Gina Van Tine discussed the importance of mentoring designers, and the collaborative nature of INFORM Studio, where “we all have different strengths and work better together.” She also highlighted the importance of long-term relationships with collaborators and clients, such as the long-term relationship with Verizon, for whom INFORM has designed over 500 projects. She also talked about how digital fabrication and computational design has allowed for INFORM to save time and money and deliver high-quality design for Verizon and for many other clients.

Saundra Little discussed her concept of a “Living MBA”, which focuses on relationships and networking early in one’s career and understanding the business side of architecture. She also stressed the importance of “working on your business, not just in your business.”

Courtney Piotrowski discussed her approach of “Community-Driven Design” and her commitment to community engagement in all of her work. She also talked about the importance of being an advisor to her clients and bringing her collaborators with her to support her work with the clients.

The speakers also discussed how their practices have evolved over time, with more focus on leadership, visioning, programing, and supporting conversations with the community. They also mentioned how digital technology has greatly enhanced their ability to work and the amount of time they are able to do it in. Overall, the lecture provided valuable insights into the experiences and perspectives of female design leaders in the architecture industry.

A few takeaways from the discussion about the business side of running practices:

Gina: “I’ve redefined what success looks like for a small business. Anyone can start a small business. The tough part is how to keep a consistent work load. You are responsible for the people in your office. Part of the triple bottom line is Prosperity. You’re helping people make a living. The decisions you make have a big impact on that. I’ll take that as a great responsibility. If you don’t intentionally do something, it won’t happen. You have to work on your business. You have to make a plan. Reach out to people. I still do some architecture, but now mainly have to manage the projects, make sure our people have what they need, and make sure the clients have what they need.”