This is the story of how GMA 2.0 Brand Ambassador, Stewart Ward from Dioptra, went from quietly relying on word of mouth to becoming a confident, visible leader in the Geospatial world.
🎥 Based on a recorded interview with Elaine and Stewart – watch or listen here.
When Stewart first joined Geospatial Marketing Academy (GMA), he described himself, with a laugh, as “just a little surveyor from Idaho.”
Today, that “little surveyor” is chairing the NSPS Marketing and Outreach Committee, enjoying his company’s threefold increase in revenue since starting GMA and getting phone calls from clients who don’t even ask for a quote… they just say, “You’re my guy, just get it done.”
The “Before”: hidden expertise, quiet marketing, price bargaining
When we first spoke back in 2023, Stewart’s business was solid but pretty traditional:
- Very little formal marketing, relying on word of mouth
- He often found himself explaining from scratch what surveyors actually do
- His proposals and content were either very technical or too generic, written in “surveyor speak” that didn’t always connect with non‑technical clients
What was the turning point?
He knew times were changing from “analogue to digital” and that the way his business communicated had to change too. Like many in the uber‑competitive Geospatial industry, he was cautious about investing in something he might not follow through on.
Until the moment of change, when he thought to himself, “What the hell, what‘s there to lose?” and committed to GMA with one promise to himself… if he started, he would finish.
Inside the GMA journey
GMA didn’t magically change his business overnight, but it did change how he thought about communication, value and consistency.
Learning to speak human, not just “surveyor”
Stewart realised how much jargon he and his team used day-to-day. GMA pushed him to simplify how he and his team explain what they do – using clear language that resonates with people outside the profession and answering questions in a way that actually lands.
From technical posts to “you asked, we answered”
Through GMA, he began reshaping his content and messaging: less equipment lists and more directly answering the questions clients actually have. That small tweak turned into a big win – more inbound calls from people who already understood his value.
Embracing imperfection and authenticity
One of the biggest mindset shifts was dropping the need for everything to be polished and perfect. Stewart began letting his own voice shine through, even using phrases that might not be grammatically correct but reflect how he really talks. The funny thing? The slightly “off” or imperfect posts often get the biggest reach, because they feel human and relatable.
Building consistency (even when life is busy)
Consistent posting still isn’t completely second nature, but it’s now a core habit he protects. Between running the business, family life and kids’ activities, showing up regularly online is a challenge, yet that’s where he’s seen the compound effect really kick in.
The results: trust, confidence, and three times the revenue
The impact of Stewart’s work inside GMA has been huge.
On the numbers side, his business revenue is now around three times what it was when he started GMA. He won’t credit the programme alone, but he’s clear that GMA‑driven changes (better messaging, clearer positioning and a unified team focus) have been a major contributor.
On the client side, the shift is obvious:
- Prospects call saying, “You’re my guy,” and often don’t even ask for a price
- Instead of shopping around, many arrive pre‑sold on his value after following his content
- Repeat clients of 15+ years are not only staying, they’re trusting him with bigger, more complex projects
- Existing clients are more actively referring work his way, having seen how clearly he now presents what the business does
Internally, the culture has evolved too:
- His team is more aligned, using similar language and explanations with clients
- Team energy feels more consistent because everyone understands the direction of travel and the “why” behind their marketing
And personally?
When we talked about the last year or two, he summed it up in two words: growth and learning.
A great example of that is how significantly Stewart’s confidence has grown:
- He’s more comfortable having conversations outside of work, listens more carefully to what people are really asking and responds in a way that’s understandable
- He’s less afraid to share something slightly controversial or imperfect online, knowing it’s better to show up authentically than hide behind fear
- He’s learned to value his work properly, and communicate that value clearly
The ripple effect, from Idaho to national leadership
One of the most surprising outcomes has been what’s opened up beyond his own business.
Stewart was asked to become chairman of the NSPS Marketing and Outreach Committee, a role he’s convinced is a direct result of what he’s learned and implemented through GMA. A couple of years ago, he’s pretty sure he would have said no. Now, he has the confidence and tools to say yes to opportunities that stretch him.
He also sees his journey as part of something bigger. Surveying is a small, tight‑knit community, and most surveyors face the same marketing and communication challenges wherever they are. Stewart believes that if more surveyors can learn the same principles and language, it lifts the whole profession, not just individual firms.
That’s why, when I asked him to be a brand ambassador for GMA 2.0, he didn’t hesitate.
For him, it was a no‑brainer: if something has significantly improved his business and personal growth, he wants others to benefit too (even though he knows it means I’ll be tracking his progress and pushing him right out of his comfort zone… again!!).
Before, after… and “after-after”: the GMA 2.0 curve
When I asked Stewart to imagine a “before, after, and after-after” line for his journey, he described it beautifully:
- Before GMA: a steady, gently rising line. Business was growing, but slowly and mostly through traditional means
- After GMA 1.0: the line gets steeper as he implements content, refines his messaging and sees revenue and inbound trust climb
- After-after (what’s coming next): an exponential curve. The compound effect of continued implementation, learning from others on the GMA calls, reading, listening, refining and bringing his team along for the ride
That “after-after” is exactly what GMA 2.0 has been designed to support
Helping surveyors scale their marketing, systemise their efforts and step into leadership roles in the profession, without losing their personality or burning out.
Stewart is living proof that when surveyors embrace clear, human marketing (and stick with it!), they don’t just find more clients.
Everything from confidence to revenue to influence can change for the better.
Are you ready to stop bargaining on price and start making impact?
Join Stewart and a community of growth-minded Geospatialers in the next evolution of the ONLY marketing academy built specifically for people like you.
GMA 2.0 is the place to be!!