#38: In this episode, I sit down with Mark R. LePage, Founder of EntreArchitect, to tackle one of the most common questions architects ask: Should I spend money on marketing or just focus on organic growth?

Mark argues that before you ever think about ads or paid strategies, you need to build a better brand because most firms don’t actually have a marketing problem, they have a clarity problem. We unpack how to define your brand, find your ideal client, and establish the systems that make every dollar (and hour) you spend on marketing count.

Mark also shares lessons from decades of helping architects build better businesses, why shortcuts never work, how branding attracts the right clients and repels the wrong ones, and why strong systems are the real key to breaking the feast-or-famine cycle.

Learn more about EntreArchitect: https://entrearchitect.com/
Follow Mark on LinkedIn: https://www.linkedin.com/in/markrlepage/
Work with Tyler: Send the word “Grow” to hello@growthitect.com 

⸻

What You’ll Learn:

(00:34) Why the answer isn’t paid vs organic—it’s brand first
(01:12) How Mark went from running a firm to building a global community of 9,000+ architects
(05:25) The fundamentals architects were never taught in school
(06:40) The step before marketing: defining your brand, your difference, and your ideal client
(08:50) Why most architects look for shortcuts—and why they don’t exist
(09:40) How “accidental” marketing success happens when your foundation is strong
(10:50) The hidden power of branding: who it attracts and who it repels
(12:40) Why paid ads are accelerants, not starters
(14:20) The simple test: if it doesn’t work organically, it won’t work paid
(15:50) How to use content as a low-cost marketing lab
(16:10) The missing system in most firms: sales
(17:30) The follow-up problem—why most proposals die in silence
(18:45) The four systems every thriving firm needs: Attraction, Conversion, Delivery, and Nurture
(20:00) Why one weak link can stall your growth
(21:55) Key brand-building questions: Who’s your ideal client? What’s your story? What makes you different?
(23:10) Why you should write your story—but validate your differentiator with clients
(26:20) How to balance time vs money in your marketing strategy
(27:45) The KPIs that matter: win rate, lead source attribution, and project profitability
(31:00) How to track where your best clients really come from
(34:15) Why “I don’t have time” is the wrong excuse—and how to fix it
(35:30) The compounding return of building brand foundations early
(36:45) Inside the new EntreArchitect Academy: business fundamentals every architect needs

—---

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable 

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen 

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect 

#37: Most architects and engineers say their work comes from word of mouth. But few ever ask the follow-up question: what are people actually saying about us?

In this episode, I sit down with Rens Hayes, Co-Founder and Principal of H+O Structural Engineering, to unpack why relying solely and passively on word of mouth is one of the most dangerous habits in the A&E industry. We dig into how most firms unintentionally commoditize themselves, what it really means to “drive” word of mouth instead of hoping for it, and how to turn your reputation into a scalable growth engine.

Rens shares how he and his partner built H+O from scratch into a national firm and how they’ve used brand, content, and long-term thinking to escape the scarcity mindset that traps so many firms.

Learn more about H&O Structural Engineering: https://h-o.engineering/
Connect with Rens on LinkedIn: https://www.linkedin.com/in/renshayes/
Listen to the Design Development podcast: https://h-o.engineering/podcast/
Work with Tyler: Send the word “Grow” to hello@growthitect.com 

⸻

What You’ll Learn:

(00:31) Why “word of mouth” isn’t a real growth strategy
(01:10) How most firms get commoditized by being “relationship businesses”
(02:00) The question every firm should ask: what are people actually saying about us?
(03:15) How Rens built H+O Structural Engineering into a premium brand
(04:25) Why business strategy matters more than technical skill for long-term success
(06:44) The blind spot that keeps architects and engineers stuck in low-fee work
(07:45) How competitor-based pricing kills growth and profit
(09:39) Why focusing only on keeping people “busy” keeps firms broke
(10:32) The difference between solving for income vs. building enterprise value
(12:10) How scarcity and short-term thinking show up inside firms
(13:41) What a decade of compounding looks like—and why patience wins
(14:26) Why H&O grew by saying “no” to the bottom 20% of work
(16:59) How most firms climb one tier at a time, not in one big leap
(17:30) The business lesson Rens learned from The Compound Effect
(19:22) Why extreme ownership is the antidote to “hope marketing”
(20:57) The first question every firm should ask before chasing leads
(21:25) Why generalists struggle to get referrals (and how to fix it)
(23:18) What M&A thinking can teach small firms about reducing risk and increasing value
(24:07) Why specialists win in down markets
(25:33) How to communicate your value in your client’s language—not yours
(26:07) Using cost as the universal language between engineers, architects, and developers
(27:45) The “column example” that changes how clients see your value
(28:30) Why developers don’t care about design—they care about ROI
(31:22) The mindset shift from scarcity to abundance
(31:47) How to attract great clients (and talent) through founder-led marketing
(33:12) The real purpose of content: pre-selling trust and eliminating risk
(34:53) Why understanding client pain points makes every conversation easier
(35:52) Two questions to ask yourself: How are you filling your space—and what are you making space for?
(36:14) The no-brainer offer that turned H+O’s expertise into consistent growth

—---

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable 

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen 

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect 

#36: In this episode, I sit down with Lance Cayko, Principal & Co-founder of F9 Productions, F12 Development, F14 Construction, and co-host of Inside the Firm, to tackle one of the biggest myths in architecture: “I need a portfolio in a new market before I can win work there.”

Lance shares how he and his partner Alex built F9 from nothing into a vertically-integrated architecture, development, and construction business. We talk about reframing objections, active networking with builders and developers, and why clients don’t really need to “see it first” if you can show them you understand their priorities.

This episode is a blueprint for any architect trying to break into a new market or typology without waiting years to “earn” the project first.

Follow Lance on LinkedIn: https://www.linkedin.com/in/lance-cayko-1227031a/
Check out F9 Productions: https://f9productions.com/
Subscribe to Inside the Firm Podcast: https://www.insidethefirmpodcast.com/
Watch Lance’s fishing adventures: https://www.youtube.com/@FishingwithLance
Work with Tyler: Send the word “Grow” to hello@growthitect.com 

⸻

What You’ll Learn:

(00:39) The common myth: “I need a case study project first”
(01:11) How F9 Productions started with zero built work and modeled everything as if it were built
(02:39) Why you don’t need all your principles figured out from day one
(04:04) How to uncover and address client objections (and what Lance learned from his realtor wife)
(06:01) The sales pitch that won F9 its first duplex project
(07:21) Why reassuring clients about your process matters more than pretty pictures
(09:34) F9’s evolution into F12 Development and F14 Construction
(11:27) Getting comfortable saying “I don’t know” (and leaning on experts)
(12:25) How strategic partnerships with contractors accelerate learning new typologies
(13:23) Getting out of the architect silo to learn from other industries
(15:41) The biggest myth: clients must “see it” before hiring you
(16:11) Why you must find their real objection—not guess at it
(18:07) Why forms don’t work for discovery (and what to do instead)
(19:25) Commercial clients are emotional too—just about different risks
(20:21) The key discovery question Lance asks every client: “Help me understand what’s driving this project”
(22:14) Using client priorities as the through-line for proposals, negotiations, and delivery
(24:04) How to mirror back priorities during fee discussions to overcome objections
(28:06) Why active outreach beats internal “case study” projects when entering new markets
(29:55) Learning from builders and developers—drop the ego and take them to lunch
(31:17) “Luck” as an outcome of activity, not passivity
(32:22) The Amazon HQ case study that went viral and led to real projects
(34:07) The first step to breaking into a new market: conversations, not portfolios
(37:32) Metrics that matter: proposal requests, win rate, and why >50% means you’re too cheap
(40:00) Understanding why clients see you as “equal value” and how to differentiate
(41:36) Matching your proposal format to the client’s mindset (numbers for developers)
(43:37) Experiments that build trust—like tying your fee to hitting their timeline
(45:11) Where to follow Lance, F9, Inside the Firm, and his 100K-subscriber fishing channel

—---

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable 

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen 

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect 

#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 

⸻

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)

—---

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable 

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen 

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect 

#34: How often do you actually ask whether a project is the right fit for your firm? 

In this episode, I sit down with Justin Smith, a structural engineer turned operations and strategy advisor, to tackle a problem most firms quietly wrestle with: saying “yes” to the wrong projects. We unpack why “how do we win this?” is the wrong first question, how scarcity thinking warps decisions, and the simple process shift that helps you filter fast, price confidently, and protect your team’s time and profit.

Justin shares what he’s learned helping A/E firms enjoy their work more and make more money from it. We get into building a smarter go/no-go for architects & engineers (that people actually follow), when to qualify in the call, what “good/okay/bad” client answers sound like, and the KPIs that tell you if your process is working.

Reach out to Justin: justin@aeclead.com
Connect with Justin on LinkedIn: https://www.linkedin.com/in/jrspe/
Work with Tyler: Send the word “Grow” to hello@growthitect.com 

⸻

What You’ll Learn:

(00:28) The real first question: “Are they a fit for us?”—and how that flips your entire pursuit strategy
(02:50) Why architects default to “win at all costs” and how to detach from outcomes
(04:27) Justin’s background: from structural engineer to advisor for A/E firms
(06:50) The two forces behind bad project decisions: scarcity mindset + weak belief in value
(09:05) Why consistent lead flow is the antidote to scarcity (and the key to testing higher fees)
(10:27) The two common pitfalls: no process… or a process no one follows
(13:27) How to build a usable go/no-go: define firm goals, pick 3–7 must-ask questions, and pre-agree on “good/okay/bad” answers
(17:11) Turning answers into action: decide how many “goods” you need (and how many “bads” you’ll tolerate)
(18:48) How to gracefully say “no” mid-call—without persuading or debating
(20:06) Why you should lead the discovery call (and avoid forms for qualification)
(22:24) A quick rule: if they won’t hop on a call, it’s a “no”
(25:19) When to qualify later in the intro call (and why that matters in residential)
(26:55) The DOC method: Diagnose → Offer (continue or part ways) → Close (move to what’s next)
(30:09) DRAW vs DOC: diagnosing deeply, then framing a next-step meeting
(31:29) KPIs that matter: win rate, % of opportunities you reject, fee pushback rate, and delivery multipliers
(33:20) If clients never push back on price… your fees are too low
(36:26) Revenue vs profit: why big fees can still sink you
(37:42) Rebuilding belief: your work is scarce, necessary, and valuable—price and filter accordingly
(39:53) Commodity vs premium: differentiating your lane and communicating value clearly

—---

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable 

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen 

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect 

#33: Architects often ask the wrong question:

“How do I attract clients who actually value design?”

In this episode, I sit down with Evelyn Lee, Founder of Practice of Architecture, to unpack why that question is flawed and what architects should be asking instead. We dive into how clients really make decisions, why design alone isn’t the deciding factor, and how to position your firm to win the work you want.

Evelyn shares her unique perspective from both sides of the table: as a licensed architect and as a client at Slack and Salesforce, where she wrote RFPs and selected design teams. Together, we break down what firms get wrong in interviews, how to reframe conversations with potential clients, and why emotional connection matters just as much as design credentials.

Learn more about Practice of Architecture: https://practiceofarchitecture.com/
Connect with Evelyn on LinkedIn: https://www.linkedin.com/in/evelynlee/
Work with Tyler: Send the word “Grow” to hello@growthitect.com 

⸻

What You’ll Learn:

(01:10) Why “attracting clients who value design” is the wrong question
(03:45) Evelyn’s path from architect to client-side decision-maker
(05:21) How clients really evaluate architects (and what they prioritize over design)
(07:26) The hidden value architects deliver beyond aesthetics
(09:43) Why design quality often takes a back seat to outcomes and efficiency
(13:13) The common mistake architects make in interviews
(15:11) How language reveals whether you’re truly client-focused
(18:11) The simple research step that changes everything in client meetings
(20:31) Tools you can use to better understand potential clients (LinkedIn, Pinterest, social media)
(24:11) Why interviews should feel like conversations—not sales pitches
(26:20) How emotional connection drives B2B and residential client decisions
(27:30) Why passing the “design filter” isn’t enough
(30:19) How to know if you’re attracting the right clients
(31:45) Aligning your outreach with the clients and projects you want most
(34:34) Reframing the question: from “design value” to “client outcomes”
(35:59) Where to learn more from Evelyn

⸻

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable 

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen 

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect 

#32: Every architect wrestles with the same question:

How do I raise my fees without losing clients?

In this episode, I sit down with Robert Yuen, CEO & Co-Founder of Monograph, to unpack exactly that. We dive into why raising fees is essential for the health of your firm, what policies and benchmarks to use, and how to avoid the biggest pitfalls firms make when pricing their work.

Robert brings years of experience helping over 1,400 firms run profitable practices, and together we break down both the numbers and the human side of raising fees—from inflation and utilization rates to client perception and market positioning.

Learn more about Monograph: monograph.com
Work with Tyler: Send the word “Grow” to hello@growthitect.com 

⸻

What You’ll Learn:

(04:20) Why long project timelines + inflation make raising fees non-negotiable
(06:35) The #1 mistake firms make when writing fee increases into contracts
(09:19) The two financial metrics every firm should track before adjusting fees
(11:22) How to factor prestige and reputation into your pricing
(12:57) Why client pushback is actually a healthy sign
(14:23) The value of asking clients directly how much more they would’ve paid
(17:26) Why feedback should be gathered at multiple stages of a project
(19:48) A step-by-step framework for setting your fee increase policy
(23:15) The “inflation floor”: why every firm should raise 3–5% annually
(26:11) How aiming too low costs you years of growth
(32:52) What win rate tells you about pricing—and why 100% is a red flag
(36:37) The one true lever to improve profit margins in architecture
(39:44) Robert’s biggest takeaway: why repetition + policy are key

—

AISC RESOURCES

→ Learn about sustainable steel: aisc.org/sustainable 

→ Get your Sustainability Toolkit: aisc.org/buildgreen 

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect 

#31: Most architects struggle with the same big question:

What should my website actually be doing for me?

In this episode, I sit down with Nikita Morell, the go-to copywriter and messaging strategist for architects, to break it down step by step. Together we explore how to move beyond a “pretty portfolio” site and create a website that wins the right clients, consistently.

Join Nikita’s newsletter: https://nikitamorell.com/newsletter/ 

Work with Tyler: Send the word “Grow” to hello@growthitect.com

⸻

What You’ll Learn: 

(03:18) Why your website is often the first impression clients get—and how to control it

(06:54) The “8-second test” to see if your site passes the first-impression check

(07:30) The #1 mistake architects make with their websites (and how to fix it fast)

(09:14) Why copy and voice matter just as much as visuals

(12:12) How to use friction strategically (and why BIG and Diller Scofidio can get away with what you can’t)

(13:33) The “Know, Like, Trust” framework for your site’s messaging

(16:00) How to identify and communicate your firm’s “Architect’s Factor”

(20:47) The most powerful trust signals (hint: it’s not a wall of logos)

(23:06) How to weave testimonials throughout your site—not just in one section

(25:57) Metrics to track if your site is actually working (qualitative + quantitative)

(31:39) The single easiest lever you can pull today to improve your website

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect 

#30: Lisa Sauve, CEO and Principal of SYNECDOCHE, joins us to reveal how her Detroit-based architecture studio won a major cultural project in a new market by pushing back against the original RFP.

PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio

Learn more about SYNECDOCHE: https://www.synecdoche.design/ 

Here’s what you’ll learn in the episode: 

→ What no-portfolio strategy got SYNECDOCHE invited to pitch for a major cultural project in a brand-new market?

→ The unconventional RFP move that helped them stand out, and why it flips the standard approach on its head

→ Why Lisa believes your problem statement can win you work, even if your portfolio doesn’t

→ The surprising way architects can challenge vague RFPs without burning bridges

→ The truth about how relationships actually win you projects

→ How SYNECDOCHE priced a project with almost no details, and why the client still said yes

→ What happens when you admit, “We’ve never done this before”, and still win the job

→ The behind-the-scenes interview moment that tipped the scales and sealed the deal

→ Why focusing on smaller scopes and radical honesty built a client relationship that lasted far beyond the project

(05:04) Building trust to get invited

(10:05) Estimating fees with limited info

(12:08) Why architects should lead with problem-solving

(16:50) How one RFP reshaped the entire program

(21:04) Sizing up client-consultant fit

(23:10) Talking openly about money

(27:03) Planning projects in bite-sized pieces

(29:42) Helping clients prep for a capital campaign

(32:51) Making architecture more accessible

(35:29) Embracing honesty and realigning goals

(39:10) How authenticity fuels creativity

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn

→ Follow on Instagram

→ Subscribe on YouTube

→ Follow on Twitter

#29: Alexander Buckridge returns to Growthitect just over a year into launching Studio Bucky, revealing how he landed his biggest project yet. We dive deep on Bucky’s strategies, lessons, and mindset shifts behind continued growth as a new firm owner.

PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio

Learn more about Studio Bucky: https://studiobucky.com/

Here’s what you’ll learn in the episode: 

→ What never fails to keep Alexander’s firm on track and aligned with its core mission.

→ How one unexpected email and consistent social media activity opened the door to a major New York client.

→ The truth about why showing up, even when it feels like crickets, actually moves your marketing needle.

→ How Bucky spotted the warning signs in a prospective client unhappy with their last architect.

→ Why personalized, face-to-face meetings became the secret weapon that won the project over competitors.

→ How Alexander’s tailored proposal and flexible fees turned client frustrations into a green light.

→ Why Tyler swears by walking clients through proposals in person instead of just sending emails.

→ What tiny, daily habits did Alexander credit for creating unstoppable early momentum?

→ The best piece of advice for anyone dreaming of launching their own architecture practice.

(05:45) How a serendipitous project opportunity arises

(09:18) The power of organic social media

(10:01) Idea generation and consistency

(15:11) Why inconsistent service frustrates clients

(19:37) Building partnerships through active listening

(22:21) Systematic strategies for positive results

(25:41) Personality over portfolio

(30:20) Embrace experimentation and learning

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn

→ Follow on Instagram

→ Subscribe on YouTube

→ Follow on Twitter

#28: Joseph Cole, CEO and founder at Culture Architecture and Design, joins us to share how building a strong studio culture can be the foundation for scaling a successful firm. In this episode, we dive into Joseph's unconventional strategies for landing massive projects with a small team and the mindset shifts that set his practice apart.

PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio

Learn more about Culture Architecture and Design: https://www.culturearch.com/

Here’s what you’ll learn in the episode: 

→ Why building culture first is the real key to long-term business success (and what most firms get wrong)

→ The surprising reason Joseph hired an executive team before bringing on more architects

→ What branded hoodies and team rituals can teach you about marketing

→ How a small firm lands stadium projects – Joseph’s unconventional playbook for punching way above your weight

→ The truth about business certifications, and how to use them as secret door-openers

→ When to act like an associate architect… and when to position as the expert (this subtle shift changes everything)

→ What most leaders miss about transparency, and how Joseph uses vision to earn fierce team loyalty

(04:26) Small firm, big project success

(06:36) From architecture to tech: An unexpected journey

(11:36) Building the team from the ground up

(13:16) Bootstrapping the path to expansion

(18:29) Creating a brand bigger than one person

(23:03) Turning experience into trust and expertise

(27:04) Seeing opportunity through a long-term lens

(30:27) Adopting the “why not us?” mindset

(36:40) Smart strategies for winning clients

(37:38) Why energy always beats complacency

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn

→ Follow on Instagram

→ Subscribe on YouTube

→ Follow on Twitter

#27: Cavin Costello, Principal at The Ranch Mine, joins the show to talk about the bold new strategy he and his wife are championing: designing and building model homes that double as short-term rentals and immersive client experiences. We dive into the risks, logistics, and big opportunities behind their approach and what it could mean for architects who want to break the mold.

PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio

Learn more about The Ranch Mine: https://www.theranchmine.com/ 

Here’s what you’ll learn in the episode: 

→ What problem pushed Cavin to let clients “test-drive” architecture by living in it first?

→ Why The Ranch Mine skipped polished videos and glossy photos to build real homes instead.

→ The truth about how walking through a space beats any online tour – and what clients notice most.

→ When a high-end rental actually pays for itself, and the key factors that make it work.

→ How Cavin de-risked a bold investment, even if not a single client came through the door.

→ The unexpected edge you get when you’re the architect, developer, and client all at once.

→ Why the sales conversation changes when clients already feel like they’re at home.

→ The mindset shift architects need to make bold moves without waiting for permission.

→ Cavin’s no-fluff advice for architects ready to break the rules and build something different.

(04:32) How an Airbnb project opened new doors

(07:19) Why real experiences beat media hype

(11:44) Lessons from an early joint venture

(16:02) Making rentals work financially

(17:09) Letting clients live in the architecture

(22:18) Designing across different climates

(24:51) Breaking limits with diverse projects

(26:42) Why experience matters more than marketing

(32:37) Starting young and taking risks

(36:25) The power of assuming no one knows

(39:37) Thinking like a beginner

(41:08) Choosing adventure over repetition

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

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#26: Jenn Rittler, Associate Principal at Moody Nolan, provides a deep dive into one of the most overlooked parts of winning work: what happens after the contract is signed. Using the massive, multi-phase Penn State Intramural Building as a case study, Jenn shares how great firms keep earning trust long after the kickoff meeting. From joining projects mid-stream to aligning with clients and managing complex teams, this episode is all about leading with clarity and impact.

PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio

Learn more about Moody Nolan: https://moodynolan.com/ 

Here’s what you’ll learn in the episode: 

→ What unexpected career twist led Jenn to Moody Nolan – and how the firm cultivates a culture that top talent stays for

→ The truth about the Penn State Intramural Building: why this massive project pushed boundaries and delivered beyond expectations.

→ How to walk into a project already in motion – and win over teams, clients, and trust from day one

→ Why the toughest part of a renovation isn’t design: the strategies Jenn used to keep excellence intact through every phase.

→ What never works in client workshops and the surprising shift that turns decision meetings into alignment powerhouses.

→ The secret behind Moody Nolan’s “responsive design” method, and why giving clients options creates faster consensus.

→ How to speak the language of value: translating high-performance, sustainable design into real-world operational wins.

→ When a campus building becomes more than a space – how architecture shapes culture, attracts talent, and fuels well-being.

→ Jenn’s biggest lesson from leading complex, high-stakes projects… and what most architects get wrong with institutional clients.

(05:20) How to step into a project midstream and still lead

(06:21) Adapting your career path in architecture

(10:36) Keeping team continuity during project transitions

(15:28) What responsive design really looks like at Moody Nolan

(18:35) Designing the final phase with a fresh perspective

(21:50) How to manage complex campus construction projects

(26:50) Sustainable design across Big Ten campuses

(29:52) Building for recreation, wellness, and more

(34:42) What makes a campus athletic space truly unique

(36:46) Getting stakeholders on board with student projects

(39:23) Why real client collaboration changes everything

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

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#25: What does it take to win one of the most groundbreaking public school projects in the US? Laura Gwyn, Managing Director at Perkins&Will, joins Tyler Suomala to share how her team secured the first Living Building Certified public school. From building a mission-driven team to delivering a pitch that combined expertise with authenticity, Laura breaks down what it really takes to lead at the highest level.

PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio

Learn more about Perkins&Will: https://perkinswill.com/studio/durham/ 

Here’s what you’ll learn in the episode: 

→ What one public school project reveals about the future of sustainable design

→ The truth about Living Building Certification (and why it makes LEED look like a warm-up act)

→ What never gets said about building a winning project team, but made all the difference here

→ The tiny RFP details that actually win high-stakes, sustainability-first projects (most firms overlook these)

→ When Laura’s team tore up the usual interview playbook, and how that bold move sealed the deal

→ What happened when the team got personal – and why storytelling might be your most powerful tool

→ How to “control the controllables” during an unpredictable RFP process, and stay in the driver’s seat

→ The surprising moment during the kickoff site walk that changed everything

→ The one piece of advice Laura gives every firm leader chasing their next seminal win

(03:08) Designing a nature-based learning environment

(08:20) The legacy of Perkins&Will in education

(10:11) Building the right partnerships to win

(14:53) A cultural approach to architecture

(18:28) What soul-searching revealed about the team

(23:01) Creating a growth hub for firm owners

(26:36) Why in-person engagement still matters

(30:01) Behind the scenes of the project kickoff

(31:17) How the perfect site was selected

(36:55) The strategy behind “controlling the controllables”

(41:23) What it means to embrace seminal moments

(42:31) A fresh take on leadership and gratitude

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn

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#24: Marc Spector, founder of Spector Companies, unpacks landing one of the most iconic projects of his career: a commission inside the legendary Seagram Building by Mies van der Rohe. No flashy pitches. No designs. Just pure, relationship-driven strategy. In this conversation, Marc breaks down how trust, intuition, and human connection led his team to win big, proving that sometimes, the most powerful tool in architecture isn’t the drawing board – it’s the people around it.

PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio

Learn more about Spector Companies: https://spectorcompanies.com/ 

Here’s what you’ll learn in the episode: 

→ What never gets shown in a design presentation, but helped Marc win the Seagram Building project before it even began.

→ The unconventional move Marc made before the RFP that built trust and changed everything.

→ Why understanding a client’s culture beats out the best design proposals.

→ The truth about working inside a global architectural icon, and the surprising challenges no one warned them about.

→ What happens when your process becomes the product? Inside Marc’s game-changing “experience strategy workshop.”

→ The quiet system behind Marc’s repeat business and steady referrals.

→ When every firm is talented, how do you stand out? The overlooked edge Spector Companies uses to win high-stakes projects.

→ What Marc really uses to measure success, and why it has nothing to do with awards or headlines.

→ The biggest lesson Marc learned from the Advent International project – and the hard truth architects need to hear before taking on prestige work.

(04:11) Inside Advent International’s bold new project

(09:37) How real estate visionaries think differently

(13:29) What it’s really like to renovate the Seagram Building

(16:13) The clever design move that made a mid-floor layout possible

(20:33) Why Marc built a “growth studio” for firm owners

(23:14) How design and construction teams actually collaborated

(28:02) The key to truly understanding what clients need

(30:53) Planning strategy before the site even exists

(33:35) The power of asking: “What’s the why?”

(35:29) How Marc keeps client relationships strong post-project

(39:27) What 60 years of success looks like from the inside

(41:33) The truth about building a business through relationships

(44:49) How custom design starts with putting the client first

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

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#23: How do the best residential architecture firms win work? Alex Gore of F9 Productions has figured it out. In this episode, he breaks down the real strategies behind standing out in architecture – and reveals how his team landed a dream high-end residential project in Boulder, Colorado.

PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio

Here’s what you’ll learn in the episode: 

→ What never fails to make architects instantly more attractive to potential clients?

→ Why showing your true value is more powerful than any portfolio piece

→ When does taking a big risk pay off in architecture, and how do you know?

→ The secret behind how F9 Productions structures proposals for an easy “Yes”

→ The truth about pricing architectural services

→ How to streamline your client acquisition process (without losing your mind)

→ What happens when you remove friction from your onboarding? More than you’d think

→ Why “substance over style” might be the design principle your firm is missing

(03:55) Behind the scenes of a standout project

(08:40) How to attract the right clients and filter the rest

(11:46) What makes a world-class architect?

(15:08) A simple way to show your design process visually

(16:17) Why presenting proposals live builds instant trust

(19:41) How to make your client experience smoother and faster

(24:36) The secret to reassuring clients and building confidence

(28:28) Why handling objections in real-time changes everything

(29:51) The best way to prove you can actually deliver

(33:59) Substance over style: how it really plays out in projects

(37:51) How to win big-budget projects without selling your soul

(39:55) How to charge more by offering something no one else does

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

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ABOUT OUR GUEST

Alex Gore is Partner at F9 Productions where they’ve also created a course for architects. He grew up drawing wars of ants vs. bees, playing backyard baseball, visiting architectural sites, and being obsessed with Frank Lloyd Wright. After graduating from high school, he joined the National Guard as a heavy equipment operator. While enrolled in the Guard, he also attended North Dakota State University to start his formal training in Architecture. He graduated from NDSU with a Master’s Degree in Architecture and a Master’s Degree in Construction Management.

Upon graduating, Alex worked under the world-famous architect, Daniel Libeskind. From there, he teamed up with his best friend from college, Lance, and together they created F9 Productions, Inc.

#22: Partner and Founder at Studio Lyon/Szot reveals how his eight-person firm went head-to-head with global giants – and won. This is the ultimate David vs. Goliath story, packed with raw insights, bold strategies, and the mindset shifts that made it possible. If you’ve ever wondered how a small firm can punch above its weight and land game-changing opportunities, this episode is for you.

PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio

Here’s what you’ll learn in the episode: 

→ The counterintuitive strategy Studio Lyon/Szot uses to stand out against industry titans.

→ Why doing it all yourself is a trap, and how Andrew balances hands-on work with smart delegation.

→ The secret to making clients see your value: Andrew’s take on selling architecture without selling.

→ How to stay profitable while delivering a high-touch, personal client experience.

→ The real reason fee negotiations go wrong… and why discussing scope adjustments upfront changes everything.

→ Why being small is a superpower: the unexpected advantage that helps boutique firms land massive projects.

→ The storytelling edge and how Studio Lyon/Szot turns narratives into winning pitches.

(05:38) Swinerton partnership leads to New York opportunities

(09:06) How to solve client problems in unexpected ways

(11:29) The power of collaboration in design problem-solving

(14:07) Why strategic problem-solving gives firms a competitive edge

(16:50) How consistent staffing drives project success

(24:53) Shifting how clients perceive an architect’s value

(27:05) The key to building successful client partnerships

(29:39) Balancing client value without undercutting

(33:46) Managing expectations and adjusting fees effectively

(37:13) Why design fees shouldn’t be tied to project costs

(39:22) The smart way to prioritize client needs in negotiations

(43:44) How a strong, authentic story makes small firms stand out

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

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#21: Lissette Callejas, Director of Marketing at Sweet Sparkman, reveals the strategies that propelled her firm to win in the Reimagining Pei International Competition. We break down the secrets behind standout proposal submissions – what works, what doesn’t, and how to position your firm as the obvious choice. Get ready to dive deep into how to elevate your marketing game.

PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio

Here’s what you’ll learn in the episode: 

→ What no one tells you about the Reimagining Pei competition… and why it’s more than just another design challenge.


→ How Sweet Sparkman cracked the code to stand out in a sea of submissions, without gimmicks or overpromising.


→ The secret weapon Lissette’s team used to understand client needs, without ever speaking to them directly.


→ Why great storytelling beats great design in public presentations


→ Why entering high-stakes competitions can transform your firm, even without a win.


→ The surprising elements that made Sweet Sparkman’s winning design concept impossible to ignore.

→ The truth about proposal writing: why Lissette shifts the focus from the firm’s achievements to the client’s real needs.


→ Why company culture is the hidden advantage in creating award-winning projects

→ What most firms get wrong about networking: Sweet Sparkman’s strategy for building relationships that lead to future wins.

(01:18) Winning the Reimagining Pei International Competition

(06:31) The first step: Crafting a standout proposal

(07:31) Smart research and experience

(13:17) The power of inclusive storytelling

(16:10) Nailing the client’s vision: Goals and strategy

(18:38) Reimagining spaces: Adaptive reuse in action

(21:42) The immersive pitch

(25:17) When a public vote turns into a frenzy

(29:35) Tailoring solutions for maximum impact

(31:07) The secret to making key points stick

(36:12) The hard truth about long-term growth

(39:09) Why the best work comes from enjoyment

(41:58) Inside a collaboration with Renzo Piano

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn

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#20: Alexander Buckeridge of Studio Bucky joins us again to share exciting updates on his firm's global success and discuss his pricing strategies for a major upcoming project. We'll dive deep into how he plans to navigate the complexities of a high-end residential design.

→ How did Alexander secure a big residential project from a former retail client?

→ What are Alexander’s strategies for defining clear deliverables and revision terms in a long-term project? 

→ How does he plan to structure his pricing packages to fit different client needs? 

→ Why is ‘padding’ important in fixed-fee projects, especially for long-term engagements? 

→ What are the key considerations Alexander takes into account when negotiating project fees? 

→ How has Alexander's experience with smaller projects influenced his approach to a $5-7 million project?

→ What steps is Alexander taking to ensure his business can grow sustainably while managing this large project? 

→ How does the "profit first" system and setting up an S-Corp play into Alexander’s business strategy? 

→ What role do content creation and structured planning play in the growth of Studio Bucky?

(04:13) High-end interior design for luxury apartments.

(08:52) Planning construction costs and phasing next year.

(11:28) Clarify understanding before asking for commitment.

(13:57) Offer a fixed fee with added services for clients.

(17:43) Less frequent updates vs. frequent virtual walkthroughs.

(23:39) Subscription models for sustaining commercial clients.

(27:53) How the hourly concept phase can protect the architect's interests.

(31:55) Ensure fair fees and foundational stability to protect yourself.

(35:34) Why Alexander hasn’t started paying himself his salary yet.

GROWTHITECT RESOURCES

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

→ Apply to join The Studio - https://growthitect.com/studio 

STAY CONNECTED

→ Follow on LinkedIn

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→ Subscribe on YouTube

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SPONSORS

🎁 Exclusive offer for Growthitects: Mention Growthitect when you schedule a free consultation and get 10% off your first year with Gelt! → https://go.joingelt.com/growthitect 

A big thank you to Gelt for supporting our entire first season! 🙌 They’ve been a game-changer for managing both my personal and business taxes, making tax strategy, compliance, and filing stress-free. If you're looking to optimize your taxes and simplify your financial life, I highly recommend checking them out.

#19: Graham Irwin, owner of Essential Habitat Architecture, joins Tyler Suomala to delve into effective strategies for lead generation and maintaining client relations in the architecture industry. This episode provides insights drawn from Graham's 20+ years of experience running a solo practice across different business processes and marketing strategies.

→ What are the key elements in developing a sustainable system for client referrals? 

→ How can architects differentiate their marketing efforts to focus on solving client problems? 

→ How has the shift to millennials impacted client engagement and lead generation? 

→ How does Graham utilize social media and events for client engagement?

→ What are the best methods for leveraging money and time to enhance business visibility and lead acquisition?

→ How can creating a sample calendar improve the implementation of business strategies? 

(05:19) Clients prioritize solutions, not the architectural process.

(07:09) Approach tasks with clarity, not over-romanticism.

(12:13) Millennials rely on online information.

(15:04) Consistency and volume drive social media presence.

(18:50) Referrals are inconsistent despite industry and builder connections.

(24:39) Choose joy over guilt for climate action.

(27:59) Alternate between providing value and self-promotion.

(30:44) Consider time or money.

(35:04) Leverage past successes and encourage referrals through feedback.

(37:15) Efficient LinkedIn and referral strategies maintain relationships.

(42:41) Set time aside to implement growth hacks.

(45:38) Create a sample calendar for better planning.

GROWTHITECT RESOURCES

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

→ Apply to join The Studio - https://growthitect.com/studio 

STAY CONNECTED

→ Follow on LinkedIn

→ Follow on Instagram

→ Subscribe on YouTube

→ Follow on Twitter

SPONSORS

🎁 Exclusive offer for Growthitects: Mention Growthitect when you schedule a free consultation and get 10% off your first year with Gelt! → https://go.joingelt.com/growthitect 

A big thank you to Gelt for supporting our entire first season! 🙌 They’ve been a game-changer for managing both my personal and business taxes, making tax strategy, compliance, and filing stress-free. If you're looking to optimize your taxes and simplify your financial life, I highly recommend checking them out.