The latest episode of the much-acclaimed podcast “Encourage Build Grow,” hosted by Randy Wilburn, features Tiffany Olson, the director of marketing for ISG. This enlightening conversation unpacks the importance of relationship building, storytelling, and technical creativity in the realms of engineering, architecture, and design. Here’s what listeners can glean from this intriguing episode.
Introduction
Tiffany Olson is no stranger to the world of engineering, environmental planning, and marketing. With deep East Coast roots but a 15-year residence in Minnesota, she brings a rich blend of cultural experiences to her role. Tiffany, who holds an MBA from the University of Massachusetts Amherst, has been a driving force at ISG for the past five years. This Minnesota-based firm, with offices in four states, operates mainly in the B2B sector, focusing on designing better spaces and effectively communicating with economic stakeholders. In a place where marketing is not an afterthought but core to its identity, Tiffany’s role is integral.
Storytelling Approach
One of the key takeaways from this episode is the importance of a storytelling approach, especially for design professionals. Tiffany discusses how she employs journalistic-style questions to extract valuable communication answers and skills from architects and engineers. The application of empathy mapping serves as a tool to understand the experiences of others, thereby identifying gaps. Communication isn’t just crucial for designers; office leaders play a pivotal role in guiding these interactions. In an industry that’s ever-changing, a focus on storytelling and contextual design principles is what ensures intentionality.
Community Engagement and Relationship Building
Tiffany talks about adopting a holistic view when it comes to projects. For her and ISG, community engagement is not reserved for only large-scale projects; it’s a requirement for all. She emphasizes that relationships are the lifeblood of business. In fact, Tiffany proposes that the true measure of marketing success is “return on relationship,” not merely sales or promotions. She encourages young professionals to understand the “why” and the “how” of marketing, underlining the need for constant focus on relationship building for long-term success.
Technical Abilities and Creativity
The conversation shifts to the role of technical skills and creativity in the business world. Tiffany shares that a balanced approach involving both logical and creative thinking creates a more well-rounded individual, a principle she believes has contributed to ISG’s stability across multiple markets. The firm places a high importance on marketing not just as a business appendage, but as a critical part of community engagement and branding. One challenge they tackle head-on is recruitment and retention, especially through educating potential employees about various career opportunities. Here, ISG’s ESOP ownership structure has played a significant role in talent retention.
Promoting Engineering and Architecture
With a noticeable shortage of young talent entering the fields of engineering and architecture, Tiffany and Randy discuss the need for mentorship programs and outreach efforts. Tiffany endorses the ESOP ownership model as an effective solution for retaining and attracting skilled employees. As a final note, she recommends the book “Art’s Principles” by Arthur Gensler to anyone interested in the intricate balance between creativity and business.
Conclusion
Randy Wilburn wraps up the episode by expressing gratitude to the listeners and acknowledging their invaluable work in the design industry. He encourages listeners to suggest guests for future episodes and even consider being a guest themselves.
