To date, organization theory’s attempts to understand architecture firms have focused by and large on debates about increasing managerialization and economization of the profession. This paper suggests an alternative approach by conceptualizing architecture as practice that does not adhere only to a narrow economic logic of value creation but also focuses on the production of aesthetic value. We will introduce the concept of style to understand how architecture practice routinely breaks routines and follows the rule of rule breaking. We will analyze architecture practice as a form of organized heresy – a hegemonic engine for the production of difference. In order to illustrate our points we will draw on qualitative empirical fieldwork with an architecture firm (synonym Earth Architects).