How To Avoid Miscommunication Problems In Architecture with Usman Yaqub | 125
Avoiding Costly Miscommunication in Architecture: Clearer Client Communication with Usman Yaqub
Jon Clayton hosts Architecture Business Club with guest Usman Yaqub, president of the Chartered Institute of Architectural Technologists and director at Studio Yaqub Architecture, to discuss how miscommunication and technical jargon damage projects and client relationships. Usman explains that clients, contractors, planners, engineers, and consultants view the same project through different lenses—emotional investment, buildability and program, or compliance and policy—so communication must be adapted to what “success” means for each audience and to reduce “scope canyons” between silos. He shares examples where stakeholders misunderstood milestones and where “planning approval” was wrongly assumed to mean ready-to-build, stressing the need to confirm understanding. Practical tactics include using relatable explanations, storytelling, and visual tools like drawings, BIM, and visualisations, plus framing meetings to invite questions.
Today’s Guest
Usman Yaqub is the current President of The Chartered Institute of Architectural Technologists & Director at Studio Yaqub Architecture. He’s an Associate Lecturer at The University of the West of England and holds positions with a number of charities and not for profit organisations. He also established the popular online CPD series - CPD in 43.
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Episode Highlights
00:00 Introduction
01:12 Meet Usman Yaqub
02:11 Different Lenses Different Goals
03:33 Keeping Clients Emotionally Engaged
05:10 Bridging Scope Canyons
06:19 Jargon That Backfires
06:58 Simplicity Shows Expertise
08:04 Making The Process Accessible
10:09 Miscommunication Stories
10:46 Milestones And Expectations
11:59 Planning Approval Confusion
13:12 Spotting When They Don't Get It
14:50 Planning Vs Building Regs Explained
16:25 Bookending Meetings For Clarity
18:28 Tailoring To Each Audience
22:05 Storytelling And Visual Tools
23:57 Biggest Communication Advice
24:59 Final Thoughts And Where To Connect
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Key Takeaways
Think about who you are talking to
Everyone you work with sees a project differently. A client cares about how it will change their life. A contractor cares about how to build it. A planner cares about rules and policy. When you understand what matters to each person, you can talk to them in a way that makes sense for them — and things go much more smoothly.
Simple words show more skill than big ones
Using jargon might make you feel clever, but it can leave people confused and too embarrassed to say so. The real skill is taking something complex and explaining it in plain language. If someone walks away understanding you, that is a much better result than if they walk away impressed but lost.
Good communication means checking understanding, not just sharing information
Saying something clearly is only half the job. You also need to make sure the other person has understood it the same way you meant it. Watch for small signs — hesitation, odd questions, or repeated words — that tell you there may be a gap. Ask "what questions do you have?" instead of "do you have any questions?" to give people a proper chance to speak up.
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00:00 - Introduction
01:12 - Meet Usman Yaqub
02:11 - Different Lenses Different Goals
03:33 - Keeping Clients Emotionally Engaged
05:10 - Bridging Scope Canyons
06:19 - Jargon That Backfires
06:58 - Simplicity Shows Expertise
08:04 - Making The Process Accessible
10:09 - Miscommunication Stories
10:46 - Milestones And Expectations
11:59 - Planning Approval Confusion
13:12 - Spotting When They Don't Get It
14:50 - Planning Vs Building Regs Explained
16:25 - Bookending Meetings For Clarity
19:01 - Tailoring To Each Audience
22:38 - Storytelling And Visual Tools
24:30 - Biggest Communication Advice
25:32 - Final Thoughts And Where To Connect
Jon Clayton:
Have you ever explained something to a client
Jon Clayton:
only to realise halfway through that you've completely lost them?
Jon Clayton:
Or wrapped up a meeting feeling confident and then later discovered
Jon Clayton:
that they walked away with an entirely different understanding?
Jon Clayton:
Miscommunication is one of the most common and most costly problems in architecture
Jon Clayton:
and construction, and the tricky part is you often don't know it's happening
Jon Clayton:
until the damage is already done.
Jon Clayton:
In this episode, you'll hear about why technical jargon can quietly
Jon Clayton:
undermine your client relationships, how miscommunication shows up in real projects
Jon Clayton:
and what it can cost you, practical ways to tailor your communication style to
Jon Clayton:
whoever you're talking to, and stick around to the end where our guest shares
Jon Clayton:
their single biggest piece of advice to become clearer and more confident
Jon Clayton:
in your communications Welcome to Architecture Business Club, the show
Jon Clayton:
that helps you build a better business in architecture so you can enjoy more
Jon Clayton:
freedom, flexibility, and fulfillment.
Jon Clayton:
I'm your host, Jon Clayton, and if you're new to the show, don't
Jon Clayton:
forget to hit the subscribe button so you never miss another episode.
Jon Clayton:
We're joined by Usman Yaqoob.
Jon Clayton:
Usman is the current president of the Chartered Institute of
Jon Clayton:
Architectural Technologists and director at Studio Yaqoob Architecture.
Jon Clayton:
He's an associate lecturer at the University of the West of England and
Jon Clayton:
holds positions with a number of charities and not-for-profit organizations.
Jon Clayton:
He also established the popular online CPD series, CPD in 43.
Jon Clayton:
To connect with Usman on LinkedIn, just click the link in the show notes.
Jon Clayton:
We're gonna talk about the art of communication so that you can
Jon Clayton:
avoid costly project mishaps.
Jon Clayton:
On typical architecture projects, I mean, w- we're dealing with
Jon Clayton:
clients, contractors, planners, engineers, and often it's all,
Jon Clayton:
you know, all on the same project.
Jon Clayton:
How do you find that communication challenge shifts depending
Jon Clayton:
on who you're talking to?
Usman Yaqub:
It isn't necessarily, uh, all that straightforward, and also it's not
Usman Yaqub:
always the information itself, it's that everyone is looking at the same project
Usman Yaqub:
through a completely different lens.
Usman Yaqub:
And I think once the penny drops in that regard, you're much more powerful
Usman Yaqub:
to actually move forward and understand how best to address any situation.
Usman Yaqub:
So, for example, a client's often focused on what the project
Usman Yaqub:
means for them personally.
Usman Yaqub:
It's their investment, it's their home, it's their business, or it's their vision,
Usman Yaqub:
so they naturally have a more emotive connection to the decisions being made.
Usman Yaqub:
A contractor, on the other hand, is typically focused on delivery, program,
Usman Yaqub:
sequencing, and how s-something will actually be constructed.
Usman Yaqub:
And then we have planners, engineers, and any other specialist consultants
Usman Yaqub:
that are often looking through the lens of compliance, performance, and process.
Usman Yaqub:
So how do you marry all of those things together?
Usman Yaqub:
Because ultimately, they're very different aspects of the same project.
Usman Yaqub:
The communication challenge shifts between each group, and measuring
Usman Yaqub:
success is completely different for each and every interlocutor.
Usman Yaqub:
The same design decision can mean something completely different
Usman Yaqub:
depending on who you're speaking to.
Usman Yaqub:
What excites a client may raise questions around buildability for a
Usman Yaqub:
contractor or policy considerations for a planning officer and ultimately could
Usman Yaqub:
actually end up alienating the client.
Usman Yaqub:
You then focusing too heavily on buildability or planning considerations,
Usman Yaqub:
policy matters may end up completely alienating them and shutting them
Usman Yaqub:
down, and they may end up feeling completely emotionally disconnected.
Usman Yaqub:
That is one of the key aspects of why they're involved in the process.
Usman Yaqub:
So you shut down their emotions, they then turn off.
Usman Yaqub:
So a large part of my role is bringing these perspectives together.
Usman Yaqub:
It's about making sure everyone understands not only their own objectives
Usman Yaqub:
but also the objectives of the wider team.
Usman Yaqub:
On smaller projects particularly, you're often dealing directly with
Usman Yaqub:
everyone involved, and that ability, that ability to adapt your communication
Usman Yaqub:
style becomes extremely important.
Usman Yaqub:
When it's done well, you create alignment and momentum.
Usman Yaqub:
When it's not, even relatively simple issues can become
Usman Yaqub:
unnecessarily complicated
Jon Clayton:
That's, that is so true, yeah.
Jon Clayton:
Um, I mean, that's the, the key thing, isn't it, about having an understanding
Jon Clayton:
and appreciation that all of those different parties that are involved are
Jon Clayton:
all seeing it from their own perspectives.
Jon Clayton:
And as you say, the, the perspective of a client, or particularly say in that
Jon Clayton:
example of a homeowner, they are heavily emotionally invested in the project.
Jon Clayton:
They're seeing it through a very different lens from somebody like,
Jon Clayton:
um, a planner or a structural engineer that might be involved.
Jon Clayton:
Um-
Usman Yaqub:
Yeah.
Usman Yaqub:
No, definitely.
Usman Yaqub:
I think also as well, you've got to remember there's been policy updates
Usman Yaqub:
in that regard where w- recent legislation has come out where it's
Usman Yaqub:
been identified as a clear issue in the sector where people are sitting within
Usman Yaqub:
their silos of scope and therefore this communication gap is getting larger
Usman Yaqub:
and larger, and how do we address that?
Usman Yaqub:
So you'll find most, uh, forward-thinking and, um, engaged consultants will
Usman Yaqub:
actually look to create a s- smaller gap or no gap or even an overlap
Usman Yaqub:
between one and another to ensure that we don't have these scope canyons.
Usman Yaqub:
as I, as I've just termed them.
Usman Yaqub:
and this is with the aim to ensure that the continuity and coordination
Usman Yaqub:
is actually being adhered to, and we can benefit from a closer relationship
Usman Yaqub:
with each and every key individual involved, which involves the client,
Usman Yaqub:
I must say, um, as well as, uh, the contractor and the various consultants
Jon Clayton:
I've not heard that term before, but I do like that.
Jon Clayton:
canyon, that's a good one.
Jon Clayton:
I'm gonna use it.
Usman Yaqub:
Off the fly completely.
Jon Clayton:
I think one of the, the really common miscommunication
Jon Clayton:
issues can be around the use of, um, architectural jargon, technical speak.
Jon Clayton:
Um, it can be tempting to use this.
Jon Clayton:
Um, I think sometimes it can make us feel that we're, we're quite
Jon Clayton:
clever if we, we use some big words.
Jon Clayton:
Maybe that might impress our clients.
Jon Clayton:
Do you think that ever works against us, though?
Usman Yaqub:
I think it completely does, to be honest.
Usman Yaqub:
And often, it's immediately recognisable.
Usman Yaqub:
And yes, you may look smart, uh, for a very short period, but you may not
Usman Yaqub:
realise the causality that you've created, that butterfly effect.
Usman Yaqub:
As, as professionals, we're surrounded by technical language every day, so
Usman Yaqub:
it's, it's almost too easy for us to fall back into the terminology that we
Usman Yaqub:
feel completely natural using And it takes learning all of that to unlearn
Usman Yaqub:
it, to then speak with authority in a, a familiar language to all, which
Usman Yaqub:
is actually extremely difficult.
Usman Yaqub:
So there's that temptation to demonstrate expertise through the
Usman Yaqub:
language, but expertise isn't measured by how complex something sounds.
Usman Yaqub:
It's actually measured by how effectively you can communicate it.
Usman Yaqub:
And I think that's the, that's the key there.
Usman Yaqub:
And the irony that using something more complex doesn't necessarily
Usman Yaqub:
make communication more effective.
Usman Yaqub:
In many cases, simplicity is the better route.
Usman Yaqub:
The ability to explain a complex idea in clear, accessible terms
Usman Yaqub:
is often a stronger demonstration of how understanding, r- rather
Usman Yaqub:
than relying on jargon is.
Usman Yaqub:
And the challenge isn't just language itself, it's also
Usman Yaqub:
the complexity of the process.
Usman Yaqub:
And this is, this is a slightly different but tangential connective point.
Usman Yaqub:
Architecture and construction involve planning, technical design,
Usman Yaqub:
procurement, regulations, a vast array of consultants depending on the type
Usman Yaqub:
of project, and also construction.
Usman Yaqub:
I mean, some of those areas I've just simply used a
Usman Yaqub:
single word to describe them.
Usman Yaqub:
They're complex and each and every one has its own merits.
Usman Yaqub:
For those of us working in the industry, these stages are familiar.
Usman Yaqub:
And again, we're-- we may end up, even during this talk today, we may end
Usman Yaqub:
up brushing over some quite complex areas, assuming that people understand.
Usman Yaqub:
For many, for example, clients, for particularly first-time homeowners,
Usman Yaqub:
they're entirely new to all of this.
Usman Yaqub:
And I think it's our responsibility to make that complexity accessible, not by
Usman Yaqub:
oversimplifying it, but by helping people understand where they are in the process,
Usman Yaqub:
why decisions matter, and what comes next.
Usman Yaqub:
These are all interconnected sort of parts of the story, and we need to help people
Usman Yaqub:
along this to actually fully realise what they actually want as a final outcome.
Usman Yaqub:
Much like the practical contractor who's actually there, that's going to be the
Usman Yaqub:
connection between our idea to bringing it to fruition, ultimately for the client to
Usman Yaqub:
enjoy, hopefully for many years to come.
Usman Yaqub:
May- might be for the rest of their life.
Usman Yaqub:
And this is all really important
Jon Clayton:
it can be a bit of a minefield.
Jon Clayton:
I think, uh, you mentioned there that we are working in an industry where,
Jon Clayton:
there is a lot of technical terminology, and when you're surrounded by that and
Jon Clayton:
you're using that every day in your w- everyday working life, you can forget
Jon Clayton:
that, um, some of the other people that you might be working with on a project
Jon Clayton:
might not be at the same level as you or have the same understanding as you.
Jon Clayton:
So, um, definitely mistakes can be made.
Jon Clayton:
I was wondering if you've got an example that you could share of, um, perhaps
Jon Clayton:
a miscommunication, even a small one, um, that's impacted a project or,
Jon Clayton:
or maybe a, a client relationship.
Jon Clayton:
Does anything spring to mind that you could share with us?
Usman Yaqub:
Yeah.
Usman Yaqub:
I mean, I've got-- To be honest, I've got two which I, I, I quite like.
Usman Yaqub:
One, which is I'm going to give you a sort of an example from,
Usman Yaqub:
from our perspective, and another is an, an often repeated issue.
Usman Yaqub:
so one example is that it's not a major error, but it highlights how
Usman Yaqub:
easily assumptions can creep into the project, and that's what I think is
Usman Yaqub:
key here during to-today's discussion.
Usman Yaqub:
So in this instance, we were working through a project in the early stages of a
Usman Yaqub:
scheme where everyone felt aligned on the same outcome, but it became apparent that
Usman Yaqub:
different stakeholders had interpreted the same, uh, milestone in different ways.
Usman Yaqub:
The client saw it as a signal that the project was ready to move immediately
Usman Yaqub:
into the next phase, whereas from our perspective, it was simply
Usman Yaqub:
one step within a wider process.
Usman Yaqub:
Nobody had de-deliberately miscommunicated, but there was
Usman Yaqub:
a gap between what we had said and what had been understood.
Usman Yaqub:
And that impact wasn't catastrophic, but it affected expectations around
Usman Yaqub:
program, decision-making, and ultimately confidence in the timeline.
Usman Yaqub:
So we had to then spend time, uh, realigning everyone's
Usman Yaqub:
understanding before moving forward.
Usman Yaqub:
What I took from that was the experience is that communication
Usman Yaqub:
isn't just about sharing information, it's about confirming understanding.
Usman Yaqub:
In architecture and construction, the biggest challenges are often not technical
Usman Yaqub:
problems, they're expectation problems.
Usman Yaqub:
Take an extra few minutes to explain what something means, what happens
Usman Yaqub:
next, and what limitations can save weeks or even confusion later.
Usman Yaqub:
Another one, is the misunderstanding of, for example, planning approval.
Usman Yaqub:
You often have someone who says, " I've got planning approval.
Usman Yaqub:
I'm ready to build." I prefer using planning license because then it gives
Usman Yaqub:
people that m-mental re-adjustment of that is something which is time-limited
Usman Yaqub:
until it's actually locked in.
Usman Yaqub:
You assess the timeline, whether there's enough time for you to
Usman Yaqub:
actually start working on the project.
Usman Yaqub:
You then look at the conditions, if there are any relevant conditions, um,
Usman Yaqub:
or challenging conditions is probably the more so of the, um, uh, bigger
Usman Yaqub:
concern, and how you can address those.
Usman Yaqub:
And then you can then decide on how you're going to move forward.
Usman Yaqub:
And again, this is a, an, a misunderstanding of complex jargon,
Usman Yaqub:
complex procedures and statutory processes, and also your understanding
Usman Yaqub:
of quite a complex process, to be honest.
Usman Yaqub:
So those two are probably quite good examples to sort of highlight
Usman Yaqub:
where communication is key.
Jon Clayton:
I've probably been in some similar situations, uh, had some similar
Jon Clayton:
miscommunications like that through, through my working career as well.
Jon Clayton:
Plus many others as well, which we, we probably don't have time to,
Jon Clayton:
uh, to go through in detail today.
Jon Clayton:
Um, I think particularly, um, I mean, coming back to the, the miscommunications
Jon Clayton:
with clients, I think particularly clients if they don't understand
Jon Clayton:
something, they're not necessarily gonna feel comfortable to admit it.
Jon Clayton:
They might be, they might be embarrassed that, you know, that they don't know
Jon Clayton:
what you're talking about when you're ex- you're explaining something to them.
Jon Clayton:
Um, not all of them are willing to hold their hand up and say, "Hang on.
Jon Clayton:
I'm, I'm not sure about that. Can you, can you kind of re-explain it for me?"
Jon Clayton:
H-how do you spot that in conversations?
Jon Clayton:
You know, what, what do you do about that when you think somebody
Jon Clayton:
might not actually understand what you've, you've tried to explain?
Usman Yaqub:
So one thing I've learnt, um, over the years is
Usman Yaqub:
not to assume understanding just because someone is nodding along.
Usman Yaqub:
Most clients don't want to appear uninformed, particularly when
Usman Yaqub:
they're investing significant amount of time, money into a project.
Usman Yaqub:
So as a result of that, they won't always stop the conversation
Usman Yaqub:
to say they don't understand.
Usman Yaqub:
So it's just simply just saying, "I don't understand." I mean, they, there
Usman Yaqub:
are some who do that, but in the vast majority of cases, it's most people don't.
Usman Yaqub:
I've become quite attentive to the little signals.
Usman Yaqub:
Sometimes it's the questions that come afterwards, sometimes it's
Usman Yaqub:
the hesitation in a response.
Usman Yaqub:
Sometimes it's when someone s- repeats back what you've said to them
Usman Yaqub:
but frames it slightly differently.
Usman Yaqub:
Those are often little signs that there may be a gap between what I've
Usman Yaqub:
explained and what they've understood.
Usman Yaqub:
So to help with that, I've developed different ways of explaining the same
Usman Yaqub:
concept dependent on who I'm speaking to.
Usman Yaqub:
A good example is the difference between planning permission
Usman Yaqub:
and building regulations.
Usman Yaqub:
So I'll often explain planning as asking, "Can I build a three-bedroom
Usman Yaqub:
house here?" Then building regulations becomes, " Great, you've got permission
Usman Yaqub:
for a three, three-bedroom house.
Usman Yaqub:
Now show me exactly how you're going to build it." And I know it sounds silly,
Usman Yaqub:
uh, probably to professionals to say it like that, but the, honestly, the
Usman Yaqub:
probably, uh, 90, 95, maybe even 100% of people I explain it to like this,
Usman Yaqub:
they often, they thank me straight after just going, " Goodness, no
Usman Yaqub:
one's ever said it to us like that."
Usman Yaqub:
And as soon as you've said that, you can then replace that with planning
Usman Yaqub:
and building regulations, but now they actually understand what each one is.
Usman Yaqub:
The, that is the sort of beauty of using language to explain
Usman Yaqub:
something which is quite complex as a process and make it relatable.
Usman Yaqub:
And so for me, good communication isn't about simplifying the work, it's
Usman Yaqub:
about simplifying the explanation.
Usman Yaqub:
If the client feels comfortable asking you questions and confident in the
Usman Yaqub:
answers they're receiving, they've already laid the foundation for a much
Usman Yaqub:
stronger project relationship, and also is why it opens the door for clearer
Usman Yaqub:
communication between one and the other, rather than worrying about how, how,
Usman Yaqub:
"Ooh, how can I speak to this person?
Usman Yaqub:
What do I say?
Usman Yaqub:
Don't know if they're going to answer it.
Usman Yaqub:
They may end up answering extremely complicated, and therefore I'll
Usman Yaqub:
walk away even more confused."
Jon Clayton:
Um, there's a couple of things I like to do
Jon Clayton:
to bookend client meetings.
Jon Clayton:
Um, one of the things I mention towards the beginning of meetings
Jon Clayton:
typically is that there's no silly questions, that you can ask any question
Jon Clayton:
that you like, you know, and don't feel embarrassed about any of it.
Jon Clayton:
Just ask whatever you like.
Jon Clayton:
No silly questions at all.
Jon Clayton:
And then, um, towards the end, I, I will often ask, um, "What questions
Jon Clayton:
do you have?" rather than, "Do you have any questions?" Because the do
Jon Clayton:
you have any questions gives them a quick get out to just go, "Um, no,
Jon Clayton:
no, I, I don't think so." Whereas, uh, that can work quite well actually
Jon Clayton:
in, um, sales conversations as well, as well as, um, client conversations.
Jon Clayton:
Um,
Usman Yaqub:
Most definitely.
Jon Clayton:
Yeah.
Jon Clayton:
So that's, uh, that's quite a good one.
Usman Yaqub:
That's good.
Usman Yaqub:
I, I'm quite happy we've got shared sort of, um, appreciation for sort
Usman Yaqub:
of this, this, uh, difficulty, this, this, this, uh, this complex kind
Usman Yaqub:
of environment that we're working in
Jon Clayton:
Absolutely, yeah.
Jon Clayton:
I think, um, without kind of digressing too far, I think particularly when, um…
Jon Clayton:
I mean, I've worked with lots of, um, remote teams as well, so like outsourcing
Jon Clayton:
sometimes where English is a second language and, um, that can also kind
Jon Clayton:
of add further layers of complication to the communications, particularly
Jon Clayton:
if you're, um, working with, with architectural colleagues and communicating
Jon Clayton:
requirements for, you know, I don't know, some drawings or something like that.
Jon Clayton:
And often when there has been miscommunications between team members
Jon Clayton:
and it's come back to my desk and I've looked at it and thought, "Oh, why, why
Jon Clayton:
has it ended up like that," you know, "on the drawing sheet?" And then I'll
Jon Clayton:
go back and look at my brief and think, "Oh, okay, I'd assumed that and that,"
Jon Clayton:
that they would just do it the same way that I would and, and, you know,
Jon Clayton:
there's always room for improvements.
Jon Clayton:
Um, you know, whether that's in the verbal communications or, or actually
Jon Clayton:
with written word as well, you know, to make sure that, um, it is clear enough
Jon Clayton:
for the other person that's receiving it.
Jon Clayton:
I mean, we must approach these different parties that we're
Jon Clayton:
working with differently.
Jon Clayton:
You know, the approach to, um, a first-time renovator doing an extension
Jon Clayton:
on their home, should be different, shouldn't it, to like an experienced
Jon Clayton:
developer or a planning officer.
Jon Clayton:
What does that actually look like in practice for you, you
Jon Clayton:
know, when you're sort of dealing with these different parties and
Jon Clayton:
stakeholders on the average project?
Usman Yaqub:
So, I mean, to, to go, go off the ones that you've just highlighted.
Usman Yaqub:
So it comes down to an understanding of what success looks like for the
Usman Yaqub:
person that you're speaking to.
Usman Yaqub:
So for the first time homeowner, the project is often deeply personal.
Usman Yaqub:
They're investing financially, but they're also investing emotionally.
Usman Yaqub:
They may be looking for a larger home, a better lifestyle, or space that works
Usman Yaqub:
more effectively for their family.
Usman Yaqub:
My role is often to guide them through an unfamiliar process and
Usman Yaqub:
help them make informed decisions.
Usman Yaqub:
For an experienced developer, for example, though, usually approaches
Usman Yaqub:
things from a different perspective.
Usman Yaqub:
They're often considering viability, risk, program, return
Usman Yaqub:
on investment, delivery strategy.
Usman Yaqub:
The conversations tend to be more commercially focused and may move
Usman Yaqub:
more quickly because they're already understanding the processes involved.
Usman Yaqub:
I mean, that's not to say that I might not be looking at legacy
Usman Yaqub:
and things like that, but there are-- there's a slightly different
Usman Yaqub:
skew, uh, slightly different focus.
Usman Yaqub:
For the planning officer occupies an entirely different position.
Usman Yaqub:
Their, their role is to assess proposals against planning policy and balance the
Usman Yaqub:
interest of all relevant stakeholders.
Usman Yaqub:
Conversations need to be grounded in evidence, policy, and clear justification.
Usman Yaqub:
So what changes in practice isn't necessarily the project, it's
Usman Yaqub:
the focus of the conversation.
Usman Yaqub:
The homeowner is thinking about how the project improves their life.
Usman Yaqub:
The developer is thinking about how the project performs, and the planning
Usman Yaqub:
officer is considering how the proposal serves the wider public interest.
Jon Clayton:
Yeah, I like that because, um, it's something you
Jon Clayton:
mentioned earlier, isn't it?
Jon Clayton:
About thinking about what success looks like, um, through the eyes of
Jon Clayton:
those different parties involved in the project, and not just looking
Jon Clayton:
at it from our own point of view.
Jon Clayton:
Um, and I suppose it's, it's having that, um, understanding and, and empathy to be
Jon Clayton:
able to, to put yourself in the shoes of that other party that's involved in the
Jon Clayton:
project, to be able to see it from their perspective in order to then be able to,
Jon Clayton:
uh, tailor how we communicate, either verbally or in the written word, so that
Jon Clayton:
it is at the right level, if you like, for that particular party and the perspective
Jon Clayton:
that they're coming at it from.
Usman Yaqub:
Yeah.
Usman Yaqub:
I think it's like creating that affinity so you understand from what, what you're
Usman Yaqub:
trying to achieve for that said person.
Usman Yaqub:
I think that's the key.
Usman Yaqub:
And also as well, what one thing that we sort of pride ourselves
Usman Yaqub:
on is that cross-osmosis.
Usman Yaqub:
So we don't just focus on, for example, just doing house extensions.
Usman Yaqub:
So when we're working on a project and then I then start discussing it with a
Usman Yaqub:
sl- slightly larger developer, we're able to sort of look at it in two tangents.
Usman Yaqub:
Yes, we understand your ROI, but also as well, we understand that ultimately
Usman Yaqub:
someone's going to live in this space.
Usman Yaqub:
So we're actually coming at it from two different perspectives.
Usman Yaqub:
uh, That is a added bonus in essence of someone who focuses on two different
Usman Yaqub:
areas, um, and then so on and so on.
Usman Yaqub:
We, we cover a quite a wide variety of perspectives, but that's just focused
Usman Yaqub:
on very, those two sort of scenarios.
Jon Clayton:
So what's your go-to approach then for translating complex
Jon Clayton:
technical information into something that your clients can genuinely understand
Jon Clayton:
and, um, you know, feel confident with?
Usman Yaqub:
So for me, it's-- comes back to storytelling and
Usman Yaqub:
our superpowers are drawings.
Usman Yaqub:
so every project has a story, and every client needs to understand
Usman Yaqub:
where they are within that story.
Usman Yaqub:
So technical information on its own can often feel overwhelming,
Usman Yaqub:
whether it's policy, regulations, details, and specifications.
Usman Yaqub:
The challenge isn't simply the information, it's helping people
Usman Yaqub:
understand why it matters so as architectural technologists, we're
Usman Yaqub:
uniquely positioned between the design intent and the practical delivery.
Usman Yaqub:
So our role is often to take an idea and develop it into something that we can
Usman Yaqub:
actually-- that can actually be built.
Usman Yaqub:
So to do that, we have a range of tools available to bring us beyond just words.
Usman Yaqub:
We use drawings, specifications, BIM models, visualisations, and technical
Usman Yaqub:
documentation to bring it to life.
Usman Yaqub:
So often a drawing can communicate something in seconds that might
Usman Yaqub:
otherwise take several minutes to explain or completely be misunderstood.
Usman Yaqub:
So, for example, we may do a, a 3D visual of a particular junction or
Usman Yaqub:
a viewpoint, a vista, et cetera, either into the building or out from
Usman Yaqub:
the building or the site, et cetera.
Usman Yaqub:
And I also think confidence comes from the clarity rather than certainty.
Usman Yaqub:
Clients don't need to understand every technical detail, but they do need
Usman Yaqub:
to understand the implication of the decisions, the process they're moving
Usman Yaqub:
through, and what the next steps are.
Usman Yaqub:
If they can see the journey and visualise the outcome, they're far more likely
Usman Yaqub:
to feel confident in both the project and the people guiding them through it.
Jon Clayton:
What would be the main thing that you would like everyone to
Jon Clayton:
take away from this conversation today?
Usman Yaqub:
If there's one thing I'd like people to take away is that,
Usman Yaqub:
that communication is ultimately about the audience and not the speaker.
Usman Yaqub:
In our industry, and probably in many others, it's easy to communicate in
Usman Yaqub:
a way that demonstrates what we know.
Usman Yaqub:
But effective communication isn't about showcasing expertise, it's
Usman Yaqub:
about helping other people understand.
Usman Yaqub:
So my advice would be to remove the ego from the conversation,
Usman Yaqub:
think about who you're speaking to, and tell the story with the
Usman Yaqub:
listener, reader, or client in mind.
Usman Yaqub:
Start with what they need to understand, what decisions they need to make, and what
Usman Yaqub:
success looks like from their perspective, then work backwards from there.
Usman Yaqub:
The better we understand our audience, the better we communicate, and the
Usman Yaqub:
better the outcomes we achieve.
Usman Yaqub:
At the end of the day, great projects are built on great relationships, and great
Usman Yaqub:
relationships are built on understanding.
Jon Clayton:
We've covered quite a bit, but, um, was there
Jon Clayton:
anything else you wanted to add?
Usman Yaqub:
So o-one thing I'd add is that successful projects are
Usman Yaqub:
rarely the result of one person, one discipline, one brilliant idea.
Usman Yaqub:
They're usually the result of good people working together towards a common goal.
Usman Yaqub:
Over the years, I've come to appreciate that relationships are often just
Usman Yaqub:
as important as technical ability.
Usman Yaqub:
Whether you're appointing a consultant, assembling a project team, or working
Usman Yaqub:
with contractors and specialists, the quality of those relationships
Usman Yaqub:
will often have a direct impact on the outcome of the project.
Usman Yaqub:
I'd also encourage people not to focus solely on finding the cheapest option.
Usman Yaqub:
Cost is important, but value, experience, and trust matters just as much.
Usman Yaqub:
The cheapest appointment at the beginning of a project can often sometimes
Usman Yaqub:
become the most expensive decision later if this results in delays, poor
Usman Yaqub:
coordination, and even avoidable mistakes.
Usman Yaqub:
I'd also be cautious of what I call the start tomorrow brigade.
Usman Yaqub:
Uh, those who promise immediate results, unrealistically quick programs, or
Usman Yaqub:
seem to have all the answers before they've fully understood the brief.
Usman Yaqub:
The professionals worth working with are often the ones asking the right questions
Usman Yaqub:
rather than making the boldest promises.
Usman Yaqub:
The other thing I'd probably say is that clients should remain actively
Usman Yaqub:
involved throughout the process.
Usman Yaqub:
Appointing a professional team doesn't mean handing over responsibility entirely.
Usman Yaqub:
The best projects are collaborative, and the most successful clients are often
Usman Yaqub:
the ones who stay engaged, ask questions, provide timely feedback, and participate
Usman Yaqub:
in the key decisions along the way.
Usman Yaqub:
I've seen situations where misunderstandings develop simply
Usman Yaqub:
because communication becomes infrequent or decisions be-- are delayed.
Usman Yaqub:
Projects move forward continuously as long as the key stakeholders
Usman Yaqub:
engage for longer periods.
Usman Yaqub:
Assumptions can start to fill gaps, which is not what you want.
Usman Yaqub:
Staying involved doesn't mean micromanaging the project.
Usman Yaqub:
It means remaining part of the conversation.
Usman Yaqub:
That ongoing dialogue helps maintain alignment, manages expectations,
Usman Yaqub:
and s- ensures the final outcome but remains true to the original vision.
Jon Clayton:
There was another question that I wanted to ask.
Jon Clayton:
what resource do you use in your business that you couldn't live without?
Jon Clayton:
So, um, this could be a website, a piece of software, an app, a book, a podcast.
Jon Clayton:
Um, is there anything that springs to mind?
Usman Yaqub:
So there isn't a piece of software or gadget
Usman Yaqub:
that I couldn't live without.
Usman Yaqub:
If I had to choose one thing, I'd I'd probably say access to good information.
Usman Yaqub:
So one of the things I pay close attention to is emerging local and national
Usman Yaqub:
policy, whether it's planning reform, housing policy, environmental targets,
Usman Yaqub:
or changes to building regulations.
Usman Yaqub:
These are often indicators of where the industry is heading in the
Usman Yaqub:
near to medium term, and that's not just for within this country.
Usman Yaqub:
It could be looking internationally to other countries and what
Usman Yaqub:
policies are changing there and how those may be implemented, uh,
Usman Yaqub:
locally within the UK, for example.
Usman Yaqub:
Under-understanding those shifts early allows us to advise
Usman Yaqub:
clients more effectively and make better strategic decisions.
Usman Yaqub:
And then from probably if we were then looking at, say, technology, technology
Usman Yaqub:
plays a huge and, and important role.
Usman Yaqub:
We use BIM software, drones, specialist surveying equipment, and
Usman Yaqub:
increasingly, um, are relying on AI to gather information and improve
Usman Yaqub:
efficiency and support communication.
Usman Yaqub:
But none of those tools replace professional judgment.
Usman Yaqub:
The value doesn't come from owning the technology.
Usman Yaqub:
It comes from knowing how and when to use it.
Usman Yaqub:
So technology will continually evolve, but the ability to understand, change,
Usman Yaqub:
interpret information, and apply it in a meaningful way is what ultimately
Usman Yaqub:
creates the value for the clients and
Jon Clayton:
Could you just remind everyone the best place
Jon Clayton:
to connect with you online?
Usman Yaqub:
Follow me on LinkedIn or connect with me on LinkedIn.
Usman Yaqub:
We have our, uh, website as well, which you can obviously look at
Usman Yaqub:
and sort of see what we're up to.
Usman Yaqub:
Um, and we're also on a range of social media as well, so
Usman Yaqub:
Facebook, Instagram, et cetera.
