Cultivating a Powerful Differentiator

By Sylvia Montgomery

Last week I hosted a lunch program for the DC chapter of the Society for Marketing Professional Services (SMPS). The panel explored trends and interesting perspectives facing professionals in the A/E/C industry, as related to design-build, alternative energy and SITES (Sustainable Sites Initiative). The panelists also discussed how service providers were leveraging these techniques as part of their value proposition and differentiation efforts.

Peter Rigby, PE and Principal at Paciulli, Simmons & Associates, focused on design-build, post marketplace adoption. He explained how teaming partnerships in the industry had dramatically shifted from architect led to contractor led. His perspectives really brought home the importance of considering unanticipated strategic partners as a normal course of business.

Ronald Allard LEED AP, CEM and Energy & Sustainability Branch Chief, Facilities Management & Services Program Division for GSA, discussed the mandate by GSA “for existing contracts to require the use of environmentally preferable products for building maintenance, janitorial services, and construction by end of December 2010” (just a few short weeks away). This is particularly critical for not only new buildings, but also for building retrofits.

Both of these topics, by themselves, provided unique perspectives to the lunch program attendees.

The topic that grabbed my attention, however, was SITES — Sustainable Sites Initiative — presented by Dan Dove of Studio 39. Where LEED focuses on the actual building, SITES focuses on the site and is landscape-centric.

SITES is a fairly new term within the A/E/C industry. It is the first national rating system for sustainable landscape design.

Studio 39 offers services in landscape architecture, planning and urban design. On the surface, services comparable with any other similar firm. What was most interesting about Studio 39’s discussion of SITES was how they focused on learning and participating in pilot projects very early in the evolution and creation of SITES. Such willingness to expand beyond their comfort zone afforded them the opportunity to become subject matter experts and truly create a “blue ocean” for themselves. Because there are so few landscape architecture firms with SITES experience, and because so many procurements are already requiring SITES, Studio 39 is in high demand.

While I don’t profess to be an expert in sustainable design, I can clearly spot where a professional services firm has focused on a strong differentiator. As Hinge’s research on professional services firms has confirmed, strong differentiators in services firms are out there. “If your potential client can’t see it or doesn’t value it, your differentiator doesn’t exist.” From my perspective, Studio 39 is at a place where it has a strong differentiator — as an original contributor to the rating system for sustainable landscape design and clear subject matter expertise. By highlighting this intimate involvement with a new discipline in the marketplace, Studio 39 has the opportunity to differentiate itself in a way that resonates with clients and translates to tangible socio-economic, financial and ecological benefits. Congratulations to Studio 39 – here’s to a profitable 2011!