How Can Architects Ditch the 'Starving Artist' Mentality and Design a More Profitable Future?

To kick off Season 12 of Practice Disrupted, Evelyn Lee returns from her term as AIA President with a special episode, turning the tables to be interviewed by Tyler Suomala, founder of Growthitect. In this candid conversation, they reflect on Evelyn's year of travel and leadership, discussing the often unseen advocacy work of the AIA and the disconnect between national efforts and local members' perceptions.

Evelyn and Tyler examine the core challenges facing the architecture profession, particularly the limitations of the traditional fee-for-service business model. They argue that the industry's "starving artist" mentality and reliance on slim margins are hindering innovation and the ability to offer competitive benefits such as parental leave. The discussion explores practical ways architects can capture more value, from rethinking "pre-design" and "post-occupancy" services to exploring subscription models for long-term building maintenance.

"You don't build your business first and then your life second. You have to build a business around the life that you want." - Tyler Suomala

Both leaders emphasize that transformation starts at the individual level. They challenge listeners to stop waiting for permission or industry-wide change and instead take ownership of their careers by raising fees, embracing new skills like sales and marketing, and carving out dedicated time for strategic thinking. Whether you are a firm owner or an emerging professional, this episode offers a roadmap for building a more sustainable, profitable, and human-centric practice.

Tyler Suomala is the founder of Growthitect, where he helps architects and designers master sales, marketing, and business development. After starting his own design studio early in his career and realizing the gaps in his business knowledge, Tyler pivoted to learn these essential skills in other industries. He is now dedicated to bringing those lessons back to the architecture profession, helping firm owners escape the "feast or famine" cycle and build thriving businesses.

This episode is for you if:

✅ You are frustrated by the "starving artist" narrative in architecture and want to build a more profitable business.

✅ You are curious about alternative business models, such as subscription services or productizing your expertise.

✅ You want to understand the value of national advocacy and professional organizations like the AIA.

✅ You are looking for strategies to balance design excellence with business operations and personal well-being.

✅ You are ready to stop waiting for the industry to change and start making moves in your own career today.

What have you done to take action lately? Share your reflections with us on social and join the conversation.

1. Connect with Tyler on LinkedIn
2. Follow with Tyler on Instagram
3. Learn more about Growthitect

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How can technology, innovation, and sustainable practices transform the architecture, engineering, and construction industry?

On this episode of Practice Disrupted, I chat with Dave Lemont, the past CEO of Revit and the Executive Chairman of Acelab with over 30 years of experience in high-tech startup companies. In our conversation, Dave shares his invaluable insights on scaling software companies, revolutionizing the architecture industry, and the massive potential in the future of digital tools.

First, Dave discusses how his passion for photography and architecture influenced his career path. He also highlights how his entrepreneurial mindset and desire to innovate the industry immensely helped him grow and lead his companies. Dave's expertise lies in identifying product-market fit and creating solutions that address broader market needs rather than niche segments.

As the executive chairman of Acelab, Dave is dedicated to revolutionizing material management in the AEC space, allowing architects to access sustainable building materials efficiently. He touches on the potential of these digital tools in architecture and explains why architects need to be engaged in the evolution of AI.

Architecture is an opportunity to do something for people in the world. Not all the software that I've managed or sold in my life had that potential impact. How this room feels affects me all day. Where you go to school, the efficiency of that building, and how our museums look or how we feel when we walk in – all of those things affect our lives. It's a privilege to be involved in technology that can make that more efficient. - Dave Lemont

To wrap up the episode, Dave shares his recommendations on building your pipeline and adjusting workflow to keep your business afloat amidst the ever-changing and often confusing landscape architects operate within. Dave also shares his perspective on bridging the gap between traditional architectural practices and digital innovation while advising young architects to use a grassroots approach to incorporate new technology into their companies.

Tune in next week for an episode about using people analytics to improve employee engagement.

Guest:

David Lemont

David Lemont is an accomplished business leader, go-to-market strategist, and advisor with over 30 years of experience in high-tech startup companies. David has extensive experience in SaaS business applications with keen expertise in construction tech. Helped five companies to successful exits to high-tech leaders such as Autodesk, Trimble, HP, Oracle, etc.

He is best known for his role as CEO of Revit; the predominant way buildings are designed in 3D today. Dave is currently the Executive Chairman of Acelab.

📍 Show Links:

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What would an equitable future for LGBTQIA+ people look like? What’s the role of architecture in designing an equitable future?

Expanding our equity, diversity, and inclusion series, episode 117 explores the perspectives of LGBTQIA+ architects and designers working to create a more equitable future for all. One of the earliest episodes in this series, “Voices from the Future of the Profession,” episode 016, was recorded in 2020. Since that recording date, a number of anti-LGBTQIA+ bills and legislation have been passed across the United States - risking protections against discrimination on the basis of sexual orientation and gender identity. As architects and designers, we believe there is much more we can do to create safe and inclusive policies and spaces in the built environment and within our communities. We’ve invited leaders to share their stories and discuss what matters most in this moment of change.

Guest Moderator:

Dedicated to advancing equity, diversity, inclusion, and visibility of LGBTQIA+ architects, architecture adjacent, and design professionals, Sarah Nelson-Woynicz, AIA, is the Founder of Pride by Design. As a Project Architect with HKS, Inc in Atlanta, Georgia, Sarah’s professional practice focuses on commercial, mixed-use, and multi-family markets, while also amplifying and engaging in HKS’ justice, equity, diversity, and inclusion work. Sarah has served on the AIA Atlanta Board of Directors and currently serves at the AIA Young Architects Forum Advisory Committee, Community Director.

Guests:

Rajas Karnik is a Project Architect with over 20 years of varied project experience in urban design, transportation, commercial and residential buildings.

Raj grew up in India, where he was surrounded by a family of artists. As a child, he spent many days in his father's architecture office and felt it was his destiny to follow in his footsteps. He attended the Academy of Architecture in Mumbai, his father's alma mater, before moving to the United States to pursue his Master of Architecture at Texas A&M University. Raj believes a strong team drives a successful project. It's a combination of personality and communication, but mostly it's about respect. Architecture is one of the few professions where you are literally learning new every day—from different building parameters, to changing client needs and goals, and new consultant teams. He feels that you have to form personal relationships and learn from everyone, so treating everyone equally and with respect is most important.

Rajas is also the co-founder and Past President of Build Out Alliance, a non-profit organization that promotes and advocates for the LGBTQ+ community within the building design and construction industry. Through this group he helps create visibility for Out LGBTQ professionals and create a safe environment for them to celebrate who they are.

Beau Frail is a poet, artist, and architect. Beau is passionate about community-engaged design and advancing equity and justice, including within the LGBTQIA+ community. Beau has served on the Texas Society of Architects (TxA) Board of Directors, where he helped launch the EDI Committee, and on the AIA National Associates Committee. He helped start LGBTQIA+ Alliances at AIA Austin and AIA New York. Beau was honored with the 2020 TxA Presidential Citation and the 2018 AIA Austin Honor Award for Community Service. Beau was selected as a Next City Vanguard, an AIA Design Justice Fellow, and an Association for Community...