Welcome to Part 2 of Rion Willard’s conversation with Paul Iddon, founder of Agency PSI, on the Business of Architecture podcast. In this episode, they delve deeper into the unexpected power of emotion in sustainability and how it influences the architecture profession. Discover why beauty, storytelling, and emotional connections may hold the key to raising fees and creating lasting client relationships.

Paul uncovers surprising parallels between architecture and consumer goods, offering fresh perspectives on marketing and client engagement. He challenges conventional thinking, revealing ways architects can position their services to inspire passion and build trust.

This conversation will leave you rethinking how emotion drives architectural success and inspire you to see your practice—and your clients—in a new way.

• Why your favorite ready meal has everything to do with architecture
• The secret emotional driver behind sustainability that no one talks about
• What modernist buildings lack—and how to bring it back
• A surprising lesson from high-end chocolate brands

To learn more about Paul, visit his:

Website: https://agencypsi.com/

LinkedIn: https://www.linkedin.com/in/pauliddon/

Book:

https://www.ribabooks.com/blueprints-for-the-soul-why-we-need-emotion-in-architecture_9781915722386

https://www.amazon.co.uk/Blueprints-Soul-need-emotion-architecture/dp/1915722381

► Transcription: https://otter.ai/u/9WVNO8qdLQ3eU3HAm4HFjwle66c?utm_source=copy_url

► Feedback? Email us at podcast@businessofarchitecture.com

► Access your free training at http://SmartPracticeMethod.com/

► If you want to speak directly to our advisors, book a call at https://www.businessofarchitecture.com/call

► Subscribe to our YouTube Channel for updates:

https://www.youtube.com/c/BusinessofArchitecture

*******

For more free tools and resources for running a profitable, impactful, and fulfilling practice, connect with me on:

Facebook: https://www.facebook.com/groups/businessofarchitecture

Instagram: https://www.instagram.com/businessofarch/

Website: https://www.businessofarchitecture.com/yt

Twitter: https://twitter.com/BusinessofArch

Podcast: http://www.businessofarchitecture.com/show

iTunes: https://podcasts.apple.com/us/podcast/business-architecture-podcast/id588987926

Android Podcast Feed: http://feeds.feedburner.com/BusinessofArchitecture-podcast

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9idXNpbmVzc29mYXJjaGl0ZWN0dXJlLmxpYnN5bi5jb20vcnNz

*******

Access the FREE Architecture Firm Profit Map video here: http://freearchitectgift.com

Carpe Diem!

In this fascinating episode, host Rion Willard sits down with Paul Iddon, founder of Agency PSI, to explore the powerful intersection of architecture, marketing, and psychology. With over 22 years in architecture and another 22 in branding, Paul shares how architects can rethink their positioning, fees, and salaries. This conversation offers a fresh perspective on overcoming the challenges architects face and how to unlock greater value in their work.

Paul reveals strategies to help architects stand out in competitive markets, using insights from behavioral economics and marketing psychology. He challenges traditional ideas and offers actionable advice that could change how you approach your business. Whether you’re a sole practitioner or running a firm, this episode delivers wisdom you can’t afford to miss.

• How psychology and storytelling can transform the way architects are valued.
• The surprising key to charging higher fees without losing clients.
• A radical perspective on the future of architectural education and practice.
• The hidden opportunity most architects overlook is to boost their income.
  
  

To learn more about Paul, visit his:

Website: https://agencypsi.com/

LinkedIn: https://www.linkedin.com/in/pauliddon/

Book:

https://www.ribabooks.com/blueprints-for-the-soul-why-we-need-emotion-in-architecture_9781915722386

https://www.amazon.co.uk/Blueprints-Soul-need-emotion-architecture/dp/1915722381

► Transcription: https://otter.ai/u/m7DTJUWE1yklkFyfquw5d_Zpt44?utm_source=copy_url

► Feedback? Email us at podcast@businessofarchitecture.com

► Access your free training at http://SmartPracticeMethod.com/

► If you want to speak directly to our advisors, book a call at https://www.businessofarchitecture.com/call

► Subscribe to our YouTube Channel for updates:

https://www.youtube.com/c/BusinessofArchitecture

*******

For more free tools and resources for running a profitable, impactful, and fulfilling practice, connect with me on:

Facebook: https://www.facebook.com/groups/businessofarchitecture

Instagram: https://www.instagram.com/businessofarch/

Website: https://www.businessofarchitecture.com/yt

Twitter: https://twitter.com/BusinessofArch

Podcast: http://www.businessofarchitecture.com/show

iTunes: https://podcasts.apple.com/us/podcast/business-architecture-podcast/id588987926

Android Podcast Feed: http://feeds.feedburner.com/BusinessofArchitecture-podcast

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9idXNpbmVzc29mYXJjaGl0ZWN0dXJlLmxpYnN5bi5jb20vcnNz

*******

Access the FREE Architecture Firm Profit Map video here: http://freearchitectgift.com

Carpe Diem!

In this episode of Business of Architecture, Enoch Sears dives into a game-changing concept for small firm owners: working on your business instead of just in it. He shares a powerful framework to help you shift your mindset, tackle challenges, and build systems that lead to more freedom, fulfillment, and profit. Along the way, Enoch explores surprising strategies for creating a thriving practice and shares insights from coaching calls with real architects.

You’ll also hear about a key approach that transforms hiring struggles into opportunities for growth. Discover the untapped potential in your daily decisions and why most firm owners miss a crucial step to consistent success. Plus, learn how AI tools are reshaping the way architects grow their businesses.

• The biggest mistake architects make when hiring their first team member.
• A hidden approach to growing your practice while reducing stress.
• The one question every architect should ask about their business.
• How AI is being used to reveal behind-the-scenes solutions to common struggles.

► Transcription: https://otter.ai/u/iKw8no23Mo7bCzXigVOtdT5PeJI?utm_source=copy_url

► Feedback? Email us at podcast@businessofarchitecture.com

► Access your free training at http://SmartPracticeMethod.com/

► If you want to speak directly to our advisors, book a call at https://www.businessofarchitecture.com/call

► Subscribe to our YouTube Channel for updates:

https://www.youtube.com/c/BusinessofArchitecture

*******

For more free tools and resources for running a profitable, impactful, and fulfilling practice, connect with me on:

Facebook: https://www.facebook.com/groups/businessofarchitecture

Instagram: https://www.instagram.com/businessofarch/

Website: https://www.businessofarchitecture.com/yt

Twitter: https://twitter.com/BusinessofArch

Podcast: http://www.businessofarchitecture.com/show

iTunes: https://podcasts.apple.com/us/podcast/business-architecture-podcast/id588987926

Android Podcast Feed: http://feeds.feedburner.com/BusinessofArchitecture-podcast

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9idXNpbmVzc29mYXJjaGl0ZWN0dXJlLmxpYnN5bi5jb20vcnNz

*******

Access the FREE Architecture Firm Profit Map video here: http://freearchitectgift.com

Carpe Diem!

In this episode of the Business of Architecture podcast, Rion Willard sits down with Colin Davis and Suzanne Davenport of Studio Partington for part two of their conversation on sustainable design and retrofitting. Listen as they explore real-world stories about tackling outdated housing stock, collaborating with local authorities, and creating innovative solutions for energy efficiency—all while navigating complex procurement processes. This engaging discussion sheds light on the untapped potential of retrofitting and how architects can lead transformative projects.

Discover how Davis and Davenport’s experiences reveal the intricate balance between energy goals, resident needs, and design practicality. They also share candid insights into overcoming challenges in software decisions, working with tight budgets, and collaborating with residents to shape better communities.

• The surprising connection between retrofitting and community transformation.
• A bold strategy for tackling procurement roadblocks in architecture.
• Why one controversial software decision turned into a success story.
• An innovative approach that could redefine housing projects for generations.

To learn more about Colin & Suzanne, visit their:

Website:https://www.studiopartington.co.uk/

LinkedIn: https://www.linkedin.com/company/10994735/admin/

Instagram: https://www.instagram.com/studiopartington/

Resource Website: www.recognisedconstructiondetails.co.uk

► Transcription: https://otter.ai/u/GshhUuwLa7SsuU-HA1hThzpDMrk?utm_source=copy_url

► Feedback? Email us at podcast@businessofarchitecture.com

► Access your free training at http://SmartPracticeMethod.com/

► If you want to speak directly to our advisors, book a call at https://www.businessofarchitecture.com/call

► Subscribe to our YouTube Channel for updates:

https://www.youtube.com/c/BusinessofArchitecture

*******

For more free tools and resources for running a profitable, impactful, and fulfilling practice, connect with me on:

Facebook: https://www.facebook.com/groups/businessofarchitecture

Instagram: https://www.instagram.com/businessofarch/

Website: https://www.businessofarchitecture.com/yt

Twitter: https://twitter.com/BusinessofArch

Podcast: http://www.businessofarchitecture.com/show

iTunes: https://podcasts.apple.com/us/podcast/business-architecture-podcast/id588987926

Android Podcast Feed: http://feeds.feedburner.com/BusinessofArchitecture-podcast

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9idXNpbmVzc29mYXJjaGl0ZWN0dXJlLmxpYnN5bi5jb20vcnNz

*******

Access the FREE Architecture Firm Profit Map video here: http://freearchitectgift.com

Carpe Diem!

Studio Partington has made a name for itself in sustainable design and retrofit architecture, but how did this small team achieve such big results? In this episode, Rion Willard sits down with Colin Davis and Suzanne Davenport to explore their journey from humble beginnings to creating impactful projects that redefine what's possible in housing and beyond.

Discover how they navigated industry challenges, shifted focus during uncertain times, and used their expertise to tackle pressing environmental issues. They also share surprising insights about their unique team dynamics and what makes their approach stand out.

This conversation is packed with lessons for architects and designers who want to make a real difference while thriving in business.

• What unexpected tools do they use to gain an edge in sustainable design?
• How they turned a setback into one of their biggest opportunities.
• Why do they believe being a "generalist" is key in today’s architecture world?
• The surprising role writing plays in their architectural success.To learn more about Colin & Suzanne, visit their:

Website:https://www.studiopartington.co.uk/

LinkedIn: https://www.linkedin.com/company/10994735/admin/

Instagram: https://www.instagram.com/studiopartington/

Resource Website: www.recognisedconstructiondetails.co.uk

► Transcription: https://otter.ai/u/6ftaR3MgmV1P_-ek-MOnsuEwN3g?utm_source=copy_url

► Feedback? Email us at podcast@businessofarchitecture.com

► Access your free training at http://SmartPracticeMethod.com/

► If you want to speak directly to our advisors, book a call at https://www.businessofarchitecture.com/call

► Subscribe to our YouTube Channel for updates:

https://www.youtube.com/c/BusinessofArchitecture

*******

For more free tools and resources for running a profitable, impactful, and fulfilling practice, connect with me on:

Facebook: https://www.facebook.com/groups/businessofarchitecture

Instagram: https://www.instagram.com/businessofarch/

Website: https://www.businessofarchitecture.com/yt

Twitter: https://twitter.com/BusinessofArch

Podcast: http://www.businessofarchitecture.com/show

iTunes: https://podcasts.apple.com/us/podcast/business-architecture-podcast/id588987926

Android Podcast Feed: http://feeds.feedburner.com/BusinessofArchitecture-podcast

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9idXNpbmVzc29mYXJjaGl0ZWN0dXJlLmxpYnN5bi5jb20vcnNz

*******

Access the FREE Architecture Firm Profit Map video here: http://freearchitectgift.com

Carpe Diem!

What happens when an architect takes on the role of developer? In this episode, Jeff Krieger shares his bold leap into real estate development, revealing the challenges, risks, and surprising lessons learned along the way. From unexpected obstacles to eye-opening insights, Jeff opens up about how this experience transformed his architectural practice and perspective.

Jeff dives into the emotional and financial realities of development, offering an inside look at the highs and lows. What would he do differently, and was it all worth it? You’ll hear stories of resilience, strategy, and lessons that every architect should know before taking a similar plunge.

• The one decision that nearly derailed the entire project—and how Jeff handled it.
• Why architects have a hidden edge in real estate development but often miss it.
• The surprising outcome of a “dream” project and its impact on his career.
• What Jeff learned about risk, reward, and the mindset you need to succeed.

To learn more about Jeff, visit his:

Website: www.kriegerarchitects.com

LinkedIn: https://www.linkedin.com/in/jeff-krieger-603b744/

Facebook: https://www.facebook.com/Krieger-Associates-Architects-233879087415009/

Instagram: https://www.instagram.com/krieger_architects/

► Transcription: https://otter.ai/u/i6miXiES0Tp-MRiWPMIs3K73UbE?utm_source=copy_url

► Feedback? Email us at podcast@businessofarchitecture.com

► Access your free training at http://SmartPracticeMethod.com/

► If you want to speak directly to our advisors, book a call at https://www.businessofarchitecture.com/call

► Subscribe to our YouTube Channel for updates:

https://www.youtube.com/c/BusinessofArchitecture

*******

For more free tools and resources for running a profitable, impactful, and fulfilling practice, connect with me on:

Facebook: https://www.facebook.com/groups/businessofarchitecture

Instagram: https://www.instagram.com/businessofarch/

Website: https://www.businessofarchitecture.com/yt

Twitter: https://twitter.com/BusinessofArch

Podcast: http://www.businessofarchitecture.com/show

iTunes: https://podcasts.apple.com/us/podcast/business-architecture-podcast/id588987926

Android Podcast Feed: http://feeds.feedburner.com/BusinessofArchitecture-podcast

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9idXNpbmVzc29mYXJjaGl0ZWN0dXJlLmxpYnN5bi5jb20vcnNz

*******

Access the FREE Architecture Firm Profit Map video here: http://freearchitectgift.com

Carpe Diem!

Are your feelings steering your business decisions? In this episode, Enoch Sears explores the critical difference between perception and reality in running an architectural practice. He shares a surprising story about a bodybuilder that reveals why focusing on measurable data is essential to making better choices.

You'll hear about a unique coaching session where architects tackled challenges like tracking profitability, setting the right fees, and balancing billable and non-billable time. Enoch teases a game-changing tool to assess your firm’s revenue potential and highlights the importance of asking smarter questions to build stronger client relationships.

Want to know how architects can move beyond chaos to take control of their business? This episode offers eye-opening insights you won’t want to miss.

• Why did a bodybuilder feel smaller as he grew larger—and what’s the lesson for architects?
• What simple tool can reveal your firm's true revenue potential?
• How does one key shift in mindset lead to better client relationships?
• What’s the danger of relying on feelings over facts in your practice?

Link: https://www.businessofarchitecture.com/capacity

► Transcription: https://otter.ai/u/BYTjl5PLhuok7KzK1fguJh_P9eQ?utm_source=copy_url

► Feedback? Email us at podcast@businessofarchitecture.com

► Access your free training at http://SmartPracticeMethod.com/

► If you want to speak directly to our advisors, book a call at https://www.businessofarchitecture.com/call

► Subscribe to our YouTube Channel for updates:

https://www.youtube.com/c/BusinessofArchitecture

*******

For more free tools and resources for running a profitable, impactful, and fulfilling practice, connect with me on:

Facebook: https://www.facebook.com/groups/businessofarchitecture

Instagram: https://www.instagram.com/businessofarch/

Website: https://www.businessofarchitecture.com/yt

Twitter: https://twitter.com/BusinessofArch

Podcast: http://www.businessofarchitecture.com/show

iTunes: https://podcasts.apple.com/us/podcast/business-architecture-podcast/id588987926

Android Podcast Feed: http://feeds.feedburner.com/BusinessofArchitecture-podcast

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9idXNpbmVzc29mYXJjaGl0ZWN0dXJlLmxpYnN5bi5jb20vcnNz

*******

Access the FREE Architecture Firm Profit Map video here: http://freearchitectgift.com

Carpe Diem!

Hiring is one of the trickiest parts of growing your architecture firm. In this episode, Enoch Sears dives into the challenges and rewards of building the right team. Whether you’re overwhelmed with deadlines or stuck deciding who to hire, this episode offers powerful insights to guide you.

You’ll discover what makes hiring a game-changing investment rather than a risky expense. Learn why the wrong hire can tie your hands and how the right hire can transform your workload, your stress levels, and your entire practice.

Packed with stories, practical steps, and a surprising tool you can start using today, this episode is a must-listen for architects ready to scale their firms without losing their freedom.

• The surprising shift that makes hiring less risky and more rewarding.
• The #1 mistake most firm owners make when hiring their first team member.
• A proven exercise to uncover exactly what tasks you should delegate.
• Why the right hire can triple your revenue in just months.

Link: https://www.businessofarchitecture.com/delegate

► Transcription: https://otter.ai/u/A-nkVwzoavs906TFrgcwk7ifgsE?utm_source=copy_url

► Feedback? Email us at podcast@businessofarchitecture.com

► Access your free training at http://SmartPracticeMethod.com/

► If you want to speak directly to our advisors, book a call at https://www.businessofarchitecture.com/call

► Subscribe to our YouTube Channel for updates:

https://www.youtube.com/c/BusinessofArchitecture

*******

For more free tools and resources for running a profitable, impactful, and fulfilling practice, connect with me on:

Facebook: https://www.facebook.com/groups/businessofarchitecture

Instagram: https://www.instagram.com/businessofarch/

Website: https://www.businessofarchitecture.com/yt

Twitter: https://twitter.com/BusinessofArch

Podcast: http://www.businessofarchitecture.com/show

iTunes: https://podcasts.apple.com/us/podcast/business-architecture-podcast/id588987926

Android Podcast Feed: http://feeds.feedburner.com/BusinessofArchitecture-podcast

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9idXNpbmVzc29mYXJjaGl0ZWN0dXJlLmxpYnN5bi5jb20vcnNz

*******

Access the FREE Architecture Firm Profit Map video here: http://freearchitectgift.com

Carpe Diem!