It’s a great point Mette Aamodt, totally agree that it relates to marketing & our architectural education around this is limited or indeeed non-existent. I’d also argue that this is not just around marketing our architectural practices, but also our marketing of the practice of architecture more broadly. I’d suggest that we’re self-limiting in our description of architecture and the profession suffers as a whole. We need to change our stories around this.

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