Podcast Summary: Trade Tales

Episode: Yates Desygn on the Course Correction That Saved Their Team

Host: Kaitlin Petersen, Business of Home
Guests: Brian Yates & Mike Yates, Founders of Yates Desygn
Date: February 11, 2026

Episode Overview

This episode of Trade Tales features Brian and Mike Yates, the husband-and-husband design duo behind Yates Desygn. Host Kaitlin Petersen delves into the pivotal course correction that the couple initiated within their firm after recognizing a disconnect between outward success and internal team morale. The conversation explores the duo’s backstories, their approach to structuring roles, strategic business pivots, the development of their company culture, and their evolving definitions of success.

Key Discussion Points & Insights

1. Their Journeys to Design & Partnership

• Brian's Path: Raised in South Texas, inspired to follow his passion by his parents, originally trained in landscape architecture, transitioned to interior design, attended Pratt, and worked with Yabu Pushelberg before starting his own firm.
• Mike’s Path: Military family from Hawaii, initial studies in engineering at Arizona State, switched to dance after discovering a passion in a hip hop class, eventually moved into dance production and then lighting and performance design. Fulfilled dream of working for Paul Taylor Dance Company in New York.
• Meeting & Partnership: Met during NY’s gay marriage celebration—Brian, upon meeting Mike, immediately sensed a lasting connection (03:14). The couple married and, feeling burnt out in NYC, decided to relocate and launch a firm in Dallas—without clients, a network, or a plan, but with savings and drive (06:00).

2. Early Business Structure & Challenges

• Defining Roles: At first, both were unclear about individual responsibilities—a dynamic that led to friction and the need to clarify roles after about three months (08:32–09:20).
  • “For us, it's always about being intentional. And it's important to really establish expectations." – Brian Yates (08:46)
  • Mike drew on production discipline from dance, handling logistics and operations to let Brian focus on design.
• Low Overhead: The pair purposefully kept costs minimal, working out of borrowed spaces to reduce financial pressure as they grew their reputation in Dallas (16:36).

3. Company Growth & Team Development

• First Hires: Slowly expanded, bringing on their first employee in 2020. Emphasis on financial prudence enabled them to keep staff during COVID challenges (19:08).
• Scaling Pains: As the team grew, so did complexity and chaos—eventually surpassing their ability to function smoothly using existing methods. “What got you there won’t get you there.” – Mike Yates (21:52)

4. The Crisis: Outward Success, Inward Struggles

• Morale Problem: Despite financial success in 2023, team morale reached a low point. Key employees left, prompting a hard look at leadership and processes (22:40).
• Honest Reckoning: Brought in a business consultant to conduct exit interviews with departing staff.
  • “We took all that information and we just tried to change who we are in the way that we run a team.” – Brian Yates (23:57)
• Collaborative Turnaround: Included remaining team in the solution process, creating new systems that emphasized accountability, open communication, and shared voice (24:06–25:08)

5. New Structure: The “Design Web”

• Abandoning Hierarchy: Moved from a pyramid of roles to a “DNA strand” or web structure, allowing each team member to specialize (e.g., rendering, project management, fabrics), but also contribute across projects where needed (29:16–31:47).
  • “It's all about this design web that we have created in our office to really make sure that everyone is kind of gliding together.” – Brian Yates (30:57)

6. Culture and Team Wellbeing

• Focus on Morale: Emphasize benefits, time off, regular feedback, and one-on-one check-ins. “We want to know what else are you interested in… It’s creating this environment of exploration, of inspiration and curation.” – Mike Yates (14:53)
• Growth Pathways: Created clear curriculum and paths for advancement, tailored to individual interests within the company.

7. Client Experience & Project Process

• Client Selection: Look for clients with “financial maturity” who trust the team’s vision and process (37:49).
• Transparent Billing:
  • Operate on an hourly billing system, with itemized monthly invoices.
  • Open conversations about cost start early and are refined at every stage, intentionally avoiding “surprises” at presentation time (39:07–41:20).

8. Evolving Definitions of Success

• For Mike: “Success to me is a creative firm that enjoys coming to work, that is excited to bring new ideas to the table, that creates an experience for clients that enjoy the process and the building of their dreams.” (57:50)
• For Brian: “I think that I'm always…evolving and…trying to figure it out…success was our first Kips Bay…2014 or 13…I want this to be me…Instead of thinking of success as a ultimate finish, I think of it as these baby steps.” (58:20–59:13)

9. Partnership Dynamics

• Balance through clear boundaries, role assignment, and personal space.
• “We both have our own individual interests, and I think it's so important for us to be separate and identify as together.” – Brian Yates (53:09)
• Rules: Never fight at the office; humor to break tension; disagreements handled privately (54:43–55:31).

10. Community and Peer Support

• Found strength and growth through connection with other local design firms—a monthly “Design Assembly Group” of 13 different firms: “It's just been such a lifeline for us that has helped us grow…and helps to the rising tides in our industry.” – Brian Yates (56:53)

Timestamps for Key Segments

• Brian’s background & meeting Mike: 02:05–04:58
• NYC to Dallas move, launching the firm: 05:40–06:40
• Early role definition and business structure: 07:05–10:42
• Establishing work culture & morale: 12:01–14:53
• Scaling, team changes, and crisis: 18:09–24:06
• Exit interviews and collaborative restructuring: 24:06–26:10
• New team “web” structure explained: 29:16–31:47
• Growth, hiring, and specialization: 32:39–36:37
• Ideal client traits & project transparency: 37:49–41:20
• Billing methodology & profitability: 44:54–46:21
• Role assignments and creative process: 51:07–52:19
• Navigating partnership challenges: 53:09–55:33
• Peer support and Design Assembly Group: 55:59–56:53
• Definitions of success: 57:47–59:39

Notable Quotes & Memorable Moments

• “Being ready is a myth. You start, you suck. You figure it out, you get better.” – Mike Yates (00:02)
• “What got you there won’t get you there.” – Mike Yates (21:52)
• “We believe in getting help. We believe that we can't do everything. You know, I always think of interior design as the conductor of the orchestra, bringing in the best of the best…to help to create a beautiful piece for a client.” – Brian Yates (23:24)
• “For me, morale and creativity are number one…I wanted to always create an environment in which inspiration and creativity can happen.” – Mike Yates (12:31)
• “I never want to say a family. We're not a family. We are a team…” – Mike Yates (54:52)
• “Instead of thinking of success as an ultimate finish, I think of it as these baby steps that I'm just like, really proud of something that I've achieved.” – Brian Yates (59:13)

Tone and Takeaways

Throughout, Brian and Mike speak with candor, humility, and a collaborative spirit about the realities and pivots of building a creative business. Their honesty about mistakes, growth, and the unpredictable nature of creative work offers valuable lessons for anyone aiming to nurture a healthy, evolving workplace and sustainable creativity.

For new listeners and firm owners alike, this episode is a masterclass in adaptive leadership, intentional culture-building, and finding fulfillment beyond traditional measures of business success.