Strategy meets execution
At The Flamingo Project, we believe strategy isn’t just something executives do behind closed doors—it’s something leaders at every level learn, live, and grow into. That’s the ethos behind our LeadForward program, a monthly mentoring series where emerging and established marketing leaders gather to sharpen the skills they need to thrive in the next era of AEC.
In May, we turned our focus to one of the most important—and most overlooked—leadership capabilities: financial acumen.
This month’s guest mentor was Larry LeMaster, CPA and former COO/CFO of several national and international AEC firms (fun fact: he’s also a writer and actor). With his signature humor and clarity, Larry brought decades of operational leadership to the room and asked one big question:
“How are we going to pay for it?”
“It’s not a budget, it’s an investment. Want to grow in healthcare? That’s not just a market priority—it’s an allocation decision.”
— Larry LeMaster
Strategy is about more than big ideas. It’s about execution. It’s about investment. And too often, Larry noted, teams jump from vision to tactics without first identifying the cost of getting from A to B—whether that’s entering a new market, launching a new product, or hiring for growth.
His advice? Treat strategy as a deliberate investment portfolio, not a to-do list.
At one of his former firms, Larry helped implement a process in which a fixed percentage of revenue was reserved each year for strategic investments. Market sector leaders could access that fund, but only if they presented a clearly defined growth plan. The structure allowed for bold moves without derailing the firm’s financial foundation.
The top-down and bottom-up method
One of the most powerful reframes from the session came during the discussion around alignment. Sarah Kinard offered this perspective: “I like the bottom-up and top-down approach. It can marry the annual business plans to the greater strategy.”
This is where many organizations lose traction. Executives set direction, but the people delivering work every day—in marketing, operations, or project leadership—aren’t always engaged in shaping the path. Participants explored ways to reverse that pattern by building lighthouse leadership: empowering mid-level professionals to light the way forward.
Whether through targeted focus groups, pilot initiatives, or pairing executive leaders with emerging ones on short-term strategy teams, this co-creation approach builds buy-in, trust, and momentum.
Building for succession: confronting the missing middle
As the conversation evolved, another strategic blind spot emerged: succession planning.
Many AEC firms find themselves with a generation of seasoned leaders and a promising group of early-career talent—but no bridge in between. This “missing middle” threatens long-term sustainability, especially when growth plans depend on new geographies, services, or expanded leadership capacity.
“You want your firm to exist after you retire? That depends on who you’re preparing now.”— Larry LeMaster
The leadership readiness gap
According to McKinsey, more than 50 percent of middle managers say they’ve been given greater responsibility in the past two years, but fewer than 30 percent feel adequately trained for leadership. The gap is real, and it’s growing. The participants shared several tactics firms are using to close that gap:
- Embedding rising stars on short-term strategy teams
- Pairing senior leaders with junior talent on pilot projects
- Creating leadership readiness models based on core values, not just revenue generation
How The Flamingo Project helps firms
This month’s LeadForward session reaffirmed what we see every day: success isn’t just about making the right decision—it’s about preparing the right people to make decisions with you.
- Facilitate growth planning that is inclusive, data-driven, and actionable
- Conduct research to uncover the right growth opportunities
- Deliver market intelligence that answers questions about your competitive position
- Coach marketing, business development, and operations leaders in strategic planning and execution
When you’re ready to move forward with clarity and confidence, we’re here to help lead the way.
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