Niche vs. Generalist: What Your Firm Is Already Telling You

One of the most common questions architecture firms ask themselves is also one of the hardest: should we niche down, or stay generalized? On Episode 128 of As Built, Patience and Brian discuss the fears that hold firms back from committing to a niche, the real advantages of staying generalist, and how to tell the difference between a strategic pivot and chasing a trend. One key insight from the conversation: the decision doesn't have to be a leap of faith. Your firm's project history, client relationships, and staff structure are already pointing in a direction. The goal is to read that signal clearly before making a move. They also address the temptation to niche down when billings are slow, the risk of over-niching into too narrow a market, and why niched firms aren't inherently better than generalist ones. Whether you're leading a firm, managing its marketing, or both, this episode gives you a practical framework for approaching the decision with your eyes open.