#21: Lissette Callejas, Director of Marketing at Sweet Sparkman, reveals the strategies that propelled her firm to win in the Reimagining Pei International Competition. We break down the secrets behind standout proposal submissions – what works, what doesn’t, and how to position your firm as the obvious choice. Get ready to dive deep into how to elevate your marketing game.

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Here’s what you’ll learn in the episode: 

→ What no one tells you about the Reimagining Pei competition… and why it’s more than just another design challenge.


→ How Sweet Sparkman cracked the code to stand out in a sea of submissions, without gimmicks or overpromising.


→ The secret weapon Lissette’s team used to understand client needs, without ever speaking to them directly.


→ Why great storytelling beats great design in public presentations


→ Why entering high-stakes competitions can transform your firm, even without a win.


→ The surprising elements that made Sweet Sparkman’s winning design concept impossible to ignore.

→ The truth about proposal writing: why Lissette shifts the focus from the firm’s achievements to the client’s real needs.


→ Why company culture is the hidden advantage in creating award-winning projects

→ What most firms get wrong about networking: Sweet Sparkman’s strategy for building relationships that lead to future wins.

(01:18) Winning the Reimagining Pei International Competition

(06:31) The first step: Crafting a standout proposal

(07:31) Smart research and experience

(13:17) The power of inclusive storytelling

(16:10) Nailing the client’s vision: Goals and strategy

(18:38) Reimagining spaces: Adaptive reuse in action

(21:42) The immersive pitch

(25:17) When a public vote turns into a frenzy

(29:35) Tailoring solutions for maximum impact

(31:07) The secret to making key points stick

(36:12) The hard truth about long-term growth

(39:09) Why the best work comes from enjoyment

(41:58) Inside a collaboration with Renzo Piano

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