You have got to be kidding!

A sense of humor is a great asset for a building product sales rep. A good joke can help thaw a cold prospect, defuse a tense negotiation, and salve your wounds.

I have found an excellent trove of jokes about engineers at www.inflection-point.com/jokes.php. Most of them work just as well if you exchange "architect" or "contractor" for "engineer."

Here are a few examples that I hope you enjoy:

A New Element Discovered!
A major research institution has recently announced the discovery of the heaviest element yet known to science. This new element has been tentatively named "Administratium."

Administratium has 1 neutron, 12 assistant neutrons, 75 deputy neutrons, and 111 assistant deputy neutrons, giving it an atomic mass of 312. These 312 particles are held together by a force called morons, which are surrounded by vast quantities of lepton-like particles called peons.

Since Administratium has no electrons, it is inert. However, it can be detected as it impedes every reaction with which it comes into contact. A minute amount of Administratium causes one reaction to take over four days to complete when it would normally take less than a second.

Administratium has a normal half-life of three years; it does not decay but instead undergoes reorganization. In fact, Administratium's mass will actually increase over time, since each reorganization causes some morons to become neutrons, forming isodopes. This characteristic of moron-promotion leads some scientists to speculate that Administratium is formed whenever morons reach a certain quantity in concentration. This hypothetical quantity is referred to as "critical morass." You will know it when you see it...

Salesmen
An enthusiastic but somewhat unscrupulous salesman was waiting to see the purchasing agent of an engineering firm. The salesman was there to submit his company's bid, or price quote, for a particular job. He couldn't help but notice, however, that a competitor's bid was on the purchasing agent's desk. Unfortunately, the actual figure was covered by a juice can.

The temptation to see the amount quoted became too much, and the salesman reached over and lifted the can. His heart sank as he watched thousands of BB pellets pour from the bottomless can and scatter across the floor.

How to Find the Height of a Building
An engineering student, a Physics student, and a Mathematics student were each given $150 and were told to use the money to find out exactly how tall a particular hotel was.

All three ran off, extremely keen on how to do this. The Physics student went out, purchased some stopwatches, a number of ball bearings, a calculator, and got some friends. He had them all time the drop of ball bearings from the roof, and he then figured out the height from the time it took for the bearings to accelerate from rest until they impacted with the sidewalk.

The Math student waited until the sun was going down, then she took out her protractor, plumb line, measuring tape, and scratch pad, measured the length of the shadow, found the angle the building's roof made from the ground, and used trigonometry to figure out the height of the building.

These two students bumped into the Engineering student the next day, who was nursing a really bad hangover. When asked what he did to find the height of the building he replied: "Well, I walked up to the bell hop, gave him 10 bucks, asked him how tall the hotel was, and hit the bar inside for happy hour!"

Not Obsolete Yet...
John was well respected for his engineering knowledge. When a new computer system was put in to help with the engineering duties, the brass at the company was given a demonstration of the new systems abilities. To give the computer as test, the brass asked the computer a solve a difficult engineering equation. The computer promptly responded back with the perfect answer, "Ask John."

Building a Fence
An engineer, a physicist and a mathematicians have to build a fence around a flock of sheep, using as little material as possible.

The engineer forms the flock into a circular shape and constructs a fence around it.

The physicist builds a fence with an infinite diameter and pulls it together until it fits around the flock.

The mathematicians thinks for a while, then builds a fence around himself and defines himself as being outside.

Arguing with an Engineer
Arguing with an engineer is a lot like wrestling in the mud with a pig. After a few hours, you realize that he likes it.

Common Sense

During the heat of the space race in the 1960's, NASA decided it needed a ball point pen to write in the zero gravity confines of its space capsules.

After considerable research and development, the Astronaut Pen was developed at a cost of $1 million. The pen worked and also enjoyed some modest success as a novelty item back here on earth.

The Soviet Union, when faced with the same problem, used a pencil.

The Guillotine
Three men are sentenced to death for various crimes against a mythical and oppressive state. One is a priest, another is a drunkard and the third is an engineer.

The first to face the executioner is the priest. When asked if he wanted to lie face down or face up on the guillotine, he said, "I'll lie face up! I have nothing to fear. The Lord is on my side!" So he lay on his back and faced the razor-sharp blade. When it was released, the blade fell half way and stopped. The executioner exclaimed, "This must be divine intervention. You are pardoned, and you may leave."

The next was the drunkard. When asked the same question, he chose to lie face up like the priest, saying, "I'm a drunk, not an idiot!" So he lay on his back too, facing the sharp blade as the sun glinted off its keen edge. Again, the blade fell only half way and stopped. The executioner exclaimed, "The Lord is generous today. You are pardoned, and you may also leave."

Finally, it was time for the engineer. He also chose to lie on his back. After all, it seemed that was the lucky thing to do that day. He lay on his back looking up at the heavy blade tensing against the rope. Just before the blade was let loose, he shouted, "Wait! I think I see the problem!"

Efficiency Expert
The efficiency expert concluded his lecture with a note of caution. "You don't want to try these techniques at home."

"Why not?" asked someone from the back of the audience.

"I watched my wife's routine at breakfast for years," the expert explained.

"She made lots of trips to the refrigerator, stove, table and cabinets, often carrying just a single item at a time. 'Hon,' I suggested, 'Why don't you try carrying several things at once?'"

The voice from the back asked, "Did it save time?"

The expert replied, "Actually, yes. It used to take her 20 minutes to get breakfast ready. Now I do it in seven."

The next one lets the engineer be the hero, and give marketing consultants like Chusid Associates a once-over.

Sales and Marketing Experts
A group of Sales and Marketing experts were given the assignment of measuring the height of a flagpole. Wearing suits and ties, they marched out to the flagpole with their ladders and tape measures, falling all over themselves to get an accurate reading.

An Engineer comes along and sees what they're trying to do. He walks over, pulls the flagpole out of the ground, lays it flat on the ground, measures it from end to end, gives the measurement to one of the so-called experts, puts the pole back vertically into its slot in the ground and walks away.

After the Engineer has gone, the sales guy turns to a marketing guy and laughs. "Isn't that just like an Engineer?" he says. "We're looking for the height, and he gives us the length!"

Add your favorite joke in the comments, below.

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Trademark this Title™

I delight in creating meaningful phrases that express the identity of my clients' brands. I encourage clients to seek trademark registration ® for these phrases when appropriate, and to mark them with a ™ when registration is not possible.  (The ® mark provides greater legal protection than does a ™.)

I recently saw a website that appears to be misusing trademarks. Fentress Architects, a firm that does many airport terminals and other major public projects, enumerates eight principles to which they aspire. As a good marketeer, the firm has branded their principles as Touchstones of Design(tm). So far so good.

But then they claim the following touchstone phrases as trademarks:
  1. Discover the Natural Order™
  2. Use Context to Create Identity™
  3. Let Culture Guide Design™
  4. Celebrate the Entry™
  5. Listen Closely™
  6. Stay Focused™
  7. Restrain the Ego™
  8. Design for People™
Give me a break. These are not trademarks -- they are part of the architectural ethos and express ideas every architect learns in school or in the first few years of practice.

But here is the best part -- The firm has the chutzpah to say, under the Design for People™ label:

"Truly great architecture
is not controlled by catchphrases 
of the time."

(Emphasis added.) Having listed eight catchphrases (nine if we count Touchstones of Design™, the firm tries to shrug off catchphrases. I am surprised they didn't put a ™ after "catchphrases of the time".

LESSONS WE CAN LEARN
Use trademarks in moderation. Use too many and you start to look like you are trying too hard and maybe aren't as good as you claim.

Use trademarks wisely. Trademarks require protection. To secure the firm's trademark rights to "Listen Closely" or the phrases, the firm will have to monitor other businesses in their industry and pursue legal actions against violators.  This is a fight they will lose; an online search finds nearly half a million webpages that use "listen closely" in conjunction with architects or architecture.

Introduce your copywriter and your intellectual property manager. If your lawyer goes through a website aggressively flagging trademarks, make sure the copywriter doesn't badmouth catchphrases.

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Ironically, the firm does not denote trademarks on items that are clearly trademarks, like its distinctive logo.

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CSI-Compliant Specification Program

Michael Chusid has been designated a CSI‐approved Specification Reviewer. In this capacity, Michael will be assigned to review building product guide specifications from manufacturers participating in the Construction Specifications Institute's new CSI Compliant Document Program for Guide Specifications (CDP).

According to CSI, the Compliant Document Program,
"...is a structured program for reviewing manufacturer guide specifications for conformance with the CSI formats and guidelines. The guide specification should conform to the intent expressed in the application guidelines provided in MasterFormat, SectionFormat and PageFormat. Other good specification practices as identified in the CSI Project Resource Manual or CSI Practice Guides (Project Delivery, Construction Specifications, and Contract Administration) should be used for a specification to receive approval for receipt of the CSI compliance designation."
Manufacturers that pass muster and pay the fees can emblazon the CDP logo on their guide specifications, websites, and other marketing materials. Specifiers will, no doubt, find reassurance  and in this mark, giving it marketing appeal. CSI says the Institute plans to publish a directory of participating manufacturers, creating additional exposure opportunities for a brand.

It is critical, however, to note the program's significant limitation:
"The CSI Compliant Document program is not an evaluation of the technical merits, correctness of the material submitted, or the appropriate use of the work result being specified in a project." (emphasis added)
Put another way, a CSI Compliant Document can look like roses, but smell like manure. With or without CDP review, a guide specification can comply with CSI formats, language-usage guidelines, and other principles, but still be wrong, wrong, wrong!

BOTTOM LINE
Use the Compliant Document Program to catch a specifier's eye, but keep them in your pocket by making sure your document is clear, concise, complete, and correct.

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Chusid Associates offers a free, 10-Point SpecAudit(tm) to help you understand how to improve your guide specifications. Contact us to learn how you can take advantage of this offer.  Call +1 818 774 0003.

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Commissioning Architectural Photography

The American Institute of Architects and American Society of Media Photographers have jointly developed recommended practices for acquiring photography of architectural subjects.  They offer two publications that will be useful if you are trying to hire a photography to capture images of your products used in building projects.

Commissioning Architectural Photography: Best Practices in Working with a professional Photographer, is on the ASMP website or as a PDF brochure.

Sharing the Photographic Assignment: A Case Study, discusses the common practice of sharing the cost of hiring a photographer.

Chusid Associates recently shared the cost of photography. In our situation, it wasn't so much a matter of cost reduction, as access to the site -- a private office -- where the owner did not want to be bothered by multiple photo shoots.




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Find the right questions

Replace the words in brackets with marketing/marketeer, design/designer, or with almost any other profession, and the quote below will be just as applicable.

"The best [petrographic] examination is the one that finds the right questions and answers them with maximum economy in minimum time, with a demonstration clear to all concerned that the right questions were answered with all necessary and no superfluous detail. In practices the approach to the ideal varies depending on the problem, the skill with which the questions were asked, and the skill of the [petrographer]. On measure of the [petrographer]'s skill is knowing when to stop, either because the problem is adequately solved, or, in some cases, because it has been shown to be insoluble under the circumstances."
Katherine Mather, 1966, Petrographic Examination. Significance of Tests and Properties of Concrete and Concrete Making Materials, ASTM Special Technical Publication No. 169-A

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Myths about Crotchety Specifiers

This should be helpful for sales reps wondering how to win the trust and business of specification writers:

CSI Webinar: Care and Feeding of Your Specifier


November 29, 2- 3PM ET
Email-Button
Speaker: Nina Giglio, CSI, CCS, SCIP
Credit: 1.0 AIA LUs, 1.0 PDHs  
Cost: Member: $75.00, Non Member: $95.00

Working with a specifier can be a challenge; this session will explore the importance of understanding what a specifier can do for a project and that they are so much more than a necessary evil. We will dispel common myths about the crotchety specifier and provide tools for developing a working relationship that will benefit the entire process.

Specifiers have been the knowledge managers for projects for years, writing a specification is only the product that they produce. Being able to check boxes in a data base, or being able to word process in the most current program does not make someone a specifier. We will compare the many hats that a specifier wears and how best to work with them.

This webinar will benefit design professionals and project managers who are working with specifiers to assist the team in producing a better project. This session will also help facility managers and owners to understand the role of a specifier, and how their input is vital in the development of a project.

Learning Objectives
  • Identify what the specifier will bring to the project team.
  • Compare what a specifier does and their software tools.
  • Develop tools for working with a specifier.
  • Analyze project stages that should include the specifier.
Register now!

Have questions about CSI Webinars? Read the FAQs

Train your entire team with one registration fee-participants are charged per site/telephone connection-not per person. Space is limited and is on a first-come-first-serve basis.

All Registrations must be received 24 hours prior to the webinar. Telephone dial-in and web log-in instructions will be forwarded to you 24 hours before event. Please add jnorris@csinet.org to your list of safe senders to ensure delivery of webinar details. Cancellations received less than 72 hours prior to the event are subject to a $25 cancellation fee.

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Another Score for Advertising


Chusid Associates has been recognized for excellence in advertising. 

An ad we designed for Ceilings Plus has been honored as a TOP 50 award winner by Architectural Products.  Every year, the magazine tracks the number of reader requests for product literature resulting from each ad and editorial mention that ran in the previous 12 months (10 issues Sept 2010 - Aug 2011).  There were over 3000 tracked items, so the top 50 represents the top 1 percent in reader response. 

Giving credit where due:

Client: Ceilings Plus, Nancy Mercolino - President 
Creative: Michael Chusid
Copy: Steven Miller
Photography: Doug Hill
Art Direction: Stephen Klippenstein

Thanks also to Jim Fuhrer, sales rep for the magazine, for procuring the inside front cover position for us.


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Another Score for Publicity

As we’ve noted before, the real impact of publicity is notoriously hard to track and quantify.  With more and more publicity exposure taking place via the web – exposure that often remains available and searchable for far longer than most print media ever did – it’s harder than ever to know who’s reading what, and what percentage of them act on what they read.

Anecdotal evidence continues to come in, though, saying, “Publicity works.”  The latest installment:

Michael Chusid recently wrote an article in a major architectural magazine about an advanced materials conference he attended.  In it, he mentioned a company that made a presentation, a company that specializes in digital fabrication and has done a lot of work with resin composites.  They weren’t the focus of the article, just one of many things described.

A few weeks after the article appeared – I was going to say “in print,” but with simultaneous web distribution of most magazines, print has become merely the tip of the iceberg ­– the president of the company received a call from one of the largest and most prestigious architectural firms in the world.  They requested him to come and do a presentation to them.   That kind of request was the bullseye on his marketing strategy target. 

Of course, this was only shortly after publication.  Who knows how many more such inquiries he may get from that one mention, over the next few years? The shelf life of articles on the web has become pretty much Forever, and unlike the advertising, they show up in search engines.  We have had numerous inquiries recently, responding to articles we authored for clients two or three years ago.

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Digital Asset Management


Chusid Associates has recently entered the field of Digital Assets Management (DAM). We have invested in a new piece of DAM software to help us do our DAM job. This is a DAM-useful piece of software that simplifies many DAM projects. Its Graphics On Demand (GOD) capabilities allow us to quickly and easily produce a ### DAM slideshow, webpage, or presentation. If you would like us to help organize your DAM assets, let me know. Chusid Associates – We give a DAM!

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A Multitude of Materials

The quantity of individual components in even a simple building is enormous. A recent TV (and online) commercial makes this explict, extracting each screw, shingle, framing member, and other building elements in a dramatic animation:

Imagining this animation in reverse suggests the complexity of the material culture necessary to support our era's buildings. I am in awe of the ingenuity and dedication of the folks in the building products industry that make this type of complex assemblage possible.

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Wiki Revisited

I was asked, recently, about the potential for a new and improved internet-based source for building product information, a comprehensive and reliable source of information about construction means and methods.

It seems the industry already has many powerful tools for distributing information; the crucial issue is how to create and maintain the content. My suggestion is to "crowd source" it, allowing the learned members of the construction industry (including building product manufacturers) to create content.

Wiki tools, such as Wikipedia, are a good way to do this. I use Wikipedia frequently as a quick source of information, as demonstrated to the many Wikipedia links embedded in this post.*

When looking for building product information, many architects and builders begin their investigation on a search engine where pages from Wikipedia are often the first result returned. Archiplanet.org is another wiki specifically for architecture. Yet I note that these sites are woefully limited in building product information and neither uses industry standards for organizing data. They could be more useful to the construction industry if it were cross-referenced according to MasterFormat and OmniClass, industry standards for organizing construction information.

At the time of writing this, Wikipedia, for example: 
  • "Ceiling" does not cross reference MasterFormat Division 09
  • A search on "Acoustical Ceiling" returns 13 hits, but most of these are tangential. Wikipedia does not have a prime entry for the topic.
  • Wikipedia's "MasterFormat" entry links to the entry for "50 Divisions" where Division 09 links to a page on "wood finishing" --- hardly a complete discussion about finishes.
Amazingly, the following common building product terms do not have pages in either wiki:
  • "Concrete Admixture"
  • "Division 04"
  • "Single Ply Roof"
This makes me wonder if the construction community is willing to support a new, non-profit product database. Perhaps an individual or organization could champion such an effort. Is this an initiative that should be undertaken by a trade organization such as the Construction Specifications Institute (CSI)?  Is it a viable commercial venture that could be financed by selling ads? Or will a new generation of online tools soon render wikis as antiquated as three-ring binders?

Marketing Opportunities
While the industry sorts itself out, you have a great marketing opportunity. If you are in the ceilings industry, for example, why not take it upon yourself to provide and maintain good content about your area of interest.

While overtly commercial messages will quickly be deleted by the crowd sourced legions of wiki watchers, you will find many ways to direct prospects to your company, such as links to articles you have published, and describe technology specific to your products. Chusid Associates created the studcast page, for example, with links to articles we wrote for our client, articles that also list the client's name and contact info.

This blog is mentioned in the Wikipedia listing for scriptio continua:
Scriptio continua has become common in e-mail and internet addresses. For example, the address for the website "Building Product Marketing" is written, scriptio continua, as buildingproductmarketing.com, without spaces between the separate words.[4]
My business has little to do with Latin inscriptions, but I have had prospects call me after finding our link in the footnote on Wikipedia. It also helps our search engine listing.


 Other than the time you invest, there is no cost to participate in most wikis. It should be part of your social media and brand management programs.

For more information, see my earlier posts on the subject.

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* Wikis should not be relied upon for critical decision making since they can contain biased, incomplete, and inaccurate information. Still, they are powerful starting points for further investigation, and frequently provides links to other resources.

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About Chusid Associates

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