A New Message for Architecture?

Architecture has long been perceived by the general public as a profession best represented by widely publicized, high-ego architects (starchitects). Media attention, industry celebration, employee practices, and education all seem to be generally influenced by a very select few over the course of several decades. While alot of this design is certainly visually “interesting” does it
actually represent what the majority of architects do on a day to day basis? Is this how we want our entire industry to be understood and/or driven? Has this influence led our industry to operate within a business model that does not actually represent us? Do we want a different understanding of the architectural industry in the future?

I would like to revisit the lively conversation we had in our last session. We discussed the value of architects, public perception of the same, a few hot-button issues – recall the question “why does much of the general public object to paying architectural fees to actually CREATE the entire idea of the building but will think nothing of paying a realtor/broker’s fees to SELL that same building?” --- and other topics such as the Architect’s role in contributing to the community, educating the community as to what we can offer, non-traditional roles for architects, creating a new vision for the public understanding of architecture, etc.

That conversation covered a lot – and quickly. There was some definite passion shown at times during this discussion, (e.g. Zoe’s statement regarding contributing to the community: “there is NEVER a good time, so just do it!), and we have had a few blog post hitting this question in various ways.

At some point during this February session we discussed the idea of using a portion of this group’s time and intellect to create OUR vision of what we think the profession should be communicating to the public. Personally, I am energized by the idea of this group coming together to explore a “new understanding” of what the architect can bring to our community, on a local level, and perhaps, broader level. This seems daunting to be sure (has been a long-running issue), but I think this is a very worthwhile exercise. You have to start somewhere, why not here?

Think about it this way – we have had multiple firms’ CEOs, a national editor, the Ohio AIA president, and a national AIA lobbyist speak to us so far….and a lot of our own questions and debate. We have heard a lot of good perspective so far --- what are we going to do with it? Here are some of my notes that apply to the general topic of “Understanding / Communicating /Reinterpreting(?) the Value of the Architect”.

In March, let’s see if we can narrow this down. Why is there a lack of understanding or buy-in to the value of architecture? Is this a question of industry focus? Of willingness to accept risk? A general shift by the industry tied to societal trends overall? If the industry needs a “rebranding effort” what does that core message need to be?

Questions, notes & quotes from various Vision sessions so far.

“the public views architects as credible / problem-solvers / creative out-of-box / facilitators” This is a good place for overall perception, but how does this translate into “perceived value” when deciding to use architects?
· we are able to take the skills of architecture and apply them to the vague issues of society”
· Current AIA Ohio program: STAR Architecure = Speaking up to be Trusted Advisor Resource
· Brand Perception is not what you think it is, but it is what they think it is…Key Question – what should drive public’s understanding of architecture? Which one have we focused on as an industry: signature architecture” used by high$$ projects OR “value” needed by the majority of
clients?
· “sales is 90% listening (their needs) + 10% talking (yourself)” --- how does this apply to the BRAND of architecture?
· “Architecture is an economic driver…architects lead community programs that drive change.”
· “architects can build alliance around an issue”
· “architecture is a business, not a practice” We have to run a business to make a profit –
do not apologize for it.
· At a macro-level, the architects innate desire to create is in conflict with good business”
· “We need to lose big rather than win small” --- the individual’s short-term focused decisions affect the long-term health of the industry.
· focus of architecture for a healthier industry –“solution to current problems is not to go broader, but to go deeper”
· “clients want market-out advice (knowledge) after honest listening”
· Clients want architects to take responsibility –
can we do this in an effective way vs “just take the risk”?
· Is the current “business-focus” a 1st step on the path to long-term health (industry is committed to this change) or will this change back when the economy rebounds?
· How do we treat our own? True incentives vs running modern-day sweat shops?
· “architecture is the surplus beyond the traditional value of a building”
· “architecture is the path for people to have a better life in the space”
· “imagination is more valuable than knowledge”
· “architects need to be able to truly estimate cost, or we will never be able to take back the profession from contractors”
· “architecture is currently an undervalued career – we have not learned to leverage our skills yet”
· “we have to SELL what we do to succeed” (vs traditional “view” of marketing in architecture industry)
· Innovation drives advancement – need to truly understand the architectural clients’ needs in order to innovate

Principles of a GREAT BRAND: (do we need a new “brand” for architecture?)
· Has to be an engaging, compelling narrative
· Knows its customer
· Anticipates its customers desires
· Differentiate with great focus & clarity

And two quotes from Bob Gramann, stated within the first 10 minutes of the opening
session for the 2012 VISION classs. I think these apply.
· “behold the turtle…he only makes progress when he sticks his neck out”
· “vision without action = hallucination”

So let’s get moving on an issue that affects our industry. See you in a couple of weeks.