Business of Architecture Podcast 605: The Future of Architecture Part 1: Fees, Salaries, and Positioning with Paul Iddon of Agency PSI
12 snips
Jan 10, 2025 Paul Iddon, founder of Agency PSI, combines 44 years of architecture and branding expertise to discuss the evolving landscape for architects. He emphasizes how understanding psychology can help architects restructure their fees and enhance their market positioning. Paul challenges traditional notions of education and practice, advocating for emotional engagement in design. Listeners will discover how emotional triggers influence consumer decisions and learn strategies to increase their income while remaining competitive in the industry.
AI Snips
Chapters
Books
Transcript
Episode notes
Regulation Limits Fee Discussions
- The ARB focuses on regulation and doesn't engage with fees; the RIBA provides CPD but avoids radical fee increase advocacy.
- More radical strategies on positioning and marketing could help architects raise fees sustainably in the UK market.
A Young Architect's Salary Shock
- A young woman excited to start her architectural career was shocked by the low salaries architects earn.
- Encouraging prospective architects to research architectural salaries early can help set realistic expectations.
Basics Boost Employment Chances
- Part one students should learn basic construction terms, regulations, and materials to improve employability.
- Joining CPD and understanding technical aspects demonstrate commitment and increase job prospects.