I'm your host, Ryan Willard. And today, it's an absolute privilege to converse with Paul South House, who is a fellow architect, the pioneering force behind Paul South house architects, he was one of the Business of Architecture smart practice clients. So I know him very, very well, we had the privilege of working with Paul for about a period of 12 months where they really kind of made an enormous effort to change things in their in their businesses, they were already a very high performing business, and they really took it to the next level. They're based in the historic and beautiful city of Oxford, where, where this interview was filmed. So I had a little day off and trundled down to Oxford. And Paul gave me a tour around the beautiful University grounds and all the medieval Gothic delights that exists there. And his firm has really carved a niche in Oxford conceptualizing and executing housing developments and modern residences across the southeast of England. And they really their work embodies a blend of innovation and tradition. But what's also very interesting is that Paul being the pioneering force that he is, they have also implemented and opened up two other separate businesses, not most commonly associated with architectural practice. So one is Lin Raistlin re spirit and the which is essentially a hospitality label. So he's the brains and co owner of the hospitality the label Lin race, which is situated also in the heart of Oxford, Jericho. And this brand is really fostering a rich culture of indulgence through its two distinguished venues. So the first one is Lin race spirit, which is for connoisseurs and creators alike, where there's a splendid array of spirits and cocktails, which is where we actually filmed the interview and I indulged in a very nice non alcoholic spirit. And the other venue is Pina, which is a more classical indulgence where one can savor nuances of fine wines, artisan cheeses, and charcuterie. So both places absolutely beautiful, stunning, stunning interiors, I highly recommend to go down and have a look. And in this conversation, Paul and I discuss the kind of lessons learned from opening up this hospitality brand, how the hospitality brand has started to influence poor South house architects how they've started to use it as a place to embed themselves into the community, how they can be facilitators and thought leaders have architectural conversation. In Jericho. It kind of anchors them into a commercial community as well of shop owners and business owners. They've got this very prominent front facing openness to, to Jericho now to Oxford City, which makes it very, very interesting. And of course, the lessons learned from working in hospitality, I think are very, very interesting. And one of the first things Paul starts to discuss is, you know, as an architect, when we're running an architect's practice, we make the mistake of trying to do everything ourselves. One of the beauties of running a business where perhaps you're, you're you know less about it, is that very quickly, you know, that you need to bring in experts, you know, you need to bring in other people who can operate various sides of these businesses. So, again, I've met and spoken with many architects or many design, housing design firms, for example, who aren't helmed by an architect and they tend to be very successful, because the entrepreneur at the top is very good at making sure that he puts people in place. And this is one of the one of the main kinds of conversations that Paul and I explore. Anyway, it was brilliant. Paul and his practice, very inspiring. Do too count that work and sit back, relax and enjoy a rock and roll architecture practice with Paul, South house. Paul, Welcome to the Business of Architecture. How are you?