“The core of our program,” says Sive, “is instilling in architects and engineers a sensitivity that it’s their responsibility to understand how clients perceive them and want to communicate.” This requires getting cooperation from the entire staff. Firm leaders should communicate this, not only through instruction but also by example. Sive and Strong have adopted the motto, “Be a magnet, not a stick.” If leaders show sensitivity to their staff, their “internal clients,” they will, in effect, pull people toward following their example. This works better than “bludgeoning” them into compliance. Care in internal communications also expresses to staff a standard of excellence that should spill over into client communications.
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