In a rapidly evolving digital landscape, the way architects manage information is becoming just as critical as the designs they create. My recent conversation with Reg Prentice, CEO and founder of Tonic DM, shed light on this crucial intersection between architecture, technology, and business efficiency. Over the course of our discussion, Reg shared invaluable insights from his decades-long career at the nexus of design and technology—spanning from his time at Frank Gehry’s office to his leadership at Gensler and now Tonic DM.
For those who haven’t yet tuned in, you can listen to the full episode at EntreArchitect.com/598. But if you’re looking for a condensed version of the key takeaways, here’s what I learned from my conversation with Reg and how it applies to architects striving to build better businesses.
1. Embracing Technology as a Framework, Not Just a Tool
One of the most thought-provoking ideas Reg shared was his evolution in thinking about technology. Early in his career, he believed that computers were just tools that architects could manipulate however they wanted. Over time, however, he realized that software and digital platforms actually define the way architects work. The framework of the software dictates what’s possible, and trying to push against these constraints is often a losing battle.
For architects, this means that selecting the right tools is paramount. If the software you use doesn’t align with your workflow, you may find yourself constantly fighting against its limitations. Instead, we should be seeking out tools that enhance our processes rather than hinder them.
2. The Importance of Integrated Collaboration with Builders
Reg’s experience at Frank Gehry’s office provided fascinating insights into how deeply Gehry integrated builders into the design process. While the popular perception of Gehry’s work is that of radical, sculptural architecture, Reg explained that his process was actually deeply pragmatic.
Gehry’s team would involve contractors and fabricators early in the process, often training them on specialized software like CATIA, so they could participate in shaping the design and solving construction challenges in real-time. This level of collaboration ensured that the buildings could actually be built as envisioned, reducing last-minute redesigns and cost overruns.
For small firm architects, this approach is a reminder that working closely with contractors from the outset of a project can result in better outcomes for all parties involved. Integrated project delivery (IPD) isn’t just for big firms—it’s a mindset that can be applied at any scale.
3. Finding the Right Clients Through Discovery Calls
One of the most actionable business insights Reg shared was the importance of a proper discovery call—a sales technique used at Tonic DM to determine whether a potential client is the right fit. Instead of jumping into a sales pitch, Reg’s team starts by listening.
They ask potential clients what problem they’re trying to solve and whether they truly value the solution Tonic provides. If there isn’t an alignment, they move on, focusing their time and energy on prospects who are more likely to become long-term, satisfied customers.
Architects can apply this same principle to client selection. How many times have we taken on projects with red-flag clients, only to regret it later? By implementing a structured discovery process, we can filter out projects that aren’t a good fit and focus on working with clients who truly value our expertise.
4. The Role of Information Management in Professionalism
Reg emphasized that architecture is a profession, and part of professionalism is maintaining impeccable records. At Gehry’s office, every memo and drawing was carefully archived in binders, ensuring a clear historical record of each project.
In today’s digital world, however, that level of record-keeping has become exponentially more difficult. Emails fly back and forth, files get lost in email inboxes, and key communications are buried in Slack threads. Reg started Tonic DM to solve this problem by making project communication transparent, organized, and accessible to the entire team.
For architects, this underscores the importance of having a structured system for managing project information. Whether it’s through Tonic DM or another tool, ensuring that your firm has a reliable way to track communications, decisions, and deliverables is essential for long-term success.
5. The Power of Bootstrap Growth
Unlike many software startups, Tonic DM has deliberately chosen not to take on venture capital funding. Instead, the company grows organically, hiring new team members as revenue allows. This ensures that the company maintains control over its vision and doesn’t have to compromise on product quality in pursuit of rapid growth.
For small firm architects, this approach is a compelling case study in sustainable business growth. Rather than chasing rapid expansion at all costs, focusing on steady, profitable growth can lead to a stronger, more resilient firm in the long run.
6. AI: Not Just a Buzzword, But a Tool with a Purpose
While artificial intelligence (AI) is one of the hottest topics in architecture and technology today, Reg is taking a measured approach. He’s not jumping on the AI bandwagon just for the sake of it. Instead, he’s waiting until AI has a clear, practical application for Tonic DM before integrating it into the platform.
This is a valuable lesson for architects. Just because a new technology exists doesn’t mean we need to implement it immediately. The real challenge is identifying when and where technology truly adds value rather than adopting it just to keep up with industry trends.
7. Overcoming Fear of Failure and Taking the Leap
One of the most inspiring parts of my conversation with Reg was his personal journey from working at two of the world’s most prestigious architecture firms to launching his own company. He admitted that he was initially hesitant to start Tonic DM because he feared failure.
But ultimately, he realized that not trying would be a bigger regret than trying and failing. That shift in mindset gave him the confidence to take the leap and create something meaningful for the architecture profession.
For architects who dream of starting their own firm, launching a new service, or pursuing an unconventional career path, Reg’s story is a powerful reminder that the greatest risk is often not taking action.
Bringing It All Together
My conversation with Reg Prentice reinforced the idea that architecture isn’t just about design—it’s about process, communication, and business strategy. Whether it’s improving information management, collaborating more effectively with builders, or refining our client selection process, the lessons from this discussion apply to firms of all sizes.
At its core, Reg’s journey demonstrates that the best way to create a lasting impact in architecture is to solve real problems. And sometimes, the biggest breakthroughs come not from designing a building—but from designing a better way to work.
I encourage you to listen to the full conversation at EntreArchitect.com/598 and think about how these lessons apply to your own practice. What small changes could you make today that would build a stronger, more resilient business tomorrow?
Let’s continue the conversation. What’s one insight from this discussion that resonated most with you? Share your thoughts in the EntreArchitect Community, and let’s help each other build better businesses for the future.
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