Kraus-Anderson Strategic Planning Update: Our USP
By Tom Emison, Vice President of Strategy and Innovation, Kraus-Anderson Construction Company
“Always remember you’re unique.” Just like everybody else.
I heard Garrison Keillor say that one night during his broadcast of A Prairie Home Companion. You have to hear it twice, or read it twice, to get the meaning.
Construction companies need to consider Mr. Keillor’s wisdom when it comes to being truly different. I have worked with and consulted for several dozen real estate, construction and A/E firms over the years, and all of them claim to be unique. They cite personal service, attention to detail, safety, market focus and innovation. But if everyone is making the same claims, who is actually different? How much of this so-called uniqueness is real versus spin?
In the summer of 2016, a small team set out to answer that question from within Kraus-Anderson. What principles and practices make us genuinely different, without the spin?
For us, this process was about authenticity, not happy talk. We reviewed the 2015 Voice of the Client study, which provided positive insights into our brand as well as candid criticism. We worked with key functional leaders, market-sector leaders and location leaders. Then, we put it in writing: a clear, relevant statement that captures what sets Kraus-Anderson apart.
We developed this statement primarily for clients and project partners, while also considering prospective employees. The goal was not a snappy tagline. It was a comprehensive statement that could support recruiting and pursuit efforts. What we found was that three factors make a difference for clients and prospective clients.
Kraus-Anderson is an integrated construction management and real estate development enterprise dedicated to building enduring relationships and strong communities. Team members are trustworthy, inspired, collaborative, accountable and grounded in Midwestern ingenuity. From concept to completion, the team delivers extraordinary solutions to clients. The organization promises:
- Insightful real estate development from an owner’s perspective.
- Exceptional preconstruction ingenuity, project execution and project closeout through a single point of contact.
- Passionate and proactive people, exceptionally well trained through in-house KA University, who are anchored in family and community and who love their work. That commitment to professional growth continues through programs such as the Leadership Development Program.
These differentiators reflect an integrated approach to real estate development, construction and community involvement. They also reflect the relationships that shape our work and the people who carry it forward.
Turns out that after some good internal poking around, we are not like everybody else.
These differentiators reflect an integrated approach to real estate development, construction and community involvement. They also reflect the relationships that shape our work and the people who carry it forward.
Turns out that after some good internal poking around, we are not like everybody else.
CATEGORY: Innovation