IIDA Perspective - Fall/Winter 2014 - 38

Roundtable

PARTICIPANTS

Annhy Shim, Associate IIDA
Former Senior Design Manager,
THE RELATED GROUP
Annhy Shim-Morel cultivated and
honed her design talents working
in the Toronto, New York, Miami
interior design and art worlds over
the past twenty years. She has played
key roles in design, construction
management, graphic design,
branding, marketing and PR for a
variety of well-known brands.

Lynn Murphy
Director, Planning and Project
Management, Real Estate
Northwestern Memorial HealthCare
Lynn Murphy oversees planning,
design and construction for all
outpatient, administrative and
real estate related Northwestern
Medicine projects at several
campuses in the Chicagoland area.

Roy Abernathy, IIDA
Senior Managing Director,
Savills Studley
Roy Abernathy has more than 20
years of experience as a workplace
strategist, architect and corporate
real estate executive. He is a
registered architect in 20 states
and his research and client work
has received over 30 awards in
the fields of design, energy
performance and architecture.

RFP: Decoded

For many firms, answering RFQs and RFPs is
the primary way they win new work. Enormous
resources are devoted to putting together
responses- even firms with large marketing teams
require design staff to pitch in and divert time away
from other projects. Yet for all the time and
resources devoted to it, the RFP process often feels
shrouded in mystery. Perspective went behind the
scenes to "decode" what makes a strong proposal,
and help firms figure out how to put their most
competitive foot forward.
Be brief. Be concise. Be direct. Be engaging. Be strategic and honest about a team's
individual strengths and capabilities. Balance creativity and cynicism. Play match
maker for the sake of the project. Show me the faces I will see day to day. Don't
show me in the interview what I've already seen in the proposal. Have something
that blows me away up front.
When Perspective convened a roundtable of development professionals and
facilities managers to talk about reviewing proposals and responses to RFP's, one
thing became immediately clear: client personalities are just as unique as design
personalities. Each client has his or her own preferences and opinions about best
practices that may differ drastically, even between colleagues. One client might
want to see a detailed approach that incorporates the voices of every member of the
team. Another might be fine with just a page or two specific to their project. One may
feel hiring a team comprised of firms with strong, existing working relationships
is key. Another might ask leads to consider "swapping out" sub-consultants for
others they feel are best aligned with a project. One might pour over the cover
letter-and another might flip straight to the fee page.
At first this seems incredibly daunting. How can firms know what clients want
if every client wants something different? How can they develop and apply their
own best practices to the proposal process if every proposal varies significantly
from one another? What really matters most?
The answer: You. Though they advocated different approaches, our panel of experts
agreed that above all, firms should let their personalities shine through. Clients
want to see enthusiasm and passion. They want to understand how a firm thinks
and how they solve problems. They want to feel firms are willing to go the extra step
for their project. And they want a sense of connection to the people they're going to
work with. After all, as Roy Abernathy of Savills Studley says, "In a selection process,
you can't give out a bunch of honorable mentions-you can only give one nod."

38



Table of Contents for the Digital Edition of IIDA Perspective - Fall/Winter 2014

Contents
Contributors
From IIDA
Behind the Issue
Viewpoints
Pop Goes the Marketplace
Beyond Programming
Startup Design
RFP: Decoded
The Power of Narrative
Inspiration
Colophon
Design Buzz
IIDA Perspective - Fall/Winter 2014 - Cover1
IIDA Perspective - Fall/Winter 2014 - Cover2
IIDA Perspective - Fall/Winter 2014 - 1
IIDA Perspective - Fall/Winter 2014 - 2
IIDA Perspective - Fall/Winter 2014 - Contents
IIDA Perspective - Fall/Winter 2014 - 4
IIDA Perspective - Fall/Winter 2014 - Contributors
IIDA Perspective - Fall/Winter 2014 - From IIDA
IIDA Perspective - Fall/Winter 2014 - 7
IIDA Perspective - Fall/Winter 2014 - Behind the Issue
IIDA Perspective - Fall/Winter 2014 - Viewpoints
IIDA Perspective - Fall/Winter 2014 - Pop Goes the Marketplace
IIDA Perspective - Fall/Winter 2014 - 11
IIDA Perspective - Fall/Winter 2014 - 12
IIDA Perspective - Fall/Winter 2014 - 13
IIDA Perspective - Fall/Winter 2014 - 14
IIDA Perspective - Fall/Winter 2014 - 15
IIDA Perspective - Fall/Winter 2014 - 16
IIDA Perspective - Fall/Winter 2014 - 17
IIDA Perspective - Fall/Winter 2014 - Beyond Programming
IIDA Perspective - Fall/Winter 2014 - 19
IIDA Perspective - Fall/Winter 2014 - 20
IIDA Perspective - Fall/Winter 2014 - 21
IIDA Perspective - Fall/Winter 2014 - 22
IIDA Perspective - Fall/Winter 2014 - 23
IIDA Perspective - Fall/Winter 2014 - 24
IIDA Perspective - Fall/Winter 2014 - 25
IIDA Perspective - Fall/Winter 2014 - 26
IIDA Perspective - Fall/Winter 2014 - 27
IIDA Perspective - Fall/Winter 2014 - Startup Design
IIDA Perspective - Fall/Winter 2014 - 29
IIDA Perspective - Fall/Winter 2014 - 30
IIDA Perspective - Fall/Winter 2014 - 31
IIDA Perspective - Fall/Winter 2014 - 32
IIDA Perspective - Fall/Winter 2014 - 33
IIDA Perspective - Fall/Winter 2014 - 34
IIDA Perspective - Fall/Winter 2014 - 35
IIDA Perspective - Fall/Winter 2014 - 36
IIDA Perspective - Fall/Winter 2014 - 37
IIDA Perspective - Fall/Winter 2014 - RFP: Decoded
IIDA Perspective - Fall/Winter 2014 - 39
IIDA Perspective - Fall/Winter 2014 - 40
IIDA Perspective - Fall/Winter 2014 - 41
IIDA Perspective - Fall/Winter 2014 - 42
IIDA Perspective - Fall/Winter 2014 - 43
IIDA Perspective - Fall/Winter 2014 - The Power of Narrative
IIDA Perspective - Fall/Winter 2014 - 45
IIDA Perspective - Fall/Winter 2014 - 46
IIDA Perspective - Fall/Winter 2014 - 47
IIDA Perspective - Fall/Winter 2014 - 48
IIDA Perspective - Fall/Winter 2014 - 49
IIDA Perspective - Fall/Winter 2014 - 50
IIDA Perspective - Fall/Winter 2014 - 51
IIDA Perspective - Fall/Winter 2014 - Inspiration
IIDA Perspective - Fall/Winter 2014 - Colophon
IIDA Perspective - Fall/Winter 2014 - 54
IIDA Perspective - Fall/Winter 2014 - 55
IIDA Perspective - Fall/Winter 2014 - Design Buzz
IIDA Perspective - Fall/Winter 2014 - Cover3
IIDA Perspective - Fall/Winter 2014 - Cover4
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2019fallwinter
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2019summer
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2019spring
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https://www.nxtbook.com/nxtbooks/nielsen/perspective_2018summer
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2018spring
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2017fallwinter
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2017springsummer
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2016fallwinter
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https://www.nxtbook.com/nxtbooks/nielsen/perspective_2015fallwinter
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https://www.nxtbook.com/nxtbooks/nielsen/perspective_2014fallwinter
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2014springsummer
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2013fallwinter
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https://www.nxtbook.com/nxtbooks/nielsen/perspective_2012fallwinter
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https://www.nxtbook.com/nxtbooks/nielsen/perspective_2011fallwinter
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2011springsummer
https://www.nxtbookmedia.com