Welcome to the January/February 2025 Issue of the Marketer

CREATIVITY. This word holds many meanings and manifests in ways that are as unique as we are as individuals. Danielle Gray and I worked hard to collect a diverse range of articles for this issue that touch on creativity from many angles. We also set out to debunk an often-held belief that creativity is a quality that one does or does not possess. Each of the articles in this issue demonstrates tangible ways marketers and business development professionals in the A/E/C industries can access their individual creativity, generating value for themselves and their firms.

Our writers ask, "What does creativity look like, feel like, and what does it mean to be creative in an industry based on problem-solving for the complex built environment?" One thing is clear — there is an innate and unbreakable connection between creativity and uncertainty. Embracing our creativity requires vulnerability. "We know that vulnerability is the cornerstone of courage-building, but we often fail to realize that without vulnerability, there is no creativity or innovation. Why? Because there is nothing more uncertain than the creative process, and there is absolutely no innovation without failure." Brene Brown, Dare to Lead.