Paul Iddon

Founder of Agency PSI, specializing in the intersection of architecture, marketing, and psychology. Brings 22 years of experience in architecture and another 22 in branding.

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Jan 10, 2025 • 43min

605: The Future of Architecture Part 1: Fees, Salaries, and Positioning with Paul Iddon of Agency PSI

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.

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