Summary of Strategy and Structure: Doing It Right, and How You'd Know

00:00:00 - 00:45:00

This video discusses the importance of having a good strategy and structure in place for a business. It explains how to identify the goals of the business, and how to create a plan that will help the business achieve those goals.

• 00:00:00 In this video, Dan Klein from Grand Rapids, Michigan, talks about his work as an information architect. He explains that information architecture is about creating designs that facilitate the flow of information and help users understand it. He also discusses how design is the rendering of intent, and how 40 years ago, Richard Saul Wurman invented the concept of information architecture.
• 00:05:00 The video discusses the following: -A building's purpose can be determined by its design, shape, and logo. -A building's purpose can change over time, as it adapts to the culture and needs of its users. - A building can represent a whole bunch of things to different people, and it can be coherent and true.
• 00:10:00 The video discusses the importance of structure and strategy in architecture, and how to achieve it. It discusses the use of geometry in architecture and how this can be used to create unique and meaningful designs. It also discusses the importance of intention in architecture, and how to create a good map of this. Finally, it discusses how to achieve good structure in an architecture, and how to be aware of the context in which a building is placed.
• 00:15:00 This video discusses the importance of mapping your intentions, and provides a tool for doing so - the performance continuum. By understanding the different needs of the project at hand, and using a continuum of needs, you can avoid making mistakes in your design.
• 00:20:00 This YouTube video discusses the importance of having a strategy and structure for a business, and how changing the arrangement of elements can create new information. Mr. Berman points out that not only is arrangement meaningful, but the absence of elements can be seen as a disappointment. He argues that by rearranging elements in a digital space, retailers can create a more successful business.
• 00:25:00 Information architecture is concerned with the structural integrity of meaning across contexts. Evernote has different ways of delivering its service for every device, but it means the same thing in all of those different contexts. This is done by mapping intentions, arranging things, and playing with the arrangement to get a desired meaning. An example is a map of how architects used to make models.
• 00:30:00 The speaker discusses the importance of good structure and how it can help with the success of a product or project. He also points out the dangers of not having a structure in place, and how it can lead to projects being unsuccessful. He gives the example of a building by Yamasaki, and how the neutral structure does not give away the purpose of the building. The speaker goes on to say that we are increasingly seeing places made of information, and that we need to be as good as these places in order to be successful. He also cautions against the separation of digital and physical spaces, and how this will soon lead to problems.
• 00:35:00 The video discusses how, in physical space, good strategy includes things such as understanding the context of the situation and considering the consequences of one's actions. In cyberspace, the same concepts are needed to ensure a successful environment. Google Engrams is a tool that can be used to research historical examples of good strategy and structure. The video suggests that, in order to be successful, designers, architects, and planners need to be clear-headed and stay focused on the bigger picture.
• 00:40:00 The video discusses the use of strategy and structure to do work effectively. Francesca describes how her models are dumber than what is needed in some cases, and provide a model of humility in the process. The presenter says that if an architect is to provide value to a client, they must be able to think outside the box and be able to solve complex problems.
• 00:45:00 The video discusses how to create a successful strategy and structure for a business. It explains how to identify the goals of the business, and how to create a plan that will help the business achieve those goals.