Good multifamily product design, at its core, is about empathy. It's not just about bricks and mortar; it's about understanding the needs, desires, and experiences of the people who will call our spaces home, and as George Carlin pointed out, the importance of their STUFF.

What makes our industry special and our mission relevant is that designing living spaces isn't just about creating a product—it's about meeting a fundamental human need. Unlike other commodities, shelter is a non-negotiable necessity for every individual. This demand for functional, comfortable, and appealing living spaces presents a unique opportunity and is a privilege we should strive to be good stewards of, as well as a market that historically offers us stable, long-term returns.

Prioritizing empathy-driven design requires research, analysis, and taking responsibility for immersing the entire project team in the minds and the lives of our target audience. Who are they? What do they value? What brings them joy and comfort?

It's about providing options and flexibility, and recognizing that while every individual is unique, there are also requirements shared by all humans. Good light, air and access to the outdoors are critical, but failure to consider their STUFF—where it will go, if it will fit, and what their family and friends will think after a visit to show off said STUFF- is a far cry from empathy driven design. Listen to Carlin, we need to not only understand our target audience, but their relationship to their stuff to successfully design living spaces for human beings.

Empathy is an iterative process and requires a champion on every project with an unwavering commitment to representing the end user and the tenacity to keep an entire design team rowing in the same direction, through all the value engineering, without anyone ever having to utter any of the Seven Dirty Words.

The reward is more efficient project execution, higher resident retention and referrals, and reduced turnover costs, all directly impacting long-term project profitability. Not to mention, enjoying a purpose-driven career where we're not just building structures, but we're meeting a core human need. Recognize the significance of what we do, and let it fuel your passion and commitment to creating truly great spaces.