Why should anyone care about what architects do?
This is a question that needs to be asked by every architect.
Then answered from anyone’s perspective. Not their own.
…
The question is deceptively simple. Most people would understand what architects do. Most people would appreciate there’s a degree of quality architects bring to building design. The majority of those might even value the work. The complexities start when we dig into a deeper consideration of who cares and “Why” or why not?
Many architects will fail to keenly consider the question. Their blithe assumption that people do or should care, those that do will seek them out.
The problem is that the architect’s viewpoint here is one that is self-serving, rather than one from the perspective of those they seek to serve.
In this oversight they fail to commit. To commit to deeply considering what their clients seek beyond their brief. To commit to a broad agenda that serves everyone not just architecture. To commit to a more generous position that delivers more and communicates why people should care.
In this failure opportunity is missed, opportunity lost
If architects think they matter. If architects think that people should care about what they do. They need to go beyond the rhetoric explication that they matter and why. It’s all arse about.
Instead we need to take the time to consider what it would take for the people we seek to serve to literally care about what we do. To deeply care about it. At an emotional level. To find a connection. To find an emotional connection. Not just… this is better, choose us.
Find that emotional connection, that care, and people will follow.
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 Joshua K. Jackson on Pexels
