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|    FOR INTERIOR DESIGN PRINCIPALS

WORKING WITH DAVID 

Each quarter, David still takes 1 or 2 designers  through his most proven and powerful 6-week process—ActionMaps. It's the only 1:1 opportunity he offers.

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A STRATEGY UNIQUE TO YOU!

The ActionMap strategic planning framework was developed by university professor and interior design business expert, David Shepherd. It was developed specifically because David realized interior design is among the most complex of all businesses to run, yet its practitioners often don't have their MBAs. 

You have what it takes

Despite this, David realized that much of what accountants, lawyers, and other so-called experts tell designers they have to do is both confusing and unnecessary. 

A strategy simplifies everything

There are only a few critical tasks and activities that you need to master, and on which you need to spend almost all of your time. Unfortunately, lacking a clear and compelling strategy, chaos and complexity will win the day and force you to spend your time not on the critical few, but on the trivial many. 

You cannot nibble away at the edges of complexity, you must blow it away! And the only way to simplify, streamline, and build a consistently profitable practice is through a strategy like those developed through the ActionMaps process. 

You'll never have to worry about anyone copying your strategy, even after they see your success because a strategy is unique to you. And no one else can be you!

SIGNS OF A LACK OF STRATEGY

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Complexity

Marketing, sales, procurement, resale, pricing, projects... Problems can mount and complexity kills profits. (And enthusiasm!)

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It Was Supposed to be Fun

You got into design to design, but how much time are you spending on the high-value creative tasks, vs. dealing with problems?

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No Differentiation

If you don't know why ideal customers will choose you, pay you more, and refer you others, it can only be due to a lack of strategy.

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Where is the Money? 

Great strategy is ultimately measured on the bottom line. Inconsistent or inadequate cash flow is the surest sign of a lack of strategy. 

WHAT IS STRATEGY?

Strategy is a choice of complementary activities that you do better than, or different
from competitors, and an acceptance of the tradeoffs.

That may sound simple, but there's a lot to unpack.

Light    CHOICE

This is perhaps the most humbling part of having, or not having, a great strategy—it's your choice! Take the case of Sally and Joe, two interior designers whose practices look almost identical in every way, yet Sally routinely earns 3X what Joe earns. Why? Only one reason—Sally made better choices about what to master, and what to let go of.  

Light    COMPLEMENTARY

A critical aspect of a winning strategy is that the skills you choose to master, must complement each other. Few giant firms are able to master multiple business practices under one roof, and no small firm can. If your essential skills are not perfectly aligned, complexity will ruin what you've built. 

Rocket   BETTER OR DIFFERENT

It often sounds impossible to entrepreneurs when told they can be the very best at something. But not only can you be the best in your market, you must be...and it's not that hard! It's just getting clear on where the areas are that by using intense focus, you can be either better or different. That's they key. 

Rocket   ACCEPTANCE OF TRADEOFFS

The beauty of a great strategy is that it requires trading off (getting rid of!) so many things that are simply eating up your time and causing problems. (Problems that often take on a life of their own.) This may be harder than it seems, but when you just stop doing the trivial things, life gets better in a hurry! 

THE ACTIONMAP PROCESS

WEEK 1 -  Clarify Your Lifetime Goals!

What else makes the hard work worthwhile? Whether you want to be able to retire someday, keep working, build a lake house, pay for colleges, or just accumulate a sum of capital, it's critical that this becomes ingrained.

WEEK 2 - Value Proposition / Ideal Client

There's more than a little trial and error here, which is why these vital topics share a week. Identify why your clients will find you irresistible (your Value Proposition) and exactly who they are (your Ideal Client.)

WEEK 3 & 4- Critical Cores

This is where your strategy lives, and where the key elements of mastery will lead to your ultimate differentiation. Coached by David Shepherd, you'll choose the five domains you must master, each drawn from your own instincts and the archives of scores of other designers.

WEEK 5 - Identify the Gaps

The challenge here is that you won't already be a master of the Critical Cores that make up your strategy. No worries...no one is. So, whether it's marketing, technology, hiring, procurement or any other domain, here you'll identify exactly what you must do to overcome any shortfalls.

WEEK 6 - Now, It's Time to Take Action!

We call it an ActionMap for a reason—once you understand the gaps you must fill, you'll create three or more Action Items to get started on each. With five Critical Cores, five Gaps, and three Action Items per Gap, this gives you the 15 specific daily actions you can take in order to achieve your highest goals...each perfectly aligned with the other.

YOUR PERSONAL COACH

DAVID SHEPHERD - UNIVERSITY PROFESSOR AND
DESIGN BUSINESS EXPERT

"This ActionMaps strategic framework I created exclusively
for interior designers has proven so effective, that it is now
the only consulting program that I offer."

Dozens of interior design firms large and small have paid $24,500 for customized ActionMap strategies to guide their future. Now, I offer an accelerated version to a few designers each quarter that sacrifices none of the impact for only $5,500! 

My Brief Bio
▪ Business School Faculty, the University of Texas at Austin. Twenty-five years teaching strategic planning and small business finance.
▪ Founder, Designing Profits Inc. Delivered over 60 live events teaching vital business skills to more than 4,500 interior designers
▪ Founder, The Best Practices Network. An executive coaching network attracting more than 450 interior design firm principals with average memberships lasting seven years. 
▪ Creator, ActionMaps Strategic Framework. Helped deliver millions in newfound profits for interior design firms large and small.

2 Openings for May/June 2026
Act Now

Questions: After securing one of  the ActionMap Framework openings, David will personally contact you via email within 48 hours. Please be ready to start the program within two weeks. You will have a weekly call with David as well as assignments prior to each call. During calls, you and David will share online mapping tools so that you can "see" your progress throughout the program. If you have any questions prior to purchasing, please email David at [email protected]. 

OUR TEAM

OLIVIA WILLIAMS

Owner

Olivia, the heart and soul of our team, is not just the owner but the visionary behind our shared dreams. Passionate about business and life, she finds joy in turning ideas into reality. Outside the boardroom, you'll catch her experimenting with new recipes, exploring the world of art, and chasing sunsets.

Olivia's competence:
▫ Setting strategic directions,
▫ Making key decisions for business development
▫ 1-1 coaching

LIAM SMITH

CEO

Liam, the captain of our ship, serves as our CEO, steering us toward success. Known for his strategic mind and love for challenges, Liam believes in fostering a positive work environment. Off-duty, he's a fitness enthusiast and adventure seeker, scaling mountains and conquering new horizons.

Liam's competence:
▫ Implementing the company's strategy
▫ Managing the team
▫ Ensuring efficient business operations

EMMA DAVIS

Certified coach

Meet Emma, our certified coach with a knack for unraveling the potential in others. Beyond coaching, she's an avid bookworm, forever lost in the realms of literature. Emma believes in the power of self-discovery, and when not coaching, you'll find her sipping tea and pondering the wonders of life.

Emma's competence:
▫ Providing coaching services
▫ Designing individual programs
▫ Ensuring the quality of coaching sessions

NOAH TAYLOR

Certified coach

Noah, our certified coach, combines wisdom with empathy to guide individuals on their unique journeys. Outside the coaching realm, he's a nature lover, finding solace in the great outdoors. Whether it's hiking trails or simply enjoying a quiet day by the river, Noah believes in the healing power of nature.

Taylor's competence:
▫ Tailoring leadership coaching
▫ Creating team development programs for enhanced professional growth

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