## Just Press Send
Mitchel Zelinger settles into his office chair with the confident ease of someone who's built lasting relationships across an entire industry. Dressed in jeans, a crew neck sweater, and impeccably polished dress shoes, he embodies the blend of California casual and East Coast hustle that has defined his career in commercial furniture.
"So what are we doing here today?" he asks with characteristic New York directness, despite calling Southern California home for decades. It's a fitting question from someone whose packed schedule has him crisscrossing the region daily, nurturing the relationships that form the backbone of his business philosophy.
## From Family Business to Industry Leader
Zelinger's journey began in 1985 when he graduated from Cal State Northridge and joined his father Hugo's furniture refurbishing company, On-Site Fabricare. Recognizing the need for strategic guidance, he invited his marketing professor Bill Crookston to help expand the family operation.
"He was the doctor, and we were the patient," Zelinger recalls. The prescription was clear: Mitchel would become the company's relationship builder while his father handled operations. This division of labor laid the foundation for what would become Tangram Interiors' approach to client engagement.
## The Seven-Touch Philosophy
Crookston taught Zelinger a fundamental lesson that continues to guide his business development strategy: **meaningful relationships require patience and consistency**. "Business starts with seven touches, and you can't do all seven in one day or even one week. Things take time."
This philosophy isn't just theory for Zelinger. He shares the story of a relationship that began with a simple cup of coffee, progressed through casual meetings over several weeks, and eventually grew into one of Tangram's largest contracts. More importantly, the professional relationship evolved into something deeper.
"His kids call me uncle," Zelinger says, illustrating how business connections can transcend transactional relationships when nurtured properly.
## Mentoring the Next Generation
As Zelinger works with younger professionals entering the commercial design industry, he focuses on shifting mindsets from deliberation to action. His goal is to **eliminate the 'let's discuss' approach and replace it with 'let's do.'**
"We're in the business to provide a horizontal surface to write on and a vertical surface to define the space," he explains. "What's left after that? Relationships."
This practical approach to business development emphasizes execution over endless planning meetings. For an industry where timelines matter and client needs evolve rapidly, this philosophy of swift, decisive action can make the difference between winning and losing projects.
## The Daily Advantage
Zelinger's competitive strategy centers on a simple but powerful concept: **incremental daily improvement**. "If our competition is starting and ending their day at the same time as us, but each individual at Tangram just did one more thing, there's no way they would be able to keep up with us."
This "one more thing" philosophy applies across all aspects of the business: - One additional client touchpoint - One extra design iteration - One more follow-up call - One additional industry connection
Over time, these small daily actions compound into significant competitive advantages.
## Building Your Professional Network
For commercial design professionals looking to build stronger client relationships, Zelinger's approach offers practical guidance:
**Start with authentic connection**: Focus on building genuine relationships rather than immediate sales opportunities.
**Be consistent, not aggressive**: The seven-touch approach emphasizes patience and timing over high-pressure tactics.
**Think long-term**: Today's coffee conversation could become tomorrow's major project partnership.
**Take action daily**: Small, consistent efforts outperform sporadic intensive pushes.
## The Integration of Work and Life
"Work and life is one and the same for me. I genuinely love these people," Zelinger reflects. This integration isn't about working longer hours—it's about finding authentic satisfaction in professional relationships.
For Zelinger, this philosophy has created a career where professional success and personal fulfillment align. It's an approach that recognizes the human element in commercial design, where projects succeed not just because of technical expertise, but because of trust and understanding between all parties involved.
## Key Takeaways for Design Professionals
Zelinger's career offers valuable lessons for anyone building a business in commercial interior design:
- **Relationships are your foundation**: Technical skills get you in the door, but relationships keep you there - **Patience pays off**: The best opportunities often develop over months or years, not days - **Consistency beats intensity**: Regular, thoughtful contact trumps sporadic aggressive outreach - **Action over discussion**: Move from planning to doing more quickly - **Daily improvement**: Small daily actions create significant long-term advantages
In an industry where personal relationships often determine project success, Zelinger's approach provides a roadmap for building the connections that sustain and grow a commercial design practice.
