I'm amazed at how long it's taking me to learn this lesson: You need to have something worthwhile to offer society, and you need to actually offer it. Case in point: Robyn and I practice architecture. This is something worthwhile in most urban areas. It's not so much a worthwhile offering in rural areas. Compound that with the mandate to actually offer it: we need to be pitching architecture loudly and frequently.
Given our situation at the edge of the world, we can't be content with having something to offer of marginal value, nor can we be content with having a good pitch. Our margins are so thin, we have to be good at both.
So, who is our community of clients? Is the architecture-procuring community our community? And if so, are we making the pitch?
Sunday, April 22, 2012
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