Value by design

We’re thrilled to sponsor the AIA WiA Equity Series! Sarah and I enjoyed the "Value by Design" panel and reconnecting with clients and industry friends. Big thanks to Mariam Fallah, Akanksha Sharma, and Rhonda Lowe for organizing!

🎤 The Expert Panelists:

Rena M. Klein FAIA, FAIA, Senior Partner, CVG,

Alec Luong, AIA RID CM, Principal – Architecture @ Project Luong,

Lorie Westrick, AIA, Retired, Former Principal @ RdlR Architects,

Qeturah Williams, AIA, NCARB, NOMA, Principal, Regional Operations Leader @ DLR Group,

Cynthia Harvey-Brown, Director of Marketing & Business Development @ Energy Architecture.

🔑 Key Takeaways:

💡 Path to Sustainable Financial Success in Architecture:

 ✔ Diversification – Firms with a diversified portfolio (projects, people, and market sectors) can sustain long-term success.

 ✔ Invest in People – Continuity in culture and leadership leads to greater financial freedom.

 ✔ Focus on Repeat Clients – Align core values with clients and identify the most profitable sectors.

 ✔ Stay Visible – Maintain a strong presence in the community and government sectors.

👥 Building & Retaining a Diverse Workforce:

 ✔ Find talent where you can – Seek out teachable, passionate individuals.

 ✔ Diversity adds value – Firms with international and gender-diverse teams bring richer cultural perspectives that impact design and business success.

 ✔ People design for people – A diverse team allows firms to connect better with the communities they serve.

📈 Business Development & Marketing:

 ✔ BD is everyone’s job – Represent the firm at all levels and always ask, “What else can I do for you?”

 ✔ Differentiate your firm – Build a strong brand and personal identity from the start.

 ✔ Architecture is about community – Firms centered on service and impact naturally attract the right clients.

💰 Positioning for Financial Success:

 ✔ Understand the business of design – Learn what factors influence financial growth.

 ✔ Fill the gaps – Demonstrate value to the firm by identifying needs and stepping up.

 ✔ Rethink the business model – Adjust fee structures based on value proposition to ensure industry-wide prosperity.

 ✔ Advocate for architects – AIA can play a key role in helping architects engage with the public sector.

A highlight was discussing how firms can hedge against brain drain—paid internships, and early talent identification is critical to ensuring the next generation of architects thrives.