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Win together: Jim Croft Owner of Croft, Inc. (Acworth, GA), a full-service architecture and engineering firm that serves clients nationally in many diverse markets of the public and private sectors.
By LIISA ANDREASSEN Correspondent
W ork diligently. Win together. Give abundantly. Those are the values that Croft turns to most when it comes to running his firm, Croft, Inc., on a daily basis. “When you have [your] goals figured out, share them with others,” Croft says. “It helps to keep you accountable. You also have to have perseverance; it’s not always going to be easy. Finally, care for others and show it. I’ve learned that people and relationships are what matter most. It’s not just about being technically good at what you do.” A CONVERSATION WITH JIM CROFT. The Zweig Letter: In the company video on your website, you say, “We’re making a difference.” Give me an example of how the firm has recently made a difference in a client’s life. Jim Croft: Service goes beyond profitability. We make being good stewards and giving back a part of each year’s
annual plan. It’s built into the fabric of who we are and what we do. You have to be intentional with your time, money, and energy. For example, for the last eight years we’ve thrown a “Steak Out” cookout for the Acworth Police Department. We want them to know that they’re more than just a client to us. They’re people we appreciate deeply. The Atlanta Humane Society is also a client and we helped them to design their new corporate facility. Many of us have adopted pets from them, so when the pandemic hit, we felt there might be some folks who would have difficulty taking care of their pets. Our office collected enough food, toys, and other pet supplies to fill two truckloads. You have to let clients know you see them as more than clients; they’re people we truly care about too. TZL: Trust is essential. How do you earn the trust of your clients? JC: It’s not that complicated. First, you need to know what you’re doing technically. Next, do what you say you’re
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