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.

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.