In the 61st edition of Commercial Integrator’s #AVLivingLegends series, we spotlight Doug Carnell, chief business officer at CTI.
Carnell’s career in AV has been defined by his passion for technology, his commitment to mentoring others and his ability to build lasting relationships. From his early days working for a small integrator to his leadership roles at AVI-SPL and CTI, Carnell’s journey is indeed a testament to the power of learning and the importance of staying connected to the people who shape your career.
With a career that’s already spanned more than three decades, it’s clear that his impact on the AV industry is far from over. In this interview, Doug Carnell reveals the biggest influences on his AV journey and underscores the importance of taking the time to listen to colleagues, clients and mentors. Read on to learn more about Carnell’s career trajectory.
And if you’d like to read even more coverage relating to our #AVLivingLegends, check out our hub page. It includes direct links to every living legend!
Commercial Integrator: What motivated you to join the commercial AV industry?
Doug Carnell: My introduction to the AV industry was right out of high school. I didn’t follow the traditional route of college right away but found myself drawn to technology and its ability to transform the way we do things. I’ve always been fascinated by how technology can make things quicker and more efficient. It became part of who I am. I started out working for a small integrator, spending nearly 20 years learning every facet of the business — from sales to operations and even live events. I was learning by doing, and that hands-on experience became the foundation of my career. But what really motivated me to stay in the industry was the people. The AV community is filled with incredible individuals, and the relationships I’ve built along the way have been a huge part of why I’ve remained engaged for over 30 years.
Commercial Integrator: What has kept you motivated and engaged in the decades that followed?
Doug Carnell: What has kept me motivated for all these years is the chance to continuously learn and mentor others. I’m a firm believer in servant leadership — I’m right there in the trenches with my team, helping to pull the sled. That philosophy has kept me grounded and connected to the work.
More than anything, though, I have to enjoy what I’m doing. AV has always been fun for me, and that excitement has never waned. I truly believe that when you enjoy what you do, you’re naturally better at it. The combination of having fun and working with a community of like-minded people has been my driving force for decades.
In my current role as the chief business officer at CTI, I continue to focus on the most important part of our company — its culture. I help execute the company’s key strategies by focusing on our most important asset — our employees. In fact, I help work with our talented RVPs and Directors across the country to reach our goal of becoming one of the best integrators for our customers. I get to work and learn alongside our executive teams as we continue to grow and provide our customers with great experience.
Commercial Integrator: Reflect on your role as both a mentee early in your career and as a mentor later in your career. Who helped shape the trajectory of your professional life? How have you tried to help shape others’ careers?
Doug Carnell: Early in my career, I was fortunate to have a series of mentors who taught me the ropes. Every boss, colleague and peer I worked with offered something valuable. I’ve always believed that knowledge is painful — you learn by doing. That’s often where the real lessons come from. I’ve had the privilege of learning from some of the top professionals in the industry, and I try to pass that knowledge on to the next generation.
As I’ve grown in my career, mentorship has become a big focus for me. I want to be there for those who are eager to learn, just as my mentors were there for me. One standout moment in my career was during my time at AVI-SPL. The CEO gave me an invaluable piece of advice: “This is a blank canvas — paint it however you want.” That level of trust and freedom to lead helped me develop as a leader. I try to give the same sense of autonomy and support to the people I mentor today.
Commercial Integrator: What’s the most memorable story/anecdote of your career in commercial AV?
Doug Carnell: One of the most memorable periods of my career was at AVI-SPL when I transitioned from a sales role into the position of chief operating officer. It was a daunting task, managing a large organization with 26 independent offices. At first, it felt like trying to solve an incredibly complex puzzle. But the solution, as I soon realized, was in focusing on people, not just systems.
Leading the company’s international expansion was another highlight. We established an office in Europe and acquired a company in Canada, which was a huge moment for both me and the company. It was exciting to see how AV could make an impact on a global scale, and I’m proud to have been part of that growth.
Commercial Integrator: What has been your greatest professional accomplishment to date?
Doug Carnell: My greatest professional accomplishment isn’t tied to any single project or title. It’s the relationships I’ve built over the years. The fact that I can still pick up the phone and have meaningful conversations with former bosses, colleagues and even competitors is something I value deeply.
Those relationships have been the foundation of my success in this industry. I’ve always believed that if you treat people well, the business side of things will naturally follow. That focus on building strong, genuine connections has helped me navigate the challenges of the AV industry and fostered trust within my teams.
Commercial Integrator: What has been your biggest professional regret to date?
Doug Carnell: Early in my career, I think I lacked emotional intelligence. I was so driven and passionate about what I was doing that sometimes I lost sight of the bigger picture. I was focused on growth — both personally and for the business — but I wasn’t always considering the long-term development of the people around me.
That’s something I’ve worked hard to change. I’ve shifted my focus to developing others and fostering a more thoughtful, long-term approach to leadership. It’s been a critical evolution in my career, and it’s something I continue to work on today.
Commercial Integrator: What’s the best advice or pearl of wisdom you either received during your career or came to realize on your own?
Doug Carnell: One piece of advice that’s stuck with me is the idea that you have two ears and one mouth — listen more than you speak. I’ve found that truly listening to others —whether it’s clients, colleagues or team members — can make all the difference. It is amazing how many problems you can solve or avoid simply by taking the time to listen. It’s a lesson I’ve had to learn over and over again throughout my career, and I think it’s one of the most valuable insights I can offer to anyone starting out in this field.
As I look ahead, I remain focused on the future — both for myself and for the next generation of AV professionals. I haven’t reached my potential yet!
Would you like to nominate a peer or colleague — or perhaps yourself! — to be featured in this #AVLivingLegends series? If so, just email Dan Ferrisi, group editor, commercial and security, Emerald, at [email protected].