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