In season 9, episode 2 of the Thrive In Design Podcast, host Nicole Lashae Hall welcomes Cheryl Durst, Executive Vice President and CEO of the International Interior Design Association (IIDA), for a powerful conversation about expanding the role of interior design beyond aesthetics and into measurable business and human impact.

S9, E3: Strategy That Sells: Why Most Product Brands Are Underprepared for the Future of Design with Nicole Lashae Hall

Are you a CEO, VP of Marketing, or Sales Leader at an interior product company looking to grow in the hospitality or home design markets? The Thrive In Design Podcast is your go-to resource for innovative marketing strategies, brand storytelling techniques, and sales tactics that help you stand out in a competitive, design-driven industry.Hosted by Nicole Lashae (Ben) Hall, Design Strategist and Founder of Thrive In Design, this weekly podcast offers actionable insights and expert interviews that help you position your brand, engage the A&amp;D community, and scale your impact in the built environment. From product launch strategy to tradeshow optimization, digital marketing to dealer enablement — each episode gives you the tools to amplify visibility and drive measurable growth.🎯 Topics we cover:- Interior product marketing and brand positioning- Sales enablement strategies for the design industry- How to increase visibility with architects, designers, and specifiers- Hospitality and residential design market trends- Leveraging podcasts, content, and events to drive demandWhether you’re launching a new collection, entering new verticals, or refining your go-to-market strategy — this podcast will equip you to lead with clarity, creativity, and confidence.🌐 Visit our website: www.thriveindesign.co📅 Sign up for our next live training: https://training.thriveindesign.co💌 Subscribe to our email list: https://podcast.thriveindesign.co