187: ‘It’s Just Poly’s on a Map’, with Rob Asher and James Blackwood
A conversation with Rob Asher and James Blackwood about exploring the integration of design and data, the challenges of traditional architectural tools, and how Giraffe empowers architects to leverage technology for better decision-making and streamlined workflows in urban planning.
Rob Asher and James Blackwood join the podcast to talk about the real-world complexity of designing and delivering projects—and how their work at Giraffe is bridging the gaps between technology, governance, culture, commercial intent, and design.
We explore the limits of traditional tools and approach, the pitfalls of over-simplified models, and why real integration requires more than just good geometry. Rob and James share insights from their experience building Giraffe—a collaborative platform that combines design tools, mapping, data, and financial modeling—to empower better, faster, and more informed decision-making across teams and disciplines.
Watch this on YouTube:
Episode links:
Connect with the Guests
- Rob Asher on LinkedIn
- James Blackwood on LinkedIn
- Giraffe website - try for 2 weeks for free
- Giraffe on LinkedIn
Books and Philosophies
- Christopher Alexander’s A Pattern Language
- Amazon Link
- A foundational work in architectural theory that emphasizes user-centered design—an underlying philosophy reflected in TestFit’s practical approach to site planning.
- Stewart Brand’s How Buildings Learn
- Amazon Link
- Highlights the adaptive nature of architecture over time, relevant to the notion of flexible, real-time site planning tools.
- Richard Sennett’s The Craftsman
- Amazon Link
- Explores how mastery and tool use define human capability, relevant to the evolving tools for urban planning and architecture.
About Rob Asher:
Rob Asher is the CEO of Giraffe, an early stage real estate development platform that accelerates finding, assessing, and developing sites, which he co-founded in 2017. Supported by real time data from designs and detailed customization opportunities, Giraffe empowers users with connectivity to quickly scale developments with confidence.
Rob sits at the intersection of real estate development and technology. As CEO of Giraffe, he is the driving force behind ensuring cities’ digital transformations are equitable, sustainable and in concert with the people that live there.
Prior to founding Giraffe, Rob worked as an architect at Cox. Working with a global client base, he used his technical expertise with parametric modelling and building information modelling (BIM) to develop design approaches that emphasized robustness, reusability and community.
In addition to his work as an architect, Rob taught at the University of New South Wales in Sydney. He brought his global hands-on experience in creating equitable, sustainable, livable cities to the classroom to educate future architects, developers and planners.
Rob lives in Sydney, Australia with his family.
About James Blackwood:
James is the CRO of Giraffe, and a leader skilled at guiding traditional enterprises through data transformation.
As part of the founding team of Giraffe, James has successfully led its go-to-market strategy across multiple markets (US, APAC, ME, UK/EMEA). James is pivotal in educating how urban professionals can unlock, utilize and leverage digital workflows across capital allocation, design & planning & governing bodies.
With his combined background in enterprise leadership, data and Saas technology, James encompasses a unique perspective on where the AEC industry is headed and what the steps are to get there. He is driven by his passion for the potential for city maker’s shift to digital & generative workflows and the opportunity that awaits.
