The Art of Specification: What I Learned from Orly

Orly and I have been friends for nearly two decades, ever since our doctoral studies brought us together. Despite our differing backgrounds, we quickly discovered a deep connection that transcended sectors, political views, and preconceived notions. Today, Orly and her husband, Ilan, run Dong Systems Ltd., a company specializing in developing specifications and programs for complex construction projects. Their clientele includes major organizations such as security agencies and law enforcement.

Whenever Orly and I catch up over coffee, our conversations inevitably drift from personal updates to professional discussions. Over time, we realized that the challenges of construction projects closely mirror those in the world of museums and heritage interpretation. The pain points are eerily similar from ballooning costs to extended timelines and suboptimal outcomes. Orly’s expertise has illuminated the importance of the specification phase—a lesson that applies just as much to museums as it does to construction.

What is Specification?

Specification is the crucial first step of any project. It happens before planning begins and involves asking key questions and gathering the information that will serve as the foundation for future decisions. In this stage, goals are clarified, and constraints are identified—first qualitatively, then quantitatively. Despite its importance, the specification phase is often overlooked in museum projects, which can lead to significant setbacks later on.

Breaking Down the Specification Process

Like most processes, specification unfolds in stages:

1. The Idea Stage

This is the spark that ignites the project. Here, the overarching concept and goals are defined, and the justification for the project—especially for heritage sites—is articulated. Why should this site exist? What makes it significant?

The outcome of this stage is the Principles Document, which outlines the project’s core vision. This document is essential for securing budgets, partners, and resources.

2. The Initial Specification

At this stage, foundational questions are addressed at a qualitative level:

• Who is the target audience?

• What do we want visitors to take away from their experience?

• Does the project meet a specific need? If so, for whom?

• What values and narratives does it promote?

• How does it compare to similar exhibitions locally and globally?

• What innovations does it bring?

The answers to these questions form the Interpretive Plan, which sets the stage for the project’s messages and interpretive methods. This phase also assesses the feasibility of the project from a conceptual standpoint.

3. The Detailed Specification

This is the most granular stage, where all requirements and constraints are thoroughly examined. Questions become more specific and require quantitative answers:

• Does the architectural design already exist, or is it a new build?

• How will spaces be allocated?

• What infrastructure is necessary?

• What is the anticipated visitor flow?

• How will the site be operated once it’s functional?

The product of this stage is the Program Document, a comprehensive guide that consolidates all previous findings. This document provides essential details to architects, planners, designers, and other stakeholders to ensure alignment before any drawings or visualizations are created.

Why Specification Matters

Both Orly and I have witnessed what happens when projects bypass this critical phase. Often driven by the desire to save time or spend an expiring budget, stakeholders skip ahead to construction. But without a solid specification, delays and additional costs are inevitable. A modest investment in preparing a Principles Document, Interpretive Plan, and Program Document can save significant time, money, and frustration later.

So, whether you’re planning a museum exhibition or a heritage site, don’t underestimate the power of specification. It’s a small step that lays the groundwork for success—ensuring your vision comes to life as intended.

In the photo: Orly and I attempting a selfie—with limited success but unlimited laughter.