First 10%: The foundations of innovation are established quickly. Ideas flow early from desire, need and opportunity. Most projects are defined in the first 10% of the time of work. Architects are often hired after the project is defined, after the potential for innovation has passed. Sites, budgets, scope and even aspirations are usually defined before an architect is hired. It’s not graphic talent that makes a great project. It’s the planning possible within the first moments of a project that sets the criteria to allow innovation. The quality of a project, its value and its innovations, are planned before they are realized.