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about the opportunities in your own backyard where you can have a big impact. We have team members who intimately know the lay of the land in the many regions in which we live and work – people who’ve spent their lives developing relationships in these places. But we also have the drive to build knowledgeable teams in new geographic areas, and we’re working to do just that. Location and local connections will always be important: as they say, “Don’t forget about your roots.” After 10 years of being “geographically agnostic,” we realized we were sometimes missing those vital relationship-building opportunities that happen in person, among our friends and neighbors, so we added more old-fashioned hand-shaking back into the mix. Today, we’re leveraging what we think might be the best combination, yet – region-specific business development leads who work in partnership with office/region leads as well as marketing leads who specialize in those vertical markets I mentioned before. For us, it’s all about achieving a balance of being involved in important work that benefits our communities and stretching our limits to see just where and how we can have an impact in other places our adventurous spirit may take us. Chris Aageson is a director of business development and associate principal at Cushing Terrell. Find him on LinkedIn.
CHRIS AAGESON, from page 3
but also by celebrating those projects and helping tell the story of who we are as a firm: our mission, vision, and values. Initiatives such as empowering team members with business development guidelines and talking points; conducting social media training and teaching about the benefits of platforms such as LinkedIn to create impactful professional networks; and overall, equipping team members to talk about what we do, in a variety of circles, have strengthened our brand tenfold. “It’s all about achieving a balance of being involved in important work that benefits our communities and stretching our limits to see just where and how we can have an impact in other places our adventurous spirit may take us.” Now, we come to 2023 and yet another shift in our approach to business development – reinstating local business development leads to support local/regional office leaders. Why? No matter how much you grow, you should never forget
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THE ZWEIG LETTER APRIL 14, 2025, ISSUE 1581
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