Building beautifully will deliver public support to build more homes, or so the government's thinking goes. As you would expect from any design initiative pushed by Robert Jenrick, the Secretary of State at MHCLG, street trees are an important feature, as are other - more traditional - design metrics.
Yet while we all focus on the design quality agenda, Mr Jenrick's real plan to solve the housing crisis is something entirely different.
In his latest piece for Housing Today our managing director, Paul Smith, explains what that plan is - and why it just might work.
