Normally I totally agree with marketing guru Seth Godin - and I don't disagree with his second premise here - but I do wish he wasn't encouraging one of the prevailing myths about architecture here:
There are two ways to work with talent.
The first is to give someone as clean a sheet of paper as possible. "We have these assets, we have this opportunity, here is our budget, go!" That's a great way to build a house if you have a ton of money and brilliant architects.
My own creativity thrives under constraints. I bring more constraints - energy-efficiency, wayfinding, surprise and delight, improved utility - to the table, to further improve the product.
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