Member Spotlight | Laurie Sperling
Posted by [email protected] on Mar. 8, 2021 / Subscribe 0
SMPS Member Spotlight – Laurie Sperling, HERA, Inc.
As President of HERA, Inc. since our inception in 1996, my role includes overall responsibility for the success and growth of the firm. That responsibility has increased from our start with 2 of us to our current staff of 33, with 6 locations across the country. With SMPS, I have always been a member of the awesome St. Louis Chapter. In past years I’ve served on the program committee, worked on CPSM exam enhancements and helped to expand educational opportunities for senior marketers – both members and non-members.
How many years have you been a part of the SMPS St. Louis Chapter? What has changed the most over the years?
Oh, well now I’m dating myself! My SMPS member number is 3023 -- I’ve been an SMPS member for more than 35 years. In these years, I’ve seen SMPS pivot, as it’s broadened its focus from mainly a Marketing Coordinator network and entry-level training organization to serve the whole marketing team as an inclusive educational leader, expanding opportunities to learn, collaborate, and celebrate all marketing and BD roles. Can you tell I’m a big SMPS fan?
After being a longtime member of the chapter, what reasons would you give someone considering SMPS to join the organization?
The STL chapter is on fire! With a Board focused on exceeding members’ expectations, our chapter has a solid history of great educational programs, networking events and creative connections. Particularly during the COVID-19 pandemic, the chapter has reached out in multiple ways to engage members. Those considering joining the organization will benefit from becoming an integral part of a community of thoughtful learners, willing to share success for all. The variety of programs and outreach ensures you will become engaged through one or the other. Our business is a tough one, and with SMPS, you are not alone.
Since you are retiring at the end of this month, what has been the best (and worst) changes you have witnessed in this industry since you started? How long have you been in this industry too?
That’s a really good question. The worst changes I’ve seen in the AEC industry has to do with business training. During my architectural education, we received little to no financial or business training. This omission did not serve our industry well, and many architects and architectural firms floundered and failed during recessions. The best changes are on-going - -expanding the types and uses of new materials in building; focus on sustainability, and the increased diversity of young architects and engineers coming into our industry – this bodes well for the future.
Throughout your career, has there been a professional motto or mantra that you have ascribed to keep yourself motivated or moving forward even when everything seemed impossible?
There are two strategies that have sustained me – as an architect, marketer and business owner. The first “Do the Right Thing”, sounds easy, but it takes determination when your path isn’t completely clear. We all know, deep down, what the right, ethical thing is, you just have to make up your mind to do it. Once you start on that road, it gets easier to continue to do the right thing, and to encourage others, through your actions to do the same.
The second, “They never taught us THIS in Architecture school” (whatever THIS was on a particular day) – reminds me through humor that even if I wasn’t experienced in an area of finance or law or business or psychology – all of which are useful every day – I could figure it out with research, collaboration and the ability to learn from my mistakes.
What are you looking forward to most about retirement? Do you have any big plans in store?
Booya! We have just received our vaccinations and are looking forward to spending time with our one-year-old grandson, Wyatt, who lives in California, as well as traveling the world. Our first planned trip, gifted to us by HERA as a retirement present, is a train adventure through the Copper Canyon of Mexico this coming October.
What did you do to keep busy and active during quarantine?
What do architects do? They work on their house! Actually, we did a lot of gardening outside as well as projects around the house. And baking – I have a great pumpkin ginger scone recipe if you‘d like! I’m a multi-tasker, so there are books begun, knitting started, jigsaw puzzle almost complete and piles to donate to Goodwill. I better finish these up before our traveling begins!!
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