聽說領導一個(建築)設計公司有些小撇步…<br />Tips For Leading A Design Firm<br />7/24 Roy Taipei<br />
Source from GSDcourse:<br />LEADING A DESIGN FIRM<br />Brian Kenet<br />Richard Jennings<br />Thank You, Brian, Richard!<b...
GOOD DESIGN vs. EARNING MONEY?<br />
有些事必須先知道…<br />About the Business<br />
YOU!<br />
Cost of Design<br />Ability to impact Cost<br />& Function<br />Design Effort/Effect<br />Pre-Design<br />Schematic Design...
Cost of Design<br />Ability to impact Cost<br />& Function<br />Traditional<br />Design Effort/Effect<br />Pre-Design<br /...
Cost of Design<br />Ability to impact Cost<br />& Function<br />?<br />Traditional<br />Design Effort/Effect<br />Pre-Desi...
Cost of Design<br />Ability to impact Cost<br />& Function<br />Integrated Project Delivery<br />(IPD)<br />Traditional<br...
SD<br />15%<br />DD<br />20%<br />CD<br />40%<br />Bid<br />5%<br />CA<br />20%<br />Design<br />Bid<br />Build<br />
SD+DD+CD<br />75%<br />Bid<br />5%<br />CA<br />20%<br />Design<br />Bid<br />Build<br />
Out of business every 6 months…<br />Fee<br />Time<br />
Out of business every 6 months…<br />Fee<br />Market…<br />Market…<br />Market!<br />Time<br />
© 2011 Richard W. Jennings, FAIA<br />
CLIENT<br />關於業主…<br />
How do our clients think of us?<br />
Source: 2007 AIA Client Perception Survey<br />© 2011 Richard W. Jennings, FAIA<br />
Source: 2007 AIA Client Perception Survey<br />© 2011 Richard W. Jennings, FAIA<br />
Source: 2007 AIA Client Perception Survey<br />© 2011 Richard W. Jennings, FAIA<br />
Source: 2007 AIA Client Perception Survey<br />© 2011 Richard W. Jennings, FAIA<br />
Source: 2007 AIA Client Perception Survey<br />© 2011 Richard W. Jennings, FAIA<br />
So You MUST:<br /><ul><li>LISTEN to client carefully</li></ul>- Understand client's NEEDS<br />- Understand client's BUSIN...
And to be DIFFERENT:<br /><ul><li>Take charge of the project</li></ul>Lead and manage the whole process<br />Ask what woul...
MARKETING<br />關於行銷…<br />
Marketing Tools?<br />
Articles<br />Direct Mail/Email<br />Marketing Tools?<br />Speeches<br />Networking<br />Small Seminars<br />Community Act...
Most effective<br />Small Seminars<br />Speeches<br />Articles<br />Community Activities<br />Networking<br />Publicity<br...
Tips for Marketing:<br />-Get and stay close to clients who build<br />-Pursue work from Repeat client<br />-Best marketin...
FINANCE<br />關於錢錢…<br />
After all, it’s a BUSINESS…<br />
WHY CARING MONEY?<br /><ul><li>Do you want to start your own firm or become a partner?
Do you want to be appropriately rewarded for your talent, skill, education?  Many design firms who do great work are weak ...
Your clients are likely to be shrewd and savvy – so you should be too!
Managing a project to deliver on time and on budget and managing the finances of a firm are very similar tasks</li></li></...
For Non-Specialist:<br /><ul><li>Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Stat...
For Non-Specialist:<br /><ul><li>Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Stat...
For Non-Specialist:<br /><ul><li>Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Stat...
For Non-Specialist:<br /><ul><li>Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Stat...
For Non-Specialist:<br /><ul><li>Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Stat...
Richard的小故事<br />
CULTURE<br />關於文化…<br />
Personality is to people <br />is what Culture is to a firm <br />
From some design firms' website:<br />"Our culture is our brand. It differentiates us from the pack"<br />"Our culture is ...
Roger Goldstein, FAIA<br />Intentionally mixing teams from one project to the next is an integral part of his firm's cultu...
David Kelly, IDEO<br />The brainstorming process - "enlightened trial and error" and "focused chaos" - is part of the IDEO...
Michael Ryan, EDI<br />The physical environment of an office can reflect and influence its culture.<br />Something as simp...
Leader and New firms:<br />- When you start a firm, there is no culture<br />- Founders and leaders of design firms set th...
Advice for Leaders:<br />- Set a due, ask yourseld how well you can begin to understand the culture in which you are embed...
Thank You!<br />
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[設計跨界X分享會2011] Tips For Leading A Design Firm 聽說領導一間建築設計公司有些小撇步

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2011-7-24 by Roy Lin
為什麼做設計賺不了錢?設計師真的是賠錢的行業嗎?你知道有些刻板印象和態度害慘了設計師嗎?這次將分享敝人在學校學到的一些設計公司的經營方法和態度,準設計從業人員必須來聽聽不然你又會掉入這悲慘的輪迴...。
活動錄影:
http://www.youtube.com/user/MacRoy74918?feature=mhee#p/u/17/FAkfqYM_GMA

https://www.facebook.com/interXdesign 設計X跨界 (Inter X Design) 是一個不同領域設計人交流的平台,將不定期舉辦設計跨界交流活動。

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Transcript of "[設計跨界X分享會2011] Tips For Leading A Design Firm 聽說領導一間建築設計公司有些小撇步"

  1. 1. 聽說領導一個(建築)設計公司有些小撇步…<br />Tips For Leading A Design Firm<br />7/24 Roy Taipei<br />
  2. 2. Source from GSDcourse:<br />LEADING A DESIGN FIRM<br />Brian Kenet<br />Richard Jennings<br />Thank You, Brian, Richard!<br />© 2011 Richard W. Jennings, FAIA<br />
  3. 3. GOOD DESIGN vs. EARNING MONEY?<br />
  4. 4. 有些事必須先知道…<br />About the Business<br />
  5. 5. YOU!<br />
  6. 6. Cost of Design<br />Ability to impact Cost<br />& Function<br />Design Effort/Effect<br />Pre-Design<br />Schematic Design<br />Design Development<br />Construction Documents<br />Agency Permit / Bidding<br />Construction<br />
  7. 7. Cost of Design<br />Ability to impact Cost<br />& Function<br />Traditional<br />Design Effort/Effect<br />Pre-Design<br />Schematic Design<br />Design Development<br />Construction Documents<br />Agency Permit / Bidding<br />Construction<br />
  8. 8. Cost of Design<br />Ability to impact Cost<br />& Function<br />?<br />Traditional<br />Design Effort/Effect<br />Pre-Design<br />Schematic Design<br />Design Development<br />Construction Documents<br />Agency Permit / Bidding<br />Construction<br />
  9. 9. Cost of Design<br />Ability to impact Cost<br />& Function<br />Integrated Project Delivery<br />(IPD)<br />Traditional<br />Design Effort/Effect<br />Pre-Design<br />Schematic Design<br />Design Development<br />Construction Documents<br />Agency Permit / Bidding<br />Construction<br />
  10. 10. SD<br />15%<br />DD<br />20%<br />CD<br />40%<br />Bid<br />5%<br />CA<br />20%<br />Design<br />Bid<br />Build<br />
  11. 11. SD+DD+CD<br />75%<br />Bid<br />5%<br />CA<br />20%<br />Design<br />Bid<br />Build<br />
  12. 12. Out of business every 6 months…<br />Fee<br />Time<br />
  13. 13. Out of business every 6 months…<br />Fee<br />Market…<br />Market…<br />Market!<br />Time<br />
  14. 14. © 2011 Richard W. Jennings, FAIA<br />
  15. 15. CLIENT<br />關於業主…<br />
  16. 16. How do our clients think of us?<br />
  17. 17. Source: 2007 AIA Client Perception Survey<br />© 2011 Richard W. Jennings, FAIA<br />
  18. 18. Source: 2007 AIA Client Perception Survey<br />© 2011 Richard W. Jennings, FAIA<br />
  19. 19. Source: 2007 AIA Client Perception Survey<br />© 2011 Richard W. Jennings, FAIA<br />
  20. 20. Source: 2007 AIA Client Perception Survey<br />© 2011 Richard W. Jennings, FAIA<br />
  21. 21. Source: 2007 AIA Client Perception Survey<br />© 2011 Richard W. Jennings, FAIA<br />
  22. 22. So You MUST:<br /><ul><li>LISTEN to client carefully</li></ul>- Understand client's NEEDS<br />- Understand client's BUSINESS<br />- Be a TEAM PLAYER<br />- Be very good at COSTS AND BUDGETING<br />- Manage your firm WELL, be ORGANIZED, be TIMELY<br />- Be EASY to work with<br />- See projects through CLIENT'S EYES<br />- Be the BEST!<br />- Create a MARKET PLAN<br />
  23. 23. And to be DIFFERENT:<br /><ul><li>Take charge of the project</li></ul>Lead and manage the whole process<br />Ask what would you do if you were client?<br />Help everyone on the team be success<br /><ul><li>Be the central source of Knowledge & Communication</li></ul>Meeting notes, Memo, project notebooks, files, records...<br />- Show up at every opportunity<br /> "80% of success is just showing up" - Woody Allen<br />
  24. 24. MARKETING<br />關於行銷…<br />
  25. 25. Marketing Tools?<br />
  26. 26. Articles<br />Direct Mail/Email<br />Marketing Tools?<br />Speeches<br />Networking<br />Small Seminars<br />Community Activities<br />Publicity<br />Cold Calls<br />Brochures/Websites<br />
  27. 27. Most effective<br />Small Seminars<br />Speeches<br />Articles<br />Community Activities<br />Networking<br />Publicity<br />Brochures/Websites<br />Direct Mail/Email<br />Cold Calls<br />Less effective<br />© 2011 Richard W. Jennings, FAIA<br />
  28. 28. Tips for Marketing:<br />-Get and stay close to clients who build<br />-Pursue work from Repeat client<br />-Best marketing is One-On-One<br />- Work best when it's a Demonstration<br />- Brochures and mass mailing DO NOT get jobs<br />- Get the client to Talk to you about his/her needs before you start "SELLING"<br />-Market Plan!<br />Executive Summary<br /> Goals of the Firm<br /> SWOT Analysis (Strength, Weakness, Opportunity, Threats)<br /> Market Trends<br /> Objectives and Strategy<br /> Action Plan<br />
  29. 29. FINANCE<br />關於錢錢…<br />
  30. 30. After all, it’s a BUSINESS…<br />
  31. 31. WHY CARING MONEY?<br /><ul><li>Do you want to start your own firm or become a partner?
  32. 32. Do you want to be appropriately rewarded for your talent, skill, education? Many design firms who do great work are weak from a financial perspective
  33. 33. Your clients are likely to be shrewd and savvy – so you should be too!
  34. 34. Managing a project to deliver on time and on budget and managing the finances of a firm are very similar tasks</li></li></ul><li>For Non-Specialist:<br /><ul><li>Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Statement 現金流動表– and be able to tell the difference between a financially “strong” firm and a “weak” firm.</li></li></ul><li>For Non-Specialist:<br /><ul><li>Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Statement 現金流動表– and be able to tell the difference between a financially “strong” firm and a “weak” firm.</li></ul>Know how your cash flows, <br />
  35. 35. For Non-Specialist:<br /><ul><li>Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Statement 現金流動表– and be able to tell the difference between a financially “strong” firm and a “weak” firm.</li></ul>Know how your cash flows, know details of your expenses,<br />
  36. 36. For Non-Specialist:<br /><ul><li>Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Statement 現金流動表– and be able to tell the difference between a financially “strong” firm and a “weak” firm.</li></ul>Know how your cash flows, know details of your expenses,<br />and make arrangements,<br />
  37. 37. For Non-Specialist:<br /><ul><li>Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Statement 現金流動表– and be able to tell the difference between a financially “strong” firm and a “weak” firm.</li></ul>Know how your cash flows, know details of your expenses,<br />and make arrangements,<br />and let your client know your financial concern if needed,<br />
  38. 38. For Non-Specialist:<br /><ul><li>Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Statement 現金流動表– and be able to tell the difference between a financially “strong” firm and a “weak” firm.</li></ul>Know how your cash flows, know details of your expenses,<br />and make arrangements,<br />and let your client know your financial concern if needed,<br />then you'll be surprised how they are willing to work with you,<br />
  39. 39. For Non-Specialist:<br /><ul><li>Know how to read a design firm’s Income Statement 利潤表, Balance Sheet資產負債表, Cash Flow Statement 現金流動表– and be able to tell the difference between a financially “strong” firm and a “weak” firm.</li></ul>Know how your cash flows, know details of your expenses,<br />and make arrangements,<br />and let your client know your financial concern if needed,<br />then you'll be surprised how they are willing to work with you,<br />After all... it's a business.<br />
  40. 40. Richard的小故事<br />
  41. 41. CULTURE<br />關於文化…<br />
  42. 42. Personality is to people <br />is what Culture is to a firm <br />
  43. 43. From some design firms' website:<br />"Our culture is our brand. It differentiates us from the pack"<br />"Our culture is a product of how we treat and respect each other..."<br />"How we hold personal and professional satisfaction as priority..."<br />"How we share and communicate, and how we encourage all to give back to our profession and the community..."<br />"Recruitment of outstanding people is always our desire, retention of those people is our success."<br />But, what do these statement really tell us about the firm? Are they true or just words?<br />
  44. 44. Roger Goldstein, FAIA<br />Intentionally mixing teams from one project to the next is an integral part of his firm's culture.<br />...Encouraging a design team to "spend a few days developing a bunch of ideas that may or may not be workable" is not only intriguing for pushing the design envelope but contributes to a culture of innovation.<br />
  45. 45. David Kelly, IDEO<br />The brainstorming process - "enlightened trial and error" and "focused chaos" - is part of the IDEO culture...<br />They don't get too attached to their first few design ideas...They know they will change and improve...<br />The final design has benefits from a series of explorations and perspectives...<br />The internal competitive environment can push outcomes to new heights...<br />
  46. 46. Michael Ryan, EDI<br />The physical environment of an office can reflect and influence its culture.<br />Something as simple as a big open space-no special offices, no closed doors, and no cubicles-promotes an atmosphere of shared experience, mutual respect, and casual exchange...<br />
  47. 47.
  48. 48. Leader and New firms:<br />- When you start a firm, there is no culture<br />- Founders and leaders of design firms set the culture<br />- Culture evolves as a firm succeeds and grows<br />- Leaders must understand how to manage culture<br />
  49. 49. Advice for Leaders:<br />- Set a due, ask yourseld how well you can begin to understand the culture in which you are embeded.<br />- If you are a leader of a design firm, everything you say, do and belive will affect the culture of the firm<br />
  50. 50. Thank You!<br />
  51. 51. 聽說領導一個(建築)設計公司有些小撇步…<br />Tips For Leading A Design Firm<br />7/24 Roy Taipei<br />

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