Architects Skill Stacking
Finding opportunities in the fragmentation of the architecture profession
The fragmentation of the profession into separate specialist disciplines is inevitable. The technology of the fourth industrial revolution is driving specialist skills and knowledge in practice.
It is likely the larger offices will develop deep and broad skill bases to cover all opportunities. Small offices will still continue to do small bespoke work in a more traditional vein, albeit perhaps with reduced opportunity. It is possible in this scenario that small to medium offices may be caught in the middle, with less resources to heavily invest in R&D and compete against larger offices.
Yet if architects are nimble enough and open to embracing change, many opportunities will present themselves. Architects are the ultimate “skill stackers”.
So what is skill stacking?
You’re unlikely to reach the heights of JK Rowling as a writer, for example. She is one of the most successful writers of all time. That puts her in perhaps the top 0.00001% of successful writers (give or take few zeros). An unobtainable position for the majority of people, in any field. It’s not inconceivable, however, that you could reach the top 10% in one discipline or skill. If you were to then add a second 90th percentile skill and then a third, it’s conceivable you could be in the top 0.01% of people with those three skills. If those three skills are of value to the people you serve, then you’re of high value to them. That’s skill stacking.
So it’s worth considering, what extra skill or skills might be of value to your architectural practice?
The additional skill will not only improve the chances of landing specific projects for your practice but it may also give new and valuable insights into the work that you are currently doing.
So before starting, some questions worth giving deep consideration to:
Who is your market?
Who are you seeking to serve? What work are you wanting to do?
Who are the clients for this work and what do they value?
What skills do you need and will give you an advantage here?
The key here is to give this deep and thoughtful consideration. Really get into your client’s head and understand them and their needs. The more precise you can be with your thinking, the better you are able to identify what skills it is that gives you an advantage over anyone else for the work. It’s also worth noting that the more precise you can be in identifying everything about who it is you seek to serve, the more insight you should have in how to find them and market directly to them.
What skills can you stack to better serve the clients you seek?
Michael is the founder of unmeasured, supporting architects in their practice through coaching, workshops and community.
Helping architects find their desire lines in practice.
Photo by Maël Balland on Pexels
