A Book is Done; A New Challenge Begins

On October 25, 2002, I walked into the Town Hall in Lynnfield, Massachusetts, and registered a dba business called The JAGG Group. I was not crazy about the name, but others seemed to like it so I went with it.

Ten days before the 10th anniversary of The JAGG Group, I walked into the Burlington office of 98-year-old engineering firm Fay, Spofford & Thorndike (FST) as their new Manager of Marketing and Strategic Business Development. The JAGG Group lives on, at least temporarily, to provide service to the buyers of my latest book – The 2013 Guide to the U.S. AEC Markets – and for a few remaining projects that we’re wrapping up. Otherwise, my focus is on adding what I can to the marketing and business development programs, systems and processes that have made FST such a successful and respected firm for such a long, long time.

It was not a decision I made lightly. The JAGG Group was doing well and business opportunities were picking up. We had also begun the process of writing and self-publishing another book, continuing us down the path of having a full-fledged publishing arm to go along with our consulting work.

Of course, anyone who has owned any kind of business — from a global megacorporation to a paper route — will tell you that business ownership is a blessing and a curse. The blessing is that you call your own shots, the accountability stops at you, and your time is often your own to choose when, where, how and for whom you work. These three blessings can also be curses, as can the responsibility of always being the one “carrying the water.” This is especially true in small firms like The JAGG Group.

Despite these challenges and stresses, I enjoyed what I was doing and would be still be doing it except for the opportunity that I stumbled across one day in September. I saw an ad on the Linked In business-based social media site that said it was looking for…well, me. I had applied to exactly two jobs in my 10 years in business — one because a headhunter called me and the potential to be a ground-floor investor seemed great; a second because it seemed to be similarly designed especially for me. In both cases, they wanted someone with more experience in high-tech PR (the first was an air-quality monitoring product company, the second an AEC industry software giant). I never even went for an interview.

During my initial meeting with Peter Howe, FST’s President and CEO, I quickly saw the possibilities that this position presented to me. Not only from a career standpoint, but as an opportunity to use the skills and experiences I’d gained in my 30-year professional career to contribute to the continuing and expanding success of an established firm. This time, though, it would be from the inside, as a true part of the team. It was a great fit, I thought, for me and for FST.

The thing that most intrigues me about my new position is Peter’s (and as I eventually found out, the board of directors’) outlook on what the firm does very well in marketing and business development, and where it could benefit from some changes and possibly a new perspective. In my 2-plus weeks at FST, I’ve confirmed that we have a very strong business development culture — our exceptionally talented and hard-working marketing staff produces attractive, professional and technically sound proposals at an incredible clip. Yet, there are systems and programs that we can improve to make the proposal production process even better and more efficient. Many of the firm’s engineers, planners, scientists and other technical professionals are also well in tune with the need to not only do good work and support their clients, but to look for new opportunities and projects.

FST’s marketing culture is not as advanced as its business development culture. I’m talking about what many engineers consider the “softer” side of marketing and BD — press releases and published articles, brochures and other marketing collateral, social media outreach, and so on. Our goal is to put a comprehensive, intelligent and achievable plan in place to bring the marketing culture here to the same level as the BD culture. It’s a big challenge — not only here, but in most of the engineering firms I’ve worked with in nearly 20 years in the AEC industry –and I very much look forward to tackling it with my new colleagues at FST. As I’ve said internally (and in the press release about my new position), FST has so many great stories to tell about the incredible work we’re doing; I can’t wait to start telling them.

As for the book, it took a bit longer than we’d hoped (for a variety of reasons, including the obvious one), but the good news is that it’s done. The better news is that it’s good — at least I believe it is. Readers will be the judge. My hope is that The 2013 Guide to the US AEC Markets provides sufficient insight to the people and firms who buy it to help them make smart decisions in their own planning processes — formal or otherwise — in the coming year and beyond. We offer a money-back guarantee for this reason. I’m proud to say that we’ve not yet been asked to send anyone a refund on either book we’ve published.

If you want to check it out, you can order it with a credit card by clicking on the button on the top right of the AECInsight home page. If you have any questions, email me at my JAGG Group address — jguerra@jagg-group.com — and I’ll get back to you within a day.

As for AECInsight, I plan to continue posting articles relevant to the industry, albeit with the focus of the Manager of Marketing and Strategic Business Development at FST rather than of an independent consultant. I will link it with FST’s growing social media presence, along with my own Twitter and LinkedIn accounts. We may even expand it and post more often. We’ll see.

In the interim, if you want to talk with me about FST-related matters, contact me at jguerra@fstinc.com or 781-221-1299.






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