Over the past several months, we’ve been working through the 10 essential acumen skills that every tile contractor needs to grow a strong, resilient business. We’ve covered Financial Acumen, Market Acumen, Technological Acumen, and Leadership Acumen. Each installment builds on the last to sharpen your decision-making and strengthen your business foundation.

This month, we shift our focus to Strategic Acumen, arguably the skill that ties all the others together.
So, what is Strategic Acumen? It’s the ability to step back from the day-to-day and think long-term. It’s about crafting and executing plans that align with your company’s mission, values, and goals while staying nimble in an ever-changing environment. The daily grind of tight schedules, problem-solving, and urgent jobs can easily pull us into short-term thinking. But without a strategic lens, we cap our growth and limit our potential.

Strategic Acumen begins with asking the right questions:
Where do I want my business to be in five years?
What kind of projects do I want to be known for?
What skills, tools, or people will help me get there?

Maybe you’re planning to expand into larger commercial work, double down on high-end residential projects, or open a second location. Strategic thinking means identifying those goals, mapping out actionable steps, and checking in on your progress regularly.

And it’s not just about the big-picture movements, it’s also about daily alignment. Are your current projects, partnerships, and decisions moving you toward your future? Are you hiring, training, and investing in ways that support your long-term vision?

Having a clear strategy gives you a decision-making filter: if an opportunity doesn’t align with your goals, it’s easier to say “no.” It also keeps your team focused and your business steady, even in times of uncertainty.

And here’s the key: strategic planning isn’t a one-and-done. It’s a habit. At a minimum, it requires a semi-annual check-in with your goals. A yearly reset to see how industry changes or economic shifts might require a new direction. The tile industry is evolving fast. New materials, installation methods, sustainability expectations, and client demands are reshaping how we operate. If you’re not thinking ahead, you’re playing catch-up.

This month’s TileLetter theme – sustainability – highlights why strategic thinking is essential in today’s building environment. Sustainability isn’t a side topic anymore, it’s a smart, forward-looking approach to construction. Like nurturing plants in a balanced ecosystem, sustainable building reduces waste and conserves resources. While manufacturers play a key role, contractors can have a major impact through lean practices that improve efficiency and cut energy use. Simple strategies like accurate ordering, reusing materials, and maintaining equipment for top efficiency go a long way. I’m no “tree hugger,” but practical steps matter. Sustainability isn’t just responsible; it’s a competitive advantage. 
 
If you’re serious about long-term success, build your Strategic Acumen. It’s not about doing more, it’s about doing what matters most. Next month, we’ll explore Negotiation Acumen: how to secure better terms, stronger partnerships, and deals to secure favorable outcomes.

Until then, think long-term, build intentionally, and as always... 

Educate for Excellence!

Sincerely,

Rod Owen
President, NTCA
Rod.Owen@ccowen.us