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How to Win Architecture RFPs Against Industry Giants as a Small Firm (with Andrew Lyon of Studio Lyon/Szot)
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#22: Partner and Founder at Studio Lyon/Szot reveals how his eight-person firm went head-to-head with global giants – and won. This is the ultimate David vs. Goliath story, packed with raw insights, bold strategies, and the mindset shifts that made it possible. If you’ve ever wondered how a small firm can punch above its weight and land game-changing opportunities, this episode is for you.
PS - If you’re a growth-minded firm owner or leader, apply to join us inside The Studio - https://growthitect.com/studio
Here’s what you’ll learn in the episode:
→ The counterintuitive strategy Studio Lyon/Szot uses to stand out against industry titans.
→ Why doing it all yourself is a trap, and how Andrew balances hands-on work with smart delegation.
→ The secret to making clients see your value: Andrew’s take on selling architecture without selling.
→ How to stay profitable while delivering a high-touch, personal client experience.
→ The real reason fee negotiations go wrong… and why discussing scope adjustments upfront changes everything.
→ Why being small is a superpower: the unexpected advantage that helps boutique firms land massive projects.
→ The storytelling edge and how Studio Lyon/Szot turns narratives into winning pitches.
(05:38) Swinerton partnership leads to New York opportunities
(09:06) How to solve client problems in unexpected ways
(11:29) The power of collaboration in design problem-solving
(14:07) Why strategic problem-solving gives firms a competitive edge
(16:50) How consistent staffing drives project success
(24:53) Shifting how clients perceive an architect’s value
(27:05) The key to building successful client partnerships
(29:39) Balancing client value without undercutting
(33:46) Managing expectations and adjusting fees effectively
(37:13) Why design fees shouldn’t be tied to project costs
(39:22) The smart way to prioritize client needs in negotiations
(43:44) How a strong, authentic story makes small firms stand out
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