After a life-changing experience at a museum exhibit on David Adler homes prompted him to quit his job reporting on the fashion industry for Women’s Wear Daily and pivot into design, Josh Greene took on a series of creative roles that would shape his perspective—designing global stores for Ralph Lauren, working at storied firms in Los Angeles and New York, and eventually launching his own firm in partnership with another designer. By 2018, there was just one thing he hadn’t tried: going it alone.

“I was like, ‘I just want to keep growing and pushing and seeing where this can go,’” Greene tells host Kaitlin Petersen on the latest episode of the Trade Tales podcast. “I wanted to be able to refine my ideas, have bigger ideas, push my ideas forward … It’s a growth thing.”

So five years ago, Greene established his eponymous New York–based firm. Before he could reach new heights, however, he quickly learned he had to establish his firm’s foundation, developing a project flow that could play out identically for each client. Over time, his careful planning helped him understand the rhythm and flow of his business—and of his client relationships, which are guided by navigating the fine line between offering creative control and providing curated options.

With a handle on the nuts and bolts, he’s finally pursuing the bigger opportunities that first prompted him to make the leap to solo firm owner—including forays into developing his own product lines, which have opened the door to a whole new world of creative opportunities.

Elsewhere in the episode, Greene dives deeper into how he shaped his new firm’s back office; why better bookkeeping practices helped him understand the cadences of his business; the fee structure he has implemented to better align with how the design industry operates today; and the best strategies for bringing clients into the decision-making process without inviting overwhelm.

Crucial insight: It’s important to Greene that clients take a decisive role in the design process, which means that he’s eager to gather their input. Over the years, he has found a happy middle ground that gives clients creative freedom while saving them from decision fatigue. “I’ve gotten better at giving more concise choices. I like a lot of options—and usually I like most of them—but working through that editing process with them and in front of them has been helpful,” he says.

Key quote: “I’m the shepherd. I help you navigate this experience, and hopefully we have fun, and hopefully you feel like it’s efficient and enjoyable, and we’re working toward something that feels unique and personal to you. I want all my clients to feel that way. I take it really seriously: If you work with Josh Greene Design, you’re definitely getting Josh Greene.”

This episode was sponsored by Regina Andrew and Room & Board. Listen to the show below. If you like what you hear, subscribe on Apple Podcasts or Spotify.