The AEC world is full of brilliant engineers, architects, and builders—yet many firms still struggle to grow the way they should. In this episode, John and Mark break down what’s actually broken in AEC business development by bringing in three guest voices who see the problems up close every day.

First up is Aaron Moncur, founder of Pipeline Design & Engineering and host of Being an Engineer. Aaron shares why so many engineers hesitate to market themselves, why “humble brags” feel impossible, and how he built a media ecosystem—podcasts, community, events—to escape the expensive black hole of traditional trade shows.

Then, Leslie Blaize makes the case that AEC firms dramatically underuse one of the most powerful tools in business development: storytelling. She explains why technical expertise alone can’t win a project, how emotion drives buying decisions, and why firms should be capturing, curating, and reusing their best project stories instead of letting them disappear after a single proposal.

Finally, Perryn Olson brings a construction-focused lens to what’s broken—namely, over-reliance on founder-led sales and a lack of clear ideal client profiles. He unpacks why these habits choke growth, destroy succession value, and leave firms trapped in a cycle of “sell only what the founder can sell.”

John and Mark tie all three conversations together, highlighting themes across engineering, architecture, and construction—from cultural reluctance around marketing to the chaos of co-opetition to the structural challenges of building a scalable BD function.

If you’ve ever wondered why AEC firms struggle to tell their story, stand out, or build a real sales engine… this episode brings the receipts.

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Everyone knows trust is the currency of professional services—but most firms are trying to earn it in the slowest way possible: one lunch/coffee/zoom chat at a time.

In this episode, John and Mark break down how to scale trust using the Trust Equation, parasocial relationships, and modern content channels that build credibility, reliability, and intimacy long before a prospect ever speaks to you. If you want more pipeline without doubling your lunch budget, this one’s for you.

Special guest appearance from Melina Palmer, host of The Brainy Business podcast, with perspective on parasocial relationships.

00:00 Welcome
01:20 Trust
02:48 The Trust Equation
10:00 Parasocial Relationship
14:24 Reaction to Melina
21:49 Next Steps
22:15 Organize Your Thoughts
23:05 Find a Vehicle For Your Authentic Voice
25:23 Build A Habit Of Creating And Publishing
26:59 Expand Beyond Your Core Channel
28:35 Social Evidence
30:54 Engage With Your Audience In Scalable Ways

Connect with Melina on LinkedIn: https://www.linkedin.com/in/melinapalmer/
Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/
Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/

Learn more about the Trust Equation from Trusted Advisor Associates: https://trustedadvisor.com/

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

Most consultants say they’re “too busy doing the work” — as if that’s a badge of honor. But here’s the uncomfortable truth: you never stop to ask “are we still doing the right work?”

In this episode, John and Mark break down the concept of the engagement meeting; a deliberate, structured conversation designed not to move a project forward, but to make sure everyone is aligned with its direction. It’s where you zoom out, recalibrate priorities, and turn reactive “fire drills” into proactive strategy. In this episode, you’ll learn:

• Why most client relationships fall apart between meetings, not during them
• How to use engagement meetings to surface red flags before they become infernos
• The subtle difference between being a vendor who delivers and a partner who steers
• How this simple practice can increase client retention, expand accounts, and raise your lifetime value per client

If you’ve ever felt like a client relationship is fine but something’s off, this episode will show you how to fix it before your client ghosts you for the next shiny firm.

CHAPTERS:
00:00 Welcome
01:46 Listener Feedback Survey
02:24 Engagement Meeting
04:13 Being Proactive Instead Of Reactive
08:01 Meeting Regularity
09:19 Have A General Set Agenda
11:30 Balancing The Scorecard
12:55 Ideal Meeting Length
15:12 Practical Tips
20:03 Next Steps?
21:36 When To Introduce The Concept
23:36 How Many Participants?
24:20 Conclusion

Share your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7