The Cost of Looking Like Everybody Else

A few weeks ago I spent an afternoon reviewing architecture websites.

Different practices, different people and different projects, yet many of them felt strangely familiar. Similar language. Similar promises. Similar project pages.

None of it was wrong, but that's the problem.

When everyone says the same thing, clients are left comparing fee, location, size and availability rather than the things that actually matter.

And the things that matter to you.

The irony is that most practices aren't the same at all. You all have different strengths, different ambitions and different ways of thinking. Yet very little of that distinction makes its way into how you present yourselves.

Funny that.

And the result is a market drowning in a sea of sameness, full of practices that are easier to compare than they should be.

Distinction isn't about shouting louder. It's about making it easier for people to understand what makes you different.