Your passion likely lies in creating beautiful spaces, solving intricate design challenges, and bringing your clients’ visions to life. You’ve poured years into honing your craft, mastering the technical skills, and developing your aesthetic sensibilities. But what happens when you decide to take the leap and start your own firm? Suddenly, your role expands beyond design; you become a business owner.
This begs the question: should architects stop being architects first and instead embrace the role of businessperson to truly thrive?
From Design Snob to Savvy Business Owner: A Necessary Evolution
Lucas Gray, Director of Content and Community at BQE Software and a former architect and firm owner, offers valuable insights into this crucial transition in his interview on the MentorDINO podcast. With a background spanning two decades in architectural practice, including seven years running his own firm in Portland, Oregon, followed by business consulting for architecture firms and now his role at BQE, Lucas has experienced this evolution firsthand.
He candidly admits to starting his career with a “design snob” mentality. This initial focus, while understandable given the emphasis in architectural education, can become a significant hurdle when transitioning to firm ownership. As Lucas explains, the reality of running a business, especially after navigating the challenges of the post-recession economy, demands a different primary focus. He found himself pivoting from traditional design work to marketing, website redesign, and social media management just to keep the firm afloat. This early exposure to the firm management side laid the groundwork for his eventual move into running his own business and, ultimately, advising others.
The Imperative Shift: Adopting a Business-First Mentality
Lucas’s journey underscores a fundamental truth: when you own an architecture firm, your primary responsibility shifts from solely practicing architecture to managing a successful and profitable business. While your architectural expertise remains crucial, it becomes one of the core services your business offers, rather than your sole identity as a firm owner.
The lack of in-depth business education in architecture school often leaves aspiring firm owners unprepared for the realities of financial reporting, strategic planning, organizational design, and firm administration. As Lucas points out, the professional practice course, while touching on legal aspects, doesn’t equip you with the MBA-level knowledge needed to run a thriving enterprise. This gap in knowledge, coupled with a traditional reluctance within firm leadership to openly discuss finances, can perpetuate a cycle where architects remain focused on design while neglecting the vital business operations that ensure their firm’s sustainability.
How a Business-First Approach Transforms Client Messaging and Your Website
Adopting a business-first mentality fundamentally alters how you approach client communication and the content you present on your website. Instead of solely showcasing stunning designs, your messaging needs to emphasize the value you bring to clients and the problems you solve for them.
Communicating Value, Not Just Aesthetics
When your focus is primarily on “being an architect,” your conversations and website might be dominated by design concepts, aesthetic preferences, and the technical brilliance of your work. However, from a client’s perspective, they are often more concerned with the outcomes: How will this project meet their needs? How will it impact their bottom line (if it’s a commercial project)? How will it enhance their life (if it’s residential)?
By adopting a business-first lens, you begin to frame your services around the solutions you provide. As Lucas advises, successful firms are very focused on what problem in the marketplace they’re solving. Whether it’s specializing in custom residential design, sustainable school buildings, or efficient data centers, having a clear niche allows you to target your messaging effectively. Your website should then reflect this focus, clearly articulating the specific problems you solve and the benefits clients can expect.
Crafting Website Content with a Business Mindset
Your website is no longer just a portfolio of beautiful images; it becomes a powerful tool for attracting ideal clients and demonstrating your firm’s value. With a business-first approach, you’ll consider:
- Clear Value Propositions: Does your website clearly articulate the unique benefits of working with your firm? Do you highlight your expertise in solving specific problems?
- Targeted Language: Is your website copy written in a way that resonates with your ideal clients, addressing their specific needs and concerns?
- Focus on Outcomes: Do you showcase not just the design but also the positive impact your projects have had on your clients’ lives or businesses?
- Business Acumen: Does your website convey a sense of professionalism and business savvy, instilling confidence in potential clients?
Instead of simply stating “We design beautiful buildings,” a business-focused message might be: “We specialize in creating sustainable and cost-effective school buildings that foster optimal learning environments.” This speaks directly to a specific client need and highlights tangible benefits beyond aesthetics.
By shifting your primary focus from “architect first” to “business owner in the architecture industry,” you equip yourself with the mindset and strategic approach necessary to build a resilient, profitable, and impactful firm. While your passion for design remains essential, it is the business acumen that will enable you to share that passion with a wider audience and create lasting success.
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Written by
Katelyn Rossier, AIA, CSI, CDT, LSSBB
