S9, E7: The Brand Story Blueprint: How to Get Specified by Designers with Adam Kubryk and Brooke Taylor

In this episode of Thrive In Design, host Nicole Lashae Hall sits down with Brooke Taylor and Adam Kubryk, co-founders of Vendor Bootcamp, to unpack what it truly takes for hospitality vendors to stand out, get specified, and stay relevant in an increasingly competitive market. Drawing from decades of combined experience across design, branding, and global sales, Brooke and Adam reveal why most vendors struggle to differentiate—and how shifting from product-first thinking to strategic storytelling can transform your business. They break down the “Brand Story Blueprint,” offering actionable insights on how to align your messaging with what designers, purchasing agents, and owners actually care about. The conversation dives deep into common industry misconceptions, including why vendors should stop “selling to designers” and instead empower them as an extension of their sales team. You’ll also learn how process, not just product, plays a critical role in brand perception—and why simplifying your messaging (“say less, look better”) can dramatically improve your chances of being specified. Whether you're new to hospitality or looking to scale your brand presence, this episode delivers practical strategies to help you move from scattered efforts to intentional growth.   Timestamps 00:00 Introduction to Thrive In Design and episode overview 01:00 Meet Brooke Taylor & Adam Kubryk + Vendor Bootcamp origin story 03:29 Industry frustrations and the gap in vendor-focused conversations 06:06 Why vendors must align messaging with real buyer questions 07:00 The power of dual perspectives: design vs. sales 11:00 Inside Vendor Bootcamp: process, advisory board, and insights 14:16 Market realities: differentiation vs. commoditization 18:20 Case study: building a brand story that scales globally 22:00 What designers actually need from vendors 24:00 Differentiating in crowded categories (especially custom products) 28:27 Tactical advice: stop selling to designers 30:30 Understanding ROI and where your product fits in the value chain 35:37 AI in hospitality: tools vs. strategy 42:02 What vendors must unlearn to stay relevant 45:00 Final thoughts and where to connect with Vendor Bootcamp   Key Quotes “Stop selling to designers—they’re not your buyer. They’re your sales team.” “If you’re not differentiated, you’re invisible.” “Say less. Show your best. That’s what gets specified.” “Your process matters more than you think—it’s what people remember.” “If you don’t understand how your product impacts ROI, you’re just selling something.”   🔗 Connect with Adam Kubryk and Brooke Taylor To learn more about Adam Kubryk and Brooke Taylor and their work shaping the future of design and the built environment, connect with them and Vendor Bootcamp: Connect with Adam on LinkedIn: linkedin.com/in/adam-kubryk-12003539 Connect with Brooke on LinkedIn: linkedin.com/in/brookentaylor Follow Vendor Bootcamp on LinkedIn: https://www.linkedin.com/company/vendor-bootcamp/ Visit the Vendor Bootcamp website: https://vendorbootcamp.com/ You can also reach them directly through their email below: Adam’s Email: adam@vendorbootcamp.com Brooke’s Email: brooke@vendorbootcamp.com   🔗 Connect with Thrive In Design Follow Thrive In Design for insights on design leadership, business strategy, and growth in the A&D industry: • Website: https://www.thriveindesign.co/ • LinkedIn: https://www.linkedin.com/company/thriveindesign/ • Instagram: https://www.instagram.com/thriveindesign/ • Facebook: https://www.facebook.com/thriveindesign   🚀 Go Deeper with Thrive In Design • Take the SpecReady™ Assessment: https://specready.co/ • Join the Thrive In Design: AI in Design Summit on May 20, 2026: https://tidsummit.com/