Johnathan H. Miller says the 'Nice Tax' is hurting design firms

Interior designer and author Johnathan H. Miller says discounting and unpaid extras are draining creative businesses of profit. He promoted his book in High Point and on NBC12, arguing designers need firmer pricing to protect margins and growth.

Why it matters: - Miller says design firms lose profit when they discount work, add freebies and avoid stating firm prices. - The book argues that underpricing can weaken margins even when a business stays busy. - The message lands for interior designers and other creative businesses facing pressure to compete on price.

What happened: - Johnathan H. Miller promoted Why Underpricing Kills Design: How to Command What You Are Worth at a packed High Point Market panel and book signing this month. - The event took place at The Learning Center at Universal Furniture alongside Jessica Duce of JDuce Design. - Miller appeared on NBC12 on Oct. 21, 2026, to discuss the book. - The book has also been profiled by Design News Now.

The details: - Miller describes the “Nice Tax” as the cost of giving discounts, adding free work and sending invoices with hesitation. - Why Underpricing Kills Design is positioned as a practical guide for interior designers and other creative business owners. - The book covers how to calculate what a business actually needs to charge. - It also argues that hourly billing can punish designers as they become more efficient. - The book advises readers to state their price without hesitation and raise rates without losing the clients that matter. - Miller says designers are ready to stop asking for permission to be profitable. - Miller said that after closing a year with more than 300 completed projects, he had to audit where the money went. - Miller’s advice is blunt: when a client asks for a price, say the number and stop talking. - Miller is the founder and CEO of Jsquared Interior Staging & Design. - Miller is also an NBC12 lifestyle contributor and Richmond, Virginia-based interior designer and business strategist. - The Real Estate Staging Association named Miller among its Most Influential in Real Estate Staging every year from 2016 through 2025. - Miller directs readers to johnathanhmiller.com for more information. - Miller’s social links include LinkedIn, Instagram, Facebook, YouTube, TikTok and Amazon Shop.

Between the lines: - The pitch frames pricing as a strategic business decision, not just a sales tactic. - Miller’s message pushes back on a common fear in creative services: that quoting higher prices will automatically cost clients. - The emphasis on profitability suggests the book is aimed at owners who are busy but still not earning enough.

What's next: - Miller will likely keep using speaking engagements and media appearances to push the book’s pricing message. - Designers reading the book are being urged to rethink pricing, billing structure and client conversations. - The campaign appears focused on turning pricing discipline into a standard business habit, not a one-time fix.