Bryon McCartney, Behance and Building a StoryBrand

Table of Contents

Wisdom for the Modern Architect

by Global Architect

The Newsletter+ for business-oriented architects who want to go further.

Carefully and personally curated by Aitor Arteta.


🕑 5 Minute Read

Welcome to a new episode of the Wisdom for the Modern Architect series, where I share a dose of useful resources with you so you can build a profitable architecture business.

Let’s get started.


📍 Message of the week

It takes a lot of time to create good content.

Do NOT waste time reinventing the wheel, and talking into a void.

Repeat exactly what others have proven to work.


Speaking about messages and stories…


😓 Mistake of the week

For five years, I worked hard, creating lots of content.

Articles, social media posts, videos – you name it, I did it.

But for four of those years, it felt like I was talking to a wall.

Hardly anyone saw my work, and even fewer responded.

I kept asking myself, "Why isn't my content working?"


Every day, it was the same story.

I'd look at my content ignored by the world.

It was more than just a job problem. It started to get to me.

Wondering if I was just not creative enough.

It was tough on my mind, making me doubt everything.


I talked to a content creation expert, a friend of mine.

And he told me that it wasn't about how much I posted.

My problem was the content itself.

It wasn't what my audience needed, and it didn't help my business.

It was a tough lesson, but it changed everything.


This letter is dedicated to all those architects who are creating tons of content, but are not getting the right results.

Because they may be making the same mistakes I made:



If there is anyone who is creating great content, it’s him.


🦸‍♂️ Influencer of the week

Influencers are natural people, like you and me, who make an extraordinary job, and have the ability to inspire and lead with example.

In this episode:


Bryon McCartney is a managing partner and the Chief Creative Strategist at Archmark | Branding & Marketing for Architects

He helps architecture firms use strategic branding, digital marketing, and online networking to increase their visibility, and grow their authority and influence, so they can attract, find and connect with better clients and projects.

Bryon is a featured author, podcast guest, and speaker for AIA, ASLA, Encourage/Build/Grow, EntreArchitect, Inside the Firm, Monograph, and SMPS.

Definitely someone you should have on your radar.


Here are some ways that will help you fix or avoid Misaligned Content.


🛠️ Tool of the week

Digital tools that will make you a more productive architect, producing more using less effort.

The tool I reviewed this week:


Behance is a digital portfolio platform, part of the Adobe family.

It’s a platform for architects to showcase their work, gain exposure, and draw inspiration.

It allows them to expand their creative horizons and connect with a global community.

Try it, use it, and let me know what you think.


📘 Book of the week

Reading books is like sucking other minds that have already been in your place.

Why should you reinvent the wheel when someone else is showing you the way?

The book I recommend you to read:


As an architect, you may struggle to articulate your value proposition and differentiate yourself from competitors.

Building a StoryBrand offers a framework for creating a compelling brand narrative that connects with your target audience and inspires action.

Apply these concepts, and you will create more effective, engaging marketing materials to resonate with your audience.


🎧 Song of the week

️Let's energize your day with a little bit of music.

The song of the week is:


I discovered this song while watching Suits.

A good song for your Saturday reading.

Grab a coffee, go to Song Radio, and enjoy.


💥 Offer of the week

We offer monthly coaching sessions for architects who want to build a successful and profitable business.


There are many things you have to work on: building your audience, creating content, distributing it on social media, sending emails, defining your sales cycle and closing more clients….

It may take you more than a year to get them up and running.

We can accelerate that process, working together.


These are 1:1 sessions, so places are limited.

December is already booked, there are only 3 spots for January.

Obviously our Newsletter+ subscribers have preference.

📅 Get your seat for January consulting here


❓ Quick Question

Let's use this space for something different.

Instead of me asking you something, let’s use this opportunity to ask me something.

What would like to know about me or Global Architect?

If there is a question you are afraid to ask in public, this is your moment.



Reply to this email and I'll answer your question.

Don’t be shy. Go ahead and shoot.



That's all for this week.


🔄 Resume of the week

This week we have learned:

  • the painful mistake that is creating content without value.
  • the truth about why your audience has little interaction with you.
  • who's doing really well
  • tools and resources so you can do better.
  • how to take care of your health while creating content


I hope you had a productive week, gained new connections and sold a lot.

And if not, don't worry, you are learning, one step at a time.

Next week you will do better.

Enjoy the weekend and I'll see you next week.


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⏪ Previously

If you missed any of the previous episodes, don't trip over the same stone twice.

Here they are:


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