Design Within Reach – “Delusion Within Reach”

Pros

Decent discount on furniture. The people below executive management are competent, hard working, and passionate about design.

Cons

The executive team consists of 5 people who all have different ideas about how the company should be run and treat their employees like temps. There is no direction and Ray Brunner is more concerned with appearing right, than being right. There is a joke about Ray that goes, "He doesn't change his mind. He changes history."

Advice to Senior Management

The housing boom is over. There are not enough millionaires with the modern aesthetic to sustain $200mil a year in sales. Cut studios and focus on what you know.