20. Throw under the bus conventional thinking like "educating the public", ad campaigns, and the past lame efforts of the AIA to address housing.

The product we are selling is not being bought. It's about supply and demand and our product is simply not in demand. While there are successful exceptions, our architectural services as a whole have morphed and become irrelevant. Its time to think creatively about how to approach this, right - we are supposed to be good at this. Especially the small practitioners that work in housing and wear all the hats our business demands. Don't fall back to conventional thinking or we will not get anywhere.