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Last Update: Sunday July 25, 2021

Key Idea: Fuse Beauty and Function

Eric Goshow is the great drawing talent at Goshow.  He is surrounded by other architects and the team works to deliver to clients both beauty and function.

Key Question:


Give employees and customers beauty and function. This provides a multi-layered attractiveness that can be enjoyed for decades.

What does it mean to fuse beauty and function?

A: Let us try to explain by giving a few examples. When ModernPostcard experienced growth, its CPA recommended the company buy or build it's own building. On a small budget, the leadership designed and built a building that provides most employees with a view of either a lake or the Pacific Ocean.

Executive offices are all glass and located on the outer wall of the building so that the executives have "the corner offices" and are out of the frantic fray. While the executives have sound proofing, all employees can see through the executives' space to the blue sky and water. This is an example of fusing beauty with function.

At Cafe Pilon, the owners have stars in their eyes when they look at their million dollar coffee roaster. They love this piece of computer-driven equipment which sits in the center of their plant. They see beauty and function every time they walk by and every time their financial statements show the profits ticking up due to this precision machine.

At customers find a beautifully designed and fun to use elegant solution. The magical fusion of beauty and function must be why this company is experiencing growth at the speed of light. With over 15,000 people taking an online detailed exam per day, eHarmony hums along and turns many of these visitors into customers.

We have been inside to study closely over 300 companies. The ones that are truly pursuing excellence are trying hard to fuse beauty and function.

Think about it

What parts of your business are beautiful to you? Would your employees agree? Would your customers agree? Where can you add beauty to the functionality?

Clip from: Goshow Architects

New York City: Meet  Nancy & Eric Goshow of Goshow Architects. A major part of their work comes out of the $60± billion in annual small business contracts set aside by the US federal government.   At least 23% of all federal contracts are mandated to go to small business, but you've got to be certified!  Priority is given to those with diversity and with women in leadership roles. This set-aside  doesn't stop there.

The federal and state governments look carefully at all the big business contracts and are more favorable when they see big business award 23% of their sub-contracts to small business. Now, the Goshow's field, architecture-and-design, is one small segment of these contracts and sub-contracts.

Virtually every very creative, small business can have a role in lowering the cost of government while improving services.

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Goshow Architects

Nancy Goshow, CEO and co-founder

36 West 25th Street
New York, NY 10010

Visit our web site:


Business Classification:

Year Founded: 1978

Fuse Beauty and Function

HATTIE: Hi, I'm Hattie Bryant. Architects all around the world have asked the question, What would I do to reconstruct the World Trade Center? What is architecture? How do we design the buildings that shelter us? These are questions constantly being asked by two, who upon college graduation, left the farmland of Pennsylvania to become part of the magic of New York City.

There are over 25 million small businesses in the USA and 40% of us are service providers. And that includes architectural services. It also includes dog walking, psychoanalysis, car-towing, dentistry -- any service that people will pay for can be turned into a business. Some of the most highly educated and skilled professionals run service companies.

In 1978 Nancy and Eric Goshow started their architectural firm in their living room. Let's go now to their offices in the Flatiron District of Manhattan.

NANCY GOSHOW: For Eric and me, great architecture would be the poetic fusion of function and beauty. Then the question gets more specific. Because then I think you have to say, “Who is asking?” If you are asking me what I believe is great architecture, I am going to give you one answer, if a client asks me it is going to be a different answer. Because what we do is always contextual.

It is always seen within an environment, it is never on its own. It is always within a city, within a neighborhood, within a community ... Architecture is not fashion; it is not the flavor of the month, but it is this timeless quality.

ERIC GOSHOW: I think that there are very few architects who get into this business for money. I mean they are in this because they want to be involved in the building process and they love the idea of design.

NANCY: I am very fortunate to have a wonderful view of the city skyline from my office. And so I look out at the Empire State Building and the Chrysler building every day at work. And sometimes it is difficult to work because, there I am, looking out the window.

HATTIE: Are those great buildings?

NANCY: These are great buildings. These are timeless and are recognized as beautiful buildings by many people. So for me, great architecture is architecture that is recognized by many people and remembered fondly by many people.


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