+ We have been up to a lot lately... and i'm quite confident that you all know one of the single most imperative aspects of keeping a small business running = clients, projects, work, income, relationships (which we believe are all interdependent).
+ As we are wrap up a couple of projects and open the door to potential clients we have a several observations and resultant thoughts to get off our metaphorical chests - as this process has opened our eyes to several things in the last month or so... and we sincerely believe this applies to ::
A. individuals/groups seeking architectural / design services,
B. the talented individuals conducting the bulk of the design and production, and
C. the leaders (the true leaders) who are attempting to guide this profession on an auspicious course.
+ As we are wrap up a couple of projects and open the door to potential clients we have a several observations and resultant thoughts to get off our metaphorical chests - as this process has opened our eyes to several things in the last month or so... and we sincerely believe this applies to ::
A. individuals/groups seeking architectural / design services,
B. the talented individuals conducting the bulk of the design and production, and
C. the leaders (the true leaders) who are attempting to guide this profession on an auspicious course.
--- wades through spotlight --- musters up courage ---
1. Let's not confuse the small with the weak...
+ It is no secret that some new ventures (including us) start small... and as we rapidly approach the passing of Steve Jobs we remember his legacy through his very strong messages... one of many countless clusters of wisdom ::
+ It is no secret that some new ventures (including us) start small... and as we rapidly approach the passing of Steve Jobs we remember his legacy through his very strong messages... one of many countless clusters of wisdom ::
 | "START SMALL. THINK BIG." |
+ It would be amiss not to say that there is a certain level of embarrassment or shame that appends itself to the concept of 'small' - yes, we even experience this from time to time. In attempt to persevere through these doubts we focus on the undeniable and notable... positive reinforcement through both research and a base of truth. Seth Godin - a force in the marketing and business world and undeniably one of the most effective thought leaders of our time - has a great excerpt on this in TOOLS FOR TITANS by Tim Ferris ::
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'Small' has shown us several things - it minimizes debt intake in its initial state, allows a more concerted effort to go into team / client relationships, and fosters development to occur at the core. Consider this... if the firm is small in numbers it typically comes with a less inflated fee (a by-product associated with less overhead) - which equates to a better deal for the client on the back end - simply due to the possibility of spending the money on said debt (a forced hand on profits). This course sets the table for spending more time and money on the project at hand... either through time value or technology or fee assessment. Additionally, if the firm is backed by a certain level of intentionality and skill - the inefficiencies, in theory, are reduced further. Consider the 'too many cooks spoil the broth' proverb... and we know that a good soup is only as good as the broth. Small - very well could be an asset - to a client and to the team. A team of few that embodies passion, poise and prowess will outperform 'numbers' any day of the week... all day, every day. With size, comes advanced complexity and a model that necessitates a certain demeanor of productivity over the quality of the product. Time and time again, essential items begin to slip (mission, vision, roles, responsibilities, and leadership get muddled, muddied or simply lost as growth ensues) and a debilitating act ensues - the objective transforms into stabilizing the machine - which often neglects the heart and soul of the company - yes, that's right - people.
--- the controversial statement ---
2. Architecture is architecture - no matter how you spin it...
+ Alright... this is important. If you are a potential client or a group of individuals seeking out an architect / designer / firm... proceed with caution when the term 'expert' is presented... First, if any one or any entity truly refers to themselves as an 'expert' - that should immediately fire up a red flag faster than the $250,000 reward email in your junk box... the underlying message - 'we have stopped learning'. Expert implies best... and if they are truly a pinnacle power then the work will be self-evident - and from experience, no firm doing exceptional work will plaster themselves with terms associated with 'expert'. That point aside - this profession entails society, people, technology and people again... lots of people... therefore, it is indefinite, nebulous and ever-transforming.
FOR CONTEMPLATION :: other industries as analogy... coffee, alcohol, dining. No one coffee company, no one brewery, no restaurant is saying they are the best in the world - they are simply striving to put out the best product, with the best ingredients and some concerted effort to incorporate a distinguished level of innovation, character, or heritage - the accolades are a by-product of the intent. That said, there is a bedrock - cooking, roasting, brewing, distilling - they are the precept. They are the science, the formula, the technical aspect of the outcome. The similarity is noteworthy.
To expand, there are certain unalienable truths in this practice - a type of anchoring or underpinnings where 'architecture is always architecture'...
0. Education - we all have the same degree - and with this degree comes a very aimed and distinct set of skills. All academia has an agenda for architectural / design students specifically - creativity, critical thinking, impact of design on civilization, culture, work ethic (a very intense standard might I add), research and the list goes on and on. Architects, designers and associated trades are trained to consider every facet of design and the effects/potential it has on society. So, it starts there and then unfolds into the profession...
1. Building Tectonics/Construction Methodologies :: spans across all project types. And if the designer carries weight - he/she/they/we understand this. In the very basics of comprehension, a building is a building - from a mid rise residential tower to an art museum - the constant can be found in a general knowledge of materials, procedures, systems and how a building comes together.
2. Building Program (corporate office, school, church, house, etc.)... They all involve... yes, your intuition nailed it again... people. And good designers - the ones who truly care - will study this with a sharp focus, a listening ear, and a curious mind. A firm with a specialty-linked project portfolio does not translate to 'great design' or 'great experience'. This can be found behind a group of individuals with a certain gusto for creating an exceptional product - despite the specificity of program.
3. Design + Drawing process :: Believe it or not - after many hours at many firms - similarities are dominantly experienced in the actual process of a project - from a single family residence to a new high-rise development... the progression of design is impressively analogous... minus a few idiosyncrasies specific to each firm - which become unearthed in their standard operating procedures, studio culture or mission.
The Rundown ::
(once the job is landed)
1. Programming - configuring how much space is needed, required, wanted for certain functions and the sizes that are entailed.
2. Budget Analysis- I sincerely and emphatically hope every project goes through this step at an early phase - especially in these times of a humming marketplace... and please have your designer / architect be a part of this formulaic study from the very initial states... I can assure you (despite the potential uneasiness in the initial conversations) this will save you sweat and turmoil on the latter stages of the project.
3. Schematic Design (SD) :: the very initial design steps of a project. Lets just call it the fun part for sake of argument.
*** THIS STAGE IS WHERE A TRULY STAND OUT DESIGN INDIVIDUAL OR AGENCY SHOULD SHINE ***
4. Design Development (DD) :: the approved design starts the digital drawing phase.
5. Construction Documents (CDs) :: the drawings and details and language get intricate, investigated and drawn at great depth and detail in order to help a contractor understand how to build + a city to permit the project.
6. Construction + Construction Administration... Giddy up.
*** WE BELIEVE, CONTRARY TO MANY FIRMS, THAT THIS IS THE SECOND MOST IMPORTANT STAGE IN THE ENTIRE PROCESS ***
Some steps may blur together and at times (sometimes more than anticipated or desired) , steps are re-visited but
the point - no matter the project at hand - they are all handled with the same approach and sequence.
+ Alright... this is important. If you are a potential client or a group of individuals seeking out an architect / designer / firm... proceed with caution when the term 'expert' is presented... First, if any one or any entity truly refers to themselves as an 'expert' - that should immediately fire up a red flag faster than the $250,000 reward email in your junk box... the underlying message - 'we have stopped learning'. Expert implies best... and if they are truly a pinnacle power then the work will be self-evident - and from experience, no firm doing exceptional work will plaster themselves with terms associated with 'expert'. That point aside - this profession entails society, people, technology and people again... lots of people... therefore, it is indefinite, nebulous and ever-transforming.
FOR CONTEMPLATION :: other industries as analogy... coffee, alcohol, dining. No one coffee company, no one brewery, no restaurant is saying they are the best in the world - they are simply striving to put out the best product, with the best ingredients and some concerted effort to incorporate a distinguished level of innovation, character, or heritage - the accolades are a by-product of the intent. That said, there is a bedrock - cooking, roasting, brewing, distilling - they are the precept. They are the science, the formula, the technical aspect of the outcome. The similarity is noteworthy.
To expand, there are certain unalienable truths in this practice - a type of anchoring or underpinnings where 'architecture is always architecture'...
0. Education - we all have the same degree - and with this degree comes a very aimed and distinct set of skills. All academia has an agenda for architectural / design students specifically - creativity, critical thinking, impact of design on civilization, culture, work ethic (a very intense standard might I add), research and the list goes on and on. Architects, designers and associated trades are trained to consider every facet of design and the effects/potential it has on society. So, it starts there and then unfolds into the profession...
1. Building Tectonics/Construction Methodologies :: spans across all project types. And if the designer carries weight - he/she/they/we understand this. In the very basics of comprehension, a building is a building - from a mid rise residential tower to an art museum - the constant can be found in a general knowledge of materials, procedures, systems and how a building comes together.
2. Building Program (corporate office, school, church, house, etc.)... They all involve... yes, your intuition nailed it again... people. And good designers - the ones who truly care - will study this with a sharp focus, a listening ear, and a curious mind. A firm with a specialty-linked project portfolio does not translate to 'great design' or 'great experience'. This can be found behind a group of individuals with a certain gusto for creating an exceptional product - despite the specificity of program.
3. Design + Drawing process :: Believe it or not - after many hours at many firms - similarities are dominantly experienced in the actual process of a project - from a single family residence to a new high-rise development... the progression of design is impressively analogous... minus a few idiosyncrasies specific to each firm - which become unearthed in their standard operating procedures, studio culture or mission.
The Rundown ::
(once the job is landed)
1. Programming - configuring how much space is needed, required, wanted for certain functions and the sizes that are entailed.
2. Budget Analysis- I sincerely and emphatically hope every project goes through this step at an early phase - especially in these times of a humming marketplace... and please have your designer / architect be a part of this formulaic study from the very initial states... I can assure you (despite the potential uneasiness in the initial conversations) this will save you sweat and turmoil on the latter stages of the project.
3. Schematic Design (SD) :: the very initial design steps of a project. Lets just call it the fun part for sake of argument.
*** THIS STAGE IS WHERE A TRULY STAND OUT DESIGN INDIVIDUAL OR AGENCY SHOULD SHINE ***
4. Design Development (DD) :: the approved design starts the digital drawing phase.
5. Construction Documents (CDs) :: the drawings and details and language get intricate, investigated and drawn at great depth and detail in order to help a contractor understand how to build + a city to permit the project.
6. Construction + Construction Administration... Giddy up.
*** WE BELIEVE, CONTRARY TO MANY FIRMS, THAT THIS IS THE SECOND MOST IMPORTANT STAGE IN THE ENTIRE PROCESS ***
Some steps may blur together and at times (sometimes more than anticipated or desired) , steps are re-visited but
the point - no matter the project at hand - they are all handled with the same approach and sequence.
--- clears throat, drinks water --- segue ---
3. Hire for appetite, talent and passion...
not repetition of product or dare I say 'expertise'...
not repetition of product or dare I say 'expertise'...
Potential clients to any firm - this is what I hope :: reward the job for the firm's fire, because they are passionate, vigorous, curious, relentless in their pursuit. Reward the grit, the motivation, the desire to deliver an unimaginable end product. Be weary of the 'this is what we do mentality' - of complacency - of 'yes' - of the oversell. Find the honesty in the potential hire, establish their drive, investigate their process and in turn, purpose. Know the entity in which you are investing your time, energy, dollars and legacy. Questions, conversation, criticism are lifelines to progress.
yeah, yeah, yeah... but whats the point ? !
. We started this company with a mission in mind = 'revitalization of the profession'. With that comes a certain level of self-sacrifice on behalf of attempting to better said subject. For us - its the design profession and all it entails, from our team, to the projects, to the process, to the clients, to the product - and that comes with examination, contemplation and honesty after observation. We find duty and honor in breathing truth into the complexities and confounding nature of 'architecture'. In all transparency, we witness and have experienced, first hand, so many missed opportunities. So, we are just doing our part to shed a little light on these pain points while doing our absolute damnedest to 'advance the condition'. We believe communication is key to success in any avenue - and we also believe that as designers it is our moral obligation to lead, educate and inspire.
There are a plethora of firms backed by individuals who have an insatiable appetite for design, for their team, for the clients... us included - and I will put us up against any design firm in town. All we ask - is that you (client and designer) seek the firm that is truly doing great work, who aspires to better their corner of the world, who speaks truth - no matter how difficult; the ones who fight for 'right' and who seek endlessly to take care of their time and yours, The ones who listen, embrace and protect your needs / wants / vision (client and team member alike) and deliver a remarkable response AND exceed all expectations - diligently crafting soul and narrative to your legacy that you never thought possible.
There are a plethora of firms backed by individuals who have an insatiable appetite for design, for their team, for the clients... us included - and I will put us up against any design firm in town. All we ask - is that you (client and designer) seek the firm that is truly doing great work, who aspires to better their corner of the world, who speaks truth - no matter how difficult; the ones who fight for 'right' and who seek endlessly to take care of their time and yours, The ones who listen, embrace and protect your needs / wants / vision (client and team member alike) and deliver a remarkable response AND exceed all expectations - diligently crafting soul and narrative to your legacy that you never thought possible.
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