Why are clients comparing you on price?

When clients cannot see a difference between studios, price is the only thing left to compare. Most interior design websites describe their work in the same few words: beautiful, bespoke, timeless, considered. All true, and all said by everyone.

The Axes of Differentiation is the framework I presented at Decorex 2026. It maps eight sources of genuine difference across four families: what you create, who and where you serve, how you work, and why and who you are. You score yourself on each axis, from Generic to Owned, and find where your real position lies.

Inside the handout:

• the eight axes, each with the question that tests it
• the scoring scale, so you can see where you merely claim a difference and where you can prove it
• the three tests to run on everything you say about your studio