Tim Culvahouse, AIA, Culvahouse Consulting Group Inc., Berkeley

      Clients, public officials, and community advocates often don’t understand the purpose or value of design decisions. Develop a ready supply of tactics to explain the role and value of design, both in specific instances and in broader discussions, and promote the value of design, using language and examples that non-architects understand and appreciate.

Learning objectives:

• Identify and analyze patterns of misconception that underlie the widespread undervaluing of design
• Develop tactical approaches for explaining the value of design to diverse audiences, by addressing concerns in ways that lead to enhanced appreciation
• Compile methods for developing concrete examples of the value of design for use in a wide array of situations, from entitlement battles to cocktail conversation.