Trade Tales Episode Summary: "Why Josh Greene’s Favorite Clients Contribute Creatively"
Released on October 23, 2024, "Trade Tales" hosted by Caitlin Petersen of Business of Home delves into the nuanced journeys of interior designers navigating the challenges of growing their firms. In this episode, Caitlin engages in a deep conversation with Josh Green and Katrina Hernandez, two accomplished designers who share their experiences in fostering creativity, establishing financial stability, setting meaningful goals, and defining their unique versions of success.
1. Career Transitions into Design
The episode begins with a discussion about career shifts into the design industry. Josh Green recounts his transition from the media to design, inspired by his visit to the Art Institute and an exhibition on David Adler Haunt.
"I have to change careers and work in design, architecture, whatever that meant." (Josh Green, 03:58)
Katrina Hernandez echoes a similar sentiment, highlighting her early influences and the pivotal moments that steered her towards interior design.
"I had always loved beautiful houses... I have to change careers and work in design, architecture, whatever that meant." (Katrina Hernandez, 03:58)
2. Establishing Their Own Firms
Josh and Katrina discuss the inception of their design ventures. Josh explains his initial plans to return to school but ultimately decided to immerse himself directly into the design world.
"I started interning at a design firm... I dove straight into my new career." (Josh Green, 04:02)
Katrina shares her journey from working at Ralph Lauren in store design to freelance projects, eventually partnering with Josh at Sawyer Burson before launching Josh Green Design in 2018.
"I started working on international shop setups... It was incredible. It was a great experience and so much fun." (Katrina Hernandez, 04:41)
3. Business Operations and Financial Management
A significant portion of the conversation centers around the importance of robust business operations. Josh emphasizes the necessity of effective bookkeeping and understanding business rhythms for sustained success.
"Understanding the rhythms of your own business is essential to success." (Josh Green, 06:28)
Katrina highlights the shift from using basic tools like Excel to adopting industry-standard software such as Studio Designer, which has enhanced their project and financial management.
"Tracking everything in a detailed way... it's just organization basically." (Katrina Hernandez, 13:01)
4. Client Relationships and Decision-Making
Josh and Katrina explore strategies for managing client relationships, particularly in guiding clients through decision-making without causing overwhelm. Katrina likens the client relationship to dating, emphasizing the importance of mutual fit and clear communication.
"It's like dating... it just has to work." (Katrina Hernandez, 13:20)
Josh discusses his approach to being the decision-maker for clients, ensuring confidence and satisfaction in the design outcomes.
"They are looking for you to tell them what to do and to make decisions and to assure them with confidence." (Josh Green, 29:37)
5. Evolving Fee Structures
Addressing the evolution of their fee structures, Katrina critiques the traditional markup model prevalent in the industry. She advocates for a more transparent approach with a fixed design fee complemented by a reasonable purchasing fee.
"I do something a few years ago that works for me... I charge a flat fee plus a purchasing administrative fee." (Katrina Hernandez, 20:48)
Josh concurs, suggesting that a shift towards higher fixed fees and lower commissions could better align with current industry standards and client expectations.
"I'd rather load up the design fee that's fixed and be like, okay, you want to work with me?" (Josh Green, 23:00)
6. Team Building and Delegation
The discussion moves to team dynamics and the importance of building a reliable team to manage growing business demands. Katrina emphasizes hiring skilled individuals who can take on significant responsibilities, allowing for delegation and fostering team growth.
"One of my more recent hires is really good on Rhino and really good at 3D rendering... it's been really helpful." (Katrina Hernandez, 25:29)
Josh shares his experience with maintaining a small, efficient team, highlighting the balance between hands-on management and empowering team members.
"I trust her and the clients trust her... it's like a surrogate." (Josh Green, 31:01)
7. Product Collaborations and Expanding Business
Katrina delves into her ventures into product development, detailing collaborations with manufacturers and the challenges faced during the pandemic. She discusses the strategic importance of product lines in enhancing brand awareness and creating cohesive collections.
"I like creating collections that have a shared language and sensibility." (Katrina Hernandez, 42:15)
Josh complements this by highlighting how collaborations have benefited their businesses, providing both creative fulfillment and additional revenue streams.
"The collabs are good for brand awareness... and creating something together." (Josh Green, 42:05)
8. Press and Industry Recognition
Katrina shares insights on leveraging her background in media to cultivate press relationships, which has been instrumental in gaining recognition such as being featured in Architectural Digest's AD100 list.
"I knew how to cultivate a relationship with an editor and how to pitch something." (Katrina Hernandez, 35:18)
Josh adds that consistent quality and strategic self-presentation have played crucial roles in their industry acclaim.
"We're putting out work that looks good and is of a certain standard." (Josh Green, 35:06)
9. Defining Success
Towards the end of the episode, both designers articulate their personal definitions of success. For Katrina, it encompasses peer recognition, maintaining a stellar reputation, and achieving financial stability that allows for relaxation and long-term planning.
"Success for me means recognition by my peers, respect... and financial stability." (Katrina Hernandez, 43:54)
Josh concurs, emphasizing that success is not solely measured by accolades but also by the seamless operation and growth of the business.
"Understanding the rhythms of your own business... is a feeling, right?" (Josh Green, 12:03)
Conclusion
This episode of "Trade Tales" offers a comprehensive look into the professional lives of Josh Green and Katrina Hernandez, highlighting their strategic approaches to business management, client relations, and creative collaborations. Through their shared experiences, listeners gain valuable insights into the dynamic world of interior design entrepreneurship, underscoring the importance of adaptability, clear communication, and strategic growth in achieving sustained success.
For more insights and inspiring stories from the world of interior design, tune into future episodes of "Trade Tales" and follow Business of Home.