Danni Kaplan shared their story and experiences with us recently and you can find our conversation below.
Danni, a huge thanks to you for investing the time to share your wisdom with those who are seeking it. We think it’s so important for us to share stories with our neighbors, friends and community because knowledge multiples when we share with each other. Let’s jump in: What do the first 90 minutes of your day look like?
I usually wake up around 7:00 a.m. First thing, I let the dog out, make some coffee, and grab a light breakfast. Then I spend a bit of time reading different sources to catch up on what’s happening in the world. After that, I indulge in about 30 minutes of guilty pleasure—scrolling through social media. Once that’s done, I hop in the shower. Every day, I also make a quick call to my business partner, or as I like to call her, Mom. After the chat, I check my emails and handle any urgent things before heading to the office. Before leaving, I take the dog for a walk, then it’s off to start the workday.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Danni Kaplan, and I serve as the CEO of Everything Creative, Inc., a home staging and interior design company based in San Diego. The business was founded nearly 20 years ago by my mom, who initially built it from the ground up with a passion for transforming spaces. Nine years ago, I joined the company, and together we have worked to expand its reach and reputation.
Today, we are proud to be the largest staging company in San Diego, consistently staging around 120 homes across the city at any given time. My mom brings her incredible creative talent and vision to the table, which has been the driving force behind our unique and high-quality designs. I like to joke that my role is to sign the checks, but in reality, I bring a wealth of corporate experience—17 years working in corporate America in the same role—that I’ve leveraged to streamline operations, implement systems, and facilitate strategic growth for the business.
Our combined approach—her creative expertise and my operational background—has been key to building Everything Creative into the premier home staging company it is today.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who taught you the most about work?
Hard work has been a fundamental value ingrained in me from both of my parents. Growing up in South Africa, I was raised in an environment where a strong work ethic was emphasized from a young age. From childhood, I learned that dedication, perseverance, and accountability are essential qualities for success. This upbringing instilled in me a deep sense of discipline and resilience that continues to shape my approach to work and life.
In my career, I was fortunate to have two exceptional mentors who played a crucial role in my development, especially in understanding how to lead and operate within a startup environment. They taught me the importance of agility, innovation, and taking ownership of challenges. I experienced many long meetings that were invaluable learning opportunities—each one honing my problem-solving skills and teaching me to confront issues directly and proactively. These experiences reinforced the importance of addressing problems head-on, rather than avoiding or postponing them.
At the same time, my mentors emphasized the significance of celebrating successes and acknowledging progress, even during the busiest times. In the fast-paced world of startups and entrepreneurial ventures, it’s easy to get caught up in firefighting and overlook the joyful moments of achievement. I learned to balance resilience with gratitude, ensuring that I, and my team, take time to reflect and enjoy the wins along the way. This philosophy has helped me stay motivated, foster team morale, and maintain a positive outlook despite the inevitable challenges that come with growth and innovation.
If you could say one kind thing to your younger self, what would it be?
Don’t do things half measure. Always do things with 120% conviction.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. What would your closest friends say really matters to you?
My closest friends would probably say that what really matters to me is authenticity and meaningful connections. They know I value genuine relationships and community, whether it’s with family, friends, or colleagues, and I prioritize honesty and transparency in everything I do. They would also say that I care deeply about personal growth and making a positive impact, both in my own life and in the lives of others. Ultimately, they see that I believe in kindness, loyalty, and striving to live intentionally—values that guide my decisions and relationships.
Okay, so let’s keep going with one more question that means a lot to us: When do you feel most at peace?
Traveling the world, meeting new people, laying on a beach, swimming in the ocean.
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