ESP INSIGHT 07
What New Golf Clubs Taught Me About Better Building Decisions
Different investments. Different industries. Surprisingly similar paths to success.
On October 31, 2026, I visited Sub 70 Golf for a professional club fitting. I wasn't simply shopping for another set of golf clubs. I wanted to understand whether different equipment could help me become a more consistent golfer.
Like most golfers, I've spent plenty of time practicing, making adjustments, studying performance, and occasionally wondering why something that worked perfectly yesterday suddenly doesn't work today.
Sound familiar?
As an architect, I see similar challenges when people begin planning a building project. They have an idea of what they want to accomplish, perhaps even a picture of what the finished product should look like, but the path between their initial vision and a successful outcome isn't always clear.
The more I thought about my golf fitting experience, the more I recognized how closely it parallels the architectural process we follow at ESP Architects.
Five stages. Two very different industries. One common principle: Better decisions create better opportunities for success.
1. Finding the Right Professional
Club Fitter vs. Project Fit Consultation
Before purchasing new irons, I needed to find someone who understood the equipment, the technology, and how different variables could affect my performance.
I wasn't looking for someone to simply sell me a set of clubs. I wanted someone who could evaluate my swing, understand my goals, and help me make an informed decision.
Choosing an architect should begin the same way.
Not every architect is the right fit for every project. Different firms have different areas of expertise, approaches to design, and methods of working with clients.
At ESP Architects, our Project Fit Consultation is intended to determine whether we're the right professional partner for a potential project.
Before discussing drawings, we want to understand what you're trying to accomplish, the challenges you anticipate, and whether our experience and approach align with your needs.
The first decision isn't what to build. It's who can help you make the right decisions.
2. Understanding the Goals Before Choosing the Solution
Professional Club Fitting vs. Strategy Session
During my Sub 70 fitting, we didn't begin by deciding which clubs looked the best.
We evaluated my swing, examined performance data, tested equipment, and discussed what I wanted to improve.
Ball speed, launch conditions, carry distance, descent angle, and consistency all contributed to the evaluation.
The goal wasn't necessarily to hit the longest shot. It was to find equipment that would help produce repeatable, predictable results.
That's an important distinction.
In architecture, our Strategy Session follows a similar philosophy.
Before investing substantial resources into design, we examine the project's goals, budget, site conditions, regulatory constraints, operational requirements, and potential opportunities.
We ask questions that may not have been considered yet.
Is the proposed project financially realistic? Does the site support the intended use? What zoning or building code challenges could affect the outcome? Are there alternative approaches worth exploring?
These conversations can influence decisions that ultimately affect hundreds of thousands—or millions—of dollars.
The objective isn't to begin drawing as quickly as possible. It's to understand what we're trying to achieve before deciding how to achieve it.
3. The Excitement of Seeing Something New
New Club Day vs. Initial Designs Issued
On November 10, my new Sub 70 699 Pro V2 irons and golf bag arrived.
For anyone who enjoys golf, you understand the excitement of new equipment.
You examine every detail, imagine the possibilities, and can't wait to put everything to work.
Receiving the first architectural designs can create that same excitement.
For the first time, an owner's ideas begin to take physical form.
Floor plans reveal how spaces might function. Exterior concepts establish the character of the building. Previously abstract ideas become something people can see, discuss, and evaluate.
But there's something important to remember.
New clubs don't automatically make someone a better golfer, and attractive drawings don't automatically make a building successful.
Both represent an important milestone, not the finish line.
The value comes from how well the proposed solution responds to the goals established earlier in the process.
4. Refinement Is Where the Work Continues
Practicing With New Clubs vs. Design Development
Even with professionally fitted equipment, I still need to learn how my new irons perform.
I'll spend time evaluating carry distances, shot dispersion, consistency, and how the clubs respond under different conditions.
Some adjustments may be necessary. Others will simply require practice and experience.
The fitting provides a strong starting point, but refinement is part of the process.
Architectural Design Development works much the same way.
Once an initial direction has been established, we begin evaluating the details more closely.
Building systems must be coordinated. Materials and assemblies need to be considered. Floor plans are refined. Structural and mechanical requirements influence decisions. Costs and constructability become increasingly important.
Sometimes an idea that looked excellent during the initial design needs adjustment when examined more thoroughly.
That's not necessarily a failure of the original concept.
It's part of developing a solution that works beyond the drawing board.
A good strategy establishes the direction. Careful refinement helps turn that strategy into a workable solution.
5. The Real Measure of Success
Your Best Round of Golf vs. Building Opening
Ultimately, I didn't purchase new golf clubs simply to admire them.
I purchased them because I want to play better golf.
More consistent shots. Better distance control. Fewer mistakes. Hopefully, lower scores.
Whether the equipment helps me achieve those goals will become clearer through practice and actual rounds of golf.
A building project should be evaluated with that same perspective.
The ribbon cutting is an exciting moment, but the true measure of success extends beyond opening day.
Does the building support the owner's operations? Does it serve the people who use it? Does it perform efficiently? Was the investment consistent with the project's financial objectives?
A beautiful building that fails to meet its operational or financial goals may not represent a successful investment.
Likewise, a thoughtfully planned building that performs as intended can continue providing value long after the excitement of opening day has passed.
Success isn't simply completing the project. It's achieving the purpose behind the investment.
Different Industries. The Same Decision-Making Principles.
Golf and architecture may seem unrelated, but both benefit from a remarkably similar approach:
Research: Understand the available options and potential challenges.
Experience: Work with professionals who understand the variables.
Strategy: Establish clear goals before committing resources.
Execution: Translate informed decisions into action.
Refinement: Evaluate performance and make adjustments where necessary.
The process doesn't eliminate uncertainty or guarantee a perfect result.
What it does is provide a more informed foundation for making decisions.
That's particularly important in architecture, where decisions made early in a project can influence construction costs, operating expenses, long-term flexibility, and the overall success of an investment.
Strategy First. Design Second. Success Always.
At ESP Architects, we believe the most valuable architectural work often begins before the first line is drawn.
It begins with understanding the problem, identifying opportunities, evaluating constraints, and helping owners make informed decisions about their investments.
Whether you're purchasing golf clubs or planning a new building, there's value in taking the time to understand what you actually need before committing to a solution.
My new irons are ready. Now comes the challenge of putting them to work.
And just like architecture, I'm looking forward to seeing how the decisions made during the planning process translate into actual performance.
Every line on paper represents a decision. Make those decisions count.
Ready to Explore Your Next Building Project?
Whether you're considering a multifamily development, commercial facility, adaptive reuse, or specialized building, understanding the opportunities and challenges early can make a meaningful difference.
Learn more about The ESP Method and how our Project Fit Consultation and Strategy Session help establish the foundation for informed architectural decisions.
ESP Architects, LLC
STRATEGY FIRST. DESIGN SECOND. SUCCESS ALWAYS.