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Welcome to the January/February 2025 Issue of the Marketer
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By Maria Salvatierra, CPSM
FEATURE
Deciding to compete with 40 architects from around the world isn’t an easy decision. Typically, I rely on our go/no-go document to evaluate projects, and often, the numbers make a no-go decision seem obvious. Recently, I chose to pause what felt like a rational reaction, look beyond the scores, and dig deeper into this opportunity.
Beyond the usual ingredients—qualifications, effort, and a supportive team—this pursuit also required curiosity and a bit of luck. In October 2024, just before heading to the airport for a conference, I emailed four firms hoping to form a team for the project. Only one responded - this contact happened to vacation in the area of Spain where I grew up. That small, unexpected connection sparked a conversation that evolved into a meaningful collaboration.
My firm was shortlisted and came close to winning the project. This experience reminded me that every step forward matters. We didn’t win the contract, but we did win a promising partnership with a firm that I’m confident will lead to future success. Any win is still a win.
Success is compounded. Small, intentional actions and connections build momentum, and serendipity often plays a pivotal role in that process.
Embracing Creativity in an Analytical World
In a time shaped by algorithms and analytics—it is vital to remember that creativity, often sparked by serendipity, remains a cornerstone of any business, especially in the A/E/C industries. Embracing the unknown with curiosity is not just a mindset; it is a key driver of innovation and success.
Yet, as we sift through qualifications, technical specs, and endless charts, it is easy to forget that we are working with human beings—connection is the most powerful way to make your firm genuinely memorable.
Whether at a conference, an SMPS event, or a grocery store, unexpected and meaningful interactions powered by serendipity can push you out of your comfort zone, opening a window in your mind and offering fresh perspectives. Neuroscience shows that serendipity is essentially your brain taking an unplanned situation and turning it into an “aha!” moment—as if it was meant to happen all along. Think of every time you’ve made a decision, big or small, because it “felt right.” You’ve been nurturing serendipity your entire life without even realizing it.
Idea #1 for Fostering Serendipity:
When planning your annual marketing budget, consider taking a few calculated risks on new conferences, events, or tactics—while scaling back on those that have not delivered results in recent years. A useful framework to guide this approach is the 70-20-10 Rule: allocate 70% to proven strategies, 20% to innovative approaches, and 10% to experimental initiatives.
Serendipity Challenges Myopia and Inertia
Serendipity has a unique way of countering two of the biggest blind spots in marketing: inertia and myopia. It demands a willingness to take risks and remain curious, even when stepping into uncomfortable or unfamiliar territory.
It is easier to work with familiar clients and trusted collaborators—after all, they often account for up to 80% of our work. However, expanding your network and meeting new people, including other consultants, can offer invaluable insights into shifting trends and emerging opportunities, helping you stay ahead in a constantly evolving landscape.
Idea #2 for Fostering Serendipity:
Challenge yourself to step out of your comfort zone at your next event. Go solo, and make it a goal to strike up conversations with at least three people you don’t already know. These small, intentional interactions can spark unexpected collaborations or insights that could redefine your projects or open doors to new opportunities.
Serendipity Beyond Numbers
Every year, I eagerly attend the financial sessions organized by SMPS Boston. These sessions offer actionable insights that I incorporate into my marketing plan. However, I always remind myself that research, particularly in economics, often reflects averages—and merely following the crowd rarely leads to true differentiation or innovation. The biggest opportunities often arise from lateral moves, unconventional strategies, or a willingness to step outside the norm. It is in these moments of calculated risk and creative thinking that real growth happens.
I always remind myself that research, particularly in
economics, often reflects averages—and merely following the
crowd rarely leads to true differentiation or innovation..”
Idea #3 for Fostering Serendipity
Marketing and finance departments should be best friends within a firm. To foster collaboration and innovation, dedicate time after your annual and quarterly meetings to brainstorm unconventional strategies as a team. Challenge yourself and your colleagues to identify one idea that goes beyond standard best practices—whether it’s an innovative marketing approach, a cross-industry collaboration, or a bold shift in focus. Encouraging lateral thinking and creative risk-taking is essential for driving meaningful growth.
Serendipity Listens and Doesn’t Judge
The current zeitgeist seems to prioritize being the loudest to capture attention—often gravitating toward extremes, amplified by social media. Nuance and complexity, however, are frequently dismissed as mere white noise. Yet, it is within tangential comments and uncommon mental connections that the dreaded “But we’ve always done it this way!” mindset often emerges during conversations or meetings—a legacy mindset that stifles innovation and fresh approaches.
Serendipity thrives when diverse personalities come together on a project—whether it is an investigator, a sharer, or a doer. It flourishes in an environment of openness and curiosity, encouraging us to listen without judgment, embrace complexity with confidence, and remain willing to explore the unexpected.
Idea #4 for Fostering Serendipity:
I personally love working with different co-ops every six months because they embody serendipity in action, bringing fresh perspectives and honesty to the proposals they help create. While templatizing processes can be efficient, over-reliance on templates risks reinforcing biases and outdated assumptions.
Serendipity Nurtures the Long Term
Teaming up with a new firm for a project you have been emotionally invested in for years requires significant trust and faith. However, nurturing this relationship over time can unlock future opportunities and lead to long-term success. How many times have you struggled to find the ideal partner for a project that demands a dynamic duo? Don’t let hesitation hold you back—take the leap now and cultivate those connections. It’s not just about “what if” but about investing in relationships that will pay off in ways you can’t yet predict.
Idea #5 for Fostering Serendipity:
In addition to connecting with like-minded firms that add value and spark synergy, ensure that your website reflects your company’s culture. Remember, people connect with people—not just firms or projects.
Where Strategy Meets the Magic of Serendipity
I’m not dismissing the importance of staying on strategy—it should remain the foundation and guiding principle behind everything we do. However, embracing the value of serendipity has allowed me to navigate the complexities of competition, adapt to change, and approach the unknown with optimism. By harnessing the power of this creative mindset, we can uncover new opportunities, build meaningful connections, and inspire positive change—not just within our industries but in our personal lives as well.
Photo Credit: Frank Monkiewicz
Maria Salvatierra is the Director of Marketing & Business Development at Wilson Butler Architects (WBA), a firm specializing in architecture for the arts and entertainment. She served as the 2022–2023 Director of Outreach for SMPS Boston and is an active member of the BSA Cultural Facilities Network. Previously, she chaired the BSA Marketing/PR Wizards. Maria has also presented at BSA events and the SMPS NERC 2024 Conference.
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