Pace of Adoption
I recently read through this article discussing the adoption of digital technology in the construction industry; it is a great post, well presented, and full of important insights. I was, however, a bit confounded by the underlying tone highlighting challenges AEC owners face trying to inspire enthusiasm for technology adoption amongst their staff.
After many years attending a broad array of industry conferences, I have interacted with many professionals in the industry at varying levels and roles within a given company. What I have found is that the production level employee is often the one seeking to adopt technology, with resistance to adoption stemming from company leadership.
I faced this is a reality in my professional development. After 30 calls to 30 firms looking for an opportunity to use my BIM skills with an existing company, and receiving responses like “there’s no demand for that” from firm principals, I would ask of those in leadership positions, “are you creating an environment of innovation?”
When it comes to digital strategy and acceptance, production rates play an important role in determining the ROI of BIM adoption. The lag associated with new platform adoption is often a significant barrier to enthusiastic digital integration and compliance. As the leader of a company, I set the production rates, resulting in the sometimes-daunting task of weighing the cost/benefit of a platform change. Therefore, I understand firsthand the risk involved when making these decisions.
Over the last few years, I have consistently witnessed the value of BIM being called into question. However, the recent open letter to AUTODESK by AEC industry leaders certainly demonstrates demand and desire for BIM and comprehensive digital platform innovation.
As a small firm owner, I am all for significant industry influencers creating a call-to-action directed at an industry tech giant. Those of us actively consuming and adopting construction technology are building a new market sector with products dependent on tech companies. We need to ensure that this unique ecosystem has a broad and collaborative intent.
So, yes, creating a cohesive voice demanding continued support allocated to software development is an excellent holistic goal. However, I would also ask leaders of AEC firms, “what are you doing to broadcast your enthusiasm for BIM and construction technology?”
We often hear, “what is the cost of adoption?” Better yet, the question should be, “what is the cost of not adopting?” Part of that equation needs to be broadcasting new and incredible services available to our clients enabled by technology and how these innovations are impacting the overall approach and deliverables.
In the time I have worked in the industry, I have often seen new capabilities treated as backend, behind the curtain, production workflow efficiencies that are rarely highlighted nor marketed to clients. Technology adoption is often treated as company IP, part of a “secret sauce” that created efficiencies in a workflow and, therefore, better margins for the company, but without looping the client to new services. How are our clients supposed to see the value in those improvements if we are not broadcasting these unique benefits?
What we need to see is technology being default, with a broader array of services created by technology being marketed as the key differentiators rather than the technology itself.
We have better visuals, less project lag, less waste, more efficient building methods, post-construction facility maintenance and management enabled by a digital twin, and so much more.
As professionals in the industry begin to endorse the benefits of BIM and digital construction technology, the audience will grow. Adoption will broaden, demand will increase, competition will be fostered, and pricing will become more absorbable.
So, let’s acknowledge that the pace of adoption is dependent on industry leaders recognizing enthusiasm amongst the staff may already be there, and it is our job to create a collaborative framework that fosters and empowers that enthusiasm.
BUILD BETTER TOGETHER
Lindsay Prichard-Fox