027 - Tim Yeiser of Dricrete
Peopleverse
In this Peopleverse Podcast episode, Evan Troxel talks with Tim Yeiser of Dricrete about their innovative approach to concrete with integral waterproofing which is often used in underground parking. Dricrete pioneered a chemistry and concrete admixture to go into the concrete during the mix, which enables the building to ultimately be faster, cheaper, safer, less risky, and more sustainable than traditional membrane waterproofing systems. Tim and Evan also discuss the challenges of introducing a new product to the construction industry and the importance of partnerships and knowledge transfer...
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026 - Mehmet Zenginler of Tantimber
Peopleverse
In this episode Mehmet Zenginler of Tantimber joins host Evan Troxel on the Peopleverse podcast for an in-person interview in Tect’s booth at the 2023 AIA Conference on Architecture in San Francisco, CA. Today we discuss the benefits of using Tantimber Thermowood as a sustainable and durable building material, the importance of building relationships with architects and providing value early in the project by working to become trusted, reliable sources of the latest information in their product category, and more! Episode Links
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025 - Patricia Yulkowski and Candace Kitchen of Total Door Systems
Peopleverse
In this podcast episode, Patricia Yulkowski and Candace Kitchen of Total Door Systems join Evan Troxel in the Peopleverse to discuss the importance of building relationships and trust between the design community and the manufacturing community, particularly in the context of life safety and the importance of early engagement to avoid expensive mistakes in the field. Episode Links:
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024 - Cherise Lakeside of RDH Building Science
Peopleverse
In this episode Cherise Lakeside, FSCI, CDT of RDH Building Science joins host Evan Troxel on the Peopleverse podcast for an in-person interview in Tect’s booth at the 2023 AIA Conference on Architecture in San Francisco, CA. The conversation covers topics such as the importance of product reps and their relationship with design professionals, the challenges of product selection, and the changing dynamics of the industry. They also discuss the AIA conference and the value of meeting and networking with other professionals in the field. Episode Links
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023 - Mike Kunard of Hidden Step Marketing
Peopleverse
Mike Kunard of Hidden Step Marketing joins the Peopleverse to discuss his experience in the building industry, including the importance of mentors and the value of wisdom over data. We also chat about the need to break down barriers and build relationships between design professionals and product experts to share knowledge and solve problems. About Mike Kunard After succeeding in the building materials industry for 20 years as manufacturer and distributor, Mike broke out on his own in 2020 to help small yet scalable manufacturers and lend his experience to help them come to market. His...
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022 - David Corle of HMI Glass
Peopleverse
David Corle, CSI joins the Peopleverse podcast to talk about the importance of building personal relationships, mentorship, using humor on social media, the dangers of perfectionism, changing the perception of building product manufacturers from product-pushers to trusted advisors, and emphasizes the importance of authenticity, vulnerability, and service before sales in building trust and relationships. . About David: A third generation glazier, David spent the first fifteen years of his career gaining hands-on experience in the glass industry. Armed with that knowledge, in 2015 he joined one...
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021 - Todd Miller of Isaiah Industries
Peopleverse
Todd Miller of Isaiah Industries joins the Peopleverse to share his story and kick off season 2 with Tect’s architectural community director and host Evan Troxel. Here's an episode highlight: Hear Todd’s story of how the Metal Roofing Alliance was formed 25 years ago by a group of metal roofing industry competitors. What began with a plan that would sunset the organization in 5 years turned into an alliance of friends that helped transform the market share of steep slope metal roofing from 2% up to 17% and is still going strong after 25 years. About Todd Miller: Todd Miller is President of...
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020 - Ian Merker, AIA, LEED AP live from the Tect booth at AIACon22
Peopleverse
Ian Merker, AIA, LEED AP joins the Peopleverse podcast live from the Tect booth in the expo hall at the American Institute of Architects National Conference on Architecture which took place on June 23-25 in Chicago, Illinois. In this episode we talk about what attending the National Conference on Architecture is like from an architect's perspective and we discuss some professional activities architects are involved with—beyond their day job—to serve their communities. This peek into the life of an architect illuminates additional corners of the profession for those who want to know more....
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019 - Dena Prastos, AIA
Peopleverse
Dena Prastos, AIA of Indigo River joins the podcast to talk about her multidisciplinary background and approach to a career in architecture. The bulk of this conversation is about how architects can and should differentiate their practice using examples from her waterfront-focused work and about the value of architects through specialization during changing times, among many other important topics listed in the notes below. About Dena: As Founder and CEO of Indigo River, Dena Prastos, AIA, is the first "waterfront architect," trailblazing a new category in the industry. Indigo River is a...
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018 - Kyle Morck live from the Tect booth at AIACon22
Peopleverse
Kyle Morck of Reynolds+Myers joins the Peopleverse podcast live from the Tect booth in the expo hall at the American Institute of Architects National Conference on Architecture which took place on June 23-25 in Chicago, Illinois. In this episode Kyle shares his insight into modern marketing strategies for building product manufacturers. Key takeaways from this discussion are how product manufacturing marketing and sales teams should be moving beyond design professionals as "lead gen", how marketing and sales should be differentiated for results, the only worthwhile marketing BPM's should be...
info_outlineJohn Crosby joins the Peopleverse to discuss how the American Institute of Architects (AIA) is working to break down the barriers between supply-side manufacturers and the AIA’s 94,000 members of architectural professionals and to talk about the upcoming AIA Conference on Architecture which is happening June 22-25 at McCormick Place in Chicago. About John:
John leads AIA engagement with the building products industry and the technology/service sector of construction. His goal is to close the knowledge gap between architects and suppliers to yield a better built environment for all. To support this goal, John and his team have grown AIA’s insights, consulting, and market activation practice to build strategic relationships with industry leaders.
Throughout his career, John has developed a passion for fostering commercial engagement between non-profit communities and their suppliers. He has more than 10 years of experience in design and construction, including work as a marketing leader with Hanley Wood Media.
John earned his Master’s in Business Administration from Quantic School of Business and Technology in 2021. He holds dual Bachelor’s Degrees in Government and History from The College of William and Mary. He and his wife, Sue, live in Ashburn, Virginia and have three children.
In this episode we discuss:
- the struggle John noticed professionals were having during his tenure working in associations and non profit communities for the bulk of his career
- how he helped building product manufacturer sales and marketing teams better understand architects and design professionals
- his observation of the challenges and pain points that exist between supply and demand
- his observation of the knowledge gap that exists in the design and specification process between the design team and the products they specify
- how The Architect’s Journey to Specification research project began at AIA, and what the main outcomes of the report are
- what’s keeping design professionals from innovating in the specification process in regards to choosing building products and materials
- what the AIA means to architecture and also the construction industry in regards to bridging the gap between architects and building products manufacturers
- explanation of the architect type profiles identified in the report that help the supply side better understand their potential audience
- identification of the main thing architects want to have with multiple building product manufacturer reps
- how the supply side has responded to the research findings presented by the AIA
- what’s missing from the supply side in order to make meaningful change happen at scale to help bridge the gap
- what supply side manufacturers are good at and need to improve in their approach to reaching architects
- identification of successful tactics that supply side manufacturers can use when it comes to bridging the gap
- at what point during a project architects are ready to be considered a ‘sales lead’ to a product sales rep
- what architects are thinking about when considering a product for inclusion in a design
- why architects copy & paste building product specifications rather than looking for new and/or innovative products
- how sales reps can have a positive impact in the early stages of the design process
- how trade shows—and more specifically the upcoming AIA Conference on Architecture in Chicago—fits into the strategy of bridging the gap
- how the AIA Conference has changed for ’22 to better connect architects and manufacturers in meaningful ways
- the challenges of connecting at trade shows
- what staff manufacturers should populate their booths with to fully understand the needs of architects and specifiers
- how the pandemic led to an existential moment in reconsidering the purpose of a trade show
- how the AIA went about evolving the upcoming conference in Chicago so attendees and exhibitors leave feeling more satisfied
- why attendees to the Conference on Architecture this year should be excited to visit the expo hall
- how the conference has the potential for architects to find the next big things to help them in their practice
- how the “new AIA” is throwing open the doors to find new opportunities for manufacturers to be more successful in connecting with architects
- how the AIA and Tect are working together on ways to enable exhibitors to get beyond their spaces on the show floor
Episode Links:
- The Architect's Journey to Specification report
- AIA Conference on Architecture (‘A22) website
- Tect website
Watch this episode on YouTube.
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