A lot of terms get thrown around the Factory. Very broad terms with multiple definitions and meanings have a tendency to take on a single (or even new) meaning within the context of an industry or discipline. For example:
"Conceptual design." What is the first image that this phrase brings to mind? For me, recently, it has all been about form making and massing. While critically important to even the simplest of architectural project, defining massing (and conversely: space) is really only part of the story. When talking to customers and examining data in the past few months, programming keeps coming up as another critical, if less "sexy" part of conceptual design.
Second is "analysis." With the extreme buzz around sustainability, the term "analysis" tends to imply performance accreditation (ala LEED) and energy analysis. Once again, these are extremely important scenarios - but does it paint the entire picture? What are some of the other frequent analysis tasks for architects and engineers that have nothing to do with sustainability? (Obviously I know some, but I ask naively to get it in your words ;-)