Leadership Edge: TRXL 191
Kyle Morck joins the podcast to call out how AEC firms have misunderstood marketing, and what to do about it. From identity crises to proposal overload, we talk about how to build real differentiation and relevance before the RFP ever drops.
Summary
In episode 191, I sat down with Kyle Morck, a self-described “recovering marketer” in the AEC industry, to unpack how marketing has lost its way inside many firms. Kyle’s blend of agency experience and in-house leadership at Reynolds+Myers gives him a rare lens through which to diagnose what’s gone wrong and how we might course-correct. We talked about the marketing industrial complex, how commodification undermines strategy, and why leadership must rethink how they use marketing if they want to build real relationships instead of just chasing RFPs.
The episode isn't about bashing marketing, but rather a call to reclaim its original purpose in creating relevance, meaning, and connection. Ultimately, firms should be doing their most meaningful and valuable work, and that requires alignment with the right clients.
“We’re doing ‘marketing cosplay’—playing dress-up with tactics while ignoring the actual business strategy.” – Kyle Morck
Key Takeaways
Here are my top takeaways from the podcast episode. Then we'll get into the deeper analysis.
