ArchitectCEO Update: One Key to Winning Better Projects and Clients. Recently I went to the auto parts store buy some oil for my car. I walked through the store and was greeted by an entire wall of oil - expensive oil, cheap oil, brand name oil and no-name oil, high performance oil and well ... regular oil. This got me thinking about the foundational key I teach every architect who I work with. This ONE KEY forms the foundation of every successful pratice I've studied and worked with. To discover more about winning better projects and clients, register for my next FREE Live Architect Masterclass: http://architectresources.org/ij9ht74