Episode
Building a Business, Brand, and Culture with Natalia Castro
- Podcast
- AEC Marketing for Principals
- Published
- Aug 18, 2025
- Duration seconds
- 2287
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Summary
Great firms aren’t just built on great design; they thrive through smart operations, strong culture, and client-focused strategy. Natalia Castro, COO of Saltz Michelson Architects, shares her unconventional path from crime analysis to leading operations in a 50-year-old legacy architecture firm. She explains how prioritizing internal culture directly impacts client satisfaction, why listening is an underrated business advantage, and how strategic thinking can open new market opportunities lik...