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In a typical year, [Humphreys & Partners] designs between 12 and 15 percent of all apartments built in the United States. [...]
Instead of starting from scratch on every project, he came up with the idea of “commoditizing” the process. He’d have a base product, like The Big House, that could be tweaked to fit in various markets throughout the country. It simplified things and kept costs down, giving Humphreys & Partners a competitive advantage.
— dmagazine.com
