Value: Providing the Right Service Have you ever thought about how much emotion is wrapped up in the idea of VALUE? There are a lot of factors that go into how one of your clients decides how they value your services. Your job is to identify the pains your ideal clients experience and how you […]
S01E07: Relevance: Changing the Way You do Business
Relevance: Changing the Way You do Business We all spend a lot of time trying to differentiate ourselves from our competition, but there’s so much distraction and disruption today that it’s nearly impossible. There’s too much noise, there are too many algorithms designed to level the playing field, and, even if you are able to […]
S01E06: The Characters: Who is Your Ideal Client?
The Characters: Who is Your Ideal Client? Have you defined who your ideal client is? Think about the client that you enjoy working with the most, that respects you and what you do, that values you, that you do the best work for. Then, think about that client’s name and really get to know them. […]
S01E05: The Basics of Brand Storytelling: You Don’t Get to be the Hero
The Basics of Brand Storytelling: You Don’t Get to be the Hero If your prospective client asks ten people in your office, “Why should I choose your firm?”, they’re going to get twelve different answers and nine and a half of those answers would make you cringe. Has your architecture firm developed a clear and […]
S01E04: Combatting Commoditization: What Makes You Different?
Combatting Commoditization: What Makes You Different? Do you know what your clients say about you? We’re all trying to avoid the reality that if we look the same, sound the same, and act the same as everyone else, well… we’re a commodity. If there’s nothing different between us and our closest competitor, why would a […]
S01E03: The Mission: Connecting to What Matters Most
The Mission: Connecting to What Matters Most When someone lands on your website or listens to your presentation, they’re not really there to learn about you. They’re there wondering, “what’s in it for me?” How can we as architects take a cue from Southwest Airlines and focus on highlighting our clients rather than ourselves? Maybe […]