Too Many Cooks In The Kitchen!

It’s a familiar challenge inside many A/E/C firms.

Marketing teams bring forward bold ideas—the kind designed to spark attention, differentiate the brand, and get clients talking. That’s the job. Effective marketing requires creativity and, at times, calculated risk-taking to stand out in a crowded market.

But in A/E/C firms, that’s easier said than done.

Why?
Architects, engineers, and contractors are, by nature, risk-averse—and for good reason. When you are responsible for designing and building infrastructure, public safety is non-negotiable. The weight of that responsibility shapes a culture grounded in caution and precision.

The challenge is that this mindset often extends beyond project delivery… and into marketing.

​Author and marketer Mark Hughes captures the dynamic perfectly:

You're trying to get consensus on a creative idea or execution—and nothing will move ahead because a few of the wimpy people will want to see more. As a result, you decrease emphasis on demanding the best possible creative work and increase your emphasis on satisfying all the cooks in the kitchen. In that predicament, your marketing will be reduced to the lowest common vanilla denominator, and you will stay invisible.

When too many voices dilute an idea, bold marketing becomes safe marketing. And safe marketing gets ignored.

A Message to Marketers

Stay the course.

Recognize that pushing forward creative ideas in a risk-averse culture will always feel like an uphill climb. That doesn’t mean you’re wrong—it often means you’re doing your job well.

Advocate for your ideas. Ground them in strategy, but don’t dilute them into mediocrity for the sake of consensus. The firms that stand out are the ones willing to be seen.

Keep pushing.

A Message to A/E/C Leaders
You are exceptional at designing and building. That expertise is what drives your firm.

Now extend that same trust to your marketing team.

Marketing your firm does not carry the same risks as designing a bridge or constructing a building. It requires a different mindset—one that embraces differentiation, creativity, and yes, occasional risk.

Give your marketers the space to do what they do best.

​Because in today’s market, being safe isn’t safe—it’s invisible.