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Show Clients You Listen

By Richard Staub On January 20, 2016 · Add Comment
When I’ve asked clients what makes their firm different, often the first response is that they listen. When I tell them that many firms say that, they add, “but we really listen.” And I’m sure they do. But just saying you listen isn’t enough. I’ve attended enough client facility conventions to know that clients are still skeptical. (Remember that you’re supposed to listen, just like you’re supposed to deliver a project on time and on budget. And some firms have been found wanting.) So prove you hear them. Get testimonials from clients who can describe what it’s like to work [...]
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Beyond Problem Solving

By Richard Staub On November 2, 2015 · Add Comment
Do you describe your firm as an “architectural problem solver”? In some ways, I’m hoping not. Because there’s a good chance potential clients are looking for something more. They’re probably looking for someone to help realize their vision; to improve their image or identity; to bring them into the 21st century; to realize more on their investment. To see what’s possible. It’s more than a Ms. or Mr. Fixit. So what are you saying to show you can do all that and then some?
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On Getting Stuck and Moving Forward

By Richard Staub On October 6, 2015 · Add Comment
Getting stuck happens to many design firms. It can happen to young firms trying to grow and to older practices that’ve lost their drive. Income levels out, the client list isn’t growing, and the kind of work you’d hoped for isn’t coming your way. Try as you might, things don’t change. And while it’s obvious that you should do something different, you aren’t sure what that is or you resist taking the steps. So what to do? First be honest about how important getting unstuck is. Because it usually means stepping out of your comfort zone. (If change was something [...]
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Why Talk About Value

By Richard Staub On March 30, 2015 · Add Comment
Why talk about value? Because it’s what clients care first and foremost about , whether they define value as a high design profile, great function, or most units per floor. So in this post recovery era, they continue to scrutinize how to get the most out of their project dollars. That means they want to know from architects what level of value they’ll deliver. But there’s a problem. Many architects either don’t talk about value at all – or undersell the value they provide. And that occurs in both describing and differentiating the firm – and in talking about particular [...]
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Your Empathy Muscle

By Richard Staub On October 21, 2014 · 2 Comments
Just how well are you getting to know prospective clients? Consider the example of the “D. School” at Stanford University, or what is formally is known as the Hasso Plattner Institute of Design. According to an article in the NY Times, “At the heart of the school’s courses is developing what David Kelley, one of the school’s founders, calls an empathy muscle…students are taught to forgo computer screens and spreadsheets and focus on people” …and their real world problems. Which in turn suggests the question: what is the shape of your “empathy muscle?” How well are you getting to know [...]
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What Defines Your Firm?

By Richard Staub On September 30, 2014 · 1 Comment
In the Sunday NY Times a while back, Jess Lee, the CEO of the fashion website Polyvore, talked about the firm’s distinct culture and summed it up with three succinct values. Delight the user Do a few things well Make an impact Consider that an exercise for your firm. If you were to sum up the guiding values for your firm, what would you put down? Ask your colleagues and staff to do the same, on their own – and then compare notes. It’s an exercise that will help your firm understand what makes it stand apart – or not. [...]
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The Sense of Possibility

By Richard Staub On September 9, 2014 · 3 Comments
Many architects feel they can design anything. And in theory, with research and the right help, that’s true. But many US clients are reluctant to trust that premise. They look for designers with a track record in their building type. After all, who wants a designer to learn – and potentially make mistakes – on their dime? But sometimes clients don’t have such stringent criteria. So how does a designer get them to take a chance? It’s done in part by offering a sense of possibility of what she or he can design. By demonstrating how they’ve successfully solved challenges [...]
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Have You Done a Post-Recession Marketing Audit?

By Richard Staub On May 22, 2013 · Add Comment
  With the worst of the recession behind us, it makes sense to look at how your firm responded to the slowdown, lessons learned, and how you’ll move forward. Consider the following: Did you present your firm’s services in different ways from before, or offer different services? How effective was that – what worked and what didn’t?  Will you continue with those changes? The common wisdom for responding to a recession is to focus on current and past clients.  Did your firm do that and well how did it work? Your clients were facing their own significant challenges during the [...]
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Survive Networking Events by Being Generous

By Richard Staub On May 1, 2013 · Add Comment
Here’s a tip from the Harvard Business Review about how to conquer networking nerves. “You’re not the only one who walks into a networking mixer full of dread. Before you make a run for the door, try a different approach. Tell yourself that it isn’t about you. Instead of trying to meet potential clients, or making another connection that will advance your career, focus exclusively on what you can do for the attendees. “Refrain from telling anyone about your own area of expertise and think about how you can help others in the room. Introduce yourself and immediately ask about [...]
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Change Without Changing

By Richard Staub On April 23, 2013 · Add Comment
It isn’t unusual for firms to get stuck.  Architects are busy with the work that’s coming in. And somehow it keeps coming until, for whatever reason, it doesn’t.  There may be a downturn in demand for the building type, new or more aggressive competition, or a general decline in construction altogether.  Feast has turned to famine and a healthy sense of concern – if not fear – sets in. Or the firm may experience a different kind of stuckness.  The practice is going well but firm leaders realize they need to diversify. Or they want to grow the firm, have [...]
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