Avoiding Costly Miscommunication in Architecture: Clearer Client Communication with Usman Yaqub

Jon Clayton hosts Architecture Business Club with guest Usman Yaqub, president of the Chartered Institute of Architectural Technologists and director at Studio Yaqub Architecture, to discuss how miscommunication and technical jargon damage projects and client relationships. Usman explains that clients, contractors, planners, engineers, and consultants view the same project through different lenses—emotional investment, buildability and program, or compliance and policy—so communication must be adapted to what “success” means for each audience and to reduce “scope canyons” between silos. He shares examples where stakeholders misunderstood milestones and where “planning approval” was wrongly assumed to mean ready-to-build, stressing the need to confirm understanding. Practical tactics include using relatable explanations, storytelling, and visual tools like drawings, BIM, and visualisations, plus framing meetings to invite questions.

Today’s Guest

Usman Yaqub is the current President of The Chartered Institute of Architectural Technologists & Director at Studio Yaqub Architecture. He’s an Associate Lecturer at The University of the West of England and holds positions with a number of charities and not for profit organisations. He also established the popular online CPD series - CPD in 43.

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Episode Highlights

00:00 Introduction

01:12 Meet Usman Yaqub

02:11 Different Lenses Different Goals

03:33 Keeping Clients Emotionally Engaged

05:10 Bridging Scope Canyons

06:19 Jargon That Backfires

06:58 Simplicity Shows Expertise

08:04 Making The Process Accessible

10:09 Miscommunication Stories

10:46 Milestones And Expectations

11:59 Planning Approval Confusion

13:12 Spotting When They Don't Get It

14:50 Planning Vs Building Regs Explained

16:25 Bookending Meetings For Clarity

18:28 Tailoring To Each Audience

22:05 Storytelling And Visual Tools

23:57 Biggest Communication Advice

24:59 Final Thoughts And Where To Connect

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Key Takeaways

Think about who you are talking to

Everyone you work with sees a project differently. A client cares about how it will change their life. A contractor cares about how to build it. A planner cares about rules and policy. When you understand what matters to each person, you can talk to them in a way that makes sense for them — and things go much more smoothly.

Simple words show more skill than big ones

Using jargon might make you feel clever, but it can leave people confused and too embarrassed to say so. The real skill is taking something complex and explaining it in plain language. If someone walks away understanding you, that is a much better result than if they walk away impressed but lost.

Good communication means checking understanding, not just sharing information

Saying something clearly is only half the job. You also need to make sure the other person has understood it the same way you meant it. Watch for small signs — hesitation, odd questions, or repeated words — that tell you there may be a gap. Ask "what questions do you have?" instead of "do you have any questions?" to give people a proper chance to speak up.

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