𝐊𝐄𝐘 𝐆𝐀𝐏 𝐐𝐔𝐄𝐒𝐓𝐈𝐎𝐍𝐒 𝐅𝐎𝐑 𝐀𝐄𝐂 𝐓𝐄𝐀𝐌𝐒 𝐑𝐄𝐆𝐀𝐑𝐃𝐈𝐍𝐆 𝐌𝐀𝐒𝐒 𝐓𝐈𝐌𝐁𝐄𝐑 𝐂𝐎𝐍𝐒𝐓𝐑𝐔𝐂𝐓𝐈𝐎𝐍

I was recently on a Zoom call with several people I connected with at the International Mass Timber Conference in Portland a few weeks ago, discussing ways to expand the reach of the mass timber movement so it no longer feels “emerging,” but instead becomes a more common-sense approach to construction.

This year’s conference sessions tackled many of the critical “key gap” questions facing AEC teams—if only we could capture that collective expertise and instantly share it with the entire global AEC community.

Most Mass Timber messaging focuses on sustainability and design appeal, but developers, architects, and engineers prioritize cost, risk, constructability, and approvals.

𝘚𝘰𝘮𝘦 𝘰𝘧 𝘵𝘩𝘦 𝘬𝘦𝘺 𝘨𝘢𝘱𝘴 𝘵𝘩𝘢𝘵 𝘸𝘦𝘳𝘦 𝘢𝘥𝘥𝘳𝘦𝘴𝘴𝘦𝘥 𝘢𝘵 𝘵𝘩𝘪𝘴 𝘺𝘦𝘢𝘳𝘴 𝘤𝘰𝘯𝘧𝘦𝘳𝘦𝘯𝘤𝘦:

𝐇𝐚𝐫𝐝 𝐜𝐨𝐬𝐭 𝐜𝐥𝐚𝐫𝐢𝐭𝐲 (real comparisons, not “can be competitive”)
𝐑𝐢𝐬𝐤 𝐭𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐜𝐲 (fire, insurance, moisture, real-world issues)
𝐂𝐨𝐝𝐞 & 𝐚𝐩𝐩𝐫𝐨𝐯𝐚𝐥 𝐩𝐚𝐭𝐡𝐰𝐚𝐲𝐬 (what actually works, where)
𝐁𝐮𝐢𝐥𝐝𝐚𝐛𝐢𝐥𝐢𝐭𝐲 (schedules, logistics, contractor confidence)
𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐞𝐫 𝐑𝐎𝐈 (speed, premiums, long-term value)
𝐒𝐭𝐚𝐧𝐝𝐚𝐫𝐝𝐢𝐳𝐚𝐭𝐢𝐨𝐧 (less “custom,” more repeatable)
𝐂𝐫𝐨𝐬𝐬-𝐭𝐞𝐚𝐦 𝐦𝐞𝐬𝐬𝐚𝐠𝐢𝐧𝐠 (one story that works for all stakeholders)
𝐏𝐨𝐬𝐭-𝐨𝐜𝐜𝐮𝐩𝐚𝐧𝐜𝐲 𝐩𝐫𝐨𝐨𝐟 (performance over time)

𝘉𝘰𝘵𝘵𝘰𝘮 𝘭𝘪𝘯𝘦:
👉 The industry is still selling the material
👉 But AEC teams are deciding based on project outcomes (risk, cost, speed, certainty)

𝐓𝐡𝐞 𝐛𝐢𝐠 𝐢𝐝𝐞𝐚 𝐟𝐨𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐌𝐚𝐬𝐬 𝐓𝐢𝐦𝐛𝐞𝐫 𝐢𝐬𝐧’𝐭 𝐚𝐛𝐨𝐮𝐭 𝐡𝐲𝐩𝐞; 𝐢𝐭’𝐬 𝐚𝐛𝐨𝐮𝐭 𝐫𝐞𝐝𝐮𝐜𝐢𝐧𝐠 𝐮𝐧𝐜𝐞𝐫𝐭𝐚𝐢𝐧𝐭𝐲 𝐚𝐭 𝐬𝐜𝐚𝐥𝐞.

If you consistently show:
• real numbers
• real constraints
• real outcomes
…𝘺𝘰𝘶 𝘴𝘵𝘰𝘱 𝘣𝘦𝘪𝘯𝘨 “𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨” 𝘢𝘯𝘥 𝘴𝘵𝘢𝘳𝘵 𝘣𝘦𝘤𝘰𝘮𝘪𝘯𝘨 𝘥𝘦𝘤𝘪𝘴𝘪𝘰𝘯 𝘪𝘯𝘧𝘳𝘢𝘴𝘵𝘳𝘶𝘤𝘵𝘶𝘳𝘦 𝘧𝘰𝘳 𝘈𝘌𝘊 𝘵𝘦𝘢𝘮𝘴.