Strategic Leadership for a New Year
If you’re stepping into this year feeling both energized and a little unsure, you’re not alone. Almost every A/E leader I’ve talked with
lately is carrying some version of the same tension: you want to move forward with purpose, but the path ahead still feels a bit unsteady.
Pipelines are inconsistent, the economic outlook is unclear, AI is evolving faster than anyone is prepared for, and clients are demanding
more for less.
Yet despite all the challenges, you still feel the pull toward growth. You want to build something meaningful—something with deeper
impact.
The question is: how will you respond to the tension? Will you wait for the “perfect” timing, or will you take strategic
action in the face of uncertainty?
The reality of leading an A/E firm today is making decisions without all the information, setting direction with limited visibility, and
operating in conditions none of us would call ideal. But conditions don’t set a firm’s trajectory—leaders do. As we kick off 2026, I’d like
to share a practical framework to help firms of all sizes show up with intention, shift outcomes, and consistently punch well above their
weight.
The Four Pillars that Define Giant-Level Performance
When you look at the A/E firms that consistently rise to the top, you’ll notice they all operate from a clear, intentional foundation. They
don’t scatter their energy. They don’t chase every opportunity. They don’t communicate in broad, interchangeable terms. They move with
purpose because they know what drives results.
Here are the four pillars that shape that kind of performance:
Pillar 1: Clear Purpose and Positioning
You can’t expect your team to gain traction if your firm doesn’t have a clear sense of who it is and where it’s headed. Clarity of purpose isn’t about crafting a catchy statement. It’s about defining the core beliefs, strengths, and direction that guide your decisions. It gives your team a shared north star to follow and gives your clients a clear reason to choose you.
Pillar 2: Intentional Focus
The design firms that make meaningful progress aren’t the ones trying to be everywhere at once. They’re the ones who focus their time
where it matters most. Strategic selectivity means choosing opportunities that align with your strengths, your positioning, and
your long-term direction. It’s not about saying no for the sake of it; it’s about saying yes to the right things—the ones that
support your vision, reinforce your expertise, and move your firm forward.
*If you want a simple way to bring more strategic selectivity into your decision-making, we’ve created a free Go/No-Go
Matrix you
can adapt to your firm’s needs. It’s a straightforward tool to help you prioritize the right work without overextending your team.
Pillar 3: Client-Relevant Messaging
Your clients aren’t evaluating you on everything you say about your firm. They’re listening for what connects to their goals,
pressures, and priorities. Too often, A/E firms lead with internal narratives like capabilities, credentials, and accolades. But clients are
looking for something much simpler: a partner who understands what they’re facing and can help them get where they’re trying to
go. When your message reflects the client’s world—not just your own—you create immediate alignment and make it easier for buyers to
say, “This is the team that gets us.” And the best part is that very few firms are doing this. So, flipping the narrative gives
you a leg up.
Pillar 4: Consistency and Follow-Through
Reputation isn’t built by what you say; it’s built by what people experience from youover time. Consistency is what turns your positioning into something clients recognize. When your stories, your decisions, and your behavior all reinforce the same idea, you create a sense of reliability that clients and employees notice. Showing up consistently in every client presentation, every proposal, and every touchpoint signals that your message isn’t just language, it’s your standard.
