Architectural Specs

SPEC POINT OF VIEW

2011-09-29T06:53:00.000-07:00

“I have spent a tremendous amount of time evaluating the ineffective programs currently being offered to manufacturers as solutions to drive the specification process. It was time for the next generation of more cost efficient solutions to be developed” – Kenneth Hall

During the past two years I have done extensive research into the communication gap that exists between manufacturers and their customers.

That gap is the result of the confusion and chaos that is defined as the spec process. The spec process encompasses the communication and selection process of products during a construction project. As a part of that process, there is a critical need for exact information integrated into spec protocols and procedures that have been outlined and created to serve the needs of each project. Yet, what we find are great inconsistencies during the spec process. This is caused by variables that do not meet required expectations and are driven by the individual needs of both manufacturers and the AEC community.

Very simply, there is no synchronization between what manufacturers provide to customers for the spec process and the reality of what their customers truly need to specify products.

SOLUTION OBSOLESCENCE

There have been several attempts to solve these problems including the development of databases, (ARCAT, Sweets, Reed Data, etc.) and spec writing services (Masterspec, SpecLink, Spec Text). As we have witnessed during the past several years, many of these programs add to the confusion and disintegration of information and communication for the industry.

The answer is hidden somewhere in between what is available now and new technologies to deliver data to the market. Data that is absolutely critical to the spec process.

Start by understanding where and how the spec process begins.

The architectural community needs access to information. Spec writing services are used by the majority of architects (Over 85%) but the systems drive the architects to manufacturer’s web sites to verify and validate product data.

In fact, Over 80% of the AEC community ends up at manufacturer web sites to find product data no matter where they begin.

NEW SOLUTIONS

With that in mind, I believe the web site is the last bastion of differentiation for manufacturers. Conversely, inside the current database or listing programs, manufacturers are in an aggregate position with their competitors. There are no differentiators that exist. (Placement is based upon dollars spent).

The web site can create a one on one relationship with customers. Manufacturers have the opportunity to capture an audience and guide them through the spec process by simply offering a spec system for their use. The web site becomes a spec solution center and offers support and tools for customer, sales and distribution channels.

RETURN ON INVESTMENT

There are several attempts being made to integrate information and solve these problems based upon new technologies and the paradigm shift in the flow of information that has occurred through the internet. As such, I have hovered above the industry and evaluated the effectiveness of the current programs and tools available for the industry. Most of these tools, that were designed to help streamline the specification process, have now become obsolete. They are expensive and in most cases and do not provide ways to measure their results. Most importantly, these programs are based upon risk probabilities that are no longer acceptable.

The current economy demands the ability to measure return on investment for most marketing budgets. Gone are the days of spending to maintain market share and spending without a calculated assessment of risk. Now more than ever there is a demand for measurable results; ways to reach a target audience and provide information that helps customers select and specify products.

I looked at this shift in the information flow, not only in this industry but in all industries, and began to map a plan to solve these issues using state of the art technologies that are far more effective, measurable and cost efficient. Just as important, it is not necessary to spend tens of thousands of dollars to strategically develop a specification program for customers.

I gathered groups of AEC members and identified problematic areas during the specification process. We identified problems, addressed solutions, and together we developed answers.

That information was delegated for interpretation by CSPECS technology. Their job was to develop tangible technology solutions based upon our input. We needed solutions that were expandable and customizable and solutions that were easily integrated into manufacturer web sites. In other words, the technologies developed had to meet the needs of both the manufacturers and the AEC community.

The results were very powerful specification tools and programs that provide a comprehensive solution but are still very cost efficient for implementation.

The results are the next logical step in the development of solutions to the specification process for both manufactures and the AEC community.

LOOK CLOSELY

I suggest you look closely at the systems in the market. Try to define the spec process for your products by customer requirements. What you will find is that most manufacturers are not aware of the logistics and intricacies of the spec process. Not because they don’t have the desire to help customers or develop programs for the spec process, but rather, the AEC community closes the curtain during their spec process and does not provide indications of problems or lists of required data and procedures to specify products.

Look closely at the paradigm shift that defines the internet almost every day. What you will find is that the spec process in this industry, as in all industries, is changing. You need to address those changes. Look at your current strategies and be sure that you have the ability to maintain market share, that you have earned, and the ability to grow in the future.

Do not be left behind. “Lack of information” measured in today’s ever changing world is the corporate kiss of death. If you do not engage information that is readily available to help you affect the shift in the flow of information in the spec process, then you will certainly be left behind.

Look closely and compare what is certain to change the landscape of the spec process. It is difficult unless you are open to change. What I find most frustrating is that most manufacturers believe they already know.

Fact versus Fiction (Opinion)

2010-05-04T07:30:00.000-07:00

I like to read about things that are relevant to my work. I am an advocate of facts versus opinions.....As frustrating as it is, opinions are what drive the world, most of the time, in every facet of our lives. Opinions are dangerous. They can start a conversation and lead to decisions that effect people and change their lives. Facts are the basis for a solid foundation, one that can be relied upon to make sound judgements and decisions. Opinions are usually a house of cards. Wouldn't it be great if everyone started a conversation by announcing if it was their opinion or based upon fact..........but I digress.

Research can provide information that is usable and trusted. That's why I have spent the time to develop factual information about some pretty interesting subjects. My work has lead me to the DSB Community (Design, Specify and Build). That community has a process for the implementation of a project in the construction industry and inside that process there are many flaws. Issues that need to be fixed for the process to become more efficient and less frustrating. The DSB Process has been a suggestion of individual processes that eventually lead to a results. Not a very good way to do business. I have spoken to many involved in various parts of that process and I hear the same thing all the time. " I wish someone would fix this, but I know there are so many problems it can't be done."

There are a few companies that attempt to provide what I call band aids on the problems. But all of these are driven by product within a specific area. No one has taken a holistic approach to the problem and tried to attack the issues as one big giant mess that needs to be cleaned up. No one, except one company, CPECS. I won't go into detail about the company...... yet. It is not important. What is important, is that there has been thousands of hours or research done to identify and create a holistic approach to the DSB Process.......Bravo! That is my point. Someone has taken the time and effort to look at the entire DSB process and developed applications that resolve major issues, and, that most importantly, create a flow of critical information that is consistent and provides continuity....what a novel idea!

It is pretty amazing to me because I am not from the construction industry. I am simply a person that, through research, identifies areas of concern and tries to develop solutions.

SOLUTIONS that is what we all need. Solutions to everything that is a problem. I wish I had them for all my problems. The FACT is that we don't have all the solutions we need and even if we did would we recognize them. Would they be presented to us in such a way that we would know exactly what to do with them........the answer is no. The real question is why not?

That leads me to the premise for this article.

Our lives are completely dependent upon influences to make decisions. There is not a single moment in time that we don't use an influence to make a decision. ...think about it......... No matter what the circumstance we need to be influenced. We can't make decisions without those influences..WHY?    I will tell you. During my lifetime and I don't know how long before ( I would guess from the dawn of man), we have been inundated with opinions about everything imaginable. Every part of our lives has been touched by opinions. These opinions are pervasive in our thoughts and very quickly in our lives it becomes hard to distinguish between fact and opinions. The reason we need influences is because deep down inside, subconsciously, we don't believe opinions. We don't know if they are right or wrong. We feel a disconnect with things and defense mechanisms kick in so that we preserve and protect ourselves and our loved ones. I think some of the smartest people I know are the ones that question everything or trust nothing without proof. Do you ever see those people in big trouble or making big mistakes. Sure we all make mistakes but if we listened to facts versus opinions, I know I for one would be in a better place.

So what do we do?   First of all, we all do the same thing.... it is an uneasiness when we are presented with opinions that are made to sound like facts.. it is an unsettling in our gut. Most do not pay attention to it because we simply go to our influences and from there we are set straight. (But what if our influences are simply providing opinions as well)... that is when the house of cards falls for everyone who uses that influence to make decisions... we see it every day. Most recently on Wall Street. We listened to those that we use as influences and look what they did.

But, even if we know what is happening it will not stop until we recognize the Fact versus Fiction (opinion) dilemma. Until we realize the difference between the two. Until we can effectively use facts to guide our lives.

Guess what?    I have developed a set of theories about this subject and I will share them with you one by one so that they make sense, so that you can use them in your life to change things and make them better .. or truthful. It will give you a chance to make the right decision..... Stay tuned..........

Report A Problem

2010-05-03T07:30:00.000-07:00

I would like to know about issues that you think are a problem within the DSB Process.........In other words, what would you change to make it more streamlined or efficient?..........................

Don't worry no one will know you complained.

NSPI..........I am with you!!

2010-04-29T09:18:00.000-07:00

NSPI is an initiative being developed by members of the DSB Community. The premise will be to make changes in the construction industry....I have heard it before......... but this is different.

They have created a system to define issues and implement actionable changes using a social technology model. It is very exciting and I believe it can apply to many other industries as well.

That being said, I am going to join as a member and become involved. There have been other organizations created without emphasis on unbiased programs typically driven by product programs. The NSPI has an innovative program that allows the DSB Community to define issues and then choose the appropriate usable applications to meet the needs and provide a viable solution. ......exciting!

I suggest you look into the NSPI. They are just starting to develop this and it is very promising. The people behind it understand what they are doing and are really dedicated to making changes for the better....

Good luck NSPI!!

Social Technology

2010-04-26T09:18:00.000-07:00

“By focusing on key individuals — or types of individual — rather than markets as a whole, companies can selectively "seed" products, services and ideas into otherwise hard-to-reach markets, as well as target specific individuals who are likely to inspire a vast number of potential buyers. “ Target Marketing

Trend Influencers:
This is the group that will help to drive a product into an industry. There must be a program to develop this sphere of influence. These include:

Journalists,
Bloggers,
Academics,
Industry analysts and professional advisers.

They are well-connected, have large social networks and are looked up to and trusted by their peers.

All we need is a simple question answered to determine our Trend Influencers - How likely is it that you would recommend our company to a friend or business colleague?

To accomplish this we need to implement the following programs:

(Not necessarily in this order)
• Increase sales and awareness within the Trend Influencer community
• Increase sales and awareness in target markets
• Field-test products, ideas and initiatives
• Turn Trend Influencers into advocates
• Give Trend Influencers the tools to share what they like with their peers
• Build valuable relationships with key Trend Influencers

Social Technology Pyramid

There is a pyramid of influencers within any market. These are broken down into three groups that range in size and influence over a market.

Social Broadcasters
Mass Influencers
Direct Influencers

Social Broadcasters are smaller in number but greater in scale — they make up around 10% of the pyramid. They are the top bloggers, most well-connected individuals, and have a lot of followers looking to them for news and advice on the latest information within a social space. They have influence but lack trust, in the sense that their followers will click on the links and recommendations they share but still perform their own evaluation of the data — this makes Social Broadcasters better suited for awareness than preference.

In the middle are the Mass Influencers, who make up only 15% of the pyramid but account for 80% of the influence impressions about products and services (See graph below). This group is vital because you can’t ignore the minority that creates the majority of the influence.

At the bottom of the pyramid are the Direct Influencers — this is where the trust really is. These are the proverbial “average consumer” who have primarily networks of people they actually know and interact with online or offline. These networks are centered with trust, and make up 75% of the total population of the pyramid.

Reaching these groups:

Social Broadcasters. The secret to dealing with them is to build relationships. This group doesn’t want to hear from someone only when you need something, and they want to be respected for their audience. It is necessary to develop customized offers for them that they can’t refuse that reflect an understanding of their uniqueness and their point of view.

Reaching Mass Influencers in the middle involves giving them something to talk about. Understand their characteristics and give them more content they can’t resist sharing. This part of the pyramid includes the people their friends and family turn to frequently before making important purchases. They have significant offline influence.

Direct Influencers need to have things very easy. This group is not as motivated nor is it as technically savvy as the people higher on the pyramid. Product and marketing ideas need to be relevant so the defined audience can’t help but spread the word. This needs to be an ongoing program to keep people engaged over time by reaching out and addressing them over and over.

Impressions: How it relates to numbers

1. Influence impressions: these happen on social media and networking sites: Twitter, Facebook, MySpace ( ), LinkedIn ( ), and others. The people who make them know generally who they’re connecting with and who will read them (people they know).
2. Influence posts: these are more permanent data points in blog posts, ratings and reviews sites, and in discussion forums. These tend to be less directed, in that when putting a post online it’s not usually known how many or who will be reading it.

Forrester Research Study

In the first category, the research study found 256 billion influence impressions occurring per year. Influence posts were numbered at 1.64 billion per year, which accounted for generating another 250 billion impressions. In other words, people are making 500 billion influence impressions on one another about products and services every year.

The research also looked at where those influence impressions are happening. The following graph captures the results of where people are sharing influence online in both of the above categories:

Summary:

There are steps that can be taken to become an integral part of any market. The idea is to gain the trust from those that can create the awareness and influence in choosing products and services.

Using new and intriguing marketing programs that create interest and recognize socioeconomic status can be very important when introducing new products or services into a market.

The data represents the trend Influencers and provides obvious areas to target. If we think outside the box our chances of success are much greater. Out thoughts must become part of the Face Book generation or iPhone generation. (Not the Apple II or IBM Pc generation). It is critical to recognize social technology and the influence it really has in today’s markets.

Fortune 1000 Companies Need to Reach Out

2010-04-25T11:47:00.000-07:00

Quick Thought:

If every company understood the DSB Process they would certainly reach outside of their internal management teams to find experts to help them with their product specification program. I know one company that did just that. A multi-national cabinet manufacturer hired an architectural consulting firm to create a program that helped to communicate with the architectural community. (The problem with that..even though I think it is a step in the right direction....is that architects only handle one part of the DSB Process and a more holistic approach is needed). A more comprehensive program is needed that would include creating a program to effect the DSB Process in various ways...but that is another blog.

Time to realize the customer communication protocols

2010-04-19T11:58:00.000-07:00

When you want to communicate with a potential customer it is important to realize a few things that typically get lost in the translation between the fact that you really like your product and the fact that others like it too.....What does that mean?

It is one thing to test products with those that usually find it useful or something they will use. It is another thing to get the attention of the potential customers.

The hardest part of the "selling" process is not getting the sale. It's getting the meeting. And while marketers have learned that it's all about the "message," I think it's all about the "attention". How do you get your customer's attention?

Once the product passes the litmus test for approval, companies begin to apply the basics of marketing. Most companies try online advertising, direct mail, print advertising in magazines and newspapers and email advertising. Also, they try marketing through groups and organizations.

While it's important to have a product that people want -- that's not enough. In this age of information overload -- you need to find a scalable, cost-effective way to get your customer's attention. You need to find a way to get them to lower their guard and engage in the conversation.

There are many talented companies that can help position products in markets today, especially online. Take advantage of the many cost effective programs available.

Hey, Manufacturers.... guess what needs to be fixed?

2010-04-16T12:56:00.001-07:00

The DSB Community is defined as the Design, Specify, Build Community in the construction industry....I have a whole library of information and research on this subject. I want to define issues in this community and help create solutions......that's all.

I call it Knowledge Based Technology - creating usable solutions from defined knowledge within an industry...... Cloud computing (SaaS) or (PaaS) provides the platforms to accomplish this.

That being said, why all the confusion?

The pain....the stress.......the frustration..........why? It doesn't have to be that way.

The specification community has been crying out for change for a very long time. CHANGE WHAT? The problem is that the product manufacturers really don't understand the entire specification process.

Why not? OK, let's get this straight. I am a manufacturer and I want to get my products specified but I don't know how the specification process works...Are you kidding me? Manufacturers don't know they can affect the process by simply providing accurate information for use by the specification community. They don't know because they do not recognize the specifiers as customers. What if I wanted to buy a product from a manufacturer and requested information to do so..........think I would get it from them?...of course I would.

Why do they not give the specifiers what they need to choose their products the same way.......it amazes me!.....

What is the solution?

There is one company in particular that has the answers. They have spent thousands of hours researching the market to develop the solution to this issue for both manufacturers and the specification community (CSPECS Technologies). I think the answers are simple...the real issue I believe is that there is no single entity that is positioned to implement changes in that industry. There is a market shift occurring right now with BIM but again there is no single organization or entity positioned to implement the changes necessary for the entire DSB Community to be aligned and in sync..........I think it's Crazy ..but what do I know?

What I'm trying to say is.......... Manufacturers!....wake up! ........That means, understanding what specifiers need to do their jobs correctly and efficiently. What a novel idea...........make part of the industry more efficient. (Here's another hint. I think manufacturers should help pay to be specified. I have great ideas for that as well)

I have much more to discuss on this and other subjects related to the DSB Community.......stay tuned