FREE DESIGN? - AN INDECORATE PROPOSAL-

This time, I'm going to talk to you about a tough, difficult topic, one that many people probably don't like to discuss. Personally, it pisses me off. I'm feeling a little angry as I write these lines; it's stressful to express it, as it brings to mind all the uncomfortable situations one has to go through in this honorable profession.

Designing for free, intentionally selling off the budget, or awarding a project in exchange for a future profit is a common practice in Latin America that demeans the value of ideas, proper planning, sustainable development, and the forward-looking vision that underpins an architectural project. It has become so normalized that it can even cause anxiety in us architects who are passionate about architectural design.

There's no way to avoid the situations we encounter, as they're always changing. More than once, you'll feel cheated or manipulated. Sometimes, you may fall into a trap and not realize it until it's too late. Rather than advice, I'll share these seven anecdotes that made me question why some people, even my own colleagues, don't value design.

1.- THE RENEGADE GODIN.

During my time as a designer at a construction company (an office employee is called a Godínez), I once overheard a construction supervisor ranting against those of us in the design department. He shouted that if it weren't for him, we wouldn't have been able to cope. He complained about changes to the project and claimed that design wasn't relevant, suggesting that the company's income was generated solely from its actions.

Let me open a digression here. Architectural work is a team effort, and design is the beginning of the combined efforts. Clients invest their money thanks to the ideas behind the project and the planning; nothing happens on its own.

2.- ROMANTIC AND DREAMER.

It turns out that even in conversations with colleagues, I've been mockingly called a romantic or a dreamer when I talk about the value of design as the core importance of architecture. The truth is, more importance is often given only to work that generates the most money. Don't take me for a fool; of course, money is vital. But I assure you that if we were to go back to the moment we decided to become architects, most of us would remember that we did it out of vocation and not so much with money in mind.

Don't just take my word for it. Check out the student intake/graduation profiles at many of the universities in your area, and you're sure to find the words: design, creativity, imagination, culture, art, and innovation in several of them. So, if the educational model promotes all of these, in practice we end up giving away the most valuable thing we were supposed to contribute to society.

I believe that experiencing harsh reality ultimately crushes our lack of conviction. Of course, we must strive to earn a good living from architecture, but without betraying the ethics and values of the profession.

3.- THE PNDJO

In the first few jobs I was offered, I was so eager to build my own design that I ended up falling for a toxic client. He was a demanding client who was always in a hurry, with lots of changes, and ultimately nothing. He fabricated the lie that he was going to be fired to get me out of the game, and ended up resorting to the old reliable: Build with the bricklayer.

At the time, I was so naive that I'd spilled most of the beans. A year later, when I searched for a nearby address on Street View, I found out that the remodeling project was built exactly like my project. I found some peace through a pseudo-revenge by notifying the public works department that I was building without a permit; at the very least, I'd have to pay for the property's regularization.

4.- THE WORD ALONE IS NOT WORTH ITSELF.

One afternoon, I conducted a home consultation for a remodeling project. As usual, I chatted with the client for a while about his needs, and there seemed to be a good rapport before discussing the cost of the services. At this point, I was offered the project with the idea of later handing over the actual work to him. I didn't refuse, but I wanted to test him by negotiating something formal: if he was willing to sign a letter of intent stating that if the work didn't go through, he would have to pay me in full for the project. The very next day, I sent him my formal quote. But I never received a response; I ended up looking like a Pablo Escobar meme.

5.-FINANCE THE WORK

Not long ago, I was in another awkward situation where a prospective real estate developer was looking for me to create 3D perspectives, setting out these conditions: premium quality, high volume of work, tight turnaround time—the last one really made me jump out of my chair. I wouldn't be paid a cent until each house was sold, with the promise of exponentially increasing profits each time a prototype was sold... If it wasn't sold, well, no way, there would be no payment.

Suffice it to say that the person offered a pittance for each prospect, completely out of line. According to him, this approach was big business. (And of course it was, but for him.) I ended the meeting as soon as I heard this indecent proposal. This time, I was actually a little upset, almost feeling like throwing him out the window.

6.- WIN-WIN.

A very funny one was the one who showed up collaborating with a colleague. He'd been referred to a guy, a typical friend of a friend, and we were interviewing. The person was basically trying to sell us the idea of us doing the entire executive project for his house, including paperwork and permits in advance. Our fees would be paid until he was approved for a supposed bank loan he was planning to apply for. He himself called this nonsense a win-win relationship, which at the time made us laugh at the audacity with which he said it.

7.- FREE FOR DON ENTREPRENEUR.

In another similar meeting, it turns out that we were invited to team up with an entrepreneur. We would present the project and the entrepreneur would present his great idea (wow!) At least in this meeting they had the decency to invite us to dinner.

REFLECTION

Since I have many more of these horrific stories, it's probably a good idea to write a sequel for Halloween. Jokes aside. For now, I'll close with the reflection.

Let me clarify: I believe that there SHOULD be cases in which one can donate one's work to a worthy cause, help someone we care about, or invest our time in when there is a real business opportunity with trusted people, as well as participating in a competition in which there are rules, solid foundations with measured and controlled risk.

Let's avoid situations where other people or colleagues seek to take advantage by selling us the idea of taking on the risk of a business that isn't ours. To achieve this, it's essential to be aware of how each prospect reaches you. Those who are references for good clients—you know them from their work, they know you or your work, they educate themselves and research your proposal—they will truly value your work. To attract the ideal client, the best letter of introduction is the quality of your work, testimonials from other clients, relationships, fine-tuning your message on the website and social media, and well-developed sales and communication channels with the client.

Keep a cool head, evaluate, and learn to say no before taking a job where you feel you're being taken advantage of, manipulated, or deceived. Don't give away your job in exchange for promises with no real commitment from either party. Learn to identify the warning signs based on your experience; there are people who are very skilled at manipulation and deception. Believe me, these unscrupulous people exist, and you'll encounter many of them along the way. You may fall for it sometimes; you'll have to learn from the experience, but you'll never make the same mistakes again.

REMEMBER: Free is not quality, nothing is free and everything has an expiration date. Without professionalism or guarantees, there are no commitments or responsibilities.