Today we will be speaking with Michael Bernard AIA.  He is the founder of Virtual Practice Consulting, where he provides strategic advice to design and construction firms.  He’s been a professor in the architecture department at the California College of Art in San Francisco since 2006 and has served as a director on the board of the San Francisco chapter of AIA and on the board of the AIA California Council. He’s led several committees  and served as architect advisor to the academy for emerging professionals at the AIA San Francisco. Michael’s Origin Story Michael discovered architecture as a 10 year old when he was inspired by house plan magazines at the supermarket and built 3D models as a child. In college, he studied psychology with the intent of becoming a clinical psychologist. While he was teaching French to exchange students during summer school, a colleague noticed him sketching and asked if he’d ever thought of architecture as a profession. Michael started in design and worked for Charles Moore in Los Angeles. After some time, he went to work for a larger technical firm because he wanted to learn what the underpinning was of design. Over the course of his career, he always wanted more. He finally realized that what he loved most about architecture is the creative team that makes a project happen.   In today’s episode we will be discussing: The importance of defining culture in a business for high performance The evolution of leadership all business owners must  journey through We discuss the dangers of ‘Design React Mode’   To learn more about Michael Bernard visit his: Linked In: https://www.linkedin.com/in/michael-bernard-67b6b84/ Website: https://v-prac.com/ Instagram: https://www.instagram.com/michael_bernard_/?hl=en   Participate in the largest-ever survey on what small architecture practices are charging? Visit: https://www.businessofarchitecture.com/feesurvey   ► Feedback? Email us at podcast@businessofarchitecture.com   ► Access your free training at http://SmartPracticeMethod.com/   ► If you want to speak directly to our advisors, book a call at https://www.businessofarchitecture.com/call   ► Subscribe to my YouTube Channel for updates:   https://www.youtube.com/c/BusinessofArchitecture   *******   For more free tools and resources for running a profitable, impactful, and fulfilling practice, connect with me on: Facebook: https://www.facebook.com/groups/businessofarchitecture Instagram: https://www.instagram.com/enoch.sears/ Website: https://www.businessofarchitecture.com/ Twitter: https://twitter.com/BusinessofArch Podcast: http://www.businessofarchitecture.com/podcast iTunes: https://podcasts.apple.com/us/podcast/business-architecture-podcast/id588987926 Android Podcast Feed: http://feeds.feedburner.com/BusinessofArchitecture-podcast Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9idXNpbmVzc29mYXJjaGl0ZWN0dXJlLmxpYnN5bi5jb20vcnNz   *******   Access the FREE Architecture Firm Profit Map video here: http://freearchitectgift.com   Download the FREE Architecture Firm Marketing Process Flowchart video here: http://freearchitectgift.com   Carpe Diem!