I had coffee this morning with an engineer who is going back to business school in order to segue into real estate development. This is a fairly typical journey. Lots of people come into development from a related discipline. In my case, it was architecture (even though I never practiced architecture). It was also the case when I went to Rotman that something like a third of the class had a background in some sort of science or engineering field.
However, one thing I did mention this morning was that he will likely find that he will need to unlearn certain things as he moves forward. Every discipline tends to indoctrinate us with a certain way of thinking about the world. Lawyers tend to be a certain way. Engineers tend to be a certain way. And architects tend to be a certain way.
In my case, I found that architecture school taught me to be, among other things, an intense perfectionist. The modus operandi in design studios is that your project is never ever complete. The more you work on it, the better it will become. And as a result, you should feel a deep onus to work on it as much as humanly possible. But in business, this isn't practical. In the vast majority of cases, speed over perfection will serve you better.
I believe wholeheartedly in multi-disciplinary backgrounds, and maybe this is one of the reasons why. It shows you what you should unlearn. What would you say your biases are?
Seth Godin recently posted this four quadrant chart on his blog. It is for plotting different products based on price and based on want vs. need. In his post, he asks his audience to think about what they’re offering and which quadrant it fits within. It can only be in one.
I am fascinated by questions of pricing. At at some point on this blog, I wrote about a pricing class that I took at Rotman while I was doing my MBA about a decade ago. It stands out to me as one of my favorite university classes.
So let’s consider these four quadrants.
In the top left, you have inexpensive products that are wants and not needs. This quadrant is where you’d place those novelty sunglasses you picked up for your friend’s theme party. Fun for that moment, but if they break or you lose them, that’s probably okay.
In the top right are expensive wants. Seth uses the example of a Hermès purse. The need is a place to put your belongings, but that’s not how these sorts of items are priced. The real value, arguably, comes from their “signaling” and how they make the owner feel.
This is the luxury goods category. Demand will likely be cyclical and sporadic, and so you’ll need to make sure that you have fat margins.
In the bottom right are expensive needs — like a pacemaker. Seth’s point is that these products need to work exceptionally well, all of the time. In the case of a pacemaker, it is truly a matter of life or death. At the same time, there’s going to be less price sensitivity.
In the bottom left are the inexpensive wants. Low cost products that people really want and are infinitely useful. Seth’s example is Amazon Web Services.
This quadrant of products is attractive because demand will naturally be extremely high. Cheap and invaluable will do that. However, Seth’s caution is that you still need to sustainably deliver the goods. These aren’t novelty sunglasses.
I find it helpful to think of products as existing in only one quadrant. But most offerings aren’t going to exist all they way in one corner. It’s perhaps important to consider the “job to be done.” (To borrow from the late Clayton Christensen.)
Take, for example, housing. On a fundamental level, it’s a need. We all need shelter. But it can also be a want, or have aspects of want. I need a place to live. But I want a place in the mountains. This subtle difference means something very different when plotted precisely.
Image: Seth Godin
The most popular post on this blog is this one here called, "What real estate developers do and why I became one." This post alone has been responsible for a good chunk of the organic traffic that this site receives since I wrote it back in 2014. If you search for "real estate developer" in Google it usually comes up on the first page.
Probably because of this post, the number one question I receive in my inbox is about how to become a developer or how to transition into development from some other discipline. Usually this comes from someone who is early on in their career and/or is in architecture (which is not surprising given my background as a fake architect).
I have tried to respond to this question publicly and at scale with a number of different posts. But many of you probably haven't seen them before, and so I figured it would be a good idea to summarize some of them here (they're usually tagged with "developer dirt"):
Studying to become a real estate developer (book recommendation)
Three-legged stool (the three things that every project needs)
Planning staff reports (why they're worth reading)
If you're looking for a more succinct summary of what to do, here is what I would suggest to you. You basically have three options.
1) You can convince someone to take a chance and hire you, even though you likely don't have any development experience. Maybe you have a background in something relevant such as real estate law, architecture, or politics (good). Or maybe you don't (less good). Either way, the best way to position yourself is to understand what it is that developers do and figure out a way to create value for them from day one. You want to be in a position to say, "Yeah, I know I don't have any direct development experience, but I can do X, Y, and Z for you starting today and I think that would be helpful to you for the following reasons."
2) Get a relevant degree. I'm thinking an MBA in real estate or some sort of master's in real estate development. The reality is that the development business has, in many ways, become more institutionalized. It has gone, though obviously not entirely, from rich private families developing with their own balance sheets to more institutional capital sources, such as pension funds. Because of this, there are going to be hiring managers out there who need to check off certain boxes. For example, does this person have a real estate degree? This may make it harder for someone to take a chance on you if you don't have the right experience and/or credentials.
3) Just go out and do it. Despite becoming more institutional, the development business remains, in my view, a deeply entrepreneurial endeavor. You have to be able to problem solve and you have to be creative. The best developers I know don't focus on can't, they focus on how. Because there are too many obstacles in this business. A can't mentality wouldn't get you very far. So consider renovating a triplex, building a laneway suite, or doing something else that allows you to take a piece of real estate and create some additional value. Because that's all that development really is at the end of the day.
If you found this post useful, please consider sharing it with someone that you think would benefit from it. And if there are other topics that you would like me to cover (or cover in more detail), please feel free to leave a comment below or to at me on Twitter. I prefer Twitter over email because it forces brevity. Happy Canadian Thanksgiving, all.
Photo by Bernard Hermant on Unsplash