Innovation. Sounds like a word best used to describe the startup activities of tech-crazed twenty-somethings in places like Silicon Valley or Seattle. SBC Magazine argues this month that innovation is taking place all over America in cities like Canton, Shreveport, Jacksonville and even little ol' Havre, Montana. The innovation is taking place in your component plant, specifically in your design office. In this month’s issue, SBCA launches its concept of “innovative framing” in three thought provoking articles and backs up the need for it with an article on seismic design. The term “innovative framing” is intriguing in itself. My grandfather built his first house in 1954 and not much has changed in framing since. I agree it's time we changed that.
Component manufacturing has always been a disruptive technology. Individually, roof and floor trusses, along with wall panels, have succeeded in reducing wood fiber, maximizing labor efficiency and improving the livability of wood-framed structures through a wide variety of ceiling profiles providing unique architectural effects. We need to maximize these benefits while leveraging the engineering capabilities of our component software provided by our plate suppliers. We hold the solution to load path resistance, energy efficiency and most other structural housing issues through our design and manufacturing capabilities. Many groups across the country recognize the inherent value of the truss/component design software and want to tap into that potential. Component manufacturers are in a unique place along the supply chain to disrupt the entire process and embed themselves in the operations of entities throughout the housing supply channel.
Merely recognizing an opportunity is no different than never seeing it at all. It takes action to fulfill potential. CMs in our industry have tremendous opportunity in the next several years. Our operations are lean and mean (thanks, downturn), our customers have a labor problem we are capable of alleviating, our suppliers have committed to our industry by providing us software solutions unavailable to others, and we have the ability to test solutions (SBCRI) before they reach the market. Now we must turn our attention to marketing our solutions. It's time we engage specifiers, building officials, framers and general contractors, educating them about the capabilities and capacities of the component manufacturing industry. This needs to happen at three different levels:
- Nationally. SBCA must take the lead informing architects, engineers and building officials of the advantages of innovative framing through components, the load path resistance design capabilities of component software and limitations of alternative framing methods. The National Framers Council is perfectly poised to engage framers and general contractors nationwide. This forum will allow them to interact over the capabilities we offer their group and we must be attentive to feedback we receive from them to continually improve our solutions.
- Chapters. Our chapters must play a role in promoting components and load path resistance techniques in non-competitive engagements like educational sessions and legislative outreach at the local and state level. As has been proven in chapters throughout the country, dialogue with state legislators, local code officials and council men and women is the best way to protect components from unjust code enforcement and adoption. Engaging local engineers and architects with chapter presentations and plant tours is a great way to introduce them to our industry and improve the likelihood of them specifying components.
- Locally. Each CM needs to be engaging all parties in the supply chain. I understand it is difficult to call on architects and engineers as those relationships take time to develop and often don’t lead to immediate sales, but you need to have the long game in mind. Think about where you want your company to be in years to come and start making the effort to go there today. The same goes for code officials. Starting a relationship with them through education is easy and often results in making tasks easier for the building official and CM alike.
In closing, I believe the August 2014 edition of SBC Magazine will stand as a watershed moment for our industry. If we commit to “innovative framing” as individual CMs, throughout our chapters and through our national SBCA organization, we will be able to brand ourselves as the solution to so many problems facing the construction industry. It’s time we make a name for ourselves and start being recognized for the solutions we provide.