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F R O M T H E F O U N D E R
S ome people seem to have all the luck – or do they? Sure, there is no doubt bad luck can strike any of us at any time and it can provide a real setback. But much of our good luck is luck we create on our own – and in my opinion a lot of that comes down to understanding probabilities and doing things that increase our odds for success. We create much of our own good luck – and a lot of that comes down to understanding probabilities and doing things that increase our odds for success. Increase your odds of achieving real success
Mark Zweig
When it comes to the AEC business, there are many things you can do that will increase your chances of success. Here are a few examples of what I mean: 1)Good luck in hiring. To be able to consistently hire the people you need in a tough labor market, you need to develop lots of potential candidates so you have a choice of good people and have backup candidates should your first picks not accept your job offers. To do that, you need to be constantly on the lookout for good people and when you find them, keep them interested by regularly checking in with them just like a client you are trying to develop. You can find those good people by getting involved in professional and trade associations, reading publications about firms and people in your industry, working with client organizations, teaching, and many other ways. Meet, greet, and
maintain those relationships, and you will increase your odds of success! 2)Good luck in marketing. Having a large enough client and potential client database, and making a consistent effort to demonstrate your knowledge and competence will lead to more marketing successes for AEC firms every time. For example, if your market focus is airports, and you only have 10 percent of the airports in your marketing database, and then you only have 10 percent of the people in those airports who could hire or influence the decision to hire you, you are ignoring 99 percent of your target market. Combine a small list of client organizations with a limited number of people inside those organizations with weak and infrequent marketing messaging and my guess is you won’t
See MARK ZWEIG, page 12
THE ZWEIG LETTER JUNE 7, 2021, ISSUE 1395
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