When Annmarie and I launched Fivecat Studio more than 15 years ago we had no projects, no clients and no money. We were two young architects seeking the freedom of our own firm.
A friend helped start us off with our first project; a new local restaurant named Meetinghouse located in Bedford, New York. Meetinghouse led to other local projects and soon we were in business. I wrote a 3-part blog series a couple years back sharing the full story of how Annmarie and I started our own architecture firm.
In those early days, my answer was “Yes”.
When a potential client called with a new project, I said, “Yes”. A bathroom renovation? “Yes!” A garage addition? “Yes!” Expand your deck? “Sure… Yes, we can do that.” Commercial, institutional, residential? We said yes to it all.
Without a second source of income or a portfolio on which to rely, we could not be very selective with the work we chose to complete. “Yes,” was our very favorite word.
Today, things are different.
Years of experience has taught us that not every project is right for our firm. Narrowing our focus on more profitable work has revealed the power of picking a target market. Saying no to anything and everything except for those projects that meet our specific requirements was one of our most successful decisions.
We have become experts on the specific residential work we do. We know the codes and can quickly prepare successful designs. Our process has been developed into a system that allows us to complete the work efficiently and effectively every time. Our clients are happier. Our staff is happier and we make more money.
Today, “No” is our favorite word.
The best result of saying “no” is that it frees up our time for the projects that are a “Hell yes!” When the best projects come along… When the best clients walk through the door, we have the space in our schedule and we say, “Yes!” If the project doesn’t meet our target market… If its not a “Hell yes!, then the answer is “No!”
Working to find more work that you want? Learn to say, “No!”
Question: Do you focus your marketing efforts on a target market? Why, or why not?
A great lesson well-learned and good for you and Annmarie. More of our colleagues would do well to follow your lead example.
Best,
Steve L. Wintner, AIA Emeritus
One of the top reasons to work for yourself is the freedom to say NO. When you do, it’s a good idea to have appropriate referrals handy, and let them know you’ve passed their contact info on.
It is a hard lesson to learn for many new entrepreneurs, but this is the best advice to take.
We’re at that very early stage in our firm life where we are still saying Yes because, well, we need to put food on the table, but we hope to get to the point when we can say NO soon!
Danny, it’s been a long time since my firm’s status was similar to your situation and yet, I can totally empathize. As it has been said about life, it is also true about starting a business, “this is not a sprint, it’s a marathon’. The three most valuable things I learned about starting a new firm was patience, humility and the importance of establishing value through integrity and serving others.
I have been blessed to have had two careers doing exactly what I have loved doing and it’s true, the money has come, in time. Helping other achieve their goals will create success for those with a servant’s heart. Please do not misunderstand the word ‘servant’. Once I had established my firm’s value, credibility and developed a relationship of trust with clients, the money just took care of itself. The issues of ‘How Much Do You Charge’ and collections have been eliminated by a formula for delivering value exceeding expectations As a result, my focus is totally on serving the needs of my clients and enhancing our business relationship.
I am confident that one day, soon, your firm will have the ability to never have to accept a project offer at anything less than what you determine to be a fair value for both you and your clients.
I wish you continued success in your professional endeavors.
Respectfully,
Steve L. Wintner, AIA Emeritus.
Your words mean a lot to us Steve and I thank you so much for taking the time to write them, and for the encouragement. FYI, last week we signed a 6 figure contract for a wonderful multifamily project here in LA!!! So you were right!
Thanks again,
Danny
Danny, congratulations to you and your team.
In a spiritual frame, I ‘trust God’, especially as the ‘CEO’ of my firm.
Best regards,
Steve
While it is always good to be in a position to say no, I think of myself as a service provider first. to me, it’s not necessarily the glamor of the project that compels me to say yes or no, but oftentimes my early interactions with the client. I once had a simple (but likable) couple come to me for a garage addition to their non-descript, 2 bedroom ranch. As we worked through a (very basic) scheme, I inquired how they would be entering the house. They indicated that 99% of the time they would be coming through the garage. so, I presented them with the idea of designing a new entry at the garage house connection. They bought in and it brought a little character to their simple house. Contrast this with the demanding husband & wife attorneys who insisted on “Houzzing” their design, picking up the pencil all too often (attempting to design) and then were very slow to pay. Their project was extremely stressful, and ultimately non-gratifying. Be careful who you say yes to!
In conclusion. As a service provider, no project is too small or insignificant. I simply want to do work for clients who appreciate me – i.e. value my expertise and pay me for my services. .
I agree Edward. It is not about the size of project that matters. In your case, those who “value your experience and pay you for your services” would be your target market. You would say “no” to everyone else.
I am totally agree with this entire explanation about saying “NO” – As an architect there are many ups and downs in our career with building and construction industries scenario. But if i not get that – i will take anything is some how ,……
But, fact is also that some time we don’t have other option but consistency and handwork is definably come in our way one day.
When we first started our firm, a mentor (and very successful residential architect) advised us that the projects we take early on would shape and define the type of work to come. Six years later, as larger projects come in the door and kitchen remodels have given way to new construction, we have found that advice to be true, and I still revisit the concept when evaluating a potential project/ client.
A key component in achieving this type of positive growth and autonomy has been knowing when to say no- a practice which has also been fundamental in establishing our firm’s values, and one that continues to reaffirm our worth as residential architects, to both ourselves and our clients.
Great post, as always, and many thanks for continuing to provide an excellent resource for the residential architectural community.
Your post reminds me of “Yes man” films.lolz.We’re at that very early stage in our firm life where we are still saying Yes because, well, we need to put food on the table, but we hope to get to the point when we can say NO soon!