Page 2 - CREW DC Sponsor Newsletter - Winter

2 / Sponsor Newsletter

building-specific apps, and encourages landlords to use
data to plan, shape, and improve their tenant experience.

Similarly, resident retention and consumer experience
strongly benefit from technology. Tiffany Butcher of JBG
Smith discussed the fierce competition in the amenity
space, noting that the best amenities are now experiences.
This creates a unique challenge, as it is much more difficult
to cultivate a meaningful experience than to build a
functional gym. However, investing in experiences yields
a higher return. JBG Smith is partnering with technology
firms to implement customizable apps to help tenants
complete daily tasks such as housekeeping and dog walking. Civility at Work and in Life, the day after the 2018 midterm
The company is also using technology to connect tenants elections. Lea, former social secretary in the George W.
to curated building events and create community building Bush White House, entertained CREW DC members by
experiences with retail partners and service providers. sharing her experiences working on Pennsylvania Avenue.
The lessons Lea learned during her time in the White House
Programming should not be crafted with a “one-size-fits-all” make for an excellent guide to personal and professional
approach. Instead, it should be personalized and focused on success and served as the basis for Treating People Well.
creating connections. William Hendrix from Little Diversified
Architecture demonstrated this concept using the office During her time as Social Secretary, Lea juggled a demanding
work environment. Future generations have a need for space position – hosting dinners for foreign dignitaries, gatherings
that is more adaptable than what we’ve created today. Little for Congress, and managing the comings & goings of the
encouraged us to start programming for Generation Z now, White House – all while focused on treating people with
as they will comprise 30% of the workforce by 2030 and will kindness. She shared stories of her own experiences and
only embrace technology even more than we do. Generation those of her co-author, Jeremy Bernard, former social
Z will not be bound to the static ideas of a workplace. We secretary of the Obama administration. She discussed the
are seeing that now with the Gig Economy, who values importance of owning mistakes, asking for help, paying
flexibility and expandability overall. Companies and cities attention to the details, using humor as an equalizer, and
that shift toward smarter, more seamless strategies will be how treating others with respect was essential to her
more equipped to compete. success. Lea & Jeremy’s learning experiences at the White
House are highly applicable to those striving to become
With that in mind, technology is also about how to create better leaders and accomplish their goals.
value by interpreting data. Moderator Adam Ducker
of RCLCO discussed the pitfalls of relying on big data Lea shared how her own unrealistic expectations of
and technology. RCLCO provided case studies of how perfection led to despondency in her position as social
information that is not practical and/or created for a secretary when she first started. After a particularly
defined use will fail or be wasted. Technology works bests difficult day, several former social secretaries invited Lea
when it is convenient, easily integrated, and implemented to a luncheon - a tradition aimed at welcoming the newest
with a clear understanding of user needs. Everything else is social secretary and offering words of advice. The former
just taking up space. secretaries traded tales of the situations they navigated
and tips on executing stunning events, offering Lea
encouragement and perspective to reinvigorate her passion
THE EXTRAORDINARY POWER OF CIVILITY: for the role. This experience resonated with attendees and
A CONVERSATION WITH LEA BERMAN served as a reminder of the importance of CREW DC as a
NOVEMBER 7, 2018 platform for sharing perspectives amongst the commercial
real estate community. Kindness is universally essential in
“Everyone is important, and everyone deserves to be our careers and personal lives, and the experiences shared
treated well” - a timely message from Lea Berman, the co- by Lea and her co-author Jeremy in Treating People Well
author of Treating People Well, the Extraordinary Power of
reinforce that idea.