A great name isn’t just a label; it’s a strategic tool that can shape your firm’s success and identity for years to come. This week on the EntreArchitect Podcast (Episode 591), I sat down with Emily Hall, President of AVEC, to dive deep into the art and strategy behind naming an architecture business.

From starting her own practice in the mid-80s to grappling with the complexities of managing a firm, our guest offers invaluable insights into the business side of architecture. She reflects on the struggle against the profession's historical aversion to business acumen.