Future Cities

What Matters Most

By: Julie Whelan, Global Head of Occupier Thought Leadership

December 20, 2024 3 Minute Read

OurTake_December 2024

Think big. Focus on what matters. Engage the right people to drive the best outcomes.

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Here we are again, the close of another year. Amid the flurry of strategic planning and budgeting, deal closings and holiday parties, we’re looking forward to getting together with family and friends and (hopefully) taking some time for ourselves.

It’s the season of reflection and resolution.

Personally, when I look back on 2024, experiencing the beauty of places like Alaska and Utah through my children's eyes makes me smile. Professionally, creating perspectives around topics like shaping tomorrow’s cities fills me with pride. And I count my colleagues’ insights and perspectives among the things I’m thankful for.

As an Our Take contributor and reader, I value this newsletter as a source for the personal views of our leaders on what’s top of mind for our clients. And as a researcher, I was naturally curious to see if there were commonalities among their perspectives. So I challenged myself to look back on what we’ve covered since Our Take launched in August last year.

And sure enough, a few themes emerged that are worthy to revisit.

First, transformation starts with big thinking.

When I launched Our Take in August last year, I urged organizational leaders to think big about their approach to return to office. To look beyond mandates and utilization rates and instead drive organizational change focused on the value of in-person working. To think past return-to-office policies and work toward a shared purpose among employers and employees.

Similarly, Mary Lang explored how logistics real estate needs to adapt in response to changing consumer behaviors.

At the beginning of this year, Rob Bernard called for clarity and simplicity to drive progress on climate challenges—a big idea in an increasingly complex and sometimes overwhelming topic.

And this summer, Mary Ann Tighe challenged us to think big about New York City’s future, to recognize the need to address our preeminent gateway city’s post-pandemic challenges. She cited the many obstacles that developers face when trying to do the kinds of big, consequential projects that move the needle in a market like New York.

Second, focus on what matters most.

With limited time in our busy lives, we can’t afford to waste it on things that don’t move us in the right direction personally and professionally. A year ago, Su-Zette Sparks wrote about the power of focus in our personal and professional lives. Amid our din of distractions, digital and otherwise, she encouraged us to choose one idea, one theme to guide our thinking and actions and focus on outcomes.

Such focus sharpens priorities. Knowing what needs to get done—for individual development or company growth—helps you know where to focus, and when to lean on others.

Emma Buckland’s commentary on the value of outsourcing put the spotlight on this. And on the topic of AI, Sandeep Davé reminded us to look past all the hype and focus on prioritizing AI investments that actually move the needle.

What emerges from these ideas is that focus brings us to the core of what matters most so that we can move ahead.

And how do you make progress? By engaging the right partners.

In August, Seth Martindale called on U.S. manufacturing and communities to find common ground to reshore U.S. manufacturing and enable communities to thrive. And the following month, Michael McShea wrote about the potential of colleges and universities, with their prime properties and influential footprint, to drive transformation in their local markets.

And following on Mary Ann’s call to action for New York City, leaders from other markets across the U.S. wrote on shaping the futures of their own cities.

In acknowledging his city’s recent struggles and its enduring strengths, Joe Wallace called on San Francisco’s civic and business communities to work together to ensure that city’s future as the capital of global innovation. Down the coast, Jessica Lall brought her personal perspective to bear on what’s needed for Los Angeles, urging the city’s business leaders to lean in with city government to work together for the sake of their city.

And on the East Coast, Kyle Schoppmann wrote on what’s needed to renew and reinvigorate the Washington, D.C. region amid pandemic-induced challenges along with the federal government’s declining office footprint. She called for meaningful partnership among federal, local and regional governments and the private sector to address the region’s challenges.

Ultimately, these contributors agree that it’s all about the power of bringing people together.

While virtual togetherness is an option today, most agree it cannot totally replace the magic of gathering in person.

An early contributor to Our Take, Richard Barkham wrote about the power of creativity to drive productivity and the incredible outcomes that can be achieved with in-person, collaborative environments.

Likewise, Chris Volney wrote on the strategic value of geography to a company’s business strategy—about how the right location can bring the right people together to drive benefits to company culture and productivity.

Similarly, Whitley Collins wrote on the power of real estate to drive competitive advantage and enable companies to thrive.

Finally, it wouldn’t be the holiday season without considering the importance of physical space and human connection. Last November, Laura Barr explored how physical environments impact our lived experience—and the implications of this on the retail sector.

At this time of the year, one of Laura’s observations warrants a call-out: “Family, friends and community matter—and these connections necessitate (some) interaction with place,” she wrote. “This creates a huge responsibility and opportunity to think holistically about our physical environments and how those spaces connect with and enrich people’s lives.”

What a perfect commentary on the power of big thinking and focus to drive change, and on the value of bringing people together to achieve great outcomes.

On behalf of the Our Take team, we’re grateful to each of you for taking the time to engage with us and for helping make us an award-winning newsletter. And we look forward to continuing to bring you our leadership’s personal perspectives in the year ahead. Next month, Richard Barkham returns with his take on the renaissance of America’s cities. You won’t want to miss that.

With this, I come back to Su-Zette’s challenge to all of us a year ago. As you look forward to 2025, what’s your one thing, that one idea that will guide your thinking and actions in the year ahead?

Mark Twain wrote that “the secret to getting ahead is getting started,” and that’s what’s guided me well and will continue to guide me in 2025.

I’d love to hear yours.

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