FUTURE LEADERS Seminar 2 (16 May): COMING TO THE FORE … · Pack. We would like to take this opportunity to thank you for attending our Future Leaders Seminar: Coming to the Fore

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@RIBA #futureleadersArchitecture.com/FutureLeaders2017

LEARNING TO LEAD 7 MarchCOMING TO THE FORE 16 May

BUSINESS & INNOVATION 11 July10am - 4pm

66 Portland Place, W1

Architecture.com/FutureLeaders2017@RIBA #futureleaders

FUTURE LEADERSSeminar 2 (16 May):COMING TO THE FORE

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Welcome to your interactive Delegate Resource Pack. We would like to take this opportunity to thank you for attending our Future Leaders Seminar: Coming to the Fore. We hope you had an engaging and inspiring day. This document offers a summary of the insights shared throughout the day and links to recordings of all presentations and panel discussions should you wish to watch them again.

Clicking on this icon below the session summaries will take you to the video recording.

How to use

WelcomeComing to the fore by building your reputation from the ground up

Delivering successful presentations to clients and colleaguesPitching it right: verbal and visual communication

Developing the right type of client relationships for winning workCommunicating value to your clients

Building a distinct identityClosing remarks

Speakers and PresentationsResources

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Sessions

© cover art and logo by Darkhorse Design

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Welcome Caroline Buckingham, RIBA Vice President Practice & Profession

In the course of her long career with HLM Architects, where she is a Board Director, Caroline has never hesitated to test her boundaries and expand her horizons, whether setting up a branch in the Emirates, working while raising children, or climbing mountains (literally). While her achievements are quite extraordinary, Caroline has maintained a humble demeanour and is not afraid to admit to the challenges and doubts she has encountered along the way.

Her advice to young architects is to:

• Develop your soft skills and relationships• Nurture your passion and find your style• Learn to be resilient when critiqued • It is not necessary to be loud; listening is

important• Be assertive, without being pompous


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• Develop and nurture your network. A large network creates opportunities

• Seek to bond with people on a personal level. Personal relationships accelerate business relationships

Respect the networking etiquette

• Make eye contact and use people’s names in conversation

• Don’t interrupt others, respect their conversation • Ask questions of others rather than holding

monologues• Share your attention to all people if in a group

situation• Networking is not about selling, don’t pitch to

people

As an entrepreneur himself and co-founder of Champions for Small Business, Warren knows all about the challenges of making a name for yourself in a fast-changing world. Anticipating change is vital to future-proofing, as is making the best use of digital tools for growing your influence today.

Some of his lessons are timeless: people take their cues from others, so credibility by association can work.

Coming to the fore by building your reputation from the ground up Warren Cass, entrepreneur and professional speaker

Digital world

• The digital revolution changes traditional business models from ownership to access

• You need to be found instantly – optimise your Google profile

• Consider the use of video to enhance visibility• Always stay ahead on social and technical

trends

Understand yourself and others

• Foster self-awareness by seeking honest feedback

• Find personal mentors and meet them regularly• Understand diversity in order to communicate

successfully• Influencing requires different approaches to

media use across different generations

Build your credibility

• People, including clients, look for social proof of others’ expertise. Demonstrate your expertise on social media, ask actively for feedback from clients

• You can build credibility by association, both with respected individuals or companies

Grow your influence

• Share your knowledge freely, be the hub of connectedness

• Free consultations help demonstrate expertise and win work

Learning outcomesJo Wright, Practice Leader at Arup Associates

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Preparation is key

• Find out where, when, to whom you present• Know your purpose• Consider the tone you want to set• Decide if to sit or to stand. Standing is

generally better• Only start when ready

Presentation structure

• Introduce yourself • Introduce your aim and structure - be explicit

about your purpose• Outline your points• Re-cap when needed• Summarise• Close

Practicalities

• Choose the best medium to make your point• Never use InDesign or PDF’s• Avoid PowerPoint tourettes - 30 secs per slide

minimum• Limit the amount of text on slides• Reveal text at your speaking pace• Use images if you can & keep videos short• Rehearse your technology • Seek feedback before & after

Responsible for Grimshaw’s commercial performance, Mark Middleton is a seasoned presenter to clients and staff alike. He admits to not being the best speaker, but to have learned from his early mistakes.

In this session, he shares his dos and don’ts and reminds us to remember that there is not one right way to present, and that everyone gets nervous.

Delivering successful presentations to clients and colleagues Mark Middleton, Managing Partner, Grimshaw Architects


Body language & delivery

• Facial expressions, body language and voice are as important as the content

• Maintain eye contact with the audience (and not just one person)

• Consider interaction, if appropriate• Deliver a simple message, repeat frequently• Speak slowly and clearly; avoid expressions

of uncertainty• Don’t dwell on mistakes, you can come back

to points later• Keep an open posture; smile• Move around the stage; use hand gestures• Don’t go overtime

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Be discoverable

• Know who to talk to in the press• Remind the press but don’t pester or appear

needy• Make yourself discoverable also to your peers• Use the awards system. Awards spill out of the

profession. • Consider pitching to popular design oriented

online platforms such as Dezeen• Self-publication is useful for creating a record of

your work• Good speculative ideas can work. Publicise a

self-generated project occasionally that solves a real problem

Pitching it right

• Think about who you are appealing to• Consider the different stories you can tell, e.g. on

sustainability or technology• Optimise your online presence. Many architects

neglect their websites or fail to consider their audience

• Consider tone, visual presentation and structure• Do not forget your ‘Find an Architect’ page• Avoid architectural jargon or developer speak in

conversation with clients• Impress with your ability to sketch on the spot• Let people know it’s about them not you

A prolific architecture and design critic, Hugh gave the audience a rare glimpse into the mind of an editor; how talent is discovered (personal networks are key), smart ways of bringing yourself to the attention of the press, and getting the tone right.

While he cautions not to pester, architects should use the right channels (awards, Find an Architect, social media) to ensure their work is visible and readily discoverable; good work alone will only go so far.

Pitching it right: verbal and visual communication Hugh Pearman, Editor of RIBAJ


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Formerly a practicing architect, Basil has developed selling into an art form, and enjoys it as much. His coolly strategic approach complemented by an insight into human nature and a readiness to take on any challenge has paid off well. Listening to him relate his anecdotes, it may sound easy, but a lot of hard work is required to win over potential clients, and most of all perseverance and tenaciousness.

Developing the right type of client relationships for winning work Basil Sawczuk, marketing and business development consultant

Learning outcomesJo Wright, Practice Leader at Arup AssociatesChoose your clients, don’t only let clients choose you

• Who do you want to work for?• Do they offer positive ‘life time value’?• What are their needs?• Can you deliver their needs?

Target the client you want to work for

• Communicate availability• Pitch, tender and negotiate• Do a good job and get repeat work• Collect data for future proposals

Be wary of clients who:

• Want to pay very little• Take up a disproportionate amount of your

time and energy• Offer no loyalty and always tender for new

projects• Younger clients tend to switch more easily

Client criteria

• Select architects either for their name or their personality

• Dress code and environment need to be a fit

• Compatibility is key - select individuals within the company accordingly

Developing the relationship

• Develop personal rapport – don’t only talk about architecture

• Adapt your behaviour and language to the client’s

• But, do not pander or be a bore

Winning the client

• Understand and prioritise the client’s needs• Understand and speak the client’s language • Adjust your language to reflect if the project

is a one-off or a standard product• Save the client money (whether cash or

time) • Seek to add commercial value• Clients care more about expertise and

ability to problem solve than presentation skills: be sincere, enthusiastic and knowledgeable

On networking

• Networking can happen anywhere, be open to opportunities

• Go to networking functions where clients gather, not architects

• Don’t always go to the same events with the same people

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At the event

• Be strategic about who to talk to - find out who the most important people are

• Don’t be shy, insert yourself in conversations • Be ready with conversation about why you

stand out

After the event

• Keep only the cards of relevant people• Follow up after the event, do so repeatedly if

necessary• Have a brochure of your work ready to share.• Use your networking contacts to get through to

key people• Ask about potential clients procurement

method/list• Only present to potential clients when they are

in buying mode • Nurture relationships over the long run, it may

pay off eventually

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Their joint presentation is testimony to the successful working relationship McBains Cooper built with their client Kristian Chippendale. The architect’s focus on the client’s needs and the ability to put themselves in his shoes has created trust and the space needed to critically examine the brief in order to deliver greater value. Being attentive and considerate not only of the big picture but the little things can go a long way.

Communicating value to your clients Mark Baseby, Project Director, McBains Cooper; Kristian Chippendale, client

Learning outcomesJo Wright, Practice Leader at Arup AssociatesFirst basics

• Agree communication routes and timing; preferences vary

• Don’t assume your client understands your language or typical processes; break it down for them

• Make sure there is always someone available to speak to the client

• Check in on the client regularly. There should be no need for reviews if the relationship is being nurtured

Fostering trust

• Work with a consistent team throughout• If possible include a senior person• When clients tender they have done

their due diligence. Don’t feel you have to demonstrate competence by talking about old projects

• Talk instead about the client’s own project in an informed and enthusiastic way

Delivering value

• Understand client requirements thoroughly, but question them

• ‘Value’ is not always only about money• Be open to changes to the brief but clearly

document and record them• If a client seeks constant changes, have a

conversation with them about the need for change

• In D&B contracts, having separate teams working for the client and contractor helps manage conflict


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With an impressive portfolio of clients to her name, Laura is passionate about good architecture and cuts through the noise to deliver a clear message: substance comes first, always.

Yet do put effort into getting your material out there and into the right (comms) hands, many architects are missing that trick.

Building a distinct identity Laura Iloniemi, PR consultant

Learning outcomesJo Wright, Practice Leader at Arup AssociatesAuthenticity & Leadership

• There are many ways to form an architectural identity, you don’t have to fit one mould

• Don’t pander if you want to be a leader in your field

• Have confidence and belief in yourself - leadership is getting people to see things your way

• Clients want leadership. Don’t be too needy

Substance

• A successful brand is built on substance; branding agents cannot do it for you

• Develop a special interest or expertise to enhance your profile and visibility

• Find a balance of cultural and commercial interests in your practice

Presentation

• Choose a way to present yourself and do it over and over again

• Consider practicing a particular drawing style across the office to create recognition

• Put effort into your office space. It reinforces an internal and external identity

Relationships matter

• Work with people who understand architecture• Develop a trusted relationship with the in-house

communications team• Give them good material and respect the

deadlines. They’ll come back for more

Influencing means walking a tightrope between leading with confidence and putting yourself in the client’s shoes, between adjusting to the needs and persona of the client and avoiding to pander.

Influence will rarely come by accident; find your purpose and think ahead. Yet trust your style and do what works for you, there is not one way to build your identity and stand out.

Your reputation is built on your work and behaviour; nurture it. But good work alone will only take you so far. Make an active effort to enhance your visibility and discoverability.

You can achieve a lot by getting simple basics right, such as the tone and presentation of your website, social media presence, and Find an Architect directory. Beyond that, focus on building your network, both in quantity and, importantly, quality.

Closing RemarksLucy Carmichael, Director of Practice, RIBA

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Caroline BuckinghamHLM Architects

Warren CassProfessional Speaker

Kristian ChippendaleClient

Laura IloniemiPR Consultant

Speakers

Mark LeesonMcBains Cooper

Mark MiddletonGrimshaw Architects

Hugh PearmanRIBA Journal

Basil SawczukConsultant

PresentationsAll presentations from the day can be accessed via Box:https://riba.app.box.com/files/0/f/27964509511/Future_Leaders_II_2017

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Resources

INFLUENCE

1. Warren Cass, Influence: How to raise Your profile, manage your reputation and get noticed, Capstone, Wiley, scheduled for publication 23 June 2017. https://www.amazon.co.uk/d/Books/Influence-Profile-Reputation-Noticed-Relationship/0857087150/ ref=sr_1_1?s=books&ie=UTF8&qid=1495021146&sr=1-1&keywords=warren+cass

Forthcoming book by keynote speaker, Warren Cass, which provides an accessible and up-to-date handbook approach to influence in the age of social media.

2. Dale Carnegie, How to Win Friends and Influence People, Vermilion, new edition 2006 ( original edition Simon & Schuster, 1936). https://www.amazon.co.uk/d/Books/How-Win-Friends-Influence-People-Dale-Carnegie/0091906814

This 1936 classic was written by one of the first pioneers of self-development Dale Carnegie. He propelled himself from rural poverty in Missouri to fame and fortune in New York City by virtue of his silver tongue and his ability at public speaking – he was one of the US’s foremost teachers in public speaking. By his death in 1955, the book had sold almost 5 million copies and had set up a training institute for delivering public speaking and human relations courses that continues globally to this day.

3. Robert B Cialdini, Influence: the psychology of persuasion, HarperBusiness, revised edition 1st Collins Business Essentials Ed edition, 2007 (original edition 1984). https://www.amazon.co.uk/d/cka/Influence-Psychology-Persuasion-Robert-B-PhD- Cialdini/006124189X

By psychology professor, Robert Cialdini , this 1980s bestseller is based on three years working ‘under cover’ for used car dealers, fund-raising organisations and telemarketing companies, observing real-life sales techniques. The power of persuasion is distilled down to six principles: reciprocity, scarcity, authority, consensus, commitment and liking.

4. Roger Mavity and Stephen Bayley, Life is a pitch: How to sell yourself and your brilliant ideas, Corgi, 2008. https://www.amazon.co.uk/Lifes-Pitch-Roger-Mavity/dp/0552156833

A guide to human transactions from PR and advertising guru Roger Mavity and the renowned design critic and curator Stephen Bayley. The authors’ brief to themselves was to ‘write a book that took an emotional view of business and a business-like view of the emotions’. The book carries over the principles of the pitch to all human affairs, whether in the board room or on a date.

COMMUNICATION

1. Chris Anderson: TED’s secret to great public speaking https://www.ted.com/talks/chris_anderson_teds_secret_to_great_public_speaking

The insiders view to successful public speaking from the man who was responsible for developing TED into a globally recognised platform for disseminating ideas.

2. TEDEX Speaker Guide: http://storage.ted.com/tedx/manuals/tedxspeakerguide.pdf

3. Hugh Pearman: Writing on and around architecture http://hughpearman.com/

Online archive of articles for critic, author and editor Hugh Pearman.

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4. RIBA J https://www.ribaj.com/

Hugh Pearman is Editor of RIBA J and a regular contributor to the journal.

5. Helen Castle, ‘A Way with Words’, RIBA J, 2 May 2017 https://www.ribaj.com/intelligence/communication-sir-peter-cook-the-bartlett-school-of-architecture- ucl Article on why architects need to be good communicators, featuring quotes from Hugh Pearman, Sir Peter Cook, Neil Spiller, Camilla Neave of Make Architects and Sonal Rathod of PRP Architecture.

CONNECTING WITH CLIENTS

1. Basil Sawczuk, Marketing & Selling Professional Services in Architecture & Construction, Wiley-Blackwell, 2009. http://www.ribabookshops.com/item/marketing-selling-professional-services-in-architecture-and- construction/68901/

Featuring useful diagrams and checklists, Sawczuk’s book for architects and construction professionals sets out seven key principles for the selling and marketing of professional services.

2. Basil Sawczuk, Creating Winning Bids, RIBA Publishing, 2013. http://www.ribabookshops.com/item/creating-winning-bids/80354/

Outlines the key stages for winning a bid, covering a full range of procurement routes.

3. RIBA Working with Architects Client Survey Results, November 2016. https://www.architecture.com/knowledge-and-resources/knowledge-landing-page/working-with- architects-client-survey-results

The results of the Royal Institute of British Architects (RIBA) Working With Architects survey, which highlights how architects are perceived by construction clients.

4. Client and Architect – Developing the Essential Relationship. https://www.architecture.com/knowledge-and-resources/resources-landing-page/client-and-architect- developing-the-essential-relationship

During 2013 - 2015, the RIBA Client Liaison Group gathered evidence from some 500 clients through roundtable discussions and one-to-one interviews by industry sector and published the findings in this influential report.

5. An opportunity to participate further in the RIBA client/architect debate at Vision 2017 in London. https://www.architecture.com/whats-on/riba-at-vision-2017-in-london

See information at the bottom of the page for further details of roadshows in Croydon, Leeds, Newcastle and Cambridge.

IDENTITY

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1. Laura Iloniemi, ‘Architecture Marketing: At What Cost?’, Archdaily.com, 17 December 2013. http://www.archdaily.com/457977/architecture-marketing-at-what-cost

How practices can reap the benefits of marketing without losing their integrity? 2. Laura Iloniemi, Is it all About Image? How PR Works in Architecture, Wiley 2004 http://www.ribabookshops.com/item/is-it-all-about-image-how-pr-works-in-architecture/34881/

Highlights how architects should set about positioning themselves, demonstrating what works for who and why. Key insights are provided through case studies and interviews with acclaimed publicists who have worked on high-profile campaigns with globally renowned architects, as well as with leading editors and journalists from the architectural world.

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Documents

FUTURE LEADERS Seminar 2 (16 May): COMING TO THE FORE … · Pack. We would like to take this opportunity to thank you for attending our Future Leaders Seminar: Coming to the Fore