Managing Design

CHAPTER 6Strategy: Early Questions, Planning Horizons, and Socialization

INTERVIEW

Phil Bernstein, FAIA

Associate Dean and Senior Lecturer, Yale School of Architecture

25th August 2017

Phil Bernstein, FAIA, is the Associate Dean and Senior Lecturer at the Yale School of Architecture, co-author of Building (in) The Future: Recasting Labor in Architecture, contributor to multiple books and essays on technology's impact on design practice, and a frequent presenter at national conferences. He was formerly Vice President of Strategic Industry Relations, and continues as an Autodesk Fellow and a consultant to AEC firms helping them with technology strategy. He practiced most recently as a principal in the office of Pelli Clarke Pelli, Architects. He was recently called “The Prophet” in Architect magazine. His new book, Architecture | Design | Data: Practice Competency in the Era of Computation, was published in 2018.

Post-Pasture Value Propositions or “Three Horizons?”

You've been a practitioner, strategist, and consultant, focused on the future. Let's look at a typical architecture firm. Most are led by guys like me – fifty or sixty – overwhelmed by technology, the CM's fast-track processes, and compressed schedules. Those who want to change are undercapitalized or unaware of how to start. Can we speculate on an approach to firm survival?

“Firms that haven't ...