You Can’t Grow Your Business With Broke Customers

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Untold Truths About Being an Architect

by Global Architect

A newsletter for business-oriented architects to feed their curious minds.

Carefully and personally curated by Aitor Arteta.


🕑 3 Minute Read

Welcome to a new episode of the Untold Truths About Being an Architect series, where you will learn things that they don’t teach you in architecture schools.

Let’s get down to business.


💎 Business of the week

Architecture is big business, and it’s on track to becoming even bigger in the coming years.

A lot of companies are emerging to make life easier for AEC professionals by improving job site safety, streamlining project communication, opening up job access, and more.

Keep an eye on the companies that will disrupt the industry.

This most valuable business of the week is:


As an architecture tech startup, WoHo creates “components” that can be pieced together to construct a building.

Their tech allows architects and real estate builders to work on small to large-scale projects.

WoHo systems manage everything from materials and manufacturing to assembly.

They recently got a $4.5 million seed funding led by The Engine, a venture capital firm that invests in early-stage Touch Tech companies.

I hope you learn something useful from them.


Today I’ll show you that building a successful architecture firm is not as easy as it’s made out to be, and some of the untold truths that surround our industry.


🤫 Truth of the week

I remember one of my first clients.

I had carefully calculated the costs and told them the project would be $10,000.

They hesitated and then asked if I could do it for $5,000.

Eager to please and get the job, I agreed. What a mistake that was.

The project turned into a nightmare.

The client, having stretched their budget, was overly involved and anxious about every detail.

They questioned my decisions, and constantly asked for changes, and the stress was palpable.

It was a learning experience I wouldn’t forget.


This is what they don’t teach you in architecture school:


The Definitive Master in Business for Architecture


Related to this truth, there are some insightful posts that you might find interesting.


📝 Posts of the week

Top-notch architects are always learning.

These publications give you direct access to my experiences, where I share my views.

Much like having a mentor to guide you through today’s complex challenges.

The best posts of the week are:


Use these posts to find new relationships, engage with other people and learn new things.


❤️ Healthy of the week

Your health is the most important thing you need to take care of.

Above anything else. Including your architectural career. It’s not worth it.

Here is the highlight of the week:


I thought hard work was the key to success.

But all it did was wear me out.

I was stressed, couldn’t sleep, and even my work quality started to dip.

Then it hit me. I had to start taking better care of myself.


This is all for today. Short and simple.

I hope it has served to inspire you.

Or at least to have picked up a couple of business ideas.

In any case, I wish you a productive and exciting week,



🔐 Coming Soon on Newsletter+

This Saturday we will talk about the best of the week:

  • 🦸‍♂️ Influencer*: Débora Mesa
  • 🛠 Tool*: Answer The Public
  • 📘 Book*: Market Research in Practice by Matthew Harrison
  • 😓 Mistake: Not studying your ideal customers
  • and much more


*You’ll be able to access the detailed reports in Notion.

This content is exclusive to our Newsletter+ subscribers.

Upgrade to Newsletter+ and get it into your inbox this Saturday.


Hope to see you there.


⏪ Previously

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

Here they are:


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♻️ Ps

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