Inside the Spec - Episode 2: The Early Bird Advantage
Featuring Tyler Michieli, Associate Principal at Ford Architects and education studio leader, this episode explores why the schematic design phase presents a crucial opportunity for manufacturer engagement. The discussion reveals how early collaboration can transform a product from just another option into an integral project component, while examining what makes architects receptive to new products during initial design stages.
"Timing matters. Early engagement can turn products into project essentials."
Summary
Featuring Tyler Michieli, Associate Principal at Ford Architects and education studio leader, this episode explores why the schematic design phase presents a crucial opportunity for manufacturer engagement. The discussion reveals how early collaboration can transform a product from just another option into an integral project component, while examining what makes architects receptive to new products during initial design stages.
Key Insights
- Early product engagement is most critical for structural/envelope systems that fundamentally impact design feasibility
- Trust and technical expertise are essential - architects value manufacturers who can validate design concepts early
- Product selection priorities follow a hierarchy similar to MasterSpec divisions (foundations/structure/envelope first)
- Interior finishes and "commodity" products are typically selected later in design development
- Local presence and relationship-building at regional industry events are more effective than national shows
Practical Takeaways for Manufacturers
- Focus early engagement on products that impact fundamental design decisions
- Lead with technical expertise and feasibility guidance, not just product features
- Provide comprehensive documentation including testing data and sustainability metrics
- Build relationships through regional industry events and face-to-face networking
- Be transparent about product availability and lead times from the start
- Target project managers and project architects who drive early design decisions
- Demonstrate understanding of project type-specific requirements (e.g., education)
About the Guest
Tyler Michieli is Associate Principal at Ford Architects where he leads the education studio focused on creating high-performing learning environments. A registered architect in Colorado since 2016, he specializes in K-12 educational facilities and brings both practical and academic perspectives through his involvement in studio teaching and reviews.
Quotable Moments
"If I know more than a product rep knows, that rubs me the wrong way... You learn to trust the people that you work with on a regular basis." - Tyler Michieli
"It's not just the relationships, it's the trust in somebody that they're going to deliver and they know what they're talking about." - Tyler Michieli on manufacturer partnerships
"Sometimes it might be foundation insulation... XPS is XPS and it doesn't necessarily matter if it's pink or blue because it's getting covered up by dirt." - Tyler Michieli on commodity products
Next Steps for Manufacturers
The episode emphasizes that successful early engagement requires manufacturers to understand their product's role in the design process timing. Focus resources on building technical expertise, maintaining product availability, and developing strong regional relationships rather than broad marketing approaches. Consider how your product impacts fundamental design decisions to determine optimal engagement timing.