ABSTRACT

This chapter draws on the extensive knowledge and experience of Key Resource Scott W. Braley, who has prepared an extensive paper on the topic for this handbook. Design professionals who seek success may initially see 'quality' as a 'given' in the marketplace, and as a fundamental interest of potential clients. Unfortunately, these assumptions do not do justice to the intricacies of determining 'position' in the market. Market 'position' can have many different meanings in the A/E/C industry. In this intentionally brief summary, the chapter focuses on market 'position', market 'positioning' and key methods and actions that can be used to identify and achieve desired market position and necessary positioning actions. An independent market position is one that is established and maintained solely, or in great measure, by the positioning actions of the design profession. A design professional can create an independent market position by asserting and proving that its process, product or perception is unique when compared to other design professionals.