How can better business systems protect your firm's profitability, and your sanity?

In this episode of Practice Disrupted, Evelyn Lee is joined by Darguin Fortuna, founding principal of Flow Design Architects and chair of the AIA Small Firm Exchange. Darguin shares his incredible journey from moving to the United States from the Dominican Republic in 2010, learning English while working night shifts at Wendy's, to passing all six ARE exams in just over a year and earning his license the same day his daughter was born.

Darguin's frustration with traditional architecture practice didn't stem solely from long hours; it also stemmed from the lack of transparency around business operations, the constant scope creep, and the inability to establish a healthy work-life balance. Determined to build something different, he and his partner, Marcos Severino, founded Flow with rigorous systems designed to protect profitability and empower their staff. They share how they categorize their services into three distinct levels, Ionic, Doric, and Corinthian, charge for initial consultations, and use a fictional office manager to handle difficult financial conversations.

"Every line is a source of good, and it's worth money. If I draw a map to a treasure that has billions of dollars of gold, how much is that map worth? You can't get the gold without the map." - Darguin Fortuna

This episode is a masterclass in treating an architecture firm as a business first. Darguin explains his obsessive focus on process, from recording client meetings and creating standard email templates to building a vast library of internal training videos that enable the firm to run autonomously. Whether you are a firm owner struggling with profitability or a young architect looking to carve your own path, Darguin's story is a powerful reminder that you have the agency to design a career and a life on your own terms.

Darguin Fortuna is the founding principal of Flow Design Architects in Salem, Massachusetts, and the first Dominican-born recipient of the AIA Young Architect Award. After immigrating to the U.S. and completing his architecture degree at the Boston Architectural College, Darguin became licensed and quickly recognized the flaws in traditional practice models. At Flow, he has pioneered highly systematic, business-first approaches to architecture, focusing on profitability, clear client communication, and robust internal training. He is also an entrepreneur with ventures in short-term rentals and childcare.

This episode is especially for you if:

✅ You are tired of scope creep and want to learn how to ensure you are paid for every service you provide.

✅ You want to understand how to implement tiered service offerings (like Flow's Ionic, Doric, and Corinthian models) to manage client expectations.

✅ You struggle with setting boundaries with clients and want strategies for maintaining work-life balance.

✅ You are interested in how to build internal training systems (SOPs) so your firm can operate without your constant oversight.

✅ You want to hear an inspiring story of resilience, entrepreneurship, and carving out a unique path in the architecture profession.

What have you done to take action lately? Share your reflections with us on social and join the conversation.

1. Learn more about Flow Design Architects
2. Connect with Flow Design Architects on

Can You Be an Architect, a Tech Marketer, and a Business Owner All at Once?

In this episode of Practice Disrupted, Evelyn Lee sits down with Joann Lui, an architect-turned-entrepreneur who is redefining what a career in architecture can look like. Joann shares her journey from traditional practice at Gensler to content marketing for tech startups like Monograph and Testfit, and reveals her latest venture: co-founding OIKA, a matcha company that has become the largest matcha refinery in the United States.

Joann opens up about her early realization that she never wanted to start her own architecture firm, a decision that freed her to explore other passions. She discusses how she applies her architectural mindset to designing cafes and building businesses, treating each venture as a design problem to be solved. The conversation dives into the challenges of opening a brick-and-mortar business, from navigating permits and renovations to learning entirely new operational systems on the fly.

"I don't think there is a work life balance. I'm always working, but I really do love it. Burnout comes when you're doing work that's not aligned with your values." - Joann Lui

Evelyn and Joann also explore the concept of a "portfolio career", discussing how Joann balances her multiple roles, from leading the Women Architects Collective to consulting on content marketing, without succumbing to burnout. Whether you are interested in entrepreneurship, side hustles, or simply curious about how architectural skills translate to other industries, this episode offers an inspiring look at building a career on your own terms.

Joann Lui is an architect, content marketer, and entrepreneur. After spending over a decade in traditional architecture practice, she pivoted to the tech world, leading marketing for startups such as Monograph and Testfit. She is the founder of the Women Architects Collective, a community of over 5,000 members, and the co-founder of OIKA, a single-origin matcha company based in New Jersey.

This episode is especially for you if:

✅ You are an architect interested in entrepreneurship or starting a business outside of traditional practice.

✅ You want to learn about "portfolio careers" and how to balance multiple professional passions.

✅ You are curious about the intersection of design, branding, and brick-and-mortar business operations.

✅ You are looking for inspiration on how to leverage your architectural skills in new industries like tech or retail.

What have you done to take action lately? Share your reflections with us on social and join the conversation.

1. Learn more about OIKA
2. Learn more about Joann Lui
3. Connect with Joann on LinkedIn

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In this episode of Practice Disrupted, Evelyn Lee sits down with Gabriella Bermea, a Senior Associate at Perkins Eastman and the voice behind the growing social media platform "Architect Big Sis." Together, they explore the power of storytelling outside traditional portfolios, discussing how short-form video and personal narrative can demystify the profession for the next generation.

Gabriella shares her journey as a "border kid" from Eagle Pass, Texas, where careers were often inherited rather than discovered. She opens up about the resilience required to navigate architecture school and licensure, revealing she took 16 ARE exams (failing 10) before becoming the first in her class to get licensed. Now, she uses those experiences to create content that answers the questions she had as a student, offering a transparent look at salaries, career progression, and the reality of studio culture.

"If your best people are afraid to speak, you're not protecting that professionalism, you're just protecting your control over them." - Gabriella Bermea

The conversation also addresses the business side of content creation. Gabriella explains why metrics like "saves" and "shares" are more valuable than views, and why firms should view employee advocacy as an asset rather than a liability. Whether you are a student looking for guidance or a firm leader navigating the creator economy, this episode challenges the industry to stop hiding behind polished images and start sharing the unfiltered truth.

Gabriella Bermea is a Senior Associate at Perkins Eastman and a 2024 AIA Young Architects Award recipient. Growing up on the Texas-Mexico border, she didn't know what an architect was until high school. Today, she is a recognized "trend disruptor" and advocate for equity in the profession, using her social media presence to mentor students and emerging professionals globally.

This episode is especially for you if:

✅ You are an emerging professional or student looking for honest advice on exams, salaries, and career growth.

✅ You are interested in starting a social media channel but struggle with perfectionism or fear of criticism.

✅ You are a firm leader trying to understand how to support employees who want to build personal brands.

✅ You want to learn how to use digital storytelling to reach a broader, more diverse audience. ✅ You are curious about the metrics that actually matter when building a community online.

What have you done to take action lately? Share your reflections with us on social and join the conversation.

1. Connect with Gabriella on LinkedIn
2. Follow Gabriella on Instagram
3. Learn more about Perkins Eastman

📍 Follow Practice Disrupted on Social:

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