
Good architects also need to be good “marketects”: they must be able to sell and promote their cause as well as publicize their achievements, outcomes, and results. But how do they do this? What tips and guidelines from the world of marketing can architects adopt to their advantage? First of all, what do we mean by “marketecture”? With a cynical hat on, some might argue that marketecture is about selling something that you don’t really need. In a Dilbert cartoon from 2009, the Director of Marketecture says that “it is better to seem good than to be good. A misleading benchmark test can accomplish in minutes what years of good engineering can never do.” In …



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