Business of Architecture Podcast

621: What Clients Really Value in Architecture (And What You’re Getting Wrong)with Enoch Sears & Rion Willard

21 snips
Mar 17, 2025
Uncover what clients genuinely value in architecture, as misconceptions often cloud architects' understanding. Explore the psychological dynamics behind pricing struggles and how to sidestep common pitfalls in client conversations. Learn why a high-value design can create excitement rather than apprehension about costs. Rion shares a revealing personal anecdote about misreading priorities, mirroring challenges many architects face. Delve into strategies for aligning design offerings with client aspirations, maximizing engagement and investment.
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INSIGHT

Projecting Values

  • Business owners often project their values onto clients, leading to miscommunication.
  • This results in addressing unasked questions and appearing tone-deaf.
ANECDOTE

Misunderstanding Client Values

  • Rion Willard shares a story about an electrician who assumed he wanted cheaper lighting.
  • This highlights how businesses project their values onto clients, missing opportunities.
ADVICE

Focus on Client Needs

  • Architects should understand client values before discussing money.
  • Avoid defensiveness about budget questions; focus on understanding client needs.
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