We’ve all heard the advice to “stay in your lane,” but sometimes the best insights happen when you swap your studio shoes for wellies and step into a completely different industry.
Recently, under some ominous storm clouds, I found myself walking through fields of wildflowers, massive tractors, and the bustling crowds of a major British agricultural show (navigating past the Diddly Squat Farm Shop and corporate tents alike).
You might wonder: What is an eco-architect doing at a farming event? The answer is simple: Opportunity. As professionals, our growth depends on how well we understand our clients’ evolving worlds. Here are three major takeaways from my day in the field that you can apply to your own business and mentoring journey.
Look for the “Unconventional” Niche (For me this is Rural Diversification)
It’s easy to look for work in the traditional places, but some of the most rewarding projects come from industries undergoing massive transitions. Right now, farmers and landowners are looking to diversify more than ever.
During the event, I spent time talking about the exact work I love doing with rural clients:
- Converting redundant farm buildings into holiday lets or commercial spaces.
- Designing new homes for extended farming families.
- Navigating complex farmhouse renovations.
What I’ve learned: Don’t limit your target market to the obvious choices. Where is there an industry facing a transition where your unique skills can solve a brand-new problem?
Embrace the Bottlenecks (Planning & Policy)
Every industry has its frustrations. In our world, it’s the universal headache of planning policy: the staggering length of time it takes to get through the system, the upfront cost of surveys putting clients off, and the complex rules surrounding Permitted Development (PD) routes (and realizing you have to own a certain size of land to even qualify).
Instead of just complaining about these hurdles, use them to your advantage:
- Be the Guide: When you intimately understand the bottlenecks, you become an invaluable asset to your clients.
- Manage Expectations Early: Use your expertise to protect your clients from costly mistakes before they even begin.
Energy Security is the New “Sustainability”
As a self-proclaimed “eco-geek” and eco-architect, I’ve spent my entire career championing green initiatives. For years, sustainability was seen by many as a “nice-to-have” option.
But things have shifted dramatically. Right now, across the board—personally, commercially, and land-wise—everyone is looking for security against rising energy costs.
Market forces are doing the talking. Clients aren’t just adopting eco-initiatives because they want to save the planet; they’re doing it because it makes absolute financial sense. As designers and consultants, it is our job to build energy resiliency into everything we touch.
Step Out of the Office
I walked thousands of steps across that showground, caught up with fantastic people, and – against all mathematical odds – somehow managed to find my car in a field that felt like it held a million identical vehicles.
More importantly, I left with a fresh perspective and a booked-up afternoon to look at a brand-new, exciting listed farmhouse renovation project.
If you’re feeling stuck in your business or practice lately, take this as your sign to change your environment. Go talk to people outside your immediate circle, listen to their frustrations, and figure out how you can help build the solution.
What unexpected industry or niche have you been curious about exploring lately for your business?