Very few architecture or engineering school programs focus on how to run a business, and even fewer actually discuss marketing. Why is that? Is marketing sort of like cheating on your profession? Or maybe at least admitting that the artistic aspects of the profession aren’t enough?
Nope. As architects, we’re trained to problem solve, think creatively, respect our environment…all wonderful skills. We can be left though, with the notion that when we do all of those things very well, people will seek us out. The truth is, just because we are extremely good at our jobs, doesn’t mean anybody will know about it.
As we all know, there is a point where design and creativity meet with (not collide with) the need to manage projects and run a company for AEC firms. Just as most firms embrace the need to train project managers, there is also a need to communicate the firm’s successes, credentials and capabilities in a way that speaks specifically to the right target audience. Additionally, that communication has to be just as creative and unique as the work itself for maximum benefit.