The future will be a terrifying place for the ill-prepared. Most firms would prefer to successfully navigate the unknown to create a vibrant future, but for many who don’t take the time to scan their environments to make educated predictions about how new trends will impact them, a post-apocalyptic wasteland awaits! The Butterfly Effect posits that something as seemingly innocuous as a butterfly flapping its wings can directly impact the development of a major hurricane several weeks later. But in an industry of technical professionals, these early indicators of major disruptors are often ignored or go totally unnoticed. Firms often spend time reacting to present-day situations rather than addressing trends that severely impact the A/E/C industry in the long-term. Through this presentation, participants will learn about such trends and be able to interpret future ones to obtain success.
- Attendees will recognize the importance of researching and interpreting trends for their firms.
- Attendees will explore the major issues on the horizon and the potential impact those trends will have on the A/E/C industry as a whole.
- Attendees will utilize resources that can efficiently and effectively be used to continually identify and classify future trends that will impact their firm and the industry.
- Attendees will conduct environmental scanning and incorporate best practices recommendations for sharing findings and content with other firm executives.
Presenter: Scott D. Butcher, FSMPS, CPSM. Developed with William R. Long, PE, LEED AP, FSMPS. The author or co-author of several A/E/C industry-related publications, including Sell. Do. Win Business. How A/E/C Firms are Using Staff to Win More Work (SMPS), A/E/C Business Development – The Decade Ahead (SMPS Foundation), Reputation Design-Build: Creating Winning Personal Brands for Engineers, Designers, and Construction Professionals, and Marketing in the Building Industry, Scott is constantly scanning the environment to identify major and minor trends that can greatly impact the industry. He shares findings and recommendations on his popular Engineering News-Record blog, Marketropolis. He will be co-presenting this topic with Bill Long at Build Business, the national conference of the Society for Marketing Professional Services (SMPS), as well as THRIVE 2016, the PSMJ Industry Summit.
This presentation qualifies for 1.0 AIA LU. Format: Course led by instructor in-person.