Survival Skills: Income and Business Development in the Digital Age
Exploring strategies to thrive—and not just survive—in an era of digital disruption and economic uncertainty
Letter from the editor
By Eva Read-Warden, AIA, Principal, Arkitex Studio
I don’t know about you, but to me the times are a bit perplexing. How can we be so busy yet so concerned about getting the next job? I know this is not a new issue in our profession, but for me it seems this “phase” is lasting longer than usual. The aura that what lies ahead is unknown, politically and economically, is now the way of life and not something that will pass with an upcoming election. Looking to the year ahead: forecasters have a tone of “cautious optimism”—expecting modest growth, manageable inflation and a stable (if softer) labor market. But concerns about what could derail this abound: tariffs, inflation stickiness, and global uncertainty. All are factors that keep a sense of the unknown prominent in our minds.
If I'm not busy getting a project done, then I am busy chasing the next one with a greater sense of urgency. I am an owner in a “smedium” size firm. (Over 9 is classified as medium, but how can 14 people be grouped with 50? That is an issue for another day.) As an owner-doer, I have the responsibility to get the work and ensure the work is done well, on time, and on budget. I am sure many of you are in the same position. As we cannot clone ourselves, we must find ways to help our firms be prepared and successful at establishing a pipeline of income to ensure we can keep doing the work we love.
In this age of technology and digital platforms, numerous opportunities may allow us to expand practice beyond traditional approaches. Through tools we use now, we can sell products and services in new ways. We can build teams of experts without being in the same town or even the same country, as well as have the means of making ourselves known to potential clients and communities of clients without leaving our office. And, in the age of AI, we have a powerful tool to help us expand our capabilities.
In this issue of PM Digest, we explore topics including passive income streams, practice models, and attitudes towards digital marketing and AI. We also feature resources for those considering starting your own firm, a route some take amid changing employment dynamics.. As you look at your own circumstances, I hope these articles will spark an idea or inspire the courage to try something new as you look towards the unknown of the year ahead.
Features
Passive income for architects
By Jennifer Kretshmer, AIA
Jennifer Kretshmer, herself a trend-setter by establishing a virtual firm long before it was a “thing,” examines how some firms have established alternative incomes by creating and selling digital tools, artwork, books, and other resources.
One firm's journey to becoming a design collaborative
By Richard Friedman, Friedman Partners
Richard Friedman writes about how a firm transformed its practice model to assemble cross-functional teams tailored to each project’s unique needs.
The new currency of brand trust: Why architecture firms must adapt in the digital age
By Judy Sparks, CEO, Smartegies
Judy Sparks, CEO of Smartegies in Atlanta, explains how A/E firms must embrace digital platforms to build credibility in an era where clients expect to know you before they meet you.
Change how you think about AI
By Kristin Kautz
AI expert Kristin Kautz, co-founder of JAM Idea Agency and creator of AI IQ, encourages us to see AI as a superpower and how our attitude towards it can also change our self-perception.
Thinking about starting your own firm?
Introduction by Rebecca Edmunds, AIA, MFA
Rebecca Edmunds, PMKC Chair 2025, introduces the many resources available through AIA Trust on starting a new architecture practice.
Contribute to the Digest
If you have other topics related to practice management that you’d like explored or any articles you would like us to consider for inclusion, please contact pmkc@aia.org.
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Eva Read-Warden, AIA, enjoys a career as an architect, leader, and collaborator. During her 28-year tenure with Arkitex Studio in Bryan-College Station, Texas, Eva has designed and managed commercial, higher-ed, and faith-based projects. She has a particular passion for projects that serve the community and for historic buildings and places. In addition to her role as a Principal, she leads business operations and serves as integrator between the marketing/business development, project operations, and business operations areas, helping ensure all areas of practice work toward common goals.
Eva has made a commitment to serving the profession, including through the role of president of the Texas Society of Architects in 2022, a member of the AIA National Board Knowledge Committee from 2023-2025, and currently on the Advisory Group for the AIA Practice Management Knowledge Community. In 2024 Eva was appointed by Governor Greg Abbott to the Texas Board of Architectural Examiners for years 2024-2028.