We’ve all heard the adage “the best way to get somewhere is a straight line,” but author Rich Christiansen suggests otherwise. Christiansen is an entrepreneur who has founded or cofounded more than 30 businesses. Some of them were colossal failures, others were multi-million-dollar successes.

The secret to staying on top of the many marketing activities that keep an AEC firm successful is making it manageable. Here at MARKETLINK, we like to break marketing categories down by month, and then create bite-size chunks in the form of weekly activities.

Whether you call it internal marketing, marketing mentality, or creating a culture of rainmakers, it’s a straightforward concept critical to the AEC industry: Training and motivating client-contact employees and support staff to work as a team to ensure client satisfaction.

Business leaders who'd like to move from good to great will find inspiration in Jim Collins’ famous book, Good to Great: Why Some Companies Make the Leap... and Others Don't.

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