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.

Innovation: Reinvention calls for innovation and looks at current events through the eyes of the client and the broader marketplace. We realize that the "object" (the building) only has value when it connects to the "content", (the strategy, technology, functionality, and economics) of the client and user. Innovation (April 2001), as defined by management guru Peter Drucker, is a process in which an entrepreneur creates new (or endows existing) resources with enhanced potential for creating wealth.

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).