This article was originally published by The Architect's Newspaper as "Phil Bernstein pens inaugural column on technology, value, and architects’ evolving role."
This is the inaugural column “Practice Values,” a new bi-monthly series by architect and technologist Phil Bernstein. The column will focus on the evolving role of the architect at the intersection of design and construction, including subjects such as alternative delivery systems and value generation. Bernstein was formerly vice president at Autodesk and now teaches at the Yale School of Architecture.
This semester, I’m teaching a course called “Exploring New Value Propositions for Practice” that’s based on the premise that the changing role of architects in the building industry requires us to think critically about our value as designers in that system. After studying the structure and dynamics of practice business models, the supply chain, and other examples of innovative design enterprises, they’ll be asked to create a business plan for a “next generation” architectural practice. I’m agnostic as to what this practice does per se, as long as it operates somewhere in the constellation of things that architects can do, but there is one constraint—your proposed firm can’t be paid fixed or hourly rate fees. It has to create value (and profit) through some other strategy.