I’m afraid I haven’t kept up with all the AIA posts while working on my book. I just noticed your post on Dec. 19, 2014 and wrote the following recommendation.
I recommend that all architects ponder Mr. Jonassen's comments and his first sentence in particular. The remainder emphasizes the goals of a successful practice, which I also recommend; but a successful practice is a business achievement.
Mr. Jonassen mentions that the profession "...demonstrate(s) no specific purpose that resonates with clients." This is at the heart of the matter because the profession is the only forum that can focus on building and sharing common goals supported by the education, information, tools and knowledge needed for achievement in a competitive environment. Even if you agree with the concept, however, it is meaningless until adjustment is able to meet the challenge.
Mr. Jonassen’s comments posted Dec. 19, 2014:
The profession as a whole and many practices demonstrate no specific purpose that resonates with potential clients.
Those practices that find, profess and live a purpose in which clients sense an intellectual, financial and emotional connection generally get respect and work from those clients.
When the architect's purpose is limited to the minimum of mandated professional responsibility and great design, defined solely in aesthetic terms, the reach of client resonance is pretty limited. Those practices which believe and act on a purpose which includes achieving a high level of intellectual, emotional and financial value for clients generally succeed.
Of course this is not profound...it’s just true.
NOTE: Mr. Jonassen is a partner at the architectural firm NBBJ, Seattle.