Trade Tales: Jess Ebert on Why Delegation Is the Key to Longevity

Host: Kaitlin Petersen, Business of Home
Guest: Jess Ebert, Four Story Interiors
Episode Date: March 25, 2026

Episode Overview

In this insightful episode of Trade Tales, Kaitlin Petersen speaks with interior designer Jess Ebert, founder of Four Story Interiors, about her journey from creative childhood to running a successful design firm. The conversation explores Jess’s pivotal career transitions, her confrontation with grief, and how learning to delegate has been instrumental for sustainable growth. Key themes include building a strong team, defining ideal clients, setting boundaries (including taking Wednesdays off), and adapting to the evolving demands of the design business, especially through PR and social media.

Key Discussion Points & Insights

Jess’s Path into Interior Design

• Creativity from an Early Age: Jess always loved rearranging her room and setting up her Barbies' house (02:05).
• Turning Tragedy into Action: The loss of her sister and a series of family health events led Jess to reconsider her career trajectory (03:09).
• Finding Her Calling: After a push from her realtor and recognizing her passion, Jess began taking on design projects and "jumped in trial by fire" (05:07).

“It was like love at first sight... I could do [walking through people's houses] all day long.” – Jess Ebert (02:05)

Building and Growing Four Story Interiors

• Imposter Syndrome and Early Success: Jess dealt with doubts but found client work quickly; after a few years, she felt established (07:01).
• Warning of Burnout: The challenge of having too many clients taught her that "more is not better"; overstretching led to lessons on sustainability (07:01).
• First Hires and Team Evolution: The progression from interns and errand runners to intentional hires was key. Her first official team member joined in 2020 (09:29).

“Having too many clients... is actually not beneficial. It can lead to, of course, burnout.” – Jess Ebert (07:01)

The Power of Delegation

• Letting Go and Structuring Roles: Jess worked to extract knowledge from her head and empower team members, emphasizing transparency with clients about who would be involved in their projects (13:29).
• Trial and Error with Delegation: She shared stories about balancing client expectations and team collaboration, eventually recognizing that her true value was in guiding the brand, not micromanaging every project (13:29, 18:12).
• Ownership Culture: Transitioning leadership in team meetings fostered accountability and pride in the team’s work (18:12).

“Making that shift of what updates do you have for me versus me saying, here are my updates for you, was a really pivotal, important shift.” – Jess Ebert (18:12)

• Emotional Challenge of Delegation: Stepping back felt strange and vulnerable, but Jess stressed its necessity for longevity (20:31).

Redefining Success and Setting Boundaries

• Taking Wednesdays Off: Instituting Wednesdays as her day off symbolized a major personal and business milestone, supporting creativity and life balance (22:21).

“Success is taking my Wednesday off, Caitlin. Yeah, success is... being able to say no to something that doesn’t feel good and not being scared of saying no.” – Jess Ebert (45:54)

• Team Flexibility with Structure: Embracing the “French way of parenting,” Jess established a framework with space for independence, helping foster trust and creativity (27:31).

Defining the Ideal Client and Saying No

• Benefit of Focus: Jess identified the critical importance of spotting red flags and filtering for clients and scopes of work that align with the firm’s goals (16:27).
• Saying No: Learning to turn down projects that weren’t a fit was liberating and ultimately led to a healthier business (16:15–17:51).

Adapting Through PR and Social Media

• From DIY to Delegating PR: Jess, with a background in PR, realized the landscape had shifted and hired a firm to handle publicity and social content, helping her firm reach new clients and keep her voice authentic (32:16).

“I had to wave the white flag and hire a PR firm because I saw the landscape of social media change so much so quickly...” – Jess Ebert (32:16)

• Maintaining Authenticity: Jess collaborates by editing and reviewing all content to preserve her voice, ensuring the brand remains personal and approachable (36:55).

Sustaining Creativity and Avoiding Burnout

• Maintaining a Creative Core: Despite growing in her leadership and ambassador role, Jess ensures she remains involved with the creative aspects that bring fulfillment (42:23).
• Encouraging Listeners to Pivot: She champions exploring new paths in life and career, reminding listeners that it’s never too late to change directions (45:25).

Notable Quotes & Memorable Moments

• On Delegation and Letting Go:
  “It's hard to let go. It is hard to delegate. That is one of... my weakness[es] is definitely delegation. I like to have my hands in everything. And so I am actively trying to not step in when I see something and let it get resolved.” – Jess Ebert (20:31)

• On Team Culture:
  “Everyone on the team is a working mother, which I find incredible. So everyone understands what it's like to juggle and commit to something.” – Jess Ebert (27:31)

• On Maintaining Fun and Perspective:
  “This is fun. This is a gift. I mean, you know, kind of going full circle back to where I started. You know, life is short... Let's have some fun. You know, this is an incredible opportunity that we get... Let's have some fun. This should be enjoyable.” – Jess Ebert (29:56)

• On Authenticity:
  “I did not want to produce content or create this character that wasn’t who I am. And so that’s why I held out for so long, because I was really worried about losing that identity.” – Jess Ebert (35:21)

• On Empowerment and Ownership:
  “It creates an incredible sense of ownership for the designers and the project managers... This is my baby. This is something that I'm really invested in. I am the one that's helping see this from A to Z.” – Jess Ebert (19:00)

• On Success:
  “Success is being able to say no to something that doesn’t feel good and not being scared of saying no.” – Jess Ebert (45:54)

Important Timestamps

• Jess’s Childhood Creativity & Tragedy: 02:05–04:26
• Transition to Design Career: 05:07–06:28
• Initial Business Growth & Burnout: 07:01–09:29
• Team Building and Delegation: 09:29–13:17, 18:12–20:31
• Defining Ideal Client & Saying No: 16:15–17:51
• Implementing Wednesdays Off: 22:21–26:38
• Team Schedule & French Parenting Analogy: 27:31–29:56
• PR and Social Media Evolution: 32:09–36:55
• Authenticity in Branding: 36:43–38:47
• Sustaining Creativity: 42:07–45:25
• Defining Success: 45:49–46:57

Episode Takeaways

• Delegation is essential for personal well-being and sustainable business growth.
• Clear internal structure and open client education are key to effective handoff and building trust in a design firm.
• Success is not just about saying yes—it’s about confidently saying no and creating space for personal fulfillment and team empowerment.
• Maintaining authenticity, both internally with your team and externally through branding and social media, is vital for long-term connection and growth.
• Periodic recalibration, including setting boundaries like regular days off, keeps creative energy flowing and prevents burnout.

For listeners seeking wisdom on running a creative business without losing your spark or sanity, Jess Ebert’s candor and clarity offer invaluable guidance—and a reminder that thriving means learning to let go.