You are a great designer, but no one knows you. Now what? By directly confronting the burning question ‘How do you win work?’, this new edition of Jan Knikker's bestselling book addresses the key purpose of architects investing time and effort in public relations and marketing. Updated with key additions on AI, managing cultural and ideological differences and four brand new case studies, this narrative simultaneously informs and excites, making marketing accessible and compelling for all architects regardless of sector and practice size. Written by one of the most influential and perceptive voices in business development, Jan Knikker, Partner for Strategy and Development at MVRDV draws on over 20 years’ experience at the forefront of global practice at MVRDV and OMA, shaping their public images and business strategies. Bridging the distance between architects and marketing, he provides practical tips and best practice guidance, ranging from strategic business plans to the nuts and