Jan KnikkerHow to Win Work
The architect's guide to business development and marketing
Jan Knikker is Partner at MVRDV, leading the Contracts, Business Development and Public Relations efforts. He leads MVRDV's branding efforts and has overseen the practice's rapid expansion into new markets, focusing on solutions for global issues through its architecture and urbanism. Jan regularly lectures internationally, at commercial and academic venues in Germany, the UK, Israel, Colombia, Austria, Australia, Kuala Lumpur, and elsewhere. He writes for various publications and was Deputy Editor of Domus 2019.
1 How we are supposed to work for free 2 We can do better 3 To specialise
or not to specialise 4 Marketing: a dirty word 5 Mission and vision 6
Branding and company culture PUBLIC RELATIONS 7 "If I was down to my last
dollar, I would spend it on PR" 7.1 Writing a marketing strategy 8 The
office is your business card 9 Your website: your online shop window 10
Your work amidst a changing media landscape 10.1 Print 10.2 Online media
10.3 Social media 10.4 TV and Youtube 10.5 Vlogs and podcasts 10.6 Crisis
communication and the outreach that might prevent it 10.7 Others 11
Lectures 12 Receiving or organising awards 13 Your product in the picture
13.1 The drawing 13.2 The render 13.3 Collages and hand-drawings 13.4
Talking to clients: the project text and press release 13.5 The model 14
The built project 15 The project book 16 Exhibitions 17 Prioritising
BUSINESS DEVELOPMENT 18 Business development, the direct way to win new
work 19 Client relationships 20 Who are you as a person, and how do you
approach selling? 21 Just do it 22 Going abroad 23 Fairs 24 How to
calculate a fee 25 Contracts: managing risks and keeping promises 26 It's
not easy being green 27 The pitch 28 Broadening your portfolio 29 Planning
30 Collaborations 31 Learning from others 32 Styles 33 Ethics for
architects 34 Suing your client 35 Spam and fraud 36 Crisis CASE STUDIES 1
shedkm 2 MgMaStudio 3 Studio MUTT 4 Coffey Architects 5 David Millar
Architects 6 Feilden Fowles 7 Turner Works 8 From 0 to 100 staff in 15
years
