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Architects often feel torn between their creative calling and the pressure to “talk money,” leaving many unsure how to price their work, defend their value, or navigate client conversations without anxiety.
Money is supposed to be boring, distant, and handled by someone else, especially in architecture. In this episode, Enoch and Rion pull back the veil on the quiet myths architects inherit about fees, value, and what their work is really worth. They show how those hidden stories shape firms, projects, and even your sense of freedom as a practice owner.
Starting from a shocking comment Enoch heard at architecture school, the conversation moves through history, Wall Street, and today’s studio culture. You’ll hear how a new way to see money can change the clients you attract, the projects you win, and the role you play at the table.
The offhand remark that froze a studio room—and exposed a deep bias about architects who care about money.
How one simple reframe turns money from “dirty” to a powerful technology of trust in your practice.
Why a common industry tool might be training your best clients to see you as a commodity.
00:00 Intro
02:15 Why Architecture School Destroyed Your Money Mindset
04:42 “You’re Interested in Money?” – The Insult That Changed Everything
07:28 How Henry VIII Created Your Firm’s Money Problems
10:35 The Unhappy Marriage: Art vs. Commerce in Architecture
13:20 Where You Fall on the Commercialization Spectrum
16:05 The Billionaire Restaurant Feeling (And How to Charge for It)
18:47 You Have 100% Power to Set Your Fees
21:15 Why RIBA’s Work Stages Are Killing Your Value
23:38 The £10 Note That Promises Nothing
25:52 Money as Agreement: You Control the Conversation
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