When Screens Watch Back: What AV Manufacturers Must Get Right About AI‑Enabled Digital Signage
Tunnel vision is a common pitfall in leadership. Many professionals become so focused on immediate goals, operational challenges, or their own experiences that they struggle to see the bigger picture. This narrow perspective leads to missed opportunities, ineffective decision-making, and a disconnect between leaders and their teams. Without a broader viewpoint, leaders risk making short-sighted choices that limit innovation, collaboration, and long-term success.
How can leaders expand their perspective to make better decisions, inspire their teams, and drive meaningful progress?
Great leaders don’t just rely on their viewpoints—they actively seek diverse insights, consider multiple angles, and challenge their assumptions. Expanding perspective leads to more informed, empathetic, and strategic leadership.
Here’s how leaders can cultivate perspective in their daily leadership:
When leaders expand their perspectives, they make more thoughtful, strategic, and effective decisions. Teams feel more understood, leading to increased engagement, trust, and collaboration. Organizations benefit from well-rounded leadership that embraces innovation, mitigates risks, and stays ahead of challenges. Ultimately, leaders with a broad perspective inspire stronger teams and drive sustainable success.
Consider Emily, a senior partner at a consulting firm. When a client proposed a radical new approach to project delivery, Emily’s initial reaction was skepticism. Her experience told her that traditional methods worked best. However, instead of dismissing the idea, she paused to gain perspective.
She gathered input from her team, researched industry trends, and consulted clients experimenting with similar strategies. With this broadened viewpoint, Emily realized the potential benefits of adopting her firm’s approach. She implemented a pilot program that improved efficiency and positioned her firm as an industry innovator.
Had Emily relied solely on her initial perspective, she might have rejected an opportunity for growth. By embracing multiple viewpoints, she transformed a challenge into a competitive advantage.
Perspective is a leader’s greatest asset. The ability to step back, seek diverse insights, and think beyond the immediate moment separates good leaders from great ones. By broadening your view, you unlock new opportunities, strengthen relationships, and make decisions that create lasting impact. Leadership gold isn’t found in certainty—it’s discovered in perspective.
As an architect by training (BS Architecture, Cal Poly SLO) and a collaborative technologist with four decades of practice, I’m passionate about mentoring the next generation of AV professionals at the intersection of technology, strategy, and leadership. I have been active in AVIXA since 1986 and served on the national board from 1993–2000. I am a Fellow of the Society for Marketing Professional Services (SMPS) and an Associate member of the American Institute of Architects.
I serve as Director of Digital Experience Design at Clark & Enersen, a 200-person interdisciplinary architecture and engineering firm, where I lead the planning and design of integrated audiovisual and digital experience environments for higher education, healthcare, and research clients.
In parallel, through my personal advisory practice at CraigPark.Company, I counsel AEC and technology organizations on business strategy, collaborative design and delivery, and growth leadership.
My expertise spans systems design, integrated building technology planning, and strategic business development. I bring an award-winning, B2B design-thinking approach developed through leadership roles with national AEC and technology firms.
Across both institutional and consulting roles, I have led marketing and growth strategy, designed future-ready learning and simulation environments, and helped organizations implement AI-powered tools that scale expertise and performance.
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