Think Like a Client:

Delivering Effective
Presentations
By Joel Luna

>r.e.a.c.t.i.o.n.<
ESTEVES, JONNETTE GAAS, MARY DONNABEL
GAMALINDA, JUDE GOMEZ, SOPHIA
JACOBO, CHARISA
ABOUT THE AUTHOR

Joselito “Joel” N. Luna

• Vice President and Chief Architect of Ayala
Land, Inc.
• Heading the company’s innovation And
Design group
• Registered Architect and Environmental
Planner
• Over 30 yrs of experience in the fields of
Master Planning, Architecture, and Design
Management

Joel Luna
 think like a client: delivering effective presentations

PRESENTATION

- necessary part of design process

- mark critical milestones in the continuous
dialogue
- watershed that how a design proposal
will move forward
- a communication tool
 think like a client: delivering effective presentations

REACTION ?
 think like a client: delivering effective presentations

….as a communication tool

….ability to communicate well ( verbally)

- to convince clients
- to make the clients invest
- to make them trust you
 think like a client: delivering effective presentations

WHAT COULD GO WRONG?

failed presentation is a failed communication

 think like a client: delivering effective presentations

LOST IN TRANSLATION
Architects often communicate in an esoteric visual language
incomprehensible to layman clients. Some architects tends to
fail to get their message across because of their inability to
depict their ideas through appropriate media that the audience
understands.
Clients may not immediately admit that they do not
understand the drawings before them. Worse, some clients
may think they understand and proceed based on a wrong
interpretation.
Sometimes, architects need to explain the basics to the
clients such as building interpretation.
 think like a client: delivering effective presentations

THE ARCHITECTURE OF DESIGN PRESENTATIONS

• All presentations should tell a story.

• There should be a point or message, an exposition, conflict, and

climax in the presentation.
 think like a client: delivering effective presentations

Point or message = the plot

exposition = background info
conflict = design problem
climax = design resolution
 think like a client: delivering effective presentations

EXPOSITION
• The start of the presentation and is often the
most important.
• This is where the objectives of presentations
are covered and laid out.
 think like a client: delivering effective presentations

CONFLICT
• Present just the right amount of presentation unless called for detailed
and analysis.

• Immediately presenting the design solution without sufficient

background should be avoided
 think like a client: delivering effective presentations

CLIMAX

• Revealing the design solution is the climax of all

design presentations.
• It is where clients will often seek alternatives so it is
helpful to present 2 or more significant options.
• Options are intended to trigger reactions from clients
and gauge their inclination towards specific design
proposals.
 think like a client: delivering effective presentations

DO’S AND DONTS

• Architects should aim for visual clarity, use appropriate tools and
rendering the design in a way clients can understand and expect
on real life.
• Don’t overpromise, architects present their design with the aim
to sell, but it is in best regard if the clients shouldn’t expect too
much on the given possibility of the design presentation, and by
that, Architects should get the message through with clarity and
accuracy of the design aligning it to what clients should expect of
the outcome.
 think like a client: delivering effective presentations

PRESENTING TO A HOSTILE AUDIENCE AND NON-

CLIENTS
• Each audience is different
• Architect and a client may share common objectives
• There will also be instances that an architect will present it to other
stakeholders who may not be a fan of a project
• Listening may be as important as speaking
• The method of delivery may have to be structured, the method of
delivery may have to be structured
 think like a client: delivering effective presentations

 It is really a rewarding experience to have a successful presentation

 Architect and the client should have common arrangement and

coordination beforehand

 Involve the client in the process of design creation itself

 Presentation should be delivered purposeful and thoroughly with the

client in mind
 think like a client: delivering effective presentations

“SUCCESSFUL PRESENTATIONS CAN BE A REWARDING EXPERIENCE

FOR BOTH THE ARCHITECT AND THE CLIENT. THEY ARE POWERFUL
TOOLS THAT VALIDATE THE DESIGN AND ALLOW THE PROJECT TO
MOVE TOWARDS REALIZATION.”

Ar. JOEL LUNA

 think like a client: delivering effective presentations

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