Architecture traditionally is a service based business, just like lawyers, doctors and other licensed professionals. People rarely gripe when they pay for the latter services yet, the established perception is that an architect’s time, skill, and knowledge are not deserving of compensation equivalent to their professional counterparts. Architects are expected to offer their skills at discount or for free. An architect’s value is also overlooked because the process of working with one is a vast unknown to the majority of potential clients. It’s time to explain the basics of the Business of Architecture.