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Episode 99: Building A Strong Team & Cultivating Growth With Kaitlyn Wolfe (Scottsdale, AZ)

Ted speaks with Kaitlyn Wolfe, founder of ICONIC, a design build firm located in Scottsdale, AZ. Kaitlyn represents the next generation of builders and designers in the industry and shares her unique perspective on starting a new business and growing it successfully.

Iconic by Kaitlyn Wolfe (Scottsdale, AZ) | Photography by Matt Keough

Kaitlyn highlights the importance of work-life balance in the industry and the need for continuous growth and adaptation in business. She discusses her approach to managing her time and projects, as well as her journey in the design industry. Kaitlyn emphasizes the importance of staying organized and also shares her experience working on various types of projects, from small remodels to large-scale renovations, and the turning point in her career when she realized she had something special. She discusses her passion for both residential and commercial design and her plans to focus on projects that align with her aesthetic vision. Kaitlyn also highlights the importance of being open to change and having a positive mindset in a fast-paced industry. Join Ted as he hears a new perspective in an aging industry.


  • [01:05] Introduction and Background
  • [03:00] Starting a Business Based on Passion
  • [04:35] Embracing Change and Building a Strong Team
  • [08:08] The Importance of Face-to-Face Communication
  • [11:50] Finding Inspiration and Recharging Through Travel
  • [16:25] Setting Goals and Celebrating Success
  • [19:30] Mastering Time and Project Management
  • [23:45] Finding Success in Residential Design
  • [28:35] Owning a business is hard
  • [32:11] How do you see the business growing?
  • [39:22] Exciting Projects Coming Up
  • [43:10] Building a Strong Team and Cultivating Growth


  • “I think I just went into it like, this is my passion, this is what I love to do.”
  • “It’s important to constantly look at your processes because you’re going to change over time.”
  • “Face-to-face is always going to trump every other type of communication.”


Kaitlyn Wolfe | ICONIC by Kaitlyn Wolfe

Iconic by Kaitlyn Wolfe is a full-service interior design studio and licensed general contractor based in Scottsdale, Arizona. Wolfe founded the firm in 2016, with an emphasis on providing elevated design solutions, detailed renderings and drawings as well as high-quality construction.

Wolfe’s passion for traveling across the globe and visiting over 48 national parks has inspired her designs to include natural textures, patterns, colors, and contrast. The firm also incorporates modern and vintage design elements, creating fresh, unique, and timeless spaces for each project.