Positioning for Architecture and Design Firms

This informative guide is for an architecture firm of any size to effectively develop itself, and then market and promote its work, based on its expertise and value to clients. The author guides the reader to address issues of firm identity, including an understanding of how to create the market positioning desired, using a series of hierarchical steps and decisions. The reader will learn from approximately twelve case studies of firm positioning that will be written from original research to provide helpful reinforcement of material.

Jack Reigle, a veteran of the design industry with more than two decades of strategic planning experience, is President of SPARKS, The Center for Strategic Planning. He assists firms of all sizes in the development of strategy and positioning plans, allowing them to thrive and succeed in the most challenging environments. His previous book is Silver Bullets: Strategic Intelligence for Better Design Firm Management

Preface	p. vii
Acknowledgments	p. ix
Introduction	p. xi
Future Tense	p. 1
The Big Shift	p. 1
The Fourth Turning	p. 5
Pragmatism	p. 8
The Effects of Sustainability	p. 9
Positioning	p. 15
Positioning Defined	p. 15
The Positioning Platform for Design Firms	p. 19
Firm Identity and Purpose	p. 39
Firm Identity	p. 39
Now For Sale: Our Culture, Our Processes	p. 61
Conducting A Staff Retreat to Address Positioning and Firm Identity	p. 63
Summary	p. 66
Markets And Services	p. 67
Market Selection, Penetration, and Influence	p. 69
Positioning within Multiple Markets	p. 74
The Convergence of Ideas Essential for The Design Industry	p. 76
Geographic Reach and Positioning	p. 80
Commoditization of Design Services	p. 95
Service Development	p. 98
The Marketing System	p. 101
Establishing a Marketing System Mindset	p. 101
Methods Buyers are Using to Procure Services	p. 134
Organizational Development	p. 137
Primary Arenas for Organizational Development	p. 140
Leadership Development	p. 146
The Learning Environment	p. 154
Firm Values	p. 157
Measuring For Success	p. 160
Advanced Research and Open Innovation	p. 167
Advanced Research	p. 167
Open Innovation	p. 176
Appendix: The Sparks Framework Assessment: Charting Your Preferences	p. 179
Introduction to the Assessment	p. 179
Who Should Participate in the Assessment?	p. 180
Instructions	p. 180
The Sparks Framework Assessment: Twenty Critical Choices for Firm Leaders	p. 181
Afterword	p. 191
The Future of the Design Profession	p. 191
Index	p. 197
Table of Contents provided by Ingram. All Rights Reserved.

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Positioning for Architecture and Design Firms

Summary

Author Biography

Table of Contents

Supplemental Materials