#34: How often do you actually ask whether a project is the right fit for your firm? 

In this episode, I sit down with Justin Smith, a structural engineer turned operations and strategy advisor, to tackle a problem most firms quietly wrestle with: saying “yes” to the wrong projects. We unpack why “how do we win this?” is the wrong first question, how scarcity thinking warps decisions, and the simple process shift that helps you filter fast, price confidently, and protect your team’s time and profit.

Justin shares what he’s learned helping A/E firms enjoy their work more and make more money from it. We get into building a smarter go/no-go for architects & engineers (that people actually follow), when to qualify in the call, what “good/okay/bad” client answers sound like, and the KPIs that tell you if your process is working.

Reach out to Justin: [email protected]
Connect with Justin on LinkedIn: https://www.linkedin.com/in/jrspe/
Work with Tyler: Send the word “Grow” to [email protected] 

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What You’ll Learn:

(00:28) The real first question: “Are they a fit for us?”—and how that flips your entire pursuit strategy
(02:50) Why architects default to “win at all costs” and how to detach from outcomes
(04:27) Justin’s background: from structural engineer to advisor for A/E firms
(06:50) The two forces behind bad project decisions: scarcity mindset + weak belief in value
(09:05) Why consistent lead flow is the antidote to scarcity (and the key to testing higher fees)
(10:27) The two common pitfalls: no process… or a process no one follows
(13:27) How to build a usable go/no-go: define firm goals, pick 3–7 must-ask questions, and pre-agree on “good/okay/bad” answers
(17:11) Turning answers into action: decide how many “goods” you need (and how many “bads” you’ll tolerate)
(18:48) How to gracefully say “no” mid-call—without persuading or debating
(20:06) Why you should lead the discovery call (and avoid forms for qualification)
(22:24) A quick rule: if they won’t hop on a call, it’s a “no”
(25:19) When to qualify later in the intro call (and why that matters in residential)
(26:55) The DOC method: Diagnose → Offer (continue or part ways) → Close (move to what’s next)
(30:09) DRAW vs DOC: diagnosing deeply, then framing a next-step meeting
(31:29) KPIs that matter: win rate, % of opportunities you reject, fee pushback rate, and delivery multipliers
(33:20) If clients never push back on price… your fees are too low
(36:26) Revenue vs profit: why big fees can still sink you
(37:42) Rebuilding belief: your work is scarce, necessary, and valuable—price and filter accordingly
(39:53) Commodity vs premium: differentiating your lane and communicating value clearly

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