How Sara Story found the perfect length for a client meeting
Sara Story, a New York–based interior designer, embraces challenges in both her personal and professional life. She tackles significant physical feats annually, such as marathons or mountain climbs, to push her boundaries and maintain focus, a mindset she applies to navigating the complexities of the interior design industry. Her upbringing in Tokyo and later Texas exposed her to a diverse range of interior aesthetics, from the edited Japanese styles to the relaxed Texan sensibilities. After completing a psychology degree, Story pursued architecture and interior design, eventually working with Victoria Hagan before establishing her own firm in 2003.
Story's design work, which frequently draws inspiration from fine art, has garnered critical acclaim and magazine features. She is set to release her debut book, "The Art of Home." In discussions on "The Business of Home Podcast," Story shared insights into her professional journey, including the intricacies of hiring and retaining staff, and the critical importance of establishing clear boundaries with clients.
Her background in psychology has been particularly instrumental in her approach to client interactions. Story emphasizes the significance of timing in client meetings, concluding that an optimal duration is approximately two hours. She explains that meetings typically begin with a positive reception of design concepts; however, extending beyond this timeframe can lead to clients overthinking and second-guessing, causing a decline in momentum. This precise understanding of client psychology allows her to maintain productivity and positive client relationships.
Story also highlighted a crucial business insight she gained: the inextricable link between an efficient business and a successful one. While creativity is paramount in design, she stresses that effective business operations are equally vital. She credits Victoria Hagan for teaching her the practical aspects of running a design firm efficiently, asserting that while creative talent might be inherent, business acumen often needs to be learned and cultivated. This balance of creativity and business efficiency is a cornerstone of her firm's success.
In a related segment, "The Thursday Show" podcast, hosts Dennis Scully and Fred Nicolaus discussed current design industry news, including Amazon's exit from the furniture business, advancements in AI-generated building materials, and the impact of dorm-room shopping on retailers and designers. Designer Summer Thornton also contributed to the discussion, detailing her new hospitality project, Casa Rosada, located in Mexico.
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TXDW Dallas — Sara Story Talks Layering, Collections and Pedigreed Furniture
