ABSTRACT

The book attempts to expand the architect’s perspective of what the profession is and what it could be. A more business-oriented view of the industry and subsequent actions taken to control the architect’s “product” will eventually bring architects back to a place of respect in the marketplace. This will not be a comfortable or easy change for the architect to make, but it is a necessary one. Outsiders are ready to take over a profession that can’t seem to move forward on its own. Will you, the architect, take the steps to secure the profession or will you let others dictate the future of architecture?