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Web Skills are Vital
If the Net is the future medium for all project information
(and that is probably a nearer future than you think) then
the most important new skill for AEC professionals is Web
design and development. That assumption is a key takeoff point
for much of the material in the first part of the book. But
the real support of this point comes later in the chapters
which focus on how firms today are transforming their practices
and reaping the benefits of Net technology.
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This new core skill is covered in subsequent chapters
2 through 6. We won't get into those chapters too much
here. In the first of those chapters this book provides
an excellent backgrounder on the creation of the Internet,
its origins at the Pentagon laboratory DARPA, its value
to scientist around the world, and its eventual rise
to the World Wide Web (WWW). This chapter is very illuminating
when you think about the actual diversity of players
involved in masterminding and creating this incredible
structure we call the Web.
The rest of the chapters covering Web skills actually
go into a bit of detail in creating Web sites. Though
this is where the book gets a tad weak, as it strikes
a lukewarm middle ground between introducing these skills
and actually teaching them. Those who are looking to
learn about mastering the applications and technologies
of producing Web sites should probably begin with online
guides and books like those from Lynda
Weinman.
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interesting side note about the diversity of players
behind the creation of the Internet is that it
demonstrates the true value of diverse players
in collaboration and healthy competition. What
this yields is far more powerful innovation then
what can be expected by single-source providers
of innovation -- no matter how large and powerful
they may appear. |
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Expanding Your Practice with the Internet
The real meat and potatoes of this book begins with chapter
7, Expanding your Practice with the
Internet. This chapter explores how some leading AEC
firms are using the Internet for their competitive advantage.
Topical treatment covers Programming and Problem Definition,
Firm Marketing, Research on the Web, Trading Networks, Online
Plan Checking and Permitting, Design Firm Administration,
and Internet-enabled Project Management.
For example this book shows us how New York-based Hardy
Holzman Pfeiffer Associates uses their Web site to supplement
live programming workshops with clients and user groups. The
Web site helped prepare participants for programming workshops
at a Northwestern University project. The value of this process
is that stakeholders are allowed increased interaction with
the design process and it allows for remote participation
-- something very important to university clients. Additionally
the information is retained in a format that is open to everyone
throughout the consensus phase. As Jonathan remarks, "Information
gathering and sharing become easier" with the Web.
In regards to marketing, this book brings to our attention
the valuable use of QuickTimeVR
(virtual reality) software and its use at Foster
and Partners' Website (one of the best early architect
sites on the Net). Multimedia becomes key in enhancing and
differentiating the user experience when they investigate
Foster's project experiences. Jonathan reminds us that the
"free flow of information about producers
and service providers is leading to a 'frictionless' economy
in which buyers and sellers can find each other much more
easily. That eventually means that long term relationships
anchored mainly in inertia are doomed."
The question is then, will those seeking services which you
provide be able to find you? And when they do, will you be
affective in marketing your services? As our culture becomes
grounded in this new process of obtaining product and services
information on the Net, it becomes even more critical that
your Web site be finely tuned to your particular audience's
informational needs and can differentiate itself from the
competition.
Chapter 7, Expanding your Practice
with the Internet, continues with information on streamlining
your practice. Both using the Net to do product research and
being on the Net so that others can find you in the booming
Web listings of architects are discussed. The book describes
sites like the AIA's Commerce Business Daily and The
Construction Market Data Early Planning Report offer detailed
directories of architecture firms in the United States. These
key resources are likely the first place potential clients,
partners, prospective employees and institutions will find
and learn about you. But you need to be on them, and you need
to be on the Net to do that!
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"MIT
business professor Thomas W. Malone has postulated the
emergence of an 'e-lance economy', in which the fundamental
unit of business activity becomes the individual independent
contractor whose work is largely self-directed and project-based,
performed as part of a temporary network of professionals
supported by advanced communication."
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In the section on Design Firm Administration the concept
of "virtual teaming" is elaborated on. This fascinating
discussion involves ways in which offices borrow staff electronically
from branch offices or even other firms when short term needs
arise. The Web is facilitating the management structure for
such activities to take place—and to solve common practice
problems.
Jonathan brings up the important work of MIT business professor
Thomas W. Malone who has "postulated the emergence of
an 'e-lance economy', in which the fundamental unit of business
activity becomes the individual independent contractor."
This self-directed information worker of the future will likely
make a living e-lancing within and for AEC firms.
Thomas believes that as the Internet evolves more and more
networked organizations will grow into confederations of Web-linked
entrepreneurs.
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