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					Future Visions
      of
The Profession
     Redefining the Profession

                         •   Beyond Projects
                         •   Relationship Approach
                         •   Expanded Services
                         •   Facility Life Cycle
                         •   Facilitator & Integrator
Richard W. Hobbs, FAIA
Resident Fellow
•   The Challenge
•   The Process
•   The Input
•   The Trends
 “Has the last architect been born?”
[architect/ landscape architect/ planner]

                            -Stewart Brand
•   The Challenge
•   The Process
•   The Input
•   The Trends
• Leadership
• Communication
• Facilitation Skills
    Ability to envision a
nonexistent future to improve
  the lot of our clients, users,
   communities, and society
The architectural profession’s core
  value is our imagination.
Behavioral Change leading to
greater scope & role
for the profession...
greater role leading to
expanded services
and skill sets.
Redefinition of the Profession
AIA sets a broad definition of the profession that
architects will:


• Move beyond building projects to address
  other complex user and client issues.
  Provide expanded services to clients with
  greater sensitivity to their needs
       Expanded Services



           Design

Upstream            Downstream   Beyond
Redefinition of the Profession
AIA sets a broad definition of the profession that
architects will:


• Manage a complex set of interwoven
  professional relationships
Redefinition of the Profession
AIA sets a broad definition of the profession that
architects will:


• Focus on the complete multigenerational
  and performance life-cycle of a facility
       Facility (Client) Life Cycle

-Service through all stages of a design evolution

               Design




  -Information / Research / Knowledge ….Value
       Facility (Client) Life Cycle

-Service through all stages of a design evolution

               Design


  Value                     Value
  -Information / Research / Knowledge ….Value
       Facility (Client) Life Cycle

-Service through all stages of a design evolution
    Value
               Design


                                           Value

-Information / Research / Knowledge ….Value
Redefinition of the Profession
AIA sets a broad definition of the profession that
architects will:


• Occupy a central role as the facilitator and
  integrator of the knowledge and disciplines
  needed
               Facilitator / Integrator /
                     Collaborator
                                                Big Firm

Full Service

                                    Facilitator / Integrator
 Strategic
 Alliances


 Niche                                      Smaller Firm
 Specialists
Redefining the Profession
             • Beyond Projects
             • Relationship
               Approach
             • Expanded Services
             • Facility Life Cycle
             • Facilitator &
               Integrator
a knowledge-technology
driven practice using creative
thinking to develop
knowledge/processes to solve
unaddressed client needs
in new and innovative ways
•   The Challenge
•   The Process
•   The Input
•   The Trends
   Information Focused

•Expertise as products
•Low customization
•“Commodity”
   Knowledge Focused

•Knowledge as process
•High customization
•Value beyond commodity
“…ability to solve our social
 and economic problems will be
 limited primarily by our lack of
   imagination in seizing
opportunities rather than trying to
      optimize solutions.”
          -Kevin Keily, Wired, 11/97
    Architects will be far less
   concerned with maintaining
boundaries and much more willing
  to make alliances with
whatever disciplines are necessary
  to anticipate and meet our
         clients’ needs.
Focus on ability to connect

•Blur
•Collaborate
Alignment with client/user
       priorities

•Profit Zone
•Your business
Leading the Revolution: “We
are rushing toward a world in
which everyone and everything
will be connected to everyone
and everything else. Virtually
any piece of knowledge on the
planet will be instantly
accessible.”
Companies of the future will not
only embrace the Internet, but will
mirror the Internet. In fact, the
secret in building an organization
that can survive the Internet age is
that it must be the Internet.
Think the way they think.
                  Vision


• Everything that can be digital WILL be.
Organizations that recognize and embrace
digital technology will succeed because
they can react more quickly to market
needs, they are more efficient, and their
customers actually enjoy doing business
with them.
                Process
We draw on skills in business strategy,
 marketing and branding, technology, and
 user-centered design.
1.   Clarify
2.   Architect
3.   Design
4.   Implement
5.   Enhance
             1. Clarify
Understanding your business and your
brand is the critical first step.

We agree on your business objectives and
create a strategic plan of action.
                2. Architect
•   What will the solution be?
•   Who will use it and how?
•   What will it do?
•   What will it look like?
•   We define the functional, technical, and
    creative requirements.
               3. Design
• We complete information, interaction, and
  interface design.
• We develop content and refine the
  technology.
             4. Implement
• We now build the final product.
• We test and quality assure the deliverable.
               5. Enhance
• We monitor and analyze how the solution
  performs against the success criteria we
  defined in the Clarify phase.
Assets & Core
Competencies


Input to Create
Products and Services


Products and Services


Channels to Meet
Priorities


Customer Priorities
Integrated Creative Process
Less problem solving more
integrated creative process
Less “design vs. business” and
 more “the architecture (the
 design) of business strategy”
Less building more experience
Less particular use and more
    flexible performance
•   The Challenge
•   The Process
•   The Input
•   The Trends
  Critical Intelligence in
Emerging Marketplace Issues

Overarching environment:
   •Affect on the profession
   •Affect on markets
Forces Transforming the
       Economy
Drivers of Change:
 •Telecommunication
 •Organizational Structures
 •Implementation
            Forces Transforming the
                   Economy
     Drivers of Change:
Farson        Telecommunications Organizational Implementation
                                 Structure
Razorfish     Technology         Media          Service

Sun          Technology          People         Place
Microsystems
COMMARTS Knowledge transfer      Human tech     Resulting applied
         (appliance)             development    knowledge
                                 (system)       (implementation)
    Century of Innovation

•Building on existing knowledge
and technology
•The rate of technology
obsolescence
      The Internet
•Number one Impact
•Primary area of commerce
•Virtual communities
•No “national” economy
•Digitizing the thinking
process
       Biotechnology

•Bio-computers programming
themselves
•Computers learning from
mistakes
   The Aging Population
•Higher number of people living
longer
•Remaining in their homes
•Returning to their place of birth
•Specialized retirement
communities
    Itinerant Workforce
•Free agents
•Employer/ employee contracts
•The corporate ladder vs. career
networking
•Increased part time, flex time
and telecommuting
Generations at Work
            Veterans           Baby Boomers Generation Xers Nexters
            1922- 1943         1943- 1960   1960- 1980      1980- 2000

Core         Conformity        Optimism         Diversity        Optimism
Values       Delayed reward    Team             Thinking         Confidence
                                 orientation       Globally         Diversity

Assets       Hard working      Relationship     Adaptable        Multitasking
                                 builders         Unintimidated     capabilities
                                Team players      by authority     Technology
                                                                     savvy

Liabilities  Inept with        Self centered    Impatient        Impatient
              ambiguity/                          Poor people      Poor people
              change                               skills            skills
             Uncomfortable
              with conflict
Human Touch / Community

•Counterbalancing high-tech and
high-touch
•Materialism to spiritualism
•21st Century = “Community”
        Individuality
•A market of one
•Every worker = entrepreneur
•Self determination
•Mass production to mass
customization
    Disintermediation/
    Reintermediation
•Blurring
•Removal of the “middle
man”
•Information overload
•Need for intermediaries
      architecture
    ARCHITECTURE
•architecture as building-
centric
•ARCHITECTURE as a
framework for integrating
design, business strategy and
technology
                Facility
                                       Integration/
                 design
             ARCHITECTURE              client mgt.


  Facility                  Client’s                 Real estate
management                  Project                  management


                                       Construction
             Maintenance
                                       management
                                      facility
            ARCHITECTURE
                                  management

Program
                           Client’s
strategic
                           services
analysis



            Planning
                                       Integration/
             ARCHITECTURE
                                       client mgt.


  facility                  Client’s                 Real estate
management                  Strategy                 management


                                       Construction
             maintenance
                                       management
Cyber Architect, Info Architect,
 The Organizational Architect
Think the way they think
            Veterans           Baby Boomers Generation Xers Nexters
            1922- 1943         1943- 1960   1960- 1980      1980- 2000

Core         Conformity        Optimism         Diversity        Optimism
Values       Delayed reward    Team             Thinking         Confidence
                                 orientation       Globally         Diversity

Assets       Hard working      Relationship     Adaptable        Multitasking
                                 builders         Unintimidated     capabilities
                                Team players      by authority     Technology
                                                                     savvy

Liabilities  Inept with        Self centered    Impatient        Impatient
              ambiguity/                          Poor people      Poor people
              change                               skills            skills
             Uncomfortable
              with conflict



Generations at Work
   Century of Innovation


Building or expanding on what
has come before.
     Design Century
•“Wants” beyond needs
•Respect, responsiveness, and
listening with humility
•A greater sense of connectivity
The First Step in Leadership in
     the design century is


   Imagination!
Imagine yourself as Leaders as in
      the Design Century
 “Has the last architect been born?”
[architect/ landscape architect/ planner]

                            -Stewart Brand
     “Assume,” Brand said,
“architecture is busy being born”
       [design profession]

				
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