What every start-up can learn from Frank Gehry, the extreme experimenter

Gehry is a case in point. His fame stems from the instantly recognizable aesthetic of his buildings. Crumpled roofs, distorted facades and assorted other trademarks immediately give away a Gehry building’s origins.   

But such originality stems from a very unorthodox approach to experimentation. Every Gehry commission starts with a distinctive sketch, unconstrained by architectural norms: the drawings are loose, squiggly and impressionistic, rather than the precise, clean lines of conventional architectural renderings. Gehry’s sketches pay no heed to practicalities – or even gravity. But although the drawings provide only loose directions, they contain – in retrospect – the dynamic energy of the final design. They convey a feeling that will excite, or sometimes disturb, the client. 

2. Propose multiple models

Gehry gives clients multiple designs, which offers two advantages. First, it keeps him from getting too attached to any one idea. Second, it speeds discovery and allows him to pivot earlier, before hitting a wall. This lean start-up approach is very much sequential. Gehry sets off in one direction and goes through iterative cycles. The primary aim is to gain feedback and a first impression of whether the ideas resonate with independent experts and paying customers. Market testing in parallel is all the easier in the digital realm, where it’s fast and cheap to realistically simulate non-existent products or services. No opportunity is lost or inadvertently dismissed. 

3. Provoke strong reactions

 Gehry doesn’t just propose several sketches or models, but develops extreme positions to provoke strong reactions, as he values negative feedback as much as positive. He constantly surprises and even discomforts clients to encourage strong and steady responses. He engages in open and vibrant discussions with clients so that they can together delineate their aspirations, with Gehry heeding reactions and integrating them into his thinking. 

4. Accept and incorporate feedback

Because his designs are unconventional, Gehry is sometimes misrepresented as someone who imposes designs on clients. But in fact, he goes through multiple iterations of every project and is eager for client feedback throughout.  

So although Gehry quickly translates his sketches into three-dimensional models, there is a prolonged back-and-forth between models and drawings. The experimentation process remains “liquid” for a considerable period. One reason why Gehry resists settling on a “right” model is because of his preference to create a variety of studies intended to provoke strong reactions. His clients’ responses then allow Gehry to refine and adjust his rough workings – or even come up with entirely new ones offering divergent solutions.