Do Not Build Your Company On Borrowed Land

TikTok is the ultimate gaslighter—and if the whole "TikTok Ban" saga taught us anything, it’s this: never rely on just one platform. Diversify, always.

I always say I’m more than an interior designer—because I am. And whenever anyone (especially those curious about entering the design world) gives me the chance, I hammer home this truth: first and foremost, I’m in sales. Interior design? That’s maybe 1/10th of my job—and, let’s be honest, the most fun part. The rest? It’s business, baby. Logistics, procurement, client relations, workroom management, accounting, invoicing, and a whole lot of promotion.

Speaking of which, here’s something I’ve learned along the way (and from binging every Lewis Howes and Ed Mylett podcast back in the day): you can’t build your brand on borrowed land. Let me explain. Instagram, TikTok—they’re landlords (and talk about the ultimate gaslighter!). They own your content, control the algorithm, and hold all the data: email addresses, demographics, psychographics. Sure, you get a little peek at who your audience is, but you don’t own it. If the algorithm shifts, if the platform disappears, or if you get hacked—poof, it’s all gone. You’re SOL (again, my mother would be mortified but- sh*t outta luck).

That’s why every brand is now begging for your email address (“20% off your first order!”). It’s not just about driving sales; it’s about capturing you. Direct access is the ultimate power move. The same goes for creators flocking to Substack. They’re building their own platform, their own space. Because the truth is, you can’t afford to be at the mercy of someone else’s algorithm.

For me, this principle goes beyond content. Whenever I do a shoot, people always ask, “Why does it cost so much?” Simple: I insist on owning my images. I want control over where they go, just like an artist controlling how their music is used (hello, Taylor Swift). If you’re a designer, a creative, or anyone trying to build something, let this be your wake-up call: think like a businessperson first. Capture your clients. Build your own footprint. Own your narrative. Because borrowed land? It’s never yours to keep.

So, with that, I am once again going to be shameless and ask you—please subscribe. Yes, of course, I want your email address (who doesn’t?), but more than that, I want to know who you are. I want to create content that resonates with you. This is free, this is for me, and this is for fun. Let’s build something amazing—together.