Nearly 60 firm leaders came together in Northern Virginia on March 22 to exchange ideas, enjoy fellowship, and learn at the second biennial Art of Practice.
The program kicked off with Message Book training presented by the AIA’s Caitlin Reagan and Frank Scanlan. The group learned the basics of communication philosophy and how to design effective messages. After hearing some excellent tips and watching good (and truly awful!) examples of public speaking, attendees took part in an interactive exercise on crafting message headlines. After that, the group dug into how to use these tools in business development and advocacy environments. Several brave souls volunteered to put what they learned into practice. Short mock interviews were conducted and played back for the group to critique.
Following robust conversations (and wine) over lunch, Michele Russo, the Managing Director of Research and Practice at the AIA, offered an economic forecast. After sharing current conditions and the top four business concerns in architecture firms, she offered a 2019/2020 outlook for the profession. Predictions indicate that firms can expect growth in 2019 – but at a slower rate than last year. She shared several indicators that hint at slower economic growth in 2020.
Karl Feldman from Hinge offered emerging research and best practices for employee recruitment and retention. He shared generational differences in how candidates approach a job search as well as how they evaluate opportunities. Following a lively Q&A session, Karl moderated a Leadership Transition Panel Discussion featuring Donna Phaneuf, FAIA; Mark Orling, AIA; Bob Moje, FAIA; Tom Kerns, FAIA; and Rob Comet, AIA. Each of the panelists shared their approach to leadership cultivation and transition within their firms.
Art of Practice Video
Special thanks to Philip Moo for creating a video of highlights from the day.