The Best Way To Predict The Future Is To Create It
As we move into this new year, I wanted to take some time to share reflections on the past year and what I am looking to create for our future of tomorrow.
Uncertainty is more certain than ever:
For most businesses (and family budgets), forecasting these days feels near impossible. Going into 2020, my core business and primary client sector were in representing tenants and landlords in the office market.
The brokers, architects, and all of the tangential services/products that serve this sector saw a massive disruption in deal flow while the world went into a giant PAUSE. I made calls daily to check in on folks, to see if they were safe, healthy, and sane. Sometimes the answer was no, but most often, it was a heartwarming call about what was important.
While we held our breath for a bit to observe what was happening, we eventually stepped up to the plate, and we made some moves.
Risk & Pivot:
My business advisor was wise enough to remind me that there is an opportunity in every crisis, and I needed to decide what to do with the abundance of opportunities. In other words, since I could not predict the future, I had to CREATE IT.
I was told that I could be “calculating” by a former boss. Back then, it was negative, but as a business owner now, it serves me quite well. Reframe: I am strategic and willing to take risks if I have calculated both the upside and the downside of both action and inaction. I tend to air on the side of action, knowing that I am also resourceful and resilient.
The ability to persevere despite the perceived setback allows you to learn and grow from every situation. Adaptability is the next required mindset. To that end, we started targeting additional sectors aside from office – we started getting more industrial and residential opportunities and moved into construction loan monitoring services. I also started these quirky selfie site visit videos that have been a hit and have brought a wider and more engaged audience.
Gratitude:
The Common Area is supported by a team of folks that jumped into action with me.
Marketing firm Velocitas created the foundation of marketing materials, social media, and email marketing for us.
Team member Zahra stepped up to the plate to overhaul our website and take the reins on social media. She has also been relentless in helping me set up meetings with new connections and prospects.
Arturo was a critical addition to help us serve nonprofit client World Trade center Miami and introducing me to new vendors.
Steady leader Donna has been instrumental in guiding several projects this year and helping establish our entry into new services. Her technical expertise and experience have served her well, and I am deeply grateful to work with her.
Rebecca allowed us to enter the Central/North Florida markets, and her support to me on projects and proposals has helped that deal flow continue, and she has kept me sane and INSPIRED.
Allen is helping to supervise a staircase build that became a mission-critical task for a long term client.
I am incredibly proud of our industry for showing up to the world when it mattered. Being an essential business meant we had to take some risks. We had to make some sacrifices and persevere through delays, changes to permitting processes, and challenges to our supply of materials and labor.
I love to build relationships that become bridges, and I am generous with time, energy, and support to my community. To squash my anxiety, I was able to lean into the things that were in my control.
So much change and so much to look forward to.
Maureen Mascaro