Practice Rebuilt: Lee Schneider on why your portfolio isn't your pitch

Hello Reader, Most firms think the portfolio is the pitch. I spent ten years on the owner's side of the table, the side that hires architects, and I can tell you it isn't. The portfolio tells me the history of what the firm has built. It never tells me why I should trust them with what I was trying to build. Lee Schneider, my guest this week, produced for Dateline NBC before he spent a decade teaching architecture students at USC how to tell those two things apart. His framework is simple...