Commercial Integrator January 2023 - 33

Diversifi ed is beginning to shiſt into content
creation, production and management for its
clients, putting a lot of energy into digital solutions.
it out to execute. These projects represent
such a core competency, in fact, that Hutto
says Diversifi ed now tends to screen out
lower-margin projects in favor of those
grander-scale endeavors. " When we were
[a collection of] small companies, that was
how those companies built themselves, "
Hutto says of smaller-dollar projects. " But
now, as a billion-dollar company that has
scaled in both size and talent, we can apply
[our talents] to more complex projects. "
With more and more clients coming to recognize
what one Diversifi ed has to off er, the
company experienced double-digit booking
increases in 2022. In fact, it has had to
add more support people to billing and
collections to accommodate that growth.
With Hutto already having made meaningful
strides to unify Diversifi ed, he's now
turning his attention to effi ciency. Under his
leadership, the integrator is going through
a review process, looking at all company
systems and fi nding out how employees
can do their jobs more easily and with fewer
steps. One consideration Hutto focuses on
is time on the ground - for example, how
long it takes from the moment Diversifi ed
steps on the client's site to the moment the
commercialintegrator.com
job is complete. " If it takes us three weeks
to do a room, we want it done in three
days, " Hutto declares. " If it takes three days,
we want it done in three hours. "
Hutto also makes clear that, as Diversifi
ed's chief executive, he is fully embracing
the industrywide shiſt to an experiential
mindset. " People don't buy products or
services; they buy outcomes, " he states.
" Like Uber did when it disrupted the taxi
business, we need to orchestrate all that
exists in the marketplace to deliver an
experience. "
And that, Hutto believes, encapsulates
where integration businesses are today.
" We must do the work, [and] products are
part of it, but we're not designing to that, "
he emphasizes. " We're designing to an outcome
- enabling human connection and/
or helping deliver parity in a remote world. "
Focusing on the 'Why'
According to Hutto, his leadership team
and he are spending a lot of time honing
Diversifi ed's raison d'être. As he puts it,
" We're getting focused on the 'Why do
we exist?' " That's critical, Hutto believes,
because up-and-coming talent is eyeing
'People don't buy products or
services; they buy outcomes.
Like Uber did when it
disrupted the taxi business,
we need to orchestrate all
that exists in the marketplace
to deliver an experience.'
- Eric Hutto, CEO of Diversifi ed
integrators closely, looking for something
to grab onto. " They're more interested
in company purpose...the mission and
what we are doing for the community, "
he declares. He describes Diversifi ed as
a " people-based business " and affi rms
his abiding belief that the integrator
JANUARY 2023 Commercial Integrator 33
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Commercial Integrator January 2023

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