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Desires, Goals And Dreams
By Clifford M. Scholz
In the steps that we use at CMSA in order to unfold the “Process” for our clients, the following step is the most subjective and most likely one of, if not the most important step in the “Process”. All of the steps are critical and important in creating a great final product, but this is undoubtedly, the one that will either make the creation the perfect solution for the client, or make it just another structure.
This step is to understand the client’s desires, goals and dreams. We accomplish this understanding through a number of venues. For the most part it is a series of conversations and verbal interactions where I discuss and inquire about the client’s current lifestyle, family and work routines. Being a great listener is imperative if you want to really get the full message from your client. People who come to us to have a new living environment created for them are generally in a positive mood. Through intuitive questioning and great listening, it is not very difficult to get our clients to respond and describe their desires, goals and dreams. I know when the interaction is working as it becomes a truly two-way interaction and not a one sided conversation.
Visual aids are a perfect centerpiece for many two-way interactions with our clients. The “one picture is worth a thousand words” is 100% true in these circumstances. We happen to have the walls of our conference rooms filled with photographs of our finished projects. We do this for a couple of reasons. First, we are very proud of our work and we love to display them. Second, it is a marvelous catalyst for client interaction. When a client sees the many examples of our work, it relaxes them. They are then able to comment on the positive and negative parts of our past work and how it relates to their specific desires, goals and dreams. I also love it when a client brings photographs of designs that they are attracted to and would like to explore. The process is happening when the honing of the clients desires, goals and dreams is happening, regardless of the medium.
Undoubtedly it is a fun filled process, but it must also be harnessed to become a reality. This is a 3- dimensional thinking process. Soaking up all of the great design ideas and finishes, along with future thoughts of family gatherings and entertaining, plus tempering those thoughts with zoning issues and building costs. I like to tell my clients that we are very thick and thin skinned at the same time. I can take criticism very well (thick skinned) when it is for the good of the project, but I also do not take it well (thin skinned) when it is for self sustaining reasons that have no relevancy to the project. I think a great architect has to have the ability to be able to “soak up” the embellishments as well as temper them with reality in order to deliver to the client a workable solution without having the client on a tricky and uncomfortable roller coaster ride. The variables are many, and it is only the experienced architect that can discern through the unimportant trivia and work competently with the pertinent criteria of the project.
It certainly can be quite dynamic. It is a lot of information and a lot of emotion all at the same time, mixed with a real dose of reality. It is truly a great responsibility to have a client share their personal desires, goals and dreams and to be able to turn that into a reality. It is the “flow” of this process that makes this profession so fulfilling.
As founder of CMSA, Cliff has over 35 years of experience in architecture and construction. His sense of design and clear-cut goals has created a reputation for quality and excellence for his firm. As lead architect, he is responsible for the design of projects consisting of custom residential developments, office structures, commercial renovations, golf clubs and high-rise condominium buildings. He takes a proactive role in every project as the client contact, and directs his team of highly skilled professionals to keep every endeavor in balance. Cliff received his Bachelor of Science in Architecture from Lawrence Institute of Technology in Southfield, Michigan, and a Bachelor of Architecture from the University of Miami in Coral Gables, Florida. Cliff is also a Licensed General Contractor in the State of Florida and certified as a LEED AP. Cliff may be reached at 941-923-2400 or via email at cscholz@cmsa1.com [2].
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