the future of architectural practice farmers, hunters and bomber pilots
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The future ofarchitectural practice
FARMERS, HUNTERS and BOMBER PILOTS
Architecture Exchange East 2010Richmond, VirginiaNovember 5, 2010
Welcome to Architecture Exchange East 2010
Visit the ArchEx
Exhibit Hall and qualify to
win aSmith
Mountain Lake Family
Vacation Grand Prize Giveaway!
Virginia Society AIA is a registered provider with the American Institute of Architects Continuing
Education Systems. Credit earned on completion of this program will be reported to CES Records for AIA
members. Certificates of completion for non-AIA members are available on request.
This program is registered with the AIA/CES for continuing professional education. As such, it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner of handling,
using, distributing, or dealing in any material or product. Questions related to specific materials, methods, and
services will be addressed at the conclusion of this presentation.
Agenda
The Current SituationThree Paths forward
A Strategic approachSome thoughts on the ideal
Job creation versus graduates
Tom FisherThree Models for the Future of Practice
(Architecture) … has lost its way,
… and is now facing the consequences. …the 40%
unemployment rate of architects
… the rising liability, the declining profitability, and the
eroding power of this profession are not
…the result of … recession.
Job creation versus graduates
Total architecture employees in thousands
220 July 2008
165July 2010
Job creation versus graduates
Current annual architectural job growth rate
2,500 - 5,000
Job creation versus graduates
Architectural school graduates each year
> 5,000
Job creation versus graduates
Percentage who may become licensed
50%
Job creation versus graduates
Architects per million population
690 2010
1751960
Job creation versus graduates
Architects are involved in a declining fraction of construction…fewer architects
Job creation versus graduates
25-year trends
Oversupply of entrants
Increasing sophistication of clients
Competition with other professions
Competition within the profession
Speed/time
Commoditization
Job creation versus graduates …a doctor, a lawyer,
an engineer and an architect
walk into a bar…
The Digital Revolution
Like the invention of movable typeVirtually eliminates the “middle man”
Challenges the status quo
The Digital Revolution
Like the invention of movable typeVirtually eliminates the “middle man”
Challenges the status quoTransforms work processes
Enables collaboration and association
For your consideration
Over the past 3 years our net revenue has…
In our firm the internet has…I personally have accounts with…We made serious changes to our
website…
Farmers
Are attached to one placeHave routines, local
knowledge, and lots of equipment
Farmers
Have routines, local knowledge, and lots of
equipment Are attached to one place
Invest time and energy for maintenance
Compete with agribusiness
Stantec acquires Burt Hill“Stantec's vision is to become and remain a top 10 global design firm. The Company has announced plans to acquire nine firms this year, strengthening nearly every practice and market in which it operates in North America.”
Are attached to one place
Are attached to one place
Farmers
Have routines, local knowledge, and lots of
equipment Are attached to one place
Invest time and energy for maintenance
Compete with agribusiness Are losing high value
“products”
Hunters
Find the game where it isExpect to be “on the move”
Can’t always see into the distance
Rely on good tracking skillsAre prepared for uncertainty
Bomber Pilots
Have the Odds against themAre always “all in”
Are fearless…. or foolishAim at a specific target
For your consideration
Today our business developmentstrategy is most like the…
I’m thinking it should be more like the…
The most important question to ask yourself when considering a
new project opportunity is….
Do I have an existing relationship with this
prospective client?
A Strategic Approach
People (who)Focus (what)
Tools (how)
Creating a Strategic Approach
People Focus Tools
It’s not about you
Do you complain about your clients?
Are you focused on awards and
recognition?Are you creating real
value for your clients?
Are you collecting accurate feedback?
Become a Thought Leader
Discover your passionWrite about it
Find an audience
The quality of our lives depends on preserving
meaningful places of those who came before
us.
Hanbury Preservation Consulting
“Preservation is not about the past …it is about the future.
It’s about shaping our communities by drawing the best from the past to
create a brilliant future.”
Values
Marketing Plan
VisionValues
Unique expertise or servicesOpportunities
CompetitorsObstacles and Threats
Refine your Processes
Be selectiveBe realistic about collateral materials
Master RFPs and Quals PackagesDevelop and master interview skills
Use effective visualization tools
Image courtesy of Fullcon Solutions
DiVEDuke
ImmersiveVisual
Environment
Leverage the Internet
Understand asynchronous communication
Investigate social networkingCollaborate
Build alliances
For your consideration
Our office culture supports our goals…Our client feedback program…
Our marketing plan is…When it comes to competition for
projects…
Rediscovering why you are here
What 2 things am I good at?What is my personal core purpose?
Am I interested in saving the planet?
KC Ramsay, AIAKC Ramsay Consulting
4441 Six Forks RoadSuite 106-107
Raleigh, NC 27609
kc@kcramsayconsulting.com
…and on:
To receive find a link to this presentationcontact me at:
The following slides include the answers to 13 questions posed to participants during
the workshop
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