New Podcast Series: Episode 3

Susan Grossinger and Rainlight

In this episode, the third of a new series titled “Pithy Conversations with CEOs,” Trusted Counsel’s Evelyn Ashley and John Monahon speak to Susan Grossinger of Rainlight, a boutique product design studio in London and Los Angeles. Rainlight’s talented team of industrial designers create products in all areas of architecture and design that include,; carpeting, furniture, and very technical curtain wall systems. In other words, anything that touches the architecture or interiors of a building is within Rainlight’s realm. Susan explained to us during the interview, “We’re part lab, part workshop and part studio.” 

Never in a million years did Susan believe that she’d have a career in running a product design company, but she says it’s great as she finds objects and products fascinating. She has a great quote that says, “Product is about the individual and their interaction with an object. It is the most personal of the design disciplines. Whether it’s your eyeglasses, the chair you sit in, or your steering wheel, we have a visceral interaction with design that affects our day-to-day life. The opportunity that makes experience extraordinary is itself an exceptional experience.”

When we asked Susan what sets Rainlight apart from their competition, she was quick to reply. For Rainlight, it’s about taking the approach of business consulting. They consult their clients every step of the way and takes pride in being their clients’ confidant. Rainlight works alongside their clients to look at the broader picture in helping them be successful in the marketplace. For example, Rainlight will review renderings of newly designed products and explain to the client that the products are meant to pair the brand identity with the design of the client’s space. That branding is not simply a new logo of a website, the space and objects are crucial elements of the brand experience for their client’s customers. The discussion could segue to reviewing an element of the client’s marketing strategy and that’s exactly’s Rainlight’s approach, business consulting. At the end of the day, however, Susan reminded us that it’s about the products and making them work in the designated spaces.  

Susan was recently honored by the International Interior Design Association (IIDA) with a lifetime membership. She is a three-time judge of the Product Innovation Awards. When she’s not working she’s active in environmental and animal rights non-profits and has served on the Board of Directors for Heal the Bay in Santa, Monica, California for more than 15 years.

During the course of the podcast, CEOs, business owners, and C-level executives will learn:

  • About Susan and her background (which is not in architecture nor design)

  • Rainlight’s approach to working with clients in terms of “the process” for product design

  • Susan’s biggest challenge with running the business

  • Rainlight’s business priority of the year

  • Susan’s words of wisdom for show listeners

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