June 8, 2009—Houston—In 2008, the SMPS Foundation commissioned Origin to complete a research study concerning qualification packs produced by companies in the built environment industry. After presenting its findings to the SMPS Southern Regional Conference in Oklahoma City, Oklahoma, Origin Partner Shawn Collier took the show on the road, bringing the findings to local SMPS chapters in Austin, Texas and Columbus, Ohio.

In “Qualifications that Break Away from the Pack: Essentials of Differentiation,” Collier guides marketing professionals through both methods and best practices of differentiation—leading them to answer the question: “What makes my firm different?”

While the research and presentation are targeted specifically to marketers of professional services, they contain truths for marketing in any industry, particularly during difficult economic times. “It’s gratifying to take what we’ve learned intuitively through our work within the built environment, back it with research and share it with the members of SMPS,” says Collier.