Features | Michael Howard's Office Design & Fit-Out Company: Scaling to 250 People by Rejecting Bad Clients and Focusing on Core Metrics

In an episode of the "Beyond the Boardroom podcast," guest Michael Howard, a celebrated, yet private, entrepreneur, offered a deep dive into the practical philosophies that underpin his successful multi-million-pound business. His company, Maris Interiors, specializes in designing and fitting out offices and educational spaces throughout the UK. Having joined the company at age 19 when it had under ten people, Howard grew it into a large, profitable operation with approximately 250 people. This feature examines the key principles—from unyielding business math to a strict client filter—that defined the company's growth.

A No-Nonsense Approach: The Supremacy of Numbers

Michael Howard stresses that any successful business model must be founded on a "mathematical plan" that works. He warns that many businesses fail because they don't do the "basic maths" to ensure profitability, even at maximum capacity.

"I know businesses that even at their maximum potential can never make any money. They, it just doesn't work"

His core planning philosophy demands a realistic assessment of financial viability:

• Scenarios: Entrepreneurs must look at their best case, worst case, and most likely case.
• Survivability: The plan must ensure that the "worst case is survivable".
• Focus: Passion is not enough; the focus should be on the sales figures needed to make a small profit or break even.

The Sales Funnel: Converting Lookers to Clients

For Howard's company, marketing is non-negotiable, but it must be measured to justify the expense. He emphasizes the need for a seamless sales and marketing funnel. The role of marketing is to get the customer through the door while the role of the sale team is to take over once the customer is engaged. Overall, the entire process of sales must be rooted in trust and honest advice. Finally, Michael believes that the customer is key:

"Everything is not about you, it's all about the customer or the client... You've got to find the problem. You've gotta find what is their issue... And your job is to solve it"

A Non-Negotiable Client Filter: Walking Away From Bad Deals

A critical feature of Howard's success is his willingness to reject bad clients, even those offering multi-million-pound projects. His philosophy echoes a famous quote: "You can't do a good deal with a bad person. It's not possible". The decision to walk away stems from recognizing that a bad client would be a "huge disruptor" to the business, and the cost of the headache outweighs the money. He has "walked away from tens and tens and tens of millions of pounds" and has "no regrets".

The People Philosophy: Prioritizing Character Over Skill

For an office fit-out company, the team is everything. Howard’s hiring strategy is based on a fundamental belief- he values character first: He hires people he respects, who are nice, decent, and fit the culture. He'd rather "sacrifice some skill for that". He explains, "Skill is trainable. A personality... a work ethic. A decent is, is untrainable". Additionally, he calls firing people for mistakes "insane". Instead, the culture must allow employees to "put your hands up" and learn from the error.

The End Goal: Profitability

Howard concludes that the core purpose of a business is to be profitable. While treating employees brilliantly and loving customers are essential (as exemplified by companies like Pret a Manger ), if the business can't make money, it's not a good business.

▶️ Watch the full podcast now on the Aleksandra King Youtube Channel

➡️ Discover more about Michael Howard's origins as an Entrepreneur.