Uploaded August 2026 | Updated September 2026, 2 weeks ago
End chaos in your firm—300+ peers use this framework. Free video here: businessofarchitecture.com/framework
In this live talk at Westminster University, Rion Willard shares a sharp, practical look at one issue many architects feel but rarely name: why good work does not always lead to a healthy business. He speaks from direct experience, moving from practice into advising firms, and he challenges some deeply held beliefs about fees, value, and the role of money in architecture.
But this episode is not just about charging more. It is about a bigger shift in how architects think, speak, and act when business decisions carry real weight. Rion points to a few hidden patterns that quietly shape results, and he shows why some common habits may be costing firms far more than they realize.
If you have ever felt tension around pricing, growth, or client expectations, this conversation will give you plenty to think about—and a new lens for what may be possible.
The quiet belief that may be hurting your fees more than the market
Why one common way of billing can create far more stress than most architects realize
The subtle shift that can change how clients see your value before numbers even come up
Add this resource: businessofarchitecture.com/smart-practice-project-fee-budget-calculator
00:00 Intro
02:14 Why I Made Less Money After Leaving Grimshaw & RSHP
06:30 The £25,000 Reality Check for Solo Architects
10:45 The Employee Who Called Me Furious About His Pay
15:20 Why Your Team Doesn't Understand Your Fixed Fees
19:50 The "Cult of Design" That's Bankrupting Architects
24:15 Stop Using Discounts as Your Only Negotiation Tool
29:00 Why Undercharging Attracts All the Wrong Clients
33:40 The RSHP Profit-Sharing Model That Changed My Mind
38:10 Rich Dad Poor Dad: The Book That Rewired My Money Mindset
43:25 Employee, Self-Employed, Owner, Investor: Which Are You?
49:00 The Developer Deal That Paid Her 2.5X Her Normal Fee
55:30 Why I Tell Clients to Share Salaries With Their Team
1:01:15 The Cold-Calling Script That Actually Wins Projects
1:07:40 From Salesperson to Celebrity: The Fee Positioning Pyramid
1:14:20 What Michael Jackson and Pepsi Teach Us About Fees
1:20:05 The 3X Rule That Sets Your Hourly Rate Instantly
1:25:00 The 200 Club: Are You a High-Performing Firm?
End chaos in your firm—300+ peers use this framework. Free video here: businessofarchitecture.com/framework
In this live talk at Westminster University, Rion Willard shares a sharp, practical look at one issue many architects feel but rarely name: why good work does not always lead to a healthy business. He speaks from direct experience, moving from practice into advising firms, and he challenges some deeply held beliefs about fees, value, and the role of money in architecture.
But this episode is not just about charging more. It is about a bigger shift in how architects think, speak, and act when business decisions carry real weight. Rion points to a few hidden patterns that quietly shape results, and he shows why some common habits may be costing firms far more than they realize.
If you have ever felt tension around pricing, growth, or client expectations, this conversation will give you plenty to think about—and a new lens for what may be possible.
The quiet belief that may be hurting your fees more than the market
Why one common way of billing can create far more stress than most architects realize
The subtle shift that can change how clients see your value before numbers even come up
Add this resource: businessofarchitecture.com/smart-practice-project-fee-budget-calculator
00:00 Intro
02:14 Why I Made Less Money After Leaving Grimshaw & RSHP
06:30 The £25,000 Reality Check for Solo Architects
10:45 The Employee Who Called Me Furious About His Pay
15:20 Why Your Team Doesn't Understand Your Fixed Fees
19:50 The "Cult of Design" That's Bankrupting Architects
24:15 Stop Using Discounts as Your Only Negotiation Tool
29:00 Why Undercharging Attracts All the Wrong Clients
33:40 The RSHP Profit-Sharing Model That Changed My Mind
38:10 Rich Dad Poor Dad: The Book That Rewired My Money Mindset
43:25 Employee, Self-Employed, Owner, Investor: Which Are You?
49:00 The Developer Deal That Paid Her 2.5X Her Normal Fee
55:30 Why I Tell Clients to Share Salaries With Their Team
1:01:15 The Cold-Calling Script That Actually Wins Projects
1:07:40 From Salesperson to Celebrity: The Fee Positioning Pyramid
1:14:20 What Michael Jackson and Pepsi Teach Us About Fees
1:20:05 The 3X Rule That Sets Your Hourly Rate Instantly
1:25:00 The 200 Club: Are You a High-Performing Firm?
