The book is for graduates of architecture or design programs who have something in common: a burning desire to make that motivates their life’s work and fires their daily efforts. If you burn to make something, you can also harness that desire in the medium of the written word, in the service of essential storytelling that can define your creative efforts. 

Of course, the habitual writer also knows this desire. As Joseph Epstein says in his essay on solitude (“Alone Again, Unnaturally”), there is a category of writer who feels “less than fully alive when not writing”. This, too, can be transposed into the world of architecture and design, and I have known many practitioners who felt ‘less than fully alive’ when not in harness, at the drawing board, pencil in hand - either literally or figuratively. 

Why tell stories about design? Clarity of purpose promotes a clarity of outcome.

It won’t magically cause it in a direct way, but there is a strong correlation. And clarity of outcome is of enormous benefit to your creative work. More to the point, and this is where the book gets down and dirty, clarity of outcome is of enormous benefit to your business. Your ability to sustain it, grow it, find new buyers, and keep your existing buyers coming back to you.