Why Good Interior Design Boosts Your Business Success (video)

In today’s competitive business landscape, the physical environment is more than just a backdrop—it’s a strategic asset. In a recent expert interview series, host John Golden sat down with Liat Siegel, founder of Haider Interiors and a leading strategic interior designer based in New York. Their conversation delved deep into how ROI-driven design can transform real estate investments, business environments, and ultimately, the bottom line.

Below, we break down the main themes and actionable insights from the episode, offering a comprehensive guide for business owners, real estate investors, and developers looking to harness the power of interior design.

1. Recognizing the Value of Design in Business

Key Insight:
Liat Siegel challenges the misconception that physical space is secondary to a business’s products or services. In real estate and many business settings, the space is the product.

Why It Matters:

• First Impressions: The design of your space is often the first interaction customers and employees have with your brand.
• Emotional Impact: Well-designed spaces make people feel good, increasing the likelihood they’ll stay longer, spend more, and return.
• Brand Differentiation: In crowded markets, design can set your business apart and reinforce your unique value proposition.

Actionable Advice:

• Audit Your Space: Walk through your business as a customer would. What emotions does it evoke? Does it align with your brand promise?
• Invest in Design: Treat design as a revenue-generating investment, not a cost center.

2. Avoiding Common Design Mistakes

Key Insight:
Many businesses jump into renovations or new builds without a clear, strategic plan, leading to costly mistakes.

Common Pitfalls:

• Lack of Planning: Hiring contractors or architects before finalizing finishes, furniture, and flow.
• Inaccurate Bids: Without detailed plans, bids are often off-base, leading to change orders and budget overruns.
• Extended Timelines: Poor planning results in delays and lost revenue.

Actionable Advice:

• Develop a Comprehensive Design Plan: Before engaging contractors, work with a designer to map out every detail.
• Prioritize Flow and Function: Consider how people will move through and use the space.
• Budget for Contingencies: Even with the best planning, unexpected issues can arise—plan for them.

3. The Strategic Design Process: Liat’s “Road Method”

Key Insight:
Liat’s proprietary “Road Method” (Return on Environmental Design) ensures every design decision is tied to ROI and business goals.

Process Breakdown:

• Comparative Analysis: Research similar properties to benchmark occupancy rates, rental prices, and design features.
• Strategic Planning: Use data to inform design choices that will elevate your space above the competition.
• Maximizing Square Footage: Every inch should serve a purpose, whether it’s driving sales, improving workflow, or enhancing customer experience.

Actionable Advice:

• Leverage Market Data: Don’t design in a vacuum—understand what works in your market.
• Set Clear Objectives: Define what success looks like (e.g., higher occupancy, increased sales, improved employee retention).
• Measure Results: Track key metrics before and after redesign to quantify impact.

4. Navigating Client Opinions and Building Trust

Key Insight:
Design is subjective, but a strategic designer acts as both advisor and partner, guiding clients toward decisions that serve their business.

Best Practices:

• Effective Communication: Clearly explain the rationale behind design recommendations.
• Negotiation Skills: Be prepared to mediate between differing opinions, always tying choices back to business goals.
• Building Trust: Demonstrate expertise and a track record of results to earn client confidence.

Actionable Advice:

• Educate Stakeholders: Share case studies and data to support your recommendations.
• Stay Open to Feedback: While expertise is key, listening to client concerns ensures buy-in and satisfaction.

5. Balancing Trends with Timelessness

Key Insight:
While trends can inspire, the most successful designs are those that capture the essence of a brand and remain relevant over time.

How to Achieve This:

• Brand-Driven Design: Extract the core values, colors, and personality of your brand and translate them into the physical space.
• Selective Trend Adoption: Incorporate trends in ways that enhance, not overshadow, your brand identity.
• Future-Proofing: Choose materials and layouts that will age gracefully and adapt to evolving needs.

Actionable Advice:

• Conduct Brand Workshops: Work with stakeholders to define the brand’s visual and emotional identity.
• Create Mood Boards: Visualize how brand elements will come to life in the space.
• Review Annually: Reassess the space periodically to ensure it continues to reflect the brand and meet business objectives.

6. Aligning Online and Physical Brand Presence

Key Insight:
A disconnect between your digital and physical presence can erode trust and confuse customers.

Best Practices:

• Consistency is Key: Use the same colors, fonts, and design motifs across all touchpoints.
• Seamless Experience: Ensure that the feeling customers get online matches what they experience in person.

Actionable Advice:

• Brand Audit: Review your website, social media, and physical space for alignment.
• Update Regularly: As your brand evolves, update both digital and physical environments to stay in sync.

7. Harnessing the Emotional Impact of Design

Key Insight:
People may not always notice good design, but they feel it. The right environment can foster confidence, comfort, and loyalty.

How to Leverage This:

• Subtle Cues: Use lighting, textures, and layout to create a welcoming atmosphere.
• Avoid Cognitive Dissonance: Ensure every element reinforces your brand message and values.

Actionable Advice:

• Solicit Feedback: Ask customers and employees how the space makes them feel.
• Iterate: Make small changes and observe the impact on mood and behavior.

8. Optimizing Work Environments for Productivity and Culture

Key Insight:
A well-designed office isn’t just about aesthetics—it’s a tool for boosting morale, productivity, and company culture.

Key Elements:

• Balance Openness and Privacy: Provide spaces for collaboration and focused work.
• Infuse Company Culture: Use brand colors, values, and stories throughout the space.
• Support Wellbeing: Incorporate natural light, ergonomic furniture, and biophilic elements.

Actionable Advice:

• Employee Surveys: Gather input on what employees need to do their best work.
• Flexible Spaces: Design areas that can adapt to different tasks and team sizes.
• Celebrate Success: Use design to highlight company achievements and milestones.

9. Engaging Employees in the Design Process

Key Insight:
Employees are the primary users of your space—their input is invaluable.

Benefits:

• Increased Buy-In: Employees feel valued and are more likely to embrace changes.
• Better Functionality: Designs are more likely to meet real-world needs.

Actionable Advice:

• Host Workshops: Involve employees in brainstorming and decision-making.
• Act on Feedback: Implement suggestions where feasible and communicate the reasons behind final decisions.

10. Measuring the Impact: Real-World Results

Key Insight:
Design isn’t just about looks—it drives measurable business outcomes.

Case in Point:
Liat shared a story of a receptionist whose mood and performance improved dramatically after a redesign, leading to better client interactions and business results.

Actionable Advice:

• Track KPIs: Monitor metrics like employee satisfaction, customer dwell time, and sales before and after redesign.
• Share Success Stories: Use positive outcomes to build momentum for future design investments.

Design as a Strategic Business Tool

Thoughtful interior design is a powerful lever for business success. By prioritizing planning, aligning design with brand and business goals, and engaging both customers and employees in the process, you can create spaces that drive revenue, foster loyalty, and set your business apart.

Ready to transform your space?
Start by auditing your current environment, engaging a strategic designer, and making design a core part of your business strategy. As Liat Siegel and John Goldman remind us, first impressions matter—and the right design can make all the difference.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.