605: The Future of Architecture Part 1: Fees, Salaries, and Positioning with Paul Iddon of Agency PSI

Business of Architecture Podcast

In this fascinating episode, host Rion Willard sits down with Paul Iddon, founder of Agency PSI, to explore the powerful intersection of architecture, marketing, and psychology. With over 22 years in architecture and another 22 in branding, Paul shares how architects can rethink their positioning, fees, and salaries. This conversation offers a fresh perspective on overcoming the challenges architects face and how to unlock greater value in their work.

Paul reveals strategies to help architects stand out in competitive markets, using insights from behavioral economics and marketing psychology. He challenges traditional ideas and offers actionable advice that could change how you approach your business. Whether you’re a sole practitioner or running a firm, this episode delivers wisdom you can’t afford to miss.

• How psychology and storytelling can transform the way architects are valued.
• The surprising key to charging higher fees without losing clients.
• A radical perspective on the future of architectural education and practice.
• The hidden opportunity most architects overlook is to boost their income.

To learn more about Paul, visit his:

Website: https://agencypsi.com/

LinkedIn: https://www.linkedin.com/in/pauliddon/

Book:

https://www.ribabooks.com/blueprints-for-the-soul-why-we-need-emotion-in-architecture_9781915722386

https://www.amazon.co.uk/Blueprints-Soul-need-emotion-architecture/dp/1915722381

► Transcription: https://otter.ai/u/m7DTJUWE1yklkFyfquw5d_Zpt44?utm_source=copy_url

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