Architects finding their point of difference

In a crowded marketplace why would potential clients come to you instead of the architects next door?

It’s fair to say many architects struggle with the question above and about what their particular point of difference is. It’s a difficult question to answer in a meaningful way. Often the focus is on the practice: award winning, experts, portfolio, and so on. When the focus should be on their clients and what they value. This is key in finding their point of difference.

Instead of asking yourself…

What is our practice’s point of difference? and, What do our clients value?

Ask your clients…
(Note: only ask the types of clients you want more of)

What did you value about our services?
What did we do that you thought was exceptional?
What did we do that was unexpected and appreciated?
Describe the skills or services that you thought were uniquely [name of your practice]?

By asking your clients these types of questions you might discover aspects of your services you thought perhaps unremarkable or unexceptional, yet highly valued. You might also discover things you didn’t know or hadn’t identified about your practice.

The best way to see yourself and your strengths is often through other people’s eyes.

By asking these questions, you’re better placed to talk about your point of difference in a way that is meaningful to your current and future clients.


Picture by Skylar Kang on Pexels [cropped & edited]

Hi! I’m Michael

I’m an architect and coach. I help architects rethink their practice and support them as they uncover better ways to work. I’ve worked in architecture for over 25 years, and I ran my own practice for 14 years. I understand architectural practice from the inside out. Fun Fact: my NSW architect’s registration is #10 007 and I have a license to skill.

I believe improving practice takes asking hard questions and deep listening.

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