BOOK REVIEW:HOW TO WIN WORK by Jan KNIKKER
THE ARCHITECT'S GUIDE TO BUSINESS DEVELOPMENT AND MARKETING
Hey there,
It's been a while since I last wrote to you, but I'm back on track and excited to reconnect!
If you've been following our newsletter or podcast, you already know that our main focus is to explore opportunities for architects and designers on how to effectively market and monetize their professional and creative skills.
I must admit, I'm not a big fan of so-called "GURUs" who claim to have all the answers to success. That's why all the information I share is based on multiple sources, ensuring credibility and reliability. With that said, I want to share a recent gem of a book that I stumbled upon amid the noise of LinkedIn: "How to Win Work: The Architect's Guide to Business Development and Marketing" by Jan Knikker.
The Author
Jan Knikker, a Partner and Head of Strategy at MVRDV, has been an integral part of this cutting-edge Dutch architecture practice since 2008. Prior to that, he spent nearly a decade shaping OMA's public image. However, what truly sets him apart and makes this book special is his diverse background. Jan began his career as a journalist, bringing a unique perspective to the table.
Image Jan Knikker Author and Copyright: Allard van der Hoek
In my opinion, "How to Win Work: The Architect's Guide to Business Development and Marketing" holds particular significance because it is authored by someone who is not an architect but plays a key role in one of the most important architecture offices globally. This vantage point offers architects a priceless opportunity to gain insights into the business side of the profession.
The book provides invaluable, highly inspirational, and insightful perspectives as we get an inside look at the business operations of MVRDV. The Dutch offices has designed some of the most iconic buildings of our times, the work of the team is a proof of outstanding quality of architecture, but this alone would not have been enough to achieve the level of sucess they are enjoying now. Having a strategy expert as Jan has played a key role to market and promote the Dutch quality of architectural design around the globe!
Price, Structure and Language
The book, published by RIBA, is available for purchase on Amazon, and I bought it at a price of 36.84€, which may not be the most economical option for this type of literature but I think the book is worth it. The book comprises approximately 200 pages, which are divided into four sections: Introduction, Public Relations, Business Development, and Case Studies.
Each Section is subdivided in chapters and at the end of each of those chapters you will find a summary of the practical tips of that chapter. The book is really easy to read, the language used is plain and simple, probably because Jan is not a native english speaker and his original scripts where edited by Jessica Cullen, Canadian Copywriter at MVRDV.
The structure of the book turns it into a manual that you can easily consult at any time and get the key information on the different topics illustrated in it. I would recommend to keep the book permanently on your desk if you are planning on starting your own architecture company or if you are in charge of one already.
The Intro Section
In the introductory section of his book, Jan gets straight to the point about what an architectural firm actually is: a capitalist organization that sells designs and needs to generate revenue to sustain its operations and achieve growth over time. However, he also delves into the issue of free labor that architects often find themselves doing and offers insights on how to minimize it.
The part that I find particularly valuable in this section is the chapter on the significance of defining your vision and mission as both a designer and an architectural firm by answering the following questions:
For the Mission statement
What do we do?
How do we do it?
Who do we do it for?
( I would add “Why do we do it?” by SImon Sinek)
For the visions statement
What do we bring to the world, to the discipline or to our clients?
What do we change?
What are our hopes and dreams?
The PR section
The second and longest section of the book is the one about public relations.
In fact one of the chapters in this section was titled by Jan:
“If I was down to my last dollar, I would spend it on PR”
In the initial chapters of this section, Jan maintains a strong focus on guiding readers through the process of establishing their own architectural company. He introduces important concepts such as marketing and the business plan.
One intriguing tool he suggests, which I highly recommend researching on the Internet, is the “business plan canvas”. This is a simple template that you can find for free on google and that helps you outline your initial strategies for launching and promoting your architecture firm (or any other business actually).
The public relations section of the book truly shines with Jan's holistic approach to public relations, emphasizing the importance of establishing a strong brand as the foundation of our communication strategy. Jan's perspective suggests that communication is not limited to online content, newspaper articles, or program participation; it encompasses everything that connects potential customers to our studio.
From the design and content of our website to the language we use on social media, the quality of our renderings, and the representation of floor plans, sections, and elevations, all the way to the type of physical models we present and our business cards, even our attire – these aspects should be carefully crafted to align with the vision, mission, and values of our brand. By doing so, we create a consistent and compelling brand identity that resonates with our target audience, helping us build lasting connections and trust with potential clients.
The Business Development section
Indeed, the section on business development stands as the second longest in the book. While the PR section teaches us how to cast nets and bait to attract potential clients, Jan delves into a different approach in this section. Here, he explains how we can take the initiative to reach out and approach our potential clients directly. This proactive approach empowers us to foster meaningful connections and opportunities, putting us in control of our client outreach and business growth.
The aspects on how to approach our potential clients expressed in this chapter are numerous, but there are some parts that have particularly struck me and made me reflect, which I want to share with you. For example, building an Avatar of our ideal client, which means defining as precisely as possible who would be our ideal client is and trying to attract precisely those types of people. This might be very important considering that the architectural process is lengthy and complex, and if we tie ourselves in this long messy process it is preferable to have a good, collaborative, and professional relationship with our client.
Another chapter of this section that I found interesting is the one about real estate fairs like MIPIM or EXPO Real. Jan reveals many aspects of participating in these fairs, such as how to dress, how to present our work, the type of investors who attend them, and how to maximize the potential benefits of being present at these venues.
The Case studies chapter
The book concludes with a final section in which Jan presents eight case studies of eight different architectural firms. He demonstrates how these firms have established themselves through various marketing, PR, and business model approaches. I really appreciated this final section because on side it shows us how there is not one way to achieve success into starting an architectural company, and because by showcasing other offies, Jan really does not want to appear as a GURU that knows how it is done!
The eight companies which he showcases in the book are:
shedkm (Liverpool & London)
mgma studio (Liverpool)
Studio MUTT (Liverpool)
Coffey Architects (London)
DMA David Miller (Liverpool & London)
Failden Fowles (London)
Turner Works (London)
Powerhouse Company (Rotterdam,Munich, Oslo)
I will try to contact each one of them and try to have them on The Creative Insider Podcast!
My conclusion and personal experiment
My conclusion is that books like these are very interesting, enjoyable to read, and provide a great dose of motivation. However, this motivation often doesn't last over time. For this reason, I have thought about trying to conduct a public and transparent experiment: following the guidelines from Jan's book (integrating ideas from other business books) and attempting to start an architecture studio from scratch. I would like to carry out all the procedures publicly through live streams and open videos on The Creative Insider's YouTube channel, aiming to create a practical, step-by-step guide on how to start an architecture studio.
I want to express my heartfelt gratitude to Cosimo Scotucci, an exceptional architect at MVRDV, who graciously introduced me to Jan. Although I had hoped to have him on the podcast, he humbly declined. Nevertheless, he showed genuine interest in the experiment and generously offered to provide further mentorship from his side.
I am very interested in hearing your opinion on this matter. If you are interested in such a format, don't hesitate to contact me through various social media channels and share this email with people you believe might be interested in this project.
I hope you enjoyed this email,
Take Care,
Georgi