from Architecture to PROFITecture

from Architecture to PROFITecture

By Jake KrokowskiArtsDesign
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from Architecture to PROFITecture episodes

  • Working (and living!) with INTENTION - EP003

    The design decisions you make as an architect or landscape architect throughout your career are so intentional.  As we make those decisions to address a constraint, to explore a new aesthetic or material combination, to surprise and delight our clients (or even just to stay in budget!), it begs the question: Are we being as intentional throughout the rest of our days? Let's talk about it...

    22 min
  • Design services are NOT a basic human need - STOP selling them that way! [001]

    Sparked by recent reviews of architects' and landscape architects' websites/social media profiles, along with my discovery of Abraham Maslow's "Hierarchy of Needs" model, we discuss:

    • Why marketing language centered strictly around services provided, years in business, degrees earned etc appeals to "basic" needs, at the commodity level.  This sets you up for competing primarily on price, risking a "race to the bottom" on fees;
    • How you can go too far with "pie in the sky", existential, industry jargon, trying to seem smart or clever, only to alienate potential clients;
    • The notion of a "sweet spot" in marketing language, where your values, beliefs and process can align with your potential clients' psychological needs.  After all, consumers buy based on EMOTION, not features or bullet points...
      • 13 min

    About from Architecture to PROFITecture

    From the publisher's feed

    Before you can attract your ideal design clients, you have to get their ATTENTION. In this podcast, we'll discuss strategies for EFFECTIVE online marketing, stories of design professionals building…