What California's Green Building Code means to building product manufacturers

This week , the California Building Standards Commission unanimously adopted mandatory Green Building Standards Code (CALGREEN) requiring all new buildings in the state to be more energy efficient and environmentally responsible. Taking effect on January 1, 2011, these comprehensive regulations will achieve major reductions in greenhouse gas emissions, energy consumption and water use. This will have a profound impact on many categories of building products. California is often a barometer for trends in other states, so this is significant regardless of where you firm does business.

Chusid Associates is offering a FREE CONSULTATION to building product manufacturers who wish to better understand the potential impact of this new code.

The State anticipates the new code will help meet its goals of curbing global warming and achieving 33 percent renewable energy by 2020 and promoteing development of more sustainable communities by reducing greenhouse gas emissions and improving energy efficiency in every new home, office building or public structure.

Among the new requirements, CALGREEN will require that every new building constructed in California:
  • Reduce water consumption by 20 percent,
  • Divert 50 percent of construction waste from landfills,
  • Install low pollutant-emitting materials.
  • Requires separate water meters for nonresidential buildings’ indoor and outdoor water use,
  • Requirement for moisture-sensing irrigation systems for larger landscape projects
  • Mandatory inspections of energy systems (e.g., heat furnace, air conditioner and mechanical equipment) for nonresidential buildings over 10,000 square feet to ensure that all are working at their maximum capacity and according to their design efficiencies.
The state anticipates raising the bar further as time passes, and includes provisions to encourage local communities to take further action to green their buildings to reduce greenhouse gas emissions, improve energy efficiency and conserve our natural resources.

CALGREEN provisions will be inspected and verified by local and state building departments. Upon passing state building inspection, California’s property owners will have the ability to label their facilities as CALGREEN compliant without using additional costly third-party certification programs.

Click here for additional information about CALGREEN. Click here to download a draft of the new code. And contact Chusid Associates for your FREE CONSULTATION.

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Federal Assistance for Building Product Export

Several of our clients are getting through the rough economy by expanding sales overseas, China and the Gulf States included. These programs can be helpful to novice exporters:

The Ex-Im Bank has three financing products geared especially to small and medium-sized businesses:

Working Capital Guarantees: covers 90 percent of the principal and interest on commercial lenders' working capital loans for pre-export costs.

Export Credit Insurance: protects mostly small-business exporters and their lenders against the commercial and political risks of a foreign buyer defaulting on payment.

Loan Guarantees: enables American firms to offer foreign buyers competitive credit to win a sale of equipment and services.
The Office of International Trade at the SBA has two programs to enhance the ability of small businesses to compete in the global marketplace:
Export Working Capital Loan Program (EWCP): provides short term, transaction based financing up to $2 million to assist experienced U.S. exporters to fulfill specific export contracts purchase orders, or letters of credit from overseas buyers.

Export Express: provides loans up to $250,000 to assist with working capital funds for international marketing & promotion activities and long-term financing to support an exporter's acquisition of fixed assets.
For more information, visit the Ex-Im Bank's web site at www.exim.gov or the SBA's website at www.sba.gov/oit .

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The Six Construction Industries

Fundamental to marketing is the concept of segmenting markets. The construction industry is too large and diverse to be dealt with as a whole. This excerpt from an presentation in 1984 offers insight into how to segment construction:

The Six Construction Industries
Here in Washington we often choose to talk about the ‘building industry,’ and discuss issues like changes in the levels of employment, changes in quality and safety, changes in productivity, changes in opportunities and risks from foreign competition, as if it were a single industry. I don’t think this makes much sense.

In many ways the building industry is no more monolithic than the transportation industry. The transportation industry includes the airlines industry, the railroad industry, the trucking industry, and the shipping industry. There is little crossover between the organizations, the institutions, the skilled manpower, the technologies, and the R&D base that are utilized by those sectors of the transportation industry.

Practically no Federal policy can affect each of the separate industries within transportation. But since you don’t want too many units that report to the president, you can create a Department of Transportation and lump all of those things that have to do with movement under it. It also is useful to talk about a transportation industry for economists who want to make measures of the national economic sectors. It avoids having that many more pages of statistics if you can somehow or other have a number that represents the contribution of the transportation industry to the gross national product.

The building industry, or the building industries, as I prefer to call them, are combined for much the same reason. It makes sense to look at the several building industries if what one wants to identify is expected changes in the industry.

For our purposes, it seems to me there are six industries which react quite differently to those kinds of issues:

• The first is the housing industry (Architect as product designer) – the collection of organizations, technologies, skills and financial mechanisms whose purpose is to convert raw land, usually purchased on a speculative basis, into dwelling units that can be sold or rented to individuals and families. The major distinction for the purpose of analysis is that this process is begun before there is a buyer in mind. The builder of these houses builds a house against a potential market, not against clients who come to them and say “These are our needs, and we want a house of this kind.” Very few houses in the country are done that way, and I put those in the fourth category.

• The second is what I call the manufactured building industry. I call this a separate industry because it is a collection of organizations, technology, labor and financial mechanisms whose purpose is not to convert land into buildings, but rather to manufacture off-site units that are anywhere from the whole unit to subassemblies, which can be transported to the site. A few companies like the Ryland Corporation own house manufacturing capabilities, as well as build conventionally, and I’m sure we can find all kinds of exceptions at the margin for each of these.

• The third industry I call the commercial developers. I mean by this people who buy raw land and convert it into buildings other than housing – people who develop industrial parks, people who develop shopping centers, or people who develop office buildings. Again, the character of this industry is that there is no client in advance. There’s a prospective market out there, and there’s land, and there’s investment to be made in building something on this land which will eventually be leased or sold to a set of users which will emerge.

• The fourth industry, is the one that most of us think about when we talk about ‘the building industry.’ It is the conventional collection of organizations, design and engineering firms, banking institutions, general contractors and subcontractors, regulatory bodies, etc. that build buildings for specific clients: an agency of the Government, a private client, or sometimes a wealthy family. The client sets the requirements, decides on where they’re going to locate, usually purchase their own land, and then enter into a process in which a design is created for them that’s eventually put out to competitive bids. The ‘building industry’ listed here is the only industry in which competitive bidding occurs. It is practically the only industry of building where there will be a major change if there is a technological breakthrough. It’s the one building industry where bidding can reflect market conditions as a result of change in prices.

None of the industries listed above really have much competitive bidding. Sometimes market competition works in the housing industry, but only over a long period of time. The major impact of the housing industry, as we’ve mentioned already this morning, is what it cost to buy the land, and what is the mortgage rate that they have to pay? We used to speculate we could practically build a house for nothing, and it wouldn’t change the price which people would pay for housing, because the market price for housing was determined by a whole lot of factors other than the technology of building.

• The fifth industry, the remodeling industry, is one we sometimes forget. Of the $250 billion that represent s our 10 percent of the gross national product, is included almost $50 billion in this remodeling industry. This probably does not include rehabilitation of existing buildings in the sense that an architect and contractor might do it, nor does it include rehabilitation of the kind that homebuilders do. It means the remodeling industry that sells things from aluminum storm sash, to screen doors, to new store fronts for small businesses; that is financed by short-term financing rather than increases in mortgages. It is not regulated by the building codes, by and large. For a long time, it could be characterized by the blue suede shoe type of salesman.

• The sixth industry, and the one that OTA chose not to cover in this workshop, is what I call the heavy construction industries. These industries build highways, dams and facilities. Their clients are primarily public agencies and utilities.

Chusid Associates uses a similar methodology when we begin segmenting the construction industry as part of a marketing plan for our clients. Of course, there are additional segments such as DIY and the Operations and Maintenance business. And there are other ways to segment the "industries". But we will save them for future posts.

By John P. Eberhard, former Executive Director of the Advisory Board on the Built Environment at the National Academy of Sciences. From: Technology & the Future of the U.S. Construction Industry, AIA Press, 1986. The entire report is available online.

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MasterFormat 2004 Cheer

MasterFormat 2004 is now the clearly established standard for organizing construction work results. Michael Chusid, president of Chusid Associates, served on the MasterFormat Implementation Task Team that helped popularize the system. He composed and sang the following song at educational events across the country to help break down resistance to the new standard:

(To tune of Mickey Mouse Club Song)

Hey! Designers and contractors
It's as useful as can be;
M-A-S-T-E-R-F-O-R-M-A-T.
MasterFormat (CSI!)
MasterFormat (CSC!)
For everything you want to specify! (Fi! Fi! Fi!)
You can do more
With Two Thousand and Four,
So why not give it a try?
M-A-S (S stands for Specifications!)
T-E-R (Are you ready or not?)
F-O-R-M-A-T
(Shout) MasterFormat!
Michael's article about using MasterFormat in building product sales and marketing can be found at http://chusid.com/masterformat.htm.

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Social Media in Trucks, Exams, and SEO

Three posts that, taken together, reveal the extent to which social media is changing our cultural landscape:

1. Tweet While Driving Hands Free: Ford CEO Alan Mulally is bringing innovations that will make Ford trucks a part of your mobile media life. Major changes include live streaming of Pandora internet radio, iPhone-like customizable controls, ability to send/receive Twitter posts using voice-to-text software, and major overhauls of the truck buying experience to make it a highly personalized "design your own" experience reminiscent of online shopping.

"What is striking to me about Ford is that many people often ask about the ROI of social media. With the great work of Mulally, James Farley and Scott Monty at Ford there is something that can’t be measured; a cultural change."

2. Danish pupils use web in exams: Fourteen schools in Denmark are experimenting with allowing students to surf the web during exams. They are allowed to access a wide range of sites, as long as they do not send or receive messages or emails. Supporting this change,
"Students are no longer required to regurgitate facts and figures. Instead the emphasis is on their ability to sift through and analyse information."
Says one of the professors involved,
"As a nation we've been really good at embracing technology - we've been really at the forefront of doing this well in the classroom. Then they go into the exam room and all that's taken away and they're given a fountain pen and a sheet of lines paper and a three hour time limit. It's time to get real, isn't it?"

3. The Battle Between SEO and Social Search: As social media results are popping up more and more in search engine results, the way we think of SEO needs to change. People tend to put more stock in their friends' experiences, rather than paid ads or third party reviews, meaning these social media results could be disproportionately influential. On the other hand, Google is still far and away the first stop for most inquiries.
"Ultimately choosing the right tool for the job is as important as ever. SEO, social media, and all of the other facets of online marketing (don’t forget email marketing) will continue to be relevant for some time to come."

Taken together, these three articles make a powerful statement about the extent to which social media is now influencing our "real lives" - even our digital real lives! When my family got our first car phone - the size of a modern netbook - it was strictly for emergency purposes only. And ordering pizza during the commute home. We could barely imagine needing to talk to anyone so badly that we needed to take the call in the car. But now there is such an expectation of constant connection that "I'm busy driving" feels like too weak a reason to turn off Twitter.

The shift in educational styles reflects this, too. The knowledge of the world is at our fingertips 24/7; locating, analyzing, and processing information is a far more valuable skill than rote memorization.

The integration of social media into every aspect of our lives will continue, and probably even accelerate during the next few years, limited only by the availability of high-speed wireless networks. Even as specific technologies come and go - someday even Facebook and Twitter will become passe - our culture has permanently changed.

How will you integrate social media into your sales and marketing plans this coming year? Which technologies do you see as most important for your company?

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Customized Promotional Items

In an era dominated by digital marketing, the tangible sales promotion bearing your brand and contact info is still a valuable marketing tool. I was reminded of this today when I was struggling to remember the name of a vendor I met at a trade show a few years ago. I drew a blank... until I remembered I had one of their give-aways sitting on the shelf behind my desk.

The following examples may give you ideas for your next promotion:

TOOLS OF THE TRADE
It has been said that the most effective promotion is something that all your prospects want, but doesn't attract non-customers that would dilute your effort. With that in mind, construction product marketeer have lots of opportunities to give their prospects items that they will interact with as part of their business.
Pocket Protectors were essential to the uniform of many working people in the days of fountain pens and graphite pencils. They still have a place among the service technician or craftsman that has to carry a variety of implements in his or her shirt pocket.

This Pencil Holder attachment is more secure than sticking the pencil behind one's ear, and delivers your branding message to fellow workers.

Measuring Tools are always appreciated, like the crack width gage above, or the drawing scales below (shown in desktop and pocket sizes).
While the cast metal concrete mixer is pure testosterone, the pocket-sized level is more useful to many craftspeople.
Mason's Line Blocks are used to hold the string masons use to help them keep each course of masonry units level.

Drawing Carriers like the one above simplify the transport of large roles of drawings. The one below has and additional promotional benefit; made of Tyvek, it demonstrates the strength and tactile qualities of the product.

CREATIVE PRODUCT SAMPLES
As the Tyvek bag above demonstrates, there are many creative ways to give a prospect a sample of your product:


Coasters are not as fashionable as they once were, thanks in part to table tops that are not damaged by moisture, but they are still viable. Clockwise from upper left: Dow Woodstalk wheat fiber board coaster demonstrates the millability of the (now discontinued) product. Cork, enjoying a renaissance as a "natural" material. Sunburst demonstrates the precision of a vendor's waterjet cutting. Porcelain enamel coaster exemplifies the graphic capabilities of the medium.

Insulated Can Cozy is made from a foil-faced bubble-wrap wall insulation, effectively communicating the material's thermal resistance.

Bottle Opener is cleverly crafted into a piece of Accuride's ball-bearing drawer slide mechanism. Handling it imparts the smooth operation of the device. Now, can anyone find a beverage can that still needs a church key?

Paperweights are still important in the digital age. This one, from National Gypsum, is part of an promotion tauting the wonders of their raw material. Inside the box is a small brochure and a chunk of raw gypsum with a felt bottom and a label.

Customized Name Plate has been retained for over 25 years, through many moves, and even a change in preferred names. I still remember it was a gift from Acme Brick, making it worth every dollar they spent to produce it.

BRANDING AND PROMOTIONAL
Of course, there is also a place for more conventional promotional items:


AN ENVIRONMENTAL REMINDER
Beginning in 2010, the Greenbuild trade show requires exhibitors to audit the environmental footprint of their booths, and discourages the use of excessive handouts and tradeshow "swag". It is a reminder that most promotional items quickly find their way into the waste stream. With more designers and builders insisting on green building products, even your marketing has to come under environmental scrutiny.

This minature recycling dumpster reminds us that even your promotional items have to be produced and recycled with inteligience.
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LOOKING FOR IDEAS OR A VENDOR?

I have gotten great service from Betty Blaskievich, a top-notch sales premium specialist. You can reach her at 780 242-1754.

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What Your Email Address Says About You

Are you still using your original AOL or Hotmail email address? The editors at Lifehacker have some compelling reasons why you might want to change it.

One of the most important points raised for companies evaluating their online presence:

More concerning than people using inappropriate emails handles on their resumes? Businesses that don't have their own domain and personalized email. SomeCompany@sbcglobal.net or SomeDude2049@yahoo.com were huge turn offs to readers and many expressed that they would question the professionalism of a company with such an unpolished image and do business elsewhere.
Read the article with a grain of salt; Lifehacker is a site for tech enthusiasts, and most of the respondents to their survey work in IT or for high tech companies. This may not be as vital an issue for us in the construction industry but it is still important to consider, especially if your market includes tech savvy or design sensitive audiences.

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Mobile Web and the White House

How important is mobile web browsing becoming? Even the President now has an app.

A post at ReadWriteWeb this morning discusses the White House's new iPhone app and mobile website. I love the post's title too: US Government in Your Pocket.

The White House announced the release of a new White House iPhone App via a late night blog post on WhiteHouse.gov. Included in the mobile application are features like news items, photos, blog posts, videos, and even live video streaming. That's right - live video.

Granted, the Obama tean have been strong tech adopters since the early days of the campaign, but the underlying message here is there are now enough people expecting they can get their news via their phone that major speeches like the State of the Union can be streamed live to your iPhone.

Still think your business can afford to ignore the mobile web? Later in the article they provide some interesting statistics [the bold emphasis was added by me]:
Also of interest: the White House states that mobile web use has grown over 100% in the last year in the U.S. and higher worldwide. That's putting it mildly. Over the past year, we've heard from numerous companies and analyst firms regarding the explosive growth of the mobile web. For example, in spring of 2009, Opera [manufacturers of a popular alternative web browser] reported a 157% increase in usage of their Opera Mini web browser and a 319% increase in year-over-year data traffic. AdMob release a report in October revealing a 19% increase year-over-year in iPhone/iPod Touch data traffic alone and last month, analyst firm IDC predicted over a billion mobile web users by 2010. Ignoring the mobile masses at this point would be a mistake and it's clear that the White House understands that.

Mobile web is changing the game. No; better to say it already has changed the game. Within the next couple of years, companies that ignore mobile computing will wind up looking like the companies that ignored the internet in the early 90's; behind the times, out of touch, and racing to catch up.

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SixthSense and the Future of Construction

Whatever you are doing, STOP.

Take three minutes to see the future of computing. What will this mean to the way architects, engineers, builders, and the public select, purchase, and use your building products?

What will it mean to the future of your company and how you do business.

This is not something over the horizon; this moves the horizon.

Pranav Mistry: The thrilling potential of SixthSense technology | Video on TED.com


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Beyond Wikipedia: Archiplanet

Some research this morning took me to Archiplanet, a wiki dedicated to "the facts, photos, and drawings here on your favorite structures of all kinds, anywhere, from your own cottage to the latest skyscraper to your nation's capitol." It served as a good reminder that there are many other wikis beyond Wikipedia, and your marketing campaigns will be more successful if you use the correct ones.

Wikipedia is very firm about what Wikipedia is and what it is not. The content criteria are strictly enforced by the members/editors. Ignoring these rules can get your pages deleted, and accounts banned.

According to their homepage, "Archiplanet is a community-constructed collection for all the buildings, building users, and building creators on planet Earth." It is sponsored by ArchitectureWeek.com, one of the leading online architectural magazines. For many building product manufacturers, this will make it a better tool than Wikipedia.

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The Six Construction Industries

"The construction industry is like a great big gray glob. Just when you think you have your arms around it, it squeezes out somewhere else."
My mentor, Harold Simpson, PE, was fond of saying this. His point was that every building product marketing strategy has to begin by segmenting the industry so you know where to aim.

For example, John Eberhard says what we typically call the building "industry" should really be thought of as the building "industries," and describes six different industries or segments:

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10 Best New Building Products - 2009

Electricity from urine, bridges made of recycled plastic, and salvation for the engagement ring that went down the sink… The building products industry is exploding with ideas.

The “tried and true” is being challenged relentlessly by new products and technologies. Age-old problems are being solved by insightful re-envisioning of familiar materials. New challenges are driving accelerating leaps of imagination. Sustainability has become a source of inspiration rather than an afterthought for marketing.


With so much being invented and re-invented, how does Chusid Associates have the temerity to suggest a list of only 10 new products worthy of attention?


We don’t.


These are the best new things that we’ve heard about, and we want to share them. We encourage you to share your own ten (or four, or one), to spread any good news you know. Cross-fertilization inspires the next round of invention.


We believe these products are each, in their way, game-changers. More important, they bring into focus significant trends and developments in the thinking of the industry.


Not surprisingly, sustainability is a big factor in a lot of the current innovation. It is one of the industry’s biggest challenges, the issue is very high-profile, and solutions have become a lot more saleable. Under such conditions, innovation is incentivized.

One of the most important conceptual re-alignments of the Age of Sustainability has been the realization that the materials once considered “waste” may in fact be raw materials for other products. It is Recycling 2.0, if you will. The entry level of the recycling concept is to make used paper into new paper, or old aluminum cans into new ones. This next level uses the leftovers of one industry to form the raw source for another.

Electricity From Urine: A team at the University of Ohio has found a way of using one of our most abundant waste resources to produce an in-demand commodity. Urea, one of the chief components of urine, contains four hydrogen molecules bonded to two nitrogen molecules. The Ohio team found an efficient way to split off the hydrogen using an electrode made of nickel. (You have to invest some electric current to get the reaction, but only about 3% of the voltage required to split water into hydrogen and oxygen.) The hydrogen can then be used to generate electrical power very cleanly – its only combustion product is water – and the nitrogen is collected for industrial uses.


It’s so cool, it’s hard to resist suggesting an ad slogan for this concept:


“Power Begins With Pee.”


While this isn’t a building product per se, it could have profound implications on sustainable building design. It could create a market for urine, encouraging the inclusion of waste collection systems, instead of disposal systems, in building design. It should encourage design professionals to take a second look at everything being vented or disposed-of from building operations.


CalStar Fly Ash Bricks and Pavers: Another waste product, which poses a more difficult disposal problem than urine, is fly ash, the coal combustion byproduct that gets scrubbed from the chimneys of power-plants. It can be used in a variety of ways, including mixing into concrete, but nonetheless, millions of tons of fly ash still get dumped into retention ponds or landfills every year. Less than 45% of the fly ash created is currently put to beneficial use.


Calstar Products of California’s Silicon Valley has paired that resource with another significant environmental problem, and created an elegant solution. Making bricks from clay requires high-heat firing that consumes huge amounts of energy and releases about 1.5 lbs of CO2 per clay brick. CalStar has begun making them from fly ash, using the cementitious properties of the ash to bind the bricks together, encouraged by a low-heat steam curing process. (CalStar’s American-made product should not be confused with a type of “fly ash brick” made in Asia, which is essentially concrete brick with fly ash as a filler.)


CalStar Fly Ash Brick production uses only 15% of the energy, and is associated with only15% of the CO2 emissions, of clay brick. Building on technology first explored by Dr. Henry Liu, they have developed bricks that meet the commonly accepted performance standards for clay brick and are available in a spectrum of colors. Their first plant just opened in Caledonia, WI, less than 75 miles from Chicago, and more are planned.


Their innovation points at a pattern we believe will crop up in many aspects of construction. Brick is used as a structural material much these days, but it remains an important tradition of our architectural vocabulary. Fly ash brick make it possible to continue to enjoy the beauty of masonry architecture without the threat to the planet, a tradition rescued by a sustainable solution. www.CalStarproducts.com


Electro-Conductive Concrete: The industries that burn coal for energy – chiefly power plants – actually figured out that “waste might not be waste” about a decade ago. They started to referring the ash and associated leftovers from power plant boilers as Coal Combustion Products (CCP’s) – not byproducts – and sought to turn their liability into a modest revenue stream. That initiative has led to many new uses.


One power plant executive, Bruce Ramme of We Energies in Wisconsin, has made an especially impressive imaginative leap (and patented it). He realized that fly ash and other CCP’s could be mixed with concrete not only for their chemical properties, but also – due to their carbon content – for their electrical properties: Get enough carbon into the concrete and it will conduct electricity.


What good is that? For beginners, a power-plant foundation that is self-grounding. How about a road with traffic sensors poured right into it as part of the slab? Or a road that can charge your car while you drive? Or a building whose concrete foundation, frame, walls and floors all function as computer memory?


This is a concept yet to be made into a product, but it shouldn’t take long. It’s the kind of material that makes designers dream.


Axion Recycled Plastic Structural Members: Before leaving the area of recycling brainstorms, tribute should be paid to Axion International, the company that’s making railroad bridges (among other things) out of recycled plastic. It seems counter-intuitive: the very word “plastic” suggests behaviors that are quite the opposite of what you want from structural, load-bearing materials.


Nonetheless, using technology developed at Rutgers University, Axion makes beams and piles from combinations of different plastics. They are “immiscible polymers” that have different physical properties, and retain their individual strengths even when blended together. This makes it possible to combine their properties synergistically.


Axion is currently supplying engineered solutions, which they can deliver more affordably than wood or steel structures. (Standardized lumber from their process is not yet economically practical, but that could change if the price of wood rises.) Two bridges designed to carry tanks have already been built at Fort Bragg. Two more bridges, rated at 130 tons and designed for railroads, are being constructed at Fort Eustis, Virginia this winter, with almost everything but the rails being supplied by Axion. The company is researching code certifications to bring these materials into building construction as well. www.axionintl.com


SDI Wireless-Friendly Buildings: Wireless communication continues to mushroom as a way to transmit many different kinds of information: voice, text, computer data, video and audio signals, wireless monitoring including implanted medical devices, and the list is growing. But buildings sometimes impede wireless signals. One solution is to put a large antenna in the building, but this means producing a high concentration of radio-frequency (RF) emissions near the antenna in order to have acceptable signal at the points furthest from it.


SDI-2, Inc. is rolling out a series of products they call the Wireless Farm to make buildings friendly to wireless by using more evenly distributed signals. The first product in the line, Max, is a non-powered wireless signal booster. A box about the size of a deck of playing cards, it can be placed in a variety of locations in the building interior – even concealed locations - to help distribute signal. This makes wireless devices safer to use. Where signal is weak, devices such as cellphones automatically boost their internal power to compensate, putting out a lot of RF right next to your head, your groin, or wherever your cellphone happens to be. Better signal distribution means the devices use less of their own power, not only extending battery life but also minimizing any possible health hazards from radio-frequency concentrations. www.sdi-2.com


Fingersafe Door Hinge Guards: Some problems are so familiar that most people never stop to think of a solution. Consider the hinged edge of a door and the hazard it poses to fingers, especially young fingers. It’s easy to get a finger squeezed – even amputated – by the leveraged force of the door closing. It’s estimated there are 300,000 finger injuries from doors worldwide annually.

Fingersafe USA has solved the problem, raising the standard of care. Their hinge-guard is a folded, flexible strip that attaches to the door and frame. As the door is closed and the gap between door and frame gets smaller, the hinge guard pushes fingers out of the way. It’s easily fitted to wood or metal doors and can be removed for maintenance. www.fingersafe.com


Lythic Colloidal Silica Densifier: Densifiers have been used on concrete slabs for decades to harden the surface and minimize dusting. With the ascendance of exposed concrete (colored, polished, etc.) as floor finish, the brands and flavors of available densifiers have mushroomed. What they all had in common was:


a) silicate-based chemistry that delivered silica into the concrete surface

b) high pH, making them unpleasant to handle and hazardous to dispose of.


The more affordable silicates required a lengthy removal and disposal process to avoid a discoloring residue called whiting.



A concrete polishing professional in the Pacific Northwest, David Loe, found a better densifier that uses nano-technology. His Lythic Densifier is a colloidal silica solution that delivers pure amorphous silica to the concrete, eliminating residue removal and disposal. It’s lower in pH, and costs less (material + application) than the most affordable class of silicates. While the company doesn’t claim that it improves performance, anecdotal evidence from applicators suggests beneficial properties not found in silicates, too. One applicator who polished a hundred-year-old slab using Lythic stated outright that he did not believe any other type of densifier could have delivered the result.


This product represents the application of highly advanced science with very basic materials. The ability to produce a colloid of highly pure, extremely consistently sized silica nano-particles is pretty esoteric. That it can benefit something as old, established and unchanging as portland cement concrete is cause to stop marvel. www.lythic.com


Perma-Flow Self-Cleaning Drain Trap: That P-shaped pipe under the sink has caused much hassle and heartache, and it’s been doing it ever since the invention of indoor plumbing. It gets clogged, and it’s difficult and disgusting to clean out. It also has a reputed hunger for diamond engagement rings. Despirte being utterly unlovable, it persists in bedeviling us from one generation to the next.

PF Waterworks is ending the tyranny. The transparent plastic Perma-Flow drain system has a little paddle-wheel in the drain bend, and uses water turbulence to propel debris through and away. It prevents the build-up of yuck (and you can see that it’s working) which minimizes the need for chemical drain cleaners, a definite environmental plus. An external handle allow you to swipe the drain clean if things start to accumulate, but also helps retrieve lost items – like that proverbial engagement ring – that might slip into the pipe.


This idea represents one of the primary sources of innovation throughout human history: the initiative to solve a problem so familiar that most people have ceased to think about it. www.pfwaterworks.net


Brady Pro-X Pre-Formed Door Header: Since the rise of cold-formed steel stud construction, there has been a standard way to make a door header: framers build it up in the field out of studs and rails. Need we point out how time consuming and therefore expensive that is? It also predictably produces a lot of cutting waste.


The Brady Pro-X Header is a pre-formed unit that attaches to mated hanger clips. The clips get screwed to the studs, and the header snaps into place literally in seconds. There’s also a snap-in insert for applications that need greater strength. The metal-forming design of the interlocking pieces yields a sum of 28 bends in the header-plus-insert, adding considerable strength to the unit. (The traditional built-up header has only eight bends.)


This product points at an important change that’s rippling through the construction industry. The industry is notoriously slow to change, partly because our established business and legal practices make change discouragingly risky. This reluctance promotes a tendency to live with problems instead of solving them. Then along comes an independent thinker who knows the way things are always done but has the courage to say, “Just because we’ve done it this way for 20 years doesn’t make it the best way.” Construction people are looking at their allegiance to the tried-and-true and wondering if convention itself has become a risk, the risk of becoming irrelevant, impractical, and unsustainable.
www.proXheader.com

Lifemaster Painter’s Wash System: At the intersection of the re-thinkers of old problems and the champions of sustainability comes a classic Why-didn’t-I-think-of-that? product. Actually, I and many others did think of it, but we didn’t follow through and develop it. Back in the bad old days when solvent-based paints dominated the scene, I had a coffee-can of paint thinner that I used for cleaning brushes. I kept the can covered after I’d finished washing, and let the solids settle to the bottom for a few days. Then I poured off the almost-clear paint thinner into a sealed container for re-use, and threw away the solid yuck at the bottom of the can.


The Lifemaster Wash System by Azko Nobel Paints is a special washtub for cleaning water-based paint off brushes and tools. The paint-laden water is collected, and additives are introduced to separate water from solids. The water can safely go down the drain, and the non-toxic solids can be easily and safely disposed of. It’s clean, green, and very smart in a simple way.

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Words That Sell

While I dare say that most architects have not actually read John Ruskin's 19th Century book of architectural criticism, The Stones of Venice, but they all know his name. This quote may have seemed quaint during recent decades of throwaway buildings, but it may be coming back into fashion in a more environmental age:

"When we build, let us think that we build forever. Let it not be for present delight nor for present use alone. Let it be such work as our descendants will thank us for; and let us think, as we lay stone on stone, that in a is to come when those stones will be held sacred because our hands have touched them, and that people will say, as they look upon the labor and wrought substance of them, 'See! This our parents did for us.'"

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Standard Tests Help Your Product

At the heart of a really strong product claim is a third-party test to prove it.


But which test?


Not all tests are equal, nor are they equally beneficial to your product’s reputation. And since testing can be expensive, it should be planned with forethought about what tests will convince architects, engineers, specifiers, and other relevant decision-makers.


Design professionals rely on performance standards, such as those created by the consensus group ASTM International. These standards often refer to a particular test or group of tests, and have associated standards for the test methods. The standard creates a level playing field where apple-to-apples comparisons are possible. When a specifier compares multiple products that were tested to the same performance standard using the same test methods, the specifier can make an intelligent choice.


Too often, manufacturers don’t pay close enough attention to the commonly accepted standards and applicable test methods. They’ll do tests themselves without proper verification, or have tests run for them that don’t relate to the commonly accepted standards. Then they have test data that sounds good, but it’s the kind of data that doesn’t do much good to convince a responsible specifier.


And, contrary to expectation, that data doesn’t enhance the product’s credibility, because it was badly collected. It could actually degrade the reputation of the product and the manufacturer.


Another common mistake is to claim compliance with a standard, but not cite the test that backs it up. The claim sounds good, but it doesn’t meet the sniff test. A specifier is more likely to go with a product that has applicable test data readily available, simply because it’s the safer choice.


A report by the US Access Board on co-efficient of friction testing (http://www.access-board.gov/adaag/about/bulletins/surfaces.htm) highlights the difficulties created by using non-standard tests. It discusses a standard test method that was altered by use of a silastic sensor instead of the leather required by the protocol for the UL standard. The report states that the substitution “results in significantly higher values for the coefficient of friction of the surfaces being measured. As no correlation was made to any other standards or methodologies in the research, the values for coefficient of friction cannot be compared.”

A thoughtfully designed test program can be a very worthwhile investment in a product’s saleability. An improperly designed program is just a waste of time and money. Chusid Associates helps clients determine the most applicable tests with the best potential ROI, and helps design test programs that maximize useful data and eliminate irrelevant testing.

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Architects Are From Plato

"Why do architects think the way they do?"

That is one of the most common questions asked during sales training programs conducted by Chusid Associates. This essay suggests that architects may not be as irrational as they seem -- but many of them have a different philosophical frame of reference than do engineers, builders, or other individuals in the construction community.


Architects are from Plato
by Erik Anders Nelson, PE, SE

What is good architecture? Why does one building appeal more than another? Is it more orderly or more efficient? Is ornament justified as an art, or does the aesthetic need to derive from a function? What do our greatest western thinkers, Plato and Aristotle, have to say? It is in their work where you will find the great evolutionary divide in comprehending and approaching art and architecture. Engineers evolved from Aristotle and architects from Plato.

First we can define good architecture as that which is universally beautiful. This loaded definition has preoccupied philosophers and artists from the beginning of time. If we can find something that is universal, it becomes objective (as opposed to subjective or opinion) and a sort of "truth". Something that is objectively beautiful is a compelling idea even if it is not possible. We all seem to like different things but there are things that have stood the test of time and are deemed worthy of greatness. But how is it possible? The search for truth, beauty, and goodness is where we can find answers, the so-called holy trinity of Plato (Figure 1).

Figure 1: The Trinity of Plato

The ancient Greeks studied natural forms, including the human body, to try to mimic the ultimate creator. They looked to nature to find divine proportions and truth in natural beauty. We find this in the proportion or relationship of the Golden Ratio and the modular proportions of human bodies. This search for beauty was linked to a search for truth. Plato did not distinguish between beauty and truth as clearly as we do today. He found that general forms in nature, what he called "archetypes", are immutable and eternal ideas or patterns that reflect truth and have a divine significance. For Plato, beauty was truth.

In two of Plato’s works, Ion and Phaedrus, we find the way to produce good art. "All good poets compose their beautiful poems not by art, but because they are inspired or possessed...there is no invention in him unless he has been inspired and is out of his senses and the mind is no longer with him...these beautiful poems are not human, or the work of man, but divine and the work of god." (Plato, Ion, 536) Therefore, the artist must be "finding the nature of their own god in themselves." (Plato, Phaedrus, 252). Here, Plato links that which is beautiful with that which is divine and true. His approach to architecture is spiritual and holistic. Plato would find that rationality does not necessarily contribute to beauty; in fact, the artist is better off becoming divinely inspired to create beauty as shown in Figure 2.

Plato’s approach is fundamentally irrational, however; having divine inspiration is not a process using reason. In Plato’s Laws we read "the equal is not equal or the symmetric symmetrical, because somebody thinks or likes something, but they are to be judged of by the standard of truth, and by no other whatever...those who seek for the best song and music ought not to seek for that which is pleasant, but for that which is true." (Plato, Laws Book II, 668) But what is truth? We (engineers) find truth in mathematics and our understanding of materials to create forms. These forms follow mechanical laws and are able to carry loads from top to bottom. Engineers, we will see, evolved from Aristotle.

Figure 2: Rationality and Beauty

Aristotle had a more structured and scientific approach to creating good architecture. He used observation to reduce and classify nature. To Aristotle these theories of proportion have no divine or formal significance. A building can be designed beautifully by the application of mathematics, a secular (albeit spiritual for some) language. Gothic architecture stemmed from this approach, where rules of proportion according to structural requirements governed the design of the flying buttress and the ribbed vault. This method continued into the time of Galileo, who first attempted to answer the question of a cantilever, "Where will it break?" At that moment, the science of material mechanics was born, a second beginning of the scientific method heralded by Aristotle. This is when architecture became a science, and when science governed the form.

Plato believed proportions can be inherently beautiful, simply because they are found in nature and life and are expressions of "truth". The desire to force architectural forms to perfect circles and squares are clearly expressed in Renaissance Architecture. Also, the mystique of numbers such as pi, the Fibonacci sequence, or the Golden Ratio is intriguing to Plato and architects because they may be the basis of beauty. We remember it was the mathematician Leonardo 
Fibonacci who found that the additive number sequence 0,1,1,2,3,5,8,13... describes spiral growth patterns of plants and animals. This number series also generates a proportion called the Golden Ratio or Rectangle. So should all windows of a particular building be 8:13 because we find this ratio in nature? The answer is yes for some. In fact, I had to change the exterior bracing on several high rise residential towers in Beijing to follow proportions of Fibonacci. The designers wanted rise to run ratios of vertical bracing to follow Fibonacci, such as 1:2, 2:3, or 3:5. For example, a brace with a ratio for 3:4 had to be changed (Figure 3a and b).

Figure 3a: Fibonacci Bracing

Figure 3b: Fibonacci Bracing

But what does an inanimate object, like a building, have to do with an animate one?

Aristotle, in his work Parts of Animals, develops a different approach to the design process. He states that one "starts by forming for himself a definite picture, in the one case perceptible to the mind, in the other sense of his end - the builder of a house - and this he holds forward as the reason and explanation of each subsequent step he takes." (Aristotle, Parts of Animals Book I, 640) Here, every action of an engineer or architect follows a particular reason to achieve the end goal.

For example in the case of Figure 4, Aristotle and engineers would find the answer to be completely subjective. But if pressed, they would ask about snow loads, and if there is snow, would find the triangle roof superior. That is because Aristotle, contrary to Plato, believed architecture to be a rational process; shedding snow from a roof is rational. He argues that the scientific method has a hand in the judgment of art. "The chief forms of beauty are order and symmetry and definiteness, which the mathematical sciences demonstrate in a special degree." (Aristotle, Metaphysics Book XIII, 1078) Aristotle also believes "Every art does its work well - by looking to the intermediate and judging its work by this standard." (Aristotle, Nicomachean Ethics Book II, 1106)

Figure 4: Is there a better choice aesthetically?

To Plato and architects of course, the idea of intermediate or symmetric forms can constrain architecture. Antoni Gaudi and Frank Gehry are neither intermediate nor symmetric. For Antoni Gaudí, the master of fluid and organic forms, the straight line belonged to men and the curved line to God. Whether curved or straight, Plato felt it necessary to find objective beauty and attempted to dispel subjectivism in art. He believed that what is central to an artist is his/her ability to understand the nature of measure (what we today call proportion). The architect, according to Plato, must know the nature of measure and with this knowledge can find a square roof more aesthetically pleasing than a triangular one. "The art of measurement is universal, and has to do with all things." (Plato, Statesman, 285b) Accordingly, there may be a "proper" size for a column or window. Here, Plato argues for the doctrine of objective beauty, which may give the architect the upper hand in making an aesthetic judgment. But how does one 
earn the advantage of passing artistic judgments 
of things?

It should be noted that while Gaudi thought the curve or circle was otherworldly, Mies van der Rohe found a curve unnecessary. Mies van der Rohe believed everything had to have a reason, and a curve is not reasonable. For him, subjective decisions were unwarranted and did not contribute to a better building. One could argue that the modern movement of the first half of the 20th century - Le Corbusier, Walter Gropius, Marcel Breuer, Mies van der Rohe - was actually a throwback to Aristotle and Galileo. But "Some Architects are from Aristotle" would be a less catchy title for this article.

The postmodern movement in architecture was a reaction to the logical rigor of early modernists like Mies van der Rohe. It was a movement that tried to give Plato center stage in the built world, when Aristotle and rationalism become overbearing. Postmodernists reverted to classical form because that mode of architecture seemed to have passed the test of time and was deemed "good". Another more recent movement against Aristotle in architecture is deconstructivism. Architects such as Frank Gehry view our rational and scientific approach to architecture as an affront against holism and human concerns. Those architects want to deconstruct or displace order and orthogonal form. Unlike Aristotle, they believe architecture can be great without rational form.

The great early modern architect Louis Sullivan, who invented the simple phrase "form follows function", may have dispelled these questions of objective versus subjective views of beauty in his book Kindergarten Chats.

The master: "I am endeavoring to impress upon you the simple truth...of the subjective possibilities of objective things. In short to clarify for you the origin and power of beauty - to let you see, that it is resident in function and form."

Student: "So is ugliness, isn’t it?"

The master: "To be sure."

Here Sullivan finds a link between objects and beauty that is not subjective; but, he still admits to the student that a building derived from form following function can still be ugly. However, he does suggest that the form of a building should follow function, at a minimum, to be considered beautiful. Like Plato, Louis Sullivan can not separate beauty from truth.

Figure 5: Rationality, Beauty and Truth for Aristotle (not to be taken out of context)

Again, Aristotle rejects form based on a justification of "inherent beauty" and insists on rational explanations. Aristotle, because of his high regard to the scientific method, would be able to graph truth versus beauty in Cartesian coordinates (an assumption I am making, he did not actually do this). He would assign truth as a different dimension to beauty; literally, truth on a separate axis from beauty. (Plato we remember would disagree, for Plato truth and beauty are linked and cannot be separated.) Aristotle would find architects to exist in the lower right of Figure 5. He would find engineers to be closer to truth.

If beauty and truth were valued equally, both architects and engineers would tend to be the same shade of orange. Only the greatest designers of us would be able to transcend this dichotomy and reach lighter spectrum (the upper right of Figure 5). But to do this, one must assume this so-called dichotomy between beauty and truth doesn’t exist, and live and design with that in mind. That is the difficulty. It is important to note both of these approaches are honest, albeit different. Whether the truth of beauty is found through laws of mechanics or archetypal forms may be less important. The question is... who will we as designers turn to next for beauty, Plato or Aristotle? Either way, both represent truth and that is good.

Michael Chusid's Response:

In my opinion, the best architects have their heart in Plato, and their head in Aristotle. This is a difficult balance to maintain, and indeed, many architects flip flop from one extreme to the other depending on whether they are working on the form of the structure or the mechanics of putting the building together.

As a building product sales rep, you may have to speak to someone from Plato one moment, and then someone from Aristotle the next. Either way, your goal is to help someone find the enduring "Truth" in your product.

Reprinted with permission by STRUCTURE® magazine, January 2007, www.STRUCTUREmag.org

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The True Benefits of "Non-proprietary" Articles

The latest e-newsletter from American School & Hospital Facility has an article titled "The True Benefits of Cleaning "Green"".

Cleaning institutional buildings poses many challenges for facility managers. In education and health care buildings, mangers must find safe and effective cleaning solutions, sensitive to the volatile health of their occupants. At the forefront of most managers’ cleaning agendas are needs to improve indoor air quality (IAQ), improve the health of buildings and the people who visit them, and reduce the negative impact to the environment both in the building and beyond. These are demanding objectives for any facility manager and are especially tough today for many who are faced with shrinking budgets. In these unique environments, managers must be armed with cleaners that are:

• Affordable and meet their budget requirements;
• Effective at removing a multitude of stains and dirt;
• Agreeable to their building’s IAQ and the environment.
Good start; sounds promising. Especially since the newsletter itself opened by talking about Indoor Air Quality (IAQ). As I read further, the article quickly came to focus on green cleaning as it applies to carpets. All the specific examples pointed to carpets. The case study discussed carpets. Even the section on reducing injuries discussed only injuries obtained by cleaning and changing carpets.

Looking at the end of the article, I was not surprised to see the piece was written by someone from a carpet cleaner manufacturer, XL North.

Let me be clear: I have no problem with this. Some people are distrustful of what they see as "insider articles", but I find them to be useful, as long as any potential author bias is made clear. Consider: cleaning carpets in an environmentally conscious way is an important issue. I would assume someone who produces carpet cleaning products can speak on the issue with expertise. I see no reason to doubt his facts and figures (although one study mentioned without citation seems a bit too good to be true). Important topic, expert writer, good information; sounds like a good article to me!

So this article is helpful to me as a reader, but how is it good for the company sponsoring it? Several reasons:

1. Viral marketing. They wrote an article, it got emailed to thousands of readers, I reposted the link, exposing it to new readers. Soon it will go onto my Twitter, Facebook, and LinkedIn profiles, get listed on Digg and Readit, and if even one person likes my article enough to repost it, the whole cycle starts again, bringing a whole new set of eyes to the magazine, the article, and the company. Meanwhile, all these links, mentions of the company name, etc. help raise the company's SEO score.

2. Expertise. A large part of successful marketing in the communication age is convincing prospects you are the one that can help them solve their problems. The internet has brought that to a personal level as well, which is why so many CEO's have their own blogs and Twitter accounts. Placing non-proprietary articles in respected periodicals demonstrates how much you and your company know about the topic.

3. Setting the Terms of Debate. This is an important but often overlooked benefit. Non-proprietary articles allow me to define the important issues in the way that is most beneficial to my company and my products. Done well, this means you determine the questions prospects ask your competitor.

I do have one qualm with this article; it is important that a non-proprietary article provides what it promises, and I think the title and introduction promise more than the article provides. If this were a seminar at a trade show, I would be disappointed by the exclusive focus on carpets when what I wanted was IAQ. This would be a stronger article if the title used the word "carpet". It would still be useful and interesting, but I would not walk away feeling something was missing.

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Where will your next great marketing idea come from?

If you are reading only the design and construction trade publications, you will usually be following the market rather than creating them.

I was thinking about this while reading Journal of Healthcare Protection Management, Vol 25 No 2, a journal published by International Association of Healthcare Safety and Security. Its articles are written mostly by healthcare facility management professionals and discuss concerns that may still be below the radar of designers and the building product manufacturers that serve the industry.

For example, an article by David Corbin, "Designing a 'Safe Room' on a Medical Nursing Unit Floor" describes an experiment at Faulkner Hospital, Boston. They observed an increase in violence by "at risk" patients. Following
extensive planning, they remodeled a patient room so it could be used with patients deemed to be a security risk, but without the sterility of a prison or psych hospital room. The table below identifies some of the changes. (Click to enlarge.)Note that it the changes affect hardware, cabinetry, communication systems, plumbingware, specialties, and other types of building materials. While this was one room in one hospital, it could mark a trend that may expand to include the hardening of walls, lighting, finishes, etc.

Another article in the same issue, "The SEO (Security Entrance Officer): A Wave of the Future of Healthcare Security," by Edward Panell, describes efforts by a hospital in Seattle to provide better control of entry into its facility. By the time a phenomenon becomes a TLA (Three Letter Acronym), it may well be on its way towards becoming a wave. While the Seattle Hospital solved its problems with aggressive staffing, it is possible to imagine that future hospitals may require different types of entrances, hardware, controls, monitoring equipment, and other building products.

When Chusid Associates did an extensive healthcare market research project in the 1980s, it was a time when the trend was to make hospitals "warmer" and more accessible. Perhaps the pendulum is swinging. One of our clients is already profiting from the increased security in healthcare.

Trends like these are occurring in all building types. Building product manufacturers who want to be leaders in their market segments should monitor leading indicators, and conduct fresh market research on a regular basis.

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