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Value You Can Feel: How The Primestone Group’s Core Values Shape the Client Experience
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When Values Impart Value: How Culture Creates a Competitive Edge at Lowe Engineers
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By Jamie Clark
FEATURE
In the bustling landscape of the modern (Architectural, Engineering, and Construction) A/E/C workplace, the concept of "value" can sometimes feel vague. Marketers look to define success with goals, metrics, and quarterly reports to demonstrate return on investment (ROI) — proving the value of their work. While this approach can be affirming, I believe true value, the kind that resonates and endures deep within the soul, is rooted in something far more profound.
Owning a Craft
Unlike our Western way of linear thinking and measuring, shokunin kishitsu, the Japanese craftsman's spirit, is a mindset of continuous improvement and commitment to the present moment. It's a philosophy that offers invaluable lessons for creating meaningful contributions in any chosen practice, particularly within the demanding A/E/C industry.
The shokunin embodies a relentless pursuit of perfection, not in the sense of achieving an unattainable ideal, but in the unwavering commitment to refine one's skill throughout a lifetime. This dedication is fueled by an internal drive and a sense of responsibility for the craft itself. This focus is free from external rewards like money or fame, and this spirit is strikingly evident in our industry, in those contributing to the execution of the built environment. These "unsung heroes" ensure that dangerous and complex projects come to life safely, with minimal disruption.
Layers of Critical Detail
The individuals working behind the scenes, demonstrating shokunin kishitsu through their meticulous attention to craft detail and their commitment to quality, often complete tasks never seen by others. Their work remains hidden inside ceilings, behind walls, and beneath floors, but it forms the very foundation upon which everything is built. As a marketer for professional services, it is an honor to share these stories–uncovering the layers of unknowns.
As the spirit of shokunin kishitsu is evident on a construction site, so it exists among marketing and business development professionals in the A/E/C industry. We're passionate about and dedicated to the work we do. While we may operate behind a desk, we are at the forefront of the built environment — doing our part to help create the spaces in which we live, work, and play.
Value, Less Ego
The concept of shokunin is further illuminated by the Zen term ichigyo-zanmai, which translates to "focus or concentration on one practice." This single-task focus, as explained by Nicholas Kemp, is about dedicating oneself to mastering a specific skill, regardless of its perceived importance. It's about owning that skill, refining it over a lifetime of perseverance, and finding satisfaction in the pursuit of craft. This requires letting go of perceived worth.
It’s about owning that skill, refining it over a lifetime of perseverance, and finding satisfaction in the pursuit itself.”
— Nicholas Kemp
This resonates deeply with the spirit of community and collaboration, particularly in smaller settings where individual contributions are more readily apparent. In rural towns, for example, where resources are limited, the skills of each individual become vital, fostering a sense of interdependence and mutual respect. This mirrors the interconnectedness of the A/E/C industry, where every role, from the architect to the field worker, contributes to the success of the whole. None of us are as strong as all of us.
Selfless Dedication
Ichigyo-zanmai encourages us to identify our unique talents and dedicate ourselves to mastering them. While the modern workplace often demands multitasking and versatility, there is immense value in cultivating a deep expertise in one specific area. By focusing on what we do best, we can contribute more effectively and find greater fulfillment in our work.
Achieving this focused state requires more than just dedication. It requires a conscious effort to let go of ego and immerse oneself fully in the task at hand. This can be incredibly challenging, especially in a collaborative environment like the A/E/C industry. Yet, pursuing this focused state, this "flow," is essential for unlocking our full potential.
The concept of "flow," a state of deep concentration and effortless engagement, is central to creating value in the workplace. It's the space where time seems to disappear, and the task at hand becomes a source of intrinsic satisfaction. Achieving this state requires finding the right balance between challenge and skill, a delicate equilibrium that allows us to fully engage with our work.
Secret to Finding Flow
Research suggests that achieving flow requires periods of intense focus interspersed with strategic breaks. As Tom Rath noted in an interview with Daniel Pink, "Top performers work in bursts." Whether it's a ten-minute break every hour or a brief respite every twenty minutes, taking time to rest and recharge is essential for maintaining focus and creativity. These breaks, whether through quiet reflection or physical movement, allow us to reset our minds and return to our work with renewed energy.
Beyond the practical benefits of focused work and strategic breaks, shokunin kishitsu also emphasizes the importance of being present in the moment. As Eckhart Tolle reminds us, "There is no limit to what can be accomplished when no one cares who gets the credit." True value lies in the act of creation itself, in the dedication to the craft, rather than the pursuit of external recognition.
The Value is the Journey
The delusion of future happiness, the belief that fulfillment lies somewhere in the distant future, can rob us of the joy and satisfaction that comes from engaging fully with the present moment. By embracing the spirit of shokunin kishitsu, we can learn to appreciate the process of continuous improvement, finding joy in the daily act of refining our skills and contributing to something greater than ourselves.
By cultivating a spirit of dedication, focus, and presence, we can create value that extends far beyond the bottom line.”
In the A/E/C industry, where the impact of our work is tangible and lasting, this philosophy is particularly relevant. By cultivating a spirit of dedication, focus, and presence, we can create value that extends far beyond the bottom line. We can build not just structures, but communities, legacies, and a sense of shared purpose.
Ultimately, the true value we create in the workplace is not measured by the accolades we receive, but by the integrity and dedication we bring to our craft. It's about embracing the journey of continuous improvement, finding joy in the present moment, and contributing our unique talents to the collective whole. By embodying the spirit of shokunin kishitsu, we can create a workplace where value is not just a metric, but a lived experience.
Jaime Clark is the founder of ArmourSash, a marketing agency based in Denver. With 25 years of experience in marketing for professional services, she is passionate about her positive contribution to the A/E/C industry. She is an SMPS Past President (Hawaii, 2021), serves on the Colorado Chapter Executive Board and is Chair of the One2One Mentorship program.
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