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Architecture is not for architect. Just as the song is not for the singer and the meal is not for the chef, architecture is for the people who work, live and play in the environment. The challenge is that most of the audience does not think to appreciate architecture. Architecture is thankless because people do not have a vocabulary for responding to it. Successful architecture is engraved in the smiles, the pleasure, the often unconscious delight that people take in their environment. Today architecture is more important than ever before because design has become more important than ever before. Design provides differentiation, design creates value, design provides meaning. Enjoy the Design Matters video that shows Floridians talking about how architecture and good design matters in their daily lives.