Working On Your Architecture Business: Insights from Dicky Lewis of White Red Architects

In my latest Business Secrets for Architecture podcast, I sat down with Dicky Lewis, co-founder of White Red Architects, to explore what it really means to work on your business—not just in it.

From navigating market uncertainty to building a strong leadership team, Dicky shares his career journey from Foster + Partners to founding White Red, and the lessons learned along the way.

We dive into:

Leadership & Collaboration

– Why a complementary leadership team and a dynamic design culture are essential for growth. Business Acumen

– Understanding the numbers, commanding fair fees, and creating a sustainable pipeline. Brand & Storytelling

– How authentic storytelling and branding can differentiate your practice. Niching Down

– The power of focus and how White Red adapted post-COVID to meet evolving design needs. Diversification & Growth

– Balancing innovation with scaling while preserving culture.

Dicky also reflects on working with Virgin and Richard Branson, the importance of prospecting, and why confidence in your pipeline is key to thriving in today’s market.

Listen now for insights on architecture, business development, leadership, and the future of design:

Thank you again Peter for your time and sharing such an inspiring in-depth Podcast. We covered a whole range of topics, including the importance of Architects having strong communication strategies being pivotal for success. As explained with your first hand experience with some of the most notable names in architecture. We also discussed branding, marketing, urban design, public engagement, city architects, sustainable development and of course your love of London and continued pursuits to improve this great City, campaigning for better active travel to inspiring so many to make London healthier and more connected. Thank you again. Summary In this conversation, Andy Bigwood and Peter discuss the critical aspects of communication and branding in architecture, the evolution of marketing practices, and the importance of engaging the public in architectural discourse. They explore the role of events in fostering connections within the industry, the significance of active travel in urban design, and the need for city architects to shape the future of cities like London. The discussion emphasises the importance of sustainable development and the flexibility of buildings to adapt to changing needs. Takeaways The essence behind this podcast is to provide business advice to architects.You need to communicate effectively to attract clients.Successful architects invest in good communication strategies.Marketing in architecture has evolved significantly over the years.Engaging the public is crucial for architectural discourse.Events can foster meaningful connections in the architecture community.Active travel is essential for improving urban environments.City architects can play a vital role in shaping cities.London's architectural identity is unique and rich in history.Sustainable development requires buildings to be flexible and adaptable. Chapters 00:00 Introduction and Purpose of the Podcast00:51 The Importance of Communication in Architecture01:58 Building a Brand and Marketing Strategies04:15 The Evolution of Architectural Marketing07:09 Networking and Relationship Building in Architecture09:40 The Role of Publications and Media12:59 Engaging the Public in Architecture15:48 The Impact of Events and Community Engagement18:34 The Birth of Blueprint and Word Search21:30 The Formation of New London Architecture24:20 Cycling and Networking in the Architecture Community31:18 The Power of Shared Experiences33:13 Cycling's Impact on Urban Development34:39 Transforming Cities for Active Travel35:38 The Role of Public Spaces in Urban Life37:53 The Shift Towards Greener Cities39:21 Navigating Urban Traffic Challenges42:10 The Future of Active Travel42:55 The Need for City Architects46:16 Learning from Global Urban Strategies52:03 The Importance of Vision in Urban Planning53:59 Celebrating London's Evolution01:00:27 Sustainable Growth and Future Challenges

Andy Bigwood chats to Ian Motley about how he helps Architects design winning fee proposals, attract great Clients and convert more Projects in less time.

Podcast details

Keywords

Fee negotiation, client attraction, emotional decision-making, pricing strategies, architecture, marketing, small firms, client relationships, human behavior, consulting

Summary

In this conversation, Andy Bigwood and Ian Motley discuss the intricacies of fee negotiation and client attraction in the architecture industry. They explore the psychological aspects of client commitment, the importance of emotional decision-making, and effective pricing strategies. The discussion emphasizes the role of free offers in attracting clients, building trust, and navigating the challenges faced by small firms. Ultimately, they highlight the need for architects to understand client needs and position themselves as problem solvers.

Takeaways

Applying effective fee pricing strategies is crucial for attracting better clients.

Human beings tend to avoid commitment, impacting decision-making.

Emotional factors play a significant role in purchasing decisions.

Framing proposals effectively can influence client perceptions.

Offering free services can attract clients but may not always be beneficial.

Building relationships and trust is essential for client retention.

Small firms face unique challenges in client acquisition and retention.

Understanding client needs is key to providing effective solutions.

Architects should focus on their niche to build a strong portfolio.

Creating a systematic approach can improve business outcomes.

Mastering Fee Negotiation in Architecture

The Psychology Behind Client Commitment

Sound Bites

"Human beings don't like commitment"

"People buy with emotions, not logic"

"Free is like a magnet"

Chapters

00:00 Introduction and Background

03:27 The Birth of Blue Turtle Consulting

05:48 Challenges for Architects in Business

08:46 Common Mistakes in Proposal Pricing

11:26 Understanding the Price of Free

15:28 Effective Client Engagement Strategies

19:12 Addressing Client Concerns and Questions

22:54 Understanding Human Behavior and Commitment

27:25 Marketing Strategies for Architects

30:46 Niche Marketing and Client Acquisition

34:38 The Importance of Strategy in Business

To find out more from Ian, Alex and Blue Turtle , click on one of the links below,

Fee Proposal Workshop

https://blueturtlemc.com/feeproposalworkshop/

Blue Turtle's Blog

https://blueturtlemc.com/blog/the-best-fee-proposals-have-these-10-things-in-common/

Arrange a 1:1 call with Ian

https://calendly.com/blueturtleconsulting/fee-proposal-workshop-discovery-call-ab

Podcast

Keywords

architecture, business, eco design, work-life balance, client attraction, niche selection, team dynamics, fee proposals, sustainable practice, personal growth

Summary

In this conversation, Clare Nash shares her journey as an architect, focusing on her niche in barn conversions and eco design. She discusses the importance of finding a fulfilling work-life balance, attracting clients through expertise, and the challenges of running a practice. Clare also introduces her initiative, The Business Space, aimed at supporting architectural business owners in developing their skills and accountability. Throughout the discussion, she emphasizes the significance of continuous learning and adapting to changes in the industry.

Takeaways

Clare emphasises the importance of finding a niche that aligns with personal interests and market demand.

Building a sustainable practice requires a focus on client relationships and effective marketing strategies.

Work-life balance is crucial for maintaining creativity and energy in architectural practice.

Attracting clients through expertise and a strong online presence can lead to a steady stream of projects.

Eco design and contemporary vernacular architecture are becoming increasingly relevant in today's market.

Fee proposals should reflect the value provided to clients, not just the time spent on projects.

The Business Space initiative aims to support architects in developing their business skills and accountability.

Personal growth often comes from overcoming challenges and learning from difficult experiences.

Team dynamics play a vital role in the success of a practice, allowing for specialization and efficiency.

Continuous learning and adaptation are essential for long-term success in architecture.

Chapters

00:00 Overview of Podcast

02:07 Introduction and Background

07:26 Niche Specialization in Barn Conversions and attracting Clients

12:16 Navigating Economic Challenges & valuing eco design

16:35 Blogging and Attracting Clients

24:42 Understanding Client Needs and Search Behavior

26:07 Value led fee proposals

33:37 Transitioning from Extensions to Larger Projects

38:55 Building your team and achieving a healthy work/live balance

47:00 Juggling Parenthood and Business Growth

55:19 Establishing Boundaries in a Demanding Career

01:01:12 Choosing your Niche in Architecture

Clare’s Publications

Design For Life

https://clarenasharchitecture.co.uk/publications/

Clare’s Website

https://clarenasharchitecture.co.uk/clare-nash-architecture/

Clare’s Blog

https://clarenasharchitecture.co.uk/our-blog/

Business Mentoring

https://clarenasharchitecture.co.uk/services/architectural-business-mentoring/

Bigwood Partnership

https://thebigwoodpartnership.com/