How can designers build intentional businesses while embracing an AI-powered practice?

This week, we're joined by Jessica Nelson and Stephanie Lindsay, the co-founders of Etch Design Group and the new venture AI for Interiors. They share their 10-year journey of building Etch into a celebrated Austin-based studio, driven by a "yin and yang" partnership and a desire to create a firm culture centered on autonomy, trust, and a sustainable work-life rhythm. Now a team of 10, they've successfully structured the firm to empower their designers, allowing Stephanie to work remotely and giving both founders space to explore new passions.

That new passion became AI for Interiors, a platform born from Jessica's background in tech and a shared curiosity about new tools. Through speaking, courses, and hands-on team onboarding, they are demystifying artificial intelligence and helping other designers solve their biggest pain points . They tackle the biggest misconception they hear: that AI diminishes creativity.

"If you're using AI the right way, it actually gives you so much more freedom and so much more creativity than you ever thought possible because it allows you to really dream bigger and think so much broader." - Jessica Nelson

This episode concludes with a candid discussion on the lessons learned from a decade of entrepreneurship, from the importance of always trusting your gut instinct to why they wish they'd invested in marketing and a business coach sooner. Jessica and Stephanie also explain their "community over competition" philosophy, sharing why they believe being an "open book" and helping other designers ultimately elevates the entire industry's reputation.

Jessica Nelson and Stephanie Lindsay are the co-founders of Etch Design Group, an Austin-based interior design studio specializing in residential and boutique commercial projects. After meeting at a previous firm, they founded Etch in 2015. They are also the founders of AI for Interiors, a platform that provides speaking, workshops, and coaching to help design professionals integrate artificial intelligence into their creative and business workflows .

Is This Episode for You?

This episode is for you if:

✅ You are an entrepreneur looking for candid lessons on building and scaling a design firm. 

✅ You are curious about how to integrate AI into your creative and business workflows.

✅ You want to debunk common misconceptions about AI and its role in creativity. 

✅ You are interested in building a firm culture based on autonomy, trust, and work-life balance.

✅ You believe in "community over competition" and sharing knowledge to elevate the design industry.

• Learn more about Etch Design Group
• Connect with Etch Design Group on LinkedIn
• Follow Etch Design Group on Instagram
• Learn more about AI for Interiors

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How do you build a tech company that champions, rather than replaces, the analog craft of drawing? 

This week, we explore the intersection of design and digital innovation with Mark Collins, architect, educator, and co-founder of Morfolio. Mark's journey has taken him from the early days of paperless studios at Columbia's Cloud Lab to co-founding a bootstrapped company that now serves over a million designers worldwide.

Mark shares the origin story of Morfolio, born from a group of architects at Columbia who saw the revolutionary potential of the iPad as a creative tool. While major software companies initially missed the opportunity, Mark and his co-founders began a 10-year experiment to redefine drawing for the digital age. By intentionally staying small (under 10 people) and bootstrapped, they've avoided the pressures of venture capital and remained deeply connected to their users, creating what Mark calls an "explosion in slow motion".

"When we think about the word technology, our minds instantly go to screens and iPads, but everything is a technology. I think trace paper is a technology. We think of the design crit as a kind of technology. Anytime we're bringing to bear materials and processes and knowledge to get an outcome, we call that a technology."

- Mark Collins

This episode concludes with a look at the next wave of technology, including AI and augmented reality. Mark explains how Morfolio's innovation strategy involves fusing their own bespoke drawing engine with powerful, built-in technologies from giants like Apple, such as the LiDAR scanner used for Trace's "Room Scanner" feature. He offers advice to new graduates: avoid "doomerism" about AI, "just try things", and embrace a "multimodal" approach to design that blends drawing, data, and software to forge their own unique paths.

Mark Collins is an architect, educator, and the co-founder of Morfolio, the creative suite behind popular design apps like Trace, Board, and Journal. His career has bridged academia, where he co-founded Columbia University's Cloud Lab, private practice, and entrepreneurship. Mark's work focuses on blending analog design craft with digital innovation and keeping the human experience at the center of technology.

Is This Episode for You?

This episode is for you if:

✅ You are an architect who loves the feel of hand drawing but wants to integrate digital tools. 

✅ You are curious about the "paperless studio" and its evolution since the early 2000s. 

✅ You want to understand the future of AI and AR in design from a practitioner's perspective. 

✅ You are interested in "bootstrapping" a tech company rather than using VC funding. 

✅ You believe in the power of community feedback to shape software development. 

✅ You are a recent graduate exploring alternative career paths that blend design and technology.

📍 Show Links:

• Connect with Mark on LinkedIn
• Learn more about Morpholio

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What does it really mean for an architecture firm to be transparent? 

This week, we dive into the operations of Work Program Architects (WPA), an award-winning practice known for its community-driven design and radically open culture, with Associate Principal Erin Agdinaoay.

Erin shares her journey to WPA, drawn initially by their community-focused work and then captivated by their commitment to radical transparency. She details how WPA puts this philosophy into action daily: 100% open books accessible to all staff, full salary visibility (shown even during the hiring process), and a rotating Raises and Bonuses Committee that gives everyone a chance to participate in financial decision-making. Erin explains that this level of openness isn't just about fairness - it's a strategic approach designed to demystify firm operations, foster trust, and empower every team member, regardless of experience level, to think and act like an owner.

The conversation explores the practicalities and challenges, from managing growth while maintaining communication to educating staff on financial literacy through exposure and direct involvement. Erin addresses common questions and skepticism, emphasizing that while transparency can create friction, assuming good intent and approaching conversations with curiosity makes the process constructive. WPA even shares its internal templates to encourage other firms to adopt similar practices. Erin's ultimate hope extends beyond WPA. 

"My hope is that firms all over dramatically increase their transparency and their ability to give access to business information and financial literacy to all staff in their firm, especially younger staff to create a long runway to learn the business. That way our very talented young professionals can learn what maybe the default is today so that they can create a different tomorrow that increases the value of architecture in the profession." - Erin Agdinaoay

This episode concludes by showcasing how WPA's radical transparency fosters a culture of trust, equity, and shared ownership, challenging traditional firm management norms. Erin's insights reveal that openness is not just an ideal but a practical tool for building resilience, improving business acumen across the firm, and ultimately, empowering the next generation to elevate the architectural profession by understanding its foundations.

Erin Agdinaoay is an Associate Principal at Work Program Architects (WPA), based in the Norfolk area of Virginia. With a people-first leadership style, she has been instrumental in shaping and implementing WPA's commitment to radical transparency, including open books and salary visibility. She is an advocate for pay equity and believes in empowering all staff with financial literacy to foster an ownership mindset within the firm. Erin is a graduate of Virginia Tech's architecture program.

Is This Episode for You?

This episode is for you if:

✅ You are curious about alternative firm management models beyond traditional hierarchies.

✅ You believe in or want to learn more about pay transparency and open-book management.

✅ You are interested in fostering an "ownership mindset" among your staff.  

✅ You want practical advice on how to implement transparency initiatives in your own firm. 

✅ You are a younger professional seeking firms with values aligned with equity and openness. 

📍 Show Links:

• Connect with Erin on LinkedIn
• Learn more about Work Program Architects
• Connect with Work Program Architects on LinkedIn

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What does a career path look like when it’s guided by necessity, unconventional experiences, and a deep respect for place? 

This week, we're joined by David Sellers, founder of Hawaii Off-Grid Architecture and Engineering and Surf Block, whose journey embodies designing within limits to create smarter, self-sustaining systems.

David shares his non-traditional path, from working as a mechanic and on Alaskan fishing boats to studying architecture in the Netherlands. These experiences fueled a fascination with self-sufficient systems, inspired by observing the integrated mechanics of boats. This led him to Hawaii, where high energy costs and resource constraints created the perfect environment to build a multidisciplinary practice focused on net-zero and off-grid projects. His firm, Hawaii Off-Grid, now mandates that all new buildings be at least net-zero, driven by both environmental values and a compelling economic proposition for clients.

The conversation also dives into Surf Block, a startup born from observing the sheer volume of surfboard foam waste filling local landfills. Inspired by insulated composite concrete forms (ICCFs), David saw an opportunity to turn this waste into a high-performance, resilient building material - resistant to hurricanes, mold, mildew, and termites - perfectly suited for Hawaii's climate and challenges. Now, Surf Block is playing a crucial role in the rebuilding efforts in Lahaina. David's hope is that his work inspires others to find similar opportunities in their own backyards. 

“Necessity - that’s been the story of my life ever since. And I think that part of our architecture practice is rooted in necessity. There’s a necessity for us to have climate responsive design, because we’re seeing a shift in vernacular architecture.” - David Sellers

This episode concludes with a powerful reminder that innovation often stems from constraints and necessity. David’s story showcases how diverse experiences outside traditional architecture can enrich design thinking and lead to ventures with profound environmental and community impact. He demonstrates that architects' next frontier may lie not in grand scale, but in developing intelligent, self-sufficient systems that respond directly to the unique challenges of their place, ultimately inspiring others to find and create value in unexpected ways.

David Sellers is the founder of Hawaii Off-Grid Architecture and Engineering and the co-founder of Surf Block. With an unconventional background that includes working as a mechanic, on fishing boats, and studying architecture internationally, David brings a unique systems-thinking approach to sustainable design. His practice in Hawaii focuses on net-zero, off-grid, and climate-responsive projects driven by the unique environmental and economic necessities of the islands. Through Surf Block, he is pioneering the use of recycled surfboard foam waste to create innovative, resilient building materials for communities like Lahaina.

Is This Episode for You?

This episode is for you if:

✅ You are interested in off-grid, net-zero, and sustainable design practices.  

✅ You believe necessity and constraints can be powerful drivers of innovation.

✅ You are inspired by unconventional career paths within and beyond architecture. 

✅ You want to learn about innovative approaches to waste stream utilization and sustainable materials. 

✅ You are looking for examples of architecture practices with a strong quadruple bottom line focus (community, environment, global impact, career progress).

📍 Show Links:

• Connect with David on LinkedIn
• Learn more about Hawaii Off Grid
• Learn more about Surf Block

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What happens when a tech leader with a background in democratizing design at companies like Figma turns their attention to architecture? 

This week, we're joined by Radhika Parashar Narain, Head of Marketing at Arcol, a software company reimagining how architects design and collaborate.

Coming from the world of Software as a Service (SaaS), Radhika offers a fresh and insightful perspective on a profession she finds fascinatingly complex and creative, yet overdue for better tools. She shares her initial shock at the fragmented, inefficient, and often joyless workflows architects are forced to navigate. Radhika discusses the cultural and practical hurdles to tech adoption in an industry rooted in tradition, from the high "cost of change" after years spent learning legacy software to a scarcity mindset around collaboration. The conversation explores how Arcol, founded with a "Figma for BIM" ethos, aims to bring simplicity, accessibility, and collaboration to the earliest stages of design.

Ultimately, Radhika’s vision is not about disruption for its own sake, but about empowerment. She argues that by embracing intuitively designed, cloud-based tools, architects can reduce friction, foster collaboration, and rediscover the joy in their craft. Her hope is for architects to raise their standards for the software they use every day.

"My hope for the profession is for architects to have as high expectations as we have of the tools that we can foresee and we can kind of imagine can bring that joy back to the process." - Radhika Parashar Narain

This episode concludes with a call for the profession to see technology as a leverage point. Radhika encourages architects, especially students and smaller firms, to experiment early, build collaboration as a muscle, and use new tools to "punch above their weight." By democratizing access to powerful, well-designed software, the next generation can move beyond the limitations of legacy systems and focus on what they do best: creating the built world.

Guest:

Radhika Parashar Narain is the Head of Marketing at Arcol, a software company building a new generation of design and collaboration tools for architects. With a background in SaaS and design technology, including a tenure at Figma, she is passionate about empowering creators with better tools and making design more accessible to everyone.

Is This Episode for You?

This episode is for you if:

✅ You are an architect frustrated with your current software and workflows. 

✅ You are curious about how the mindset of Silicon Valley (SaaS) applies to the AEC industry. ✅ You want to understand the challenges and opportunities of tech adoption in architecture. 

✅ You believe in the power of technology to democratize design and empower smaller firms. ✅ You are a student or educator looking for the next wave of tools that will shape the future of practice.

📍 Show Links:

• Learn more about Arcol 
• Connect with Radhika on LinkedIn

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What does it take to build and fund the companies that are truly transforming the built environment? 

This week, we are joined by Jesse Devitte, co-founder and General Partner of Building Ventures and a pioneer who has spent over three decades at the intersection of architecture, construction, and technology.

Jesse shares his remarkable journey, from co-founding SoftDesk, the company that laid the groundwork for Autodesk's AEC division in the early 90s, to becoming one of the first venture capitalists dedicated to the industry. He explains the origin of Building Ventures, a firm created to invest across the entire lifecycle of how we design, build, and operate our world. Supported by a network of industry leaders, the firm was founded on the belief that a wave of innovation was coming, and the built environment was ready for a new generation of transformative companies.

The conversation offers a rare look inside the mind of an investor, exploring the evolution of AEC tech, the business model challenges facing architecture firms, and what it takes to get a startup funded. Jesse reveals that his team looks for more than just a good idea; they look for founders with a unique, firsthand understanding of the problem they are solving.

"We want them to really not pitch us on a solution for their problem. We want them to be in love with the problem. That's an earned secret to us that someone has that they can apply that makes them really unique." - Jesse Devitte

This episode concludes with a forward-looking perspective on where the industry is headed. Jesse argues that the path forward requires a mindset shift from all players: architects must "lean in" to new opportunities like industrialized construction to maintain influence, and the industry as a whole must foster a collaborative ecosystem where startups, incumbents like Autodesk, and practitioners work together to drive progress. His story is a guide to where opportunity lives, offering invaluable insights for both aspiring entrepreneurs and firm leaders wondering how capital, innovation, and design intersect to shape the future of practice.

Guest:

Jesse Devitte is a co-founder and General Partner at Building Ventures, a venture capital firm investing in early-stage startups that are transforming the built environment. With a career spanning over 30 years, Jesse was a pioneer in AEC software development, co-founding SoftDesk, which was acquired by Autodesk to create its AEC Market Group. He later became one of the first VCs to focus on the built world, with early investments in iconic companies like SketchUp. Through Building Ventures, he continues to support entrepreneurs who are improving how we design, build, and operate our world.

Is This Episode for You?

This episode is for you if:

✅ You are an entrepreneur with a startup idea for the AEC industry and want to know what investors look for. 

✅ You are a firm leader trying to understand the broader trends in AEC technology and investment. 

✅ You are curious about the evolution of venture capital in the built environment. 

✅ You want to hear the perspective of a pioneer who has shaped AEC software from the beginning. 

✅ You are interested in the future of design tech, pre-construction, sustainability, and industrialized construction.

📍 Show Links:

• Connect with Jesse on LinkedIn
• Learn more about Building Ventures

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How do you build a career with intention, navigate unsupportive environments, and find the mentors who will champion your growth? 

This week, we are joined by Leslie Sydnor, an architect and design manager whose journey offers a masterclass in resilience, self-advocacy, and the power of networks.

Leslie shares her story, from being inspired by New York City construction sites as a child to finding her path at Yale and UCLA. She offers a candid look at her career, including her "dream job" designing low-income housing for the City of New York, her time in small, supportive firms, and a challenging stint in a corporate environment that confirmed her fears about who gets to climb the ladder. A pivotal point in her career was finding a mentor in Helena Jubany, who saw her potential and taught her how to run an office, a relationship that shaped her understanding of what’s possible as a woman of color in architecture.

Now a Design Manager for the country's largest community college district, Leslie acts as a crucial translator between the massive institution and its architects. She argues this is not a role architects have "given up," but a necessary function in a complex bureaucracy, one best filled by an architect who can advocate for the design team. 

"Find your tribe and keep them close. Architecture is such a small, interconnected world - you’ll cross paths with classmates, colleagues, even old bosses, again and again. Your tribe will support you, tell you about jobs, and help you when you need it most." - Leslie Sydnor

This episode concludes with Leslie’s core advice for the next generation of architects, distilled from years of experience and her current role as an educator at Cal Poly Pomona. She emphasizes the importance of strategy, flexibility, and building a strong professional network, summed up in her key mantra: "Find your tribe and keep them close." Her story is a powerful reminder to treat job interviews as a two-way street, to ask the hard questions, and to find the environments and people who align with your values and will support your long-term success.

Guest:

Leslie Sydnor is an architect and Design Manager with the Cumming Group, currently working with the Los Angeles Community College District. With a career spanning traditional practice in firms both large and small, design-build, and now owner-side representation, she brings a wealth of experience to her role. A graduate of Yale University and UCLA, Leslie is also an educator at Cal Poly Pomona, where she teaches project management and mentors students on building intentional careers. As one of the first few hundred licensed Black women architects in the U.S., she is a passionate advocate for diversity, mentorship, and self-advocacy within the profession.

Is This Episode for You?

This episode is for you if:

✅ You are a young professional seeking advice on how to navigate the architecture industry and find supportive firms. 

✅ You want to understand the career path of a design manager and what the role entails. 

✅ You are inspired by stories of mentorship and the impact of finding the right champions in your career. 

✅ You have felt undervalued and want to learn more about the importance of self-advocacy. 

✅ You believe in the power of networks and want to be more strategic about building your professional community

📍 Show Links:

• Connect with Leslie on LinkedIn
• Follow Leslie on Instagram
• Visit Cal Poly Pomona’s Website

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How can architects remain relevant in a world where cities are as digital as they are physical?

In this episode of Practice Disrupted, Evelyn Lee sits down with Bryan Boyer, Co-Founder of Dash Marshall and Faculty Director of the Urban Technology Program at the University of Michigan. Bryan’s career bridges technology, design, and urbanism - and through his leadership, he is training the next generation of designers to think differently about how we build, govern, and inhabit our cities.

Bryan shares the origins of the Urban Technology program, why he believes the built environment has lagged behind other industries in digitization, and how the program prepares students to be equally fluent in architecture, planning, and technology. He highlights how fragmentation in the AEC industry creates a “chain drain” of intelligence and argues that architects need to reclaim agency by embracing new tools, methods, and mindsets.

The conversation delves into the unique curriculum of Urban Tech, which integrates cities, technology, and design. Students learn to view cities as complex systems, develop technical fluency in coding and data science, and practice forms of service and strategic design that extend beyond traditional building. Bryan also reflects on how AI, automation, and interaction design are reshaping the skills architects need, and what this means for education, practice, and the profession as a whole.

“Our cities today are fully physical and fully digital. The challenge isn’t just to bridge the gap between urbanist and technologist - it’s to prepare a new generation who doesn’t believe that gap exists at all.” – Bryan Boyer

This episode concludes with Bryan’s vision for the future: a profession that works with urgency, embraces user research, and balances long-term aspirations with near-term agency. He challenges architects to move beyond utopian visions and engage directly with the realities of policy, economy, and technology in order to create cities of shared prosperity, sustainability, and joy.

Guest:

Bryan Boyer is the Co-Founder of Dash Marshall, a design practice that works across architecture, interiors, and strategy. He is also the Faculty Director of the Urban Technology Program at the University of Michigan, where he leads an innovative undergraduate degree exploring the intersection of cities, technology, and design. His career spans architecture, technology, and public sector work, including roles at Sidewalk Labs, the Helsinki Design Lab, and the Office of New Urban Mechanics.

Is This Episode for You?

This episode is for you if:

✅ You want to understand how technology and architecture intersect in urban contexts

✅ You’re curious about new forms of design education and career paths

✅ You’re grappling with the challenges of fragmentation in the AEC industry

✅ You believe architects should embrace coding, user research, and new design methods

✅ You’re interested in what the future of urban practice looks like in a digital era

📍 Show Links:

• Connect with Bryan on LinkedIn
• Follow Bryan on Instagram
• Visit Bryan’s Website
• Subscribe to Urban Technology Substack
• Learn more about Cedar
• Learn more about Monograph

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What happens when a public servant becomes a tech founder to solve the problems they face every day? 

This week, we're joined by Nichole Sterling, the Mayor Pro Tem of Nederland, Colorado, and the founder of MyTownAI. Her journey offers a unique perspective on how technology can reshape civic decision-making from the inside out.

Nichole shares the origin story of MyTownAI, a venture born from the "pain" of watching her own small-town staff navigate a maze of disconnected sources - zoning maps, municipal codes, county websites, and even Zillow, just to answer a simple question like, "What can be built on this parcel of land?". To address this, she developed MyTownAI, an intelligent data hub that consolidates information and utilizes low-cost digital twins to enable municipalities to run simulations, ranging from modeling the impact of zoning changes to exploring economic development strategies.

The platform is designed to serve the vast, often-overlooked majority of American communities: the 83% of towns with fewer than 10,000 people. By providing accessible AI tools to under-resourced governments, Nichole is driven by a powerful vision for the future of the public sector.

"I want to see local governments become the next wave of innovation. If you think about it, just that a very small disruption at the local government level has the potential to make huge waves." - Nichole Sterling

This episode concludes with an exploration of how a tool built for government can create a more transparent and collaborative ecosystem for all. MyTownAI aims to enhance civic participation by giving citizens direct access to information and a platform to co-create ideas for their communities. For architects and developers, it represents a future where they can quickly find community-aligned opportunities, accelerating a process that is often opaque and slow. Ultimately, Nichole's work challenges architects to evolve their value proposition from being navigators of a complex system to becoming strategic partners in a data-empowered, citizen-driven future.

Guest:

Nichole Sterling is the Mayor Pro Tem of Nederland, Colorado, the founder of MyTownAI, and the co-founder of the nonprofit Women Defining AI. As a public servant and civic tech founder, she is focused on leveraging artificial intelligence to empower small and under-resourced municipalities. Her work aims to make government more efficient, transparent, and innovative by providing accessible tools for data analysis, scenario planning, and civic engagement.

Is This Episode for You?

This episode is for you if:

✅ You are an architect or planner who feels the pain of navigating fragmented municipal data. ✅ You are interested in how AI and digital twins can be applied at the local government level. ✅ You want to understand the unique challenges and opportunities facing small towns. 

✅ You are inspired by stories of non-technical founders solving real-world problems. 

✅ You believe technology can enhance civic participation and create more collaborative communities.

📍 Show Links:

• Connect with Nichole LinkedIn
• Visit MyTownAI’s Website
• Visit Woman Defining AI’s Website
• Listen to the Previous Episode with Nichole

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How can a career in architecture be more than a single path, but a foundation for a multifaceted professional life? 

This week, we welcome back Mikael Avery, a designer, educator, and healthcare professional, for a deep dive into his own remarkable journey. Mikael’s story is one of continuous exploration, starting with a degree in landscape architecture before moving through urban design, a traditional architectural apprenticeship, and a solo digital fabrication practice. Driven by a desire for a larger impact, he then made a significant pivot, earning a master's degree in occupational therapy to learn about healthcare from the inside out. Today, his work weaves all these threads together as a senior lecturer at the University of Pennsylvania, a collaborator with design firms, and the co-leader of a medical device startup.

Throughout the conversation, Mikael explains how he sees these varied roles not as separate careers, but as different facets of one cohesive professional identity: that of a designer and educator. He shares invaluable insights into the cross-pollination of skills between fields, how his designer’s mindset informs his work in healthcare, and how the crucial soft skills learned in occupational therapy, like building instant rapport with clients, are vital for architects. His ultimate hope for the profession is a return to its fundamental purpose.

"Architecture is a service profession. Because our work is in service of the people. And so I think the more students who graduate and really appreciate that service aspect of architecture and design, I think the more in demand designers will be." - Mikael Avery

This episode concludes with a powerful reframing of what a career can be. Mikael’s journey is a testament to seeing a career not as a linear path to be followed, but as a continuous development propelled by curiosity and a desire to learn. He offers actionable advice for anyone looking to forge their own way: start with confidence in your design skills, be curious, learn the language of other industries, and build a network to create opportunities. His story is a compelling case for how a commitment to service can unlock the true value of design in any field.

Guest:

Mikael Avery is a designer, educator, maker, and healthcare professional working at the intersection of architecture, product design, and health. He is a Senior Lecturer at the University of Pennsylvania, where he teaches courses in the architecture department and the Integrated Product Design program. Alongside his teaching, he advises healthcare systems, collaborates with design firms like Fifteen, and co-leads a medical device startup, embodying a truly interdisciplinary approach to practice.

Is This Episode for You?

This episode is for you if:

✅ You are exploring a non-linear career and want to see how different interests can form a cohesive whole. 

✅ You want to understand how skills from other industries, like healthcare, can benefit architectural practice.

✅ You are a student or young professional seeking advice on how to forge your own unique career path. 

✅ You believe in the power of design to have a larger social impact beyond the building. 

✅ You are inspired by the idea of architecture as a service profession and want to explore what that means.

📍 Show Links:

• Connect with Mikael LinkedIn
• Visit FIFTEEN’s Website

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