Industry insights
Building-product intelligence.
Grounded in architectural practice.
Practical analysis of the building-products industry, specification and the way architects assess products, evidence, risk and supplier relationships.
Selected writing
Architecture × products × communication × systems
Is your website stopping specifications?
A supplier website has to help an architect verify suitability, evidence and risk—not simply introduce the brand.
Read article ↗What place does price have in product specification?
Architects need commercial context, but price only becomes useful when it is connected to suitability, installation and whole-of-project value.
Read article ↗De-facto product bans
A product can disappear from consideration without any formal ban when unresolved risk becomes part of practice memory.
Read article ↗The golden rule for marketing to architects and specifiers
Be transparent and accountable about building-code compliance, testing and the limits of a claim.
Read article ↗How well do you understand architects?
Architects are not simply an audience segment. For many building products, they are the decision-makers who must specify before a sale can occur.
Read article ↗What is your competitive advantage?
A useful competitive advantage is specific, defensible and relevant to a decision an architect actually has to make.
Read article ↗Make your website specifier friendly
Design the information journey around product selection and verification rather than the internal structure of the supplier business.
Read article ↗How big is your audience?
The most valuable audience is not always the largest one; it is the group with the ability and reason to influence specification.
Read article ↗On the chopping block
Products are removed from a specification when uncertainty, substitution pressure or unresolved project constraints outweigh confidence.
Read article ↗Insights from large architectural practice
Larger practices reveal how standards, knowledge sharing and risk controls influence product selection across many teams.
Read article ↗Promoting Australian made
Local manufacture is most persuasive when the claim is connected to outcomes that matter on a real project.
Read article ↗