A Better Perspective on Architects’ Value

[designers need to] “…evolve from being the individual authors of objects or buildings, to being the facilitators of change among among large groups of people.” — John Thackara

Everyone wants to be valued,
but that’s not why architects should get better at communicating the value of their work and how they’re perceived.

Before even leaping into any consideration of how to communicate their value, architects must consider what it’s for. What is the importance of communicating value? (& it’s not to make architects feel better.)

So, what is it for? Here are some quick thoughts…
. The built environment impacts everyone. In brief, architects are highly trained built environment professionals, with high level design skills and broad relevant knowledge base and should therefore be involved in any decisions that impact our built environment.
. Extrapolating further, architects skills go beyond merely designing fashionable and expensive homes. It’s therefore important to communicate exactly what it is that architects do. I’ve written a post on this previously.
. There is a perception that architects’ fees are expensive. Identifying their skills (as above) is important in helping negate this perception. It’s also importsant to communicate the value of quality design. Quality that may include delight, sustainability, functionality, complexity, durability, skilfully resolving difficult design constraints such as site, brief, controls and so on.
. To ensure that roles and responsibilities of architects are not eroded through a lack of understanding.
. Building a positive profile of the profession is always valuable.
. Architects, for all of the above reasons, should be involved in public policy. Government seek out those that they perceive to be valuable allies or advisors. It is important for architects to be involved in the making of public policies and government as well as public space and infrastructure.
. One thing to keep in mind, it’s not for virtue signalling.

It’s all very well to understand what it’s for,
but the message must then need to reach the right people. It’s not for everyone. The question then is, who is the smallest viable audience? Who are the most important people to communicate to? This is important because empathy hones the message. Honed to resonate and emotionally connect with the intended audience. Giving the message some possibility of being heard and understood, with the prospect of real impact. Of course you also need to understand where your intended audience hangs out, in this way you can consider how and where to deliver your message.

So, who is it for?
. Clients or potential clients. We must get very specific and realistic here. This may be individuals, government bodies, businesses, companies, NGO’s and so on. Who they may be will influence how you need to communicate. In this case, architects must focus on their own smallest viable audience in order to hone their message to suit.
. Government or government bodies. This is at all levels.
. Leaders. Not all leaders are elected. Who are those people with leadership and influence that the message must reach?
. Networks. The right network. Networks are powerful. Word of mouth is powerful. The network effect is not to be underestimated. What are the right networks to reach? This could include specialist media, organisations, interest groups, and so on.
. The competition. How powerful would it be to have your competition, give up their fight and become an ally?

An equally important consideration is who is it not for?
. Everyone. It’s not for everyone. There’s no point in sticking it up on a billboard (and that includes social media, unless focussed to harness the network effect). A billboard is typically for the mass market. By definition this does not have a tightly focussed message.
. Mass media. I think we can use the Diffusion of innovations as a metaphor for an approach to media messaging. Think of mass media as the Late Majority or at best the Early Majority, they may pick up the important stories form the Early Adopters, such as specialist media, but are not targeted enough to be the starting point.
. Architects. Architects spend far too much time communicating to each other and not thinking about who their message is for and how best to communicate and deliver it.

There’s nothing exhaustive about any of the above, but the key to communicating value is focussing on intent, what it’s for, who it’s for and not for.

Bring this understanding to your message.

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 Adrien Olichon on Pexels

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