How to Start Thinking in ROA: A Strategic Mindset for Better Performing Architecture
How to Start Thinking in ROA: A Strategic Mindset for Better Performing Architecture
Goethe’s famous quote — “Architecture is frozen music” — rings true today, but it needs some updating.
For far too long, architectural projects have operated more heavily on the form and not enough on the function. Return on Architecture (ROA) challenges this outdated view by demanding accountability, measurable outcomes, and strategic alignment from the very start.
To think in ROA terms means changing your mindset. It means stepping back from form-first design habits and learning to ask: What is this building really supposed to accomplish, and how do we know it did?
Shifting from traditional architectural thinking to an ROA mindset requires a fundamental change in how we approach every design decision.
Here's how to start thinking strategically and demand spaces that truly perform.
Get Brutally Honest About Performance
The first step towards embracing ROA is radical honesty. Ask yourself tough questions: How much is your space actually costing you—not just in terms of construction or leasing costs, but in lost productivity, inefficient workflows, energy wastage, and missed opportunities?
Organizations frequently overlook hidden expenses associated with poor design. For instance, inefficient layouts can add significant overhead through lost productivity, frustration among employees, and increased maintenance costs.
Evaluate your existing space without excuses or rationalizations. If your current environment isn’t adding measurable value to your mission or business, acknowledge it. Understanding where your architecture falls short is critical because you can't fix problems you refuse to see.
Define Success Before Design
Traditionally, architecture begins with aesthetics: "What should this building look like?" ROA flips this question on its head, asking instead: "What must this building achieve?" Under ROA, success is defined clearly and specifically in business terms, not architectural preferences.
Before you begin designing, identify what success means for your organization. Is it operational efficiency? Talent attraction? Brand recognition? Financial growth? Define it in language your leadership team already uses. ROA makes design decisions accountable by anchoring them to the metrics that matter most to you.
Your definition of success might include:
Increasing revenue
If your space helps generate more revenue, whether through improved client experience, expanded capabilities, or better service delivery, it’s proving value. ROA looks at how the design of a space can support growth in concrete, financial terms.
Improving operational efficiency
Time and cost savings aren’t bonuses, they’re benchmarks. A well-designed space should streamline processes, reduce friction, and enhance how teams work. ROA design solves for bottlenecks and eliminates spatial inefficiencies that quietly drain resources.
Boosting talent retention
In a tight labor market, your space is a key part of your employee experience. Comfortable, well-equipped, and inspiring environments help attract and retain top talent. ROA ensures your design serves not just clients, but your people.
Enhancing community impact
For mission-driven organizations, success may hinge on how a space serves its broader purpose. That could mean more equitable access, deeper engagement, or visibility in the communities you serve. ROA defines impact as broadly as your mission demands.
Achieving specific sustainability goals
Performance includes environmental performance. ROA measures energy use, lifecycle costs, and carbon footprint, not just because it’s responsible, but because it's now expected. Sustainable design is built into success.
Or something else
Your goals may be unique, like increasing community trust, supporting hybrid work, or showcasing innovation. The point is: ROA gives you a structure to design around what matters most to you and prove it’s working.
These aren't abstract ideas. They are precise, measurable targets. Without clear metrics, your architectural investment will inevitably default back to subjective preferences, limiting its potential impact.
Ask the Questions No One Else is Asking
A hallmark of ROA thinking is the willingness to challenge assumptions rigorously. Traditional architects often take briefs at face value, rarely pushing back or exploring deeper strategic implications. ROA architects do precisely the opposite. They ask:
Will this space adapt when the organization changes or grows?
Does it actively support the organization’s workforce, or does it just house them?
Is this design setting the organization up for future growth and resilience, or is it merely a short-term solution?
These tough, forward-looking questions ensure that design decisions are rooted in long-term strategic thinking rather than short-term aesthetic appeal or convenience.
Prioritize Flexibility and Long-Term Value
The best-designed spaces are adaptable, scalable, and resilient. ROA prioritizes flexibility as a fundamental principle. Rather than static, fixed layouts, ROA encourages modular design, easily reconfigurable spaces, and scalable infrastructure. This adaptability means your space remains valuable and functional over time, responding gracefully to shifts in your organization's size, technology, operations, and strategy.
Flexibility is a strategic asset in an unpredictable world. The more adaptable your space, the less likely it becomes obsolete as circumstances inevitably evolve.
Partner with Architects Who Think Like Owners
Your architectural partners should be strategists in addition to designers, committed to your organization’s long-term success. Look for architects who understand ROI as deeply as design aesthetics, who demonstrate clear interest in your operational realities, business goals, and strategic imperatives. If your current architects are primarily concerned with mood boards and renderings rather than measurable outcomes, it's time to reconsider your partnership.
Establish a Clear Performance Framework
An effective ROA approach includes a formal framework for assessing architectural performance post-occupancy. Establish key performance indicators (KPIs) that align clearly with your business objectives. These KPIs might include metrics such as cost savings, productivity improvements, employee satisfaction scores, environmental performance, or revenue generated from optimized spaces.
Consistent measurement creates accountability. It enables data-driven decisions rather than gut reactions, ensuring your space continually contributes measurable value rather than merely existing as an aesthetic statement.
Adopt the ROA-Ready Mindset Immediately
Shifting to an ROA mindset is something you can adopt immediately. Start by answering these critical questions about your next architectural project:
Have you clearly defined success in business terms, not just design terms?
Have you assessed how your current spaces either support or undermine your objectives?
Do you have robust metrics to measure space performance after occupancy?
Is flexibility and adaptability integral to your design plan?
Are your architects genuine strategic partners, or merely design vendors?
Can you articulate the precise ROI of your architectural investment?
If you can't confidently answer these questions, you aren’t ready to proceed. Take the time to clarify these strategic considerations first, and your space will become the asset it has always begged to be.
Thinking Strategically is Not Optional
Architecture is a significant investment. In today’s challenging economic climate, no organization can afford the luxury of beautiful but ineffective spaces. ROA thinking transforms architecture from a costly overhead into a strategic advantage.
Start thinking in ROA terms now—your organization's future success depends on it.
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