Damn Good Designer is a multi-faceted interior design business strategy coaching program.
To build a profitable, sustainable firm, you need someone helping you who has walked the talk and done “all the things” and still is making money every day. Make the choice–Do you want to uplevel from someone who has never ran a design firm (or any business) or someone who understands the nuance and pivoting necessary in this ever changing industry?
These workshops zero in on the core competencies Cheryl has been teaching since 2017: how to sell design services without feeling salesy, how to price projects so you actually profit, how to market your firm in a way that attracts the right clients, and how to read your numbers so you can make smart decisions.
Choose from multiple session topics based on what your business needs right now. If you want a concentrated hit of strategy without a long-term commitment, start here.
The intensive is meant to bring your interior design or architecture business to the next plateau with me along side as your partner and pushing you out of your comfort zone.
We are challenging the status quo in a one year partnership specific to your firm and integrating The Design Paradigm™ principles alongside eight one on one intensives throughout the year and virtually unlimited access to Cheryl.This is a custom built program incorporating all the elements of what we teach.
The best value is for those who have strong businesses in place but want to improve, grow or—simply make more money.
The Design Paradigm™ learning modalities ( written workbooks that are epic, videos, reading etc) is provided as an additional supplement of learning tools for when I work with you. We will focus on your best strengths with my best strengths to help YOU, hold YOU accountable, and achieve the goals YOU have in your interior design or architecture business.
The 6-Month Custom Track of The Design Paradigm™ is a personalized coaching experience for interior designers who want to define, refine, tighten the behind the scenes of your business and move into 2026 with a clear road map, confidence, and more control of the direction you are heading.
It’s designed for firm owners who are ready to shift from reactive mode into proactive growth—without waiting a year to make it happen.
The idea with the 6 month program is to really dig in on your processes as well as all the things included in the 3 month option.
Filling in the holes you need to fill in, setting realistic goals, getting a handle on your finances, reviewing your marketing plans, and helping you implement project pricing. (flat fees + min expenditure)
We need a minimum of 6 months to really help you with a more intentional way for your business needs. This would include a lot more on project management, construction, more marketing and specific needs.You’ll walk away with a streamlined operation, a pricing model that protects your profit, and the confidence to lead your business forward with purpose
This program is for seasoned professionals and newer designers that are ready to flip the script, make the changes and who are willing to put in the work to build a legacy business.
Less one on one time than the intensive but always unlimited questions via Kajabi platform!
Customized material to your 2 top goals/needs.
There is written material and videos we will customize for your needs after assessment is done so you are not watching things that have no value to you. This is excellent information and nothing like anything out there.
Included Business Assessments – These are done by Cheryl on her own time.
I’ve fairly recently switched to Cheryl’s business model and really like it, as do my clients. They feel more comfortable knowing what to expect to spend on my design fees (versus getting random hourly invoices all the time) as well as having an idea of what they can except to spend (at a minimum) to get the look and quality my business expects to provide. I’m not sure if you have listened to the podcasts from Cheryl, but those are a great start on understanding how she explains this to her clients.
I am doing her year-long design paradigm courses, and they have been absolutely 100% invaluable and teaching me how to sell this to a client so it’s a win-win for us both.
In booking just one or two jobs I have already paid my company back for the investment in the coaching through the design fees themselves. I cannot recommend it enough.
— Ryan Williams, Artisan Design Studio
— Colleen Langdon, Colleen Langdon Interiors
We worked with Cheryl for one on one coaching and it was an amazing and informative experience that gave us actionable tasks that vastly improved our business. Our goal was to adjust client billing, systemize order management, learn from her insight on having both a design firm and retail shop, and guidance on specific staffing and client related issues.
Cheryl gave us insight into how to consider flat rate design fees for our projects, allowing us to better position ourselves for higher profits. Her valuable formulas for calculating fees helped us to be more confident in our billing and proposals. In regards to order management, Cheryl was able to guide us on how to replicate the system she uses in ClickUp to manage design products and orders.
Now we have a system that tracks all client purchases from the design phase through order management and white glove delivery. We would highly recommend working with Cheryl as a business coach. You will save time and money from the knowledge that you will gain!
— Laura Hodges, Laura Hodges Design Studio
–Heather Mastrangeli, Innovatus Design
“I really enjoy coaching with Cheryl. She is an overflowing treasure chest of ‘real stuff’ information for a growing business. She helped solidify my decision to open a retail Shoppe in conjunction to my design studio business. Additionally, she is extremely knowledgeable about the ins-and-outs of business finances. To me, it’s important to have practical and strategic advice on how to maintain a design firm and orient to growing a successful business. Cheryl and her team do that well!”
–Candy Scott, Mood Design
“We worked with Cheryl both in one on one coaching and her group coaching program and quickly realized that we were not charging enough to cover our operating expenses and pay ourselves what we were hoping to make at the time.
She helped us understand how to calculate our profit margin, account for all of our expenses for the year, and work backwards to know how many clients we needed to have and how much we needed to charge for that work to make what we wanted to make. We also do design for custom new builds and use Cheryl’s model to come up with design fees for those projects. Being able to project our income has changed everything, but it started with understanding how much income we actually needed to run our business.
Until I shifted my mindset to understand exactly what the design fees needed to cover, I didn’t charge appropriately. I am so thankful that I met you Cheryl, you changed my life and my business. I knew I was drawn to how you were thinking about business as compared to all the other designers I was following and how they were doing it. I’m building an empire, and you taught me how to actually be profitable doing it. Thank you.”
— Shandy Arend, Collected Living Design
“I do not have a team at this point. I took the whole Design Paradigm Course that Cheryl offers. I have studied it and implemented it. To give you the data, 3rd quarter of 2023 to date every offer that we have closed on has because of the processes I have learned in this course. I know this because once we sign contract, one of questions I like answered is why they decided to go with us even though according to them our prices have been at least 18-28 percent higher. The answers since implementing TDP has been ‘That scope of work’, ‘you were so detailed right from discovery call’, ‘my friend said your regular communication through out the project was very honest and transparent’ The entire TDP program had changed my business. Every section is gold. I can say this in comparison, because I have taken multiple courses from award winning designers. None come as close as The Design Paradigm.”
— Sunita Sapru, House of MDC
— Michelle Sauter, One Coast Design
“I used Cheryl’s visual presentation format and it has changed my business. From the moment I implemented this I began closing the majority of clients that came my way.
Cheryl is clear, honest and has the best business brain. I’m so happy to have her on my side as I navigate this unpredictable world of the interior design. I just recommended her to a friend and hope she will be reaching out!”
— Tina Ramchandani, Tina Ramchandani Interiors
“I am still beaming with excitement about this new project! It’s incredible to know, from the start of the project, the total profit I will make on the project! Seriously, what are you waiting for!?!?! Your investment in coaching with Cheryl will lead you to the business you keep wishing you had! Do it NOW and thank me later! ” –Mimi Goldsmith, Style by MimiG
“The client immediately chose Option 1, signed the contract without any questions, and paid 50% upfront. Option 1 was the one I wasn’t expecting them to go for—it was primarily there to anchor Option 2—but they went for it! Thanks again for all the insights in the program—it’s already making a difference.” Sanda Stojakovic, Stojakovic Design, LLC
“I never thought I would basically be reevaluating every aspect of my business but I am!! Absolutely !! I have been in business for many years and periodically like to reevaluate the way I do things- This course is a reevaluation on steroids as it analyzes every aspect of the business. I cant wait to see what’s next!!” Michelle Gonnella, Refeather Your Nest
“The decision to join TDP did not come easy. I have been working on my NCIDQ but decided to take a step back and join TDP to grow my company. What good is having my NCIDQ if I don’t have a company or any business to run?” Laura Fullow, Laura Fullow Designs
“I just want to thank you from the bottom of my heart. I am revising and updating your project planner template for a new potential client and it’s saving my life. Thank you. It’s all of the stuff in my head that I never have organized into one place and then some. You are magic!”
–Alison Truelock, Interiors by Alison
“OMG, you are so good at this!!!! This is incredible…Really, the amount of information and verbiage is incredible. Can’t wait to start building my visual scope of work. Really if I don’t sell the project with this I will go back to baking, yes baking, wedding cake etc. I love it! Anyway…as soon as I do a pretend one I will send it to you so you can critique. Thank you so much!” Lulu Bouillion, Lulu Bouillion
“LOVE your passion Cheryl. Wanted to say thank you for today. I know for a fact, if I lived closer to you, we could be besties!! We are soooo much alike. Hope you have a great rest of your week–” Anne Capozzi, Capozzi Design Build
“My revenue doubled the first year of working together. My design fees are averaging $30,000 and minimum expenditure $85,000. Even after 22 years in business, she has taught this old dog a few new tricks. Wish I had met her and drank the Kool Aid years ago.”
— Diane Bianchini, Dream Interiors NY
“I went from an ok business with a lousy partner to totally owning the business I started, making more money, managing my costs, tracking my profits. I now have a team of 5, a full calendar and I’m opening a second shop. I could not have done this without you.”
— Christina Woody VanBlake, Home Design Furnishings Decor
“So, I think you have to be really careful in this industry about coaching. Lots of predatory practices. Cheryl is the perfect coach for someone who needs a kick in the butt to make profitable business decisions.” —Laurie Laisure, Found Interior Design Community
As a design firm looking to hone our skills and identify our blind spots, we started working with Cheryl on a consulting basis. We won the lottery with her generosity, innovative ideas, and expert sales knowledge. Seriously, she is THE sales guru! I found myself mumbling “genius…” after a few sessions. The cherry on top is her delivery. She is approachable, direct and fearless. We were able to apply much of our new knowledge towards measurable goals.--Heather Mauldin, Heather Mauldin Interiors
Hi Cheryl, hate that I missed today’s call but I was stuck in meetings. Just wanted to tell you I’m using your Contractors SOW document for a new renovation project and it’s BRILLIANT. It’s so easy to fill in and makes something that always feels like a hard task so much easier. Tiffany Froggatt, House of Charles
“I just got off the phone with them and they’re going with me! My biggest design fee yet at $92k!!! Thank you for all your guidance Cheryl!” Monika Merchant, Monika Merchant Design Studio
“Cheryl, thank you for being so dedicated and honest throughout this training so far. I have learned so much and have been able to implement small things here and there but they add up to a ton of changes that I am very confident in.” Jackie Barnes, Jackie Barnes Design
“You are amazing! Will work on it this week / next. I loved today’s meeting, you’re teaching everything I’ve been figuring out – slowly – on my own, feels great to be part of this class knowing I’ll really refine. Woo hoo, yes! Thankful to have found you :)” Diane Luna, Diane Luna Interior Design
“Without Cheryl’s coaching I’d probably have run my shop and company into the ground. So serious about that. We now have 12 employees, 35–40 active projects, and I charge flat fee with minimum spend 90% of the time. If you can’t project your profit, you can’t scale.”
— Cristi Holcombe, Cristi Holcombe Interiors
“Just sent you an email but wanted to brag on you here as well! Just got my first minimum expenditure project after taking your workshop yesterday. I felt confident and motivated to just jump right in. I was so hesitant today before meeting with my client. I almost chickened out but I’m glad I didn’t. Client felt excited, I felt relieved, a both walked away happy with the plan. Again, thank you for your knowledge and willingness to share.” Becca Friersen, R. Friersen Interiors
“I like cheryl because she kicks me in the butt when I need it. My business really took off when i started the minimum expenditure that cheryl has taught. The visual scope of work and minimum expenditure is the back bone of what she teaches and everything else follows and supports it.” Wendy Longenecker, Blooming Daisy Interiors
“Cheryl, your guidance has been invaluable, and I truly credit much of my company’s success to your wisdom and support. I’m deeply grateful for all you’ve done.” Malka Helft, Malka Helft Interiors
“I just wanted to let you know I signed my biggest project to date. Thank you so much for all of your help getting me here!” Colleen Langdon, Colleen Langdon Interiors
“Just wanted to say that I did one on one coaching with Cheryl last year and she’s a total genius! She changed my business last year and has helped me truly understand so much more about leadership, finances, and how metrics directly relate to profitability.” Sarah Hargrave, The Collective Interiors
“You’re so thorough and your passion for what you do and for helping others succeed is remarkable.” Krista Shugars, KD Designs
“I can’t thank you enough for the generosity of your time and taley that you have put into this program. I’m blown away by the wealth of knowledge you are bestowing upon us.” Sherial Starr, Starr Interiors
“Testimonial Time: TDP graduate here and my pricing mindset was one of the biggest takeaways of my year in TDP BUT, it’s supported by all the other trainings, marketing, to my ideal clients, the discovery call to sell the paid home consult, amazing home consults diagnosing the project and following it with the gorgeous, inspiring and clear but detailed visual scope of work (no boring contract language) has led me to highest fixed fees ever, commitment to very high minimum expenditures with my company, clients excited because of my professionalism, passion and clarity of my process and for me falling back in love with my business.” Megan Daughtry
“Just want respond by simply saying thank you Cheryl Nagle Kees Clendenon! You’re a badass warrior woman and everything you do for others is really appreciated” Erin Kelly, Erin Kelly Design
“Your brain may be crowded, but it’s brilliant.
I’m going to digest all of this. Thank you for sending!” Monica Guaraneschelli , Indigo Mavens
Not ready to dive in? Cheryl and Liz co-host the Damn Good Designer Podcast (available on Apple Podcasts) where they share unfiltered insights on running a design business, challenge industry norms, and occasionally argue with each other about the right way to do things. It’s free, it’s honest, and it will give you a very clear picture of whether this coaching style is right for you.
You can also join Small Business Think Big, Cheryl’s free Facebook group where designers and creative entrepreneurs share real talk about running a business. No bs no pitch-fests — just honest conversation from people who are in it every day.
Poobah, Shopkeep, Interior Designer, Rainmaker, Small Business Owner, Business Coach
2021 KBB Person of the year 2021 Design Studio winner Dallas Arts Awards 2021 Changemaker Design Hounds, NKBA Global Connect, Columnist Home Accents Today
Cheryl has spent 26 years building In Detail Interiors into one of the most recognized design firms on the Gulf Coast. Along the way, she picked up a few things and not because she chased awards, but because doing the work at a high level tends to get noticed.
She was named KBB Person of the Year in 2021, won IDS Awarda in both 2024 and 2025, received the Design Studio Winner from the Dallas Arts Awards, was recognized as a Changemaker by Design Hounds, and currently serves as a 2025 NKBA Global Connect Advisor working with international businesses. She writes a monthly column for Home Accents Today ( 5 years!) Her work has been featured in more than 80 publications including House Beautiful, Southern Living, Better Homes & Gardens, Fine Homebuilding, Traditional Home, and many more.
She’s been coaching designers and architects on business strategy since 2017 and is the creator of The Design Paradigm™ — a proprietary framework for pricing, selling, and running a design business.
And beside her through all of it: Liz Lapan, VP of Everything, accomplished designer, project manager, and the person who somehow keeps all the moving parts from flying off. Liz brings her own sharp design eye and operational brilliance to the coaching experience. Clients adore her. Subs respect her. Cheryl can’t function without her. (The air tags are real.)
Her sacred words are: Why, Percipient, Whizbang and Profit.
But please do not say the words: Package, Blocks, Red Flag, Overwhelm or Picked. Hives break out and it gets ugly.
She has two daughters, one husband, one Earl, two dogs and lives on a tiny barrier island on the gulf coast of Florida-and yes- keeps a hoodoo voodoo doll buried in the sand protecting against hurricanes.
