Domain 3: Client & Business Development at Amplify A|E|C
Posted by Communications2 on Sep. 25, 2025 / Member Resource / Subscribe 0
Amplify 2025: Insights and Inspiration from Our Utah Attendees
SMPS Amplify 2025 in Columbus was more than just another conference—it was a reminder of the power of community, commitment, and curiosity in shaping the future of AEC marketing and business development. Six SMPS Utah members attended this year and came home energized, inspired, and ready to apply new ideas. Here’s what they had to say.
Commitment, Trust, and Influence
One theme resonated strongly across multiple attendees: the importance of trust and accountability in both personal and professional leadership.
Eric Larson reflected on Alex Sheen’s keynote “Because I Said I Would,” noting how powerful it was to be reminded that saying “no” can be just as important as saying “yes” when it comes to keeping commitments. Wally Hise echoed that message, connecting Sheen’s words directly to accountability in firms: “Do what you say you’ll do” isn’t just a household mantra—it’s a business necessity.
Matt Rich built on this with takeaways from Skot Waldron’s Influence is Power session. His “4 Cs” framework—Character, Chemistry, Competency, and Credibility—provided practical tools for assessing how we show up and build influence with clients, teams, and partners.
Strategy and Storytelling
Another recurring theme was the shift from activity to meaning—whether in strategy, data, or storytelling.
For Eric Larson, this showed up in the way firms are moving beyond experimenting with AI and into refining its use for everyday efficiency. For Brandy Katter, it was about elevating data from a passive repository to an active driver of clarity and connection: “The future of AEC marketing isn’t just digital—it’s deeply human.”
Wally Hise underscored the power of stories, reminding us that while data and stats matter, it’s the stories that create trust, relatability, and lasting emotional impact. His takeaway? Simplify, clarify, and connect through story.
Strategic Planning and Career Growth
Melanie Nelsen found inspiration in Allison Tivnon’s session on strategic planning. For her, it was more than theory—it was a practical, step-by-step “how to” that revealed why many strategic plans fail and how to ensure successful execution. Melanie also appreciated the shift in conference content toward career development and authenticity in marketing. She’s already applying storytelling and authenticity tools to strengthen proposals and client communications.
RoLynne Hendricks noted how valuable the resources from SMPS HQ and the Foundation are becoming, particularly SMPS Blueprints 3.0 and the Emerging Trends 2025 report. She also took to heart a session on client management programs: “We are solvers, not sellers.” This perspective is already reshaping how she approaches conversations with clients.
Applying Amplify at Home
What makes Amplify impactful isn’t just what’s heard—it’s what’s applied.
- Eric Larson is testing new ways to use AI and applying “Because I Said I Would” principles in his daily work.
- Matt Rich is reframing client conversations to focus on impact rather than services.
- Melanie Nelsen is coaching her technical teams toward more authentic storytelling in proposals.
- Wally Hise is leading his teams to simplify and clarify strategies in concise ways.
- Brandy Katter is spearheading efforts to clean and activate her firm’s marketing data.
- RoLynne Hendricks is championing the shift from selling to solving in client engagement.
A Community of Learners
Perhaps the most refreshing thread running through every conversation was humility and openness. As Wally reminded us, “You’re never too old to learn.” With decades of experience or just a few years in, our Utah attendees proved that the Amplify experience offers something for everyone: inspiration, practical tools, and the courage to lead change.
SMPS Amplify 2025 reinforced what makes SMPS so unique—our community of professionals dedicated to sharing, growing, and amplifying the role of marketing and business development in the AEC industry.
We can’t wait to see how these lessons continue to ripple through Utah firms in the year ahead.
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