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Rating: 
Summary: More like a high school yearbook for insiders
Review: The Franklin Report's slogan is "the truth shall set you free." In reality, the book is more like a high school yearbook for industry insiders. Even the school's juvenile delinquents have been scrubbed up for these snapshots. Franklin uses surveys to provide "unbiased" reviews of architects, interior designers, and tradespeople. A numerical ranking quantifies attributes such as cost and quality, although high ratings predominate. Given the small survey size, the numbers do not appear that meaningful. This may change in future editions. Franklin's brilliant idea was sorely needed, as anyone who has renovated knows. She has performed a tremendous service simply by compiling basic information about tradespeople in an accessible, readable guide. Where this book falls down is on objectivity. While purporting to be unbiased, it reads as if written by industry insiders who are pulling their punches to avoid offending their pals. All the reviews are fulsomely flattering, as if every designer or architect were practically flawless. The book does help you sort out who favors chintz or works in a more contemporary style. It highlights who will stick to budget (although you have to read between the lines to figure out who will try to make you feel guilty if you aren't a spendthrift). Its gushing style is less helpful than a Zagat's format that balances pluses and minuses. Comments from those surveyed are incorporated, but too much of the text is Franklin's own comments and interpretations. So much editorial discretion and the fawning tone leaves the reader wondering. If a designer is "assertive," perhaps this is Franklin's euphemism for "overbearing -- strictly for clients who want no input into the decisions." But why should readers have to guess about something so important? Issues like not delivering work as promised, never showing up on time, overcharging (excessive overages, change orders, redos, upcharging and lily gilding), not providing completed drawings, and even sheer obnoxiousness, which unfortunately come up even with the more highly regarded artistes, are never mentioned. What is the point of anonymous surveys if frank criticisms are excluded? To be regarded as the Zagat's of the industry, Franklin must do even more than overcome this unwholesome deference to her designer pals by writing a real, consumer-oriented guide. The all-too-frequent bill padding and front-ended cash collection practices of the design trade are ignored, as if these were not issues for consumers. This is a notable omission. The Zagat's standard is not met unless Franklin tackles industry issues by writing thoughtful, hard-hitting commentary on business practices -- something that seems far from her natural inclinations, judging by this book. Another shortfall is Franklin's decision that, if a business receives "mixed" reviews, she will tell you nothing more. The book simply shows an "open folder" symbol, with no commentary. This is a cop-out. Do enough work to give a consistent rating, or put the mixed commentary in. These companies are doing business out there, and their customers should be heard. Or they should not be listed at all if they cannot be adequately described. To receive a "mixed" open folder symbol is a sort of scarlet letter that is unfair to the tradesperson, architect or designer and a disservice to the reader because it provides no real useful information. Finally, the survey method should have been disclosed so that readers would understand what they are getting. Those surveyed were nominated by the companies profiled in the book. That is, a company or designer selected to be profiled referred its customers to Franklin and she surveyed them. Would you refer a balanced selection of customers? Of course not. You would give Franklin the customers you thought would say nice things about you. No wonder all the comments were so flattering. We have experience with a number of the people and companies profiled in the book. The hit rate was about 50% with the book's reviews. Not surprisingly, our experience with the businesses that delighted us correlated with the book's reviews. The terrible failures don't -- and of course, these were the folks that didn't refer us to be surveyed. One over-the-hill architect notorious in Fairfield County for riding on his reputation and not completing jobs is profiled in glowing terms that describe him as the next Gehry. Needless to say, this architect did not refer us to Franklin -- he knew we what we would say. Franklin is going directly to readers to try and reduce the ability of those being profiled to influence the results. Over time, she may solve the problem. But readers need to understand what they are getting in this edition. No matter how superb the person or business, all the profiles should be more balanced. What readers really want to know is whether tradespeople will become overextended or overcommitted on too many projects,. Are they working on spec houses at the expense of your project? Will they show up reliably? Will they stick to plan or follow their own whims? Do you have to stay on site and monitor their every move? How well do they coordinate with other trades? Do they plan their jobs effectively or cost you time and money by being hopelessly disorganized? And, of course, naming names about the prima donnas is key. But, alas, The Franklin Report is not that straightforward, lest any of those profiled be offended. In conclusion, you will find this book very helpful, especially compared to the total dearth of information currently out there. Merely doing the book was a brilliant idea. Franklin seems well intended and may have worked with certain limitations. She is trying to launch herself as the next Zagat, and has ambitiously named the book after herself. As a former investment banker, she understands these books could be lucrative, and, like Zagat's, can be replicated in many cities if done well. Her website reflects an aggressively commercial sensibility. However, the book itself, and the survey method, are still half-baked. Their quality still needs to rise to the level of Franklin's ambitions.
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