Communicating the Value of Design in Architecture

Available on demand 

As architecture professionals, we are trained in the craft of architecture, but never formally taught how to explain our value in the way that clients understand. As a result, there is often misalignment between a client’s expectation of fees and what firms require to produce high-quality work. When value is not captured by a design firm, firms are forced to produce the same level of quality for less compensation.  

Are you being compensated both in recognition and money for the enormous value you bring to the table as an architect? Do your clients clearly recognize your value? Can they articulate it? Can YOU articulate it? Often there is a misalignment between the perception of architects and their clients in terms of value. As a result, it isn’t uncommon for design firms to have their fees questioned and examined by clients, be price-shopped, and compete with other firms on fee alone. This creates a working pressure that decreases the quality of work and creative innovation, not to mention stress and business problems for practitioners.  

In this session, you’ll discover how to apply the findings of 70+ years of research in behavioral economics to maximize the value you capture for your design work. 

By the end of this session, you will learn how to:


Summarize the importance of effectively communicating the value of architectural services to clients


List strategies to align client expectations with the fees required to produce high-quality architectural work


Articulate and demonstrate the unique value architects bring to projects


Apply principles from behavioral economics research to optimize the capture of value for design work


Enoch Sears, AIA 

Founder, Business of Architecture

Enoch Bartlett Sears, AIA, is the founder of Business of Architecture and a well-regarded architectural practice management expert. He's recognized for developing the SMART Practice Method™ for managing a smooth-running architectural practice.   

He’s the author of two books, The Architect's Marketing Field Guide, and Social Media for Architects. He's also host of the #1-rated interview podcast for architects, the Business of Architecture show, where he interviews guests like M. Arthur Gensler, Jr., Thom Mayne and others. Enoch is a frequently invited speaker on the topic of the business of architecture. 



BQE Software develops innovative business management solutions for architecture, engineering, and other professional services firms. Its flagship product, BQE CORE, streamlines project management, time tracking, billing, accounting, and other business processes on a single platform. Every day, over 5,000 customers use BQE CORE to get clear visibility and control over their projects, productivity, and profitability – all in one place. Learn more at