The Architect’s Guide to Design Fee Psychology

Published: Apr 2011
  (7 customer reviews)
Format: Format PDF

What’s this publication about?

Although many of us believe that we make financial decisions based on rational financial criteria, this is seldom the case. This publication introduces 5 key concepts from the field of Behavioural Finance to demonstrate the crucial role that emotions play in the design fee proposal and negotiation process. By providing both ‘real world’ examples and academic studies, readers will discover the role of emotions and learn about the strategies required to maximize the profitability of their business through more effective fee proposals and strengthened client relationships.

How much does it cost?

What’s included in the publication?

This publication contains 36 pages, 9 chapters and approximately 10,000 words. Each chapter specifically addresses different areas of research from the world of Behavioral Finance while reviewing real-life examples from nearly 15 years of contract management and fee negotiation experience. The following is a list of chapters included in the publication:
  • Your fee may not be as important as your clients would have you believe
  • Important contributors to the field of behavioural finance
  • It’s all about differences not absolute values
  • Financial decisions are influenced by arbitrary numbers
  • Value is relative to origin
  • Sometimes you can’t even give money away
  • Perception, not value, governs price
  • Losses and gains provoke different financial behaviour
  • Conclusion
content_fee psych

A little sample…

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What are the learning outcomes?

We work closely with Architectural Institutes and private practices around the world to support their Continuing Education and Professional Development requirements. This publication is eligible for CPD / CE Points in several locations. Contact us to find out how many in your region. This publication provides readers with the following learning outcomes:

  1. A keen understanding of financial decision making theories.
  2. A solid foundation from which to develop your own fee pricing strategy.
  3. Working knowledge of different financial concepts and their applications.
  4. An introduction to the world of behavioural finance and key researchers in the field.
  5. More financial success in your business transactions.
  6. Increased awareness in financial decision making.

How much does it cost?

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Reviews for this publication

  • Lauren

    April 8th, 2011 on 9:11 am

    This was an interesting read. I always enjoy reading your work and have learnt quite a lot. I’ve always been interested in what makes people tick, so I found it very interesting and quite amusing in places. I could see the illogical decisions I have made regarding money. Personally, I give this publication 5 out of 5 because I will use this information when managing my own money in future. I think it is also important to remember that even though you may be negotiating large sums, underneath it all the people doing the negotiating may have these same emotional responses when it comes to money. Forewarned is forearmed.

  • Andy

    April 18th, 2011 on 3:24 am

    The Architects Guide to: Design Fee Psychology provides a thorough introduction to the behavioural finance (financial decision making) and its practical application in architectural practice.
    Ians knowledge and experience allows him to reference and explain key theories and strategies, explore their broad application in marketing and sales and provide engaging and enlightening personal accounts of experiences where the theories have been applied in the fields of Architecture and Project Management.
    The Architects Guide to: Design Fee Psychology accessibly presents decision making strategies which are applicable to both producers and consumers at all scales from individuals (sole practice) to corporations (big business).
    Application of these strategies will improve the understanding of why we make some decisions and influence how we present proposals and submissions for the consideration of others.
    The potential returns of increased success of fee bids, efficiency of targeted fee proposals and increased fees make this book well worth the investment.

  • Paul Hindes

    April 19th, 2011 on 2:02 am

    I enjoyed this publication, and have gained some valuable insights from all 3 of your publications I have read. Much appreciate you publishing this information.
    Out of interest, my wife is a professional graphic designer, and these publications have been relevant to her industry too. She has also gained many insights in reading these publications.

  • Adrian

    May 2nd, 2011 on 9:44 am

    I have to say this book is very good. It is a very interesting look at the psychological way we set prices and how we think about them in relative terms. Having touched these similar topics in business school, the concepts can be quite complex but what is written in it is so true, simple, and easy to understand. I have a lot of colleagues that I know would be interested in the book. There are some really good examples to make your points. There are ideas you talked about that makes me realize I need to incorporate some of these understandings & tactics to my advantage in my professional actions (ie anchoring & prospect theory). This book makes me want to read your other books too.

  • Marina

    July 20th, 2011 on 5:11 pm

    I really enjoyed reading the different chapters, but I loved chapter 7 – Perception not value governs price.
    The embedded philosophies, and your working examples surrounding design fees makes you recognise that in fact patterns are not haphazard behaviours… they are occurring all the time.

  • Bill in Seattle

    October 6th, 2011 on 12:55 am

    This book is a wonderful example of making things as simple as possible (but not simpler)! The contents are all terribly relevant and laid out with comprehendible examples throughout. I particularly found the overview on anchoring to be insightful and helpful. Thanks for this wonderful work – looking forward to reading the rest of your series!!!

  • Charles

    November 12th, 2011 on 9:12 am

    The Architects’ Guide to Design Fee Psychology provides great insight into how many of us make financial decision. It was both fun and educational to read and has given me a whole new perspective on what influences the purchasing decisions we make. I highly recommend this publication to anyone that is or will be faced with proposing and negotiating architectural fees.