As Built

Wanting to break into a new building type or market sector is exciting, but it comes with a real challenge: how do you win work you or your firm has never done before? In this episode of As Built, Patience and Brian tackle one of the most common growth obstacles for architecture and construction firms, and lay out a practical roadmap for making the transition.   We explain how to:   Identify transferable skills and processes from your existing portfolio Use photo and video storytelling Quietly expand into a new sector without alarming your current clients or signaling inexperience to prospects   If you're feeling like you're stuck in a cycle of "wanting to do it but haven't done it to prove you can do it," this episode is for you. Subscribe to As Built so you never miss an episode.

Project sheets might not get your blood racing, but they can make or break your next RFP response. In this episode of As Built, co-hosts Patience Jones and Brian Jones dig into what it actually takes to upgrade your project sheets from a static archive into a strategic tool that wins commissions.   Episode Highlights: The two core purposes every project sheet must serve Why a "kitchen sink"  version is the right starting point for tailoring submissions to specific RFPs How storytelling, context-driven photography, and linking to dedicated project pages online can help your firm stand out from the competition.    Patience and Brian also tackle why listing your project partners is a sign of strength, not a liability, and how to think about QR codes and hyperlinks that extend your document beyond the printed page.   If you want to stop scrambling every time an RFP lands and start submitting materials that actually communicate your value, this episode is for you. Subscribe to As Built so you never miss an episode.

In this episode of As Built, co-hosts Patience Jones and Brian Jones tackle the most frequently asked marketing questions they hear from professionals across all industries and leadership levels, no live audience required.   They cover which social media platforms your firm actually needs to be on (and why cross-posting the same content everywhere is a waste of time), whether social media is truly non-negotiable for firm growth, and the real reasons your award-worthy project might not be getting published. They also dig into the "easy button" question every firm asks: what's the single most impactful thing you can do for marketing when time is limited? Whether you're just getting started or refining an existing strategy, this episode offers honest, practical guidance rooted in years of experience working with architecture and design firms. Subscribe to As Built wherever you listen to podcasts so you never miss an episode.

We're almost two months into 2026, and most likely you are in the majority of people who feel like they're not as far along on their goals as they envisioned they would be. Don't beat yourself up! Listen to this episode and learn how to objectively determine how successful you've been, what to do to get back in gear, and when to abandon what now longer sounds like a good idea. Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/  • https://www.linkedin.com/in/patiencejones

Resilience might be the thing your firm needs most right now: the ability to withstand hardship and to come back. Resilience is not never having a bad day. Resilience is not never being upset or never disappointed or never sad. What is resilience? Why does being resilient matter? How can you become more resilient? Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/  • https://www.linkedin.com/in/patiencejones

Competitions can be a very big part of an architect's professional life. Are they the right thing for your firm? How do you know? What can you expect to get out of entering, and more importantly, what will you need to put in to achieve that goal? In this episode, we unpack how to know if the competition approach is right for your firm. Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/  • https://www.linkedin.com/in/patiencejones

Instructions getting missed? Announcements being misunderstood or ignored? It's likely not what you're saying, but how you're communicating it. Each generation expects to receive information in their preferred formats, so how do you reach everyone? Spend 10 minutes listening to this episode and find out. Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/  • https://www.linkedin.com/in/patiencejones    

Acquisitions can cause a lot of panic, uncertainty, and confusion. They never go smoothly, so what we talk about in this episode are things to keep in mind so that it goes more smoothly. From how and what to communicate to how to be a good team player, this episode will help both acquirers and acquirees. Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/ 

The architect stereotype of a bespectacled, tote bag-carrying curmudgeon makes for great insider jokes, but that can seep into how prospective clients think about both your firm and the profession. In this episode, we unpack the architect stereotype, what's really behind it, and how to be aware of it so you can use it to your advantage. Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/ 

There's currently no universally accepted definition of terms like "green" and "eco-friendly." This can lead to misunderstandings and project issues when clients interpret those terms to mean something that you don't. In this episode, we explain how to convey sustainability features in a way everyone can understand and why that trust is vital to your firm's success. Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/     

We're nearing what feels like perpetual award season. How can your architecture firm make the most of award opportunities? How do you know which ones to enter, and how do you maximize your chances of winning one? Most importantly, how do you keep award submissions from hijacking the rest of your firm's work? In this episode, we walk you through what you need to know.   Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/ 

More and more people are using AI to search for things. Does this mean "traditional," web-based search engine optimization is dead? In this episode, we explain why SEO is still important and the new functions it serves.   Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/ 

Visual content can be a headache for architecture firms and building materials. A lot of effort goes into one or a couple of "signature" images that can become stale quickly. While firms have a lot of work, they don't always have the variety and depth of visual content to "prove" it. Based on our knowledge of the needs firms have and the best ways to portray their work, we've developed a process by which firms are able to have exponentially more ways to showcase their work, with no extra effort from the firm and no AI. We call it Dynamist. Listen for more details. Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/  • https://www.linkedin.com/in/patiencejones/                 

We are very pleased to welcome back Marion Weiss, FAIA, and Michael Manfredi, FAIA, Partners and Cofounders of WEISS/MANFREDI Architecture/Landscape/Urbanism. When we last spoke, WEISS/MANFREDI was a finalist for the Nelson-Atkins Museum of Art Expansion Competition. Since then, they won the competition and published a book: Drifting Symmetries: Projects, Provocations, and Other Enduring Models. In this episode, we talk with Marion and Michael about their unique approach to the practice of architecture, the reason they decided to highlight the work of other architects in their book, and why they continue to teach.   Episode Resources: Connect with Marion Weiss, FAIA https://www.weissmanfredi.com/studio/people/94-marion-weiss Connect with Michael Manfredi, FAIA https://www.weissmanfredi.com/studio/people/92-michael-manfredi Read the Book https://www.weissmanfredi.com/research/3932-drifting-symmetries-projects-provocations-and-other-enduring-models Connect with Brian Jones and Patience Jones https://graphicmachine.com/   https://www.linkedin.com/company/graphicmachine/  https://www.linkedin.com/in/brian-jones-graphicmachine/ https://www.linkedin.com/in/patiencejones/ 

If you inwardly groan whenever social media is mentioned, this is the episode for you. We discuss how architects can use social media to grow their practices without being gross or becoming consumed by who liked what. Social media might not be your most favorite thing, but we'll show you how it doesn't have to be punishing.   Episode Resources Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/  • https://www.linkedin.com/in/patiencejones/   

There are anywhere from two to four generations of people currently working for your client prospects. To have the best chance of winning projects, you need to be able to market effectively to each generation. What does each generation look for, and how can you deliver that information so it resonates with them?   Episode Resources   Connect with Brian Jones and Patience Jones: • https://www.graphicmachine.com/  • https://www.linkedin.com/company/graphicmachine/  • https://www.linkedin.com/in/brian-jones-graphicmachine/  • https://www.linkedin.com/in/patiencejones/       

Do you want more control over your career? Whether you're looking to climb your firm's leadership ladder, bring in new clients, or shift your career focus, people need to understand who you are. That's where personal branding comes in. In this episode, we talk about what personal branding is – and isn't - and how to get started.   Episode Resources: Profile Elevation: Personal branding for architects Material Growth: Personal branding for building materials Focused Acceleration: Personal branding for construction Connect with Brian Jones and Patience Jones https://www.graphicmachine.com/ https://www.linkedin.com/company/graphicmachine/ https://www.linkedin.com/in/brian-jones-graphicmachine/ https://www.linkedin.com/in/patiencejones/

Kay Sargent, FASID, FIIDA, CID, LEED® AP, MCR.w, WELL AP, is a Principal at HOK and the firm's Director of Thought Leadership, Interiors. She has recently published her first book, Designing Neuroinclusive Workplaces: Advancing Sensory Processing and Cognitive Well-Being in the Built Environment, based on her extensive research and firsthand experience designing interior spaces. In this episode, Kay explains how her passion for the work led to the writing of a book and how she balanced that with her role as a firm leader. She also explains the approach behind neuroinclusive design and how to begin to optimize workplace environments.   Episode Resources:   Connect with Kay Sargent, FASID, FIIDA https://www.linkedin.com/in/kay-sargent-53b2431/ https://www.hok.com/people/leadership/view/kay-sargent/ Read the Book https://www.inclusiveworkplace.design/  Connect with Brian Jones and Patience Jones https://graphicmachine.com/   https://www.linkedin.com/company/graphicmachine/  https://www.linkedin.com/in/brian-jones-graphicmachine/ https://www.linkedin.com/in/patiencejones/ 

If the only contact a person ever had with the outside world was in browsing the internet, SEO (search engine optimization) would be enough. You could optimize your site and know that the right people would find you. But – hopefully – that isn't the only way people gather information. Social media, reviews, blogs, conferences, in-person meetings: they are all opportunities for prospective clients to find your firm.  That's where discoverability comes in. How discoverable your firm is will directly impact its growth.  Listen now to find out how to make your firm more discoverable.    Episode Resources: Connect with Brian Jones and Patience Jones https://graphicmachine.com/  https://www.linkedin.com/company/graphicmachine/    https://www.linkedin.com/in/brian-jones-graphicmachine/  https://www.linkedin.com/in/patiencejones/  

While the world of AI is still relatively new, it's spreading rapidly. From a quick search on ChatGPT to a batch of renderings generated with Adobe Firefly, people are already using AI in big and small ways. That's why it's more important than ever for your company to adopt an AI policy, even if that policy is simply "no AI." A clear, simple policy can protect your team, your clients, and your reputation.   Tune in now to learn why having an AI policy isn't optional anymore.    Episode Resources: Connect with Brian Jones and Patience Jones https://graphicmachine.com/  https://www.linkedin.com/company/graphicmachine/    https://www.linkedin.com/in/brian-jones-graphicmachine/  https://www.linkedin.com/in/patiencejones/