My initial interest for this podcast was the perspective of Design from an Architect’s viewpoint. How does it differ from an industrial engineer or even an industrial designer, or other Design fields such as marketing? What makes an architect thought process different? I was surprised not in the answers that I received from my guest, Zachary Evans, an architect and partner at Kelty Tappy Design, Inc. What did surprise me is the lens that they looked at things. In musical terms, they were not the composer of magnificent musical piece but rather the orchestra leader that enable a variety of talents to perform at their best for the audience (the customer).
I might have been just lucky selecting the right architect to interview but I found that the strength of design was in the collaborative ability of the designer. There was no shying away from customer involvement, it was welcomed and actually a sign of failure if it was not solicited. Thinking like an architect has many similarities to SD-Logic (The Service-Dominant Logic of Marketing by Stephen Vargo and Robert Lusch) where the premise that products and services only create the opportunity to provide value. Value is created only when the customer uses the product or service. Enabling the use is the central theme of most architecture and Zach does a good job in relating that concept. 
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Zachary Evans is an architect and partner at Kelty Tappy Design, Inc., a Fort Wayne architecture, planning, and urban design firm. A Ball State University graduate (Muncie, Indiana), Zach holds professional architectural registrations in Indiana and Ohio and is certified by the National Council of Architectural Registration Boards (NCARB). He is an active member of the American Institute of Architects (AIA) Fort Wayne Chapter, and currently serves on the City of Fort Wayne (Indiana) Downtown Design Review Committee.
