M. Arthur Gensler, founder of the largest architecture and design firm in the world, recently celebrated the company's 50th anniversary. During the Dodge Executive Outlook Conference, Gensler shared how he built a company that grew from just three employees to a staff of 5,000 people in 46 locations. This year, he released his book "Art's Principles" with advice for businesses, but during the Dodge Conference, Gensler offered attendees a succinct version of what he considers the vital components of his company's success.
1. Take advantage of every opportunity
Gensler described two chance encounters that led to major opportunities for his company. If he had ignored their potential, he might have missed out on significant and high-profile client relationships. In one case, he met Steve Jobs after speaking during a conference in California. At that time, the Apple II had just been released, and Jobs needed someone to design an office building. After their chance encounter, Gensler served as Jobs' designer on-and-off for several years, before Jobs found out Gensler was also designing buildings for rival Microsoft and stopped using the firm.
And in other chance meeting, Gensler happened to be on a JetBlue flight — soon after the airline launched — at the same time former JetBlue CEO David Neeleman was on the plane talking to customers about how he could improve their flying experience. Gensler mentioned to the CEO during the flight that his company could design airports, and Neeleman hired him shortly after to design a terminal for JFK International Airport.
2. . Embrace the small projects
Gensler told the story of one of his first projects, when a client asked him to choose an ash tray for the interior design of a building. Since then, as the firm keeps winning high-profile projects, Gensler said he still wants to keep working on the small projects, too. "Somebody's gotta design it. It might as well be us," he said. Now, the firm will design anything from a wine label to a massive high-rise tower.
3. Develop long-term relationships with clients
When your company completes a project successfully, you can build a relationship with that client and form a lasting relationship, Gensler said. Ideally, this would result in clients trusting your company and bypassing the presentation and negotiation process for future projects.
4. Hire the top talent
Gensler emphasized the recruiting process and said a company is built on strong employees. "Provide the infrastructure for them, and get out of their way," he said.
5. Build a strong work culture
Gensler said that when his company hires a new employee, he tells them it takes a year to fully understand the work culture. "We have a one firm firm approach," he said.
6. Focus on retention
After a company finds that great talent, it is crucial to retain them, Gensler noted. That involves paying employees well and offering a strong bonus program.
7. Value your work
Gensler was adamant that his firm never participates in design competitions or offers free services. "People value what they pay for, not what they get for free," he said.
8. Avoid internal competition
Architecture and design firms often implement a "star system" when labeling their employees, but Gensler has found that approach to be ineffective. "We treat each other as a family, rather than competing against each other," he said.
9. Encourage employees to have a life outside of work
Gensler emphasized the importance of having a staff that can talk about more than just design work. "Get your people to have a life after 6," he said.
10. Give back to the community
Although company culture is a major focus, Gensler also noted that engaging with the community and giving back is a vital component to a successful business. "It's important to grow personally, too," he said.
