Читать книгу Designing a World-Class Architecture Firm - Patrick MacLeamy - Страница 22

1 Hire and keep talented people long term. Otherwise, the time and money you invest in training them is a waste. Service businesses, like architecture, are only as good as their people.

2 Consider carefully before you lay people off, because you lose not only staff members, but also their reservoir of knowledge.

3 Secure your next commission before your current project ends, so that you can plan your firm's future and stop the stressful boom and bust pattern.

4 Assign one leader to full-time marketing to win new work so other leaders can focus on designing and delivering the work.

5 Don't rely on marketing alone. Good design must be in place too and is the key that will sustain the practice.

6 Develop a professional public relations program to bolster your reputation—and your marketing.

7 Diversify your practice by expanding into multiple cities, developing multiple services, and embracing multiple building types to recession-proof your firm.

8 Organize your practice around specialized leaders—such as design, production, marketing, and management—because it's more efficient than if every leader does everything.