In the last issue we explored how Seattle's Gerry Gerron built a new architectural firm billing $9 million in less than three years. Our interview struck a nerve: Readers have since sought him out, questioned him about his journey, remarked on the inspiration he provides, even asked for a job! I described him as one of the exemplars of New Marketing. His unbridled joy in serving existing clients, and his passion for retaining them, embodies one principle of New Marketing.

In this issue we consider three more principles-"tight focus on targeted markets," "constant training," and "intense team work"-and how they are realized at one incredible construction firm headquartered in Redwood City, Calif., that has grown revenues to $1.3 billion in less than nine years. Among many unique programs, the firm exposes employees to between 110-120 hours of "training events" every year and has a number of strategic alliances in place. The firm was founded on the principle of innovation and the commitment to continuous improvement. From its inception, the firm set out to challenge customary practices and to re-examine the relationships between contractors and owners, developers, and designers.

DPR Construction is the firm's name, formed by the first initials of its three founders-Doug, Peter, and Ron. And you are unlikely to forget the name-heralded recently in Fast Company, this firm seems to be doing everything right. CEO Peter Nosler shares DPR's success strategies in Flying with Eagles, our interviews with those who have helped build and sustain the really great firms. In our exclusive interview, Peter Nosler visits with Dennis Paoletti. Recently elevated to the prestigious AIA College of Fellows, Dennis is the head of Paoletti Associates, Acoustical and Audiovisual Consultants based in San Francisco.

Former stage actress Carol Doscher shares her success strategies, too, in this issue, in "High Touch over High Tech." A popular speaker at the SMPS National Marketing Conference, Carol heads New York City-based Graceworks, which consults with firms to improve their presentation performances by stressing what she calls "The Human Connection." Carol reminds us that the success of a presentation is not measured by the sophistication of the media or technology employed but by the degree to which the presenters connect with the prospective client.

Karin Doucette also reminds us of some basic truths in "Defining Vision and Selling Lobsters." Marketing manager for Geomatrix Consultants, geotechnical and environmental engineers in San Francisco, Karin argues that marketers too frequently complicate the marketing effort with internal processes and elaborate tools that obscure a firm's image in the marketplace. She discusses strategic planning in terms of fostering a marketing vision that will help position your firm and make it distinct in the perceptions of your clients.

On another Bookshelf, J. Rossi reviews The 22 Immutable Laws of Branding. A new vice president of HLM Design, the architectural and engineering firm that "went public" earlier this year, J. critiques what may become another classic in the field. She appreciates the way it elucidates the principles of branding-a subject that has stirred much debate in the marketing establishment-and its "laws" on such subjects as expansion, contraction, publicity, advertising, and "the word."

For that next long plane ride, I think it is the (almost) perfect companion.

Randle Pollock, FMP, is a senior associate and manager of project development for Heery International, a group of professional service practices specializing in architecture, engineering, program management, and construction management. Based in Houston, Texas, Randy can be reached by phone at 713-439-8500 or e-mail at rpollock@heery.com.