#27: Cavin Costello, Principal at The Ranch Mine, joins the show to talk about the bold new strategy he and his wife are championing: designing and building model homes that double as short-term rentals and immersive client experiences. We dive into the risks, logistics, and big opportunities behind their approach and what it could mean for architects who want to break the mold.

PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio

Learn more about The Ranch Mine: https://www.theranchmine.com/

Here’s what you’ll learn in the episode:

→ What problem pushed Cavin to let clients “test-drive” architecture by living in it first?

→ Why The Ranch Mine skipped polished videos and glossy photos to build real homes instead.

→ The truth about how walking through a space beats any online tour – and what clients notice most.

→ When a high-end rental actually pays for itself, and the key factors that make it work.

→ How Cavin de-risked a bold investment, even if not a single client came through the door.

→ The unexpected edge you get when you’re the architect, developer, and client all at once.

→ Why the sales conversation changes when clients already feel like they’re at home.

→ The mindset shift architects need to make bold moves without waiting for permission.

→ Cavin’s no-fluff advice for architects ready to break the rules and build something different.

(04:32) How an Airbnb project opened new doors

(07:19) Why real experiences beat media hype

(11:44) Lessons from an early joint venture

(16:02) Making rentals work financially

(17:09) Letting clients live in the architecture

(22:18) Designing across different climates

(24:51) Breaking limits with diverse projects

(26:42) Why experience matters more than marketing

(32:37) Starting young and taking risks

(36:25) The power of assuming no one knows

(39:37) Thinking like a beginner

(41:08) Choosing adventure over repetition

GROWTHITECT RESOURCES

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#26: Jenn Rittler, Associate Principal at Moody Nolan, provides a deep dive into one of the most overlooked parts of winning work: what happens after the contract is signed. Using the massive, multi-phase Penn State Intramural Building as a case study, Jenn shares how great firms keep earning trust long after the kickoff meeting. From joining projects mid-stream to aligning with clients and managing complex teams, this episode is all about leading with clarity and impact.

PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio

Learn more about Moody Nolan: https://moodynolan.com/

Here’s what you’ll learn in the episode:

→ What unexpected career twist led Jenn to Moody Nolan – and how the firm cultivates a culture that top talent stays for

→ The truth about the Penn State Intramural Building: why this massive project pushed boundaries and delivered beyond expectations.

→ How to walk into a project already in motion – and win over teams, clients, and trust from day one

→ Why the toughest part of a renovation isn’t design: the strategies Jenn used to keep excellence intact through every phase.

→ What never works in client workshops and the surprising shift that turns decision meetings into alignment powerhouses.

→ The secret behind Moody Nolan’s “responsive design” method, and why giving clients options creates faster consensus.

→ How to speak the language of value: translating high-performance, sustainable design into real-world operational wins.

→ When a campus building becomes more than a space – how architecture shapes culture, attracts talent, and fuels well-being.

→ Jenn’s biggest lesson from leading complex, high-stakes projects… and what most architects get wrong with institutional clients.

(05:20) How to step into a project midstream and still lead

(06:21) Adapting your career path in architecture

(10:36) Keeping team continuity during project transitions

(15:28) What responsive design really looks like at Moody Nolan

(18:35) Designing the final phase with a fresh perspective

(21:50) How to manage complex campus construction projects

(26:50) Sustainable design across Big Ten campuses

(29:52) Building for recreation, wellness, and more

(34:42) What makes a campus athletic space truly unique

(36:46) Getting stakeholders on board with student projects

(39:23) Why real client collaboration changes everything

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

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#25: What does it take to win one of the most groundbreaking public school projects in the US? Laura Gwyn, Managing Director at Perkins&Will, joins Tyler Suomala to share how her team secured the first Living Building Certified public school. From building a mission-driven team to delivering a pitch that combined expertise with authenticity, Laura breaks down what it really takes to lead at the highest level.

PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio

Learn more about Perkins&Will: https://perkinswill.com/studio/durham/

Here’s what you’ll learn in the episode:

→ What one public school project reveals about the future of sustainable design

→ The truth about Living Building Certification (and why it makes LEED look like a warm-up act)

→ What never gets said about building a winning project team, but made all the difference here

→ The tiny RFP details that actually win high-stakes, sustainability-first projects (most firms overlook these)

→ When Laura’s team tore up the usual interview playbook, and how that bold move sealed the deal

→ What happened when the team got personal – and why storytelling might be your most powerful tool

→ How to “control the controllables” during an unpredictable RFP process, and stay in the driver’s seat

→ The surprising moment during the kickoff site walk that changed everything

→ The one piece of advice Laura gives every firm leader chasing their next seminal win

(03:08) Designing a nature-based learning environment

(08:20) The legacy of Perkins&Will in education

(10:11) Building the right partnerships to win

(14:53) A cultural approach to architecture

(18:28) What soul-searching revealed about the team

(23:01) Creating a growth hub for firm owners

(26:36) Why in-person engagement still matters

(30:01) Behind the scenes of the project kickoff

(31:17) How the perfect site was selected

(36:55) The strategy behind “controlling the controllables”

(41:23) What it means to embrace seminal moments

(42:31) A fresh take on leadership and gratitude

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

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#24: Marc Spector, founder of Spector Companies, unpacks landing one of the most iconic projects of his career: a commission inside the legendary Seagram Building by Mies van der Rohe. No flashy pitches. No designs. Just pure, relationship-driven strategy. In this conversation, Marc breaks down how trust, intuition, and human connection led his team to win big, proving that sometimes, the most powerful tool in architecture isn’t the drawing board – it’s the people around it.

PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio

Learn more about Spector Companies: https://spectorcompanies.com/

Here’s what you’ll learn in the episode:

→ What never gets shown in a design presentation, but helped Marc win the Seagram Building project before it even began.

→ The unconventional move Marc made before the RFP that built trust and changed everything.

→ Why understanding a client’s culture beats out the best design proposals.

→ The truth about working inside a global architectural icon, and the surprising challenges no one warned them about.

→ What happens when your process becomes the product? Inside Marc’s game-changing “experience strategy workshop.”

→ The quiet system behind Marc’s repeat business and steady referrals.

→ When every firm is talented, how do you stand out? The overlooked edge Spector Companies uses to win high-stakes projects.

→ What Marc really uses to measure success, and why it has nothing to do with awards or headlines.

→ The biggest lesson Marc learned from the Advent International project – and the hard truth architects need to hear before taking on prestige work.

(04:11) Inside Advent International’s bold new project

(09:37) How real estate visionaries think differently

(13:29) What it’s really like to renovate the Seagram Building

(16:13) The clever design move that made a mid-floor layout possible

(20:33) Why Marc built a “growth studio” for firm owners

(23:14) How design and construction teams actually collaborated

(28:02) The key to truly understanding what clients need

(30:53) Planning strategy before the site even exists

(33:35) The power of asking: “What’s the why?”

(35:29) How Marc keeps client relationships strong post-project

(39:27) What 60 years of success looks like from the inside

(41:33) The truth about building a business through relationships

(44:49) How custom design starts with putting the client first

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

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#23: How do the best residential architecture firms win work? Alex Gore of F9 Productions has figured it out. In this episode, he breaks down the real strategies behind standing out in architecture – and reveals how his team landed a dream high-end residential project in Boulder, Colorado.

PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio

Here’s what you’ll learn in the episode:

→ What never fails to make architects instantly more attractive to potential clients?

→ Why showing your true value is more powerful than any portfolio piece

→ When does taking a big risk pay off in architecture, and how do you know?

→ The secret behind how F9 Productions structures proposals for an easy “Yes”

→ The truth about pricing architectural services

→ How to streamline your client acquisition process (without losing your mind)

→ What happens when you remove friction from your onboarding? More than you’d think

→ Why “substance over style” might be the design principle your firm is missing

(03:55) Behind the scenes of a standout project

(08:40) How to attract the right clients and filter the rest

(11:46) What makes a world-class architect?

(15:08) A simple way to show your design process visually

(16:17) Why presenting proposals live builds instant trust

(19:41) How to make your client experience smoother and faster

(24:36) The secret to reassuring clients and building confidence

(28:28) Why handling objections in real-time changes everything

(29:51) The best way to prove you can actually deliver

(33:59) Substance over style: how it really plays out in projects

(37:51) How to win big-budget projects without selling your soul

(39:55) How to charge more by offering something no one else does

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

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ABOUT OUR GUEST

Alex Gore is Partner at F9 Productions where they’ve also created a course for architects. He grew up drawing wars of ants vs. bees, playing backyard baseball, visiting architectural sites, and being obsessed with Frank Lloyd Wright. After graduating from high school, he joined the National Guard as a heavy equipment operator. While enrolled in the Guard, he also attended North Dakota State University to start his formal training in Architecture. He graduated from NDSU with a Master’s Degree in Architecture and a Master’s Degree in Construction Management.

Upon graduating, Alex worked under the world-famous architect, Daniel Libeskind. From there, he teamed up with his best friend from college, Lance, and together they created F9 Productions, Inc.

#22: Partner and Founder at Studio Lyon/Szot reveals how his eight-person firm went head-to-head with global giants – and won. This is the ultimate David vs. Goliath story, packed with raw insights, bold strategies, and the mindset shifts that made it possible. If you’ve ever wondered how a small firm can punch above its weight and land game-changing opportunities, this episode is for you.

PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio

Here’s what you’ll learn in the episode:

→ The counterintuitive strategy Studio Lyon/Szot uses to stand out against industry titans.

→ Why doing it all yourself is a trap, and how Andrew balances hands-on work with smart delegation.

→ The secret to making clients see your value: Andrew’s take on selling architecture without selling.

→ How to stay profitable while delivering a high-touch, personal client experience.

→ The real reason fee negotiations go wrong… and why discussing scope adjustments upfront changes everything.

→ Why being small is a superpower: the unexpected advantage that helps boutique firms land massive projects.

→ The storytelling edge and how Studio Lyon/Szot turns narratives into winning pitches.

(05:38) Swinerton partnership leads to New York opportunities

(09:06) How to solve client problems in unexpected ways

(11:29) The power of collaboration in design problem-solving

(14:07) Why strategic problem-solving gives firms a competitive edge

(16:50) How consistent staffing drives project success

(24:53) Shifting how clients perceive an architect’s value

(27:05) The key to building successful client partnerships

(29:39) Balancing client value without undercutting

(33:46) Managing expectations and adjusting fees effectively

(37:13) Why design fees shouldn’t be tied to project costs

(39:22) The smart way to prioritize client needs in negotiations

(43:44) How a strong, authentic story makes small firms stand out

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

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→ Subscribe on YouTube

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#21: Lissette Callejas, Director of Marketing at Sweet Sparkman, reveals the strategies that propelled her firm to win in the Reimagining Pei International Competition. We break down the secrets behind standout proposal submissions – what works, what doesn’t, and how to position your firm as the obvious choice. Get ready to dive deep into how to elevate your marketing game.

PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio

Here’s what you’ll learn in the episode:

→ What no one tells you about the Reimagining Pei competition… and why it’s more than just another design challenge.


→ How Sweet Sparkman cracked the code to stand out in a sea of submissions, without gimmicks or overpromising.


→ The secret weapon Lissette’s team used to understand client needs, without ever speaking to them directly.


→ Why great storytelling beats great design in public presentations


→ Why entering high-stakes competitions can transform your firm, even without a win.


→ The surprising elements that made Sweet Sparkman’s winning design concept impossible to ignore.

→ The truth about proposal writing: why Lissette shifts the focus from the firm’s achievements to the client’s real needs.


→ Why company culture is the hidden advantage in creating award-winning projects

→ What most firms get wrong about networking: Sweet Sparkman’s strategy for building relationships that lead to future wins.

(01:18) Winning the Reimagining Pei International Competition

(06:31) The first step: Crafting a standout proposal

(07:31) Smart research and experience

(13:17) The power of inclusive storytelling

(16:10) Nailing the client’s vision: Goals and strategy

(18:38) Reimagining spaces: Adaptive reuse in action

(21:42) The immersive pitch

(25:17) When a public vote turns into a frenzy

(29:35) Tailoring solutions for maximum impact

(31:07) The secret to making key points stick

(36:12) The hard truth about long-term growth

(39:09) Why the best work comes from enjoyment

(41:58) Inside a collaboration with Renzo Piano

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

→ Follow on Instagram

→ Subscribe on YouTube

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#20: Alexander Buckeridge of Studio Bucky joins us again to share exciting updates on his firm's global success and discuss his pricing strategies for a major upcoming project. We'll dive deep into how he plans to navigate the complexities of a high-end residential design.

→ How did Alexander secure a big residential project from a former retail client?

→ What are Alexander’s strategies for defining clear deliverables and revision terms in a long-term project?

→ How does he plan to structure his pricing packages to fit different client needs?

→ Why is ‘padding’ important in fixed-fee projects, especially for long-term engagements?

→ What are the key considerations Alexander takes into account when negotiating project fees?

→ How has Alexander's experience with smaller projects influenced his approach to a $5-7 million project?

→ What steps is Alexander taking to ensure his business can grow sustainably while managing this large project?

→ How does the "profit first" system and setting up an S-Corp play into Alexander’s business strategy?

→ What role do content creation and structured planning play in the growth of Studio Bucky?

(04:13) High-end interior design for luxury apartments.

(08:52) Planning construction costs and phasing next year.

(11:28) Clarify understanding before asking for commitment.

(13:57) Offer a fixed fee with added services for clients.

(17:43) Less frequent updates vs. frequent virtual walkthroughs.

(23:39) Subscription models for sustaining commercial clients.

(27:53) How the hourly concept phase can protect the architect's interests.

(31:55) Ensure fair fees and foundational stability to protect yourself.

(35:34) Why Alexander hasn’t started paying himself his salary yet.

GROWTHITECT RESOURCES

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

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

STAY CONNECTED

→ Follow on LinkedIn

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→ Subscribe on YouTube

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