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OPINION
Marketing is your growth engine
A s a leader in the architecture, engineering, and construction industry, you have tons of competing priorities. There are always important, urgent tasks begging for your attention. Unfortunately, it can become challenging to focus on anything else when you have a stack of must-do items always waiting for you and fires to put out. Firms that invest in marketing consistently drive growth, credibility, and long-term success.
Lindsay Young, MBA, FSMPS, CPSM
One of the most valuable lessons that any leader must learn is how to delegate. Not only that, but how to trust that the person or team you’ve delegated each responsibility to can handle it. This is ultimately what frees you up to focus on tasks that move the needle in your business. What exactly does this entail? Well, once your team is handling most of the urgent matters and your operation is running like a well-oiled machine, you can shift your focus to important and non-urgent items. These tend to be big-picture activities that directly support the growth and scaling of your business which include:
Strategic planning
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Marketing
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Hiring
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Onboarding
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Information technology
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■ Accounting By directing your attention to these areas, your focus will no longer be limited to what’s happening in the present moment with your business (as others are aptly handling that for you). You’ll be able to envision where you want your business to go and to lay down the framework for it today.
See LINDSAY YOUNG, page 10
THE ZWEIG LETTER DECEMBER 29, 2025, ISSUE 1614
ELEVATE THE INDUSTRY®
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