When you go to a normal architecture firm they aren't going to be innovative in terms of their systems. They're not going to be thinking of the whole lifespan of this project, or how do we document every single light bulb, or every product, so that when a chair breaks in a conference room, we can replace it right away.
I began in radio in 1997 on a radio show hosted by a now very famous comic, Jamel Debbouze. I would fake call listeners.