We all know the complaints: too many architects routinely accept fees for projects they know won't pencil out. They enter unpaid competitions. They give away services, or they compete for jobs based solely on price. And they commit this economic hara-kiri in an environment already beset by stagnant fees, risk-averse clients who are allergic to innovative design, and a construction process increasingly dominated by cost-conscious contractors.
While bottom-feeding architects are as old as the profession itself, the business challenges facing most mainstream firms are unprecedented. Like so many other industries, architecture is undergoing profound change, much of it driven by technology, which in turn is undermining the economic foundation of the profession. How architects get paid—and what they get paid for—is in flux. The smartest and most profitable firms are identifying new opportunities and creating a broader definition of what constitutes architectural services.
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