Casting

When the endless screen credits role, they invariably include the names of the Casting Directors. Choosing the right people for the right roles is obviously a critical starting point for any creative endeavour. Of course every good actor can act, but some are quite simply better suited to some types of roles than others.

Perhaps, according to movie casting mythology, Ronald Reagan would indeed have made a convincing Rick – the Humphrey Bogart role in the film Casablanca - but it wouldn’t be the classic we know and love. Casting makes a critical difference.

Not surprisingly, this also applies to designers. Choosing the right designers for a project is a prerequisite for a successful outcome. Even if we listen to those who say that all professionally qualified architects are by definition good designers – they are not all good in the same way.