What do we offer our clients? What is it they want?
I know what I think we think they want… beautiful design. Heck, they might even say that’s what they want. If that’s what they really wanted though then I think they would choose there architects differently… if we’re the Apple of Architects in town then why are we thrown into the hopper as if we were a Dell or a Compaq or a HP? If they were passionate about design (like Apple fans are) the choice would be obvious. But either we’re not getting that sort of client or we’re not of that caliber.
So maybe we could ask what is it that makes someone choose a Dell over a HP or a Compaq. What are they looking for in the Dell that they don’t see in the others? And, most importantly, what, if anything, can we learn from this? Part of the answer depends on what they’re looking for in a computer… and, as we just talked about, it’s probably not design. And really, the fact that it’s not about design is really all I think we need to say.
If it’s not design, what is it they’re looking for? What story are they looking for? What is their world view about all of this?
budget, schedule, program, maintenance… all that “boring” stuff… or rather the stuff we think is boring -maybe, to them, all of that stuff is as important to them as design is to us
how do you resolve then the seeming disparity when they say they want design? are they telling the truth or are they telling us, and their peers, what they want us and them to hear? if they really were interested in the design how would they show it, what evidence would we have? but yeah, I do think they care, at least enough to hire firms like ours instead of the hacks that are out there.
Still, the question remains, how do we separate ourselves from our competition? What do we do that is 10x better than everyone else? What edge can we, do we, occupy?
we talk about LEED (but so does everyone else) – and so i guess that’s no really an edge – so think about edges for a bit