“Now it’s time to develop your mystique. This is all important, because it is what you are selling. Remember, you won’t have to design a building for at least ten years. And in this time you will live off your mystique, so make it good. Mystique is what you say, and the way that you say it.
If you come from continental Europe, great. If you don’t, pretend that you do. Mystique should also suggest revolutionary politics and French philosophy. Don’t talk about these things directly as it never makes good copy and will only confuse you.”