Jeff Echols is one of the most knowledgeable marketing experts for the architecture industry. His content is always on point and geared towards the most common mistakes that architects make in their marketing (check out his build a brand podcast, a beautiful series executed to perfection and completely riveting).
In this video, he interviews himself and delivers some great insights at the same time. I'm still scratching my head as to how he recorded and edited it, because I can't figure it out for the life of me.
It's 12 minutes well spent.