Today on A Well-Designed Business, I am joined by Emmy Marek of Emmy Couture Designs, an award-winning full-service interior design firm based in Scottsdale, Arizona, and serving clients nationwide.
In 2016, after working for both an architectural design firm and a luxury design-build firm, where she became fluent in creating custom homes, Emmy decided to go into business for herself, opening Emmy Couture when she was only 26 years old. Since then she has spent her time growing her luxury design firm and growing her family.
Now, with two children under the age of five and projects all over the country, Emmy is a study in balance, efficiency, and organization. But she won’t take all the credit. She says it takes having a good team at home and at work is key to making it all happen. Emmy and I are discussing how she manages everything, how she finds time for herself and the relationships that mean the most to her, and why she is driven to do it all.
[2:01] Emmy talks about being a young entrepreneur—starting Emmy Couture when she was only 26 years old and having two children within the next five years.
[6:22] LuAnn asks Emmy what drives her to want to build this luxury design firm during this season of her life with young kids.
[16:29] Emmy speaks about her business growing organically and mainly through referrals, but LuAnn reminds her and everyone listening not to neglect the importance of intentional marketing.
[20:35] Emmy tells LuAnn about her design philosophy and how it crosses many aesthetics according to her individual client’s tastes.
[27:32] LuAnn and Emmy discuss the importance of staying organized and the systems Emmy uses in her business, including how she uses Mydoma.
[33:22] Emmy shares some of the ways she takes care of herself and her relationships.
[42:05] LuAnn and Emmy discuss the importance of knowing your worth and how that ties into the way you run your business.
“Your dreams can always happen if you have a good team. So whether your team is inside your business, or your team is at home, it takes both to be successful.” – Emmy Marek
“You must be intentionally marketing, especially the machine and the empire that you're building. And don't overlook it and don't take it for granted.” – LuAnn Nigara
“It is a struggle of staying organized and staying on top of things. And so you really have to be in your organized niche—keeping everything on track.” – Emmy Marek
“There are ways that we can show appreciation and give value and support the people that work for us. Because, by the way, we need them.” – LuAnn Nigara
Emmy Couture Designs is an award-winning full-service interior design firm based in Scottsdale, Arizona, and serving clients nationwide. We specialize in custom homes and whole-home renovations that blend fashion-forward style with unique creativity and livable luxuries.
With a strong background in architectural interior design and construction management, our team ensures that your complete design experience is rooted in confidence and destined for drop-dead gorgeous results.
Emily is the lead creative visionary at Emmy Couture Designs. With over 10 years of experience in the luxury residential and boutique commercial design industry, her in-depth knowledge and expertise lead clients on a beautiful design journey.
After graduating Summa Cum Laude with a B.S. in Interior Design from Northern Arizona University, Emily spent many years at an architectural design firm and a luxury design-build firm, where she became fluent in creating custom homes.
In 2016, Emily decided to channel her experience and impressive portfolio into a firm of her own: Emmy Couture Designs. In addition to her fashion - forward style, she stands out in the industry for her extensive experience designing interior architecture and managing large construction projects.
This translates to award-winning interiors where every detail is polished, elevated, and contributes to an incredible daily experience.
http://www.luannnigara.com/cob
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Book 1: The Making of A Well – Designed Business: Turn Inspiration into Action
Audiobook: The Making of A Well – Designed Business: Turn Inspiration into Action
Book 2: A Well-Designed Business – The Power Talk Friday Experts
Book 3: A Well-Designed Business – The Power Talk Friday Experts Volume 2
LuAnn’s Website
LuAnn’s Blog
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TIE #178 Eileen Hahn: Unlocking Your Joy: Strategies for Personal and Professional Fulfillment
Today on A Well-Designed Business I am joined by Monica Sharma-Patnekar, Marketing Strategist and Fractional CMO and owner of Business with Monica. We are deep-diving into how to attract your REAL audience, the ones who actually respond to your brand messaging and marketing. Monika explains how to find out what attracted your clients to you. What it was that made them choose you over your competition, what resonated with them in your messaging, and how to keep doing it to get even more clients.
[10:26] LuAnn and Monica discuss the importance of even as things change in the market, the key is always knowing who you are reaching out to.
[12:30] The multiple ways that you can determine who your “real” customers are over your “ideal” customers.
[17:00] How designers can ask their clients to have conversations about their business after their service.
[23:03] What to do with our marketing once we know how we obtain our “real” clients.
[25:30] Monica gives us a concrete example of one of her client’s success.
[32:43] Monica runs through her four D’s; Desires over Demographics Framework.
“When talking about customer interviews, remember that people love helping people. They appreciate being seen and heard.” - Monica Sharma-Patnekar
“The key is finding out how you serve your ‘real’ clients at every touchpoint.” - Monica Sharma-Patnekar
“A brand is a feeling and how you make your customers feel at every step of their journey.” - Monica Sharma-Patnekar
Monica is Brand & Marketing Strategist and Fractional CMO, helping you to elevate your brand. As a customer-centric marketing strategist Monica gives high-touch mentorship for creative business owners who want a clearer, more focused, vision for their brand. To communicate & connect with their REAL audience, without spinning their wheels on messaging, content, ads & tactics that don’t convert. So that they can impact even more people’s lives with their products and services – and feel like they have control over their own.
For Conscious business owners who care about the 5 “P”s (Product, Purpose, People, Planet, & Profit).
Monica has over 18 years of experience building brands. From her masters in business with a major in Marketing, to working with Fortune500 companies, across Brand Management, Strategy Consulting & Global Marketing, being hired by Google to coach their premium partners and now working with both larger conscious scale-ups and her passion, coaching creative entrepreneurs.
Monica is Dutch by birth. Indian by heritage. Global by choice & education. An intuitive, creative & analytical thinker. A dancer. A chai-fanatic. Raised by a single mom in a country that she made her own. A mom of 2 girls.
She brings a diverse & inclusive perspective to the work she does. From having worked with big corporates, scale & start-ups to small businesses, across regions & sectors, to her own very multicultural upbringing.
http://www.luannnigara.com/cob
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free here.
To Get on LuAnn’s Email List, text the word designbiz to 444999!
Book 1: The Making of A Well – Designed Business: Turn Inspiration into Action
Audiobook: The Making of A Well – Designed Business: Turn Inspiration into Action
Book 2: A Well-Designed Business – The Power Talk Friday Experts
Book 3: A Well-Designed Business – The Power Talk Friday Experts Volume 2
LuAnn’s Website
LuAnn’s Blog
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AWDB #36: Susan Brunstrum- Practical Advice for Project Management
AWDB: #125: Nicole Heymer- How To Brand Your Business. Yes, again! Do not miss this one!!!
AWDB: #317: Nicole Heymer: 6 Keys to Planning A Website That Makes Things Happen
AWDB: #466: Power Talk Friday: Nicole Heymer: You’ve Defined Your Brand…Now What?
As creatives, we're often expected to wear multiple hats, and today's conversation with Kylie Tyrrell, an interior designer turned mentor, lifts the veil on the exciting, challenging, and rewarding world of design and coaching.
Kylie is a seasoned interior designer with over a decade of experience in the industry. Her love for the industry has led her to mentor and guide the next generation of interior designers. She is passionate about helping women in the industry gain confidence and make money doing what they love!
“Action builds confidence” - Kylie Tyrrell
Kylie Tyrrell is a seasoned Interior designer with over a decade of experience in the industry. Her love for the industry has led her to mentor and guide the next generation of interior designers. She is passionate about helping women in the industry gain confidence and make money doing what they love. She runs a mentor program called Interiors Insider where she supports and nurtures new and existing designers to thrive. The exact program she wished existed when she was starting out.
http://www.luannnigara.com/cob
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free here.
To Get on LuAnn’s Email List, text the word designbiz to 444999!
Book 1: The Making of A Well – Designed Business: Turn Inspiration into Action
Audiobook: The Making of A Well – Designed Business: Turn Inspiration into Action
Book 2: A Well-Designed Business – The Power Talk Friday Experts
Book 3: A Well-Designed Business – The Power Talk Friday Experts Volume 2
LuAnn’s Website
LuAnn’s Blog
Like Us: Facebook | Tweet Us: Twitter | Follow Us: Instagram | Listen Here: Podcast
#6 Erika Ward: Identifying Your Transferrable Skills with Erika Ward
Welcome to a Well-Designed Business. We all know the power of outsourcing. But if you’ve outsourced before, or if you’re just considering it, you also know that it comes with its own set of headaches—from figuring out what you need to hiring to onboarding.
My guests today Shayna Pellino and Evelyn Roberts, creators of 4D Biz, understand that very well. 4D Biz is essentially a virtual team for interior designers, providing the strategy, the marketing, the admin, and even design support at the level you need for your business. Learn how their set up supports designers and why a virtual team might be right for you!
[1:02] Shayna shares her design story and how the mistakes she made led to 4Dbiz.
[17:00] Evelyn and Shayna begin to discuss the 4 pillars of support 4Dbiz offers for designers.
[19:46] Shayna and Evelyn break down how they offer business development help to designers
[24:08] Evelyn and Shayna unpack how a virtual marketing team for designers works.
[37:35] Evelyn and Shayna discuss the ways 4Dbiz offers design assistance.
[42:46] Shayna and Evelyn talk about admin support for interior designers.
“The business can suck the soul out of you if you are overworked, if you are not getting the money that you deserve and you are just putting in endless hours and you're not feeling it in your bank account.” -Shayna
“This new way of doing business is I'm all about it because every single person that works for me has a skill set in an expertise that has been identified as their superpower.” -LuAnn
About Shayna:
Shayna Rose is the CEO and Founder of both Shayna Rose Interiors and 4Dbiz. Shayna never expected to create the modern business model that would change the way interior designers run their business! 4Dbiz was born out of her own experience, failures, successes, and needs as an interior designer/business owner.
After working in the interior design industry for three years, Shayna knew she had to set out on her own. Working for someone else, Shayna was astounded by the unnecessary obstacles that she was working with - from overly-extended lead times, to a lack of custom solutions, to poor service all along the supply chain. She truly felt she had no choice but to start her own business and revolutionize the industry standard.
In 2017, Shayna Rose Interiors was born, followed by 4Dbiz in 2019. Shayna’s guiding principle is “Everyone wins.” She is most inspired by what other people see as problems. She is a solution-oriented visionary, hell bent on changing people’s lives with her ideas and execution - starting with the design industry.
About Evelyn:
Evelyn Roberts is the Co-Founder and Chief Marketing Officer of 4Dbiz. After 4 years working in digital marketing for small businesses and tech startups, Evelyn joined Shayna Rose Interiors in 2019. Since then, she has been focused exclusively on marketing for interior designers.
Working with design businesses all over the country, she helps interior designers refine their brand, create concise and powerful messaging, optimize for search engines, and set up automations that save time and achieve results.
Evelyn’s philosophy for marketing in the interior design industry is “less is more.” Understanding the hectic interior designer/business owner lifestyle, she helps designers hone in on the marketing initiatives that will make measurable progress toward their most critical business goals, within their budget.
Client testimonial, Hannah Lowe Interiors
Client testimonial, Leone Interior Designs
http://www.luannnigara.com/cob
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free here.
To Get on LuAnn’s Email List, text the word designbiz to 444999!
Book 1: The Making of A Well – Designed Business: Turn Inspiration into Action
Audiobook: The Making of A Well – Designed Business: Turn Inspiration into Action
Book 2: A Well-Designed Business – The Power Talk Friday Experts
Book 3: A Well-Designed Business – The Power Talk Friday Experts Volume 2
LuAnn’s Website
LuAnn’s Blog
Like Us: Facebook | Tweet Us: Twitter | Follow Us: Instagram | Listen Here: Podcast
Welcome to a Well-Designed Business. There are many designers out there looking to grow and scale their businesses, whether they’re coming in from a different career or launching their own firm. But what if you are working your business as a side hustle—and you actually want to keep it that way?
That’s the situation for my guest today, Cory Simon of 290 Eliot Interiors. She’s working a full-time job, keeping a healthy business on the side, and spending time with her family—all within the same 24 hours a day we all have! You might be wondering how that’s possible—and the answer comes down to efficiency.
This is a must-listen if you are juggling your interior design job as a side hustle, or if you simply want to work less hours and get more done!
[3:02] Cory shares her schedule (and how she manages to run the business working just a couple of hours a day on it!)
[8:27] Cory gives an insight into how planning and communication keep her efficient.
[24:18] LuAnn and Cory discuss how communication and client expectations matter even more when your business is a side hustle.
[33:08] Cory and LuAnn talk about the importance of saying no to the wrong client (and how to do it respectfully).
[47:42] Cory shares how viewing the client through an emotional lens helps her understand them and create a better experience for everyone.
“There is an emotional element that it is an emotional roller coaster and you're excited and you're frustrated. And every time you turn a corner people want more money. And so I think sometimes we have to really remember the emotional aspect of a renovation because people aren't just saying things, to say things. They're on an emotional journey, as well as kind of the physical journey of their home.” -Cory
“If we could just understand that the job that you say yes to that you know doesn't have the right budget is probably going to take you longer to do and you will actually earn less money at the end when you do the autopsy if you are present enough to do the autopsy of the project. And if you had just said no, you would have either put more energy into a current project and made it that much better or had the time available for a new client to come through the door. But saying yes to the wrong things is rarely a good idea.” -LuAnn
Cory Simon found her love of interior design through merchandising retail stores for over 15 years. She took her years of experience in space planning, using color and texture, and her ability to focus on the details to bring a space to life and started applying it to residential design. Starting with her own homes, varying in style and layout, along with planning and consulting on projects with friends and family, Cory loves finding the potential in every space to create something that you will reflect your personal style. Her experience in design, planning, and project management will help translate your goals into a reality.
http://www.luannnigara.com/cob
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free here.
To Get on LuAnn’s Email List, text the word designbiz to 444999!
Book 1: The Making of A Well – Designed Business: Turn Inspiration into Action
Audiobook: The Making of A Well – Designed Business: Turn Inspiration into Action
Book 2: A Well-Designed Business – The Power Talk Friday Experts
Book 3: A Well-Designed Business – The Power Talk Friday Experts Volume 2
LuAnn’s Website
LuAnn’s Blog
Like Us: Facebook | Tweet Us: Twitter | Follow Us: Instagram | Listen Here: Podcast
#909 Power Talk Friday: Traci Connell: Normalizing Wealth With The Gloss
#913 Power Talk Friday: Terri Taylor: The Importance of Money Mindset in Charging Your Worth
Today on A Well-Designed Business I am joined by Danielle Hendon, owner of 4 Corners CFO. Don’t worry, Danielle is one of those CFO’s who explains money in an understandable way to us “non-finance” people. She shares her six-part framework she uses with her clients, to handling their finances. She and her team offer calculations, information, and tools in an understandable way so then you can do what you want to do with your business.
Danielle has the technical knowledge and over a decade of experience in corporate finance and accounting to small businesses on a scale that fits their budget and their needs, and she’s ready to spill the tea. Enjoy!
[3:42] Danielle starts to walk us through her six part framework for handling your finances.
[14:50] The importance of charging enough for your services.
[16:30] The expense part of Danielle’s framework.
[25:50] Step four of her framework; budget.
[32:03] LuAnn and Danielle talk about step five in the framework, comparing your budget to your actuals
[35:34] The three components of cash that will never show up in your budget.
“When I start looking at revenue and expense with my client, we are going to talk to the bookkeeper and rearrange some things because when you pull up your statements, you should know what they mean,” Danielle Hendon
“Budget is just a plan forward for your business. We take everything we learned in the previous steps and build out a budget for the rest of the year,” Danielle Hendon
Hi! I’m Danielle Hendon – wife, mom, and Virtual CFO to small business owners.
I empower business owners to pay themselves what they’re worth and continue to put more profit in their pocket every year. I do this by helping business owners understand what their financial numbers are and WHY the numbers move. Armed with that understanding, you can take intentional steps to grow your profits.
I bring over a decade of experience in corporate finance and accounting to small businesses on a scale that fits their budget and their needs. My education and certification (as a CPA) gave me the technical knowledge. Using those skills on the job, taught me that accounting and finance is about so much more than numbers. It’s about the people. I LOVE numbers…but I have a genuine passion for people.
When my previous employer closed their doors and severed all the employees, I knew it was time to take my knowledge and passion to the people that needed it most. After helping that big business walk the path of bankruptcy until they were small… and eventually closed… I KNOW how to make big financial concepts fit small business. I started 4 Corners CFO to help business owners take a step back from the burnout, pay themselves what they’re worth, and focus on their joy and reason for serving their clients. This business has given me the opportunity to make a difference in the world because instead of helping big corporations increase share price, I get to help small business owners increase their livelihoods and legacies. And THAT is the best part of running this business <3
http://www.luannnigara.com/cob
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free here.
To Get on LuAnn’s Email List, text the word designbiz to 444999!
Book 1: The Making of A Well – Designed Business: Turn Inspiration into Action
Audiobook: The Making of A Well – Designed Business: Turn Inspiration into Action
Book 2: A Well-Designed Business – The Power Talk Friday Experts
Book 3: A Well-Designed Business – The Power Talk Friday Experts Volume 2
LuAnn’s Website
LuAnn’s Blog
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A Well-Designed Business. Today I have with me Kate Figler, of Kate Figler Interiors. After moving her firm from the northeast to Nashville, Kate exponentially rebuilt and expanded her clientele and became a well-established design name. Kate has this motto that I was excited to dive into with her that can hint: increase your success and profitability.
Listen, to my chat with Kate on the beneficial meaning of “Begin Where You Mean To Go.”
[1:51] Kate explains what she means by “Begin as you mean to go.”
[13:55] How Kate developed her processes and procedures off the bat.
[18:00] Kate’s advice in handling client onboarding.
[29:55] Explaining to the client that things may happen, but giving them comfort that you are prepared for anything and in control.
[37:40] Make sure your clients know that you respect the trades.
[40:35] Kate explains her philosophy on chasing opportunities.
Kate Figler is a Nashville-based designer who specializes in layered and timeless interiors that speak to her clients’ unique personalities and taste. A lover of color and pattern, Kate strives to create spaces that mix luxurious fabrics, natural textures, and both traditional and contemporary elements.
A graduate of Georgetown and Columbia Universities, Kate originally pursued a career in elementary education as a kindergarten teacher. However, after several back-to-back moves, she discovered her passion for renovating and decorating homes. As a mother of three children, she understands the importance of merging beautiful design with functionality — a practice she believes defines her approach. Kate comes from a long line of family-run businesses, and her years spent working in her mother’s restaurant instilled the responsibility she feels to her clients and their overall experience. She commits fully to her projects, striving to make them fun, efficient and collaborative.
While born and raised in New England, Kate’s relocation to Nashville helped distinguish her style and aesthetic. Her rooms blend both the charm of the Northeast and the tradition of the South. You’ll see a mix of elegant antiques, gorgeous textiles, and fresh interpretations of classic designs that all work together to make her rooms one of a kind.
Kate’s work has been seen in Nashville Lifestyles magazine where she was named one of Nashville’s “Up and Coming Designers” in 2021.
http://www.luannnigara.com/cob
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free here.
To Get on LuAnn’s Email List, text the word designbiz to 444999!
Book 1: The Making of A Well – Designed Business: Turn Inspiration into Action
Audiobook: The Making of A Well – Designed Business: Turn Inspiration into Action
Book 2: A Well-Designed Business – The Power Talk Friday Experts
Book 3: A Well-Designed Business – The Power Talk Friday Experts Volume 2
LuAnn’s Website
LuAnn’s Blog
Like Us: Facebook | Tweet Us: Twitter | Follow Us: Instagram | Listen Here: Podcast
#2: The Importance of Systems for a Profitable Interior Design Business With Sandra Funk Levy
#145: Sandra Funk of House of Funk: Why and How She Re-Branded her 10-Year-old Firm
#450: Power Talk Friday: Bethany Mabee: Outsource the 80% Business and Do the 20% Interior Design
#520: Power Talk Friday: Sandra Funk: The Interior Design Standard is Here!
#585: Sandra Funk: Helping Designers Improve Their Business Systems
#753: Sandra Funk: How to Grow a Thriving Luxury Interior Design Business
#801: Power Talk Friday: Sandra Funk: How Mistakes and Obstacles Led to Growth & Transformation
#845: Power Talk Friday: Sandra Funk: Stop Apologizing and Start Communicating
#861: Power Talk Friday: Darla Powell: Instagram for Interior Designers
#895: Power Talk Friday: Sandra Funk: The Millionaire Mindset for Interior Designers
Today on A Well-Designed Business, I am joined by Sara Lynn Brennan, a successful entrepreneur, CEO, and the Principal Interior Designer at Sara Lynn Brennan Interiors. Sara shares her unique philosophy on how she incorporates window treatments into her design projects, and why she considers them to be essential for creating beautiful and functional spaces.
She is an entrepreneur, CEO, and Principal Interior Designer at Sara Lynn Brennan Interiors. Sara has become the first and only full-service interior design firm in Waxhaw, North Carolina, who specializes in Transitional Designs, where she and her design-build team take spaces from Bare Bones to Beautiful by utilizing her exclusive, approachable, and stress-free design process, transforming and renovating homes from start to finish.
Sara’s design work has been nationally published six times in the last year including publications such as Romantic Homes, Traditional Home, Window Fashion Vision, and Cottages and Bungalows, who recently offered her a role as a monthly columnist. She’s also been noticed as a rising star among colleagues in the design industry being invited as a guest on podcasts, as a panelist at High Point Market, and as a host and speaker at local design events and shows.
http://www.luannnigara.com/cob
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free here.
To Get on LuAnn’s Email List, text the word designbiz to 444999!
Book 1: The Making of A Well – Designed Business: Turn Inspiration into Action
Audiobook: The Making of A Well – Designed Business: Turn Inspiration into Action
Book 2: A Well-Designed Business – The Power Talk Friday Experts
Book 3: A Well-Designed Business – The Power Talk Friday Experts Volume 2
LuAnn’s Website
LuAnn’s Blog
Like Us: Facebook | Tweet Us: Twitter | Follow Us: Instagram | Listen Here: Podcast
AWDB #463 Sara Lynn Brennan: Package Your Design Services for Profit and Clarity
AWDB #514 Power Talk Friday: Sara Lynn Brennan: Investing in Your Success
AWDB #524 Power Talk Friday: Sara Lynn Brennan: Showing Up is Not Enough
AWDB #607 Sara Lynn Brennan: Project Management with Specific Deliverables and Deadlines
Today on A Well-Designed Business, I am joined by Lorna Gross, owner of Lorna Gross Interior Design. After finishing two business degrees and leading a very successful life in corporate America, Lorna ended up disappointed and unhappy. Even as successful as she was with winning awards and being up for a promotion. It was time for her to pivot. Lorna and I discuss the art of pivoting, how to recognize when you should, and how to confidently execute it.
“I believe the universe does these things to us to get us to make a different move.” - Lorna Gross
“I am believer that everything is for a season. The key is recognizing when that season is over.” - Lorna Gross
“You have to risk failure to get to the next thing you should be doing. Sometimes it will take you several times, sometimes it will take one time. As long as you’re not stuck in the season you shouldn’t be in.” - LuAnn Nigara
Currently based in the Washington, D.C. metro area, Lorna Gross’ Louisiana and New York roots inspired
her signature blend of warmth and elegance. Her flourishing design firm, Lorna Gross Interior Design, creates homes that perfectly reflect those who dwell within. Equally comfortable hosting a five-course dinner on fine china or a raucous crawfish boil, Lorna
is a consummate hostess and expert entertainer. She is adept at public speaking and easily draws in a crowd with her innate kindness and relatability.
http://www.luannnigara.com/cob
For checklists, resources, and extra goodies from A Well-Designed Business sign up for free here.
To Get on LuAnn’s Email List, text the word designbiz to 444999!
Book 1: The Making of A Well – Designed Business: Turn Inspiration into Action
Audiobook: The Making of A Well – Designed Business: Turn Inspiration into Action
Book 2: A Well-Designed Business – The Power Talk Friday Experts
Book 3: A Well-Designed Business – The Power Talk Friday Experts Volume 2
LuAnn’s Website
LuAnn’s Blog
Like Us: Facebook | Tweet Us: Twitter | Follow Us: Instagram | Listen Here: Podcast
#858: Veronica Solomon: Cultivating Self-Awareness as a Superpower