#35: I sit down with Mark Zweig, Founder & Chairman of Zweig Group, to unpack one of the most common frustrations I hear from architects: “How do I market when I don’t have time?”
Mark shares why time is never the real issue, why most architects confuse marketing with selling, and how small, consistent actions build a pipeline that reduces pressure on the sales process. We talk about specialization, consistency, building your list, and the simple activities that add up to demand, better fees, and more freedom to choose your clients.
Mark also shares lessons from growing one of his first firms 30% annually for 13 straight years, what architects can learn from being on the client side, and why knowing-liking-trusting always beats “design talk.”
Learn more about Zweig Group: zweiggroup.com
Check out Mark’s podcast: https://www.bigtalkaboutsmallbusiness.com/
Connect with Mark on LinkedIn: https://www.linkedin.com/in/mark-zweig-76529219a/
Work with Tyler: Send the word “Grow” to hello@growthitect.com
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What You’ll Learn:
(01:05) Why confusing marketing with selling keeps architects stuck
(02:09) The real goal of marketing: clients who already want to work with you
(03:12) Why there’s no silver bullet, just discipline and consistency
(04:37) Mark’s background: from MBA to consulting to founding Zweig Group
(07:54) Building a firm by practicing what you teach (and 30% growth, 13 years running)
(12:42) Why architects feel unprepared for marketing (and the education gap)
(14:25) The “Howard Roark complex” and the myth of the starchitect path
(16:10) Why discipline beats inspiration (and how Mark has published weekly for 37 years)
(18:25) The #1 mistake architects make with content: writing to other architects, not clients
(20:21) How jargon alienates selection committees and what to do instead
(22:31) Step one: schedule marketing on your calendar
(22:42) Step two: pick your activities (writing, podcasting, video, list-building) and repurpose them
(24:39) Why building an email list is non-negotiable
(25:49) Why specialization creates stability (and why resisting it hurts your firm)
(30:08) What being on the client side teaches you about buying architecture services
(32:38) The know-like-trust-buy sequence (and why asking questions builds trust fastest)
(34:09) The simple intro trick before any presentation: know who’s in the room
(35:10) How “micro-agreements” reduce pressure at the close
(36:32) Why deposits (content, value, trust) come before withdrawals (the ask)
(36:41) How doing the “crappy jobs” nobody wants can be a winning strategy
(38:39) Specialization as a business stability decision—not a creative limitation
(39:11) Why architects see specialization as riskier (and why the opposite is true)
(40:47) Why scarcity mindset kills firms (and how to overcome it)
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