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OPINION
Defining your firm’s DNA
Every firm is unique, so focus on your differentiating factor to create a one-of-a-kind client experience.
E very body is different. If you know anything about your body, you know that it is a unique piece of artwork. No one on the earth is made quite like you. You have similar characteristics and DNA as family members, but you are a unique individual. If you’ve ever tried losing weight or changing your diet because someone you know told you how they did it successfully, but then their method didn’t work for you – you know what I’m talking about. Every body is different and therefore reacts to food, diets, and exercise differently.
Lindsay Young, MBA, FSMPS, CPSM
Guess what? Your company is no different! There are many architecture, engineering, and construction businesses – and they are all unique in their own way. Each company has a different set of values and company culture that is set by the founders and leaders of the firm. Firms focus on different types of markets and industries through providing a range of different services. They employ a unique team that delivers top-notch projects to clients. They may look the same on the outside, but they are all different in their own way. Many years ago, someone asked me who the best contractor was in my local market. I responded by
asking them what they wanted built. They were just asking a general question, because they knew I was very familiar with all the contractors in this market. I can’t answer that question without knowing what the client needs or wants. Each contractor builds different types of structures, so I had to have more information to provide an answer. There are certain firms that excel at different types of projects. Being so close to this industry, I can see the difference between competitors even when the competitors can’t. Every firm brings a unique set of talent, skills, and customer service to their clients. I wouldn’t refer a road contractor to build a school, because that isn’t in their wheelhouse.
See LINDSAY YOUNG, page 10
THE ZWEIG LETTER SEPTEMBER 8, 2025, ISSUE 1600
ELEVATE THE INDUSTRY®
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