Architecture should start in the beginning of any planning process, primarily it is a tool of organizing.
Architecture needs relationship; it should grow on resistance to gain a reflective content.
Architecture ought to be interesting rather than pretty.
Architecture has to be a greater challenge than just making your (old) dreams physical.
Architectural challenges are international, solutions should cross borders.
Architecture must be practiced in an open context in an increasing field of related professions.
Architecture should be exciting, not just satisfying.
Architecture has to be healthy in a wide sense.
Architecture is not just about the money.