SELLEST OSAST
How can architecture leaders navigate economic uncertainty, build authentic brand voices, and transform practice operations through live connection and practical AI tools?
In the Season 13 premiere of Practice Disrupted, host Evelyn Lee opens the season with a dynamic roundtable featuring Aya Shlachter and Nikita Morell. Aya is the founder and CEO of MGS Global Group, the production partner behind more than 500 architecture firms worldwide, and host of the AI for Architects and Architect My Business podcasts. Nikita is an architecture messaging strategist and the founder of Dirt, a brand messaging agency for AEC tech and construction companies. Together, they discuss the state of the industry, why traditional practice models need a fresh approach, and why they co-founded Archicon, the "unboring business conference" landing in Melbourne, Australia.
The discussion explores the pressing business challenges facing AEC firms today, from drying pipelines and economic uncertainty to standing out in a crowded market. Rather than relying on traditional formats, Aya and Nikita break down how Archicon flips the standard conference setup by using shorter 15-minute presentations, extended Q&A sessions, candid panels on firm failures and regrets, and a total ban on all-black dress codes. The trio also delves into the operational shifts necessary to build sustainable practices - emphasizing how clear systems, business model refinement, and operational efficiency give leaders the headspace needed to think strategically about their firm's future.
"You can be professional and have personality, and you can learn and have fun too. It doesn't have to be so serious." - Nikita Morell
Looking toward the future of practice, Evelyn, Aya, and Nikita tackle content creation, personal branding, and the practical implementation of AI. From leveraging dynamic tools like Notion and custom AI agents to guardrail email workflows and record repeatable tasks, they emphasize that technology should support human judgment rather than replace a unique brand voice. They also preview an upcoming masterclass collaboration between Evelyn and Nikita designed to give practitioners actionable, high-impact AI skills for positioning and practice growth.
Guests:
Nikita Morell is a messaging strategist who has spent over a decade helping architecture firms around the world articulate their value and win better projects. She is the co-founder of Archicon and founder of DIRT, and is widely known for her sharp, thought-provoking insights on branding and business in the AEC industry.
Aya Garcia Shlachter is the Founder and CEO of MGS Global Group and co-founder of Archicon, with nearly two decades of experience helping architecture firms grow and scale. A recognized entrepreneur, AI thought leader, and podcast host, she empowers architects to build future-ready practices through strategy, technology, and leadership.
This episode is especially for you if:
✅ You want to explore new, "unboring" formats for business development, industry networking, and conferences like Archicon.
✅ You are looking to overcome pipeline slowdowns and differentiate your practice through clear positioning and distinct brand messaging.
✅ You want to streamline practice operations using systems like Notion, ClickUp, and CRMs to reduce mental load and gain strategic headspace.
✅ You want to build authentic trust with potential clients by embracing content creation, personal storytelling, and human-centered marketing.
✅ You are seeking practical, actionable ways to integrate AI, speech-to-text tools, and custom workflows into your firm without losing your unique practice voice.
What have you done to take action lately? Share your reflections with us on social and join the conversation.
📍 Show Links:- Learn more about ArchiCon 2026
- Learn more about Nikita Morell
- Connect with Nikita on LinkedIn
- Connect with Aya on LinkedIn
- Listen to a previous episode featuring Aya Garcia Shlachter
- Listen to a previous episode featuring Nikita Morell
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