When I was 19 years old, I made the bold decision to start my own business, selling my services and expertise to others. It was a leap of faith, fueled by passion and a determination to create something meaningful. Over the next 23 years, the business and I went on an incredible journey—an adventure filled with challenges, triumphs, and growth. Fortunately, the ups far outweighed the downs.

But as time went on, my priorities shifted. I realized that I found greater happiness in a different role—not as the leader of my own venture but as someone who could play a supporting role in helping others build their audiovisual businesses and careers. This article is inspired by that journey and a letter shared with me years ago, written by an AV industry leader to the owner of an emerging business. The wisdom in that letter resonates just as strongly today as it did then.

Great People, Great Results

At the heart of every successful AV business is a team of exceptional individuals. Your ability to attract and retain talented professionals is directly tied to the growth and respect your company achieves in the industry. However, talent alone isn’t enough—these professionals need an environment where they can thrive.

AV professionals are driven by more than just monetary rewards. They seek challenges, opportunities to innovate, and avenues for personal and professional development. A truly effective workplace nurtures this passion with mentorship, ongoing education, and recognition that goes beyond surface-level praise. Instead of token acknowledgments, leaders should take the time to understand and celebrate the complexity and creativity of their team’s contributions.

Advocating for the AV Industry

Despite its complexities, the AV industry is often undervalued compared to more traditional trades. This perception creates unique challenges for AV professionals and businesses alike, from pricing pressures to misconceptions about the work’s value. Organizations like AVIXA (Audiovisual and Integrated Experience Association) play a vital role in elevating the industry by providing standards, certifications, and advocacy. Leveraging these resources helps businesses demonstrate the expertise and professionalism required in AV.

By actively educating customers about the depth of skills involved—programming, IT, construction, and the constant evolution of technology—you can position AV as a unique and indispensable trade. Highlighting your alignment with AVIXA’s standards and certifications further validates your team’s capabilities, creating trust and appreciation among clients.

This shift not only strengthens customer relationships but also empowers your team to feel more valued and confident in their work.

Aligning Strategy with Tools and Talent

For a commercial AV business to thrive, strategic alignment is crucial. Effective marketing ensures your business stands out, even in a crowded marketplace. A well-rounded team, skilled across disciplines, provides the foundation for excellent service and innovation. And finally, investing in the right tools and technology for your target market ensures you’re ready to meet customer needs effectively and efficiently.

Recognizing the differences between markets—such as residential and commercial AV—is also key. While the technical expertise may overlap, the approach to selling, designing, and implementing solutions must be tailored to each audience. Your ability to pivot strategies and equip your team accordingly will be a defining factor in your success.

A Culture of Growth and Respect

When a business prioritizes its people, values its industry, and aligns its operations strategically, it fosters a culture of mutual respect and continuous growth. Respected professionals create exceptional results, build trust with customers, and elevate the company’s standing in the industry. This culture of excellence becomes self-sustaining, attracting more talent and driving ongoing success.

What Are Your Thoughts?

The audiovisual industry is constantly evolving, and there’s no one-size-fits-all approach to building success. What strategies have worked for your business? How do you prioritize your team, advocate for the industry, or align your tools and operations? I’d love to hear your insights and experiences.