Читать книгу Voices of Design Leadership - Ken Sanders - Страница 16

An unfortunate phrase occasionally heard from a design leader who lost a project to a competitor is “our fees were too high.” In most cases, what actually happened was a failure to differentiate. In the absence of strong relationships, reputation, or competitive advantage – real or perceived – lower fees usually prevail. Conversely, clearly differentiated value and client experience – whether found in design services, hotels, restaurants, cars, or mobile phones – can and do command higher prices.

So when you hear “our fees were too high,” look behind the curtain for the real culprit. Design leaders who constantly lower their fees in response are engaging in a race to the bottom. It is far better to focus on strong market differentiation, as well as continuous improvement of delivery methods and project management discipline, in order to stay competitive.

Another unfortunate phrase occasionally heard from a design leader defending an unsatisfying result is “well, the client wanted it.” In reality, such outcomes are typically driven less by client want and more by a failure of persuasion. To persuade effectively, design leaders need to understand not only their client’s opinions, but also the interests behind them.

Effective persuasion sometimes means inviting additional partners to the table. In Chapter 11, Rafael Viñoly describes how he defended the exposed concrete exterior finish for 432 Park Avenue by inviting specialists from Portugal to join the design and construction team. He knew that debating aesthetic preferences would be inadequate; instead, he sponsored a path to success. As Rafael explains, “I remember something that Cesar Pelli used to say, which is that essentially what we do is to make decisions. And if a decision is based on if you like it alone, then you have to be really the best liker in the world.”

Persuasion is hard work, and you will not always prevail. But saying “the client wanted it” is a form of finger-pointing. A better phrase is “we failed to convince the client otherwise.” Always own every decision that your client makes for you, whether you agree with it or not.