Five Marketing and BD Lessons Learned from the Olympics

Gold Medal Mindset: Olympic-Inspired Lessons for AEC Marketing and BD

As a longtime fan of the Olympic Games, I find myself constantly inspired by more than just the medal count. The Olympic spirit—rooted in passion, perseverance, and purpose—offers countless lessons for how we approach our work. Especially in marketing and business development, the same qualities that define the world’s greatest athletes can shape elite strategy and execution.

Here are five Olympic-inspired lessons every AEC marketer and BD professional can apply:

Know Your Strengths (and Weaknesses)

Olympians don’t try to do it all. They specialize. Marathoner Eliud Kipchoge doesn’t dabble in sprints—he dominates where his talent shines brightest. In the same way, your firm should know exactly what it does best—and focus BD energy there.

• What’s your firm’s sweet spot?

• What are you uniquely positioned to deliver?

• Where are you stretching beyond your edge, and is it worth it?

Know Your Competition

Just like the U.S. Women’s Soccer Team analyzes game film to understand opponents, AEC firms should track who else is winning the work they want—and why. Competitor intel is a BD advantage.

• Study your competition’s positioning, projects, and pitch tactics

• Don’t underestimate unknown players—dark horses can surprise

• Learn from their wins, but also from their gaps

Set Clear Goals

Olympians don’t train aimlessly. They set SMART goals—specific, measurable, attainable, realistic, and time-bound. Your BD plan should be no different.

• Define both short- and long-term milestones

• Celebrate small wins on the path to bigger ones

• Stretch goals keep you pushing; reachable goals keep you grounded

Assess and Adjust

Even the most promising path isn’t guaranteed. Just ask Paralympic champion Pal Szekeres, who pivoted his fencing career after a life-changing injury—and went on to win six medals in a different arena.

• Review your plan regularly

• Adjust your strategy when the landscape shifts

• Reprioritize based on performance, feedback, and opportunity

It Takes a Team

Gold medals aren’t won alone. Relay teams, training coaches, and even prelim swimmers who make finals possible—all contribute. In BD, the same is true.

• Celebrate the folks behind the pitch—marketers, subject matter experts, support staff

• Build cross-functional teams for pursuit strategy

• Share the wins and spread the credit

And Beyond That…

The Olympics also remind us to:

• Celebrate the big wins

• Lead with integrity and humility

• Take pride in showing up fully as ourselves

As the Games come to a close, let’s carry that spirit with us. Let it fuel the goals we set, the stories we tell, and the connections we build. Marketing and BD may not earn you a medal, but it can absolutely set your firm apart on the podium of trust and credibility.