The 10 Commandments of Design Culture, Strategy and Communications
Two kinds of architects populate this universe: those who understand culture and communications as a critical part of running their practice and those who don’t.
Let’s do a little mental exercise and picture two architects, both mid-career, with very similar experience and talent:
Architect numero uno is deeply invested in the success of her business and although her talent has gotten her some attention, she understands that a prosperous company needs much more than sheer artistic genius. She invests equally in the success of her stakeholders: employees, client and suppliers. As a result, she gets work that’s profitable, that she’s passionate about and challenging but delightful clients, which often become her friends. Her employees are happy and invested in their work and her suppliers are very friendly and accommodating.
Architect numéro deux believes that his great talent alone will bring him all the work he needs to be successful. Alas, his reality is different and his business has a high turnover rate, his clients are often pissed off at his lack of professionalism and his suppliers have stopped any largesse after his nth unpaid bill. Yes, he got his big break when talent alone got him his first commission, but it hasn’t gotten any better since and he’s been riding that wave for 20 years. The cognitive dissonance between his idea of a successful business and his reality is staggering and sadly, doesn’t realize that business as usual will eventually, well, put him out of business.
As an architect, your success largely rests on your ability to create, develop and foster a purposeful culture that promotes value-based decision making and business practices as well as open and clear communications. It really boils down to the way the information flows between designers, clients, employees and suppliers. It starts with the way you communicate inside your company, with employees and suppliers, as well as outside, with clients and prospects.
Since we care greatly about your success and that of the industry, here are the 10 commandments of design culture, strategy and communications. If you’re practicing in this field, they will help you identify which areas you may need to work on and act as a guidepost to help you make the important decisions for your business: