605: The Future of Architecture Part 1: Fees, Salaries, and Positioning with Paul Iddon of Agency PSI
Business of Architecture Podcast
Release Date: 01/10/2025
629: The Shocking Truth About Selling Your Architecture Firm (Most Owners Have No Idea) with Stonemill Partners
Business of Architecture Podcast
Architecture firm owners are increasingly burdened by succession planning, talent shortages, and the pressure to scale in a competitive market. Many are unsure how to exit gracefully, grow beyond 50 people, or prepare their business for long-term success, let alone navigate the complex world of mergers and acquisitions. In this eye-opening episode, Rion Willard sits down with the founders of Stone Mill Partners, a specialist M&A firm serving the AEC industry. They peel back the curtain on how architectural firms are being bought, sold, and merged—often with surprising motivations behind...
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628: An Architect Developer's Surprising Advice For Small Firm Owners with Zeke Freeman & Enoch Sears on The Radical Hospitality Podcast
Business of Architecture Podcast
Most architects start their own firms for more freedom. But too many end up overwhelmed, overworked, and underpaid. Why does this happen, and how can you break free? In this episode, Enoch Sears speaks with architect and developer Zeke Freeman about the unseen barriers that hold back small firm owners. They uncover the surprising mindset shifts that can unlock real profitability. Plus, they explore the key difference between struggling firms and those that scale beyond $1M. You'll also hear why some firms hit a ceiling while others break through. And if you’ve ever wondered whether...
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627: A Game-Changing Framework For Escaping The Grind & Getting Your Time Back with Jason Pond & Rion Willard on The Small Business Breakthrough Podcast
Business of Architecture Podcast
Many architects start their firms with a vision of creative freedom, only to find themselves buried in endless work, stretched too thin, and struggling financially. In this episode, Rion Willard joins Jason Owens to reveal why so many architects hit this wall—and what they must do to escape it. You’ll hear how business structures, delegation, and financial strategies play a hidden role in shaping success. Ryan also shares personal stories of his own struggles, the game-changing moment that shifted everything, and how he and Enoch Sears built a framework to help architects reclaim their...
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626: From Architect to Developer: A Dangerous Move or a Bold New Model? with David Cross of Skyhouse
Business of Architecture Podcast
Most architects dream of building their own projects—but when it comes time to raise money, navigate risk, and manage construction, many find themselves stuck. Without the right systems, support, or business model, those dreams quickly fade under the weight of complexity and cost. David Cross joins Rion Willard to tell the story of how he left a traditional practice to tackle one of the biggest problems in UK housing. In this episode, David shares the bold move that started it all—and the surprising childhood experience that planted the seed. He opens up about the risks, the wins, and what...
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625: Why Design Talent Won’t Win You Clients (and What Will) with Joseph Aniedu of AGA Associates
Business of Architecture Podcast
In this episode, Rion Willard speaks with Joseph Aniedu, a seasoned architect with extensive experience across a range of project types and procurement methods. Joseph has led both internal and external design teams in the successful delivery of complex, multi-disciplinary projects, spanning residential, hospitality, and mixed-use sectors. With a remarkable portfolio that includes award-winning healthcare and hospitality projects in the UK, Joseph’s work has contributed to projects totaling nearly £1 billion in value. His tenure as a senior architect for major clients has refined his...
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624: Overlooked Strategies for Profitability Without Working Harder with Enoch & Rion
Business of Architecture Podcast
How can you boost your architecture firm’s profitability—without taking on more work? In this episode, Rion Willard and Enoch Sears break down an often-overlooked strategy that could transform your business overnight. They discuss how pricing isn’t just a number—it’s positioning, marketing, and psychology all wrapped into one. Discover why some firms effortlessly command premium fees while others struggle with clients who push back on pricing. Learn how one simple tweak to your service offerings could create new revenue streams instantly. Plus, get insight into the surprising lessons...
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623: Why Architects Struggle to Innovate—And How to Fix It with Josh Sanabria of GoArchitect
Business of Architecture Podcast
What happens when an architect breaks free from traditional practice and takes an unconventional path? In this episode, Josh Sanabria, founder of GoArchitect, shares how his journey led him from design studios to a unique intersection of software, community engagement, and architecture. His company has found an innovative way to help school districts secure funding for major projects—but it’s not what you’d expect. Josh reveals how a surprising realization forced him to pivot his business model completely, leading to explosive growth. He also discusses the overlooked challenges that...
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622: How to Charge More Without Losing Clients (And Why They’ll Thank You for It) with Enoch Sears & Rion Willard
Business of Architecture Podcast
Raising your fees can feel risky, but what if it actually enhances your client’s experience? In this episode, Enoch Sears and Rion Willard dive deeper into the psychology of pricing, client perception, and how creating the right kind of buying experience can make clients more willing to pay premium fees—without resistance. Rion shares a surprising turn of events from his watch-buying fiasco and how a frustrating purchasing experience almost ruined a sale. The lesson? The process of buying matters just as much as the product. Enoch and Rion also discuss the hidden mindset shifts that...
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621: What Clients Really Value in Architecture (And What You’re Getting Wrong)with Enoch Sears & Rion Willard
Business of Architecture Podcast
Think you know what your clients truly value? You might be surprised. In this episode, Enoch Sears and Rion Willard dive into the hidden psychology behind financial decisions in architecture. They reveal why architects often assume the wrong things about their clients—and how those blind spots lead to pricing struggles, missed opportunities, and frustrating conversations about fees. Rion shares a personal story about an electrician who completely misread his priorities, leading to a lost sale. This simple mistake mirrors what many architects unknowingly do in their own businesses. Enoch and...
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620: Why Clients Delay Payments (& How Architects Can Stop Being Manipulated) with Haritos Sofios of bugleLabs
Business of Architecture Podcast
What if the biggest challenges in architecture—clients not paying on time and miscommunication disasters—could be solved with one powerful tool? In this episode, Rion Willard speaks with tech entrepreneur Harry Sofios, founder of Bugle Labs, about his mission to fix the broken architect-client relationship. Harry shares the eye-opening stories that led him to develop a software platform designed to eliminate cash flow nightmares and reduce project chaos. He reveals how lessons from e-learning technology inspired a smarter way for architects to manage projects, protect their work, and...
info_outlineIn 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
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