Follow up with Guerilla Tactics Steerco


The conversation with the Guerrilla Tactics Steering Committee covered various themes related to the challenges and opportunities in the architecture industry. The chapters include an introduction and reflection on Guerrilla Tactics event in London in November, the progression of architects as entrepreneurs, the impact of remote work on studio dynamics, the power of simplifying presentations, the importance of discussing money openly, the challenge of making profit in architecture, the lack of business education in architecture, the difficulty of balancing design and business, exploring new fee structures and value generation, managing expectations and timescales, the cult of design and emotional attachment, balancing service and design in architecture, valuing business skills in architecture, the importance of listening and storytelling, differentiating architectural practices, and reflecting on the year and looking forward.

The conversation covers various topics related to the construction industry and the business side of architecture. It emphasizes the importance of storytelling, creating a healthy and profitable environment, and the need for business education in architecture. The participants also discuss the positive energy and engagement in the industry and the importance of improving education and sharing knowledge.


  • Architects need to balance their design skills with business acumen to be successful.
  • Openly discussing money and profit is important in the architecture industry.
  • Architects should focus on the value they bring to clients and the outcomes they help achieve.
  • The process and approach to a project can be just as important as the final design.
  • Architects should consider new fee structures and ways to generate value in their services.
  • Managing expectations and timescales is crucial in maintaining client satisfaction.
  • Architects should be aware of the emotional attachment they have to their projects and set boundaries.
  • Listening and storytelling are essential skills for architects to effectively communicate with clients.
  • Architectural practices should differentiate themselves by showcasing their unique approach and value.
  • Reflecting on the year and looking forward can help architects identify areas for improvement and growth. Construction projects are a journey that requires collaboration and positive energy.
  • Storytelling is a valuable tool in architecture to communicate the process and outcomes of a project.
  • Getting the business side right is crucial for the success of a design firm.
  • Creating a healthy and profitable environment is essential for sustainable growth.
  • There is a need for better business education in architecture to equip professionals with strategic thinking and management skills.
  • Sharing knowledge and improving education can benefit the entire industry.