In this episode, I challenge one of the most common complaints in the architectural industry: "Fees are too low."

I argue that the real issue is not the market, but internal discipline.

When designers fail to align early, allow reactive redesigns, and give their ideas away for free, project margins erode long before construction begins.

Drawing from my experience on both the design side and as an Owner's Representative, I break down how process, communication, and design leadership directly impact profitability, and why most firms don't have a fee problem, they have a design problem.