1. The Firm 2 The Architect’s Office The Sparks Framework: 6 Archetypes
from Professional Practice, Chapter 9 by Paul Segal
The Sparks Framework: 6 Archetypes
from Handbook of Architectural Practice, Chapter 5.1 by Ellen Flynn-Heapes
Office Organization & The Legal Structure of Firms

2. Frank Lloyd Wright

3. SOM
Started in 1936, NY SF, DC, LA, Hong Kong, Shanghi; 10k projects in 50 countries

4. The Architect’s Office
Many studies of professionals and firms group them into categories defined by…
Core Values
Services
Clients

5. Expertise Expert firms value ideas
Celeberty architects known for design talents
Clients are those for whom a unique, special design is critical for project success

6. Experience These firms offer known-how
In building types (hospitals)
In geography (southwest)
In systems (prefab or modular)
Client who want ot play it safe go to a firm that has done many of “their” type of building before.

7. Execution These firms know how to ‘get it done’ Projects that are..
Very large
In difficult sites
On tough schedules
These firms specialize in processes and procedures.
Build a hospital in an underdeveloped country in 3 months; most firms can’t deliver this..

8. Firm Operating Values Practice-Centered Firm
Architecture is a way of life for the firm’s members
They live and breath architecture 24/7; doing it as well as possible until any hour is what drives them

9. Firm Operating Values Business-Centered Firm
The practice is a livelihood
The members consider it a business rather than a mission

10. Basic Elements of a Business Design Model
Getting Work – Markets & Marketing
Doing Work – Projects & People
Organizing Work – Money & Leadership
What is the firm known for? – Sales message, best fees
What are the firms targets? – Deep experience, staff mix
How does the firm organize for business? – Ownership, offices, investments

11. The Sparks Framework Six Archetypes for the Design Professions
The Einsteins
The Niche Experts
The Market Partners
The Community Leaders
The Orchestrators
The Efficiency Experts

12. The Einsteins Generate original ideas and new technologies
High profile architectural design firms
Known for distinctive set of original ideas applied across building types
Receive grants or endowments
Renzo Piano, Norman Foster, Frank Gehry & Santiago Calatrava

13. The Niche Experts
Specialists dedicated to a specific type of project or service within a broader market
Frequently team with other firms to provide full services
Often national or international
They watch the Einsteins & adapt them to create state of the art work
HOK Sport, Beyer Blinder Bell

14. The Market Partners
Leader in one or a few markets e.g. higher education, health care, airports, etc.
Strong advocates for their clients and their industries
Einhorn Yafee Prescott
Many times these firms hire client-side staff

15. The Community Leaders
Firms aim for community leadership roles in their towns
They develop political relationships within the community
They seek premier local project work public buildings, police stations, schools & other municipal facilities
Expedite decision making due to relationships; can open doors closed to outsiders

16. The Orchestrators
Focus on outstanding project management, bringing their skills to on large complex projects including the best design-build projects.
Emphasis on speed coordination and control. Many are known for their PM and CM expertise
Bechtel, Heery International
Currently some consulting & management firms are moving into our industries; Ernst & Young

17. The Efficiency Experts
Focus on prototypes, site adaptations and multi-site rollouts for retail stores, branch banks, telecom, etc.
Clients include companies like Wal-Mart, Marriott, “big-box” retail

18. A critical component of running a firm is the integration of..
Values
Market
Technology
Focus
These must coordinate and ‘fit’ with clients

19. Firms are people working toegther, and their goals, beliefs and values must harmonize.
It is essential to know yourself, your staff and colleagues and your clients
LACK OF FIT HURTS ALL INVOLVED