The Architecture of Vision: Leading Your Professional Practice


Leadership and vision—two important characteristics of a successful firm and business strategy. But do you know how to truly apply them as you advance in your career and support your firm’s business? It’s a challenge many A/E/C leaders face—and one we’ll cover in our September webinar.

In doing research for their new book, The Architecture of Vision, our presenters interviewed 25 A/E/C industry leaders and developed best practices to help you define your personal vision and leadership attributes and apply them where they’re needed most—using innovation, inspiration, and integrity.  Join us online in September and discover the tools and insights to help you apply these concepts to your personal professional development.

 Learning Outcomes:

  1. Attendees will be able to appreciate the breadth and depth of challenges faced by leaders in A/E/C firms.
  2. Attendees will be able to articulate and evaluate the leadership styles present in their organization.
  3. Attendees will be able to apply lessons to developing their own leadership styles to develop a personal and professional vision for themselves and their firms.

Cosential - CRM and Proposal Generation for AEC

SMPS webinars are sponsored by Cosential

Barbara Shuck, FSMPS, CPSM

Barbara Shuck, FSMPS, CPSM, is president of Everest Marketing Services. She uses more than 25+ years of A/E/C expertise to help individuals and companies focus on what it takes to understand, evaluate, and develop leadership success. Barbara has worked for general contracting, engineering, construction management, and architectural firms across many levels of leadership, and speaks regularly in industry organizations on the topic.

Having presented to more than 200 audiences in-person and virtually, Barbara knows how to connect with audiences and provide engaging, interactive learning experiences. In addition, she has taught workshops for numerous design and construction associations, (ACEC, AIA, SAME, ENR, PSMJ, APWA, and SWE), and in college classrooms and online. She is a past-president of SMPS and sits on the board of trustees for the SMPS Foundation. Barbara Shuck’s book, titled The Architecture of Vision: Leading Your Professional Practice, is scheduled for release in summer 2021 and was co-authored with Craig Park.

Craig Park, FSMPS, Assoc. AIA

Craig Park, FSMPS, Assoc. AIA, is an award-winning and nationally-recognized thought leader on strategic marketing and business development. Craig is a principal with international engineering and technology company, NV5 and leads their southeast regional technology practice.

Craig is a past-resident, Fellow, and Distinguished Life Member of SMPS. He received SMPS San Francisco’s 2005 William Hankinson Lifetime Achievement Award and the SMPS Weld Coxe Marketing Achievement Award in 2007.

Craig is a prolific author and speaker on the topics of technology, marketing, and practice management. He has published two books on professional service practice: The Architecture of Value: Building Your Professional Practice and The Architecture of Image: Branding Your Professional Practice His third book, co-authored with Barbara Shuck, titled The Architecture of Vision: Leading Your Professional Practice, is scheduled for release in summer 2021. Craig also contributed to two books published by SMPS: The Marketing Handbook (3rd Edition) and Business Development – The Decade Ahead.

SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

Per-Site Registration Fee*  

SMPS Member Site Registration: $199

Nonmember Site Registration: $259  

*Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!

  • Register
    • Non-member - $259
    • Member - $199
    • *Further discounts may apply once you log in.


The Architecture of Vision: Leading Your Professional Practice
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