The Shortlist

We're shaking things up with a special "book review" episode of The Shortlist! This week, Wendy Simmons is joined by Middle of Sixers Susan O'Leary, Lauren Jane Peterson, and Grace Takehara to explore insights from three influential reads that can inspire AEC marketers. 

Grace reviews Conquer Your Rebrand by Bill Kenney of Focus Labs, offering strategies to build strong, enviable B2B brands. Susan shares key take...

In AEC marketing, design makes in an impact on so many of our day-to-day marketing initiatives. Proposals, websites, social media, brochures, signage, email signatures, presentations—the list goes on and on. On top of that, each medium and message may utilize a whole host of visual elements such as color, layout, typography, form, space, imagery, and more. With so much design and so many applications, how can we make sure our deliv...

Adobe InDesign is a must-have tool for AEC marketers, but let’s be honest—many of us honed our proposal design skills on the job, often under a deadline. Even experienced users sometimes wonder: Am I using the best approach? 

In this episode of The Shortlist, host Wendy Simmons sits down with some of Middle of Six's InDesign "power users" Allison Tivnon, Becky Ellison, and Lauren Jane Peterson to explore the many ways...

A frequent debate for AEC Marketers is the classic “chicken or the egg” question: which comes first—design or content? In Episode 65 of The Shortlist, Wendy Simmons is joined by Middle of Six’s Senior Creative Strategist Becky Ellison and Marketing Strategist Kyle Davis to explore both sides of the discussion. Should content shape the design, ensuring a clear and structured message? Or should design lead the way, providing a framew...

In Episode 64 of The Shortlist, Wendy Simmons is joined by Middle of Sixers Melissa Richey and Becky Ellison for a candid and comical discussion on proposal submission confessions. 

Harkening back to Episode 46, Night of the Living Deadline, this conversation dives into the best, worst, and wildest submission experiences—crazy requests, impossible demands, and unpredictable personalities. From horror stories to hard-learned lessons,...

As challenging as it may be to break away from your day-to-day responsibilities to attend a conference, there is tremendous value in being immersed in new ideas, best practices, and inspiring work. 

But we don't have to limit ourselves and our learning to the AEC industry alone. In this episode, Middle of Six Marketing Strategist Grace Takehara shares her experience attending Circles, a national creative design conference. List...

The importance of psychological safety, particularly in high-pressure industries like architecture, engineering, and construction (AEC), is having a moment—and for good reason! This episode of The Shortlist delves into how stress, especially secondary stress from pressure and insecurity, can negatively affect communication and team dynamics.   

Middle of Sixers Wendy, Allison, and Becky share their own experiences and emphasize that...

Middle of Six Principals Wendy Simmons, Melissa Richey, and Allison Tivnon kick off Season 4 of The Shortlist by diving into strategic planning methods for AEC firms. We explore how these plans can range from formal retreats to informal, and why it’s critical to have a clear, actionable strategy in place—especially in the face of economic challenges like inflation, government budget deficits, and increased competition. Whether your...

The Progressive Design-Build (PDB) delivery method has been growing in popularity since it was introduced in the 90s. With more public agencies opting for "best value" over "low bid" for certain types of projects, PDB has become a go-to tool for state agencies, hospitals, K-12, and higher education procurement. The selection process, which often includes qualifications, proprietary or informational meeting(s), t...

We can thank Toyota for many innovations including honing LEAN process and establishing the "A3" approach to problem-solving. A3's structured way of presenting information concisely now shows up across all industries -- including AEC. Over the last two decades, the A3 proposal format has grown in popularity and quickly became a hot design challenge for marketing and pursuit teams. How do you fit a 20-, 50-, or 80-pag...

Building a brand that authentically reflects the values, expertise, and people in your firm is job #1 for a professional services marketer. Episode 58 of The Shortlist welcomes back Marketing Strategist, Grace Takehara, and Digital Marketing Strategist, Kyle Davis, to discuss some of the trends they're seeing and how (or how not) they provide opportunities to provide insights into your firm and better connect with your audienc...

Most AEC marketers' plates are filled with essential initiatives; developing responses to RFPs and RFQs or creating promotional content for websites, social media, and databases. While those projects are critical to keeping business humming, every once in a while we get the chance to work on a big, collaborative, creative project. It's those rare moments when we get to flex our marketing muscles in new and different ways,...

"How did we do?" It's a question that often remains unasked but holds vital importance. Without periodic touchpoints to gather candid performance feedback, strong relationships and potential repeat work can slip through our fingers. But how do we solicit honest feedback without things getting awkward? How do we select the right questions and deliver them appropriately? And once we have the feedback, how do we distill...

From astrology to the Myers-Briggs Type Indicator (MBTI), personality theories offer introspection and insights to deepen our understanding of others. We all recognize that marketing is a collaborative effort, encompassing strategic planning to interview coaching. The beauty of being part of a team lies in having a diverse array of perspectives, experiences, and talents to draw from, yet it isn't always smooth sailing. Differe...

Marketing departments have the best chance of success when they receive clear communication from company leadership. Whether that's insights (or input!) into the firm's strategic plan, having a voice throughout the pursuit process, or being respected as subject matter experts in marketing, AEC organizations can accomplish more by making simple adjustments to how they work with their marketing teams.

A great liste...

We've all been there; wishing we had an extra 48 hours to hone a proposal's case studies, graphics, and messaging from "great" to "exceptional."  But there are ways to tighten up your existing proposal process to give your team as much time as possible to craft impactful content. That often means beginning before the RFP hits the streets, knowing when to put pencils down, and using software and technol...

No matter your position or professional experience, almost all of us struggle with some level of fear and anxiety around public speaking. And from internal meetings, to shortlist interviews, to conference presentations, the AEC industry is full of opportunities (and demands!) to address a group or lead a discussion.

How can you break through the nerves, build your confidence, and make sure your message resonates? Join Midd...

It's never too early to start scheming your next client care gift. In Episode 51, Middle of Six marketing and creative strategists, Grace Takehara and Lauren Jane Peterson, share their best practices for executing a thoughtful client care gift campaign, common hurdles, and tips for choosing a gift that resonates. Through insightful anecdotes and industry experiences, Grace and Lauren Jane highlight how curated client gifts and...

In the AEC industry, Marketing and Business Development activities are tightly linked. Since marketing plans implement the business and sales goals of the company, a successful execution of strategy demands that marketing and  "BD" are in alignment and constantly communicating. 

In Episode 50 of The Shortlist, Middle of Six Principals Wendy Simmons, Melissa Richey, and Allison Tivnon discuss how these two critica...