Inside the Spec - Episode 1: Breaking the Spec Cycle
In this debut episode, hosts Megan Kacvinsky and Vardhan Mehta explore what really drives architects to switch specifications, featuring guest Andre Baros, Senior Director of Materials and Research at AceLab. The discussion dives deep into the psychology of specification inertia, examining how manufacturers can successfully navigate the complex world of architectural specification and what it truly takes to convince architects to try something new.
"Designing for the real world isn't easy."
Summary
In this debut episode, hosts Megan Kacvinsky and Vardhan Mehta explore what really drives architects to switch specifications, featuring guest Andre Baros, Senior Director of Materials and Research at AceLab. The discussion dives deep into the psychology of specification inertia, examining how manufacturers can successfully navigate the complex world of architectural specification and what it truly takes to convince architects to try something new.
Key Insights
- Trust and relationships with manufacturer representatives are crucial - technical expertise and consistent follow-through matter more than the product itself
- Architects need comprehensive data packages that match industry standards for comparison
- Success often requires bringing in the full technical team, not just sales representatives
- The residential market can be an excellent testing ground for new products due to lower risk and better opportunities for photography/case studies
- Interior designers can be an unexpected but effective entry point for exterior product specifications
Practical Takeaways for Manufacturers
- Focus on building long-term relationships through technical expertise and reliable follow-through
- Provide complete testing data and certifications - warranties alone aren't enough
- Deliver consistent documentation that matches industry standards for easy comparison
- Help architects understand how your product compares to alternatives
- Consider targeting residential projects first to build credibility
- Engage with firm-wide technical committees, not just individual lunch-and-learns
- Look for opportunities to bridge interior/exterior applications
About the Guest
Andre Baros is Senior Director of Materials and Research at AceLab. His architectural career includes positions at Harry Weiss Architects, Wheeler-Kerns Architects, HOK, and SA&R. He has also taught studio at the University of Colorado Denver, bringing both practical and academic perspectives to material selection and specification.
Quotable Moments
"Follow through is a big one... I fell in love with a product based on the manufacturer's excellent online presence... but I could never get that follow through to get it into the project." - Andre Baros
"Familiarity is another safety factor." - Andre Baros on risk management
"You don't get a second chance on a building." - Andre Baros on product innovation risks
"Test data tells me before I install it that it's going to work. Just like specs, certifications are another great shortcut to knowing if something's going to work or not." - Andre Baros on product validation
Next Steps for Manufacturers
The episode highlights the importance of moving beyond traditional product marketing to focus on building trust through technical expertise, comprehensive data packages, and reliable support throughout the specification process. Consider how your organization can better support architects in their decision-making process and internal firm dynamics.