A guide for an architecture or design?firm of any size to effectively develop itself, and then market and promote its work, based on its expertise and value to clients. The author guides the reader to address issues of firm identity,?including an understanding of how to create the market positioning desired, using a series of hierarchical steps and decisions. Whether your design firm is large or small, new or well-established, your positioning decisions will determine its future.?For design firms that want to gain greater control over their destiny, pragmatic positioning is the solution.?Positioning is a systems-driven process necessary to bring your firms best strategies and visions to fruition. With dozens of how-to cases, examples and guidelines, the book provides the entire menu of tools, plus the inspiration needed, to make the changes required to stay competitive in the design world.