I recently had the chance to hear Chris Do speak. If you don’t know Chris, he’s the founder of The Futur, a business education platform best known for helping creatives build sustainable, profitable businesses. But don’t let the ‘creatives’ part put you off. The principles he teaches apply just as much to construction, and I want to share some take aways with you.
Here are seven things he said that stuck with me — and my honest take on each one.
1. Brand ROI isn’t just about revenue—it’s the 5 Rs
Chris outlined five ways a brand pays you back: Reputation, Relationships, Revenue, Retention, and Renewal.
My take: I loved this because so many business owners, especially in construction, measure marketing success purely on dollars in the door. But your reputation opens doors before you even knock. Relationships keep clients coming back. Retention means you’re not starting from scratch every month. Renewal means your business stays relevant. If you’re only looking at revenue, you’re missing most of the picture.
2. Social media is your résumé
Chris was direct: if you’re not visible online, you don’t exist to a huge chunk of your potential market.
My take: This is something I say to my construction clients all the time. You can do incredible work, but if your online presence is non-existent or looks like it was built in 2009, it undermines everything. Your social media and website aren’t just marketing—they’re your credentials. They’re what prospective clients see before they ever pick up the phone.
3. Have the courage to be disliked
Chris didn’t mince his words: trying to please everyone is a fast track to invisibility. He said we need to look for that point of difference and dare to agitate with the caveat that we should always punch up, not down.
My take: This one hit home. When you try to appeal to everyone, you end up appealing to nobody. A clear point of view, even a polarising one, attracts the right people. The clients who get you will love you. The ones who don’t? They probably weren’t the right fit anyway. It’s better to have ten clients who genuinely value your work than fifty who don’t.
4. Be meaningfully different—the best story wins
You don’t need to be 1,000% better than your competitors. You just need to be 1% different in a way that matters to the right people. Chris illustrated this superbly by looking at some well-known brands.
My take: Honestly, this is reassuring marketing advice. You don’t need a revolutionary offer. You need a compelling story about why you’re the right choice for your specific audience. For construction businesses, that might be your niche, your process, your values, or your track record. Find the thing that makes you meaningfully different and then say it clearly and often.
5. Be aesthetically discerning—your visuals are doing more work than you think
More than 50% of the brain is dedicated to visual processing. How something looks affects how trustworthy, credible, and competent it seems, often before a word is read.
My take: An outdated, cluttered, or amateurish website doesn’t just look bad— it actively signals to potential clients that you might not be the best person for the job. That’s obviously not fair, but it’s how brains work. Visual quality communicates competence. This is why I always tell clients that your website copy and your website design need to work together. One without the other is a wasted opportunity. It’s also the reason I work with a dedicated team of designers on website and capability statement projects.
6. You’re two connections away from someone who can change your life
Chris made the point that most of us drastically underestimate how close we already are to the people who can open the right doors. And we never know which doors will open unless we ask.
My take: The barrier isn’t usually access— it’s the reluctance to ask. For construction businesses, this translates directly to referrals, partnerships, and introductions. Your next big client is probably one conversation away. Show up consistently online, build genuine relationships, and don’t be afraid to reach out. The worst anyone can say is no.
7. Obstacles are opportunities in disguise
Every constraint, setback, or challenge contains within it the seed of something better, if you’re willing to look for it.
My take: I’ve seen this play out in business more times than I can count. The client who pushed back hardest led to a service refinement that made everything better. The slow month that finally forced a proper marketing strategy. The competitor who seemed like a threat but actually validated the niche. The obstacle is usually pointing you somewhere useful if you’re not too busy being frustrated to notice.
Final thought
What struck me most about Chris Do isn’t just what he says—it’s that he lives it. He built a global brand education business by being clear about who he is, who he helps, and why it matters.
If any of these points sparked something for you, particularly around your construction business and how you’re presenting it to the world, I’d love to chat.