Normal: conforming to a standard, usual, typical or expected; the usual, average or typical state or condition. Basically normal is BORING. There are a lot of normal architects out there. They are stuck in the typical way of doing things, the standard method of practice. This is why so many architects either fail or fail to succeed and grow. If you don’t position yourself to be ab-normal and move with the times you’ll never be as successful as you could be.
Architecture is, and always has been, a service profession. To paraphrase Philip Johnson, “architects are prostitutes”. We are in the business of selling ourselves and our services to our clients. For decades this has been fairly easy. Economic times, for the most part, were robust the last 30 years or so. But, in an age when the gap between those leaving the profession and those entering the profession is getting wider and wider, we can’t afford to keep on keeping on. We have to grow, change, be flexible and adaptable to almost any client need.
“Normal” is no longer an acceptable business practice model. This goes not just for the types of clients we take on, but also for how we practice. We need to develop a business and practice model that is more tailor-able to a multitude of project and client needs. The days of suit and tie architecture are all but over. And it’s about time.