381: Lessons on Business Development with Paul Ferro

This week, we’re talking to Paul of Form4 Architecture, a San Francisco firm best known for high-tech workplace projects for prominent Bay Area clients Google, Facebook, and Workday, among others. Paul founded Form4 alongside Robert J. Giannini, John Marx, AIA, and James Tefend in 1998. The firm’s name refers to its four original partners.

Robert Giannini was the CEO when the company began, and served in that role for more than 21 years. Over the pandemic period, Robert retired, and Paul Ferro stepped into the CEO role.

We talked about his previous experience being the Chief Financial and Operating Officer in the company. We talk a bit about his background in how the company was formed. We looked at a number of different things, from pivoting inside of the pandemic to the importance of diversification, project typologies, and how to address stalled projects. Business development and talent acquisition are two other topics addressed.

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