PSM: Professional Services Marketing

Why Joy Is a Leadership Strategy, Not a Soft Skill

In an industry built on deadlines, pursuits, and constant pressure, resilience is often framed as grit and endurance. But what if that mindset is actually driving burnout? In this episode of The PSM Show, Deirdre Booth sits down with Nicole Van Valen, founder of Keen Insights and author of The Joyful Leader, to reframe how AEC firms think about resilience, leadership, and performance. Drawing from her background as a licensed marriage and family therapist and corporate leader, Nicole explains why joy is not a perk or personality trait, but a practical tool that supports focus, steadiness, and long-term sustainability. The conversation explores how AEC marketers and business development professionals can regulate stress in high-pressure environments, why middle managers play a critical role in shaping culture, and how tools like the Ready, Set, Go model and the Joy Menu help teams reset without stepping away from their responsibilities. This episode offers grounded, actionable insights for leaders who want to protect their people, strengthen trust, and build teams that can perform consistently over the long game. Nicole Van Valen: Nicole Van Valen, M.S., L.M.F.T., SHRM-SCP is an internationally recognized speaker, consultant, and published author of The Joyful Leader®. With over 25 years of experience spanning healthcare, behavioral health, and entertainment, she equips executives and organizations to manage stress, build resilient cultures, and lead with empathy, clarity, and impact. Nicole is the Founder and CEO of Keane Insights®, where she Nicole integrates neuroscience, mental health expertise, and leadership development to transform workplaces into high-performing, engaging environments. Nicole is also a recurring mental health expert for CBS 4 News Miami and has been featured in SUCCESS Magazine for her thought leadership on resilience and workplace performance. A former Miami Dolphins Cheerleader and Miami HEAT Dancer, Nicole brings dynamic energy and authenticity to every stage—championing transformation through joy and proving that resilience isn't just a mindset; it's a strategic advantage.

Where Strategy Meets Action

What does strategy really look like inside a construction firm that wants to grow on purpose, not by accident? In this episode of the PSM Show, host Damion Morris talks with James Hatch, Chief Strategy Officer at Kovac Building Enclosures, one of the top glazing contractors in the country. James shares how his path through architecture, estimating, finance, and business development shaped the way he leads strategy today – and why he sees the CSO as the "agent of change" inside the firm. They dig into what it takes to keep the "periscope above the water," choose the right pursuits, and build a culture that supports change instead of resisting it. Along the way, James talks candidly about Kovac's shift from private equity to employee ownership, why authenticity matters more than polish, and what emerging leaders should practice now if they are drawn to the work of strategy.

Generalist to Strategist: The Evolving Role of AEC Marketers

Hosts Deirdre Booth and Damion Morris dig into why AEC marketing roles have stretched across design, writing, coordination, and strategy, and why that model is shifting. They unpack findings referenced from SMPS research, lessons from recent pursuits, and how private equity, data, AI, and client experience are changing expectations. Hear practical ways teams can organize around five core functions, build true strategic capacity, and connect marketing to revenue and reputation.

Crossover! What AEC Marketers Can Learn From Taylor Swift feat. Keelin Cox

Whether you're a Swiftie or not, Taylor Swift's influence on global spending and the marketing strategies behind her success are impossible to ignore. In this episode, Deirdre Booth and I explore how AEC firms can draw inspiration from Taylor Swift's innovative marketing tactics to create their own opportunities for growth.

Talent and Technology in AEC Marketing

AEC marketing and business development are changing fast. In this episode, Deirdre Booth talks with Scott Butcher of Stambaugh Ness about what is reshaping the work today and what leaders need next. They cover the talent crunch, the "missing middle," and why environmental scanning belongs in every plan. They discuss practical uses of AI, how early adopters are already productizing tools, and what happens when firms delay. Scott makes the case for true marketing leadership at the table, not just a new title, and offers a six month playbook that focuses on three use cases for AI, stronger BD and marketing alignment, and a habit of testing and learning. The conversation closes with clear risks of waiting, including loss of relevance and recruiting challenges, and a reminder that agility wins when conditions shift.