Why 'Design Led'?

Why pick the name 'Design Led Construction™'? Specifically, why 'Design Led'?
As an architect, I do have a strong feeling that architects these days occupy a very different position on the construction industry totem pole than was the case forty years ago. From being the leader of the team, the professional the client relied on to deliver a building, architects have lost respect, lost power, lost influence, and all but lost their relevance , except perhaps for providing that over-used phrase, the 'wow' factor.
So, is it 'Design Led' to put the architect back on top? Emphatically not. From my point of view architects have earned every inch of their downwards journey, through arrogance, ignorance, naivety and vanity. I could go on, but it's not really relevant here.
What is relevant is that with the architect has gone something really important - creative input from the industry as a whole. In the golden age of British architecture - 1870-1914 (in my humble opinion) - the architect was certainly in pole position, but his creativity was only the opener for the creativity of others.
When I worked for Michael Aukett in the late '80's, the head office was in a Voysey house on Cheyne Walk. Although the house was of traditional construction, every single thing in it is unique, and different from what would then have been the norm - every single detail, every element is particular, strangely proportioned, every moulding non-standard. Voysey's drawings were on the wall in the foyer. There were, I think, three sheets, in total. Three drawings; for a house in which every detail is special, in which nothing was standard. There was no way in which that house could have been built without enormous creative input from everyone involved, without a willingness to take the character implied in the drawings, and apply them to every part of the building.
That is what I mean by 'design led'. The creative energy of a team, working together to produce something that is worth the effort.
And that is why we use the term Design Led Construction™; because we want emphasise that the added value that construction industry people bring is creative; that it involves intelligent, thoughtful, flexible thinking - on the part of the estimator as much as the carpenter as much as the site manager as much as the architect.
This is not just rhetoric. Really not. You might ask; what is the creative input an estimator can have? You might even say; a creative estimator? that sounds dangerous! But think; there is, truthfully, no way o exactly describe a building without building it. Any estimator who works exactly and directly to the drawings and spec will get it wrong (usually not enough!). A good estimator is creatively engaged with the project - looking for the implications (what happens at the corner where detail A meets detail B?), trying to understand the real-world meaning of the simplistic drawings in front of him/her. I can't see how that is not a creative act. I can't see how a team that doesn't have that creativity at all links in the chain will not be full of stress.
Perhaps it is idealistic, but on the projects I have worked on where the sum is greater than the parts, this is what I have seen, and the aim of Design Led Construction™ is to find out what the conditions are that foster such a working experience - practical, hard-headed, definable, repeatable conditions; contractual relationships, working methods, information flows, processes - and build teams that can have this experience at the same time as offering clients procurement that has the quality they want, the confidence they want, at the price they want.