It seems like Middle America thinks of using an architect as an extreme luxury. Some business folks think of architects as the necessary evil to get from point A to point B. Contractors might just sigh, roll their eyes, and imagine increasing the cost of a project just because an architect prepared the drawings and it’s sure to be hard to build.
Granted, these are the personified-typified stereotypes. Sometimes we find clients who realize that every profession (yes, even architecture) has value to offer. In current market conditions, it seems there is a movement towards just selling the service of architecture. What do you do, how do you do it when you “sell” our profession and your practice to a potential client inquiry? How has it changed over time? What value do architects in general offer and, more specifically, what can you share to increase the success of the profession?
—Lisa Stacholy, AIA, NCARB