Mission Possible: Life-Long Learning
Sally A. Handley, FSMPS, President, Sally Handley Inc.
Any professional design firm seeking to improve its competitive edge in the marketplace must read "Architect's Essentials of Professional Development" by Jean R. Valence.

Valence makes the case that structured in-house professional development programs will give firms and individuals an indisputable advantage over their competitors.

Valence starts with the basic premise that "The desire to enhance people's physical surroundings, and the responsibility for protecting the public health, safety, and welfare demand professional growth." Taking courses, attending seminars, and independent reading are among the methods individuals within a firm employ to learn and fulfill continuing education requirements. Valence argues, however, that a proprietary professional development program, designed by a firm, reflecting its culture and focused on its clients and their markets, will deepen the firm's value and set it apart from the competition.

Developing and implementing a proprietary professional development program is, without saying, no small undertaking. The real value of the book lies in its step-by-step guidelines. Valence seems to have left no stone unturned in helping her readers to take on this daunting task. From sample survey questionnaires to determine areas of interest, to evaluation forms to assess what works and what doesn't, the author provides the ordered approach necessary to succeed.

The book explores traditional approaches to learning that can be utilized in an in-house program. Perhaps one of the most effective, but often overlooked, educational tools is the "lessons-learned" process that takes place on every project every day. Valence demonstrates that firms can actually organize their projects as "deliberate" learning experiences that are shared with the entire firm. In addition to advancing technical knowledge, "lessons-learned" sessions on actual firm projects can yield tremendous insights into client- and market-specific issues, resulting in a distinct "competitive edge."

One of the most helpful features of the book is the author's use of case studies. Valence researched and interviewed a wide variety of firms ranging from sole proprietors, who crafted their own structured plan for learning to large firms who have won AIA Continuing Education Awards. Reading about their experiences provides insight into their success and inspiration for anyone just starting out.

Throughout the book, the author's gentle, nurturing tone is omnipresent. Ms. Valence, the ultimate coach, includes examples of approaches that failed and programs that faltered before they ultimately succeeded, providing consolation and encouragement to anyone struggling to implement a professional development program in their own firm. (And by the way, the book itself is a continuing education opportunity, with questions and learning activities that can be submitted for continuing education credit!)

While specifically geared to architects, this book equally applies to anyone whose success depends on continuing education. CPSMs can certainly benefit by crafting their continuing education around a specific learning initiative, such as Proposal Writing or Market Research. Instead of simply collecting CEU credits for whatever programs are available, why not set some education goals for yourself and design an educational experience that will improve your marginal skills and enhance your knowledge in areas where you've never scratched below the surface? And what about the "been-there-done-that" senior marketer looking for his/her next big challenge? This book may be just the ticket to inspire you to initiate a proprietary professional development program in your firm as a means of adding to your own value and sharpening your firm's marketing edge.

This book is available from the SMPS Bookstore at http://store.yahoo.com/marketing-resource-center/ws-493.html, $30 plus shipping and handling, ws-493.

About the Author

Sally A. Handley, FSMPS, is president of Sally Handley Inc. (www.sallyhandley.com), a marketing consulting, training, and staffing firm specializing in the A/E/C industry. Recipient of the SMPS New York Chapter Year 2000 Marketing Achievement Award and the 1998 SMPS National Chapter President of the Year Award, Sally is an adjunct faculty member of the Pratt Institute. Co-author of Charting Your Career Path: Opportunities for Professional Services Marketers in the 21st Century (SMPS), Sally can be reached at 973.777.7434 or sally@sallyhandley.com.

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