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The economics of ignorance

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There's strange office dynamics going on here in the continuing office brochure debacle.

First of all, I am the fall guy nominated by the Jerk, the junior partner to whom the old partners have cleverly passed the poison chalice.

Second, apart from the internal politics involved, there is this strange phenomenon that people who want to know about things quite often ask, and even pay for, advice from people who know even less.

That, surely, applies here.

Third is that the Jerk has flatly rejected all the simple marketing things I mugged up on one friendless night with a couple of books. Fourth is that we are all brought up in architecture school to believe we are 'masters of the universe' with regard to all kinds of design.So the Jerk is getting one of the 12 year olds, sorry, one of the new graduate intake, to do the graphic design. It has not occurred to him that graphic designers do only a year less at college than do architects, and that this may unusually help to fit them for their specialist field.

I cannot recall any British architecture school syllabuses dealing with 'X heights'and 'gutters'and 'splashes'and 'WOBs'. Sorry, showing off. The Jerk would have a purple fit if someone suggested a graphic designer might design a building. But there you are. His argument is that it is all being done in the office, so it does not cost anything. Does it?

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