Each week we gain more perspective on commercial integration by profiling industry pros.

This week we talk with Michael Boettcher, Advanced AV‘s president.

How did you become involved in commercial integration?
Somewhat of an accidental encounter. I was looking for stability in a growing company with a friendly culture, and just happened to receive a call about an opportunity here. The rest, as they say, is history.

What is something special you bring to your position?
In this industry, we seem to go through very prominent ebbs and flows of business activity, which is mirrored by emotional relationships and interactions among employees. Through many years of development in the services sector, I am able to bring an even keeled perspective to these interactions.  Managing the highs and lows of those emotions helps keep the decision process grounded and the stress level in check. 

Is there a particular book that has inspired the way you approach business?
I wouldn’t say any book in particular, but more like a nugget or two from many different books that have helped along the way. Jim Collins is a popular read with a few different offerings, and the concept of developing decision making from within the organization as opposed to from the top down is a great one. Jack Welch has some interesting discussions on how and where ideas develop, and how to foster those ideas with buy in from the staff. 

Photos: Advanced AV Projects

What business practices can integrators learn from other industries? (e.g. customer service from the 5-star hotel industry)
Not really a shocker, but we need to pay attention to the IT channel and how they bring their services to market. It is a bit of a mind shift as to how an integration project evolves, and is quite different than what we are used to from a facility level. It is funny that you already mentioned customer service and the hotel industry. I recently used a similar example in a company newsletter, which generated lots of reaction internally.  There are many different resorts/hotels/cruise lines/etc. to choose from, so what drives that selection, and what brings you back. The core features are the same, but it is the little things that make the difference. Don’t lose sight of those. 

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