Creating a Professional Image in the Design Community (Architecture, Engineering , Surveying and Mapping)

Creating a Professional Image in the Design Community (Architecture, Engineering, Surveying and Mapping) John Palatiello COFPAES October 14, 2008

Misuse of Terminology

"Defining Deviancy Down" a theory that clearly implies that there are circumstances in which society will choose not to notice behavior that would be otherwise controlled, or disapproved, or even punished. Daniel Patrick Moynihan "Defining Deviancy Down: How We've Become Accustomed To Alarming Levels Of Crime And Destructive Behavior." American Scholar (Winter 1993)

"Defining Professionalism Down?" Threats to the design “profession”--

"Defining Professionalism Down?" Threats to the design “profession”– - there’s no need for professionalism, government employees can do it

"Defining Professionalism Down?" Threats to the design “profession”– - there’s no need for professionalism, government employees can do it - there’s no need for professionalism, college students can do it

"Defining Professionalism Down?" Threats to the design “profession”– - there’s no need for professionalism, the government can do it - there’s no need for professionalism, college students can do it - there’s no need for professionalism, prisoners can do it

"Defining Professionalism Down?" Threats to the design “profession”– - there’s no need for professionalism, the government can do it - there’s no need for professionalism, college students can do it - there’s no need for professionalism, prisoners can do it - there’s no need for professionalism, low wage workers in India and China can do it

"Defining Professionalism Down?" Threats to the design “profession”– - there’s no need for professionalism, the lowest bidder can do it

Threat of Commoditization The concept of “professional services” is being threatened by commoditization, not just in the design community, but in other professions as well

Commoditization • “Existing business models used in firms will be contrasted to new models of practice now emerging within the design and construction industry that are designed to escape the pressures of commoditization, create greater value for clients, and earn a “fair return on value created.” • ACEC Seminar, Jan 23-27, 2004, Sea Island, GA

Commoditization • Do you feel like you're losing the battle against commoditization, and are compensated less and less for your services? … Are you forced into making pricing concessions? • AIA-NY Business Development SeminarMarch 8, 2004

Commoditization • Recently, I was asked to participate in the MSBA Planning Committee retreat, which focused on the challenges facing the legal profession … the most pressing issue discussed … was the threat of "commoditization" of the legal profession. Commoditization is the transformation of products and services, which have traditionally been considered legal work, into commodities available for sale or at no cost to the public over the Internet or from other non-legal sources. Maryland State Bar Association, Taxation Section Chair, Spring 2000

Use of Terminology • The way members of the design community describe ourselves and what we do affects how the public, and the market, perceives us. Choose Your Words Wisely …

Apprentice The term “apprentice” connotes a laborer or union tradesman, not a pre-professional. The experience one must have to sit for a licensing exam is an “internship” not an apprenticeship. Reagan Administration Department of Labor removed “land surveyor” and “photogrammetrist” from List of Apprenticeable Occupations Ever hear your doctor or attorney talk about when he or she was an apprentice?

Customers Industries and retailers have “customers”, professionals have “clients”.

Industry A/E/S/M is a “profession”, not an “industry”

“Vendor” Webster’s Dictionary defines a vendor as “one who vends” and “vend” as “to sell especially as a hawker or peddler (and) to sell by means of vending machines”. Will anyone who peddles plans, drawings, maps or surveys through a vending machine, please raise your hand?

“Products” Professional service firms provide “services”. Clients receive “deliverables”, not products.

“Bid” Professionals don’t bid for their services. They compete, submit proposals, qualifications or offers, but not bids. Tom saved $1,000 by low bidding his mapping

Conclusions • Misuse of terminology by the A/E/S/M profession can result in harmful consequences for individual practitioners and professional firms with regard to: • Federal procurement • Employment classification • Professional liability • University accreditation • Tax (sales) & accounting (cash accounting)

Conclusions • Use care in describing yourself and the your practice, as that will influence what your clients and the public thinks of all of us in this profession.

Conclusions • COFPAES needs a strategy to mobilize its members, educate its respective organizations, and work together to advance QBS, promote professionalism, and regain professional recognition for our members.

Conclusions • If members of the A/E/S/M or “design” community talks about achieves training and education through an apprenticeship to enter the industry, to work in a firm that is a vendor, who delivers products to a customer, after submitting a bid … how can we make the case that our profession deserves different treatment in government procurement --- QBS?

for further information contact: John M. Palatiello COFPAES Administrator 1760 Reston Parkway, Suite 515 Reston, VA 20190 (703) 787-4748 john@cofpaes.org www.cofpaes.org

Creating a Professional Image in the Design Community (Architecture, Engineering , Surveying and Mapping)