Why Good Work Gets Overlooked

I've met plenty of architects doing exceptional work that very few people know about.

I've also seen practices with a much higher profile whose work, in my opinion, isn't necessarily any better.

The problem is that good work doesn't always speak for itself.

I think that's something architects are often told, and understandably want to believe. But clients don't experience a project in the same way the architect does.

They don't see the conversations, the iterations, the technical challenges or the years of experience behind every decision.

They see what they can understand.

This is where many practices unintentionally undersell themselves.

They assume the work will do all the talking, when in reality clients are also looking for clarity. They want to understand how you think, what you value and why your approach is different.

I've found that the practices building the strongest reputations aren't always producing the best work.

They're often the practices that are better at explaining the thinking behind it.

Good work will always be the foundation.

I just don't think it's enough on its own anymore.

Chat soon,

B