Turn that Frown Upside Down

Dear Doctor,

I’m the principal of a mid-sized architecture firm, and I feel like we’re stuck in a rut. We provide excellent services, but somehow, we’re not standing out from the crowd. How can we shift our focus to make a bigger impact and attract more clients?

— Service with a Frown

Oh, Service with a Frown, honey, you’ve just hit the nail on the head of one of the Doctor’s favorite topics! It’s like you’re stuck in a hamster wheel of services, running faster and faster but not really getting anywhere. Let’s get you off that wheel and onto the yellow brick road of outcomes, shall we?

First things first, let’s address the elephant in the room (and no, I don’t mean that oversized model taking up half your office space). You’re absolutely right that providing good services is important. But here’s the kicker: it’s just the baseline, not the end game. It’s like saying you’re a great chef because you can boil water. Congrats, but what’s for dinner?

The secret sauce, my dear Service, is to focus on outcomes. And no, I don’t mean the kind of outcomes you get from eating too much cheese before bedtime. I’m talking about the real, measurable impacts your projects have on the world. It’s time to drop the emphasis on services and start thinking bigger!

Now, I know what you’re thinking: “But Doctor, how do we measure outcomes?” Well, sometimes it’s as easy as counting beans (or people, in this case). How many folks are flocking to that cultural venue you designed? How many eager young minds are applying to that school you revamped? Did you hit LEED certification out of the park? These are the numbers that make clients’ hearts go pitter-patter.

But here’s where it gets juicy: sometimes the best outcomes are the ones you can’t measure with a ruler. Take it from James Timberlake (and no, he’s not related to Justin, though I’m sure he can bring sexy back to architecture). When his firm designed the US Embassy in London, they aimed for “transformation” and “design excellence.” You can’t exactly stick a thermometer in that, can you? But boy, did it make waves!

And sometimes, Service, the most delicious outcomes are the ones you didn’t even plan for. It’s like accidentally discovering penicillin, but for urban planning. Chris Torres, a landscape architect with a name that sounds like he should be on a romance novel cover, had a “happy accident” when he got 1,000 people to show up for a public workshop. Talk about a flash mob for urban design!

Now, let’s talk about shifting your mindset. It’s time to leap beyond the boring stuff (size, materials, yawn) and focus on the sizzle. How are you increasing your clients’ ROI? Are you reducing their energy use faster than a vampire in a garlic factory? Is the tenant experience so good they’re writing love sonnets about the elevator?

Remember, Service, we’re not just delivering buildings anymore. We’re crafting experiences, shaping futures, and maybe even saving the world (no pressure). It’s about connecting with clients on a whole new level. As Alan Metcalfe (another architect with a romance novel name) puts it, “We are selling experiences, not a roof that doesn’t leak.” Though, let’s be honest, a roof that doesn’t leak is still pretty important.

So, how do you make this magical shift? Start by resetting your vision. Think of it like getting a new pair of glasses, but instead of seeing the blackboard clearly, you’re seeing the future. Some firms are pivoting faster than a ballerina on espresso, focusing on results-based approaches that make clients weak at the knees.

And remember, one size doesn’t fit all. Get creative with your presentations! Make puzzle pieces, do a dance, juggle flaming batons if you have to (actually, maybe don’t do that last one). The point is, engage your clients in the process. Show them the outcomes, make them feel the impact.

In the end, Service, it’s all about making a lasting impression. As Timberlake (still not Justin) says, “We’re not walking away after a project is finished.” You’re not just building structures; you’re creating legacies, shaping communities, and maybe even changing the world.

So, take a deep breath, gather your team, and start focusing on those juicy outcomes. That aerial river view? It’s your reminder to rise above the day-to-day and see the full impact of your work. Before you know it, you’ll be the talk of the town (or at least the AEC industry). And who knows? Maybe you’ll even crack a smile, Service with a Soon-to-be Grin!

Now go forth and create some outcomes! The Doctor believes in you!