Watch this episode on YouTube

Architecture is often thought of as the art of designing buildings, but Danny Forster sees it as something much bigger: the art of communicating an experience before it exists.

In this episode of The Intangible Brand, Jerry Gennaria and Julie Hammond sit down with architect, Emmy Award-winning television host, and founder of Danny Forster & Architecture to explore how storytelling shapes the built environment. Danny explains why architects aren't really delivering buildings. They're helping people imagine a future, understand how they'll experience a space, and connect emotionally to a vision long before construction begins.

The conversation expands beyond architecture into branding, leadership, artificial intelligence, and communication. Danny shares why every profession is ultimately in the business of telling stories, how AI is changing the relationship between experts and clients, and why curiosity remains one of the most valuable traits for leaders navigating uncertainty.

Whether you're designing workplaces, building brands, or leading teams, this episode offers practical insights into making the intangible tangible.

In this episode

• Why architecture is fundamentally an act of communication
• The role storytelling plays in helping clients experience the future
• How physical spaces shape culture and organizational identity
• Why the best design begins with understanding human experience
• How AI is transforming creative work and professional services
• The importance of curiosity, empathy, and clear communication in leadership
• Lessons from Danny's career spanning architecture, television, entrepreneurship, and education

Key Takeaways

• Great design is about creating an experience, not simply delivering a product.
• Storytelling helps people understand ideas they can't yet see.
• Architecture, branding, and communication all begin with empathy for the audience.
• AI is changing how experts communicate, but it won't replace the need for human judgment and creativity.
• The strongest brands are built by intentionally shaping the experiences people have every day.

Resources & References

• Danny Forster's TED Talk

About Danny Forster

Danny Forster is an architect, Emmy Award-winning television host, TED speaker, entrepreneur, and founder of Danny Forster & Architecture. Throughout his career, he has combined architecture, storytelling, and technology to help organizations communicate the vision behind the spaces they create. His work spans hospitality, urban planning, residential design, modular construction, and media, with projects ranging from Marriott developments to Taylor Swift's penthouse renovation.

Connect with Danny

Website: https://www.dannyforster.com

LinkedIn: https://www.linkedin.com/in/dannyforster/

Instagram: https://www.instagram.com/dannyforster

Connect With Us

Follow the Hosts: Jerry Gennaria & Carl Winstead

Learn More about TOKY & Cline

Get In Touch: hello@theintangiblebrand.com

Watch on YouTube

Jeff Sample believes employee experience starts with a simple question: do leaders truly understand what their people go through every day?

Jeff joins Jerry Gennaria and Carl Winstead to discuss how organizations can create stronger cultures by focusing less on slogans and more on understanding the realities of work. Drawing on his background in IT, software development, construction technology, and field operations, Jeff explains why empathy, trust, and curiosity are essential leadership skills.

The conversation explores how culture influences business performance, why technology initiatives often fail when they ignore employee needs, and how organizations can create environments where people feel supported, valued, and able to do their best work.

For leaders in AEC and professional services, the episode offers practical insights into building cultures that improve both employee and client experiences.

Key Topics Discussed

• Defining employee experience beyond compensation and benefits
• Why understanding daily work matters for leaders
• The connection between employee experience and client experience
• Building trust during organizational change
• Technology adoption and employee buy-in
• Culture as a business enabler
• Creating psychological safety and accountability
• The role of curiosity in effective leadership
• Why relationships remain central in a digital world
• Retention, engagement, and employee value

Resources Mentioned

• How Big Things Get Done by Bent Flyvbjerg and Dan Gardner
• The Curiosity Shop with Adam Grant & Brené Brown
• ConTechCrew Podcast

About Jeff Sample

Jeff Sample is Senior Industry Development Manager for Trades at Bluebeam, where he works with specialty contractors and construction professionals to improve workflows and operational performance. With more than 25 years of experience spanning IT, operations, software development, and construction technology, Jeff is known for helping organizations bridge the gap between technology, culture, and business outcomes. He is also co-host of the long-running ConTechCrew podcast.

Connect With Us

Follow the Hosts: Jerry Gennaria & Carl Winstead

Learn More about TOKY & Cline

Get In Touch: hello@theintangiblebrand.com

Watch this episode on YouTube

In this episode, Jerry and Carl talk with Jill Davis, Chief Strategy Officer at Cline, about what experience really means inside an AEC firm.

Jill’s work sits at the intersection of marketing, strategy, brand, client relationships, and internal culture. She explains why a firm’s brand is not just what it says externally. It is also how people inside the firm work together, communicate, make decisions, and show up for clients.

The conversation explores how Cline has thought about growth, leadership transition, rebranding, and the challenge of making something as abstract as “experience” feel tangible. Jill also shares why relationships and professional networks matter, especially when leaders face decisions they cannot make alone.

In this episode, we cover:

• Jill’s path from marketing director to Chief Strategy Officer
• Why Cline’s brand needed to catch up with who the firm had become
• How internal culture affects external client experience
• Why architects and designers may need to think more intentionally about the business relationship side of experience
• How outside perspective can help a firm better understand itself
• Why communication is central to strategy
• Jill’s advice to build a strong professional network

Resource mentioned:

• SmartLess podcast

Where to find Jill:

• Jill Davis on LinkedIn

Connect With Us

Follow the Hosts: Jerry Gennaria & Carl Winstead

Learn More about TOKY & Cline

Get In Touch: hello@theintangiblebrand.com