When the world feels heavy, polished stories stop working. The ones that land are the honest ones — the ones that start with trouble.

In this episode of The PSM Show, hosts Damion Morris and Deirdre Booth sit down with writer and strategist Joel Hoekstra for a "pull up a chair" conversation about why the best AEC stories don't begin with brilliance or technical expertise — they begin with friction, uncertainty, and what wasn't working. Joel shares how he helps marketers draw human-centered narratives out of highly technical subject matter experts, why empathy consistently beats perfection, and how the stories a firm tells (or avoids) reveal its values, culture, and client experience.

You'll hear practical ways to get past "it's just what we do," including a simple interviewing move that unlocks better detail, better clarity, and better trust: "Tell me more." Joel also breaks down why headlines matter more than most firms think, how scannable structure (subheads, bullets, formatting) increases impact, and how to build reusable story "toolkits" that support proposals without relying on boilerplate.

Plus, Joel introduces his START Story Formula — a clear framework marketers can use to shape case studies, Q&A prep, and project profiles:

Situation → Trouble → Action → Result → Transformation

Because the ribbon-cutting is a result — but what changes six months later is the transformation people actually remember.

Guest bio: Joel Hoekstra

Joel is a Minnesota-based content-marketing strategist and writer who helps design firms tell client-centric stories that win work. He has held marketing-communications roles at several architecture firms in Minneapolis and has written extensively about design and architecture for such publications as Metropolis, This Old House, RIBA Journal, ARCHITECT, BUILDER, and American Craft.

Learn more about Joel and sign up for his monthly newsletter at joelhoekstra.net.

Follow him on Linked in at https://www.linkedin.com/in/joelchoekstra/

What does strategy really look like inside a construction firm that wants to grow on purpose, not by accident?

In this episode of the PSM Show, host Damion Morris talks with James Hatch, Chief Strategy Officer at Kovac Building Enclosures, one of the top glazing contractors in the country. James shares how his path through architecture, estimating, finance, and business development shaped the way he leads strategy today – and why he sees the CSO as the "agent of change" inside the firm.

They dig into what it takes to keep the "periscope above the water," choose the right pursuits, and build a culture that supports change instead of resisting it. Along the way, James talks candidly about Kovac's shift from private equity to employee ownership, why authenticity matters more than polish, and what emerging leaders should practice now if they are drawn to the work of strategy.

In this unscripted conversation, Deirdre Booth and Damion Morris step away from the usual format and start the year with an honest check-in. They talk candidly about growth, ambition, balance, connection, leadership, and what changes when career wins stop being the only measure of success.

This episode sets the tone for the season ahead with real reflection, lived experience, and the kind of perspective that comes from years in the industry and life beyond the job title.

In an industry built on deadlines, pursuits, and constant pressure, resilience is often framed as grit and endurance. But what if that mindset is actually driving burnout?

In this episode of The PSM Show, Deirdre Booth sits down with Nicole Van Valen, founder of Keen Insights and author of The Joyful Leader, to reframe how AEC firms think about resilience, leadership, and performance. Drawing from her background as a licensed marriage and family therapist and corporate leader, Nicole explains why joy is not a perk or personality trait, but a practical tool that supports focus, steadiness, and long-term sustainability.

The conversation explores how AEC marketers and business development professionals can regulate stress in high-pressure environments, why middle managers play a critical role in shaping culture, and how tools like the Ready, Set, Go model and the Joy Menu help teams reset without stepping away from their responsibilities.

This episode offers grounded, actionable insights for leaders who want to protect their people, strengthen trust, and build teams that can perform consistently over the long game.

Nicole Van Valen:

Nicole Van Valen, M.S., L.M.F.T., SHRM-SCP is an internationally recognized speaker, consultant, and published author of The Joyful Leader®. With over 25 years of experience spanning healthcare, behavioral health, and entertainment, she equips executives and organizations to manage stress, build resilient cultures, and lead with empathy, clarity, and impact.

Nicole is the Founder and CEO of Keane Insights®, where she Nicole integrates neuroscience, mental health expertise, and leadership development to transform workplaces into high-performing, engaging environments. Nicole is also a recurring mental health expert for CBS 4 News Miami and has been featured in SUCCESS Magazine for her thought leadership on resilience and workplace performance.

A former Miami Dolphins Cheerleader and Miami HEAT Dancer, Nicole brings dynamic energy and authenticity to every stage—championing transformation through joy and proving that resilience isn't just a mindset; it's a strategic advantage.

What does strategy really look like inside a construction firm that wants to grow on purpose, not by accident?

In this episode of the PSM Show, host Damion Morris talks with James Hatch, Chief Strategy Officer at Kovac Building Enclosures, one of the top glazing contractors in the country. James shares how his path through architecture, estimating, finance, and business development shaped the way he leads strategy today – and why he sees the CSO as the "agent of change" inside the firm.

They dig into what it takes to keep the "periscope above the water," choose the right pursuits, and build a culture that supports change instead of resisting it. Along the way, James talks candidly about Kovac's shift from private equity to employee ownership, why authenticity matters more than polish, and what emerging leaders should practice now if they are drawn to the work of strategy.

Hosts Deirdre Booth and Damion Morris dig into why AEC marketing roles have stretched across design, writing, coordination, and strategy, and why that model is shifting. They unpack findings referenced from SMPS research, lessons from recent pursuits, and how private equity, data, AI, and client experience are changing expectations. Hear practical ways teams can organize around five core functions, build true strategic capacity, and connect marketing to revenue and reputation.

Whether you're a Swiftie or not, Taylor Swift's influence on global spending and the marketing strategies behind her success are impossible to ignore. In this episode, Deirdre Booth and I explore how AEC firms can draw inspiration from Taylor Swift's innovative marketing tactics to create their own opportunities for growth.

AEC marketing and business development are changing fast. In this episode, Deirdre Booth talks with Scott Butcher of Stambaugh Ness about what is reshaping the work today and what leaders need next. They cover the talent crunch, the "missing middle," and why environmental scanning belongs in every plan. They discuss practical uses of AI, how early adopters are already productizing tools, and what happens when firms delay. Scott makes the case for true marketing leadership at the table, not just a new title, and offers a six month playbook that focuses on three use cases for AI, stronger BD and marketing alignment, and a habit of testing and learning. The conversation closes with clear risks of waiting, including loss of relevance and recruiting challenges, and a reminder that agility wins when conditions shift.

Client experience is more than good service. In this episode of the PSM Show, Damion Morris and Deirdre Booth talk with Tim Amos, CPSM and Head of Growth at Client Savvy, about how AEC firms can design and manage client experiences that create measurable business results.

Tim shares his journey from in-house marketing to leading CX strategy and explains why repeat business does not always equal loyalty. He introduces practical ways to measure client sentiment, including Net Promoter Score and share of spend, and describes how firms can use feedback to inform go/no-go decisions, increase profitability, and strengthen retention.

For marketers, this conversation shows how CX can open the door to leadership. Small wins such as mapping the proposal process or implementing a client feedback program can build momentum and demonstrate the connection between marketing strategy and firm performance.

The discussion also highlights findings from the SMPS Foundation's research on CX in the AEC industry. Listeners will gain a clear view of how intentional client experience shapes reputation, growth, and long-term success.

In this episode of The PSM Show, co-host Damion Morris welcomes Allison Tivnon, strategic advisor, author, and City Councilor for Beaverton, Oregon. Allison has spent nearly two decades guiding AEC firms through the complexities of marketing, planning, and leadership.

Damion and Allison explore why so many strategic plans lose momentum after the retreat and how to create alignment that lasts. They discuss the importance of involving marketing in the process, the role of a skilled facilitator, and how to make sure vision translates into action.

Guest Bio: Allison Tivnon has dedicated her career to city and regional planning, partnering with municipalities, DOTs, and regional governments on behalf of urban planners, transportation engineers, economists, and policy analysts. She presents for SMPS, ACEC, and AGC, and is the author of Marketing at Low Tide: How to Recession-Proof Your Marketing Department. She also serves as a City Councilor for the City of Beaverton, Oregon.

Learn more about Allison at AEC Pursuit Strategies or connect with her on LinkedIn.