This brilliantly engaging book may actually be one of the first to describe and discuss what might be architecture’s true value at this pivotal point in our own history: seeing that everything is connected, and artfully hosting that complexity, before constructively plotting routes towards clarity, pinned up on broad civic, ethical foundations.
So Architects after Architecture, as the title suggests, is not about buildings. Or at least not always, not directly. Buildings are simply one of the ways that this complex yet constructive sensibility might exert itself, but they are certainly not the only way, nor are they always the most potent – as muf’s Liza Fior makes clear here, when she says “the answer to a brief is not necessarily a building.”
More than ever, people are choosing how to spend their time based on the amount of attention they can garner—and you and I are no exception. Everyone is susceptible to this logic. But what I want to argue in this piece is that tech startup founders are particularly susceptible to this tendency.
Working at and around startups for several years, I’ve noticed many founders prioritizing culture, visibility, and perception over product, customer development, and strategy. Maybe this is to be expected in a time where culture moves faster and is perceived as more important than ever. But I find it unusual that the tech industry seems unaware of a whole class of typical mistakes founders make in pursuit of cultural relevance.
Early stage companies often deal with questions like “Why don’t we have as much adoption as we’d like at this time?” “Why aren’t we driving enough sales?” “Why is our churn rate so high and how do we raise retention?” and my favorite, “Why do we have no users?”
There are many ways to address these issues, but I find that companies frequently—and incorrectly—identify their public presence as the way to solve them.