THE EAST SIDE
Editorial comment from Steven A. East President
of CSM Group
“What makes CSM Group different from other
construction management firms?"
That’s a simple question I’ve been
asked more than a few times. Of course, over
the years I’ve developed a rather pat answer
that goes something like this: As one of the
largest construction management firms in Michigan,
we’re a talent-based professional services
firm, and we’re construction management
specialists. We’re different because of
the professionalism and enthusiasm displayed
by our people at every level, on every project.
I call that my “backyard barbecue speech."
Now, I assumed that since the vast majority
of our staff deals with customers, clients and
contractors every day, they, too, would have
developed a similar answer over the years. Quite
simply, I was wrong.
This came to light not long ago after we hired
a firm to conduct a communi-cations audit of
our company. When they asked key staff members
that very same question, replies varied in specificity,
length, priorities and style. In fact, few could
present a clear, concise and compelling statement
of how CSM Group is different.
I was stunned. And I made remedying that situation
a top priority. What did we do?
 We created a laminated, wallet-size card for
each employee to carry with him or her at all
times, and we asked that they read it over until
they could almost recite the words in their sleep.
Our intention wasn’t to create a bunch
of robots that could mindlessly utter a stock
answer to a wide-open question; it was to encourage
our people to provide a common answer to a fair
question.
Written on one side of the card is our “positioning
statement," which basically says who we
are, what we do and why we’re different.
The other side lists the five keys to our uniqueness,
such as “we seek out ‘A’ players,
invest in them, develop their abilities and empower
them to maximize their potential," “we
will never sacrifice the owner’s trust
or our reputation for short-term benefits," and “we
don’t benefit from anything that doesn’t
benefit the owner." (I like all of them,
but the last one is my favorite.)
So now the question is, Has it worked? I think
so, but you’re probably in a better position
to judge than I am. My guess is they’ll
be able to tell you. But the real measure of
success is when they show you every day—on
the job, off the job, in their work, in their
actions and in their attitude. That’s when
you see how different CSM Group really is!
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