By Jason Hughes

When we founded Hughes Marino 14 years ago, we had already spent 20+ years in the commercial real estate industry and recognized that there had to be a better way to help companies with their space. This realization led us to another question: If we could reimagine our own industry, what would it look like? This quest set us on a path to strive to create the best tenant representation company in the nation—one that served both the people and companies we support, as well as our team at Hughes Marino.

What we didn’t realize at the time was that our vision meant we wanted to become a “Category of One.” This desire to remain in our own unique category continues to drive all our decisions to this day.

One of our business coaches and mentors, Joe Calloway, authored a book with this title nearly 20 years ago, and the insights and lessons he shared couldn’t be more relevant for businesses, companies and leaders today. His insights helped us define our core values and provided guideposts that we’ve found invaluable as we’ve grown and scaled. Here are three timeless lessons we’ve found particularly impactful.

Lesson 1: Just Decide to Go

Joe Calloway notes that one of the major differentiators between extraordinary companies and others is the willingness to take the first step. These companies decide, definitively, to act. They don’t just talk about it, advertise it or display their mission on a wall. They commit to their goals and rededicate themselves to those goals every day.

Sometimes this pursuit originates from leadership, sometimes from within the organization and sometimes from a crisis. Regardless of the origin, the company remains clear-eyed about its mission and executes on it.

Too often, companies mistake talking about change for taking action. But true success comes from committing to the work and doing it.

Lesson 2: What’s Your Story?

Everyone should know who you are and what you stand for.

At Hughes Marino, our values don’t sit in a drawer—we’re clear about what drives us, and it’s something we constantly communicate at every level of the organization.

Joe Calloway notes that his favorite definition of leadership is this: a leader constantly reminds us of who we are. By staying true to your story and reinforcing your values, you create clarity and alignment for everyone involved.

During every team meeting, we run through our core values, as it truly is our story.

Lesson 3: Your Brand is Everything

One of the most important realizations for companies is that they don’t own their brand—their customers do. It’s the customers who experience your brand day in and day out, from the product and service you offer to how your team interacts with them.

Every person at your company plays a role in shaping that experience—from the CEO to the office manager to the warehouse team. Your brand isn’t just advertising or marketing; it’s the reality you create for your customers.

Most customer impressions are based on comparisons—and not necessarily with your direct competitors. Consistency in the brand experience across all touchpoints is crucial. You can tell people who you are, but what they remember is the experience they had with your people, products and services.

Becoming a Category of One

To become a “Category of One,” Joe Calloway advises companies to be ruthlessly customer-centric. This starts with knowing more about your customer than anyone else. While you may think you know your customer and what motivates them, it’s essential to validate and deepen that understanding.

Calloway notes, “To transcend commodity, you have to go to the next level, and the best door into that level is knowledge of the customer. It is dangerous to assume you know what the consumer wants or to take what you think is your competitive advantage and try to force it on the customer.”

By taking the time and effort to truly understand your customers, you not only get closer to them but you also form a deeper emotional connection. At the end of the day, it’s the customer who determines whether your company is a “Category of One.”

This philosophy continues to inspire and guide us as we grow Hughes Marino, helping us remain true to our vision of redefining the commercial real estate industry and delivering unparalleled service to our clients.