The phrase ERIPSNI EM DNA I LLIW ERIPSNI UOY is rubber-stamped on a lime green post-it note and stuck to the back of the seminar handout for Greg O'Neal's "Smoke & Mirrors" merchandising seminar. "I am such an oddball," he said. "The first rubber stamp was accidentally made in reverse, so green-as-grass me, instead of tossing it, I used it to draw attention to this" he said, lifting the Post-it to reveal the mirror image, INSPIRE ME AND I WILL INSPIRE YOU.

O'Neal, the 38-year-old owner of Philosophy Design, continually pokes fun at himself with the confidence of a right-brain/left-brain personality type whose creative and analytical processing mechanisms are in perfect sync. Four years ago, he made the choice to bring his 17 years of experience as a designer/businessman back to Dallas to start his own company.

This year he's been involved in a variety of projects, including showroom redesign and expansions in High Point, Dallas and Atlanta, and merchandising and branding work for Revco International, Three Hands Corporation, Jetmax International and Mary Kay Corporation. He's putting the finishing touches on 16 new product designs for Revco to debut in High Point, and assisting longtime friend and mentor Roberta Schilling with the launch and branding of her new line of handmade furniture from Brazil.

Closer to home, O'Neal is excited about the interior he just completed for Shinsei, a new Dallas restaurant owned by Lynae Fearing and Tracy Rathbun, spouses of celebrated chefs Dean Fearing (The Mansion on Turtle Creek) and Kent Rathbun (Abacus, Jasper's).

O'Neal grew up in Anna, Texas, and remains firmly grounded with small-town values and a strong work ethic. "It was such a small town — everyone was like family, and there's just a certain work ethic and ingrained common sense that you learn and you recognize in people who grew up in a place like that." He adds he had a lot of chores, a happy childhood, and a mom who "never, ever" got upset with him for continually rearranging the furniture.

He maintains close ties with older cousin Kelly O'Neal, owner of Dallas-based Legacy Trading, whom he followed into the business. "Kelly was selling furnishings and apparel in kind of a grown-up Urban Outfitters, and I thought, wow, that's awesome, because he was one of the few people I knew who loved what he was doing."

After earning a business degree from the University of North Texas, O'Neal went to work for his cousin and the two later ended up with a store in an old bank building in the Sundance Square area of Fort Worth. The home office of Pier 1 Imports was down the street, and O'Neal eventually joined the company as a buyer. A few years later, he ended up at the Four Hands' showroom in Dallas, "which led to other things."

O'Neal said he believes efficient product development is his real forte, especially in the international arena. After years of traveling the globe as a buyer and designer, he credits the ability to work with, instead of against, the process as part of his success. "I go into a factory, for example, and look to see what they can't do, then design with that in mind." He advises patience, and says it's important to remain flexible.

When asked about the recently completed Shinsei restaurant project, he breaks into a big smile. "I'm hyperactive and don't like to read unless there are lots of pictures, but when I'm alone I enjoy reading quotes by people like Mother Theresa, the Dalai Lama, things to take me over in that direction ... you know ... so I put my favorite quotes all over the restaurant using vinyl signage. It comes in so many stock colors and sometimes takes on a really cool 3-D effect."

Nature is a big inspirational source for O'Neal, who recalls a recent showroom in which he completely covered the risers in moss, "so it looked like the furniture was coming from the earth." O'Neal's Dallas residence is mid-century modern, but he retreats to a log cabin in the Oklahoma wilderness to return to his roots and refuel his imagination. "There's nothing there except deer, 70-foot trees, and white rock roads. I just can't wait to go back — grab my dogs, head to the woods ... it's really serene and amazing."

By the time O'Neal started Philosophy Design he had made a lot of friends and contacts, and had to learn to pace himself. "I love what I do, I want to do so much and there are so many people I want to work with," he said. "The first year Philosophy opened, the hardest part was just staying focused on the business part of the business."

He merchandises on a budget, conducts seminars on the subject, and has been known to turn scrap such as wood shavings from furniture into successful peripheral products. "It's just embedded in me — never throw anything away."

He prides himself on being different, and hates doing the same thing twice. "The second time I was invited to present at the Dallas Market Center it was hard to imagine doing the same thing all over again, but when they (new temp exhibitors) start to show interest and ask questions, it's so inspiring that I could talk for 300 hours."

O'Neal in the Roberta Schilling space in Las Vegas.

O'Neal combines nature's bounty with unexpected details to create interest and draw attention in a Dallas storefront window.

Boxers Graham and Ruby accompany O'Neal on weekend trips to his log cabin, where he retreats to refuel his creative engine.