After posting the “sleeping on the site” story it occurred to me – this may inadvertently start a legend. For the record, that’s the story I heard.
Bill, sorry for the flippant comment before, but I couldn’t resist – it was such a perfect setup.
I will give you my thoughts, from our experience – for what they are worth. Just to let you know, I have been traveling to Europe and North Africa (and more recently, Mexico) for the past 18 years working on various projects.
Foreign markets:
• Obviously, the first commission is the most difficult. Similar to the “new kid in town syndrome” in the US, foreign clients are concerned about an architect’s ability to function well in an unfamiliar environment. Once you establish that you can actually perform in a foreign country, it is logical to be considered for additional commissions.
• Communication – not only language but “comprehension”. In this profession we are always communicating concepts and ideas. To explain this problem/point in very simple terms: When you say “big, expensive, difficult, demanding, etc.” it means something different in the U.S. compared to Europe, Mexico, Japan, etc. This is an “adjective problem”.
• Language problem - In the “sales phase” the individuals are normally highly sophisticated and multi-lingual. Obviously, a translator is required at times.
• “Cultural disadvantages” – IMO our foreign clients are much more “formal”. There is a “protocol” for all things and it is best to know it beforehand or be an observant and quick learner i.e. the “shotgun” handshake is unacceptable in a Muslim country, where touching someone with the “dirty hand” is bad form. In Europe, you may end up kissing a client but probably not on the “first date”. However, it would be appropriate to kiss his wife (both cheeks) on the “first date” – who would’ve guessed? Showing someone the bottom of your shoe (sitting with legs crossed) is bad form in some cultures.
I have wrestled with the reason why “foreign” projects seek US architects (which may be a subject for another thread). I think this point is too complex to address, as it relates to your question.
However, we always ask ourselves these questions when contending for a foreign commission:
• Does the client understand the project and the market?
• From a market perspective, is our involvement justified?
• Does our involvement benefit the project?
The answers to these questions are important because you want each project to be successful, and your involvement should be definitely justified. As we’ve learned, serving a foreign project requires a significant commitment of time, energy and resources – not to mention the trauma it causes the family. So, it is only logical to assume foreign work if it is done for all the right reasons.
Hope I’ve grasped the essence of your question, and provided some meaningful answers.