Tiersa Wodash (Heron)

In this episode of Flying Solo, host Katie Kangas speaks with Duluth-based architect and solopreneur Tiersa Wodash, founder of Brick and Mortar. Tiersa has built her practice around helping small business owners navigate the complexities of opening their own physical spaces. Like a heron standing still in the water, she has immersed herself in her community, observing the needs of entrepreneurs and waiting for just the right opportunities to step in and help. Her approach centers on sustainability, collaboration, and client education, with the goal of making architecture more approachable for those launching new ventures.Tiersa and Katie discuss how centering a practice around a specialty can create both clarity and opportunity. By following the entrepreneurial journey of her ideal clients, Tiersa discovered unmet needs and designed services that serve her ideal clients earlier in the process. One example is her Building Matchmaker Profile, a tool that helps entrepreneurs assess potential spaces before signing a lease—bridging the gap between real estate decisions and design. Alongside tools like this, Tiersa emphasizes the importance of building relationships through networking, pursuing grant opportunities, and refining client communication. These strategies position her not just as an architect, but as a trusted resource.Katie highlights three key takeaways from Tiersa’s practice: the power of specializing in a clearly defined client group, the impact of creating service packages that solve specific problems, and the value of moving upstream to connect with clients earlier in their journey. Read more about thinking ‘upstream’ in Dan Heath’s book Upstream. Whether through in-person networking, community presentations, or online resources, Tiersa demonstrates how architects can use education and visibility to become thought leaders in their niche. Tiersa’s story shows how aligning personal passions with community needs can create a deeply rewarding practice—one that helps clients feel empowered while strengthening the role of architects in everyday life. Read more about this marketing strategy in the Win Without Pitching Manifesto by Blair Enns.Brick and MortarWebsite: www.brickandmortar.designInstagram: @brick.and.mortar.designTo join this flying solo movement, you can follow Flying Solo Arch on Instagram where Katie posts content to encourage your business life. Find out which bird defines your marketing strategy with the Bird Quiz on the Flying Solo Website. Listen to more encouraging content on the Gabl Media platform including podcasts with CEU and HSW credit towards your licensure renewal. Consider joining the EntreArchitect Network by becoming a member or joining the free EntreArchitect Community Facebook Group. Mark R. Page, founder of EntreArchitect and Gabl Media, has been building a community of small firm architects who are having tough conversations to improve their professional practice and live their best life every day.