Architecture.com/FutureLeaders2018@RIBA #futureleaders

COMING TO THE FORE17 MAY

DELEGATE RESOURCE PACK

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Welcome to your interactive Delegate Resource Pack. We would like to take this opportunity to thank you for attending our Future Leaders Seminar: Coming to the Fore. We hope you had an inspiring day. This document offers a summary of the insights shared throughout the afternoon and links to recordings of all presentations and Q&A sessions should you wish to watch them again.

Clicking the arrow icon on each session summary will take you to the recording.

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Sessions3467891113

Welcome - Caroline BuckinghamKeynote: Personal branding: what, why and how - Jennifer Holloway

Getting noticed online - Marcus FairsQ&A with Marcus Fairs and Jennifer Holloway

How to write to win clients - Juliette MitchellPresenting with purpose - Jane Briginshaw

Communicating with insight: audience and social media trends - Ibrahim IbrahimLink to presentation slides and Thank you’s

Sessions

© cover art and logo by Darkhorse Design

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WelcomeCaroline Buckingham, RIBA Vice President and Profession

• The Future Leaders series highlights the crucial importance of softer skills that architects have little access to in practice.

• Architectural education is often based on adversarial communication, while working with clients is all about collaboration and compromise.

• It can take a long time to feel that one’s opinion and experience counts.• Have the confidence to follow your style, learn to develop your softer skills in your own way.

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown p196dummspecimcontaining Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

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Personal branding: What, why and howJennifer Holloway, personal brand expert and bestselling author

Jennifer Holloway spent 15 years in the corporate world, working in PR and dealing with the media, before launching her own company in 2008. She now delivers personal brand workshops and seminars, as well as one-to-one coaching, to clients across the UK and Europe, including Santander, Vodafone, RBS and Bupa.

In the architecture and engineering space her clients include: Foster + Partners, Atkins, BAE Systems and Sir Robert McAlpine. She is also the bestselling author of Amazon’s #1 book on the subject: Personal Branding for Brits.

Why you need a brand?• Doing great work is not enough to get you

recognition or opportunities, you need to communicate it.

• A brand is a shorthand for who you are and what you stand for, so others can understand what you are about without having to get to know you.

• People buy people. Being a good architect is a base requirement, but who you are as a person not as a technician may be the deciding factor for clients. Would you pass the 8-hour flight test?

• We are being judged in every encounter regardless, we can’t avoid it. Do you want to leave that judgment to chance?

What is a personal brand?• Your brand consists of the WHAT (your

functional, technical expertise) and the WHO (emotional connection, trust, respect).

• USP = unique selling point. Finding one is the holy grail.

• Your brand can be conceived as a pyramid of your values, drivers, reputation, behaviours, skills/strengths and image.

• Our brand is not only what we write about ourselves but is shaped by the physical clues we give off, including facial expression, posture and clothes. Understand the crucial importance of first impressions!

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How to define your brand• Many architecture practices use generic ‘me

too’ messages that fail to communicate what is unique about them.

• To be recognised, and remembered, develop a unique profile that creates a narrative. We make sense of the world through stories.

• Start by defining your brand for yourself. Think about every aspect of the brand pyramid and how it applies to you. Write down your themes.

• Your skills and strengths could be technical, but behavioural also. It is crucial to gain clarity on yourself here.

• Never underestimate the importance of image, of how you look and sound. Consider if your clothes and overall appearance authentically reflect who you are, or how you would like to be seen.• Be as specific as you can be in your

self-description so people understand what you are about; think of it as a product description.

• Do that by thinking about what you mean by your chosen criteria, or how you achieve a certain result.

• Don’t confuse outcomes with skills or strengths. Think about how you achieve outcomes, whether it is an attitude, a mindset, or a particular approach, such as ‘naturally calm under pressure’ or ‘I believe there is always an answer’.

Three Leadership challenges:• Be conscious of first impressions.• Convey both your what and your who.• Use detail to highlight your USP.

To see Jennifer Holloway’s presentation slides, click on the link https://riba.box.com/s/e3pkge-wi6rlvx8s8cszbowgruzf2yij7

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown p196dummspecimcontaining Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

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Architecture in the times of the internet• The internet has enabled a global culture of

design. Publication (on Dezeen) can launch your career.

• Understand that architecture is really popular with the general public.

• Dezeen was in the right place at the right time – online trailblazer before most realised the opportunity.

Be social on media• Online communication is a two-way street,

be engaged! Don’t expect success from putting your design out there and walking away.

• Build your social media platforms! This is the easiest and most powerful way of

How to get noticed onlineMarcus Fairs, founder and Editor-in-Chief of Dezeen

Marcus Fairs is the first digital journalist to be awarded an Honorary Fellowship of the RIBA. A furniture design graduate, Marcus began his journalism career writing for Building Design and later for Building, where he became Deputy Editor. In 2003, he established Icon, which he edited until 2006, when he left to launch Dezeen in November 2006. Dezeen grew rapidly from inception to become one of the most influential design websites worldwide with over two million unique visitors every month.

representing your brand. But be careful, people cannot tell the difference between business and personal brands.

• Try to be proactive and lead the conversation.• Like and Share. Even LinkedIn is now viable.• Be aware of your own personal values. You

can express it through your own work.

Be awake to new opportunities• Get video smart! Movie content is extremely

popular, especially on Facebook and Instagram. • Sound is not necessary as most people watch

videos with sound turned off. • But, buy a drone! They are changing how

architecture is viewed and consumed.

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What could go wrong?• Biggest danger is not to get it terribly wrong

and to embarrass yourself. Rather, it is spending lots of time and resources on a bland, generic output that has no impact.

• Be authentic to your offline persona when presenting yourself online. Your brand is the best version of who you actually are, not a lie.

How does Dezeen find their content?• Dezeen finds their stories by trailing

Instagram, by going to conferences; yet biggest source is via direct submissions.

• Your submission has to impress within a fraction of a second to make it to the next stage of the editorial process.

How to get published• Offer exclusivity. Don’t try to hook up with

everyone at once. • Be visual, images are everything! You can’t

have too many. Get the best quality images you can, vary the atmosphere to keep the interest.

• But: copyright for images has become a big issue, so do get legal clearance. Secure a

copyright waiver from the photographer before pitching to Dezeen.

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• Send drawings, plans and sketches, if you can. People love to see the process and structure.

• Really think about what you want to say, do not just write generic text. be truthful, say it in your own words. Google still needs text to find an image.

• Remember the credits! Be generous, include everyone.

Three leadership challenges:• Figure out who you are.• Be honest.• Be engaged.

Q&A with Lucy Carmichael, Marcus Fairs and Jennifer Holloway

To see Marcus Fairs’ presentation slides click on the link: https://riba.box.com/s/s9xac12lkhay3jx-y4sxkx2bjol97d8zc

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown p196dummspecimcontaining Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

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How to write to win clientsJuliette Mitchell, founder of Architypal

Juliette Mitchell is a writer and editor with a particular interest in architecture. She worked for many years at Penguin Books before setting up architypal.co.uk, helping architects write about what they do. She runs CPD workshops and provides a writing consultancy service, working with architects on web copy, award submissions, bids – and anything else they have to write.

Slip out of expert mode• It can be hard to take a step back from your

own work and write about it engagingly for others.

• It may seem helpful to refer to plans and working drawings to guide your writing, but they will likely keep you in ‘expert mode’ and limit your writing.

• Instead, ditch all the props and delve into your head to consider the origin and the effects of the design.

Tackle the blank page• Look for the stories in what you do – stories

are how we make sense of the world.• When thinking of your project, note down:• Something that inspired you at the start.• A challenge along the way.• Something that worked out well.• Now you have a framework for the

beginning, middle and end of your story.• Organising your material into a story makes

things easier for you and more meaningful for the reader.

Get onto the client’s wavelength• Conversations are easier than writing because

we receive and respond to immediate feedback from the listener.• Writing is harder because the paper is

unresponsive, you lack an audience.• To overcome this problem, imagine your

perfect client, tune into their perspective and write for them.

Three leadership challenges:• Slip out of expert mode.• Look for the stories in what you do. • Get on to the client’s wavelength.

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To see Juliette Mitchell’s presentation slides click on the link: https://riba.box.com/s/alb395zk-kcp8xdidpcwi2qooj884pzhs

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Take your ‘freedom of speech’• We have a duty to speak up and share who

we are and what contributions we can make.• Design is always political. We need to be • advocates for our profession, and contribute

to important issues such as the housing crisis.

• To do that we need to push ourselves to learn how to be public speakers, even if it is hard.

Find your purpose for presenting• Nail the purpose of what you aim to say.• What is the one thing you want people to

take away from your talk?• Every speech has a general & a specific

purpose.

Tips for successful presenting• Our body language effects not only how we

are being judged by others, but also how we see ourselves.

• By adopting a confident physical posture,

Presenting with purposeJane Briginshaw, Director, Design England

As Director of Design England Jane Briginshaw provides training, consulting, advocacy and design review services to industry, local authorities, government agencies and academia. The Chair of the Design Review Panel at Design South East, she has significant experience as a client and in the profession. She has previously held the positions of: Head of Design and Sustainability at the Homes & Community Agency and Head of Design at the UK Department for Education; in addition to working in practice for 15 years. She is also the founder of Geekspeak, an initiative to provide women in the construction industry with the skills and encouragement to speak in public.

we can influence our own mindset positively Recognise the power of emotion when

speaking publicly. It’s how you make people feel.• Watch great public speakers and anlyse

the tools they use. Barack Obama, for example, uses repetition, change of pace, body language, and vocal variety, among others. He also excels at using emotive language to inspire passion and a sense of shared identity.

• Fake it till you make it is true.

Structuring your talk• Follow ‘the rule of three’ by structuring your

talk in three sections; the mind enjoys patterns.• Present a problem and then a solution.• Engage the audience by framing your talk as

a (short) story.• Compare and contrast.

Techniques for impromptu speaking• If you don’t know how to begin, repeat the

question to win time.• PREP (Point, reason, example, point): make

your point, give a reason why, give an example, and make your point again.

• Most important: be brief, be confident, be sincere.

Three leadership challenges:• Trust.• Connection.• Clarity.

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To see Jane Briginshaw’s presentation slides click on the link: https://riba.box.com/s/trvm3u-fy11exoky8ep9lyv3wsvchfm15

Communicating with insight: audience and consumer trendsIbrahim Ibrahim, Managing Director, Portland

Portland Design is a retail and design brand consultancy based in London and Dubai. Having originally graduated as an aeronautical engineer, Ibrahim Ibrahim studied as a post-graduate at the Royal College of Art and Imperial College, London. During his 26 years in design consultancy, he has worked with a wide range of clients globally.

Ibrahim has a deep interest in audience, understanding consumers’ relationships with brands and their interaction with branded physical and digital environments. He has a particular passion for exploring the future of consumerism and social media and how they will affect wider society and relationships between people.

Background• The user’s relationships with products and

buildings is changing.• This rapidly changing consumer landscape is

making ‘virgins’ of us all. • Understanding people is therefore crucial as it

effects how we sell our services.• To stop the deterioration of our industry we

need to contribute more.

Become a thought leader• Are you still selling solutions? It is the end of

solution selling and the architectural beauty parade.

• Instead, you should be selling insights: re-frame the discussion and influence the game.

• Don’t play the same game as your competitor, change the agenda through insight and provocations.

• Start talking about real issues, get away from your comfort blanket of your portfolio.

• Get ahead of the brief by informing the client’s understanding of issues: formulate view

points and talk about them publicly – position yourself as a thought leader.• Make the client want to be influenced by you

and become a thought leader in their own industry.

To become a thought leader, be:• Curious.• Insightful.• Relevant.• Succinct.• Provocative.

Communicate your insights • Develop a strategic plan for PR and

communications.• Carefully use online media to reinforce your

messaging through public speaking.• Crucially, don’t talk about yourself or your work

in that context, make it all about the client’s problems.

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown p196dummspecimcontaining Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

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• Don’t ever shy away from provocations.

Before, at and after events• Identify your sector’s key players, influencers

and events.• Actively procure speaking slots.• Target specific delegates, arrange meetings.• Share your insights widely.

Social media• Social media is not a broadcast channel, but a

two-way dialogue.• Have a very clear strategy what you are using

each social media platform for. Keep control of your story, your image.

• Don’t risk spending too much time on it, and ensure you measure impact.

• Portland uses Twitter for bite-size insights, relevant statistics and other data ‘nuggets’ that clients can use in their presentations.

• Instagram is the visual platform of today.• On LinkedIn they communicate their work

culture as well as individual staff profiles.

Engage your clients in your communications strategy• Consider what personality types they fit – are

they doers, testers, sharers?

• Some can help you persuade others, some are cynical and help you test your ideas, others will help you with networking and sharing.

Setting up for thought leadership• Start with internal engagement, can’t be

externally driven. • Create a learning environment.• Make the designers part of the ‘ethnographic’

team.

Three leadership challenges:• Create a unique POV with insight.• Don’t just work in a sector, be part of its

community.• Demonstrate your impact.

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Q&A with Jane Briginshaw, Lucy Carmichael and Ibrahim Ibrahim

To see Ibrahim Ibrahim’s presentation slides click on the link:https://riba.box.com/s/h05y2eup4h-nltesh8lqa3j2zd44znl4w

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Presentation slidesAll presentation slides from the event can be accessed via Box: https://riba.box.com/s/rgy8c9ak9c295lt9e8obzn-zeazqzicmn

Thank you to…

Jane BriginshawDirector, Design England

Caroline BuckinghamRIBA, VP Practice and Profession

Lucy CarmichaelRIBA, Director of Practice

Marcus FairsFounder and Editor-in-Chief, Dezeen

Jennifer HollowayPersonal brand expert and bestselling author

Ibrahim IbrahimPortland

Juliette MitchellFounder of Architypal

Filming by Video Productions Ltd.