Business essentials Consulting Matters
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Characteristics of all successful Architecture, Engineering, and Design businesses What separates the average (and most) Architecture, Engineering, and Design (AED) firms from the most successful? Is it the design work? Their business processes? The personalities at the top? How are they able to consistently create great work, while growing their businesses, and achieving impressive profitability? There are common characteristics across these leading and high performing firms that enable them to succeed where many others struggle. They are industry leaders that are dedicated to building relationships and they work selectively, allowing their expertise and skills to shine. It is the characteristics of leading architecture, engineering, and design firms that, not coincidentally, enable them to be the most commercially successful. They tightly control the design process and fewer people are involved Leading AED firms tend to have less (and not more) people involved in the design initiation process. Working with fewer people at the initial stages allows them to have tighter control of the design process. The central idea is strong, consistently applied, and clearly communicated to the client by the design initiators—a core group within the business. To borrow from Mies van der Rohe, “less is more". They focus on what they are great at Expertise comes with experience and talent—which doesn’t come overnight. Great AED businesses have clarity about their expertise, and they focus on this. They concentrate on what they are great at. They don’t take on work that isn’t within their expertise and they clearly articulate and deliver their value proposition. They thrive in their specific niche.
They are very good negotiators The leaders of successful design firms are very good at negotiating—their opinions are considered and highly valued. Negotiations are reputable and more often than not, all parties feel respected, listened to, and satisfied with the outcome, whether that be a design, a project delivery, or business negotiation. Their negotiations strengthen their relationships. They take on work on their terms High performing AED businesses are clear about the work they want to take on and just
Working with fewer people at the initial stages allows them to have tighter control of the design process. The central idea is strong, consistently applied, and clearly communicated to the client by the design initiators—a core group within the business. To borrow from Mies van der Rohe, “less is more".
as importantly the work sectors and clients. They have a clear sense of the value they bring to a project; their point of difference and they are able to clearly articulate this to the marketplace. They don’t pursue and take on work with clients that don’t share their values. They don’t negotiate on price. They are sought out by the marketplace Successful AED firms have a value proposition that sets them apart from most. They are sought out by the marketplace due to the reputation of their leaders, their expertise, their ability to collaborate and innovate, and their relationship skills. Due to their demand, these companies become very valuable. They charge more than others Successful design firms are typically more expensive than others. They are commercially astute but understand clearly the value they bring to their clients and to the project.
