Reintermediation: We explored the trend of reintermediation—the bringing together of people and knowledge (Jan 2001)—which in architects' terms means integrating the client's business strategy into a holistic design practice.

"ARCHITECTURE": Along this avenue, we contrasted the practice of "architecture," which focuses on creation of an object (a building) to ARCHITECTURE, an overarching framework integrating the creative design process in which architecture is performed. (Oct 2000)

Client's strategy: One can choose to morph from a firm committed to the client's project to a firm providing a wider range of client's services and finally to a firm totally responsible for the client's strategy. (Jan 2001) We learned that each firm first needs to determine what business they really are in or what business they want to pursue.

Strategy architecture: Strategy architecture (March 2001) is a process in which a firm's business strategy drives the firm's actions. It is based in continuously improving the firm's knowledge base and aligning the firm's knowledge management with its business strategy.

Trusted advisor: All the concepts above come together in the premise that the architect is being asked to be the "trusted advisor" of the client. (May 2001). The future of the profession hangs on the mutual understanding of the "value proposition" between the client and the architect.

Observations on Our Decade of Redefinition: "Architects will be far less concerned with maintaining boundaries.....more willing to provide services necessary to anticipate our clients needs"-----" people need knowledge navigators"----- are a few of the Observations on Our Decade of Redefinition ( January 2002)

Refining the Redefinition Scenario: Various scenarios are being development to explore the direction of the profession from AMI and Architecture Magazine , to Point Break, to the Redefinition Scenario,( March 2002) and a review of Hypercompetition.

Triangulation of the Redefinition Scenario: The concept of "triangulation" ( April 2002) is to use several methods to study the same question. Relate your direction to others, are you selling experience or built space, how does the architectural profession relate to the advertising industry?

Is "Design a noun or a verb" ?---(May 2002) asks if you think of design as a "building" or an "it"? and how are you applying "it"?
Or, can it be stated as " a process, (verb) on the way to creating a tangible thing, (noun).