How does architecture support a CEO stepping out and into a specialized tech start-up space?
On this episode of Practice Disrupted, we sit down with Zach Soflin, AIA, the Founder and CEO of Layer, the first and only flexible and mobile-friendly building management software. First, we learn how the company was created in response to the Nebraska State Capitol Building where Zach and his previous firm, BVH, were looking to connect field data to their designs. Zach built his own solution, which would become the prototype for Layer. Zach shares what he’s learned about being a CEO and how an architecture background (and mindset) shows up in day-to-day operations.
“Critical thinking and skills I learned in architecture have helped immensely in building this business, particularly around designing product and user experience. Those skills have definitely translated and given us an opportunity to provide a different software experience than what architects might be used to working with.” – Zach Soflin
Then, we dive into Layer: its focus on design as an entry point toward its target market, and Zach shares how customers utilize the software to link different parts of their projects together. We also ask Zach about hiring prioritization in a highly technical field and his process for navigating the talent pool outside of Silicon Valley.
To wrap up the episode, Zach shares the biggest obstacle for architecture to overcome, and the role technology plays in shaping the future of the practice. With potential entrepreneurs in mind, he illustrates a step system to understand if creating a product is, in fact, the best solution for a problem at hand.
Tune in next week for another episode in our Architecture, And series with Melodie Yashar, Space Architect.
Guests:
Zach Soflin, AIA, is the Founder and CEO of Layer, where he leads company operations and product development. With a decade of experience practicing and leading computational design and innovation initiatives, Zach’s passion for improving the building lifecycle drives the vision and energy behind Layer — a multi-platform app and Revit add-in that makes it easy for architects and engineers to connect rich building data to BIM. Zach speaks regularly about BIM and complex building data, including at the APT International Conferences, AEC Tech Symposium, AIA National Conference on Architecture and BILT Digital Week.
Show Links:
Learn more about Layer
See what Layer is up to on LinkedIn
Read The Next Normal in Construction McKinsey Report
Past Episodes Referenced:
PD #25: Architecture, And: Tech
PD #29: Taking the Leap from Architecture into Tech
PD #32: Designing a Technology-First Architecture Practice
PD #66: Architecture, And: Technology
PD #102: Architecture, And: An Evolving Career in Tech
How does a desire to make a difference bring visibility to underserved and marginalized students, and future practitioners?
On this episode of Practice Disrupted, we’re incredibly honored to be in conversation with Robert L. Easter, FAIA NOMAC, an AIA National Award winner, recipient of the 2023 Whitney M. Young Jr. Award, whose work broadens diversity, equity, and inclusion within the profession. Robert is the founding Principal of Kelso & Easter, Inc. (KEi) Architects, an award-winning full-service architecture firm passionate about the built environment and how it influences the world in which we live.
We begin the conversation by learning about Robert’s hope for the architectural industry. He shares where he believes there’s room for evolution, and the role his parents played in his determination to fight for, support, and uplift diverse communities.
From there, we learn about Robert’s response to winning the 2023 Whitney M. Young Jr. Award, and Robert’s path to becoming the 15th president of the National Organization of Minority Architects (NOMA). He describes his hand in its evolution, particularly in building relationships with students at Historically Black Colleges and Universities (HBCUs). Robert also describes the difference between “being rewarded” and “being rewarding” and illustrates some of his most meaningful takeaways and moments from his vast portfolio of work.
“Things are starting to change because you get involved in the fight. And you learn that you’ve got more allies than you think you do. And that there are people who want to help you achieve some of the goals that are important to you. There are a lot of biases I had when I was a young person that have gone away because of this endeavor.” – Robert L. Easter
To wrap up the episode, Robert shares why having empathy and compassion for the “most important social and cultural issues of our time” allow us to become better problem solvers in our personal and professional lives.
Tune in next week for the next episode in our Architecture, And series.
Guests:
Robert L. Easter, FAIA NOMAC is an AIA National Award winner, and the recipient of the 2023 Whitney M. Young Jr. Award. Robert began practicing in Baltimore, Maryland where he served as a Project Architect and designer for Ford & Associates, Inc. In 1992, Robert was elected as the fifteenth president of the National Organization of Minority Architects (NOMA), as a vigorous advocate for increased minority participation in the public and private sector building industry.
In 2017, Robert was invited to participate in the Dean’s Forum of the AIA’s Large Firm Round Table where he helped create partnerships between firms and the seven historically black colleges and universities (HBCUs) to advance the hiring and licensing process. In 2020, Robert was elevated to the AIA’s College of Fellows. Robert was also a member of the AIA Virginia Board of Directors and in 2022 was elected as the first African American to serve as the components president.
Robert recently retired as the chair of the Hampton University Department of Architecture after 15 years, where he adopted the Integrated Path to Architectural Licensing program. His work, both civic and professional, has been recognized in national print media, including NOMANews, the New York Times, Metropolitan Magazine, the Richmond Times Dispatch, the Richmond Free Press, Progressive Architecture Magazine, and Inform Magazine.
Show Links:
Connect with Robert on LinkedIn
Read AIA’s article about Robert
Learn more about NOMA
See Robert’s work at KEi
Past Episodes Referenced:
PD #09 Voices from the Future of the Profession
PD #68 AIA Whitney M. Young Jr. Honor Award Winners: RIDING THE VORTEX
PD #79 Increasing Black Women in Architecture