On the design side, that means e-design that is thoughtful and well-sourced, not templated. Working virtually gives clients real flexibility and lets me take on projects nationwide instead of only the ones within driving distance. What I focus on most is home office design, as someone who works out of one. It's the room I think about the hardest and the one I have the most opinions about.

On the marketing side, that means strategy for design firms from someone who doesn't need the industry explained to her. Marketing for a design client is not an impulse buy. It's a relationship built on trust, which means positioning and clarity matter more than volume or reach. If a firm hasn't figured out who it's really for and why that matters, no amount of content will close the gap. That's the work I care about most, and the systems around it are what keep it going.

I'm based in Phoenix and work with homeowners and design firms nationwide.