If the right clients aren’t finding you,
something is unclear.

FORM + ( FOCUS ) helps architects clarify positioning, value, and direction — without marketing noise.

If you’re running or leading a practice, this might feel familiar.

Good work. Polite enquiries. Long conversations that don’t go anywhere. Fees that feel harder to defend than they should.


This usually isn’t a marketing problem.
It’s a clarity problem.

Start here

The Better Clients System
A written system that documents how successful architecture practices attract better clients.

→ Access the system

Written for founders, directors, and senior architects responsible for winning work.

Go deeper

Positioning Framework Pack
For practices that need sharper focus, language, and direction.

→ View the framework

Work together

1:1 Strategy Sessions
For founders and directors who want pressure-tested thinking, not advice.

→ Book a conversation

I’ve spent 25+ years inside and alongside architecture and design practices — helping them clarify position, attract better work, and make fewer reactive decisions.

This work is about thinking clearly,
not shouting louder.

Led by Ben Holroyd.