231: Brian Woulfe | Every Day Is a Learning Day

Today we welcome Brian Woulfe, founder and director of Designed by Woulfe, an international design studio based in London. In this episode, Brian shares his journey from musician to design business owner, his experience growing and leading a team, and his biggest revelations about the business of design. We also discuss his relationship with profit and how working with a business coach revealed game-changing opportunities for structure, efficiency, and team culture for his interior design business.
SHOW HIGHLIGHTS
• Brian shares his unconventional journey from musician to interior designer and how taking unexpected opportunities led him to establish an international interior design studio with projects across five continents.
• Learn how Brian grew his design business from a one-person operation to a large international team and why identifying his strengths and weaknesses was essential to becoming a better leader.
• Discover how hiring a business coach transformed Brian's approach to delegation, staffing, team structure, and operational efficiency, revealing opportunities to maximize his team's creative potential.
• Brian explains the importance of building a supportive network of interior designers with similar business models and experience levels, as well as developing intentional mentor-mentee relationships.
• Explore Brian's perspective on overcoming imposter syndrome as an interior designer, embracing new challenges, and using open communication to build confidence and stronger professional relationships.
• Learn why understanding the true hourly cost of every team member—including salaries, overhead, benefits, and professional development—is critical to setting profitable interior design fees.
• Brian shares why problem-solving, humor, and a willingness to learn from mistakes are essential skills for surviving and thriving in the interior design industry.
• Hear Brian's personal definition of success and why earning the respect of his team, fostering a positive studio culture, and creating a fulfilling work environment matter more than financial status alone.
NOTABLE QUOTES
• "Business is business. So how you communicate, how you market yourself, how you network, how you do your finances, what you do about profitability, the crux of it, they're all the same."
• "Never throw anyone under the bus. The team is the team, and you have to support the team, and that's where you will get the most respect from your peers."
• "But profits are really important. It's the only way you can grow a business. It's the only way you can grow your team. It's the only way you can keep talent."
• "Rome wasn't built in a day, and it, you have so much to learn, and I'm still learning absolutely every single day, and you just need to go with that."
SUPPORTING RESOURCES
• Designed by Woulfe Website: designedbywoulfe.com
• Designed by Woulfe Instagram: instagram.com/designedbywoulfe_
• Brian Woulfe Instagram: instagram.com/brianwoulfe
SPONSOR LINKS
• Design Manager & Design Spec: designspec.com/survivalguide — Explore both platforms and receive 10% off your subscription.
• Interior Design Society (IDS): interiordesignsociety.org — Use code DBSG75 for $75 off a new membership.