THE VALUE MANIFESTO 1
ÂŠ 2013 International Interior Design Association 222 Merchandise Mart, Suite 567 Chicago, IL 60654
“Nowadays, people know the price of everything and the value of nothing.” — Oscar Wilde
valâ€˘ue (VAL-yoo) n. v., â€” 1. relative worth or significance. 2. a personal or professional code. 3. the result of a transaction. 4. to regard highly or esteem.
TABLE OF CONTENTS AN OPEN LETTER TO MEMBERS . . . . . . . . . . . . . . . 11 A DISCUSSION OF VALUE . . . . . . . . . . . . . . . . . . . . . . . 13 SPEAKING OF DUES: A STATEMENT . . . . . . . . . . . . 15 THE PROPERTIES OF VALUE . . . . . . . . . . . . . . . . . . . 19 THE PROMISE OF VALUE . . . . . . . . . . . . . . . . . . . . . . . . 29 BECAUSE THE VALUE IS YOU . . . . . . . . . . . . . . . . . . . 39 The IIDA Design Manifesto . . . . . . . . . . . . . . . . 41
AN OPEN LETTER TO MEMBERS What am I getting for my money through my IIDA Membership? As Members and leaders, many of us have faced this question, and maybe have asked it ourselves: It’s a simple question with an answer that essentially presumes one word: VALUE. However, the real answer is more intricate, intimate and personal than that, so we’ve created The Value Manifesto. Specifically, we created it to help you to communicate the value of IIDA to current Members or to anyone who might be considering joining the Association to benefit and enhance his or her career as well as increase opportunities for personal and professional development. As you leaf through the pages of The Value Manifesto, you’ll find ways to talk about the value of belonging to IIDA that may not have occurred to you before — and you will find new ways to explain it to others. Perhaps most importantly, you’ll find ways to better understand it yourself. The Value Manifesto offers you a concise and usable overview of the benefits of belonging to IIDA at every stage of your career. Peppered with quotes to inspire and illuminate — and illustrated to inspire action — we trust that you will find in it a renewed appreciation for the effectiveness, support and ever-expanding global network of peers that IIDA offers you as a Member and as a design professional. You are encouraged to always tell your own IIDA story, because it is the most relevant, meaningful, powerful and personal. And along with it, do share The Value Manifesto with anyone who might ask, “What’s in it for me?” Cheryl S. Durst, Hon. FIIDA, Executive Vice President and CEO International Interior Design Association
10 W Paris-Opéra, Rockwell Group Europe
A DISCUSSION OF VALUE
“Everything is worth what its purchaser will pay for it.”
— Publilius Syrus
“Price is what you pay; value is what you get.” — Warren Buffett
What constitutes value? How is it determined? How is it measured? When we pay for something that we can’t exactly see or hold in our hands, the only way that we can really determine that elusive “what we get” factor is to ask ourselves why it’s important to us, and evaluate how well whatever it is delivers on its promise, or value proposition. We might regard it like an important friendship, or a gym or museum membership — intangibles that endure and transform us from the people we are into the people we’d like to be. Ultimately, that’s what Membership is all about. It adds value to your life and your work — gives it validity, meaning and relevance. Just as with any other relationship, what you get out of it is in direct proportion to what you put into it. By being part of the culture of IIDA, Members can participate in a life-changing experience. Through networking, recognition of accomplishment, inspiration and encouragement, as well as in-depth understanding of the multidimensional concerns that Designers face on a daily basis, IIDA has built a formidable and seamless international community of Designers. Because it is through a communal understanding that we can best raise our collective standards and heighten the public’s perception of Design and the value of the work done by professional Interior Designers.
SPEAKING OF DUES: A STATEMENT
Promotion of design
Your Membership in IIDA is most definitely what you choose to make of it, and it is natural and expected that you should have questions regarding the practical distribution of Member dues. As a not-for-profit organization, IIDA takes pride in reinvesting the greatest portion of its dues revenue (30 percent) into directly serving Members. IIDA devotes its next-largest share of resources to the promotion of its mission (22 percent). Advocating on behalf of the Interior Design profession through legislation and grassroots activism accounts for nearly as much of the budget (21 percent), followed by education initiatives for the Membership (15 percent). The remaining 12 percent is dedicated to administrative and operational costs.
Administration and operation
THE PROPERTIES OF VALUE “Perceived value creates Members. Actual value keeps them. Perpetual value changes their lives.”
— Cheryl Durst, Hon. FIIDA
When it comes to your IIDA Membership, there may not be that single, absolute “something” to which you might point and say, “Yes, this is what I’m getting for my money.” It is more likely a collection of numerous intangibles that enhance your life and your experience as a design professional that give IIDA Membership both its personal and universal worth. We’ve identified those most commonly acknowledged attributes as the Properties of Value. Each has its own merits, but it’s the dynamic of all of them working in harmony that nurtures your growth. 1. Community. At IIDA, we leverage your success as a Designer to advance the profession of Interior Design. Simply by becoming a Member, you strengthen the value of the Association, bringing your unique abilities, experiences and ideas to your Chapter and International peers.
Membership, involvement and a passion for participation are the lifeblood of IIDA, and as you might expect, the more you engage in IIDA, the more you will get out of your Membership. IIDA provides a broad range of opportunities for growth, from international design competitions to Student Mentoring Week; from local Chapter meetings to the popular Leaders Breakfast series. And the IIDA experience grows with you, providing continued growth incentives for the student and the design principal alike. By joining IIDA, you initiate a spark that has the potential to inspire others, and in turn, equally inspire you. 2. Engagement. A vital component of the IIDA mission is recognizing exceptional, innovative, leading-edge ideas and sharing them with the Design community. Through the IIDA website, the Knowledge Center and our journal of thought leadership, Perspective magazine, you can keep abreast of what’s happening in the world of Design, keep current on new projects and products, and gain new insight through Member-driven events or feature articles penned by peers and other notable experts. But there’s more: IIDA is a forum for Designers to discuss the very real-world issues they face. At IIDA, we don’t simply hear those concerns — we listen and respond with myriad solutions and deliverables, such as our highly informative Industry Roundtable discussions and summaries. IIDA works with the design community to better the daily work experience of our Members through both communication and legislation, with an eye to advancing design value, and providing research and information for Designers and clients alike. 20
3. Access. Through Membership, you open the door to possibility — to the lines of communication between you and the world of Designers, and to the rich pool of people and ideas that you can leverage to better your career. Resources like the IIDA Job Bank and the array of IDCEC-approved CEU programs available to Members hint at the enrichment and potential available. Every IIDA event is another chance to network and create opportunities for yourself or for your firm. Forums offered in 10 different design specialties give you access to an infrastructure of professionals with the experience and knowledge to help you grow on your design journey through life. 4. Validity. The IIDA appellation announces to peers, colleagues, clients and the public that you are a serious design professional. Your high standards aren’t implied — they are clearly articulated and understood. You are immediately identifiable as a bona fide design professional, separate and elevated from the legions of those who might describe themselves as professionals but who, in reality, aren’t your peers in credential or qualification. The IIDA appellation also brings you a sense of recognition. It is a bold statement of intent — that you are comitted to the profession and that you expect tobe rgarded as such. You send a clear message: Design is not just what you do — it is who you are. And in cementing that identity in others’ perceptions, you earn respect and a distinct edge against your competition. 21
5. Validation. Membership in IIDA is something you do, first and foremost, for yourself. As an IIDA Member you are a recognized part of the international design community that the Association proudly represents. Your IIDA appellation is more than a â€œdesignation.â€? It is a quality signal that affirms your adherence to the core values of the profession of Interior Design.
Studio SC, Studio MK27
27 Lakewood Cemetery Garden Mausoleum, HGA Architects and Engineers
“Since the beginning of my career, my involvement with IIDA has had a significant impact on my development as a professional Designer. IIDA’s important role in our profession is as crucial now as it was then.”
— Felice Silverman, IIDA, IIDA President 2013-2014
THE PROMISE OF VALUE
Commitment and investment. You put both into your design career. And when you join IIDA, it’s precisely what you get in return — commitment to you as a respected Designer and as a Member of the international design community; and investment in resources and events that help you to further your career and better your life. We know that you have certain expectations from your IIDA Mebership, and we’re ready to match your commitment to Design with a Promise of Value: Making You Better. You want to improve your work and yourself. You want to work sharper and smarter — to be as current, creative and innovative as you can be in terms of function, safety, aesthetics, effectiveness and efficiency. IIDA gives you the tools and resources to advance your career and improve yourself in the process. From CEUs that keep you in the know to volunteer leadership opportunities within your Chapter, IIDA affords you the chance to become a better Designer and to further your vision of yourself, your profession and the community around you.
Making You Smarter. As a Designer, you have vision and incomparable insight. To use them to your best advantage, you need to have the richest complement of resources possible at your disposal. Membership in IIDA gives you access to a vivid living database — an evershifting, ever-expanding pool of people and ideas teeming with innovation. Experienced Designers will offer you their insights in lectures, seminars, forum discussions and more, often as IDCEC-approved CEUs. Active IIDA Membership requires the attendance of a minimum number of CEUs per Membership period to maximize your potential and be the smartest, most effective Designer you can be. You’ll also have the chance to grow through helping others by sharing what you’ve learned, with a willing audience ready to hear and respond to your contributions to the ongoing international design conversation. Making You Matter. IIDA hosts numerous international project and product design competitions each year, such as the Interior Design Competition and Will Ching Awards; Emerge Italy Product Design Award for Emerging Designers; the Global Excellence Awards; the Middle East Interior Design Awards; the Best Interiors of Latin America; the Asia Pacific Interior Design Awards; and the Hospitality Design Product Awards, among others. Additionally, IIDA Chapters host and celebrate the best in local and regional design during their individual awards programs. The Association also recognizes individual Member accomplishments with the Star and Titan Awards; Member of the Year; Educator of the Year; and 30
acknowledges the outstanding achievements of Chapters in the always-anticipated Chapter of the Year award. Making You Believe. You matter to IIDA because we believe in you. We believe in your work and your passion for improving the human condition. IIDA sustains you and the profession through the support of legislation that establishes and maintains acceptable standards for the practice of Interior Design. Through licensing, registration and certification at the state and local levels, we endeavor to bring uniformity to the industry and safeguard your interests as a design professional. As part of the IIDA community, you have the staunch support of many like-minded individuals, and together, you have the strength and vision to effect change in policy and perception for the design community. You know the power of Design — IIDA enables you to wield that power to its greatest advantage to secure a preferred and protected future for practitioners, clients and the public. Making You Money. IIDA equals opportunity — opportunity for career advancement, marketplace wherewithal and enhanced prospects for connecting with the people, places, knowledge and information that advance your career and professional standing. It is one of the best reasons for joining IIDA. In a digital, overly connected world, the ability to interact on individual and intellectual levels continues to be the way that business still gets done. And while the business of Design is global, its most critical relationships are built on 31
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the personal. IIDA is your conduit to the connections that are career assets. Whether through dialogue with Industry experts at our numerous specialty roundtable gatherings, or through insightful publications, like our innovative What Clients Want series that delves into the very nature of why certain clients select certain designers and firms, IIDA offers you abundant tools, resources and international initiatives that give you access to the most current business thinking, client opportunities and your own professional development.
“Design is important because chaos is so hard.”
— Jules Feiffer
37 Geneses House, Isay Weinfeld
BECAUSE THE VALUE IS YOU
Design is a way of looking differently at the world. And looking differently at yourself. A Design career isn’t for the faint of heart, but it is for the ardent, passionate change agent who wants to make things, people, objects, places — the very world around us — better. IIDA supports you in your quest for “better.” We arm you with the tools, resources, guidelines, network and people that engage your mind (and occasionally inspire your soul). As a Designer, you aren’t just creating solutions for what’s “now”. You are invested in what’s “next” for your clients and for the world. So is IIDA. We will ensure that your place in the world as a Designer is secure and that your voice is part of the global conversation about Design. And a few final words about value … improve your “now” and advance your “next” through the power of participation. To derive truly relevant, meaningful, life-changing value from 38
your Membership in IIDA requires many more verbs than nouns: Join. Participate. Assess. Learn. Grow. Leverage. Seek. Determine. Evaluate. Debate. Share. Contribute. Organize. Assemble. Consider. Show up. Be present. Make something. There is no single value metric or measurement that means more than the success of your own personal determination to get something out of the experience of belonging. And if that “something” proves to be elusive, or if we haven’t created it yet, then tell us more about what you are looking for at email@example.com. IIDA is both a vast and intimate community, organized on behalf of you to elevate and advance the profession of Interior Design and to raise the value profile of Interior Designers. It is, at its best, a community galvanized in purpose, passion and value.
THE IIDA DESIGN MANIFESTO
DESIGN IS … STRATEGIC DESIGN IS … EVOLUTIONARY DESIGN IS … MIND-ALTERING DESIGN IS … BRAND DESIGN IS … PLANNING DESIGN IS … SAVING THE WORLD DESIGN IS … COMMUNICATION DESIGN IS … PERSONAL DESIGN IS … UNIVERSAL DESIGN IS … LIFE-AFFIRMING DESIGN IS … SOULFUL DESIGN IS … ELEMENTAL DESIGN IS … PASSIONATE DESIGN IS … BALANCE DESIGN IS … FLUID DESIGN IS … INVIGORATING DESIGN IS … INSPIRING DESIGN IS … SUSTAINING DESIGN IS … DYNAMIC DESIGN IS … KINETIC DESIGN IS … ARRESTING DESIGN IS … FOR EVERYONE DESIGN IS … THE QUESTION DESIGN IS … THE ANSWER DESIGN IS … TIMELESS DESIGN IS … ESSENTIAL DESIGN IS … RESPONSIVE DESIGN IS … ERGONOMIC DESIGN IS … DECISIVE DESIGN IS … INSIGHTFUL DESIGN IS … REAL DESIGN IS … ORDER FROM CHAOS DESIGN IS … VALUED DESIGN IS … THE BOMB DESIGN IS … YOU DESIGN IS … EVERYWHERE DESIGN IS … IIDA DESIGN IS LIFE. IIDA IS DESIGN.
IIDA Headquarters 222 Merchandise Mart, Suite 567, Chicago, IL, 60654, USA â€˘ +01 312 467 1950 www.iida.org firstname.lastname@example.org