Architecture Business Club with Jon Clayton

Jon Clayton
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Architecture Business Club is the weekly podcast to help solo and small firm architecture business owners build a profitable, future-proof architecture practice that both you and your clients love! It’s an inclusive place (for ALL architecture business owners). So whether you’re an Architect, Architectural Technologist, or Architectural Designer…If you sell architectural services and want to improve the way you do things…This is THE podcast for you. I’m Jon Clayton, your show host, and a Chartered Architectural Technologist based in the UK. I’ve been in architecture for over two decades and running my own (solo) practice for 10 years+. Each week you’ll hear from inspiring people from the world of architecture and business who share actionable tips to help you improve how you work, save time, or make more money. I’ll also share my own experiences running an architecture business in occasional solo episodes. We cover everything from mindset, money, business strategy, sales & marketing, productivity, systems & workflows, client experience, outsourcing, software, technology, and much more. Episodes are kept as short as possible by cutting out the fluff and getting straight to the point. So expect interview episodes of around 30 minutes or less, and solo episodes of 5 to 15 minutes. New episodes are released every Thursday at 6am GMT / 2am EST. Welcome to the Club!

  1. Why Podcast Guesting Should Be Part Of Your Marketing Strategy with Nathalie Doremieux | 107

    3D AGO

    Why Podcast Guesting Should Be Part Of Your Marketing Strategy with Nathalie Doremieux | 107

    Jon is joined by Natalie Doremieux, a membership and tech strategist with over 10 years of experience. They delve into the numerous benefits of podcast guesting for business growth. Natalie shares her expertise on why podcast guest appearances are valuable, the importance of having a podcast guesting strategy, and how to find the right podcasts to guest on. Listeners will also learn effective strategies to repurpose guest appearances for maximum value. Additionally, they discuss building trust, connecting with the audience, and crafting a compelling narrative to achieve business objectives. Tune in to discover how you can leverage podcast guesting to enhance visibility, build trust, and align with your business goals. Today’s Guest Nathalie Dorémieux is a membership and tech strategist with over 10 years experience helping coaches and course creators design high-retention programs that drive real results. In 2025, she co-created Podcast LeadFlow, a tool that turns podcast episodes into high-quality lead magnets using smart automations and AI. Nathalie’s work blends strategy, tech, and a human-first approach - with a dash of French flair. — Episode Highlights 00:00 Introduction to Podcast Guesting 00:30 Welcome to Architecture Business Club 00:49 Meet Natalie Doremieux 01:40 Why Be a Podcast Guest? 03:02 Building Trust Through Podcasting 04:05 The Importance of a Podcast Guesting Strategy 07:15 Defining Your Podcast Guest Strategy 08:30 Connecting with Your Audience 10:32 Finding the Right Podcasts To Guest On 15:29 The Power of Networking 16:03 Researching Podcast Guest Opportunities 16:35 Making a Good Impression as a Podcast Guest 19:56 Crafting Your Message as a Podcast Guest 23:31 Sharing Your Unique Approach as a Podcast Guest 28:40 Leveraging Podcast Appearances 31:38 Repurposing Podcast Content 35:13 The Value of Podcasting 36:59 Getting Started with Podcasting 38:49 Commitment and Podcast Seasons 40:28 Final Thoughts and Connection — Key Takeaways Having a clear podcast guesting strategy is essential for aligning your appearances with your business goals and reaching your ideal audience. Building trust and authentic connections through podcast guesting is far more effective than simply promoting your expertise; sharing your story and values helps you stand out. The value of podcast guesting extends beyond the interview itself—repurposing your appearances and treating them as lead-generating assets can significantly boost your business growth. — Click here to take your next step after listening 🖥️ Click here to connect with Nathalie 🤝 Ready to start podcasting? Click here to book a chat with Jon 🎧 Follow or Connect with Jon on LinkedIn 🤝 — 👇 And if you enjoyed this episode… Please leave a 5-star review or rating wherever you listen to podcasts, and don’t forget to hit the subscribe button so you never miss an episode.

    42 min
  2. Embracing Nature: Nicla Diceglie's Journey To Bold Biophilic Design | 106

    NOV 6

    Embracing Nature: Nicla Diceglie's Journey To Bold Biophilic Design | 106

    Jon interviews Nicla Diceglie, founder of Nicla D Interiors. Nicla shares her transformative journey from a stressful career as a project manager in London to embracing bold biophilic design inspired by her own battle with depression. She discusses the importance of nature and colour in creating spaces that nurture and restore well-being. The conversation touches on the therapeutic benefits of nature, the challenges of starting a new business during COVID-19, and the unique aspects of bold biophilic design. Nicla also shares her love of travel, architecture, and some of her favourite places around the world. Tune in to learn how embracing biophilic design can enhance your health, happiness, and personal growth. Today’s Guest Nicla Diceglie is the founder of Nicla D. Interiors. After experiencing the healing power of nature and colour in her own life, Nicla founded Nicla D. Interiors to help others create bold biophilic spaces that support happiness, health, and personal growth. Nicla helps people turn their homes into joyful, nature-inspired sanctuaries - spaces that heal, energise, and make them happier and healthier. — Episode Highlights 00:00 Introduction 00:56 Meet Nicla Diceglie: Founder of Nicla D Interiors 03:34 Nicola's Journey: From Italy to London 05:06 The Turning Point: Leaving the Job 08:06 Embracing Nature: The Healing Power of the Outdoors 09:37 Starting Fresh: A New Career in Interior Design 14:49 Launching Nicla D Interiors 19:34 Challenges of Starting a Business During COVID 21:46 Finding Your Passion and Alignment 22:49 Introduction to Biophilic Design 27:03 The Journey to Biophilic Design 31:43 Benefits of Biophilic Design 37:09 A Day in the Life of a Biophilic Designer 39:07 Final Thoughts and Takeaways 40:23 Favourite Travel Destinations 42:08 Connect with Nicla 42:51 Closing Remarks — Key Takeaways Spending time in nature can improve your mood and well-being. Even simple activities like walking in the park or adding plants to your home can make a positive difference. The spaces where you live and work should help you feel comfortable and happy. Bright colours, natural light, and personal touches can turn any space into a place that supports your health. It is possible to change your career or life direction if you are not satisfied. Following your interests and passions can lead to a more fulfilling and enjoyable life. — Click here to connect with Nicla on Instagram 🤝 Click here to learn more about Nicla D Interiors 🖥️ Curious about podcasting? Click here to book a chat with Jon 🎧 Want to meet people like you? Click here to join our community 🤝 Follow or Connect with Jon on LinkedIn 🤝 — 👇 And if you enjoyed this episode… Please leave a 5-star review or rating wherever you listen to podcasts, and don’t forget to hit the subscribe button so you never miss an episode. — Next Episode Next time Jon is joined by Nathalie Doremieux to learn how to get the most value from your podcast guest appearances.

    44 min
  3. How To Double Your Profits (Without Hiring or Spending) with Daniel Patterson | 105

    OCT 30

    How To Double Your Profits (Without Hiring or Spending) with Daniel Patterson | 105

    Jon welcomes Daniel Patterson, an experienced business growth strategist, to discuss smart strategies for doubling profit without hiring more staff or increasing marketing expenses. They explore the pitfalls of trying to please everyone, the importance of discussing money early on, and effective pricing strategies. Daniel shares his insights on reducing overhead by optimising team roles and asks the critical question of knowing who your dream client is. Tune in to uncover practical tips and transformative strategies to enhance profitability in your architecture practice. Today’s Guest Daniel Patterson is a former RIBA Part 1 with nearly two decades of experience helping businesses grow and scale. He is the founder of Masterplan.pro and branding agency Highly, and has worked with the RIBA and RSAW to deliver CPD training on business and marketing strategy. Daniel is also the creator of The Architect’s Masterplan™, a 12-month growth system for architects who want to escape the tender trap and run highly profitable, sought-after practices. — Episode Highlights 00:00 Introduction 00:37 Meet Daniel Patterson 01:57 Daniel's Personal Interests 03:20 The Profitability Challenge in Architecture 09:20 Understanding the Value of Money in Architecture 23:33 Strategies to Double Your Profit 32:10 Maximising Profit Through Fractional Support 34:33 The Power of Asking for Referrals 37:13 Effective Pricing Strategies for Architects 43:10 Identifying and Fixing Profit Leaks 44:42 Real-Life Success Stories 48:04 Practical Tips for Immediate Profit Improvement 51:40 Overcoming the Fear of Failure 57:16 Exploring the World: Travel Stories 59:08 Final Thoughts and How to Connect — Key Takeaways Know Your Best Clients and Say No Sometimes You do not have to please everyone. When you try to make everyone happy, your best clients may not feel special. It is better to know who you really want to work with and focus on them. If someone is not a good fit, it is okay to say no. Talk About Money Early Do not be afraid to talk about money with your clients. If you talk about price at the start, you save time for both you and your client. This helps you find out quickly if you are a good match. It also stops you from working for less than you should. Ask for Referrals and Show Your Value If you do a good job, ask your clients if they know anyone else who might need your help. This is a simple way to find new work. Also, show your clients the value you bring, not just your price. When people see your value, they are happy to pay more. — Click here to connect with Daniel Patterson 🤝 Click here to learn how much profit you are missing out on each year 🖥️ Curious about podcasting? Click here to book a chat with Jon 🎧 Follow or Connect with Jon on LinkedIn 🤝 — 👇 And if you enjoyed this episode… Please leave a 5-star review or rating wherever you listen to podcasts, and don’t forget to hit the subscribe button so you never miss an episode. — Next Episode Next time, Jon is joined by Nicla Diceglie, who shares her career journey to Bold Biophilic Design.

    1h 1m
  4. Where to Focus When You Need More Clients | 104

    OCT 23

    Where to Focus When You Need More Clients | 104

    Jon addresses what to do when facing a shortage of clients or work. He shares his personal story of recent hardships* and explains the common mistakes to avoid when trying to attract new clients. He provides practical advice for fast sales, focusing on hot leads, and high-touch outreach. Jon also emphasises the importance of asking for help and using available resources to manage cash flow issues. The episode concludes with recommendations for related podcast episodes that delve deeper into lead generation and sales strategies. * Trigger warning: between 01:43 to 02:22 Jon briefly mentions death and bereavement. — Episode Highlights 00:00 Introduction 01:28 Personal Struggles and Business Impact 03:14 Common Mistakes When Seeking Clients 05:04 Effective Strategies for Fast Sales 05:38 Practical Tips for Faster Sales 08:45 Recap and Additional Resources 10:25 Closing Remarks and Call to Action — Key Takeaways Focus on hot leads - When you need more clients, you should talk to people who already know you, like your past or current clients. They are more likely to work with you again. Try not to panic - If you feel worried because work is slow, try not to panic. Take a moment to calm down, then make a plan to help your business. Talk to someone - You do not have to do everything alone. If you need help, ask someone you trust or talk to a professional for advice. — Curious about podcasting? Click here to book a chat with Jon 🎧 Want to meet people like you? Click here to join our community 🤝 Follow or Connect with Jon on LinkedIn 🤝 — 👇 And if you enjoyed this episode… Please leave a 5-star review or rating wherever you listen to podcasts, and don’t forget to hit the subscribe button so you never miss an episode. — Next Episode Next time Jon is joined by Daniel Patterson to explore how to double your profits (without hiring or spending more on marketing!).

    11 min
  5. Do Design Professionals Still Need To Know How To Sketch with David Drazil | 103

    OCT 16

    Do Design Professionals Still Need To Know How To Sketch with David Drazil | 103

    Jon welcomes David Drazil, an architect, author, and creator of 'Sketch like an Architect.' They discuss how technology has overshadowed and nearly replaced the craft of architectural sketching in schools, leading to a decline in this essential skill among young professionals. David shares insights from his journey and mission to revive this art form, drawing on his experiences in Denmark and his global platform, which has helped thousands master architectural sketching. He highlights the cognitive benefits of sketching, from aiding in problem-solving and brainstorming to enhancing client interactions. They also discuss the advantages of using both traditional and digital sketching methods, and share success stories from students and professionals who have benefited from David's teachings. The episode underscores sketching as a universal, learnable language that enriches both the creative process and business communication in architecture. — Today’s Guest David Drazil is an architect, author, and creator of Sketch Like An Architect, a global platform helping architects and designers build confident drawing skills through a clear step-by-step method. Originally from the Czech Republic, David studied architecture in Denmark, where he noticed a big gap: sketching was expected, but rarely taught. That insight sparked a mission that’s grown into a worldwide movement — with over 300,000 followers, 15,000 students in his online courses, and three popular books. Today, David empowers creatives to communicate their ideas visually with clarity and confidence. — Episode Highlights 00:00 Introduction 00:45 Meet David Drazil: Architect and Sketching Advocate 01:45 David's Personal Interests and Background 03:56 The Importance of Sketching in Modern Architecture 06:59 Personal Benefits and Practical Applications of Sketching 13:26 Sketching as a Differentiator in Client Interactions 23:11 Success Stories and Testimonials 27:37 Final Thoughts on Sketching and Technology 30:54 David's Favourite Places and Conclusion — Key Takeaways Sketching is a Timeless Skill That Sets You Apart You learn that, even in an age dominated by digital tools and AI, the ability to sketch by hand remains a powerful differentiator. Sketching helps you communicate ideas quickly, build trust with clients, and stand out in interviews or meetings. It’s not about being perfect—it’s about being able to think and express visually in the moment. Anyone Can Learn to Sketch - It’s Not About Talent You discover that sketching isn’t a gift reserved for the naturally talented. It’s a learnable skill that you can develop with practice. By embracing sketching, you open up new ways to brainstorm, solve problems, and engage with others, regardless of your starting point. Sketching Fosters Human Connection and Collaboration You realise that sketching is more than just a technical skill; it’s a tool for collaboration and dialogue. When you sketch in front of others, you invite them into the creative process, encourage feedback, and create a shared understanding. This approach not only speeds up decision-making but also makes your work more engaging and client-focused. — Click here to connect with David Drazil 🤝 Click here to learn more about Sketch Like An Architect 🖥️ Curious about podcasting? Click here to book a chat with Jon 🎧 a...

    35 min
  6. Why Architects Should Build Project-Based Teams with Kevin Kennon | 102

    OCT 9

    Why Architects Should Build Project-Based Teams with Kevin Kennon | 102

    Jon welcomes internationally renowned architect Kevin Kennon, the founder and CEO of Beyond Zero DDC, to discuss his journey and innovative approach to sustainable design. Kevin shares his experiences, including his involvement in the World Trade Center design competition, and the concept of distributed practice. He explains how this model can help studios access the best talent while remaining competitive and nimble. Kevin also touches on the advantages of working with remote teams, the importance of harnessing new technologies like AI, and the future direction of the architecture profession. The episode provides valuable insights for architects on balancing tradition with innovation in the architecture industry. Today’s Guest Kevin Kennon is an internationally renowned architect with over 40 years’ experience in sustainable and innovative design. He’s the founder and CEO of Beyond Zero DDC, leading the creation of zero-carbon luxury eco-resorts around the world. His portfolio includes major projects such as the Barclays North American Headquarters, the Rodin Museum in Seoul, and award-winning Bloomingdale’s stores. A finalist in the World Trade Center design competition, Kevin has received over 40 international design awards and has work in MoMA’s permanent collection. He also lectures at top universities and contributes widely to discussions on urban development and climate change. — Episode Highlights 00:00 Introduction 00:45 Meet Kevin Kennon 04:10 Understanding Distributed Practice 10:19 Challenges and Misconceptions of Remote Teams 16:49 Success Stories of Distributed Practice 22:24 Kevin's Career Journey 25:20 9/11, Ground Zero, and the World Trade Centre Design Competition 27:56 Advantages of Running Your Own Practice 30:46 The Future of Architecture and AI 39:08 Advice for Younger Practices 43:55 Main Takeaways 45:32 Favourite Travel Destination 46:42 Final Thoughts — Key Takeaways You can achieve more by building teams for each project and working with people from different places. This helps you find the right skills and makes your work stronger. You should be open to new ideas and ways of working. Using technology and working with others online can help you keep up with changes in your field. You will grow if you keep learning and share your knowledge with others. Every project is a chance to learn something new, and working together makes your work better. — Liked our guest? Click here to connect with them 🤝 Click here to learn more about Kevin’s work 🖥️ Curious about podcasting? Click here to book a chat with Jon 🎧 Want to meet people like you? Click here to join our community 🤝 Follow or Connect with Jon on LinkedIn 🤝 — 👇 And if you enjoyed this episode… Please leave a 5-star review or rating wherever you listen to podcasts, and don’t forget to hit the subscribe button so you never miss an episode. — Next Episode Next time, Jon chats with David Drazil to explore whether design professionals still need sketching skills.

    49 min
  7. How To Stop Undervaluing Your Expertise with William Ringsdorf | 101

    OCT 2

    How To Stop Undervaluing Your Expertise with William Ringsdorf | 101

    Jon welcomes William Ringsdorf, founder of William Ringsdorf Consulting, who shares insights on how architecture firms can master profitability and process. William explains that most pricing issues stem from a failure to clearly communicate value and set proper boundaries. He discusses the systemic problem of undervaluing expertise in the field, highlights the importance of knowing one's numbers, and suggests implementing tiered service proposals to offer clear value to clients. William also offers practical steps for architects to increase their fees and improve profitability while reducing scope creep and burnout. He stresses the need for tracking data and continuous improvement in business practices. — Today’s Guest William Ringsdorf is the founder of William Ringsdorf Consulting. He helps architecture firms master profitability, process, and purpose, turning chaos into clarity so you can design with freedom and confidence. Drawing on three decades of UK and German project experience, his coaching blends practical systems with architectural insight. This work is part of Into The Nest, an award-winning sustainable practice, giving his guidance credibility and a live design context. — Episode Highlights 00:00 Introduction 00:28 Meet William Ringsdorf 03:08 The Issue of Undervaluing Expertise 05:52 Understanding the Systemic Problem 12:22 5 Steps to Fix Undervaluing Your Expertise 19:59 Success Stories and Practical Examples 23:33 Final Thoughts and Key Takeaways 27:35 Closing Remarks and Contact Information — Key Takeaways Do a Value Audit and Communicate Your Worth Clearly Start by taking a close look at all the ways you help your clients. This means thinking about how you reduce risks, save time and money, and create certainty for them. Once you understand your value, make sure you talk about it openly with your clients. Don’t just focus on the hours you work or the tasks you do - explain the real benefits and outcomes you deliver. When clients see the value you bring, they are less likely to argue about price. Know Your Numbers and Set Boundaries It’s important to know exactly what you need to charge to cover your costs, pay yourself fairly, and make a profit. Work out your effective hourly rate based on real projects, including all your overheads. Then, set clear boundaries in your proposals. Offer different service tiers (like basic, standard, and premium) so clients can choose what suits them, but always be clear about what is included in each option. This helps avoid “scope creep” where you end up doing extra work for free. Be Confident - Raise Your Fees and Practise Sales Conversations Don’t be afraid to increase your fees. Try adding 10–15% (or even 20%) to your next proposal. Most clients will accept this if you have explained your value well. Practise having fee conversations and handling objections, even if it feels uncomfortable at first. The more you practise, the more confident you will become. Remember, you are worth it, and charging what you deserve helps you run a better, more sustainable business. — Liked our guest? Click here to learn more about them 🤝 Click here to grab a free copy of William’s e-book 🖥️ Curious about podcasting? Click here to book a chat with Jon 🎧 a href="https://architecturebusinessclub.com/waitlist"...

    30 min
  8. Celebrating 100 Episodes with Guests, Listeners & Friends of the Show | 100

    SEP 25

    Celebrating 100 Episodes with Guests, Listeners & Friends of the Show | 100

    Jon celebrates the major milestone of 100 episodes by featuring reflections, tips, and good wishes from past guests and listeners. This special 100th edition features messages from diverse voices, including architects, entrepreneurs, and business experts, who discuss the impact of the podcast on their personal and professional lives. The episode highlights the show's commitment to providing valuable insights and practical advice for running a successful architecture business. Tune in for heartfelt congratulations and essential business tips from notable guests as Jon marks this significant achievement. — Episode Highlights 00:00 Introduction 00:58 Guest Congratulations 02:15 Reflections from Past Guests 11:32 Messages From Listeners 13:03 Tips on Content, Consistency, and Marketing 17:16 Advice on Positioning Your Services and Making Sure Clients Are Ready 19:36 Tips on Implementation, Getting Visible, and Thought Leadership 25:11 Guidance on Running The Business and Knowing Your Numbers 29:04 The Human Side of Architecture and Business 31:55 Ideas For Future Episodes 34:55 Final Messages from a Guest and a Listener 37:22 Wrap Up — Contributors Ange Lyons, Anna Lundberg, Ann Vanner, Antoinette Chappell, Aya Shlachter, Beatrice Ronchetti, Bob Gentle, Bryon McCartney, Catherine Turner, Chris Ducker, Chris Simmons, Colin Gray, Derek Timms, Doug Hodgson, Ellie Senior, Fabio Zammit, Hayley Watts, Helen Nurse, Helen Tebay, Jackie Goddard, James Talman, Janine Coombes, Joe Wright, Laura Pearman, Lee Smith, a href="https://www.zinginteriorarchitecture.co.uk/" rel="noopener noreferrer"...

    39 min
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About

Architecture Business Club is the weekly podcast to help solo and small firm architecture business owners build a profitable, future-proof architecture practice that both you and your clients love! It’s an inclusive place (for ALL architecture business owners). So whether you’re an Architect, Architectural Technologist, or Architectural Designer…If you sell architectural services and want to improve the way you do things…This is THE podcast for you. I’m Jon Clayton, your show host, and a Chartered Architectural Technologist based in the UK. I’ve been in architecture for over two decades and running my own (solo) practice for 10 years+. Each week you’ll hear from inspiring people from the world of architecture and business who share actionable tips to help you improve how you work, save time, or make more money. I’ll also share my own experiences running an architecture business in occasional solo episodes. We cover everything from mindset, money, business strategy, sales & marketing, productivity, systems & workflows, client experience, outsourcing, software, technology, and much more. Episodes are kept as short as possible by cutting out the fluff and getting straight to the point. So expect interview episodes of around 30 minutes or less, and solo episodes of 5 to 15 minutes. New episodes are released every Thursday at 6am GMT / 2am EST. Welcome to the Club!

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