What is better? Problem Solver or Designer?

That was my first thought when I saw a marketing email in my inbox recently:

HOW TO INCREASE SEO FOR YOUR BUSINESS IN THE POST-PANDEMIC ERA. I couldn’t believe it. It seemed like the wrong message at the wrong time.

Since the major global disruptions we’ve experienced over the past few years, there have been countless marketing emails and webinar presentations with similar themes. They focus on survival strategies, preparation tips, adjusting to new work settings, and reimagining business models.

Despite different headings and writing styles, the core messages remain the same: In these challenging times, aspects of our professional lives have changed. Therefore, we must prepare, get ready, and start fresh… in other words, we have to adapt and evolve.

Seeing that email headline about SEO made me pause and do the unthinkable – click it!

While rolling my eyes at the subject line, I was also curious. As a business owner, learning to improve search engine visibility and how it can help promote my business is a topic I couldn’t ignore, regardless of current circumstances.

My Attitude Adjustment

Perhaps I was wrong in my initial reaction.

Maybe these marketing companies understand their customers (like me) better than I gave them credit for—something we designers aren’t always known for.

After over a decade of running my architecture business, I know the NUMBER ONE reason architects get hired: solving problems.

The specific issues vary, but client engagement always begins with addressing challenges they want to resolve. They might be homeowners wanting to transform their living spaces or developers looking to work through zoning restrictions, but that first contact invariably revolves around solving their problems.

I’ve never had clients approach our office with unlimited budgets and completely flexible approaches to design ideas.

Of course, as projects progress, I discuss their visions and introduce new perspectives (what we designers excel at). However, these conversations only happen AFTER addressing their initial concerns.

In typical business cycles, I often found myself focused on completing tasks—crossing items off the ever-growing to-do list without reflecting on the how and why behind the work.

Using unexpected slowdowns for future business planning can be valuable, as many marketing emails suggest. Although that SEO email subject line lacked finesse, I had to admit they captured my attention with the SEO talk.

This led me to consider what we as designers can do to prepare for future uncertainties.

The term “Problem Solver” seems much more relevant than “Designer” in today’s landscape.

I recently revisited an article from the AIA magazine on this specific topic—designer versus problem solver—that feels even more relevant now.

Adapting to Business Fluctuations

The article, “How to Survive a Downturn,” explored how architecture firms can prepare for challenging economic times and implement strategies for future obstacles.

The writer interviewed architect Carol Wedge, FAIA, who stated:

“When times get tough, remember that you’re really valuable as a problem solver and always stay in conversation with your clients about their needs.”

This advice applies to any difficult economic situation. As we face business challenges, we can take comfort knowing that these cycles will pass… until the next challenge appears! (I couldn’t resist adding that bit of humor 🙂

Which Way to Walk?

My architecture firm has experienced various business fluctuations—waiting on RFP (Request for Proposals) submissions, projects on hold, and potential projects that might not materialize at all.

It can feel like a waiting game… but is it really?

Not long ago, one of my clients called to pause a project—in fact, they were considering abandoning the idea altogether.

Typically, such circumstances would trigger feelings of disappointment or frustration. However, recognizing that many businesses face similar uncertainties somehow makes the situation more manageable.

I’m also reminded by colleagues and yes, even marketing emails, that challenging periods offer excellent opportunities to review, strategize, and prepare for whatever comes next.

Although it can be irritating to receive lectures on visionary leadership while facing immediate challenges, I confess there’s wisdom in that initially off-putting SEO message.

Hiring in Changing Times

One significant business decision I made was hiring a marketing assistant. The decision was repeatedly postponed amid daily “small” to-do lists until external circumstances forced a change in approach.

I actually completed the hiring process during a period of significant disruption! I decided to conduct phone interviews rather than video calls (partly because I didn’t want to change out of my comfortable work-from-home attire!).

Even through phone conversations, I began to pick up on individual personalities and realized I needed to improve my communication without visual cues.

Over the years, I’ve learned that attitude is more important than skillsets for job candidates.

With this hard-earned wisdom, I made an interesting observation during the phone interviews. I received many qualified candidates with impressive resumes and portfolios illustrating their skills. However, these documents don’t indicate how they’d approach their work in my specific environment.

Years ago, I learned a difficult lesson from hiring an assistant with a stellar resume and portfolio who didn’t produce the same quality of work at my office.

To this day, I’m not certain whether the person misrepresented their abilities or simply performed differently because it wasn’t their own project. Either way, it was a valuable lesson.

Some things you cannot be completely prepared for, no matter how much time you invest. You can only learn through experience.

Hiring is one of those experiences. Even with thorough interview preparation, we can never fully predict outcomes. I’m continuously developing my problem-solving skills when it comes to hiring challenges.

Final Thoughts

The term “problem solver” may lack the prestige associated with “designer.” The inherent meaning implies that solutions exist for every problem—we just need to find them.

However, I’ve learned over the years (especially while running a business) that it’s not about “finding” solutions but “improving” each step toward those solutions. Everyone’s experience along those steps will differ.

Instead, it’s about recognizing different approaches that can lead to solutions. It’s not a DESTINATION but rather a PROCESS.

Through remarkable times, I’ve realized that solutions lie within the process rather than reaching a destination (as my hiring method demonstrates). Simply starting something without knowing all the answers can lead to solutions—I just have to remain open to those experiences.

I’m beginning to think that “problem solver” and “designer” mean the same thing; both involve improving the situations, challenges, and difficulties we face.

What have been your discoveries about yourself during challenging times? I’d love to hear from the design community in the comments below.

Originally published during COVID-19 pandemic, updated April 3, 2025