Welcome to Part 2 of Rion Willard's conversation with Paul Iddon, founder of Agency PSI, on the Business of Architecture podcast. In this episode, they delve deeper into the unexpected power of emotion in sustainability and how it influences the architecture profession. Discover why beauty, storytelling, and emotional connections may hold the key to raising fees and creating lasting client relationships.

Paul uncovers surprising parallels between architecture and consumer goods, offering fresh perspectives on marketing and client engagement. He challenges conventional thinking, revealing ways architects can position their services to inspire passion and build trust.

This conversation will leave you rethinking how emotion drives architectural success and inspire you to see your practice—and your clients—in a new way.

• Why your favorite ready meal has everything to do with architecture
• The secret emotional driver behind sustainability that no one talks about
• What modernist buildings lack—and how to bring it back
• A surprising lesson from high-end chocolate brands

To learn more about Paul, visit his:

Website: https://agencypsi.com/

LinkedIn: https://www.linkedin.com/in/pauliddon/

Book:

https://www.ribabooks.com/blueprints-for-the-soul-why-we-need-emotion-in-architecture_9781915722386

https://www.amazon.co.uk/Blueprints-Soul-need-emotion-architecture/dp/1915722381

► Transcription: https://otter.ai/u/9WVNO8qdLQ3eU3HAm4HFjwle66c?utm_source=copy_url

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Carpe Diem!