Companies must always be working to achieve the longer-term strategic advantage. Every built environment is a fundamental opportunity to talk to your audience and communicate very specific notions. Your audience can be: the staff, the customers, and your investors. Anyone and everyone important to the success of your enterprise is your audience. Careful measured design to objectives will mean that what you build will meet the target of what you want ’to say’ to that audience. Investment is maximized. The environment is created: the Image and value / style concept communicated.