We teach Designers, Architects and KB professionals the economics, psychology, and real-world tactics behind actually making money.
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The Design Paradigm isn’t another online program. It’s a high-touch, radically committed coaching experience for Interior Designers, Architects, and KB pros ready to lead profitable, unstoppable firms.
From mastering your financials to selling value with conviction, from guerrilla marketing to leadership that commands respect — we walk it with you, every step of the way. No one in the industry matches our level of investment in your success. If you're ready to stop surviving and start leading, you're in the right place.

 You do not need more information.
You need a coach who will not let you fail.
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We are not for everyone. I am ok with that just like I am ok with not being right for all the clients either.Â
Seeking: A visionary designer who is little rebellious in thought--even if you hide it sometimes. One who wants to win it and doesn't care what others are doing--and that can be brave when you need to be even if your knees are knocking.
Actively pursuing: Designers who want to build a legacy business over the long haul that allows you to be profitable and living your best life while doing it --and most importantly, not afraid to put the work into getting where you want to go.Â
   2 opportunities to choose from that will fit your needs!Â
JOIN US!The firms I coach don’t just hope for bigger projects and bigger paydays.
They design their business models to guarantee them.
That starts with minimum client expenditures and proactive flat-fee pricing — so you’re not scrambling for scraps every month and able to project revenue.
This is exactly what we teach (and refine) inside The Design Paradigm.
No guessing. No hoping. Just smarter business, by design.

You didn’t start your design business to feel stuck, scared, or overwhelmed. You started it because you knew you had the chops to build something brilliant.
But let’s be honest: the noise out there is deafening.
Everywhere you turn, another "coach" is pushing scripts, calculators, and copy-paste blueprints that have nothing to do with the real work of running a profitable, sustainable firm.
I don’t coach like that.
I walk the talk — every single day inside my own firm.
If you’re ready to finally cut through the noise and get strategic about your business growth, you’re in the right place.
If you are--
Wanting to stand
out--and up--in a vast sea of samenessÂ
I am over it. Aren't you? Building your community franchise is the first step in keeping your pipeline full and maintaining a wait list. Â
You have a voice, a point of view and now want to reframe your business to align with that view that will make you stand out amongst your peers.
You are ready slay dragons and not be afraid of the next guy while doing it and embrace being extraordinary.Â
Aiming to love your work so much you wake up feeling the energy of a well rested creative Â
You want to work hard, play hard and find your balance while becoming more effective in processes and client management in whatever way that looks like for you--not a cheap imitation of someone else's brand success.Â
You are ready to dive in with us and do the work to discover who you really are as a business and what your happy place looks like.
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Ready to have a
plan for the future that can be executed with intention.Â
You want to know where your business is going in the next month, next year, and five years down the road that will give you more confidence in running your day to day business and be able to project profit consistently.
To make a plan and set goals is VITAL to success. Even if you course correct multiple times, who cares?
You must set the goals to achieve them.Â
I do not want to be your teacher.
I want to be your partner.Â

 Let's cut to the chase--
What makes The Design Paradigm™ program stand out amongst the competition?
Here are 8 Reasons TDP is different
than other interior design business programs.Â
1
Individualized 1 on 1 Strategy sessions
We have specific one on one meetings with Cheryl or Liz in the full TDP. These meetings are centered around milestones we set together to increase your bottom line.Â
No one else takes this dedicated time to work with you on YOUR individual business.
* Note the number of one on one meetings varies by program you choose
2
Action &Â Accountability
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We will set an accountability plan and check in on our one on one meetings to ensure moving forward and doing the work. And, weekly check ins.Â
These are easy to accomplish and doing them together as a group challenge assists in seeing what works for others too! Â
3
Marketing & Sales Focus
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Master the art of pricing, selling and marketing creativity with one of the strongest sales people you will ever meet. Our mantra is we make the engagement a "win win" for us and the client.Â
We will show you how THIS is what will make the biggest difference in your income.Â
Don't pretend to be the complete solution, but the driving force of the solution to a client's problem and be creative about it!Â
4
Library of Workbooks
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Simply put, these are epic. Easy to read and can take notes on every page.Â
"The workbooks are pure gold. This is what coaching should be about. Providing information you can refer back to you as often as needed."--TDP Designer 2023
*Note the number of books will vary depending on what level you choose.Â
5
Group workshopsÂ
Once a month Liz or Cheryl will have group office hours. Can't make it? Then you can make it another time with no stress.
 They all will be recorded. This is a 90 minute window of time to share concerns with your colleagues and specific questions to address to Cheryl and Liz.Â
6
Accessibility to us
With our signature app you can get in touch with us for questions and concerns. It is your partner life line!Â
You also can ask questions as you go along inside our learning site on any of the specific topic videos we provide. These questions are answered typically within 24 hours or sooner.Â
7
CustomÂ
Deliverables
Amazing deliverables we use in our business every day. I hate to say it out loud but it blows everything else you have seen away.
Seriously.
Cheryl is a major researcher and brainiac when it comes to how to maximize client interactions and marketing.
8
Time
to Implement
We feel the 5-6 week involvements when trying to grow a business is simply not enough time.
Yes, there can be super specific aspects you can dive into in the short term but to run a sustainable business over the long haul, it takes longer to implement changes for growth.
 If it was easy, everyone would do it.Â
Running a design firm, or any small business for that matter, is not a one-size-fits-all wrapped up in a pretty bow. It is about building the framework from the ground up and having a solid foundation that will make you recession-proof and dominating in the practice of Pricing and Positioning Creativity for optimum profitability.Â
This is truly what this entire program is about.Â
This program is challenging. It has epic twists and turns in the way you might think about business. It's not a magic wand. (but kind of similar) Â
The Design Paradigm is not for those who cannot differentiate smoke and mirrors from the real deal. I am the real deal.Â
We are a multi-faceted business strategy program with many ways to get involved and grow!
Click below to see what opportunities are available to take your business to the next level!

Why our designers trust Cheryl with their business
She is real.
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She speaks the truth and won't sugar coat where your business needs to change.
AND she runs a firm that is active and in the trenches along side you and seriously, the hands on experience is what counts the most.
Don't settle for the coach who tells you what you want to hear.Â
You need the one that will set you up for sustainable growth with great profit and the right people.
24 years of active full service design owner & experience
Live Q&A bi-weekly workshops with Cheryl to put into practice what you learn
300+ comprehensive videos to support the live workshops
1:1 strategy meetings walking through your business and meeting your goals
Partnership access to Cheryl & Liz--you are NOT just a number to us
Workbooks to take notes and keep for life
DGD Certification upon completion of the programÂ
Custom deliverables made by US with additional input after completion
 Cheryl is a Growth StrategistÂ
Do you want to own a design firm who caters to the snooty patooties and do show houses and be an Insta darling, or do you want to make insane profit, have a life outside of work with a core team of people and build a franchise of clients who adore you--and even better--wait for you?Â
Your success = my success.Â
I can't help you become famous, I can only help you make money.Â

View a list of our one on one strategy sessions based on your customized needs!
These apply to TDP Intensive and some are noted for TDP.Â
MEETING 1 - ASSESSING FINANCIALS*
MEETING 2 - GETTING TO KNOW YOUR BUSINESS
MEETING 3 - SETTING GOALS*
MEETING 4 - WHAT'S YOUR "PRODUCT" REALLY?
MEETING 5 - YOUR AUTHORITY IQ®
MEETING 6 - MARKETING STRATEGY*
MEETING 7 - PROCESSES REVIEW*
MEETING 8 - WHERE ARE YOU NOW?
**Please note four one on ones are included with The Design Paradigm and all eight are included with The Paradigm Intensive.

 Meet Cheryl
A 24 YEAR DAMN GOOD DESIGNER®, SMALL BUSINESS GROWTH STRATEGIST, PODCAST HOST & INDUSTRY WRITER
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200 or so years ago a child came roaring into the world feet first ready to show up and argue a cause. Just because. Her mother still tells the true story- the kid was screaming-“why”- from the minute she landed wrong side up and slapped the doctor for disturbing her afternoon nap.
And to this day does not give “it” a rest except when she is sleeping. Which is where you will find her only between the hours of 2am and 7:30am. A belligerent non-smoker (in case you were wondering) and a frequent challenger of anything that resembles “normal” or desired by the masses, Cheryl is a natural born contrarian who talks faster than 2x speed on a podcast.
She gravitates towards wanting to help clients and designers who are the square pegs in a world of round holes, lose earrings impossibly frequently, fall off of platform shoes and are unapologetically saucy and possesses a wicked side eye.
Relaxing is not in the skill set. Life begins and ends with family.
Her sacred words are: Why, Percipient, Whizbang and Profit.Â
Investment Options:
NOW ENROLLING.
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Not sure which option is right for you?
Email stephanie@indetailinteriors.com or click below to schedule a time to chat with Cheryl for more information on joining The Design Paradigm.Â
Actionable Additional Deliverables For
The Design Paradigm
✓ Our custom calculator for flat fees and minimum expenditure- THIS IS EPIC AND LIKE NONE OTHER YOU HAVE SEEN--ASK ANYONE WHO HAS IT!
✓ Cheryl’s custom methodology you need to be profitable and guidance to get yours right! Even those calculators you never thought you needed.
✓ The Visual Proposal - GAME CHANGER - AND reviewed by Cheryl for those that would like input.
✓ Review of website for those who wish and giving a brief impression of anything that might improve from strictly a marketing viewpoint.
✓ Custom spreadsheets for dissecting historical data, hours, post mortem jobs, budgets, material schedules and more
✓ Terminology guides, warranty disclaimers, and everything you need to know about communicating with subs and clients (including our EPIC Project Planner)
✓ Contract language for flat fees and minimum expenditure agreements.
✓ Website and Client introduction guidance and reviewed by CherylÂ
✓ Templates for the minimum spend scope of work, client facing verbiage, questionnaires, leads, training new employees, contractor agreements and more
✓ Marketing templates that you can customize and be off and running
✓ Checklists for processes you never thought about, milestone site visits and more
✓ Case studies of kitchens, baths, bedrooms and more
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If you would like the full list of deliverables please email us!
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