As Built

Every building has a story, but most firms only ever show the finished product. In this episode of As Built, we make the case for storytelling as one of the most underrated business development tools in architecture. We talk about why people remember a single photograph or story long after they've forgotten the schematics, how sharing the "how it got built" story helps justify a firm's fees and expertise, and why architects need to get a little more comfortable being human in how they talk about their work.

Ria Vogiatzi Xenou always knew she wanted to be an architect, even after her father insisted she study civil engineering instead. After finishing an engineering degree, she secretly enrolled in architecture school and went on to found a world-renowned architecture firm. In this episode, the founder of ELASTIC traces her path from a first project for a Greek football club to designing resorts for Aman around the world. She talks about surviving Greece's financial crisis by going international, the daily emails that landed her first hospitality project, and the design philosophy she still builds every project around: give guests the experience of a place, not the architect's ego.

Do you like throwing money away? No? Then your AEC firm had better have a marketing strategy. In this episode of As Built, we explain the differences between a good marketing strategy and a to-do list, the real costs of not having one, and how to use your marketing strategy to further your firm.

"Business development" isn't a department; it's a mindset every person at your firm should embody. Patience and Brian discuss why BD can't be isolated to a dedicated team, how to train staff to recognize opportunities without turning them into salespeople, and why handing employees an AI-generated SOP is no substitute for real conversation and buy-in.

Are you a large architecture firm with a deep bench, a commitment to sustainability, and a passion for impactful design? So is everyone else! How does a prospective client actually tell large firms apart when everyone's saying the same thing? The answer isn't a better tagline. It's putting the focus on the people inside the firm. Listen to this episode and find out why you should treat your departments like their own smaller firms, why your firm leaders are probably your most underused marketing asset, and how firms can keep from getting hoisted on their own petards.

Most marketing teams in the AEC industry are stuck paying a tax they never agreed to. Nearly a third spend less than a quarter of their time on strategy and brand building, even though that's exactly what firms hired them to do. In this episode, Patience and Brian break down why this keeps happening, why it's a structural problem and not a people problem, and what firm leaders can do to give their marketing teams the time and trust they need to actually build the brand, not just check boxes.

AI search isn't coming soon - it's here. People are already shifting from using "traditional" search engines like Google to AI agents like Gemini and Claude. How does that impact business development for architecture firms? In this episode, we reveal what answer engine optimization (AEO) means for architecture firms, why it affects far more than just clients (think RFP committees, lenders, press, and job seekers), and what it actually costs a firm to be invisible to AI. They walk through how people phrase AI searches differently than traditional ones, how LLMs decide which firms to trust, and how to make sure your firm doesn't get overlooked.

CannonDesign CEO Brad Lukanic, AIA, LEED AP and Principal Natalie Petzoldt, AIA, LEED AP, EDAC join As Built to discuss how the firm scales without losing its identity. They discuss the Ennead Architects and Cityfi acquisitions, internal programs like Open Hand Studio and AMP, the firm's employee ownership model, and how their guiding maxim "do good, do right" shapes real decisions. They also share how Billie, their in-house AI platform, supports the team without replacing human judgment.

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.

Ten years into building one of the most unique AEC firms in the world, City Collective Managing Partners David Cooke, RAIA, MPIA and Justin Kearnan, AIA talk about what it actually takes to move the needle on the problems cities can't seem to solve.  City Collective was built around a simple but radical premise: that the only way to solve a city's toughest challenges is to bring every discipline into the same room. In this conversation, Managing Partners David Cooke, RAIA, MPIA and Justin Kearnan, AIA walk us through the firm's holistic design approach, from writing their own economic pro formas to unlock housing deals, to championing the "missing middle" housing typologies that were effectively regulated out of existence for half a century. They share how City Collective operates as a single design culture across Australia and the United States, why they hire for people with roots in at least two disciplines, and what it looks like to bring sports and community infrastructure into the same equity-driven framework they apply to affordable housing.

If your architecture firm's About page sounds like every other firm's About page, this episode is for you. Hosts Patience Jones and Brian Jones break down why so many firms end up with generic, forgettable positioning statements and, more importantly, how to write one that actually works.   We discuss: Why vague language like "excellence" and "collaborative" fails to differentiate your firm from competitors How to identify what makes your firm worth hiring How to create a framework for building an effective positioning statement that doesn't copy from competitors   Whether you're writing your About page for the first time or overhauling one that's been collecting dust, this episode gives you a clear starting point. Subscribe to As Built for more practical marketing guidance built specifically for architecture and construction professionals.

Wanting to break into a new building type or market sector is exciting, but it comes with a real challenge: how do you win work you or your firm has never done before? In this episode of As Built, Patience and Brian tackle one of the most common growth obstacles for architecture and construction firms, and lay out a practical roadmap for making the transition.   We explain how to:   Identify transferable skills and processes from your existing portfolio Use photo and video storytelling Quietly expand into a new sector without alarming your current clients or signaling inexperience to prospects   If you're feeling like you're stuck in a cycle of "wanting to do it but haven't done it to prove you can do it," this episode is for you. Subscribe to As Built so you never miss an episode.

Project sheets might not get your blood racing, but they can make or break your next RFP response. In this episode of As Built, co-hosts Patience Jones and Brian Jones dig into what it actually takes to upgrade your project sheets from a static archive into a strategic tool that wins commissions.   Episode Highlights: The two core purposes every project sheet must serve Why a "kitchen sink"  version is the right starting point for tailoring submissions to specific RFPs How storytelling, context-driven photography, and linking to dedicated project pages online can help your firm stand out from the competition.    Patience and Brian also tackle why listing your project partners is a sign of strength, not a liability, and how to think about QR codes and hyperlinks that extend your document beyond the printed page.   If you want to stop scrambling every time an RFP lands and start submitting materials that actually communicate your value, this episode is for you. Subscribe to As Built so you never miss an episode.

In this episode of As Built, co-hosts Patience Jones and Brian Jones tackle the most frequently asked marketing questions they hear from professionals across all industries and leadership levels, no live audience required.   They cover which social media platforms your firm actually needs to be on (and why cross-posting the same content everywhere is a waste of time), whether social media is truly non-negotiable for firm growth, and the real reasons your award-worthy project might not be getting published. They also dig into the "easy button" question every firm asks: what's the single most impactful thing you can do for marketing when time is limited? Whether you're just getting started or refining an existing strategy, this episode offers honest, practical guidance rooted in years of experience working with architecture and design firms. Subscribe to As Built wherever you listen to podcasts so you never miss an episode.

We're almost two months into 2026, and most likely you are in the majority of people who feel like they're not as far along on their goals as they envisioned they would be. Don't beat yourself up! Listen to this episode and learn how to objectively determine how successful you've been, what to do to get back in gear, and when to abandon what now longer sounds like a good idea. Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/  • https://www.linkedin.com/in/patiencejones

Resilience might be the thing your firm needs most right now: the ability to withstand hardship and to come back. Resilience is not never having a bad day. Resilience is not never being upset or never disappointed or never sad. What is resilience? Why does being resilient matter? How can you become more resilient? Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/  • https://www.linkedin.com/in/patiencejones

Competitions can be a very big part of an architect's professional life. Are they the right thing for your firm? How do you know? What can you expect to get out of entering, and more importantly, what will you need to put in to achieve that goal? In this episode, we unpack how to know if the competition approach is right for your firm. Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/  • https://www.linkedin.com/in/patiencejones

Instructions getting missed? Announcements being misunderstood or ignored? It's likely not what you're saying, but how you're communicating it. Each generation expects to receive information in their preferred formats, so how do you reach everyone? Spend 10 minutes listening to this episode and find out. Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/  • https://www.linkedin.com/in/patiencejones    

Acquisitions can cause a lot of panic, uncertainty, and confusion. They never go smoothly, so what we talk about in this episode are things to keep in mind so that it goes more smoothly. From how and what to communicate to how to be a good team player, this episode will help both acquirers and acquirees. Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/ 

The architect stereotype of a bespectacled, tote bag-carrying curmudgeon makes for great insider jokes, but that can seep into how prospective clients think about both your firm and the profession. In this episode, we unpack the architect stereotype, what's really behind it, and how to be aware of it so you can use it to your advantage. Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/ 

There's currently no universally accepted definition of terms like "green" and "eco-friendly." This can lead to misunderstandings and project issues when clients interpret those terms to mean something that you don't. In this episode, we explain how to convey sustainability features in a way everyone can understand and why that trust is vital to your firm's success. Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/     

We're nearing what feels like perpetual award season. How can your architecture firm make the most of award opportunities? How do you know which ones to enter, and how do you maximize your chances of winning one? Most importantly, how do you keep award submissions from hijacking the rest of your firm's work? In this episode, we walk you through what you need to know.   Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/ 

More and more people are using AI to search for things. Does this mean "traditional," web-based search engine optimization is dead? In this episode, we explain why SEO is still important and the new functions it serves.   Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/ 

Visual content can be a headache for architecture firms and building materials. A lot of effort goes into one or a couple of "signature" images that can become stale quickly. While firms have a lot of work, they don't always have the variety and depth of visual content to "prove" it. Based on our knowledge of the needs firms have and the best ways to portray their work, we've developed a process by which firms are able to have exponentially more ways to showcase their work, with no extra effort from the firm and no AI. We call it Dynamist. Listen for more details. Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/  • https://www.linkedin.com/in/patiencejones/                 

We are very pleased to welcome back Marion Weiss, FAIA, and Michael Manfredi, FAIA, Partners and Cofounders of WEISS/MANFREDI Architecture/Landscape/Urbanism. When we last spoke, WEISS/MANFREDI was a finalist for the Nelson-Atkins Museum of Art Expansion Competition. Since then, they won the competition and published a book: Drifting Symmetries: Projects, Provocations, and Other Enduring Models. In this episode, we talk with Marion and Michael about their unique approach to the practice of architecture, the reason they decided to highlight the work of other architects in their book, and why they continue to teach.   Episode Resources: Connect with Marion Weiss, FAIA https://www.weissmanfredi.com/studio/people/94-marion-weiss Connect with Michael Manfredi, FAIA https://www.weissmanfredi.com/studio/people/92-michael-manfredi Read the Book https://www.weissmanfredi.com/research/3932-drifting-symmetries-projects-provocations-and-other-enduring-models Connect with Brian Jones and Patience Jones https://graphicmachine.com/   https://www.linkedin.com/company/graphicmachine/  https://www.linkedin.com/in/brian-jones-graphicmachine/ https://www.linkedin.com/in/patiencejones/ 

If you inwardly groan whenever social media is mentioned, this is the episode for you. We discuss how architects can use social media to grow their practices without being gross or becoming consumed by who liked what. Social media might not be your most favorite thing, but we'll show you how it doesn't have to be punishing.   Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/  • https://www.linkedin.com/in/patiencejones/   

There are anywhere from two to four generations of people currently working for your client prospects. To have the best chance of winning projects, you need to be able to market effectively to each generation. What does each generation look for, and how can you deliver that information so it resonates with them?   Episode Resources   Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/  • https://www.linkedin.com/in/patiencejones/       

Do you want more control over your career? Whether you're looking to climb your firm's leadership ladder, bring in new clients, or shift your career focus, people need to understand who you are. That's where personal branding comes in. In this episode, we talk about what personal branding is – and isn't - and how to get started.   Episode Resources: Profile Elevation: Personal branding for architects Material Growth: Personal branding for building materials Focused Acceleration: Personal branding for construction Connect with Brian Jones and Patience Jones https://www.graphicmachine.com/ https://www.linkedin.com/company/graphicmachine/ https://www.linkedin.com/in/brian-jones-graphicmachine/ https://www.linkedin.com/in/patiencejones/

Kay Sargent, FASID, FIIDA, CID, LEED® AP, MCR.w, WELL AP, is a Principal at HOK and the firm's Director of Thought Leadership, Interiors. She has recently published her first book, Designing Neuroinclusive Workplaces: Advancing Sensory Processing and Cognitive Well-Being in the Built Environment, based on her extensive research and firsthand experience designing interior spaces. In this episode, Kay explains how her passion for the work led to the writing of a book and how she balanced that with her role as a firm leader. She also explains the approach behind neuroinclusive design and how to begin to optimize workplace environments.   Episode Resources:   Connect with Kay Sargent, FASID, FIIDA https://www.linkedin.com/in/kay-sargent-53b2431/ https://www.hok.com/people/leadership/view/kay-sargent/ Read the Book https://www.inclusiveworkplace.design/  Connect with Brian Jones and Patience Jones https://graphicmachine.com/   https://www.linkedin.com/company/graphicmachine/  https://www.linkedin.com/in/brian-jones-graphicmachine/ https://www.linkedin.com/in/patiencejones/ 

If the only contact a person ever had with the outside world was in browsing the internet, SEO (search engine optimization) would be enough. You could optimize your site and know that the right people would find you. But – hopefully – that isn't the only way people gather information. Social media, reviews, blogs, conferences, in-person meetings: they are all opportunities for prospective clients to find your firm.  That's where discoverability comes in. How discoverable your firm is will directly impact its growth.  Listen now to find out how to make your firm more discoverable.    Episode Resources: Connect with Brian Jones and Patience Jones https://graphicmachine.com/  https://www.linkedin.com/company/graphicmachine/    https://www.linkedin.com/in/brian-jones-graphicmachine/  https://www.linkedin.com/in/patiencejones/  

While the world of AI is still relatively new, it's spreading rapidly. From a quick search on ChatGPT to a batch of renderings generated with Adobe Firefly, people are already using AI in big and small ways. That's why it's more important than ever for your company to adopt an AI policy, even if that policy is simply "no AI." A clear, simple policy can protect your team, your clients, and your reputation.   Tune in now to learn why having an AI policy isn't optional anymore.    Episode Resources: Connect with Brian Jones and Patience Jones https://graphicmachine.com/  https://www.linkedin.com/company/graphicmachine/    https://www.linkedin.com/in/brian-jones-graphicmachine/  https://www.linkedin.com/in/patiencejones/

How does an architect become a firm leader without losing their passion for the work itself?  Matthew Mueller, AIA, Partner at PBDW, shares his experience with work-life harmony and how three core firm values have kept him at the same firm for 25 years: thoughtfulness, mentorship, and hands-on involvement.  Listen now to hear how Matthew shaped his career path and his firm. Episode Resources: Connect with Matthew Mueller, AIA https://www.linkedin.com/in/matthewhmueller  Connect with Brian Jones and Patience Jones https://graphicmachine.com/  https://www.linkedin.com/company/graphicmachine/    https://www.linkedin.com/in/brian-jones-graphicmachine/  https://www.linkedin.com/in/patiencejones/  

Too busy to attend New York Design Week? Maybe the crowds at NeoCon were just too much to handle this year. Or maybe you didn't know these shows existed at all. Whatever the reason, no worries, we went for you. Tune in to hear about this year's trends, standout products, and companies that truly know how to brand. Episode Resources: Connect with Brian Jones and Patience Jones https://graphicmachine.com/  https://www.linkedin.com/company/graphicmachine/    https://www.linkedin.com/in/brian-jones-graphicmachine/  https://www.linkedin.com/in/patiencejones/

In this episode of our series about the Nelson-Atkins Museum of Art International Design Competition, As Built co-hosts Patience Jones and Brian Jones speak with competition finalist Brian Butterfield of the firm WHY Architecture.    Photo of Brian Butterfield courtesy of WHY Architecture This episode is part of the Nelson-Atkins Museum of Art International Design Competition Podcast Series, which is a 2025 W3 Silver Award Winner for Podcast, General Series - Cultural Institutions.

In this episode of our series about the Nelson-Atkins Museum of Art International Design Competition, As Built co-hosts Patience Jones and Brian Jones speak with competition finalists Marion Weiss, FAIA and Michael Manfredi, FAIA, of the firm Weiss/Manfredi.   Photo of Marion Weiss, Michael Manfredi courtesy of Shuli Sadé and Weiss/Manfredi This episode is part of the Nelson-Atkins Museum of Art International Design Competition Podcast Series, which is a 2025 W3 Silver Award Winner for Podcast, General Series - Cultural Institutions.

In this episode of our series about the Nelson-Atkins Museum of Art International Design Competition, As Built co-hosts Patience Jones and Brian Jones speak with competition finalist Jeanne Gang, FAIA of the firm Studio Gang.    Photo of Jeanne Gang © John David Pittman This episode is part of the Nelson-Atkins Museum of Art International Design Competition Podcast Series, which is a 2025 W3 Silver Award Winner for Podcast, General Series - Cultural Institutions.

In this episode of our series about the Nelson-Atkins Museum of Art International Design Competition, As Built co-hosts Brian Jones and Patience Jones speak with competition finalists Elisabetta Trezzani and Kerry Joyce of the firm Renzo Piano Building Workshop.    Photos of Elisabetta Trezzani and Kerry Joyce courtesy of Renzo Piano Building Workshop This episode is part of the Nelson-Atkins Museum of Art International Design Competition Podcast Series, which is a 2025 W3 Silver Award Winner for Podcast, General Series - Cultural Institutions.

In this episode of our series about the Nelson-Atkins Museum of Art International Design Competition, As Built co-hosts Patience Jones and Brian Jones speak with competition finalist Annabelle Selldorf, FAIA of the firm Selldorf Architects.    Photo of Annabelle Selldorf © Stephen Kent Johnson courtesy of Selldorf Architects This episode is part of the Nelson-Atkins Museum of Art International Design Competition Podcast Series, which is a 2025 W3 Silver Award Winner for Podcast, General Series - Cultural Institutions.

In this episode of our series about the Nelson-Atkins Museum of Art International Design Competition, As Built co-hosts Brian Jones and Patience Jones speak with competition finalist Kengo Kuma of Kengo Kuma & Associates.    Photo of Kengo Kuma courtesy of J.C. Carbonne and Kengo Kuma & Associates This episode is part of the Nelson-Atkins Museum of Art International Design Competition Podcast Series, which is a 2025 W3 Silver Award Winner for Podcast, General Series - Cultural Institutions.

In the second episode of a new series about the Nelson-Atkins Museum of Art International Design Competition, As Built co-hosts Patience Jones and Brian Jones speak with Malcolm Reading, LVO, RIBA, Hon FRGS, Chairman of Malcolm Reading Consultants, about how the competition process works and what architects should consider when entering a design competition.    Photo of Malcolm Reading courtesy of Malcolm Reading Consultants This episode is part of the Nelson-Atkins Museum of Art International Design Competition Podcast Series, which is a 2025 W3 Silver Award Winner for Podcast, General Series - Cultural Institutions.

In the first episode of a new series about the Nelson-Atkins Museum of Art International Design Competition, As Built co-hosts Patience Jones and Brian Jones speak with Julián Zugazagoitia, the Museum's Director & CEO, about the competition and the need for community involvement.    Photo of Julián Zugazagoitia courtesy of the Nelson-Atkins Museum of Art This episode is part of the Nelson-Atkins Museum of Art International Design Competition Podcast Series, which is a 2025 W3 Silver Award Winner for Podcast, General Series - Cultural Institutions.

Mark Wagner, AIA, is a Principal at Davis Brody Bond, a Page/ Company. Based in New York City, Mark has deep experience in the design of cultural and public spaces. His portfolio includes the National September 11 Memorial Museum, the World Trade Center Archive, the National Park Service Ellis Island Emergency and Long-Term Museum Collections and Storage, and the Hall of Gems at the American Museum of Natural History. In this episode, Mark talks with Patience Jones about the roles that empathy and memory play in the design of public cultural spaces. They also discuss Davis Brody Bond's own history of work and founding architect J. Max Bond, Jr.'s role in designing the Martin Luther King, Jr. Center for Nonviolent Social Change in Atlanta. Highlights: What inspired Mark to become an architect A leadership view of the organizational transition when Davis Brody Bond joined forces with multidisciplinary design, architecture, and engineering firm Page/ How intentionality is expressed in design Managing dual states of empathy and emotional distance to achieve design goals The ways in which cultural buildings both reflect and shape our memories What public ownership of a space really means How cultural space design has changed over the last five years, and where it's headed in the next five Episode Resources: Connect with Brian Jones and Patience Jones https://www.linkedin.com/company/graphicmachine/ https://www.linkedin.com/in/brian-jones-graphicmachine/ https://www.linkedin.com/in/patiencejones/ Connect with Mark Wagner, AIA https://www.linkedin.com/in/mark-wagner-8a1242a/ https://www.davisbrodybond.com/mark-wagner Read More About Mark's Work "Preserving Emotion and Memory: The Case for Combining Memorials and Museums" "Beyond the Rubble: How the 9/11 Museum Redefined Building Impact and Cultural Resonance"

Thinking about print and digital as two separate media formats that never overlap can shortchange the impact of both. In this episode, we talk about the ways in which digital efforts can support print marketing - and vice versa. Whether it's a QR code for an ad or changing up your website to mirror editorial coverage, we help you find ways to connect the dots for your audiences. Highlights What it takes for a prospect to mentally connect your firm with its print coverage How to be consistent across media without being dull Working within advertorial parameters The different ways in which architects and clients view consumer publications Episode Resources: Connect with Brian Jones and Patience Jones https://graphicmachine.com/ https://www.linkedin.com/company/graphicmachine/ https://www.linkedin.com/in/brian-jones-graphicmachine/ https://www.linkedin.com/in/patiencejones/ 

Google has been found in violation of U.S. anti-trust laws, and now it's time for ... "the punishment." We walk through what the case means, what the Department of Justice is proposing for a penalty, and whether firms need to start changing their digital strategies in anticipation of the outcome. Highlights The four prongs of the DOJ's proposed punishment The timeline for the court's decision and implementation Why the ultimate outcome shouldn't drastically impact marketing The importance of creating a good user experience and search optimization regardless of platform Why a "marketing mix" is vital for business growth Episode Resources: The Court's decision in US v. Google Connect with Brian Jones and Patience Jones https://graphicmachine.com/ https://www.linkedin.com/company/graphicmachine/ https://www.linkedin.com/in/brian-jones-graphicmachine/ https://www.linkedin.com/in/patiencejones/ 

Considering a new firm name? Historically, whether to change – and what to change to – was impacted by a limited number of factors. Now that we live in a digital age, and as trends have shifted away from using principal names for the firm name, there are more things to consider: Is the name you want available as a domain name? How easy is it for people to spell and say the name? Does the proposed name make your firm more or less discoverable? In this episode, we outline modern criteria for architecture firm names and explain their importance. Highlights How a firm name can promote – or impede – firm growth The firm name as a tool for legitimizing the firm Avoiding confusion with competitors Helping your firm be more discoverable by ideal clients How to think about a URL What the increased use of vocal search means for firm names   Episode Resources: Firm naming checklist Connect with Brian Jones and Patience Jones https://graphicmachine.com/ https://www.linkedin.com/company/graphicmachine/ https://www.linkedin.com/in/brian-jones-graphicmachine/  https://www.linkedin.com/in/patiencejones/ 

Marketing calendar tools: not super exciting, but super necessary. In the newest Tech Stack episode, we explain how these tools work, why you need them, and how to choose the best one for your firm. Highlights: What marketing calendar tools do Why your firm needs one How to identify your firm's calendaring needs How to choose the best marketing calendar tool for your firm Episode Resources: Marketing calendar resources (These are not endorsements, just a few options to kick-start your research and evaluation process) Free templates from SmartSheet Free templates from HubSpot DivvyHQ Trello CoSchedule Planable Connect with Brian Jones and Patience Jones https://graphicmachine.com/ https://www.linkedin.com/company/graphicmachine/ https://www.linkedin.com/in/brian-jones-graphicmachine/ https://www.linkedin.com/in/patiencejones/ 

Are all of your marketing efforts stuck in an eternal feedback loop? If you're constantly revising based on new opinions and can't get anything out the door, the answer is, "Yes." Iterative processes have their place, but there comes a time when your marketing can't do anything for you because nothing can get final approval. When your marketing flow starts to look like an M.C. Escher drawing, it's time to break out of the eternal feedback loop. Highlights: Why the pursuit of elusive perfection is your enemy How knowing something can be changed can keep it from being finalized The downside of creativity: nothing is ever "done" How to get out of the feedback loop and marketing efforts reflect priorities Remembering your marketing output is not your legacy   Episode Resources: Connect with Brian Jones and Patience Jones https://graphicmachine.com/ https://www.linkedin.com/company/graphicmachine/ https://www.linkedin.com/in/brian-jones-graphicmachine/ https://www.linkedin.com/in/patiencejones/ 

Preparing RFP responses can feel like all you're doing is working off of someone else's checklist. In truth, RFP responses can be great opportunities for educating prospective clients about your firm's strengths. The key is to use details in every response to focus the readers on what's important. This turns RFPs into a marketing tool for the immediate project - as well as future projects from the same clients. Opportunities are in the details, and details create opportunities. Highlights: The importance of closing the loop for RFP reviewers Focusing on what makes your firm uniquely qualified to do the project How architecture firms are like Moleskine notebooks Why you can't rely on people looking at your website Making the RFP a self-contained document How to ensure your RFP response is effective no matter the prescribed format Episode Resources: Connect with Brian Jones and Patience Jones https://graphicmachine.com/ https://www.linkedin.com/company/graphicmachine/ https://www.linkedin.com/in/brian-jones-graphicmachine/ https://www.linkedin.com/in/patiencejones/ 

Does your firm have that One Great Image that gets used everywhere? In this episode, we unpack the limitations of relying solely on static images in architectural marketing. Learn why embracing video, diverse visuals, and storytelling can set your firm apart.  Highlights: How the way people consume information has changed The struggle for differentiation Why "perfection" is truly your enemy Where single images fall down The importance of telling the whole project story The need to prioritize image creation and collection Episode Resources: Connect with Brian Jones and Patience Jones https://www.linkedin.com/company/graphicmachine/ https://www.linkedin.com/in/brian-jones-graphicmachine/ https://www.linkedin.com/in/patiencejones/ 

All of the marketing skills in the world won't matter much if you don't have the most important ingredient: curiosity. Being interested in how people think, behave, and make decisions is what helps you identify how, when, and where you need to present information. In this episode, we discuss what it looks like to be curious in your marketing and how to cultivate curiosity. Highlights: What curiosity does for your marketing How to channel the curiosity already present in design work into marketing Cultivating curiosity as a firm differentiator How to go from not-at-all-curious to at least somewhat curious Episode Resources: Connect with Brian Jones and Patience Jones https://www.linkedin.com/company/graphicmachine/ https://www.linkedin.com/in/brian-jones-graphicmachine/ https://www.linkedin.com/in/patiencejones/