The Business of Architecture Podcast: How Two Architects Built a Media Empire, with Rion Willard
For architects, the passion for design and creating often attracts people to the profession. But many don’t realize just how much business acumen is needed to run a successful practice. All the creative talent in the world doesn’t guarantee profits, clients, and smooth firm operations. After all, the first job of an architect is to win the client. Without the client, there is no design.
Rion Willard recognized this challenge early on. Although his skills and education were in architecture, he was fascinated by the business side of the profession. How could firm owners transform their passion into sustainable, thriving practices?
To explore this question, Rion started interviewing successful practice owners at the direction of a business mentor. “One of my assignments was to go and talk to other architects about how they were running a business to benefit my own architectural practice,” said Rion. “I figured it was a good idea to record these conversations.”
Little did Rion know, recording those conversations would lead to a complete transformation of his career. Listen to my full conversation with Rion on this episode of Podcasting in Professional Services:
From Guest to Co-Host of the Business of Architecture
At first, Rion’s interest was to understand and apply insights from these interviews to his own practice, TTHS Architects, but he realized these conversations would also make for good podcast content. Next, he reached out to Enoch Sears to inquire if he could publish the interviews through his existing podcast, the Business of Architecture.
“I'd listened to a few of his episodes,” said Rion. “I contacted him on LinkedIn and said, ‘Hey, I'm an architect in the UK. I'm going to be interviewing all these architects about how they're running the business. Can I publish them on your platform?’”
Enoch welcomed the idea, and teased it when Rion appeared first as a guest in episode 128 in 2015. The show was gaining momentum. With the influx of Rion as a co-host, the Business of Architecture was able to generate content more consistently.
Persistence became key during the early days. Rion and Enoch focused on releasing weekly episodes, no matter how small the initial audience. Over time, these efforts compounded and their production workflow improved.
“The number one reason why we've had any success whatsoever has just been pure consistency with it. With this one thing, the podcast has been the central consistent factor. And we've just done it again and again and again. Between us, I think we've probably done in the realm of maybe 800 interviews, I reckon something like that. It's quite a lot. And then there's lots of other videos as well that are there that we've produced.”
Today, the Business of Architecture podcast has over 500 episodes and continues releasing weekly. Rion and Enoch have built an efficient team to handle operations. The podcast has expanded into a broader education platform, with an online program, conference, and 1-on-1 consulting.
Making Business Sexy for Architects, One Episode at a Time
Perhaps even more important than their consistency in publishing weekly episodes was the fact that the content resonated with architects. Rion believes the podcast has made a meaningful impact on the industry as a whole.
“Enoch and I, we've often said one of our missions is really to make business sexy for architects. And at the heart of it, if you want to be doing good design and running a successful business and be fulfilled with it, you've got to be skillful in the business aspects of it. Otherwise it's just too difficult.”
With a focus on this mission, Rion and Enoch built a media empire that made business sexy for architects. One episode at a time.
“I'm very proud of what Enoch and I have accomplished with the podcast. It's become an industry staple,” Rion said. “I'm amazed at how it's found itself into the ears of all these people around the world and how many people contact us about it and acknowledge us and say great things.”
Not only have Rion and Enoch made an impact on practicing architects, but the podcast is popular among the next generation of architects, too. “We get students, which I think is so encouraging, who are always contacting us. They've got ideas and plans and hopes and dreams of being developers or setting up their own practice.”
Shifting from Architect to Business Coach
Deep down, Rion never felt completely comfortable as an architect. He is more of a people person who tried to apply himself to the detail-oriented profession. “The idea of sitting with CAD or drawing anything just fills me with a sense of dread. And it always did,” said Rion. “When I first set up my own practice, one of the first things I did was hire a business mentor. And I didn't quite know this at the time, but I was really trying to figure a way out of architecture.”
After gaining confidence doing hundreds of podcast interviews, Rion made the shift fully into consulting, applying his knowledge to help firms directly. Today, Enoch and Rion have multiple revenue streams by offering solutions tailored to architecture professionals’ needs.
“I love it when [listeners] become clients and they're like, well, we've been listening to the podcast for the last six, seven years and I've implemented X, Y and Z, and this is how we've got the money to be able to afford your services,” said Rion. “And there's already a kind of really solid foundational relationship that's been put into place without us ever having to actually be there.”
Not only does the podcast generate leads for each host’s consulting practice, but the podcast has created revenue streams from speaking engagements, too. “It's led both Enoch and myself to be public speakers. And we talk a lot on the subject, whether it be at universities, at the RIBA in the UK or the AIA in the U.S.”
Take Your Firm to New Heights with a Podcast
Rion’s story demonstrates how both sharing and curating niche expertise can create real value for your community. Passion alone isn’t enough to sustain a business long-term. But persistently solving your industry’s problems through your unique skills? That creates opportunities for impact and success.
Red Cedar helps professional services firms achieve podcast-led growth. Use a business podcast to fuel your marketing, sales, research, and even human resources functions. Learn more about our business podcast production and podcast marketing services, or simply reach out to learn more.
