ago00:37:48Summary readyWashington, D.C.–based Zoë Feldman on how to hire for aesthetic alignment, the metrics she uses to measure an employee’s progress at the firm, and how a team member with their own style can sometimes save the firm from adopting a formulaic look. This episode was sponsored by Four Hands and Crypton. LINKSZoë Feldman Kaitlin PetersenBusiness of Home
SummaryHow Hema Persad built ‘the smallest, most efficient’ team
2w ago00:57:58Summary readyHema Persad’s experience as an A-list stylist taught her what the one percent is looking for in the design process—and helped her build a firm that’s structured to meet those needs, while also complementing her decisive approach to leadership. Elsewhere in the episode, she shares how managing a team shifted her perspective on business growth, why she’s been a fast adopter of AI tools, and what to expect from celebrity clients. This episode was sponsored by Dallas Market Center and Kohler. LINKSHema PersadKaitlin PetersenBusiness of Home
SummaryAsk Us Anything: Christine Vroom on how to pivot when your pipeline falls apart
3w ago00:38:46Summary readyLos Angeles–based Christine Vroom answers a question from a fellow designer with a question about a project pipeline gone wrong. Vroom jumps in with advice on the importance of taking inventory of the hypothetical situations that could impact a design business, why her firm implements a “restart fee” for clients who need to push pause, and how to mentally prepare for the ebb and flow characteristic of a designer’s workload. This episode was sponsored by Four Hands and Crypton. LINKSChristine VroomKaitlin PetersenBusiness of Home
SummaryWhy Hanna Li’s design proposals include a sustainability fee
4w ago00:53:06Summary readyHanna Li has created an infrastructure and recruited a team that allows her to thrive as creative director of her firm. From that vantage point, the Los Angeles–based designer is able to think big about topics like sustainability and longevity, and examine what it takes to embed them into the fabric of each project. Elsewhere in the episode, she shares how she’s measuring the carbon footprint of every project, why she produced short films about her firm’s work, and the reason every role she hires for comes with a five-year plan. LINKSHanna Li Kaitlin PetersenBusiness of Home
SummaryAsk Us Anything: Melissa Oholendt’s go-to interview questions for new hires
Apr 1500:34:09Summary readyMelissa Oholendt of Minnesota- and Colorado-based firm Oho Interiors answers a question from a designer who is currently interviewing candidates for her firm’s first full-time position. Oholendt jumps in with advice on how to reveal a candidate’s true ambitions, evaluating skillset through a key question and knowing when to call for backup. LINKSOho InteriorsKaitlin PetersenBusiness of HomeThis episode was sponsored by Four Hands and Crypton.
SummaryKobel & Co.’s radical take on the client questionnaire
Apr 801:17:28Summary readyElizabeth Bennett and Mallory Robins found their better business half in each other—one favoring function, and the other taking the lead on form. In this episode, they share why they no longer use a client questionnaire, how they maintain a single brand voice at every touchpoint, and why a willingness to go all-in is their new criteria for incoming projects. LINKSJess EbertKaitlin PetersenBusiness of Home
SummaryAsk Us Anything: Alison Giese on how to streamline your design presentation
Apr 100:42:10Summary readySan Antonio, Texas–based designer Alison Giese answers a question from a designer who is interested in tweaking her presentation approach to inspire trust and cultivate hands-off clients. Giese jumps in with advice on the value of providing clients with curated choices, how to hone powers of observation during the intake process and why whole-home presentations help convey continuity—and give designers a chance to build confidence and salesmanship skills. LINKSAlison GieseKaitlin PetersenBusiness of HomeThis episode was sponsored by Four Hands and Crypton.
SummaryJess Ebert on why delegation is the key to longevity
Mar 2500:47:46Summary readyJess Ebert received a flood of new clients a few years back—and soon realized that the abundance of work was doing the business more harm than good. As she pared down the pipeline, she brought the firm closer to its ideal clientele—and started to clear the path for her own transition within her firm’s workflow. In this episode, she also shares how she communicates her entire team’s value to clients, the many ways hiring a PR firm is helping her navigate the changing social media landscape and why taking Wednesdays off represents a pivotal moment in her entrepreneurial journey. LINKSJess EbertKaitlin PetersenBusiness of HomeThis episode was sponsored by Garrett Leather.
SummaryAsk Us Anything: Chloe Redmond Warner on establishing processes that fit your firm
Mar 1800:34:24Summary readyOakland, California–based designer Chloe Redmond Warner joins the show to answer a question from a designer who is wondering if stronger systems could lend her firm a greater sense of professionalism. Redmond Warner offers advice on why an unstructured design process might miss out on the value-engineering phase, how to find the sweet spot between client responsiveness and total control, and why issuing a project schedule from the outset can help establish a firm’s sense of authority. This episode was sponsored by Four Hands and Crypton. LINKSChloe Redmond WarnerKaitlin PetersenBusiness of Home
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