TTT-S2E49 Pulp Design Studios on Strategy, Smart Assets, and Team Culture

Beth Dotolo and Carolina V. Gentry of Pulp Design Studios explain how they manage a firm across Dallas and Seattle, sharing goals, standardized processes, and similar revenue profiles. Their rule of thumb for hiring is straightforward: when leadership spends too much time on high-value design work, they hire or reassign to ensure the right people handle the right tasks. They prioritize investing in team compensation and career paths to maintain their culture and output.Their main theme is building wealth beyond just fees. Instead of spending on flashy things, Pulp invests surplus funds into assets, like purchasing their Dallas building and a Palm Springs property they renovated into an Airbnb. The focus is on long-term stability, not quick fame. The showhouse segment also provides a creative perspective, where constraints led to memorable design features, such as a secret door and a moody lounge, which generated industry buzz and new business.Decision-making is structured. Beth tends to approve, Carolina assesses feasibility, and both rely on documented five- to fifteen-year plans with a strategist. Operationally, the team is comfortable working remotely, using cloud-based systems and simple communication tools so both offices can support each other during workload spikes. The episode offers interior designer tips on partnership, pricing strategy, resource planning, and marketing through action, not just posting.