Amy Eliot 

1.  Can  you  tell  us  a  little  bit  about  who  you  are  and  what  you  do?  Share  one  word  you

 would  choose  to  describe  yourself.  

I am a designer and a licensed architect. As a principal in a new firm, founded on the belief that design has intrinsic value but that it needs to be redefined for all those who might hire us, I constantly oscillate between appreciating “architecture” in a very traditional sense, and questioning how we practice it. I am drawn to those who operate outside boundaries and achieve incredible things in both deep and broad ways.

One word: optimistic

2.  Why  did  you  choose  to  study  Architecture?  I loved to draw and I was committed to the holistic way in which architecture expresses our society and our culture.

3.  What  inspires  you  on  a  daily  basis?  Passion expressed through action

4.  What  are  3  of  your  most  influential  projects?  Why?  

Center for the Arts Theater (SF): Polshek/Ennead- because it is a cornerstone of the Yerba Buena Development and with the Center for the Arts (Maki building) was the beginning of the city’s SOMA arts district, now anchored by SFMOMA; it also supports local as well as national arts group presentation

Pacific Primary School (SF): TEF – this second campus for a nationally recognized preschool, known for its innovative curriculum and commitment to diversity and inclusion, has expanded the school’s influence and offered greater access to city families; it also is personally significant as my daughter attended it for two years

East Asian Library, UC Berkeley (TEF-assoc with Tod Williams Billie Tsien): three reasons – 1) working with Tod and Billie was extraordinary, 2) it is a great example of how shared passion and persistence can overcome the many challenges to building a high quality building on a university campus currently, and 3) it offers the community an amazing resource in its collection

 5.  What  is  the  greatest  challenge/difficulty  that  you  have  had  to  overcome  in  your  career?  

The strain of retaining creativity, a place to experiment, to iterate, etc. in the context of overriding business demands, i.e. making money, often terms set by others with whom I have worked, AND sometimes, the dumbing down of opportunities to perfunctory problem-solving, what I call “low-balling” a design solution

6.  What  do  you  believe  has  been  one  of  your  greatest  accomplishments  to  date?  Why?  

On the one hand, my 12 year old daughter – because she is amazingly courageous and has an innate eye for design (no tutoring from my end)

On the professional side, being a voice for design advocacy, through principal leadership in practice, being a department chair in Interior architecture at CCA, and iteratively, through AIA (SF, and CC- Monterey Design Conference)

7.  If  you  could  go  back  in  time,  what  would  you  tell  your  24  year-­‐old  self?  

I would tell myself to not take certain things for granted about our profession. I would say – look beyond traditional architectural practice to find things you believe in and find places to act on them.

8.  What  is  the  best  advice  that  you  ever  received  and  how  does  that  apply  today?  

Question the obvious! Don’t assume that what you see/observe in our profession has to limit you find great mentors who truly understand you and learn as much as you can from them

9.  How  do  you  see  Architecture  changing  in  the  next  10-­‐20  years?  

I think traditional practice is already changing and this will quicken as software becomes intelligent and design/implementation processes continue to evolve. The way business is conducted has changed around us rapidly and I believe that we often drag our feet on adapting. However, smaller firms and in some cases very large firms, are shifting to align with new value propositions for architecture, and are proving that we have continued relevance. We need to be bold to keep up.

What  would  your  role  be  in  the  future?  Although I am a firm believer in the power of design, I have always thought that it requires a breadth of thinking that goes beyond the kind of design process advocated by many schools of architecture. I welcome the participation of a broad group of players into what has traditionally been considered the realm of architecture. Therefore, I see myself as a someone who educates and advocates for integrated design thinking on a cross-platform basis, who offers strategic leadership whether it results in a built design or not.

10.  We  have  heard  that  while  the  general  public  respects  Architects,  they  have  little  knowledge   about  what  we  do.  Do  you  have  any  thoughts  about  how  we  can  bridge  the  gap?  

I think architects like to be in their studios and develop great designs, and don’t always enjoy sharing them with others, either from a design process perspective or otherwise. Michael Benedikt used to say that too many architecture schools breed the attitude that great design is only about talent, mixed with working ungodly hours, and that there is an expectation that architects are magicians and are supposed to pull the rabbit out of the hat on command. This breeds an absurd idea about the value of design and makes architects have difficulty valuing their own contributions, and being fairly compensated for them. It also breeds a star architect/celebrity culture, which undermines the profession ultimately, even if it occasionally gets architects into Vanity Fair.

When architects participate in helping to solve broader cultural or societal problems without obvious self-benefit or aggrandizing, the public notices. One of the PR issues out there is that architects are self-absorbed and too insular, speaking their own language. We could do a much better job in schools to train students in communication and how to work with a broad cross section of people through project based studios that focus on real issues, with real clients. Juries should include non-architects (such as developers, non-profit leaders, corporate world real estate directors, etc.)  as well as architects – this would enhance and expand students understanding of what clients value, and also the obligation to educate clients through the process.

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TAMARA SHROLL

1. Can you tell us a little bit about who you are and what you do? 

In one word: EFFICIENT

At my age, I feel that I should be able to answer this question easily, but I still can't quite do that. The closest thing to "who I am" in this moment is a person always searching for who I am. Along the way, I get glimpses of something solid. What do I do? Tell the truth, struggle, fret and constantly search for something more.

2. Why did you choose to study Architecture?

A high school aptitude test result indicated that this profession was one for which I would be well-suited. With a little push from a guidance counselor, I chose to pursue architecture over my other career interests at that time - cosmetologist, brain surgeon or pastry chef.

3. What Inspires you on a daily basis?

I am only inspired on an infrequent basis. Sometimes it can be as simple as driving across the Golden Gate Bridge; sometimes it is the taste of really good ice cream.

4. What are 3 of your most influential projects and Why?

I am influenced by the people that come with the projects, so the project would be the renovation of the James E Rogers College of Law at the University of Arizona. There was a tough, smart, demanding Architect who led the project for the University and he taught me to be tough, to listen, and believe in myself.

5. What is the greatest challenge/difficulty that you have had to overcome in your professional career?

Re-entering the profession after a 4-year hiatus was torture - doubting my abilities, feeling a loss of connection, and feeling that I was a fool to have ever left.

6. What do you believe has been one of your greatest accomplishments to date? Why? 

7. If you could go back in time, what would you tell your 24 year-old self?

Either: “Quit slacking off and study harder”, or, “Get out now and go to Europe”.

8. What is the best advice that you ever received and how does that apply today?

I'm not very good at listening to advice. I just don't believe it most of the time.

9. How do you see Architecture changing in the next 10 years? What would your role be in the future?

Increased stratification and specialization with more difficult paths to profitability. Current building codes, regulations, and the financial complexities of running a business have already stratified Architects into partial experts in too many disparate things. We are dependent on a huge team of specialists to execute a project. My best hope for the future is to lead well, execute effectively, and demonstrate that Architects are great thinkers capable of bringing visions to reality.

10. We have heard that while the general public respects Architects, they have little knowledge about what we do. Do you have any thoughts about how we can bridge the gap?

Unfortunately, I do not think that the general public respects architects and I see it becoming increasingly more so with time. We have to make clients into advocates, helping them to see us as effective partners, not necessary evils to the process of getting their buildings built.

Mark LePage Inspire

1. Can you tell us a little bit about who you are and what you do? 

I am Partner in Charge of Operations at the New York-based residential architecture firm, Fivecat Studio. I am also the founder of Entrepreneur Architect, an online resource inspiring small firm architects to build better businesses. I write a weekly blog, host a monthly podcast and have recently introduced Entrepreneur Architect Academy, a private online community for architects seeking success in business, leadership and life. One word to describe myself is “Helper”.

2. Why did you choose to study Architecture? I chose architecture because artists didn’t make enough money. (That was my 10 year old rationalization.)

3. What Inspires you on a daily basis? The determination by small firm architects throughout the world, working to make a better planet and live happier lives inspires me every day.

4. What are 3 of your most influential projects and Why? As a residential architect, every project influences the family we are serving. I could not pick three. My most influential personal project is Entrepreneur Architect. I am determined to make the platform and its community of small firm architects an "influential force" in the profession.

5. What is the greatest challenge/difficulty that you have had to overcome in your professional career? Financial success has most certainly been my greatest challenge. There have been so many years where we have struggled to survive, to keep the family fed and all the bills paid.

6. What do you believe has been one of your greatest accomplishments to date? Why? Next to my family, Entrepreneur Architect has been my greatest accomplishment to date.

7. If you could go back in time, what would you tell your 24 year-old self?  I would tell my 24 year old self to take business courses and understand the fundamentals of small business success.

8. What is the best advice that you ever received and how does that apply today? The best advice I ever received is from my parents, “Work hard and anything is possible.”

9. How do you see Architecture changing in the next 10 years? What would your role be in the future? The profession of architecture is becoming more connected. Individual architects will take charge of their own success and lead others to do the same. My role is to inspire that to happen.

10. We have heard that while the general public respects Architects, they have little knowledge about what we do. Do you have any thoughts about how we can bridge the gap?  When small firm architects build stronger businesses and begin to demand the financial rewards commensurate with the value we bring to the world, respect will be a by-product.

Karen Liu Staubach

1. Can you tell us a little bit about who you are and what you do? Share one word you would choose to describe yourself.

I was born in Sao Paulo, Brazil and spent most of my childhood there.  But most of my teen and adult years were spent in the US.  To complicate it even further, I also grew up in a Chinese family and have traveled and worked extensively in China.  All of that has shaped my perspective in both my personal and professional life.  So perhaps one word to describe me is "unexpected."

2. Why did you choose to study Architecture?

Both my brother and sister went into business for college studies, so I knew I wanted to do something different.  At the University of Virginia you can apply directly into your major and school.  Since I was creative and artistic, I figured architecture school would be a good fit.

3. What inspires you on a daily basis?

My friends and family .  The people surrounding me are amazing folks that both support and challenge me in so many ways, to the point where it's literally shaped my career.  For example, if I didn't marry my husband, I know 100% I would not have the career that I have today.

4. What are 3 of your most influential projects? Why?

1 & 2) Hilton Garden Inn and Hampton by Hilton hotel prototypes in China.  I was able to shape both the cultural and design aspects of the hotels, which a large number of hotels will be modeled after across multiple cities in China.

3) YouTube Campus in San Bruno.  YouTube is one of the most important brands of Google.  But it's important to recognize that it stands alone as a global media company.  However, the current headquarters doesn't speak to this at all.  My goal is really to put YouTube headquarters on the map in San Bruno and truly expresses who they are.

5. What is the greatest challenge/difficulty that you have had to overcome in your career?

When I realized I wanted to work on real estate development side as well as architecture.  I had to think about how I needed to reposition myself.  That meant quitting, moving to NYC to go back to school, re-starting my career, and finding a new job during a recession.

6. What do you believe has been one of your greatest accomplishments to date? Why?

Working in China and helping re-define one of the top brands (Hampton by Hilton) in a new market.  To work in China and do business in Mandarin Chinese was a challenge for me as my language skills were limited.  But by placing myself in an uncomfortable, professional environment (where smoking during meetings were normal, there are many unspoken, cultural nuances, and lack of fluency in the language), I was able to challenge myself and learn that I was more capable than I thought.  I left China thinking, if I can make it here, I can make it anywhere!

7. If you could go back in time, what would you tell your 24 year-old self?

I feel like everything that has happened, were meant to happen.  Even bad things were the catalysts for the good things.  So perhaps I would just tell myself, don't worry, it all works out once you hit 30! :)  

8. What is the best advice that you ever received and how does that apply today?

Embrace your age and youthful looks.  I used to be very self conscious in managing teams and individuals that were older and "had 30 years of experience". In architecture and real estate, there can be a sense of "doing your time" and the "good old boys club."  When I finally heard this advice and truly embraced it, I received a sense of empowerment, which helped me lead more effectively and with confidence. 

9. How do you see Architecture changing in the next 10-20 years? What would your role be in the

future?  

Related to my world at Google, Architecture can't work in auto mode, and out of habit.  Instead it needs work to redefine human behavior and be catered specifically while being flexible.  Design has to be data driven, not just for pure aesthetics.  Robotics, smart technology need to be integrated.  Could architeture be viewed as a product design--where you can continue to iterate the space, even after moving in.  But at the same time it still needs to create a sense a place within its environment.  A lot of contradictions, which really makes it fun to figure out.

10. We have heard that while the general public respects Architects, they have little knowledge about what we do. Do you have any thoughts about how we can bridge the gap?

I think many folks miss seeing how architecture literally shapes human behavior and lives.  It's not just about locating walls, or selecting color and fabric.  I'm not sure I have a good answer for this, but always being a representative of your field to your friends and others you meet by sharing more about the design process and impact it has to culture and history.  I think finding opportunities to collaborate with professionals and experts outside of architecture on a project could also be a great opportunity to bridge the gap.

INSPIRE Q&A

1. Can you tell us a little bit about who you are and what you do? Share one word you would choose to describe yourself.

2. Why did you choose to study Architecture? 

3. What inspires you on a daily basis? 

4. What are 3 of your most influential projects? Why?

5. What is the greatest challenge/difficulty that you have had to overcome in your career?

6. What do you believe has been one of your greatest accomplishments to date? Why?

7. If you could go back in time, what would you tell your 24 year--‐old self?

8. What is the best advice that you ever received and how does that apply today?

9. How do you see Architecture changing in the next 10--‐20 years?

10. We have heard that while the general public respects Architects, they have little knowledge about what we do. Do you have any thoughts about how we can bridge the gap?