The Unicorn Profile in the Interior Design Industry

If you’ve ever been in a position of leadership within the interior design industry, I’m sure you’ll relate to the concept of the “unicorn profile”.

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For some time now, there’s been a lot of discussion about the concept of multiple intelligences and the idea that intelligence can’t be defined as a single, general ability. However, you and I both have seen people with these unicorn profiles who somehow excel at more than one critical aspect in our industry; in fact, I’ll even dare to say you might consider yourself one of these mystical creatures. I’ll circle back to that in a bit.

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In our interior design industry, the unicorn profile stands out particularly when we see architects and designers who are exceptional with both technical and creative abilities. These individuals can visualize complex compositions effortlessly, solve spatial problems in a heartbeat, and come up with creative, unique ideas that challenge the norm and set new trends. If you’ve been around long enough, you’ll agree this is very hard to do.

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But it doesn’t stop there. A true unicorn also possesses social intelligence—they understand the sales language, the psychology of a sale, and can put out the right words at the right time. They know how to read clients, build relationships, and guide a conversation towards closing a deal. This blend of technical, creative, and social skills is what makes them so extraordinary.

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Now, let's dig deeper. Why are these profiles so rare to be called “unicorns”? It's because they possess a blend of skills that typically reside in opposite hemispheres of the brain. On one hand, they have the meticulous attention to detail and precision required for technical drawings, space planning and software mastering. On the other, they have the imaginative flair and innovation needed to conceptualize and bring to life stunning, trendsetting designs. Bridging these capabilities and also being able to articulate ideas in a convincing way is no small feat.

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So, why do I think you might consider yourself an unicorn?

Because unicorns will grow, and in our industry growth translates into being leaders in what we love to do the most, and if you’re like me, it has to be design related. It can be opening a design store, building a personal brand, or like in my case, build a team that’s obsessed with developing the most sustainable way for architects, designers and distributors to serve their clientele faster and reliably.

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But here’s the catch: banking on finding and retaining these unicorn profiles is like betting on winning the lottery. It's a risky strategy for any business. The interior design industry is notorious for high turnover rates, and when these unicorns move on (because they will just like you did), they take with them a wealth of knowledge and experience that’s hard to replace. What’s left behind is a significant gap that can disrupt your business operations and client satisfaction.

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So, what can you do? Should you continue the hunt for these elusive unicorns and hope they stay? Or should you take a different approach?

This is where the idea of specialization and support comes in, I call it “splitting” the unicorn profile. Instead of relying on a single individual to carry multiple critical roles, why not build a team where each member excels in a specific area? By doing this, you create a more stable and reliable operation. Your designers can focus on what they do best—designing—and your sales team can concentrate on selling. This perfect mix comes with a new minor obvious issue though: budget.

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What’s more expensive, an unicorn or the designer + salesperson combo?

Like all things in life, it depends.

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Can you win the lottery? Yes. Can you win the lottery twice in a row? Yes…but what are the odds?

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If you find the perfect person that’s also not asking for C-Level salary, you could even give them nice benefits and still be less expensive than a team of 2, but I wouldn’t bet on finding an affordable unicorn anytime soon, besides, you already know they’ll eventually leave.

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What I would bet on, is that the process it takes to look for, find, train and retain such a specific profile is way more expensive than actually growing the team.

In the end, it’s safe to say it’s a necessity for architects, designers and distributors to split the profile and hire specific people for each specific task. There’s no other way.

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Or is there another way?

Imagine a scenario where you focus on finding the best sales associate, who may or may not have a design background but has sensibility and good taste. Imagine they center their attention on nurturing client relationships and generating business opportunities; with every new project, they submit a request to a centralized team that’s highly experienced in your niche and within 48 hours, the branded project presentation or technical drawing is ready to be presented to close the deal.

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This not only speeds up the sales process but also ensures consistency and quality in every proposal -and a lot more benefits-. It’s a win-win situation that allows your team to operate at its best without the constant stress of trying to be unicorns.

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That idyllic situation is possible with today’s technology and with the support of a company that’s obsessed with developing the most sustainable way for architects, designers and distributors to serve their clientele faster and reliably.

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That’s where services like Prontto come into play. By providing specialized support in areas such as 3D visualization and technical drawings, you free your team from the impossible task of being everything at once. Instead, they can rely on a dedicated team of experts to handle the heavy lifting, ensuring that your designs are not only beautiful but also technically sound and ready for implementation.

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So while unicorn profiles are extraordinary and highly sought after, building a sustainable and efficient business means looking beyond these rare finds. It’s about creating a robust support system where specialized skills come together to form a cohesive, high-performing team. And who knows? By leveraging external expertise and focusing on what each member does best, you might just create your own “blessing” -herd of unicorns- within your organization while forgetting about the budget issue we mentioned before.

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Join our conversation about industry insights and best practices on our Facebook group. We’d love to hear your thoughts and experiences with finding and retaining unicorn profiles in your own teams.

If you’re ready to optimize your operation, check out Prontto’s services and pricing.