This book studies the strategies used by architects to secure commissions, sell projects and erect buildings. Although their modus operandi might seem to be mere marketing techniques, the economic conditions in each stage of a project that determines the final result cannot be overlooked. Selling strategies are not taught in school, since it has traditionally been considered that architects cannot market themselves. Nor are they discussed among practicing professionals, since no one is willing to reveal his recipes for success. Therefore, there is no specific bibliography in this area, although architects have always been excellent salesmen for ideas.