Unlocking Your Value: Lessons from The Business of Expertise
The book is a must-read for anyone looking to position themselves as a true expert, command higher fees, and build a more sustainable business.
Interior design is more than just creating beautiful spaces—it’s about solving complex problems, understanding client needs, and delivering exceptional value through expertise. Yet, many interior designers struggle to capitalize on their knowledge and skills, often underpricing their services or working with clients who don’t truly value their expertise.
If this sounds familiar, The Business of Expertise by David C. Baker offers a game-changing perspective. Here’s how some of Baker’s core principles apply to interior designers and how you can use them to elevate your business.
1. Positioning: Own Your Niche
One of Baker’s key insights is that expertise thrives within a well-defined niche. Many interior designers fear narrowing their focus, worrying they’ll turn away potential clients. But in reality, specialization makes you more desirable.
Instead of being a generalist designer taking on any project, consider positioning yourself as an expert in a specific area—luxury kitchens, boutique hospitality, sustainable design, or historic home renovations. When you specialize, you become the go-to expert for that niche, making it easier to attract high-quality clients willing to pay for your unique knowledge.
2. Expertise Over Execution
Many interior designers get stuck in a cycle of designing and project managing but fail to capitalize on the strategic knowledge they’ve built over years of experience.
Baker argues that the most valuable asset in any expert’s business is their thinking, not just their ability to execute. Many interior designers get stuck in a cycle of designing and project managing but fail to capitalize on the strategic knowledge they’ve built over years of experience.
Start thinking of yourself as a consultant first, designer second. You’re not just picking furniture and finishes—you’re solving deeply rooted problems, guiding clients through high-stakes decisions, and ensuring they get a return on their investment. Consider offering strategy-only services, charging for design consultations, or creating paid workshops that leverage your expertise beyond project-based work.
3. Commanding Higher Fees
One of the biggest struggles interior designers face is pricing. If you’ve ever felt undervalued or hesitant to raise your rates, The Business of Expertise will push you to reconsider. Baker emphasizes that experts don’t compete on price—they compete on value.
If you position yourself as a high-level expert rather than a service provider, you shift from being seen as an expense to an investment. This means charging for initial consultations, implementing value-based pricing, and setting clear boundaries that reinforce the worth of your expertise. The right clients will respect your pricing when they see the true value you provide.
4. Marketing Through Thought Leadership
Many interior designers struggle with marketing because they rely solely on word-of-mouth or social media visuals without showcasing their true expertise. Baker suggests that experts build authority through thought leadership—sharing valuable insights that demonstrate their depth of knowledge.
Instead of just posting project photos, create content that educates and attracts your ideal client. Write blog posts on how to maximize ROI on home renovations, film videos explaining design mistakes to avoid, or offer a downloadable guide on how to budget for a remodel. When potential clients see you as a trusted source of information, they’ll come to you ready to invest.
5. The Courage to Say No
True experts don’t take on every project just to stay busy—they selectively choose engagements that align with their expertise and business goals.
Not every client is the right client. Baker stresses that true experts don’t take on every project just to stay busy—they selectively choose engagements that align with their expertise and business goals.
If you’ve ever felt drained by difficult clients or projects that don’t reflect your best work, it’s time to get comfortable saying no. Define the type of work and clients that fuel your passion and profitability, and don’t be afraid to turn down opportunities that don’t fit. When you do, you’ll make space for better clients who truly appreciate what you bring to the table.
Final Thoughts: Designing a Business, Not Just Spaces
Interior design is an expertise-driven field, and if you’re not treating yourself as an expert, neither will your clients. The Business of Expertise provides a roadmap for stepping into your authority, charging what you’re worth, and building a business that serves you as much as you serve your clients.
If you’re tired of feeling undervalued, overworked, and underpaid, start implementing these principles today. Your expertise is your greatest asset—now it’s time to make sure your business reflects that.