How Firms Succeed 5.0

New Horizons for the Professional Services Firm (Student Edition)

Architecture and design have been undergoing a radical transformation this past decade. Global practice, sustainability, innovative delivery processes, and sophisticated technology are challenging everyone involved in the A/E/C industry to be both more creative and more efficient.

How Firms Succeed 5.0

In How Firms Succeed 5.0, Jim Cramer and Scott Simpson show design professionals how to deliver extraordinary new value for their clients. Their model of the “Design Enterprise Cycle” offers a compelling vision of what lies ahead, with step-by-step advice on how to achieve extraordinary success in a time of rapid change.

This is an important read for anyone with a stake in building a better, healthier, and more sustainable future.

About the authors

James P. Cramer is the former executive Vice President/CEO of the American Institute of Architects and the founder of the Design Futures Council and DesignIntelligence. He serves on the faculty of the College of Design of the Georgia Institute of Technology.


Scott Simpson is the former president and chief executive officer of The Stubbins Associates in Cambridge. He is a Richard Upjohn Fellow of the AIA and a Senior Fellow of the Design Futures Council. He teaches at the Advanced Management Program at Harvard University.


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