What does the CSO role look like at smaller companies, such as an engineering firm? It’s hard to put a number to the dedicated role of a CSO when it needs to be created, but perhaps we can start at a range of 25 to 75 employees for the consideration of creating the role. Perhaps around that range, the CSO role is added to an existing role (such as a department head or COO), but someone needs to be thinking about strategy development in addition to the CEO.
But why is this so critical for engineering firms? The answer is simple: Focused expertise. Let’s look at what others are noticing about engineering and construction (emphasis mine):
As firms grow, many engineering firms lose track of their original advantage. In an effort to “stabilize” and become less “risky” they diversify their portfolio, services or markets.
Do engineering firms need a CSO? I believe so. As the quotes from the Marketing Handbook indicated above, “[M]any design firms are themselves not designed.” As firms grow, many engineering firms lose track of their original advantage. In an effort to “stabilize” and become less “risky” they diversify their portfolio, services or markets. Below are some ways this becomes apparent.
Marketing:
Financially/Work Product:
Employees:
So based on the above, what is the role of the CSO at the engineering firm (or architectural firm)? If I were to create a role description, here is what would likely be in it:
At a small firm, the CSO likely wears a designer hat (part-time role), while at larger firms the CSO may need a “Strategy Team” to help him/her complete the above tasks (e.g., Mayo’s new department description from last month’s column). Either way, somebody needs to be engaged/tasked with developing strategy regularly. This ongoing strategic development is necessary in order to think through holistic solutions that actually solve problems instead of putting Band-Aids over them. As George Marshall said, “Don’t fight the problem, decide it.”
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Christoph Lohr, P.E., CPD, LEED AP BD+C, is the vice president of strategic initiatives at IAPMO. All views and opinions expressed in this article are his alone. Have some thoughts on this article? Contact Christoph at christoph.lohr@iapmo.org.