Wednesday was all about crafting the right words and phrases to define a candidacy. As I listened to speaker after speaker using one-liners to grab attention, create word pictures, and make folks laugh and clap – and vote, I could not help but think how parallel the architect’s world really is.
We are constantly trying to find folks who will vote for us. We (or our marketers) write all kinds of words and phrases that try to explain who we are, what we will do, how we will do it, and what we’ve done it in the past. We add our best graphics, shake and bake and put it out there for all to see. When we make it through to the interview shortlist, we refine our message, dress the part, and make the pitch.
How does that selection committee make a decision? Based on some rational, objective, weighted criteria that flows through a spreadsheet to a final score? Based on our relationship that we have developed with the prospective client? Based on the network of relationships that our prospective client has with our current or past clients? Style? Attitude? Our past work?
Tough question. Several answers. Certainly too deep for today’s blog.
Can you imagine the campaign that would be necessary if the American public were to vote for the top architectural firm in the US?
Now that would be interesting race!
Nick Ruehl, AIA
Nick is an advisor and resource to high-performing companies (and those striving to be) in strategic planning, business development and team building. He is an architect, and has been in business for 37 years. Nick is also the Mayor of Excelsior, MN. He can be contacted at nruehl@mchsi.com