End chaos in your firm—300+ peers use this framework. Free video here: https://www.businessofarchitecture.com/framework
In this episode, Rion Willard sits down with TJ Lyons to explore a side of practice growth that many architects find unclear or uncomfortable. Instead of relying on presentations or personality, TJ shares a more focused way to approach business development—one built on clarity, intent, and better conversations.
They unpack what really happens in client meetings, why so many firms sound the same without realizing it, and how a small shift in approach can change who you attract. The discussion also touches on a deeper issue inside the profession: why selling feels difficult, and how that mindset shapes results.
If you have ever left a meeting unsure what happened, felt stuck competing on fees, or questioned how to reach better clients, this episode offers a fresh perspective worth hearing.
Why the way architects open conversations can quietly shape the outcome
The subtle difference that makes some firms stand out—without saying more
What effective business development feels like when it’s done right
To learn more about TJ, visit his website: http://www.cubedbd.com
00:00 Intro
03:12 Why Architects Who “Just Need to Get in Front of Clients” Keep Losing
07:45 The Men in Black of Architecture: How TJ’s Team Works in the Shadows
12:20 Stop Selling, Start Asking: The Question Framework That Wins Work
17:33 Why Focusing on 50 Clients Beats Chasing Every Developer in the Room
22:10 The RIBA Rule from 1931 That Still Cripples Architects Today
26:45 Why Your Website Looks Identical to Every Other Firm’s (And What to Do)
31:18 The £250K Architect With 4 Staff: Proof the Race to the Bottom Is a Choice
35:02 Why Putting Technical People in Business Development Roles Always Fails
39:27 Don’t Show Your Deck: The First Meeting Rule That Changes Everything
43:15 The Upfront Contract Trick That Eliminates “We’ll Think About It”
47:00 Why Introverts Are Secretly Better at Winning Work Than Extroverts
51:30 Sales Is Like Boxing: Why a One-Day Course Will Always Fail You
55:44 Start With the Developer’s Business Case, Not Your Design Agenda
59:12 How TJ Built His Exact Dream Client List From Scratch (And You Can Too)
1:03:40 Stop Waiting for Referrals: The System That Puts You in Control of Growth
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