Member Spotlight: Ronald D. Worth, CAE, FSMPS, CPSM

Ronald D. Worth, CAE, FMPS, CPSM
Chief Executive Officer, Society for Marketing Professional Services

Pat Ellis (Faithful+Gould), Andrea Fitch (SIGAL Construction), Allison Carney (Balfour Beatty Construction) present the Golden Tuba to Ron Worth (SMPS)

Ron Worth, the 2011 SMPS Golden Tuba Award recipient, has over 25 years of experience in professional services marketing for the A/E/C industry and is currently the Chief Executive Officer of SMPS. A popular presenter and published author, Ron has conducted over 300 seminars and training classes reaching over 14,000 marketing professionals across the country. His latest book, Design-Build Services: A Marketing and Business Development Handbook, was released in Fall 2010.

Ron, you’re an A/E/C Marketing trailblazer – how did you get started in our industry?
Wow, who told you that? (laughs). I graduated from Kansas University with a BS in Architectural Engineering, (later gaining an MBA from Bradley University). Just like most new architects, and rather naively, I had the idea that I was going to be the next Frank Lloyd Wright. I started with an architectural firm called Kivett & Myers in Kansas City, where my assignment was the lonely and never ending world of design review boards that went for miles. I learned quickly that this was not a good match – I was a candidate for ADHD and could not sit still. I needed more involvement and connection with the field, and my clients. Within a few months I started working for a construction firm, CECO Corporation out of Chicago. It was love at first sight. I spent my first year dividing my time between design review (what a difference a change in perspective makes), field operations, and connecting with clients. I met with a Principal of the firm every Friday who encouraged my curiosity, giving me the courage to ask questions that I may have deemed unnecessary before. To talk about the week just as easily as talking about the project scope and walk away with the feeling that someone cared was an excellent way to start in the industry. After a few years a new position opened, previously unheard of in the industry at that point, it was called “marketing”. As my kids say, “Rad stuff” right? So in 1983 I became the Director of Marketing.

What was your secret?
At the time, the work place dynamics and skill sets were very siloed – we didn’t have many people with the marketing tool box that you see today. Simply put I liked people and I liked what I did – I had great interview skills, strong sales experience, strategic client relationships, and the ability to talk to different types of people. I was just what they needed – an engineer who could talk effectively.

How did you first learn of SMPS? What motivated you to join?
When CECO relocated me to DC, one of my first clients was Al Potter (Gilbane Building Company). He suggested I try out SMPS to learn more about marketing and business development. It was a tough time both economically and for our field; not many people understood WHAT marketing was, just that it needed to be done to succeed in the industry. Attending SMPS meetings with other people in similar situations was a breath of fresh air. Sherri Turner (Jeb Turner of Turner Construction’s wife), Linda Rabbit (Rand Construction), and I would carpool to Philadelphia, Boston, or New York City for SMPS chapter meetings. As my client base was up and down the East Coast, I would gear all of my client trips around these SMPS meetings. It became a tradition which allowed me to develop my marketing skills – but equally as important – it became my own informal peer group. I was able to get real time information about project opportunities; developing connections and informing my business decisions with key knowledge otherwise unavailable. We were networking before it was hip.

Who are your marketing icons and taste makers?
There are so many. Tom Peters (Tom Peters Company & Marketing Mac Daddy) is one. His (then recently released) book, In Search of Excellence, was my go-to read at the time I joined the industry. He became my marketing guru. He’s a force of nature, always pushing the boundaries – he truly understands marketing and the value it brings. He continues to be fearless in his role of making people understand why marketing matters and I was fortunate to get to know him through SMPS conferences. Laurin McCracken (Jacobs Engineering) took A/E/C marketing international – and has been influential in setting the pace for the industry, and is a trusted practitioner. He was on the cover of ENR – I didn’t know marketers ever got on the cover of ENR! He is a big friend of SMPS, and has helped many people over the years including me. Another true prince is Mike Reilly (Reilly Communications). Mike’s accessibility, kindness and incisive marketing acumen have been a true touch stone for me, I can’t think of a nicer guy. Last, but by no means least, Alison Carney (Balfour Beatty Construction). I have known Allison for over 20 years; she is a true friend and trusted advisor. She is always someone I can count on for levity, perspective and warm humor. They don’t come any better.

What was the best piece of advice you have ever received?
This is never far from my mind, and is my mantra “be proactive, be positive, be engaged, be consistent – everything else is a bonus”. It keeps my momentum, even in this market where it may seem like disaster threatens our success. This reminds me that if you just keep those four things moving, you will get through it. Life goes on and there is always a silver lining.

What would you consider your greatest achievement?
My sons. My first son was born at 22 weeks, and weighed two pounds. He has been a fighter from day one and continues to be my shining inspiration, I learn from him every day. He is upbeat, positive, hardworking, and happy with every aspect of life. My second son truly keeps me young and demands that I give my all each day – teaching me so much about technology and new ways of thinking. His generation’s attitude brings hope and a relentless commitment to equity. He believes we can change the world for the better, and I don’t doubt it for a second.

Let’s go behind the suit and tie. How do you kick back?
I love to dance. As a teenager growing up in the Mid-West I was on a weekly television dance show for a year. I have loved dancing ever since. I did it back when it was a fun thing to do – way before iPhones, X –Box and YouTube. It’s great to see America’s recently renewed interest in dance shows – it’s a whole new breed. Besides, it’s fun, great exercise and I could be dancing with Kim Kardashian right?

What one day in your life would you like to live over?
The day my wife passed away. I wish I could have been braver and said just how much I really loved her. Those moments come and go so fast and you think about “what if” continuously. After being married for 22 years, I feel she is always around.

Tell us a little bit about your community service efforts. I know you have quite a few…
I really enjoy my time that I give to my community organization and groups, and have worked with many different organizations. The personal connection that I experience with the teams energizes and inspires me. I have been fortunate to hold board positions for: CHI Centers in Silver Spring which helps disabled young adults find homes and careers; St. Coletta School in Washington, DC which serves children and adults with intellectual disabilities and provides support for their families; and Boy Scouts of America which helps build character by combining educational activities and lifelong values with fun.

CHI Centers – http://www.chicenters.org/
St. Coletta School – http://www.stcoletta.org/
Boy Scouts of America – http://www.scouting.org/

What are your SMPS takeaways?
SMPS taught me the importance of effective communication; how to talk and appeal to a variety of audiences, and to write effectively in a compelling way. SMPS taught me how negotiate, which we all should be comfortable with. I had never negotiated a job, a salary, a project before. SMPS taught me how to be proactive – across every aspect of your life. You have to make your own future and find a niche in this world. I owe so much to SMPS. I am their biggest fan and I love my job. I am fortunate to be able to help others achieve what they want in life, in a field that I am truly passionate about. I am a lucky guy – after all, I’m just an engineer who can talk to people.

Tweetchat with Ron Worth
Our conversation continued with Ron Worth on the @SMPSdc Tweetchat Thursday, December 1st Download the full transcript here..

Interviewed by Jennifer Stecher, DAVIS Construction @DAVISbuilds

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