In this episode of The Designated Designer, I’m joined by Jesse Heebner of Heeby’s Surplus and American Door Products for a conversation that goes way beyond brochures and branding!

We dig into what it really means to design with intention; where it becomes directional instead of just decorative. Jesse shares what it’s like growing a family business, navigating expansion, managing people, and making strategic decisions in an industry that doesn’t always get the spotlight.

We talk about understanding your customer’s journey, why consistency matters more than constant change, and how design, cleanliness, and organization quietly shape trust long before a sale is ever made.

If you’ve ever wondered how design fits into real-world business growth, this episode is a grounded, honest look at what happens when strategy leads and design follows with purpose.