It's one of architects' blind spots that they believe talent will get them through - that if they concentrate on their 'art' and ignore commerce they can survive a recession. This is a fallacy.

Architects’ declining fortunes is basically a marketing problem. Architects have failed to maintain their USP and allowed others to move in to take great chunks of their market.

It really saddens me to see brilliant practices with so much to offer, fall off the radar because they think marketing is a dirty word. Because despite the gloom, for practices wanting to help shape the new normal it could be an interesting time.

because the disruption bought about by the pandemic will change the way we behave and what we care about.