money. Architects, engineers, builders, and developers have struggled in this environment for years. Architects are commoditized, and contractors struggle with the same risk they have carried for centuries; critical design information is withheld until the submittal process; no practical risk management instrument has been developed; and buildings are still created one brick at a time. Owners have played their part in this inefficiency. Some continue to believe in the value myth of competitive bidding, sentencing themselves to be eternally locked in inefficient processes. But it is owners who can impact the industry most deliberately and aggressively. It is owners who can drive innovation on their projects and create profound change in the industry. In fact, it is owners who are uniquely positioned to innovate. By planning the design and delivery process, becoming team leaders, collaborating deeply throughout the industry, and applying key elements documented in The Owner's Dilemma, owners can summon meaningful and lasting change. The Owner's Dilemma explores how best to use the power of the owner and how that power can recreate the building industry.

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