Photo of a construction site taken from a higher building. Image © Hama Advertising Agency, Sulaymaniyah, Iraq Via unsplash
What is the purpose of strategic planning? Why should we care as practice owners and what is the function of this effort? Perhaps we can begin to answer this question by defining strategy. Put simply, strategy is a set of goal-directed actions a company can take to gain and sustain a competitive advantage. A competitive advantage, however, is always relative. It defines the best way for a firm to create value for its internal and external stakeholders. Relativity is important. In the practice, profession, and business of Architecture, there are no absolute advantages. To paraphrase Simon Sinek: “Business is an infinite game in which the competitive landscape is always in flux.”