Business of Architecture Podcast
621: What Clients Really Value in Architecture (And What You’re Getting Wrong)with Enoch Sears & Rion Willard
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.
44:57
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Quick takeaways
- Architects often misinterpret client values by focusing on cost over emotional and practical needs, leading to communication gaps.
- Understanding the specific motivations behind clients' interest in sustainability can enhance project alignment and overall satisfaction.
Deep dives
Understanding Client Values
Architects often project their personal understanding of value onto clients, leading to miscommunication and assumptions about what clients want. Many architects may prioritize marketing and sales, believing these aspects are critical to a client's needs, when in reality, the client's concerns may differ significantly. For example, a client may prioritize overcoming feelings of overwhelm or achieving a seamless process over cost-cutting solutions. Recognizing this disconnect invites architects to engage in deeper conversations to understand their clients' true values and emotional drivers.
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