Personal Productivity

Business (and Life) Planning

Marketing

Sales (where we’ll also discuss the very popular topic of fees)

Leadership

Staffing

Financial Management (Where’d all the money go?)

Taxes (please… don’t get me started!)

Legal Issues

Customer Service (a.k.a. expectation management)

Insurance (and other necessary evils)

Project Management

1 The Firm 2 The Architect’s Office The Sparks Framework: 6 Archetypes

from Professional Practice, Chapter 9 by Paul SegalThe Sparks Framework: 6 Archetypesfrom
Handbook of Architectural Practice, Chapter 5.1 by Ellen Flynn-HeapesOffice Organization &
The Legal Structure of Firms

2 Frank Lloyd Wright

3 SOMStarted in 1936, NY SF, DC, LA, Hong Kong, Shanghi; 10k projects in 50 countries

4 The Architect’s Office

Many studies of professionals and firms group them into categories defined by…Core
ValuesServicesClients

5 Expertise Expert firms value ideas

Celeberty architects known for design talentsClients are those for whom a unique, special
design is critical for project success

6 Experience These firms offer known-how

In building types (hospitals)In geography (southwest)In systems (prefab or modular)Client who
want ot play it safe go to a firm that has done many of “their” type of building before.
7 Execution These firms know how to ‘get it done’ Projects that are..
Very largeIn difficult sitesOn tough schedulesThese firms specialize in processes and
procedures.Build a hospital in an underdeveloped country in 3 months; most firms can’t deliver
this..

8 Firm Operating Values Practice-Centered Firm

Architecture is a way of life for the firm’s membersThey live and breath architecture 24/7; doing
it as well as possible until any hour is what drives them

9 Firm Operating Values Business-Centered Firm

The practice is a livelihoodThe members consider it a business rather than a mission

10 Basic Elements of a Business Design Model

Getting Work – Markets & MarketingDoing Work – Projects & PeopleOrganizing Work – Money &
LeadershipWhat is the firm known for? – Sales message, best feesWhat are the firms targets? –
Deep experience, staff mixHow does the firm organize for business? – Ownership, offices,
investments

11 The Sparks Framework Six Archetypes for the Design Professions

The EinsteinsThe Niche ExpertsThe Market PartnersThe Community LeadersThe
OrchestratorsThe Efficiency Experts

12 The Einsteins Generate original ideas and new technologies

High profile architectural design firmsKnown for distinctive set of original ideas applied across
building typesReceive grants or endowmentsRenzo Piano, Norman Foster, Frank Gehry &
Santiago Calatrava

13 The Niche ExpertsSpecialists dedicated to a specific type of project or service within a

broader marketFrequently team with other firms to provide full servicesOften national or
internationalThey watch the Einsteins & adapt them to create state of the art workHOK Sport,
Beyer Blinder Bell

14 The Market PartnersLeader in one or a few markets e.g. higher education, health care,
airports, etc.Strong advocates for their clients and their industriesEinhorn Yafee PrescottMany
times these firms hire client-side staff

15 The Community LeadersFirms aim for community leadership roles in their townsThey
develop political relationships within the communityThey seek premier local project work public
buildings, police stations, schools & other municipal facilitiesExpedite decision making due to
relationships; can open doors closed to outsiders

16 The OrchestratorsFocus on outstanding project management, bringing their skills to on

large complex projects including the best design-build projects.Emphasis on speed
coordination and control. Many are known for their PM and CM expertiseBechtel, Heery
InternationalCurrently some consulting & management firms are moving into our industries;
Ernst & Young

17 The Efficiency Experts

Focus on prototypes, site adaptations and multi-site rollouts for retail stores, branch banks,
telecom, etc.Clients include companies like Wal-Mart, Marriott, “big-box” retail

18 A critical component of running a firm is the integration of..

ValuesMarketTechnologyFocusThese must coordinate and ‘fit’ with clients

19 Firms are people working toegther, and their goals, beliefs and values must
harmonize.
It is essential to know yourself, your staff and colleagues and your clientsLACK OF FIT HURTS
ALL INVOLVED