#35: I sit down with Mark Zweig, Founder & Chairman of Zweig Group, to unpack one of the most common frustrations I hear from architects: “How do I market when I don’t have time?”

Mark shares why time is never the real issue, why most architects confuse marketing with selling, and how small, consistent actions build a pipeline that reduces pressure on the sales process. We talk about specialization, consistency, building your list, and the simple activities that add up to demand, better fees, and more freedom to choose your clients.

Mark also shares lessons from growing one of his first firms 30% annually for 13 straight years, what architects can learn from being on the client side, and why knowing-liking-trusting always beats “design talk.”

Learn more about Zweig Group: zweiggroup.com
Check out Mark’s podcast: https://www.bigtalkaboutsmallbusiness.com/
Connect with Mark on LinkedIn: https://www.linkedin.com/in/mark-zweig-76529219a/
Work with Tyler: Send the word “Grow” to hello@growthitect.com

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What You’ll Learn:

(01:05) Why confusing marketing with selling keeps architects stuck
(02:09) The real goal of marketing: clients who already want to work with you
(03:12) Why there’s no silver bullet, just discipline and consistency
(04:37) Mark’s background: from MBA to consulting to founding Zweig Group
(07:54) Building a firm by practicing what you teach (and 30% growth, 13 years running)
(12:42) Why architects feel unprepared for marketing (and the education gap)
(14:25) The “Howard Roark complex” and the myth of the starchitect path
(16:10) Why discipline beats inspiration (and how Mark has published weekly for 37 years)
(18:25) The #1 mistake architects make with content: writing to other architects, not clients
(20:21) How jargon alienates selection committees and what to do instead
(22:31) Step one: schedule marketing on your calendar
(22:42) Step two: pick your activities (writing, podcasting, video, list-building) and repurpose them
(24:39) Why building an email list is non-negotiable
(25:49) Why specialization creates stability (and why resisting it hurts your firm)
(30:08) What being on the client side teaches you about buying architecture services
(32:38) The know-like-trust-buy sequence (and why asking questions builds trust fastest)
(34:09) The simple intro trick before any presentation: know who’s in the room
(35:10) How “micro-agreements” reduce pressure at the close
(36:32) Why deposits (content, value, trust) come before withdrawals (the ask)
(36:41) How doing the “crappy jobs” nobody wants can be a winning strategy
(38:39) Specialization as a business stability decision—not a creative limitation
(39:11) Why architects see specialization as riskier (and why the opposite is true)
(40:47) Why scarcity mindset kills firms (and how to overcome it)

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AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/

→ Follow on Instagram: https://www.instagram.com/growthitect_com

→ Subscribe on YouTube: https://www.youtube.com/@growthitect

#34: How often do you actually ask whether a project is the right fit for your firm?

In this episode, I sit down with Justin Smith, a structural engineer turned operations and strategy advisor, to tackle a problem most firms quietly wrestle with: saying “yes” to the wrong projects. We unpack why “how do we win this?” is the wrong first question, how scarcity thinking warps decisions, and the simple process shift that helps you filter fast, price confidently, and protect your team’s time and profit.

Justin shares what he’s learned helping A/E firms enjoy their work more and make more money from it. We get into building a smarter go/no-go for architects & engineers (that people actually follow), when to qualify in the call, what “good/okay/bad” client answers sound like, and the KPIs that tell you if your process is working.

Reach out to Justin: justin@aeclead.com
Connect with Justin on LinkedIn: https://www.linkedin.com/in/jrspe/
Work with Tyler: Send the word “Grow” to hello@growthitect.com

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What You’ll Learn:

(00:28) The real first question: “Are they a fit for us?”—and how that flips your entire pursuit strategy
(02:50) Why architects default to “win at all costs” and how to detach from outcomes
(04:27) Justin’s background: from structural engineer to advisor for A/E firms
(06:50) The two forces behind bad project decisions: scarcity mindset + weak belief in value
(09:05) Why consistent lead flow is the antidote to scarcity (and the key to testing higher fees)
(10:27) The two common pitfalls: no process… or a process no one follows
(13:27) How to build a usable go/no-go: define firm goals, pick 3–7 must-ask questions, and pre-agree on “good/okay/bad” answers
(17:11) Turning answers into action: decide how many “goods” you need (and how many “bads” you’ll tolerate)
(18:48) How to gracefully say “no” mid-call—without persuading or debating
(20:06) Why you should lead the discovery call (and avoid forms for qualification)
(22:24) A quick rule: if they won’t hop on a call, it’s a “no”
(25:19) When to qualify later in the intro call (and why that matters in residential)
(26:55) The DOC method: Diagnose → Offer (continue or part ways) → Close (move to what’s next)
(30:09) DRAW vs DOC: diagnosing deeply, then framing a next-step meeting
(31:29) KPIs that matter: win rate, % of opportunities you reject, fee pushback rate, and delivery multipliers
(33:20) If clients never push back on price… your fees are too low
(36:26) Revenue vs profit: why big fees can still sink you
(37:42) Rebuilding belief: your work is scarce, necessary, and valuable—price and filter accordingly
(39:53) Commodity vs premium: differentiating your lane and communicating value clearly

—---

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/

→ Follow on Instagram: https://www.instagram.com/growthitect_com

→ Subscribe on YouTube: https://www.youtube.com/@growthitect

#33: Architects often ask the wrong question:

“How do I attract clients who actually value design?”

In this episode, I sit down with Evelyn Lee, Founder of Practice of Architecture, to unpack why that question is flawed and what architects should be asking instead. We dive into how clients really make decisions, why design alone isn’t the deciding factor, and how to position your firm to win the work you want.

Evelyn shares her unique perspective from both sides of the table: as a licensed architect and as a client at Slack and Salesforce, where she wrote RFPs and selected design teams. Together, we break down what firms get wrong in interviews, how to reframe conversations with potential clients, and why emotional connection matters just as much as design credentials.

Learn more about Practice of Architecture: https://practiceofarchitecture.com/
Connect with Evelyn on LinkedIn: https://www.linkedin.com/in/evelynlee/
Work with Tyler: Send the word “Grow” to hello@growthitect.com

⸻

What You’ll Learn:

(01:10) Why “attracting clients who value design” is the wrong question
(03:45) Evelyn’s path from architect to client-side decision-maker
(05:21) How clients really evaluate architects (and what they prioritize over design)
(07:26) The hidden value architects deliver beyond aesthetics
(09:43) Why design quality often takes a back seat to outcomes and efficiency
(13:13) The common mistake architects make in interviews
(15:11) How language reveals whether you’re truly client-focused
(18:11) The simple research step that changes everything in client meetings
(20:31) Tools you can use to better understand potential clients (LinkedIn, Pinterest, social media)
(24:11) Why interviews should feel like conversations—not sales pitches
(26:20) How emotional connection drives B2B and residential client decisions
(27:30) Why passing the “design filter” isn’t enough
(30:19) How to know if you’re attracting the right clients
(31:45) Aligning your outreach with the clients and projects you want most
(34:34) Reframing the question: from “design value” to “client outcomes”
(35:59) Where to learn more from Evelyn

⸻

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/

→ Follow on Instagram: https://www.instagram.com/growthitect_com

→ Subscribe on YouTube: https://www.youtube.com/@growthitect