S9, E12: When Details Matter: The Bespoke Business of Luxury Window Treatments with Vita Vygovska

What if great design isn’t just about aesthetics—but about how people feel inside a space? In this episode of Thrive In Design, Nicole Lashae Hall sits down with Vita Vygovska to explore the deeper role design plays in wellness, emotional experience, and human connection. Known for her thoughtful and intentional approach to interiors, Vita shares how meaningful spaces are created when designers move beyond trends and focus on the lived experience of the people using them. Together, Nicole and Vita discuss the evolving expectations clients have around wellness-centered environments and why emotional intelligence is becoming one of the most valuable skills in the design industry. From hospitality-inspired residential design to sensory awareness and intentional storytelling, this conversation highlights the growing shift toward spaces that support both function and feeling. Vita also opens up about her entrepreneurial journey, sharing lessons on creative leadership, business growth, and maintaining authenticity while scaling a design practice. If you’re a designer looking to create more impactful work—or a creative entrepreneur navigating growth—this episode offers both inspiration and practical insight into designing with purpose. ⏱️ Timestamps (Key Moments) 00:00 – Introduction to Vita Vygovska + her design philosophy 02:00 – How Vita approaches emotionally driven design 05:00 – The connection between wellness and interior spaces 08:00 – Why sensory experience matters in modern design 11:00 – Designing beyond trends: creating spaces with meaning 14:00 – Hospitality influence on residential design experiences 17:00 – Entrepreneurship, leadership, and scaling a design business 20:00 – The role of authenticity in creative growth 23:00 – How designers can create stronger client connection 26:00 – Final thoughts on designing spaces that truly support people 💬 Key Quotes “Design is about how people feel—not just what they see.” “Wellness should be integrated into every layer of the design experience.” “Trends fade, but emotional connection lasts.” “The most memorable spaces are the ones that make people feel understood.” “Authenticity is one of the greatest assets a designer can have.” 🔗 Connect with Vita To learn more about Vita Vygovska and her work shaping the future of design, connect with her: Instagram: http://instagram.com/vitalia_inc Company Site: http://vitaliainc.com YouTube: https://www.youtube.com/channel/UCz-iHWBFBBQ6k9m4ZvFKbSQ Facebook: http://facebook.com/vitaliaincwindowtreatments LinkedIn: http://linkedin.com/in/vitaliainc Pinterest: http://pinterest.com/vitalia_inc 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ LinkedIn: https://www.linkedin.com/company/thriveindesign/ Instagram: https://www.instagram.com/thriveindesign/ Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

What does it take to turn creative talent into a globally recognized design brand? In this episode of Thrive In Design, Nicole Lashae Hall sits down with Stacy Garcia—founder, designer, and entrepreneur—to explore how she built a multi-faceted brand spanning product design, licensing, and strategic partnerships across the A&D industry. Stacy shares her journey from launching her own design studio to developing a licensing powerhouse, offering a behind-the-scenes look at how designers can expand beyond traditional service models. This conversation dives into the business mechanics of scaling creative work—covering everything from brand positioning and product development to navigating long-term partnerships with major manufacturers. Nicole and Stacy also discuss the importance of evolution in a creative career. As the industry shifts, Stacy emphasizes why adaptability, curiosity, and a clear point of view are essential for staying relevant—and how designers can create opportunities rather than wait for them. If you’re an interior designer, product designer, or creative entrepreneur looking to diversify your revenue streams, build a lasting brand, and think beyond client work, this episode provides both inspiration and practical insight. ⏱️ Timestamps (Key Moments) 00:00 – Introduction to Stacy Garcia + her impact in the design industry 02:00 – Stacy’s early career and transition into entrepreneurship 05:00 – How she built her brand beyond traditional design services 08:00 – Understanding licensing as a growth strategy for designers 12:00 – The role of partnerships in scaling a creative business 15:00 – How to position your work for long-term opportunities 18:00 – Adapting to industry shifts and staying relevant 21:00 – The mindset behind building a global design brand 24:00 – Advice for designers looking to expand their business model 27:00 – Final thoughts: creating longevity in your creative career 💬 Key Quotes “Your creativity doesn’t have to be limited to one business model.” “Licensing allows your ideas to scale beyond your time.” “You don’t wait for opportunities—you create them.” “A strong point of view is what makes your work valuable.” “Longevity comes from evolution, not repetition.” 🔗 Connect with Stacy To learn more about Stacy Garcia and her work shaping the future of design and the built environment, connect with her and Stacy Garcia Studio: Connect with Stacy on LinkedIn: https://www.linkedin.com/in/stacygarcia/ Follow Stacy Garcia Studio on LinkedIn: https://www.linkedin.com/company/stacy-garcia-studio/ Follow Stacy Garcia Studio  on Facebook: https://www.facebook.com/stacygarciastudio Follow Stacy Garcia Studio  on Instagram: https://www.instagram.com/stacygarciastudio/  Follow Stacy Garcia Studio on Pinterest: https://www.pinterest.com/stacygarciainc/  Visit the Stacy Garcia Studio website:https://stacygarciainc.com/  You can also reach Stacy directly at [email protected]. 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ LinkedIn: https://www.linkedin.com/company/thriveindesign/ Instagram: https://www.instagram.com/thriveindesign/ Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben  

AI is everywhere—but for many in the design industry, it still feels unclear, overwhelming, or disconnected from day-to-day work. In this solo episode of Thrive In Design, Nicole Lashae Hall pulls back the curtain on the vision behind the upcoming AI & Design Summit and why this moment represents a critical turning point for interior product brands, marketers, and sales teams. Rather than offering surface-level insights or scattered tools, Nicole introduces a structured way to think about AI through the lens of the ACE framework: Awareness, Consulting, and Execution. This methodology maps directly to the customer journey—revealing how AI is already influencing how designers discover, evaluate, and specify products. Nicole also addresses the biggest challenges she’s hearing across the industry: fear of replacement, lack of clarity on implementation, and missed opportunities due to fragmented education. From undocumented conference conversations to disconnected podcast insights, she makes a compelling case for why the industry needs a centralized, actionable approach to AI adoption. If you’re an interior product manufacturer or design professional looking to stay relevant, refine your strategy, and confidently integrate AI into your business, this episode sets the stage for what’s next—and how to take action. ⏱️ Timestamps 00:00 – Welcome to Thrive In Design + podcast mission 01:00 – Nicole’s reflection on podcast growth and audience 02:00 – Introduction to the AI & Design Summit 03:00 – What Thrive In Design does (consulting + execution) 04:30 – The rise of AI in the design industry 05:30 – Common fears and misconceptions about AI 06:30 – The gap in how AI is currently being taught 07:30 – Why the customer journey is key to understanding AI 08:00 – Introducing the ACE Framework (Awareness, Consulting, Execution) 09:30 – How AI impacts each stage of the customer journey 11:00 – Why designers are changing how they evaluate products 12:00 – The need for a centralized AI conversation in the industry 12:30 – Overview of the AI & Design Summit (May 20, 2026) 13:00 – Keynote preview: AI and brand relevance 13:45 – Panel: AI in product development 14:30 – Session: AI, brand voice, and storytelling 15:45 – Fireside chat: implementing AI within teams 16:45 – How to attend (live or replay options) 17:30 – Bonus: new AI-powered service announcement 18:30 – Final thoughts + invitation to take action 💬 Key Quotes “AI is already impacting every touchpoint of the customer journey.” “If you’re not in the room, you’re missing the conversation.” “The sale of your product is tied to the designer’s experience.” “AI isn’t just about efficiency—it’s about relevance.” “We don’t need more information—we need structured implementation.” 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ LinkedIn: https://www.linkedin.com/company/thriveindesign Instagram: https://www.instagram.com/thriveindesign/ Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

Artificial intelligence isn’t just changing how we work—it’s changing the work itself. In this episode of Thrive In Design, Nicole Lashae Hall sits down with Kate Rancourt, Director of Customer Insights & Growth at One Workplace, to explore how AI is reshaping the design industry—from sales conversations to strategic decision-making. Kate shares her journey from interior designer to insight-driven leader, revealing how her role focuses on identifying emerging market shifts and translating them into revenue-generating strategies. At the core of this conversation is a powerful idea: insight alone doesn’t drive growth—activation does. Together, Nicole and Kate unpack how AI is evolving from a simple tool into a true collaborator. They discuss the importance of using AI to enhance—not replace—human connection, and why the most successful professionals will be those who double down on what makes them uniquely human. You’ll also learn practical, real-world ways to use AI in your day-to-day work—from crafting LinkedIn content and preparing for high-stakes conversations to refining sales strategies and winning new accounts. If you’ve felt overwhelmed or unsure about where to start with AI, this episode offers a clear, grounded approach to integrating it into your workflow with confidence. ⏱️ Timestamps 00:00 – Introduction to Thrive In Design + episode overview 01:00 – Meet Kate Rancourt and her role at One Workplace 03:00 – From interior design to customer insights and growth 04:30 – What it means to connect insight to revenue 06:00 – Why insight without action doesn’t move the business 07:30 – The intersection of sales, marketing, and design 09:00 – When AI became real (not just a buzzword) 11:00 – Early experimentation with AI tools (Midjourney + beyond) 13:00 – The speed of AI and why it changes everything 14:00 – AI integration into everyday workflows 15:00 – Reframing the fear: what AI can’t replace 16:00 – Identifying the “uniquely human” parts of your role 17:00 – Internal resistance, ethics, and AI skepticism 19:00 – What a “prompt” actually is (and why it matters) 21:00 – Treating AI like a colleague, not a command tool 24:00 – Practical example: AI for LinkedIn content strategy 29:00 – Using AI to prepare for difficult conversations 33:00 – Leveraging AI for sales strategy and stakeholder alignment 36:00 – The importance of critical thinking alongside AI 37:00 – Why AI is more than just a tool 39:00 – Using multiple AI platforms strategically 41:00 – Where to connect with Kate + closing thoughts 💬 Key Quotes “Insight without activation doesn’t move the business.” “AI is not just a tool—it’s becoming a collaborator.” “The question isn’t ‘Will AI replace me?’ It’s ‘What part of my job is uniquely human?’” “Treat AI like a colleague, not a command line.” “Stay critical—and still experiment.” 👋🏻 Connect with Kate Rancourt To learn more about Kate Rancourt and her work shaping the future of design and the built environment, connect with her and One Workplace: Connect with Kate on LinkedIn: linkedin.com/in/katerancourt Follow One Workplace on LinkedIn: https://www.linkedin.com/company/one-workplace/ Follow One Workplace on Instagram: https://www.instagram.com/oneworkplace/  Follow One Workplace on YouTube: https://www.youtube.com/@OneWorkplace  Visit the One Workplace website: https://www.oneworkplace.com/ Listen to the ONEder Podcast:  https://podcasts.apple.com/us/podcast/oneder-podcast/id1510047350 You can also reach Kate directly at [email protected]. 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ LinkedIn: https://www.linkedin.com/company/thriveindesign/ Instagram: https://www.instagram.com/thriveindesign/ Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

In this episode of Thrive In Design, host Nicole Lashae Hall breaks down the latest ThinkLab 2026 benchmark report through the lens of a strategist—translating research into real, actionable insights for interior product brands. Nicole explores the key industry tensions shaping the market today: shrinking workforce, tariff pressures, and rapid AI acceleration. Despite these challenges, specification power is growing—creating a powerful opportunity for brands that are aligned with how designers actually work. This episode emphasizes the importance of moving beyond surface-level marketing into research-backed strategy that drives real specification growth. Listeners will gain clarity on how designers’ influence is evolving, why being in a specifier’s “top 3–5 brands” is critical, and how generational shifts—especially the rise of Gen Z—are reshaping expectations for digital experiences and brand engagement. Nicole also unpacks how tariffs should be viewed not just as a pricing issue, but as a brand storytelling opportunity to build trust and loyalty. Finally, the episode dives into AI’s role in the design industry—highlighting why AI readiness is no longer optional and how manufacturers must optimize their digital assets to remain visible in AI-powered discovery tools. This episode is essential for interior product brands looking to stay competitive, relevant, and specification-ready in 2026 and beyond. Timestamps 00:00 – Introduction To Thrive In Design And Podcast Mission 01:00 – Season Recap And Importance Of Research-Driven Strategy 02:05 – Why Branding Without Research Is A Wasted Investment 03:00 – Nicole’s Strategist Perspective And Industry Experience 05:00 – The Complexity Of Go-To-Market Strategies Across Design Segments 06:15 – Current Industry Landscape: AI, Disruption, And Change 07:14 – ThinkLab 2026 Report Overview And Key Tensions 08:00 – Tariff Pressures And Marketing Budget Challenges 09:00 – AI Acceleration And Shifting Designer Discovery Behavior 10:19 – Market Growth Vs. Disruption: Macro Vs. Micro Trends 12:00 – Specification Power Explained (Why Designers Matter More Than Ever) 13:41 – Workforce Shifts And Rise Of Gen Z Designers 15:00 – Why Brands Must Be In Designers’ Top 3–5 Shortlist 15:21 – “Position To Specify” Framework Explained 17:00 – Digital-First Expectations And Evolving Buyer Behavior 18:38 – Tariffs As A Brand Storytelling Opportunity 21:00 – Building Trust Through Communication And Transparency 23:06 – AI Is No Longer Optional: What The Data Shows 24:27 – Real-World AI Example Transforming Designer Workflows 26:00 – AI Readiness Starts With Data And Asset Quality 27:14 – Preparing For AI-Driven Product Discovery 28:27 – Final Takeaway: Fewer Specifiers, Higher Stakes 29:20 – Introduction To Spec Ready Framework And Closing   Key Quotes “If you don’t have the research to back up your decisions, it’s not worth the investment.” “The brands that win aren’t the biggest—they’re the most aligned with how specifiers actually work.” “If you’re not in a designer’s top three to five brands, you’re getting cut from consideration.” “Tariffs are a brand communication opportunity, not just a supply chain problem.” “AI readiness starts with asset quality—not tool selection.” 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ • LinkedIn: https://www.linkedin.com/company/thriveindesign/ • Instagram: https://www.instagram.com/thriveindesign/ • Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ • Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

In this episode of Thrive In Design, host Nicole Lashae Hall sits down with Brooke Taylor and Adam Kubryk, co-founders of Vendor Bootcamp, to unpack what it truly takes for hospitality vendors to stand out, get specified, and stay relevant in an increasingly competitive market. Drawing from decades of combined experience across design, branding, and global sales, Brooke and Adam reveal why most vendors struggle to differentiate—and how shifting from product-first thinking to strategic storytelling can transform your business. They break down the “Brand Story Blueprint,” offering actionable insights on how to align your messaging with what designers, purchasing agents, and owners actually care about. The conversation dives deep into common industry misconceptions, including why vendors should stop “selling to designers” and instead empower them as an extension of their sales team. You’ll also learn how process, not just product, plays a critical role in brand perception—and why simplifying your messaging (“say less, look better”) can dramatically improve your chances of being specified. Whether you're new to hospitality or looking to scale your brand presence, this episode delivers practical strategies to help you move from scattered efforts to intentional growth.   Timestamps 00:00 Introduction to Thrive In Design and episode overview 01:00 Meet Brooke Taylor & Adam Kubryk + Vendor Bootcamp origin story 03:29 Industry frustrations and the gap in vendor-focused conversations 06:06 Why vendors must align messaging with real buyer questions 07:00 The power of dual perspectives: design vs. sales 11:00 Inside Vendor Bootcamp: process, advisory board, and insights 14:16 Market realities: differentiation vs. commoditization 18:20 Case study: building a brand story that scales globally 22:00 What designers actually need from vendors 24:00 Differentiating in crowded categories (especially custom products) 28:27 Tactical advice: stop selling to designers 30:30 Understanding ROI and where your product fits in the value chain 35:37 AI in hospitality: tools vs. strategy 42:02 What vendors must unlearn to stay relevant 45:00 Final thoughts and where to connect with Vendor Bootcamp   Key Quotes “Stop selling to designers—they’re not your buyer. They’re your sales team.” “If you’re not differentiated, you’re invisible.” “Say less. Show your best. That’s what gets specified.” “Your process matters more than you think—it’s what people remember.” “If you don’t understand how your product impacts ROI, you’re just selling something.”   🔗 Connect with Adam Kubryk and Brooke Taylor To learn more about Adam Kubryk and Brooke Taylor and their work shaping the future of design and the built environment, connect with them and Vendor Bootcamp: Connect with Adam on LinkedIn: linkedin.com/in/adam-kubryk-12003539 Connect with Brooke on LinkedIn: linkedin.com/in/brookentaylor Follow Vendor Bootcamp on LinkedIn: https://www.linkedin.com/company/vendor-bootcamp/ Visit the Vendor Bootcamp website: https://vendorbootcamp.com/ You can also reach them directly through their email below: Adam’s Email: [email protected] Brooke’s Email: [email protected]   🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: • Website: https://www.thriveindesign.co/ • LinkedIn: https://www.linkedin.com/company/thriveindesign/ • Instagram: https://www.instagram.com/thriveindesign/ • Facebook: https://www.facebook.com/thriveindesign   🚀 Go Deeper with Thrive In Design • Take the SpecReady™ Assessment: https://specready.co/ • Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/   👋 Connect with Nicole • Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

In this episode of Thrive In Design, host Nicole Lashae Hall sits down with Amanda Schneider, Founder and President of ThinkLab, to unpack what it really takes to build a purpose-driven product brand in today’s evolving design industry. Amanda shares the origin story behind ThinkLab and how her journey—from product design to research leadership—revealed a critical gap between manufacturers and designers. Backed by powerful data, she explains why designers hold up to 140x the recommendation power of the average consumer—and why brands can no longer afford to ignore that influence. The conversation dives deep into the state of the design industry heading into 2026, including the shifting balance between sales and marketing, signs of industry maturity, and the growing awareness of how physical spaces impact human experience. Amanda also explores how hybrid work, generational shifts, and digital transformation are forcing brands to rethink outdated systems and embrace new strategies. If you're a manufacturer, marketer, or design leader looking to stay relevant, align your teams, and future-proof your brand, this episode delivers both strategic insight and actionable direction. ⏱️ Timestamps 00:00 Introduction to Thrive In Design & episode overview 01:00 Meet Amanda Schneider & the mission behind ThinkLab 02:29 The origin story: bridging the gap between product brands and designers 04:00 Why designers hold massive influence (40x–140x buying power) 06:00 Evolution of ThinkLab & scaling through acquisition 08:50 Gen Z, the future of work, and redefining workplace expectations 10:30 The 3 biggest industry shifts heading into 2026 11:00 Sales vs. marketing imbalance in a hybrid world 13:30 Industry maturity, consolidation, and market decline signals 15:00 A new opportunity: human awareness of physical space 17:30 Why sales and marketing silos are hurting brands 20:30 The alignment gap: leadership vs. frontline teams 22:30 Why there’s no “quick fix” for industry transformation 25:30 Generational gaps and the future workforce 30:00 Digital-first vs. analog-first thinking across generations 33:00 The importance of soft skills and change management 35:00 Shrinking attention spans and the new rules of communication 37:00 The evolving role of reps in a digital-first world 38:00 Amanda’s new book Work for What’s Next 39:00 Final thoughts: why this is a defining moment for the design industry 💬 Key Quotes “Designers have 40 times the recommendation power of the average consumer—and up to 140 times at the top level.” “You either disrupt your own business… or you will be disrupted.” “The industry didn’t just evolve—the systems changed.” “15 minutes is the new hour when it comes to sales conversations.” “The brands that win will align human capital with digital tools—not replace it.” 👉 Learn more about Amanda To learn more about Amanda Schneider and her work shaping the future of design and the built environment, connect with her and ThinkLab: Connect with Amanda on LinkedIn: https://www.linkedin.com/in/amandajeanschneider Follow ThinkLab on LinkedIn: https://www.linkedin.com/company/thinklab-design/ Visit the ThinkLab website: https://thinklab.design/ Listen to the Design Nerds Anonymous podcast: https://podcasts.apple.com/us/podcast/design-nerds-anonymous/id1534887549 You can also reach Amanda directly at [email protected]. 👉 Pre-order Amanda’s upcoming book, Work for What’s Next Amazon (affiliate link): https://amzn.to/4c1azOY Barnes & Noble: https://www.barnesandnoble.com/w/work-for-whats-next-amanda-schneider/1149016023?ean=9781394390885 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ • LinkedIn: https://www.linkedin.com/company/thriveindesign/ • Instagram: https://www.instagram.com/thriveindesign/ • Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ • Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

In this episode of Thrive In Design, host Nicole Lashae Hall breaks down a critical misconception holding interior product brands back: confusing a product launch with a true go-to-market strategy. While many brands excel at creating beautiful, innovative products, far fewer understand how to effectively commercialize them for long-term specification success. Nicole explains why most product failures aren’t due to poor design—but rather a lack of strategic alignment across marketing, sales, and product teams. She highlights how siloed workflows, unclear messaging, and lack of sales enablement lead to missed opportunities, even for high-quality products. Drawing on industry research and real-world experience, she emphasizes that designers often make the majority of their decisions before ever speaking to a sales rep—making early-stage clarity and positioning essential. You’ll also learn the difference between a “launch moment” and a sustainable go-to-market system. Nicole introduces a practical five-step framework that guides brands from market clarity to conversion, ensuring momentum doesn’t drop off after the initial reveal. This episode is a must-listen for interior product brands ready to move beyond reactive marketing and build a repeatable, strategic path to growth. Timestamps 00:00 – Introduction to Thrive In Design Podcast Overview of the show’s mission and focus on aligning strategy, storytelling, and systems. 01:00 – The Core Problem: Launch vs. Strategy Why most product failures stem from weak go-to-market strategies—not poor design. 02:00 – Industry Insight: Great Products, Weak Commercialization How interior product brands excel at creation but struggle to bring products to market effectively. 04:00 – The Danger of Siloed Teams How misalignment between product, marketing, and sales creates confusion and lost opportunities. 06:00 – What the Data Says Key research insights: buyer behavior, decision-making timelines, and revenue impact of alignment. 08:00 – Why Product Launches Lose Momentum The drop-off after launch and lack of post-launch structure. 10:00 – Launch vs. Go-To-Market Explained Understanding the difference between a one-time event and an ongoing system. 13:00 – The 5-Step Go-To-Market Framework Market clarity, positioning, sales enablement, momentum building, and conversion strategy. 16:00 – Sales Enablement Gaps Why reps often lack the tools and direction needed to succeed. 17:30 – Building Momentum Before Demand How belief, education, and confidence drive early interest. 18:00 – Turning Interest into Specification Why the first order matters and how to create consistent conversion pathways. 19:00 – Final Takeaways & Reflection Questions Key questions to evaluate your current go-to-market strategy. Key Quotes “Most products don’t fail because they’re poorly designed—they fail because they’re launched without a real go-to-market strategy.” “A launch is a moment. A go-to-market strategy is a system.” “Great design is only half the job—the other half is how the market experiences it.” “Designers don’t sell your products—they justify them.” “The fastest-growing brands aren’t improvising—they’re executing a plan.” 🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ • LinkedIn: https://www.linkedin.com/company/thriveindesign/ • Instagram: https://www.instagram.com/thriveindesign/ • Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

Marketing in the built environment is evolving quickly—and interior product brands that want to grow must rethink how they approach storytelling, PR, and go-to-market strategy. In this episode of the Thrive In Design Podcast, host Nicole Lashae Hall sits down with Susan Fernandez, Senior Vice President of Marketing at UpSpring, to unpack how manufacturers and building product brands can stand out in an increasingly competitive marketplace. Susan shares her journey from studying graphic design at Pratt Institute and working with legendary creative leaders in New York advertising agencies to founding her own marketing firm and eventually joining UpSpring. Along the way, she discovered a key insight: even technical products must connect with people emotionally through compelling brand storytelling. Together, Nicole and Susan explore the evolving role of PR, marketing, and AI in the design industry—from why thought leadership is becoming essential in the age of large language models to how brands can use integrated strategies to increase visibility, credibility, and specification opportunities. They also dive into practical tactics for product brands, including how to prepare for trade shows, why paid media is still underutilized in the AEC industry, and how manufacturers can structure their messaging and content so that AI tools and designers can easily evaluate their products. If you're an interior product manufacturer, marketer, or sales leader looking to grow specifications and build stronger brand authority, this episode is packed with insights you can apply immediately. Timestamps 00:00 – Introduction to the Thrive In Design Podcast Nicole Lashae Hall introduces the show and its focus on strategy, storytelling, and growth for interior product brands. 01:00 – Meet Susan Fernandez Nicole introduces Susan’s background, including her role as SVP of Marketing at UpSpring. 02:40 – Susan’s Journey Into Design and Architecture How childhood experiences exploring architecture shaped her career path. 05:00 – From Creative Agencies to the Built Environment Susan shares how working with both major consumer brands and B2B companies shaped her marketing perspective. 07:45 – Why Storytelling Matters in B2B Marketing Susan explains why even technical products must connect emotionally with audiences. 10:30 – Moving Beyond Product Features to Brand Seduction How brands can create emotional connections instead of relying solely on performance messaging. 12:00 – What UpSpring Does for AEC and Product Brands Susan explains how the firm helps companies scale through integrated PR and marketing strategies. 14:00 – Using PR to Enter New Markets A creative example of how a thought leadership campaign helped a firm break into the cruise ship industry. 18:30 – Common Misconceptions About PR Why PR is much more than press releases—and why it's becoming more important in the age of AI. 22:30 – The Role of AI and Large Language Models in Product Discovery How designers are increasingly using AI to evaluate building products. 24:00 – Structuring Product Information for AI and Designers Why manufacturers must make product data clear, searchable, and accessible online. 27:00 – The Core Pillars of an Effective Go-to-Market Strategy PR, marketing, SEO, thought leadership, and industry presence. 29:00 – Why Paid Advertising Is Still Underused in the Industry Susan shares why paid media will become increasingly important. 31:30 – The Strategic Role of Trade Shows Today How brands should prepare for events to maximize ROI. 34:30 – Training Your Booth Team for Success Why most companies miss opportunities at trade shows. 37:00 – Creative Partnerships and Booth Experiences How collaborations can elevate a brand’s presence at industry events. 39:30 – Measuring Marketing ROI How brands should evaluate success across PR, marketing, and sales strategies. 41:30 – Why Brands Must Be Willing to Experiment The importance of testing strategies—even if some fail. 44:00 – Final Advice for Brands in 2026 Susan emphasizes authenticity as the most powerful storytelling strategy. 45:00 – Where to Connect with Susan Fernandez Nicole shares how listeners can learn more about UpSpring and connect with Susan. Key Quotes “Everything you use to communicate—whether it's a poster, a website, or a TV spot—has to tell a story that is seductive.” “People don’t buy in bullet points. We all buy on emotion.” “PR isn’t a nice-to-have anymore—it’s a credibility engine.” “If you want to be in an industry conversation, you have to join it before you have the experience.” “Authenticity rules. Designers want the real story, not fluff.”   Connect with Susan To learn more about Susan Fernandez and her work shaping the future of design and the built environment, connect with her and UpSpring: Connect with Susan on LinkedIn: https://www.linkedin.com/in/susanwalshfernandez/ Follow UpSpring on LinkedIn: https://www.linkedin.com/company/weareupspring/  Follow UpSpring on Facebook: https://www.facebook.com/weareupspring/  Follow UpSpring on Instagram: https://www.instagram.com/weareupspring/  Follow UpSpring on YouTube: https://www.youtube.com/@UpSpringPR  Visit the UpSpring website: https://www.weareupspring.com/ You can also reach Susan directly at [email protected].    🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ • LinkedIn: https://www.linkedin.com/company/thriveindesign/ • Instagram: https://www.instagram.com/thriveindesign/ • Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ • Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben

Many interior product brands believe they have a visibility problem. But according to Nicole Lashae Hall, the real issue is something deeper: a strategy gap. In this episode of the Thrive and Design Podcast, Nicole explores how the design industry has quietly but permanently shifted — and why many brands are still operating with outdated sales and marketing assumptions. Designers are discovering products digitally, forming opinions long before meeting a sales rep, and increasingly prioritizing brands that provide education, transparency, and meaningful narratives rather than pure product promotion. Nicole breaks down how the pandemic accelerated these changes and why hybrid work, digital-first discovery, and generational shifts (especially among Millennial and Gen Z designers) are reshaping how specification decisions happen. Brands that rely only on product visibility, trade shows, or sales-driven messaging risk becoming invisible in a crowded marketplace. Instead, success now requires alignment between marketing, storytelling, and sales behavior. Nicole shares the most common strategic exposures she sees in interior product brands today — including visibility without positioning, sales messaging without narrative, and activity without clear strategy. If your brand is investing heavily in marketing but still struggling to win specifications, this episode will help you rethink your approach and build a clearer path forward. Timestamps 00:00 – Welcome to Thrive and Design Nicole introduces the podcast and the mission: helping interior product brands turn insights into strategic action. 01:14 – The Strategy Gap Most Brands Don’t See Why many brands think they need more visibility when the real issue is strategic positioning. 02:25 – How Product Sourcing Has Changed Post-Pandemic The shift from traditional in-person sales toward digital discovery and hybrid engagement. 05:18 – The Rise of Digital-First Product Discovery Designers now research brands online before ever meeting a rep. 07:25 – What Research Shows About Designer Decision-Making Designers rely more on peer recommendations, digital platforms, and educational content. 10:33 – What Millennial and Gen Z Designers Value Most Sustainability, brand alignment, and clear narratives now influence specification decisions. 12:47 – Why Education Beats Product Promotion Brands that provide tools, insights, and learning opportunities build stronger relationships. 15:10 – What Hasn’t Changed (But Should) Trade show spending, undertrained sales reps, and disconnected marketing and sales teams. 18:20 – The Three Biggest Brand Exposures Today Visibility without direction, sales without story, and tactics without strategy. 21:00 – How Brands Can Shift Their Strategy Move from exposure to positioning, from silos to alignment, and from tactics to foresight. 23:20 – Turning Insights Into Action Why brands that win specifications operate from a clear strategic roadmap. Key Quotes “Most product brands think they have a visibility problem. What they actually have is a strategy gap.” “Designers expect brands to educate, not just sell.” “Exposure without a narrative creates awareness, but not loyalty.” “If your growth strategy assumes designers will figure out why you matter, you’re already behind.” “The future of design doesn’t reward the loudest brands. It rewards the clearest ones.”   🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: Website: https://www.thriveindesign.co/ • LinkedIn: https://www.linkedin.com/company/thriveindesign/ • Instagram: https://www.instagram.com/thriveindesign/ • Facebook: https://www.facebook.com/thriveindesign 🚀 Go Deeper with Thrive In Design Take the SpecReady™ Assessment: https://specready.co/ • Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/ 👋 Connect with Nicole Nicole’s LinkedIn: https://www.linkedin.com/in/nicoleben