The very idea of Poche tilting at windmills begins to leave LinkedIn behind. Not surprising. I very much practice architecture under the spell of the ephemeral. Are all those sensations that land in the quick sketches, gesture models or photographs actually speaking, or… are they simply a tree and a curve in the land? In Cervantes’ story, the fictitious battle where Don Quixote tilts his sword at the windmills that he sees as giant monsters, reduces, in the blink of an eye, all separation between the real and the illusion. Rendering that one scene into a timeless reference reminding us that reality can collapse in an instant. This is where change happens. I cannot unsee or unknow that Poche can frame out a small house in 8 hours. Am I tilting at windmills? … of course I am.