Construction Genius

Executive leadership roles are challenging but rewarding. It's a shift from being a player to being the coach. It's about providing those who report to you with the help they need to do their jobs better. This responsibility is not for everyone, but if it's your ambition, how can you skillfully navigate into an executive leadership role? This week's podcast episode with Mike Gifford revolves around this topic. Mike shares his personal career journey. He started out as a project manager at PSF Mechanical, and is now the President. PSF is a family owned business, and Mike is not a family member, and he grew in his skills and responsibilities and is now the President. He shares the career path he took and how he is contributing as President. We also talk about scaling the service division of PSF Mechanical and many other important leadership and business insights. Tune in to this week's episode! Discussion Points: 0:00 Introduction 3:05 Growing the service aspect of PSF 4:32 The primo client is the end-user 5:40 Building a relationship with the end-user without alienating the GC 7:48 Mindset difference: Building the business's service arm vs. executing new projects 11:39 Bringing in the service team to establish an ongoing relationship14:37 Growing the service division16:58 Main difference between the construction side and service side of the business 18:14 Promoting from within 20:25 Removing divisional lines and keeping people focused 22:43 Mike's career path through the business26:43 The logic in involving a diversity of roles when creating a decision 31:42 How Mike's experience in his early days in PSF impact his career trajectory 37:02 The biggest challenge Mike faced being President 37:29 Challenge from being a player to being a coach 39:55 What keeps Mike from rushing back to being a player again 41:47 Rhythm of accountability43:53 Giving people opportunities and how Mike's experience impacted that 45:50 Advice for those wanting to grow their careers in a family-owned construction business About the Guest: With more than two decades of manufacturing and HVAC experience and a record of accomplishment as a business owner, Mike Gifford brings to his position hands-on knowledge and a visionary, entrepreneurial mindset. When he joined PSF over fifteen years ago, he saw great potential in special projects and played a pivotal role in evolving the SPTI business unit into an integral aspect of the company's success. As the company continues to grow, so has Mike's leadership within it. Mike's focus is on ensuring that PSF maintains its unique culture while building on its customer service foundation to sustain a large client base in a multitude of markets. Resources: Do Your Project Executives Need to Become Better Leaders? Book a 10-minute call with Eric Anderton (https://10minutes.youcanbook.me/) Visit PSF mechanical's website (https://psfmechanical.com/) Connect with Mike on LinkedIn (https://www.linkedin.com/in/mike-gifford-824b4a10/) Connect with me on LinkedIn. For more podcast episodes, you may also visit my website. Tune in and subscribe to the Construction Genius: A Leadership Master-Class Podcast on Apple Podcasts, Spotify, and Stitcher. Thank you for tuning in!

The success of a construction project depends on owners, designers, GCs, and trade partners working together as a team. But with the divergence of ideas and information, how can we achieve a win-win environment for each project-delivery process? In this episode, we have Felipe Engineer-Manriquez, Director, Lean of McCarthy Building Companies, Inc., who will walk you through the fundamentals of strategic problem-solving when delivering projects to clients. We will also discuss the different project delivery methods and the mindset people need to adopt to provide desired results. Tune in now and stay with us until the end to discover the fool-proof way to project delivery! Discussion Points: 0:00 Introduction 2:42 "Construction: it sucks, but it's fun," is it true?3:55 Strategic problem-solving in the construction industry6:02 Understanding the client's perspective12:04 The design-bid-build model14:14 Educating clients about different types of project delivery18:47 When do you walk away from a project opportunity?22:22 Key performance indicators in construction25:24 What is a non-commodity trade?29:32 Why do projects fail?31:06 The importance of increasing information flow in the success of a project42:35 What is visual management?44:29 Laying a foundation of respect for people49:46 Healthy self-respect vs. unhealthy ego58:25 Felipe's opinion on the paradigm shift in the construction industry1:05:46 How to achieve a more collaborative project delivery method About the Guest: International Lean speaker, a serial intrapreneur, Felipe Engineer-Manriquez is a committed Lean practitioner sharing decades of construction industry experience as the host of The EBFC Show Podcast (www.theebfcshow.com). Engineer-Manriquez is an active contributing member of the Lean Construction Institute (LCI) and is an approved instructor/facilitator and 2019 LCI Chairman's Award recipient for contributions to the Institute and the design and construction industry as a whole. Felipe has a Bachelor of Science in Electrical Engineering, a Master of Business Administration, and leads the Lean Construction Program for McCarthy Building Companies, Inc. Moreover, Engineer-Manriquez is a Jeff Sutherland Certified ScrumMaster® and Scrum Trainer by Scrum Inc.™ in addition to being a Product Owner by Scrum Inc.™ and Certified Scrum@Scale Practitioner™. Resources: Do Your Project Executives Need to Become Better Leaders? Book a 10-minute call with Eric Anderton (https://10minutes.youcanbook.me/) The EBFC Show (www.theebfcshow.com) Connect with Felipe Engineer-Manriquez on LinkedIn, Twitter, and Instagram https://www.linkedin.com/in/engineerfelipe/ https://twitter.com/felipe_engineer https://www.instagram.com/thefelipeengineer) Subscribe to Felipe's Youtube Channel (https://www.youtube.com/c/FelipeEngineer) Lean Construction Institute (https://www.leanconstruction.org/) Lean IPD (https://leanipd.com/) Lean Construction Blog (https://leanconstructionblog.com/) Recommended Restaurant: Jamba Juice (https://www.jamba.com/) Connect with me on LinkedIn. For more podcast episodes, you may also visit my website. Tune in and subscribe to the Construction Genius: A Leadership Master-Class Podcast on Apple Podcasts, Spotify, and Stitcher. Thank you for tuning in!

Many construction companies fail in their marketing efforts because of a wrong understanding of what marketing is all about. Marketing is not about slick websites, sweet logos, and cool videos. Marketing is about attracting and keeping customers, and it is the job of everyone in your organization. In this week's podcast episode, I talk with my guest, Wayne Mullins, founder and CEO of Ugly Mug Marketing. Wayne gives a clear and simple definition of what marketing is. We also talk about the right kind of marketing message and how to properly allocate a budget for your organization's marketing efforts. Wayne also emphasizes on who is mainly responsible for marketing in the organization and the difference between good and bad marketing. Tune in to this episode today! Discussion Points: 0:00 Introduction 1:56 What is marketing?2:28 Attracting a customer 3:11 Biggest challenges in messaging 5:00 How do you know your target audience?6:13 Marketing advice for clients who are in multiple markets8:07 What to emphasize in the marketing message9:42 How marketing relates to keeping customers 10:52 Budget allocation to attracting and keeping customers12:29 Key messages for keeping customers 14:02 Segmenting efforts for attracting and keeping customers15:43 Who is responsible for marketing in the organization16:38 Bad marketing vs. Good marketing 18:08 Tools for tracking ROI on the dollars spent on marketing19:04 Checking in on how effective marketing is 20:02 Action steps to effectively market 23:03 Where to find Wayne 24:17 Wayne's recommended restaurant 24:55 Book recommendation on marketing About the Guest: Wayne Mullins, Founder & CEO of Ugly Mug Marketing has scaled multiple companies & helped hundreds of entrepreneurs do the same with their companies for the past 20 years. He's worked with and inspired clients from 100 industries and has directly influenced 100K entrepreneurs. Through his books and training programs, Wayne influences 250K entrepreneurs annually. Ugly Mug Marketing has won the praises of some of the leading influencers in the business world, such as, Chris Voss (New York Times Best Selling Author of Never Split the Difference), Neil Patel (Founder of QuickSprout & Kissmetrics), and Ari Weinzweig (Co-Founder of Zingerman's). Much of Wayne's success comes from thinking differently and outside the box. He's learned a lot along the way and is honored to have the opportunity to share those experiences with others in hopes that it will help and encourage them in their journey. Resources: Construction Niche Analysis (http://www.constructiongenius.com/niche) Do Your Project Executives Need to Become Better Leaders? Book a 10-minute call with Eric Anderton (https://10minutes.youcanbook.me/) Books mentioned in this episode: Influence: The Psychology of Persuasion (https://amzn.to/2NIJR4q) Building a StoryBrand: Clarify Your Message So Customers Will Listen (https://amzn.to/3dqM7Zb) Recommended Restaurant: Pamela's Bayou in a Bowl (https://pamelasbayouinabowl.business.site/) Connect with me on LinkedIn. For more podcast episodes, you may also visit my website. Tune in and subscribe to the Construction Genius: A Leadership Master-Class Podcast on Apple Podcasts, Spotify, and Stitcher. Thank you for tuning in!

Control is one thing that most construction business owners wish for. When you're growing, things can sometimes get out of hand, and running your business becomes more taxing and stressful than ever. To make sure you're on the right path when it comes to scaling your business, it's important to lay the right foundations, doing the work necessary from the ground up. In this podcast episode, I talk to Al Levi of the 7-Power Contractor. Al provides valuable insight into what it takes to run and scale a construction company successfully. He shares what an org chart should look like, and what key functions should populate the top of that chart. We also discuss financial metrics that owners need to track and why owners should also be spearheading marketing efforts. We touch briefly on succession planning and the power of outsourcing and delegation. There's a lot to uncover and learn from this episode. Check it out today! Discussion Points: 0:00 Introduction 1:57 The condo builder at Montreal 5:43 The org chart8:35 Visual accountability 9:42 The flow of communication 11:33 Key functions that populate the top of the org chart 14:51 Why the financial and marketing person should be the owner17:17 Financial metrics to track19:50 Frequency of checking estimated vs. actual 21:27 The right time in marketing 25:16 Percentage of sales to allocate for marketing27:31 Three drivers in marketing 29:35 Get past the person who reads your mail 30:51 Persist in your marketing efforts 33:11 Reasons for failures in sorting out your business 35:32 Making sure you don't lose talent while filling in limited seats of position 37:25 Conversations with people who are getting passed up 39:24 `First steps to start organizing the chaos in your company 41:51 Succession planning47:16 The power of outsourcing and delegation About the Guest: Al Levi is an author, speaker, and entrepreneur. He created his signature program, The 7- Power Contractor, to systemize his family's 3rd-generation Long Island plumbing, heating, and cooling contracting business and retire at age 48. Today, he shares this proven, life-changing program with contractors worldwide through his book, his online programs, his industry magazine columns, his blog, his podcast, and his speaking events. Resources: Do Your Project Executives Need to Become Better Leaders? Book a 10-minute call with Eric Anderton (https://10minutes.youcanbook.me/) Visit Al's website (https://7powercontractor.com/) Books mentioned in this episode: The 7-Power Contractor: Run Your Contracting Business with Less Stress and More Success (https://www.amazon.com/gp/product/0997227508/ref=as_li_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=0997227508&linkCode=as2&tag=ericanderton-20&linkId=e18ca8211401bde3b7060b7aca732645) Restaurants mentioned in this episode: Cafe Monarch (https://www.cafemonarch.com/) Connect with me on LinkedIn. For more podcast episodes, you may also visit my website. Tune in and subscribe to the Construction Genius: A Leadership Master-Class Podcast on Apple Podcasts, Spotify, and Stitcher. Thank you for tuning in!

Leadership is difficult. The work is endless, and you get constantly bombarded with problems left and right. Leadership is a responsibility. You have to carry the burden of making the decisions that impact your company, negatively or positively. In a recent coaching session with the President of a construction company, we discussed three issues that every executive faces: how to make tough decisions, how to solve challenging problems, and how to prioritize. After the call, I shot three short videos discussing the perspectives that I shared with my client to help him address his challenges. This podcast episode includes those three videos. You will like how they give you practical ways to handle some of your toughest issues. One of the segments is particularly personal to me. I share the most difficult decision I ever had to make, two weeks before I was due to get married. It was tough! Listen to this episode today! Discussion Points: 0:00 Introduction 1:40 The Franklin Planner 3:40 The principle of prioritization still works 3:59 How solving business problems is similar to losing weight 5:15 Identify your goals in business 5:37 Identify the levers to help you reach your goals 5:47 Keep track of how you execute your levers 6:10 Commit to incremental progress 6:52 The toughest decision I ever had to make 8:21 What is the toughest business decision you are making? 8:47 The difficult decision you have to make 9:21 '36 hours of pain' 9:51 Be driven by doing the right thing Resources: Do Your Project Executives Need to Become Better Leaders? Book a 10-minute call with Eric Anderton (https://10minutes.youcanbook.me/) Connect with me on LinkedIn. For more podcast episodes, you may also visit my website. Tune in and subscribe to the Construction Genius: A Leadership Master-Class Podcast on Apple Podcasts, Spotify, and Stitcher. Thank you for tuning in!

Productivity drives profitability. To achieve both, organizations must excel operationally. Technology and its implementation in company processes are essential for operational excellence. Positive change occurs when leaders are sold out to its importance and value, communicating it to their people both in the field and office. In this week's podcast episode, I have a conversation with Don Kafka, the CEO of ToolWatch, Corp. He shares the challenges he faced in running his electrical contracting business and how it led to the creation of ToolWatch to solve those challenges. We also discuss the role of technology in dialing in operations for construction businesses and how leaders play a huge role in rolling out those initiatives to their people. Listen to this episode today! Discussion Points: 0:00 Introduction 2:06 Biggest challenge Don faced running his business 2:45 Bottlenecks in the construction industry 3:28 Value of strong internal operations 4:19 Where to begin in strengthening internal operations 5:25 Best construction company practices 6:07 How to convince the leadership of dialing in their operations 7:54 What ToolWatch does for operations management9:50 Recommendations for successfully using software tools 11:28 Roadblocks from the implementation of technology and overcoming them 12:42 How effective leaders roll-out technology initiatives14:13 Frequency of meetings with implementation teams and who comprises them 15:56 Clearing the ground for a fresh start when you've failed 18:00 When to dedicate a person to oversee implementation of new technologies18:56 Top three areas of focus to improve productivity and profitability About the Guest: Don Kafka is founder and CEO of ToolWatch Corp. Kafka established the Denver-based company in 1991 to provide tool and equipment systems that track and manage resources throughout an organization. Since then, he has been focused on educating construction companies about the importance of operations management to improve their productivity and profitability. Resources: Do Your Project Executives Need to Become Better Leaders? Book a 10-minute call with Eric Anderton (https://10minutes.youcanbook.me/) Visit the ToolWatch website (http://www.toolwatch.com) Follow Don and ToolWatch on Linkedin https://www.linkedin.com/in/don-kafka-3571b82/ https://www.linkedin.com/company/toolwatch/ Recommended Restaurants: Volt Restaurant (https://www.voltrestaurant.com/) Connect with me on LinkedIn. For more podcast episodes, you may also visit my website. Tune in and subscribe to the Construction Genius: A Leadership Master-Class Podcast on Apple Podcasts, Spotify, and Stitcher. Thank you for tuning in!

When should you start building and executing a succession plan? A company that values sustaining high-level leadership knows never to put this on the back burner. It will take years, not just months, of choosing who your qualified candidates are to mentoring them until you are confident enough that they are ready to take on those leadership roles with the passion for propelling the business forward. In this week's Construction Genius podcast episode, I talk with Ryan Aukerman of the Griffith company. Ryan shares his career journey and what the emerging leader's program is all about. He discusses the methods they use to choose qualified candidates for leadership roles and the importance of mentorships internally and externally. Ryan also talks about accepting critical feedback, especially when it is something you are not comfortable with, and a lot more. Tune in to this episode! Discussion Points: 0:00 Introduction 2:09 How Ryan got into construction 5:00 The advantage of diverse backgrounds 5:53 Why Ryan picked Griffith 6:44 Struggles Ryan encountered in a formal leadership role7:44 Early mistakes Ryan made and how he changed his approach 9:52 Difference between a good mentee and a bad mentee 10:47 Multiple mentors 12:15 Critical feedback 13:57 Essential qualities of a construction leader 14:47 Patience and its importance15:44 How to distinguish between laziness and slow-paced workers16:37 Identifying the next generation of leaders 19:04 The emerging leader's program 19:59 Lack of understanding of leadership roles 21:35 Who to choose when you have more than one qualified candidate for a position 22:41 Dealing with situations where someone leaves a role 24:32 Advantages of ESOP in succession planning 26:24 Why do ESOP's fail?27:23 Filtering through the emerging leader's program 29:47 Next step for Ryan's career 30:59 Ryan's focus 32:08 Mental preparation 33:16 What Ryan would do differently if he could go back 34:22 Ryan shares what he wants his legacy to be 35:08 Action steps to successfully execute a succession plan About the Guest: Ryan Aukerman joined the Griffith Company Team in 2004 as a project engineer. He quickly moved his way up the ranks into Estimator/ Project Manager's role while completing his Technology and Operations Management degree at California State Polytechnic University, Pomona. In 2010, Ryan was appointed to be the Regional Manager and became responsible for oversight of the Southern Region. While in this role, he provided leadership over notable projects including the $81 Million Tom Bradley International Terminal at Los Angeles International Airport, $81 Million Omnitrans SBX E Street Corridor, $30 Million Port of Long Beach Pier G Terminal Redevelopment, and $105 Million Port of Los Angeles Berth 142 – 143 Terminal Automation Improvement project. In 2015, Ryan was promoted to his current position as Executive Vice President. He has oversight of operations throughout the company, including estimating, project management, and field operations. During his career, Ryan has worked with many public and private owners and has participated in alternative project delivery methods such as Design-Build and CMAR. He takes great pride in representing Griffith Company and works to show owners and industry partners the Griffith Way. He has been serving as a State Director for the AGC of California and a Los Angeles District Board since 2010. With an understanding that there needs to be a solid investment in the future workforce within the industry, Ryan works to support the education foundation and interacts with multiple AGC Student Chapters and his participation in Griffith's own Internship program. Resources: Curious about where exactly you stand in terms of developing a succession plan? Click this link and take a short Succession Planning Assessment: https://www.constructiongenius.com/successionassessement/ Would you like to chat directly with Eric about if/how he can help you with your succession plan? Book in a quick 10 Minute chat by clicking this link: https://10minutes.youcanbook.me Recommended restaurants: Old Brea Chop House: https://www.oldbreachophouse.com/ Connect with me on LinkedIn. For more podcast episodes, you may also visit my website. Tune in and subscribe to the Construction Genius: A Leadership Master-Class Podcast on Apple Podcasts, Spotify, and Stitcher. Thank you for tuning in!

Methods of project delivery are ever-changing. The need to see different outcomes, especially from an owner's perspective in construction projects, has led to the adoption of approaches like Integrated Project Delivery (IPD). It's not a one-size-fits-all method, but it's definitely worth exploring. In this week's podcast episode, I welcome my guest, James Pease. James is an Executive Director of Design and Construction at the UCSF Medical Center. He has experience on both sides of a construction project (owner and contractor). We discuss what IPD is and who will benefit from this kind of project delivery approach. We also address skepticism regarding this method, and James gives real-life experiences to prove that it works. We also discuss the role owners play in successful project deliveries and how to address significant roadblocks when using the method. Tune in to this episode today! Discussion Points: 0:00 Introduction 2:26 Biggest opportunities for improvement from the owner's perspective4:31 Areas of conflicts between owners and general contractors5:58 Effective way or model to overcome challenges 7:43 Playing the game as owners in construction projects 9:34 Key elements of Integrated Project Delivery 11:12 Application of integrated Project Delivery in real-life 12:55 Building and maintaining trust and collaboration 13:56 The role owners play in successful project deliveries through IPD 14:30 Reasons for owners to take on IPD 15:04 Marketing IPD to owners as a general contractor 16:53 Dealing with major roadblocks 21:11 Who shouldn't be doing IPD?23:00 Advice for GC's who tried IPD and didn't work 26:11 Owner cooperation is essential for successful projects 27:01 One request to ask of a GC 27:40 Think like an owner if you're a GC 29:23 Three action items 30:18 Fundamental aspects of the Lean process About the Guest: James Pease is an owner's representative for delivering complex construction projects using Lean Integrated Project Delivery. He is the executive director of Health Design and Construction at the University of California, San Francisco. James is a board member of the Lean Construction Institute and is committed to improving the design and construction industry as a recognized speaker, Lean IPD Coach, and executive editor of leanipd.com. James has a B.S. in Management Science from the University of California, San Diego, and is a CA licensed, general contractor. Resources: Do Your Project Executives Need to Become Better Leaders? Book a 10-minute call with Eric Anderton (https://10minutes.youcanbook.me/) Visit the Lean Construction Institute website (https://www.leanconstruction.org/) Reach out to James through his website or Linkedin and other social media channels https://leanipd.com/ https://www.linkedin.com/in/jamespease/ Twitter: @leanipd Insta: @Leanipd Check out James' YouTube channel (https://www.youtube.com/channel/UCtUuR4Xv85s8MiYNhJPrLmQ) Recommended restaurants Citizen Vine, Rocklin: http://citizenvine.com/ Slanted Door, San Francisco: https://www.slanteddoor.com/ Connect with me on LinkedIn. For more podcast episodes, you may also visit my website. Tune in and subscribe to the Construction Genius: A Leadership Master-Class Podcast on Apple Podcasts, Spotify, and Stitcher. Thank you for tuning in!

Amazon is a household name that continues to lead and dominate the international business scene. The trillion-dollar business that it is today, however, did not happen overnight. Their success story involves failures, risks, inventions, innovation, and an intense company culture not for the faint of heart. Intimidating as it is, though, there is a treasure trove of ideas that we can learn from them to scale our business, even in the construction industry. In this week's Construction Genius podcast episode, I welcome Steve Anderson, best-selling author of the Bezos Letters. He shares how Jeff Bezos built Amazon into what it is today and how he laid out his plans through his annual letters to shareholders. We discuss things that are considered crucial to Amazon's growth and how companies can use those strategies to grow their businesses. This episode is something you shouldn't miss. Listen to it today! Discussion Points: 0:00 Introduction 1:44 What can commercial contractors learn from a 'book nerd'?3:03 Practicing dynamic innovation and invention 3:54 The difference between invention and innovation 6:46 Jeff Bezos' personality as a leader9:21 How Bezos is unconventional in his business mindset11:18 Experimentation is a culture in Amazon 12:04 Timeline for an idea to come into fruition 12:49 How does Amazon balance innovation with risks14:11 Invention is where disruption occurs 15:25 How Amazon positions itself in business 17:02 Three customer pillars of Amazon17:37 Understand and articulate your culture 19:23 Generate high-velocity decisions 21:48 Promoting ownership 23:14 Understand your flywheel25:25 Amazon's flywheel 26:34 Measuring what matters, question what's measured, trust your gut28:18 Believe it's always day one 30:22 The starter pack of day one defense 31:48 What can we learn from Jeff Bezos's leadership? 33:35 Three action items from the Amazon story About the Guest: Steve Anderson is an expert in strategic risk and business growth. Drawing on decades of experience in the insurance industry, he wrote The Bezos Letters: 14 Principles to Grow Your Business Like Amazon, a Wall Street Journal, USA Today, and an international bestseller. With hundreds of thousands of followers, LinkedIn has handpicked Steve as one of the world's most influential thought leaders. Steve helps business owners understand how to leverage the exquisite tension between risk-taking and business growth. Resources: Do Your Project Executives Need to Become Better Leaders? Book a 10-minute call with Eric Anderton (https://10minutes.youcanbook.me/) Visit Steve Anderson's website (https://thebezosletters.com/) Books mentioned in this episode: The Bezos Letters: 14 Principles to Grow Your Business Like Amazon https://www.amazon.com/Bezos-Letters-Principles-Business-Amazon-ebook/dp/B07VD2XMHQ/ Turning the Flywheel: A Monograph to Accompany Good to Great by Jim Collins: https://www.amazon.com/Turning-Flywheel-Monograph-Accompany-Great-ebook/dp/B07JFT5G7N/ Connect with me on LinkedIn. For more podcast episodes, you may also visit my website. Tune in and subscribe to the Construction Genius: A Leadership Master-Class Podcast on Apple Podcasts, Spotify, and Stitcher. Thank you for tuning in!

Are you struggling to attract the right clients to your company? Marketing plays a huge role in addressing this dilemma as you can't just hope for the best that they will someday notice you and the services you offer. When you're doing marketing right, your message will be more intentional and laser-focused, resulting in a significant shift, client and profit-wise. In this week's Construction Genius podcast episode, I share tried and true ways to attract your ideal clients to your construction companies. I discuss the marketing funnel and the four parts of the funnel's top part that you need to focus on. I also give away three reasons why construction companies fail to maximize profits and what you can do to address those problems. Tune in to this episode! Discussion Points: 0:00 Introduction 1:29 Many construction companies struggle with marketing 2:57 Four parts of the top of the funnel 3:54 Hope is not a strategy 4:27 What is the purpose of a business? 4:52 Reasons construction companies fail to maximize profits 5:16 The right job, right client, right location = success 6:09 The market analysis tool 8:42 The wrong way to do marketing 9:13 The right way to do marketing 9:33 Marlboro's marketing story 12:38 Successful marketers begin with the client 13:16 Understand why clients purchase your construction services 14:26 The avatar marketing method 15:24 Understanding client's emotions to craft a marketing campaign 16:50 Questions to ask 20:23 Crafting a targeted marketing message 29:14 Seven aspects of marketing 30:39 Marketing does not have to be a mystery Resources: Construction Niche Analysis: https://www.constructiongenius.com/niche The Brain Audit: Sean DSouza Connect with me on LinkedIn. For more podcast episodes, you may also visit my website. Tune in and subscribe to the Construction Genius: A Leadership Master-Class Podcast on Apple Podcasts, Spotify, and Stitcher. Thank you for tuning in!