Never talk to a client about architecture. Talk to him about his children. That is simply good politics. he will not understand what you have to say about architecture most of the time.

The quote by Ludwig Mies van der Rohe, “Never talk to a client about architecture. Talk to him about his children. That is simply good politics. He will not understand what you have to say about architecture most of the time,” offers a candid and pragmatic view on the relationship between architects and their clients. Mies, a pioneer of modernist architecture, is known for his disciplined, minimalist designs and his famous dictum "less is more." However, in this quote, he acknowledges the often vast gap in understanding between a trained architect and a layperson commissioning a building.

By advising to “talk to him about his children,” Mies suggests that the key to successful client relationships lies in empathy, human connection, and practical diplomacy. He recognized that most clients are not equipped to fully grasp architectural theory or design language. Instead of overwhelming them with technical jargon or abstract ideas, Mies proposes speaking in terms that relate to their personal values and lives. Children, representing one’s legacy, needs, and hopes, become a gateway to discussing what matters most in a building—comfort, safety, and meaning.

This quote reflects Mies’s sharp awareness of the real-world dynamics of architectural practice. As much as architecture is a discipline of ideas and aesthetics, it is also a service profession, requiring architects to balance vision with client expectation. Mies understood that an architect must be both a designer and a diplomat, able to translate complex ideas into terms that resonate with the client’s experience and priorities.

The origin of this quote likely comes from Mies’s conversations or reflections shared with students or colleagues, possibly during his tenure at the Illinois Institute of Technology, where he taught after emigrating from Germany. It distills a lifetime of professional insight into a single, witty piece of advice—reminding architects that good design is not just about what you create, but how well you communicate and collaborate with those for whom you’re building.