Architecture Business Club - For Architects, Architectural Technologists, Surveyors & Designers Jon Clayton

Jon speaks with Tom Lewith, a chartered architect and co-founder of New-works, about the challenges and transformations in the field of architecture. Tom discusses the closure of his previous practice, TDO, and the reasons behind starting New-works with a focus on specialisation, collaboration, wellbeing, and sustainability. They delve into the industry's pressing issues like climate change, mental health, the Building Safety Act, and the impact of AI. Tom shares insights on creating a structured and fulfilling workday, emphasising the need for specialisation and collaboration in architecture to handle these challenges. The conversation also touches upon personal passions and the importance of maintaining a work-life balance.
Today's Guest...
Tom Lewith is a Chartered Architect and co-founder of New-works. Prior to New-works he co-founded and ran TDO, a leading all-services architecture studio. The success of the practice and its work led to Tom being named in The Architects’ Journal ‘40 under 40’, and the studio featuring in the Architecture Foundation’s ‘New Architects 3’. Big issues affecting the industry like climate change, mental health, AI, and the Building Safety Act demand fundamental change. So in 2024 Tom co-founded New-works to explore a new way of working based on the principles of specialism, collaboration, wellbeing and sustainability.
Episode Highlights...
00:00 Introduction
00:56 Meet Tom Lewith: Architect and Innovator
03:12 Tom's Journey into Architecture
04:34 The Rise and Fall of TDO
06:52 Challenges in the Architecture Industry
11:42 The Birth of New-works
16:52 Specialisation and Collaboration in Architecture
24:02 Stagnation in Architecture Practices
25:39 Embracing Change and Specialisation
27:02 The Power of Saying No
31:05 Introducing New-works
31:33 NewWorks' Unique Approach to Architecture
33:05 Structuring the Workday for Creativity
36:59 Reflecting on the Evolution of Work Practices
40:49 Final Thoughts and Takeaways
43:45 A Personal Favorite Place
45:03 Connecting with Tom Lewith
Key Takeaways...
Specialisation and Collaboration:
   - Tom Lewith's approach with New-works highlights the importance of focusing on what you are passionate about and specialising in your strengths. By concentrating on the early stages of architecture (from initial client engagement to early design), New-works creates space for creativity and efficiency. Collaborating with partners who excel in other stages of a project ensures that the entire process is handled by experts, leading to better outcomes and more sustainable practice.
Structured Workday for Better Productivity:
   - Implementing a structured workday is crucial for maintaining productivity and mental health. New Works starts their day with non-work activities to prepare mentally and physically, then dedicates a specific time block (10 AM to 2 PM) for deep work without interruptions. This focused period allows for significant progress on creative tasks, followed by a more flexible part of the day for emails, meetings, and other communications. This balance helps reduce anxiety and ensure a productive and enjoyable workday.
The Power of Saying “No”:
   - To create a sustainable and profitable architecture practice, it is essential to say "no" to projects and clients that do not align with your core strengths and passions. By focusing on what they do best, architects can deliver higher quality work and maintain their enthusiasm for their projects. Saying no also helps define your unique value proposition, making it easier to attract the right clients and opportunities that match your expertise.
Links Mentioned In The Episode...
Learn more about New Works > a...

Jon speaks with award-winning marketing consultant Ayo Abbas. They discuss the essentials and opportunities of digital marketing for small architecture firms. Ayo shares her extensive experience and success in using digital marketing to boost brand visibility and lead conversions. Key highlights include leveraging social media, understanding the importance of SEO, and creating an effective marketing strategy. The episode emphasises that small firms can compete effectively with the proper use of digital tools. Ayo also shares her passion for cooking and her favourite place. This episode is half of a two-part series, in collaboration with Ayo’s podcast, The Built Environment Marketing Show.
Today's Guest...
Ayo Abbas is an award-winning built environment marketing consultant. She has 23 years’ experience working across the real estate and construction sector for major firms. Ayo founded her own consultancy business Abbas Marketing offering B2B marketing strategy and content creation services. Ayo was named as the overall winner for the Digital Woman of the Year Awards 2022. She also hosts her own podcast The Built Environment Marketing Show that shines a spotlight on marketing best practice. In 2023, Ayo was honoured to be a RIBA London Awards judge and named as an architectural trailblazer by Architizer Magazine.
Episode Highlights...
00:00 Introduction
01:55 Collaborative Podcasting
04:18 Diving into Digital Marketing Basics
08:42 Digital Marketing Myths
10:49 Opportunities For Architecture Practices
14:35 Targeted Advertising and Platform Insights
19:32 Leveraging LinkedIn for Architects
20:41 Exploring Other Social Media Platforms
21:24 Understanding SEO and Landing Pages
23:37 Email Marketing Strategies
24:13 The Power of Video Content and Webinars
27:05 Maximising Digital Marketing Efforts
31:38 Ayo's Favorite Place
33:16 Final Thoughts and Farewell
Key Takeaways...
The Importance of Digital Marketing for Small Practices:
   Digital marketing presents big opportunities for small architecture firms and sole practitioners to boost their brand visibility and generate leads cost-effectively. Leveraging digital platforms can help small firms compete with larger ones by strategically using tools like email marketing, social media, and search engine optimization (SEO).
Strategic Planning and Execution:
   Having a clear digital marketing strategy is key. It helps businesses define their goals, target audience, and the best channels to use to reach them. Execution should be consistent, and small businesses should focus on platforms and methods that align with their strengths and resources. It's important to test different tactics and measure their effectiveness continuously.
Leveraging Digital Platforms for Authentic Engagement:
   Social media platforms like LinkedIn and Instagram, as well as tools like webinars and podcasts, provide unique opportunities for professionals to connect authentically with their audience. Showing up consistently and engaging with potential clients on these platforms can significantly enhance brand recognition and trust, which are essential for business success.
This episode is half of a two-part series, in collaboration with Ayo’s podcast, The Built Environment Marketing Show - LISTEN HERE 👇
https://www.abbasmarketing.com/mitc-podcast/small-practice-marketing
Connect with Ayo on LinkedIn > https://www.linkedin.com/in/ayoabbas/
Ayo’s...

Jon discusses the significance of networking and attending in-person events such as conferences and workshops for solo and small firm architecture practice owners. He challenges common myths about networking, offers practical advice for introverts, and suggests strategies for making the most out of these events. Jon also highlights the benefits of meeting new people, gaining visibility, and building relationships, alongside alternative online options. He shares his personal experiences and announces his upcoming speaking engagement at London Build 2024, inviting listeners to join him at the event to learn, network, and socialise.
Episode Highlights...
00:00 Introduction
01:06 Why Networking Matters
02:15 Debunking Networking Myths
04:22 Alternatives to In-Person Networking
04:50 Personal Networking Experiences
06:27 Four Ways You Get Sales
08:15 Networking Tips for Introverts
09:57 A Strategic Approach To Networking & In-Person Events
12:12 Top Networking Recommendations
15:28 Upcoming Event: London Build 2024
16:53 Conclusion and Next Episode Preview
Key Takeaways...
Importance of Networking:
   - Networking events and in-person interactions are critical for growth, as they provide opportunities for meeting potential clients, collaborators, and mentors.
   - Networking helps in gaining new ideas, discovering trends, building visibility, and enhancing credibility.
Debunking Myths about Networking:
   - Networking is not just for extroverts; introverts can do it too!
   - Networking should not be approached with aggressive selling; the focus should be on listening and helping others.
   - It’s not necessary to attend every event regularly; attending selectively based on your goals can be effective.
   - Tangible results can arise from networking, and it should be viewed as more than a one-time event.
Alternatives to In-Person Networking:
   - Online events and communities can be valuable substitutes when in-person attendance isn’t possible.
   - Building relationships online can still yield significant benefits, although in-person interactions often have a more substantial impact.
Networking Tips for Introverts:
   - Start with smaller events.
   - Bring a friend for support.
   - Prepare in advance by researching other attendees.
   - Focus on listening more than talking.
Strategies for Effective Networking:
   - Be authentic and true to yourself at networking events.
   - Follow up with new contacts to build lasting relationships.
   - Have a clear strategy and goals to measure the effectiveness of networking activities.
Hosting Your Own Event:
   - If local events are unavailable, consider organizing your own meetups or workshops.
   - Events can be informal and simple, such as a gathering at a local café or pub.
Upcoming Networking Opportunities:
   - Engage in larger industry events like London Build 2024 for extensive networking and learning opportunities.
   - Take advantage of casual meetups alongside formal events to build deeper connections.
—--
Join me at London Build on Nov 20th & 21st at Olympia London.
I'll be speaking at the Skills & Marketing Hub (at 10am on Nov 20th) and then hanging around for the rest of the event.
We’ll also be hosting an evening meet-up at a nearby venue (details coming...

Jon chats with Brian McCartney, CEO of ArchMark Branding and Marketing for Architects. Bryon, who has founded five successful creative service firms, shares strategies for transforming architectural practices into creative powerhouses. They discuss the importance of strategic planning, the misconception about sales in architecture, and the benefits of community involvement for solo architects. Bryon also shares his personal and professional experiences, including his passion for photography and his journey in the business world.
Today's Guest...
Bryon McCartney is CEO at Archmark (* pronounced Ark-Mark) Branding and Marketing for Architects and a certified coach through Donald Miller’s Business Made Simple program. Bryon has helped 3,000+ architects increase their firm’s visibility and influence so they can win better projects. Bryon has travelled around the world and calls himself an ”Archi-Geek.” He has been featured on ArchDaily, ArchiBiz, Business of Architecture, Entrearchitect, Zweig Group, and many others.
Episode Highlights...
00:00 Introduction
01:50 Brian McCartney's Journey into Photography
04:35 Founding and Managing Creative Firms
10:05 Approaching New Ideas and Opportunities
17:25 Sales Strategies for Architects
22:50 The Importance of Strategic Planning
26:51 Client Success Stories
27:24 The Importance of Strategic Planning
28:01 Writing Effective Business Plans
29:21 Building Trust with Clients
29:51 Common Mistakes in Proposal Processes
32:14 Revamping the Sales Process
36:46 The Value of Community for Architects
39:55 Final Thoughts and Takeaways
43:08 Favorite Travel Destinations
45:27 Connecting on Social Media
46:56 Closing Remarks
Key Takeaways...
Importance of Trust in Client Relationships: Instead of sending proposals and hoping for a response, it's more effective to engage in a process that involves multiple interactions to build a rapport and understanding.
Sales as Solutions: Architects should shift their perspective on sales. Instead of viewing it as a sleazy necessity, they should see it as an opportunity to provide solutions to clients' problems. Effective sales strategies focus on the clients' needs and how the service can meet those needs, rather than just the design aspect.
Strategic Planning: Running a business without a plan leads to reactive management. Strategic planning helps set clear goals and benchmarks, giving a business purpose and direction. This process should be simple, systematic, and regularly revisited for continued success.
Methodical Approach to Opportunities: Adopt a careful approach when considering new ideas or trends. Use the framework of Decide, Act, Learn, and Repeat to ensure that opportunities are thoroughly evaluated, implemented correctly, and adjusted based on outcomes.
Community and Support: Being part of a community provides invaluable support. It offers a wealth of shared knowledge and resources that can help solve problems and foster a sense of belonging, particularly important for solo architects or small firms.
Clarity and Communication: Ensure that all client-facing materials – from websites to proposals – clearly communicate how your work solves clients’ problems. This clarity builds trust and facilitates better client relationships.
Lifecycle of Client Interaction: From project inquiries to retention, understanding and optimizing each stage of the client's journey is essential for sustained business success. This includes ensuring client satisfaction to encourage repeat business and referrals.
Learning from Other Fields: Gaining insights from fields outside of architecture can offer new...

Jon speaks with Aya Schlachter, CEO and founder of MGS Global Group. Aya shares insights on how architects can use outsourcing to enhance productivity, increase firm capacity, and improve their bottom line. The conversation covers key benefits such as flexibility, access to a wider talent pool, and strategic growth. Aya also debunks common myths about outsourcing, discusses best practices for working with outsourcing partners, and offers philosophical advice on staying open to new opportunities. The episode provides valuable guidance for small and solo architecture firm owners seeking to build a profitable, future-proof business.
Today's Guest...
Aya is the CEO and founder of MGS Global Group, a company that accelerates growth for architecture and design firms worldwide by providing architectural support and staffing services internationally. Her team provides Revit, ArchiCAD, AutoCAD, and 3D Visualization services to architects and interior designers. Aya is a keynote speaker and host of the Architect My Business Podcast – a business growth podcast for architects. She is a wife and mother of two, an avid traveler, a golfer, and a recreational triathlete who loves cooking and spending time outdoors.
Episode Highlights...
00:00 Introduction
00:55 Meet Aya Schlachter: CEO of MGS Global Group
01:51 The Benefits of Cold Plunging
04:40 Diving into Outsourcing: Why and How
06:43 Debunking Myths About Outsourcing
12:01 Choosing the Right Outsourcing Partner
14:18 Best Practices for Starting with Outsourcing
15:05 Flexible Outsourcing for Architects
16:58 Integrating Outsourcing Partners
21:21 Strategic Outsourcing for Business Growth
24:15 Final Thoughts on Outsourcing
26:07 Connecting with Aya and Jon
Key Takeaways...
Leverage Outsourcing for Growth:
   - Outsourcing can enhance productivity, increase capacity, and improve the bottom line for architecture firms.
   - It allows firms to scale up and down based on project needs, providing flexibility.
   - Access to a wider talent pool is a significant advantage.
Debunking Outsourcing Myths:
   - Concerns about communication challenges are often unfounded; many outsourcing teams are proficient in English.
   - Outsourcing partners can research and learn local building codes and standards.
   - Ethical treatment of employees is a priority; outsourcing has positively impacted local economies.
   - Coordination can be effectively managed with technology, allowing for seamless integration.
Choosing the Right Outsourcing Partner:
   - Referrals are beneficial for finding reliable outsourcing partners.
   - Review the online presence and leadership of potential partners to ensure credibility.
   - Look for content and participation in industry events as indicators of a proactive partner.
Best Practices for Starting with Outsourcing:
   - Begin with small projects to test the compatibility and effectiveness of the outsourcing partner.
   - Flexible business models, such as project-based and contract-based arrangements, can accommodate varying needs.
   - Training and integration are crucial for smooth onboarding and collaboration.
Integrating Outsourcing Partners:
   - Treat outsourcing teams as extensions of the internal team, fostering strong relationships.
   - Providing training and aligning with company culture can improve integration and performance.
Strategic Outsourcing for...

Jon sits down with LinkedIn expert Nicole Osborne to discuss strategies for turning LinkedIn followers into paying clients. Nicole, bringing over 20 years of marketing experience and a distinctive approach blending German efficiency and infectious enthusiasm, provides valuable insights on crafting LinkedIn posts, handling client objections through content, and creating genuine FOMO. The conversation touches on best practices for engaging with LinkedIn lurkers and avoiding common mistakes. Tune in to learn how to elevate your LinkedIn presence and attract the right clients for your architecture business.
Today's Guest...
Nicole Osborne is your LinkedIn Meister, she’s here to help you knock through your inner Berlin Walls and build a WUNDERBAR LinkedIn presence that gets the right clients raising their hands. With 20+ years in marketing, and her signature blend of German efficiency, fun, and infectious enthusiasm, Nicole makes your LinkedIn less of a chore and more of a kunden-magnet (client-magnet).
Episode Highlights...
00:00 Introduction
01:34 Meet Nicole Osborne: LinkedIn Expert
03:12 Engaging Your Audience with Questions
06:53 Best Practices For Asking Questions On LinkedIn
09:20 Handling Client Objections on LinkedIn
15:14 Creating Genuine FOMO on LinkedIn
18:30 Offering Downloadable Content
19:38 The Importance of Transparency
20:19 Celebrating Client Successes
21:08 Engaging LinkedIn Lurkers
24:52 Common LinkedIn Mistakes
29:20 Optimising Your LinkedIn Profile
31:06 Nicole's Favorite Travel Destination
32:43 Conclusion and Final Thoughts
Key Takeaways...
👉 Understanding Your Audience: Tailor your LinkedIn profile and content to what your target audience values and needs. Pose engaging questions that are easy for your audience to answer and have a positive spin.
👉 Using Questions Effectively: Use questions to engage your audience but ensure they are simple, positive, and easy to respond to. Test different types of content (polls, images, videos) and formats to see what resonates with your audience.
👉 Handling Objections in Content: Address common client objections openly in your LinkedIn content to build trust and demonstrate expertise. Utilise your content to show potential clients you understand their challenges and have solutions.
👉 Creating Genuine FOMO (Fear of Missing Out): Highlight your achievements and celebrate client successes to create genuine interest and urgency in your services. Utilise scarcity by being transparent about your availability and capacity.
👉 Engaging Lurkers: Make it easy for "lurkers" (silent followers) to engage by sharing relatable and vulnerable content. Consider linking email newsletter content to LinkedIn posts to drive engagement.
👉 Avoiding Common Mistakes: Have a clear strategy to stand out and differentiate yourself from peers. Focus your posts on potential clients rather than peers to provide valuable and relatable content. Overcome the fear of imperfection; start posting and learn from feedback to refine your approach.
👉 Optimising Your LinkedIn Profile: Regularly review and optimise your profile to make sure it aligns with what potential clients need to know about you. Ensure a routine that includes posting, growing your network, and being active in direct messages.
Links Mentioned In The Episode...
If you’d like help with your LinkedIn strategy or content, learn about Nicole Osborne from Wunderstars here > https://wunderstars.com/wundercontent/
Connect with Nicole on LinkedIn > a href="https://www.linkedin.com/in/nicoleosborne1/" rel="noopener noreferrer"...