Episode Title: From Industry Participant to Trusted Partner – Using Thought Leadership to Build Influence & Win Better Work
Guest: Alicia Brown – Director, New Doors
Curious how firms can win work without competing on price? Meet Alicia Brown.
In This Episode:
This episode features Alicia Brown, Director of New Doors, who works with businesses involved in the built environment to position themselves as the go-to partner — not just another contender.
We’ll explore how firms can use thought leadership and strategic storytelling to differentiate, build trust, and move from “being on the list” to “being the first call.” We’ll unpack what it really means to lead with ideas — not just credentials — and how smaller or specialised studios can stand out in competitive markets. From shifting mindset to building assets that attract the right clients, Alicia shares how influence and trust are earned long before a project goes to tender.
We dive into:
- Thought Leadership Unpacked – why it’s more than a buzzword and how firms can use it to demonstrate expertise.
- Beyond the Tender – practical ways to win work without being stuck in low-margin competitive bidding.
- Trust as Currency – how relationships drive success more than technical outputs.
- Personal Branding for Leaders – why finding your “piece of sunshine” is critical for career growth.
- The Australian Context – unique challenges (and opportunities) for marketing in architecture & construction.
Connect and Follow Alicia Brown:
LinkedIn: https://au.linkedin.com/in/aliciabrown-newdoors
Website: https://www.newdoors.com.au/
Takeaways:
- Why differentiation—not sameness—is the key to growth
- The role of trust and relationships in winning work
- Practical ways to turn expertise into thought leadership
- Why emerging leaders must find their niche (their “piece of sunshine”)
- Marketing isn’t just promotion, it’s strategy
Chapters:
00:00 – Introduction: Alicia’s journey into marketing for architecture
05:00 – Why strategy—not just social media—wins work
10:30 – The role of relationships and trust in the built environment
15:00 – Thought leadership beyond buzzwords
20:00 – How emerging leaders can build their personal brand
27:00 – Advice for builders, architects, engineers & QSs
35:00 – Marketing strategies that actually work in Australia
44:00 – Final insights & resources
Sound Bites / Quotes:
“Thought leadership is simply showing evidence of the expertise you bring.”
“Clients don’t buy drawings; they buy trust.”
“The firms that stand out are those who know who they are and who they serve.”
“Australians aren’t bad at selling—we’re just bad at selling ourselves.”
Referenced in This Episode:
- Hinge Research Institute – Thought Leadership Content Marketing https://www.linkedin.com/showcase/hinge-research-institute/
- Trust-based Selling – Charles Green https://trustedadvisor.com/books/trust-based-selling
- Architecture, Engineering & Construction (AEC- https://www.expertmarketresearch.com.au/reports/australia-architectural-engineering-and-construction-aec-market
LET’S BE CONNECTED