Author: Craig Park
I have been active in the building industry for more than 35 years, holding leadership roles in design, project management, marketing, business development, strategic planning, and operations.

connecting clients and communities.

One of the best ways to build brand recognition for your professional service is to get involved with your clients’ communities. In any professional service, you will have clients that represent the vertical markets in which you choose to practice.

passion to print to podium.

One of the challenges of the professional service firm is being seen in the market as an “expert.” One of the hallmarks of the strong brands in professional service is their thought leadership both in print and on stage. How

facts tell, stories sell.

One of the most impactful business development strategies is storytelling. However, in this era of ‘big data,’ professional service firms — and particularly their marketers and business developers — rely primarily on facts and statistics to convey their value proposition.

everything changes… get used to it.

Welcome to my first blog posting of 2013. In the past I’ve written about patience and impermanence, but thought it was timely to revisit Buddha, the marketing strategist. One of the basic precepts of Buddhism teaches that impermanence is reality.

fundamental foundational focus.

As we start a new year, I’ve found myself going back to the fundamental business development processes that I learned from early mentors. 1) Know your market. Expertise, experience and proven excellence define your niche (and be happy for that).

the six phases of the creative act.

Creativity is the life blood of the marketing effort. Without skillful ideation, every firm would look like every other firm—the death knell of a brand. Over the years, I’ve written and spoken about the six phases of a project, both

consistently inconsistent.

One of the key performance indicators of effective leadership is consistency. This does not mean blind adherence to dogma. It does mean that you demonstrate behaviors that your clients, your staff and your supporters can count on. Consistency is a

collaborative intelligence.

Each year, the Society for Marketing Professional Services (SMPS) stages a major event, their Build Business conference. This building industry-focused conference, features speakers covering topics of advanced marketing and business development techniques, market-sector focused panels, and keynotes from noted thought

balancing act.

The role of the professional service firm is to provide advisory knowledge to benefit a client’s interests or issues. The challenge each firm faces is balancing their efforts between multiple clients—needed to maintain and grow the practice—and to serve them

to go or not to go.

That is the question. However, in these days of limited opportunities, the answer always seems to be “go!” Should it be? That’s the real question. Competition for professional services, even in good times, is defined by the functions of expertise,