Real Estate/Development
Oct. 15, 2002
Architects: Don't Give Away the Store
BY GREG SERRAO Architects habitually sell themselves short. They give away 90 percent of their creative thinking and talent on a project's concept or schematic phase and only charge 15 percent or less of their total fee for that critical work. It doesn't make sense, and it's bad business. Yet that's exactly what the majority of California's architecture firms are doing.
Architects habitually sell themselves short. They give away 90 percent of their creative thinking and talent on a project's concept or schematic phase and only charge 15 percent or less of their total fee for that critical work. It doesn't make sense, and it's bad business. Yet that's exactly what the majori...
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