#33: Architects often ask the wrong question:

“How do I attract clients who actually value design?”

In this episode, I sit down with Evelyn Lee, Founder of Practice of Architecture, to unpack why that question is flawed and what architects should be asking instead. We dive into how clients really make decisions, why design alone isn’t the deciding factor, and how to position your firm to win the work you want.

Evelyn shares her unique perspective from both sides of the table: as a licensed architect and as a client at Slack and Salesforce, where she wrote RFPs and selected design teams. Together, we break down what firms get wrong in interviews, how to reframe conversations with potential clients, and why emotional connection matters just as much as design credentials.

Learn more about Practice of Architecture: https://practiceofarchitecture.com/
Connect with Evelyn on LinkedIn: https://www.linkedin.com/in/evelynlee/
Work with Tyler: Send the word “Grow” to [email protected]

⸻

What You’ll Learn:

(01:10) Why “attracting clients who value design” is the wrong question
(03:45) Evelyn’s path from architect to client-side decision-maker
(05:21) How clients really evaluate architects (and what they prioritize over design)
(07:26) The hidden value architects deliver beyond aesthetics
(09:43) Why design quality often takes a back seat to outcomes and efficiency
(13:13) The common mistake architects make in interviews
(15:11) How language reveals whether you’re truly client-focused
(18:11) The simple research step that changes everything in client meetings
(20:31) Tools you can use to better understand potential clients (LinkedIn, Pinterest, social media)
(24:11) Why interviews should feel like conversations—not sales pitches
(26:20) How emotional connection drives B2B and residential client decisions
(27:30) Why passing the “design filter” isn’t enough
(30:19) How to know if you’re attracting the right clients
(31:45) Aligning your outreach with the clients and projects you want most
(34:34) Reframing the question: from “design value” to “client outcomes”
(35:59) Where to learn more from Evelyn

⸻

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/

→ Follow on Instagram: https://www.instagram.com/growthitect_com

→ Subscribe on YouTube: https://www.youtube.com/@growthitect