Writing

Writing, Inside the Industry.

Every piece stays inside interior design, architecture, decor, furniture, fit-out and manufacturing.

1 September 2026
Marketing to specifiers is not marketing to clients
A meaningful share of the buying decision in this industry is made by someone who never pays the fee.
3 August 2026
What a furniture catalogue is actually for
A catalogue treated as a product list gets compared line by line. A catalogue built as an argument does not.
6 July 2026
Why interior design studios lose on fee, and what fixes it
Fee realisation is a downstream effect of positioning, not a separate problem to fix with a firmer rate card.

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