The Case for Investing in Relationships with Dealer Designers


In this episode, ThinkLab holds a roundtable discussion with Shelley Rosetta, consultant at dealer organization Solomon Coyle, and Meredith Campbell, host of ThinkLab’s The Learning Objective podcast. Both discuss the benefits of treating dealer designers as partners and vital members of your project team.

In this episode:

[10:33] Shelley explains live design, how it works, and why it’s unique to the dealer designer.

[18:00] Meredith and Shelley name what they see as the biggest benefits of working closely with a dealer designer.

[27:35] Meredith explains ThinkLab’s research findings on dealer designers and their preference for self-serving.

Shelley Rosetta, consultant at Solomon Coyle, and Meredith Campbell, who is part of ThinkLab’s research and content development team, dive into why it’s worth moving beyond the historical view of dealer designers — away from thinking of them as someone who simply puts the order together. Instead, they urge designers to consider dealer designers as a useful knowledge resource that can serve as guardrails.

After all, as Campbell mentions, designers in ThinkLab focus groups have said what they value most from manufacturers and distributors is someone who can save them from themselves.

Connect with our interviewees on LinkedIn:

Shelley Rosetta

Meredith Campbell

This season of Design Nerds Anonymous is brought to you by Mannington Commercial, THEMART, and NeoCon, companies doing big things to move the design industry forward.

Download our leading-edge playbook: 5 Personas and 50 Ways to Design Their Phygital Journey.

Design Nerds Anonymous is a proud member of the SURROUND Podcast Network. Discover more shows from SURROUND at This episode of Design Nerds Anonymous was produced and edited by SANDOW Design Group, with music from Blue Dot Sessions. Special thanks to the podcast production team: Hannah Viti, Wize Grazette, and Samantha Sager.


Amanda Schneider

Amanda Schneider, LEED AP, MBA is a researcher, writer, and founder of ThinkLab. Amanda is a strategic thinker with a strong background including industrial design,

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