One of the things that put good housing within reach of ordinary people was the pattern book.

Instead of designing and building each house from scratch, an architect could design a basic pattern with variations that any local builder could construct.   The first owners could even personalise their home by choosing features from a list – a parquet floor here, a bay window there, a different bedroom layout.

The result was our typical suburbs, from Hampstead Garden Village through to Metroland and beyond.  Houses that are enough like each other to give a pleasing sense of uniformity and rhythm, but different enough in their details to be lively.

You are the architect of your business.   What if, instead of building each customer experience from scratch, you created a pattern book that your team can start from, and clients can adjust to suit their tastes?