In this episode, we sit down with Craig from Artisan Exterior, a leading name in natural stone surfaces for residential and commercial spaces, for a powerful conversation on creative leadership, brand building, and staying visionary in the fast-evolving world of interior design, architecture, and construction. From humble beginnings—two mobile displays on utes and a single container of stock—Craig and his brother Chris carved their niche in the pool and landscaping industry through grit, precision, and an obsession with quality. While Chris has since moved into new ventures, Craig has quietly but powerfully steered Artisan Exteriors into a trusted and influential brand, known for its design-forward thinking, premium products, and standout marketing. We unpack what it takes to scale a design-focused business in a competitive market, why stepping back to forecast and think big is essential for long-term success, and how ego can sabotage even the most talented teams. Craig shares his views on branding for builders and designers, the power of trust and team culture, and how staying humble has helped Artisan Exteriors lead with clarity and purpose. Whether you’re an interior designer, architect, builder, or creative entrepreneur, this episode offers rich insights into growing a brand that lasts—by staying rooted in vision, values, and real connection. 00:00:00 – The Hidden Cost of Ego in Creative Business 00:01:23 – Meet Craig from Artisan Exteriors: A Vision-Driven Brand in the Built Environment 00:02:10 – From Utes to Industry: The Origin Story of Artisan Exteriors 00:02:46 – Evolution of the Business: Team Changes and Staying True to Vision 00:11:01 – What It Really Means to Be a Creative Business Owner 00:11:49 – Managing Stress, Mindset & Mental Health in the Construction Industry 00:14:51 – Adapting Through Crisis: COVID-19’s Impact on Supply, Projects & Planning 00:31:22 – Industry Trends & Global Influence: What’s Inspiring Local Projects 00:33:24 – Why Innovation Matters in Design, Architecture & Materials 00:36:00 – Specifying Early: The Key to Custom Projects Running Smoothly 00:42:18 – The Hidden Challenge: Stock, Storage & Supply Chain Realities 00:44:51 – Why the Construction & Design Industry Is More Complex Than It Looks 00:46:51 – Delivering Excellence: Project Completion & Client Satisfaction 00:48:25 – Standout Projects: Creative Highlights from the Artisan Exteriors Journey 00:51:45 – Building Trust: The Power of Authentic Industry Relationships 00:52:06 – Lessons from the Job Site: Reflecting on Past Projects 00:52:34 – Dropping the Ego: The Key to Sustainable Leadership 00:59:37 – Empathy in Business: Sharing the Real Stories Behind the Work 01:01:41 – Where to Explore Artisan Exteriors Products & Projects 01:02:24 – The Most Chaotic Home Renovation Moments 01:02:52 – Managing Project Chaos: What Happens Behind the Scenes 01:03:56 – Designing His Own Space: Craig’s Personal Home Journey 01:04:50 – Integrating Artisan Products into Everyday Living 01:06:01 – How Natural Stone Impacts Function & Feeling in the Home 01:06:29 – Future Plans: Dreaming Up the Next Build 01:07:15 – Final Thoughts: Leading with Vision in the Built World
