Construction Today - Volume 16, Issue 2 - 15
The Bad Ones Look Like the
until afterward, when the progress deliverables don't look anything
like the original, that the project owner realizes who they have created a relationship with.
As the chief technology
officer, Michael Boren
directs the product
strategy and technology
Become What You Sell
Maintaining the level of deliverable shown in pursuit of the project
is difficult for really good contractors, and impossible for the not-sogood ones. When you have to go way outside your normal process
to create a deliverable, it is painful in both cost and time. The further
outside your process, the greater the pain.
The answer is to build a process around an integrated solution
that ties all of your technology together seamlessly and is operated
by a diverse team, using processes that support seamless integration.
The idea is to get to a point in your business where the amazing
video flythroughs and data-rich BIM are simple snapshots of your
current progress, almost like hitting the "print report" button. Even
better is when that "Hollywood BIM" effect is simply a live, interactive presentation of your current progress.
Leveraging a fully integrated set of technology will allow your
team members to share data with others on the project team,
without having to do anything different from their day-to-day jobs.
Imagine a time where you don't have to pull your best team off to
spend a couple of weeks chasing a big job, in the hope that your
company gets it. Imagine what it looks like when that deliverable
vision for all of Beck
and manages the departments responsible for
quality assurance, technical support, as well as
As a 20-year veteran
in construction and
technology, Michael has
a passion for innovation
and a deep caring for
Using Excel and your gut to create estimates
and schedules, then packaging them with
a flashy video that is only loosely tied to
reality, is what the not-so-great contractors
do. To win a new relationship, the really good
contractors compile a team of experts who
have varied backgrounds in architecture,
surveying, estimating and field operations
to create a product that some would still call
Hollywood BIM - but with the important difference that it is founded upon rich sources
These good contractors are combining
experts with great technology to analyze
project requirements and create a narrative
focusing on challenges and opportunities
within the project. And they're letting this
narrative drive the creation of project visuals,
so that they are based on real data and a
tailored, well-thought-out solution.
The problem is that what the not-so-good
contractors present can look just like what
the really good contractors present. It's not
VOLUME 16, ISSUE 2 CONSTRUCTION-TODAY.COM
pursuit sales pitch is smoke and mirrors. The
quality of imagery of today's project interviews and visuals to wow clients can out-do
any science fiction television show, and some
companies use this tactic to get the client to
buy into the idea.
However, this is anything but reality.
Project owners know that what you're really
doing is "Hollywood BIM": creating a model,
or a video of what looks like a model, and
trying to make it look as pretty as possible,
with no real requirement that it be data-rich.
So what to do? The owner won't be impressed if you tell them that you really just
use Excel and drive your prices and schedules from whatever your senior estimator
thinks because he has worked there for 30
years. And you can't tell them that they are
going to get your B-squad project team because your good ones are booked for the next
couple of years. What's your best option?
Become what you sell.