Jon discusses the importance of personal branding with expert Christine Gritmon. Christine breaks down what personal branding is, why it matters, especially for solopreneurs and small business owners, and shares her five-part Inside Out personal branding methodology: Purpose, Passion, Person, Personality, and Personal Brand. The conversation delves into the significance of authenticity, how to make a memorable impression, and offers practical exercises for identifying and leveraging your unique gifts. The episode concludes with actionable tips for starting to develop an authentic personal brand today.

Today’s Guest

We’re joined by Christine Gritmon - Christine reconnects solopreneurs, freelancers, and small business owners with their purpose and passions for a more aligned personal brand that’s joyful, authentic, and impossible to ignore! She’s spoken on stages worldwide and is a frequent expert guest on podcasts, live streams, chats, and blog posts, as well as hosting her own podcast, Let’s Talk About Brand.

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Episode Highlights

00:00 Introduction

00:42 Meet Christine Gritmon

01:15 What really is Personal Branding?

02:03 Personal Branding Misconceptions

04:11 Why Personal Branding Matters So Much

05:40 Building Trust Through Branding

06:13 The Power of Authenticity

11:44 The Inside Out Branding Framework

12:05 Purpose and Passion

15:25 Identifying Your Gifts

20:42 How You Show Up In The World

21:57 The Role of Personality

23:50 Expanding Your Personal Brand

24:38 Jon's Gift

28:24 Leading with Your Gifts

29:35 Christine's Personal Branding Evolution

30:30 The Flexibility of Personal Branding

31:15 Embracing Your Unique Gifts

32:22 Final Takeaways on Personal Branding

32:52 Connecting with Christine Gritmon

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Key Takeaways

Be authentic and true to yourself

Your personal brand should come from who you really are, not from trying to fit into someone else’s idea of success. When you show your true self, people are more likely to trust you and remember you.

Lead with your unique gifts

Everyone has something special to offer. Focus on the skills and qualities that make you different, and use them in your work. This not only helps you stand out, but also makes your brand flexible if you change direction in the future.

Your personal brand goes further than you do

A strong personal brand can open doors and create opportunities, even when you are not in the room. The impression you leave with others can travel far, helping your reputation and bringing new connections your way.

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Click here to learn more about Christine Gritmon 🖥️

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Next Episode

Next time Jon chats with Louise Brogan about getting more from your LinkedIn company page.

In this episode of the Architecture Business Club podcast, host Jon Clayton reflects on the podcast's impact and announces several upcoming changes aimed at broadening its audience and improving content delivery. Key changes include the transition to both audio and video formats, a shift to fortnightly episode releases, and a tighter editing process to focus on core topics. Jon also discusses the possibility of releasing video versions of past episodes and explores securing a long-term sponsor that aligns with the show's mission. Listeners are encouraged to provide feedback on these updates and suggest potential sponsorship partners.

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Episode Highlights

00:00 Introduction

01:01 New Audio and Video Formats

02:01 Content and Format Adjustments

05:25 Editing and Production Process

07:05 Release Schedule Update

08:48 Focus on Interview-Based Episodes

10:57 Exploring New Podcast Ideas

11:27 Sponsorship and Ads

15:22 Summary and Conclusion

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Key Takeaways

The importance of adaptability: The episode demonstrates how being flexible and open to change can help you overcome unexpected challenges and seize new opportunities.

Effective communication is key: Clear, honest, and timely communication between all parties involved helps to prevent misunderstandings and ensures that everyone is aligned towards common goals.

Continuous learning drives progress: Embracing a mindset of ongoing learning and self-improvement allows for personal and professional growth, keeping individuals and organisations competitive in a rapidly evolving environment.

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Subscribe on YouTube (for upcoming video episodes!) 📺

Send a Voicemail to the show (we listen to every message!) 📢

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Next Episode

Next time Jon chats with Christine Gritmon about personal branding.

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.

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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

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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.

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Click here to take your next step after listening 🖥️

Click here to connect with Nathalie 🤝

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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.

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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

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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.

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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 🤝

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Next Episode

Next time Jon is joined by Nathalie Doremieux to learn how to get the most value from your podcast guest appearances.

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.

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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

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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.

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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 🤝

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Next Episode

Next time, Jon is joined by Nicla Diceglie, who shares her career journey to Bold Biophilic Design.

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.

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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

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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.

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Curious about podcasting? Click here to book a chat with Jon 🎧

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Next Episode

Next time Jon is joined by Daniel Patterson to explore how to double your profits (without hiring or spending more on marketing!).

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.

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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.

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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

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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.

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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 🎧

Want to meet people like you? Click here to join our community 🤝

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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.

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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

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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.

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Liked our guest? Click here to connect with them 🤝

Click here to learn more about Kevin’s work 🖥️

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Want to meet people like you? Click here to join our community 🤝

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Next Episode

Next time, Jon chats with David Drazil to explore whether design professionals still need sketching skills.

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.

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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.

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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

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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.

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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 🎧

Want to meet people like you? Click here to join our community 🤝

Want more freedom? Grab the Architecture Business Blueprint 🎁

Follow or Connect with Jon on LinkedIn 🤝

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Next Episode

Next time, Jon chats with Kevin Kennon about the concept of Distributive Practice.

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.

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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

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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, Liz Murrell, Mahmood Reza, Maja Kovacic-Kalra, Mark Franklin, Melanie Boylan, Mel Barfield, Rachel Extance, Ray Brown, Richard Petrie, Ross Foulkes, Stephen Nixon, Susanna Reay, Tom Lewith, Vardeep Edwards, Vlad Borislavov.

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Curious about podcasting? Click here to book a chat with Jon 🎧

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👇 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.

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Next Episode

 Next time, Jon chats with William Ringsdorf to discuss the problem of undervaluing your expertise (and how you can fix it!).