221: Reclaiming Value: Transforming the Business of Architecture with Tyler Suomala
Thu Feb 05 2026
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.
Guest: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.
Is This Episode for You?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.
📍 Show Links:Connect with Tyler on LinkedInFollow with Tyler on InstagramLearn more about Growthitect
📍 Follow Practice Disrupted on Social:
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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. Guest: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. Is This Episode for You?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. 📍 Show Links:Connect with Tyler on LinkedInFollow with Tyler on InstagramLearn more about Growthitect 📍 Follow Practice Disrupted on Social: Facebook | a...