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Strategy and Structure: How to Do it Right

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STRUCTURE Doing it right, and how you’d know


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Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320


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Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320


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DESIGN IS THE RENDERING OF INTENT Jared Spool


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1989 $111,000,000 Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Wikipedia contributor “Trance88”


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2015 $2,800,000 Steelcase Corporate Development Center in Gaines Township, Michigan Photo by Dan Klyn


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With kind permission of John Auchter, Originally published in the Grand Rapids Business Journal, July 27, 2009


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Howard Miller Clock Company Headquarters, Zeeland Michigan Photo by Dan Klyn


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Howard Miller Clock Company Headquarters, Zeeland Michigan Photo by Dan Klyn


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Howard Miller Clock Company Headquarters, Zeeland Michigan Photo by Dan Klyn


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Howard Miller Clock Company Headquarters, Zeeland Michigan


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PLACES REPRESENT ARCHITECTURE’S SHARE IN TRUTH Christian Norberg-Shulz


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1388 Basilica San Petronio, Bologna Photo by Dan Klyn


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“ There needs to be a place… one place. One complete thought around music… “ Trent Reznor


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A PLACE MADE OF INFORMATION


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1955 Chapelle Notre Dame du Haut – Ronchamp by Le Corbusier. Photo by Jopa Elleul


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1963 “Sculptured House” by Charles Deaton, photo credit unknown, Wikimedia Commons


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“Sleeper” by Woody Allen “Sleeper”Artists 1973 A scene from the film © United by Woody Allen © United Artists 1973


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1963 I WANTED THE SHAPE OF IT TO SING AN UNENCUMBERED SONG “Sculptured House” by Charles Deaton, photos by user “digijeff” on Flickr


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1962


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ALWAYS DESIGN A THING BY CONSIDERING IT IN ITS NEXT LARGER CONTEXT Eliel Saaranen West elevation blueprint drawing of TWA Flight Center at JFK Airport in New York City by Eero Saaranen 1962


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1962 Vintage postcard depicting the TWA Flight Center at JFK Airport in New York City by Eero Saaranen


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1962 https://flic.kr/p/awoXAa 1963 https://flic.kr/p/awoXAa


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1424 WHAT IS GOOD STRUCTURE? Photo by Dan Klyn


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TACTICS Photo by Dan Klyn


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STRATEGY


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THERE IS NO RIGHT WAY Richard Saul Wurman Richard Saul Wurman Photograph by Melissa Mahoney


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Richard Saul Wurman Richard Saul Wurman Photograph by Melissa Mahoney


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1894 Santler Dog Cart, the earliest British-made automobile. Photograph by Martin Godwin for The Guardian.


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1899 Horsey Horseless, early American-made automobile. Illustration from TIME magazine online, http://content.time.com/time/specials/2007/article/0,28804,1658545_1657686,00.html


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1930


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3 TOWARD GOOD STRUCTURE St. Francis de Sales Church in Muskegon, Michigan by Marcel Breuer. Photo by Dan Klyn


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MAPPED INTENTIONS An “Elephant Path” from the back cover of Jan-Dirk van der Burg’s book Olifantenpaadjes http://www.amazon.com/Desire-Lines-Olifantenpaadjes-Jan-Dirk-Burg/dp/908176070X 1


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MAPPED INTENTIONS Desire Lines in Detriot by Sweet Juniper http://www.sweet-juniper.com/2009/06/streets-with-no-name.html


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THE MAP IS NOT THE TERRITORY, BUT IF CORRECT, IT HAS A SIMILAR STRUCTURE WHICH ACCOUNTS FOR ITS USEFULNESS Alfred Korzybski


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BUSINESS REQUIREMENTS DOCUMENT


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PERFORMANCE CONTINUUM


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Service Acquire


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EITHER / OR


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YET


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Acquire Optimize Now Engagement Service Innovate Future Conversion


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Service TRUTH INTENTION


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Service Acquire


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INTENT STRUCTURE


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1971 THE CLASSIC, PERVASIVE SEDUCTION TO DESIGNERS HAS BEEN TO FIND A SOLUTION INSTEAD OF THE TRUTH Richard Saul Wurman Photo of Richard Saul Wurman for LOOK Magazine by Joel Baldwin


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http://99percentinvisible.org/episode/u-t-b-a-p-h/


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MAPPED INTENTIONS


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ARRANGE FOR MEANING Photo of Zen Garden at the Richard and Hellen DeVos Japanese Garden by Dan Klyn 2


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1989 From a special issue of Design Quarterly titled Hats, by Richard Saul Wurman


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1989 From the first edition of Information Anxiety, by Richard Saul Wurman


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CHANGE IN ARRANGEMENT CHANGE IN MEANING


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CHANGED ARRANGEMENT = CHANGED EXPERIENCE A captivating experience. News brings the beautiful editorial layouts and typography of print to the screen. Enjoy interactive and engaging stories, rich with photo galleries, videos, and animation. Content is optimized for both iPhone and iPad, so you’ll have a great reading experience no matter which device you’re using.


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“The Structural Integrity of Meaning Across Contexts” - Jorge Arango


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1972 Analysis of all of the words on advertising billboard signs along the Las Vegas “strip” in 1969, in Learning From Las Vegas , Venturi, Scott Brown and Izenour, Published by MIT Press, Cambridge


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INTENT MEANING STRUCTURE


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3 DUMB MODELS Promotional image of Derek Zoolander, played by Ben Stiller from the 2001 Paramount Pictures film Zoolander


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RHETORICAL > PICTORIAL


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CONCEPTUAL MODELS shopping requesting rentals custom quoting rentals us shopping custom quoting us


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APPROACH METAPHOR From Learning from Las Vegas, by Robert Venturi, Denise Scott Brown and Steven Izenour. Copyright MIT Press, 1972 1972


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1959 Michigan State Medical Society Building -- Minoru Yamasaki 1959 Photo by Dan Klyn


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1959 Drawing of Michigan State Medical Society Building -- Minoru Yamasaki 1959 by Michael Nÿkamp http://mkn-design.com


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DUCK Integral Ornament Innovative Revolutionary Original Pretty All Around Advanced Technology Looks Expensive “Interesting” Heroic


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DUCK-LIKE MODEL • Depends on Clarity • Amplifies Meaning • Can Become a Joke When Shrunk


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1972 From Learning from Las Vegas, by Robert Venturi, Denise Scott Brown and Steven Izenour. Copyright MIT Press, 1972


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1950* Photograph by Bruce Walker FAIA, * precise date of project is unknown.


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DECORATED SHED Applied Ornament Evocative Evolutionary Ordinary Conventional Pretty In Front Inconsistent Looks Cheap “Boring” Expedient


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DECORATED SHED –LIKE MODEL • Less Risky Duck • Increased Dependence on Context • Increased Dependence on Excellence in Implementation and Maintenance


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40 150 HRS/MO X/DAY Photo by David Peter Simon


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STRUCTURE MEANING TENT


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MAP ARRANGE MODEL Desk at The Glass House, by Philip Johnson in New Canaan, Connecticut USA. Photo by Dan Klyn


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CLEAR ( be dumb )


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WHOLE not things, patterns not objects, ecosystems.


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http://understandinggroup.com @undrstndng THANK Photo from Library of Congress Detroit Publishing Collection, Call Number LC-D4-3320


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