Introduction
Jack Ossa tries a different format on The Power of Design Podcast: two guests at once. He invites two local architects he admires, Jes Sanders of Studio S Architecture and Toby Witte of WitteHaus, to talk about what it is like to own a small design firm. Jes does residential and commercial architecture, and Toby specializes in modern, sustainable homes.
All three run their own practices, so the conversation is a peer exchange about design, business and the challenges and benefits of working for yourself.
About the Episode
Asked about the best part of owning a firm, Toby says it is being able to push projects in the right direction, and Jes points to the variety of tasks, from sales to design. Toby grew up near Hamburg, Germany, trained as a draftsman, came to Charlotte, studied at UNC Charlotte and spent about 15 years running a design-build company before starting WitteHaus three years ago. Jes grew up between San Diego and the Gulf Coast, framed houses before going to school, graduated from UNC Charlotte in 2004 and worked at several commercial firms before opening Studio S about five and a half years ago.
A large part of the episode is about how architects get clients. Toby says every person in the region who wants a modern home should know about him, and he uses social media, outreach and automation. Jes relies on relationships and has added a questionnaire to his site. Jack explains the difference between branding, marketing and sales, and the group agrees that giving away useful information builds trust. They also discuss how to explain the value of design, the technology they use, such as Revit, Lumion and project-management software, and what the profession will look like when automation takes over repetitive work.
Toward the end, the three talk about being a solo owner, the need for community and accountability, and their goals for the next five to ten years.
Key Takeaways
- Ownership means control and variety: running your own firm lets you shape your projects and take on sales, design and marketing yourself.
- Good work does not sell itself: Jack stresses that architects need to understand the sales process, because it fuels the business.
- Separate branding, marketing and sales: each does a different job, from the story to the telling to the conversation.
- Give value before you are hired: upfront information, useful newsletters and content that teaches, entertains or inspires build trust.
- Ask before you pitch: in a pitch, Jack says he would ask about the client's priorities instead of talking about himself.
- Defend the value of design: a signature space or a smart wall can change a project without large cost, and design should not be sold like a commodity.
- Look for community: small-firm owners benefit from peer groups and accountability outside their own bubble.
Highlights from the Conversation
If not every single person in this greater region who is interested in modern homes does know about me, I'm doing something wrong.
Toby Witte
You don't buy a Picasso by the square foot.
Jes Sanders
Most of the built environment around us is just poorly designed.
Toby Witte
Topics Discussed
- The rewards of owning a design firm
- Career paths from Germany and from framing houses
- Custom commercial and modern residential work
- Finding clients through relationships and social media
- Branding, marketing and sales
- The value of design versus a commodity mindset
- Software, visualization and automation
- The future of design, robotics and community
Why This Conversation Matters
Small firms face the same question every design client asks: what is the value of design beyond a good plan? Our architecture work, from housing such as Metric Townhomes to renovation projects like Pine Lake Country Club, depends on explaining that value early. The guests also discuss how a clear story and a consistent message win trust, which is the focus of our branding service for design and construction firms.
About the Guest
Jes Sanders is the architect and owner of Studio S Architecture, which does custom commercial architecture in Charlotte. Toby Witte is the architect and owner of WitteHaus, which designs and builds modern, energy-efficient homes. Connect with them on LinkedIn: Jes Sanders and Toby Witte, or visit the WitteHaus website.
