It was 7:42 a.m. on Monday. My inbox was already a hot mess. Reps were asking for 15 minutes to chat. Reps saying their product is the “perfect fit.” Reps who clearly haven’t looked at a single thing we’ve designed. And I get it. They’ve got quotas. Architects have deadlines. But we get tired. Tired […]
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#091 – The Long Silence: How to stay relevant when projects go dormant for years
Here’s the scenario that likely keeps you up at night. You closed a major spec 18 months ago. Phase 1 of a hospital campus expansion. The architect loved your product. Installation went smoothly. Everyone’s happy. But Phase 2 won’t start design for another two years. Your CRM shows zero activity. Your manager asks about it. […]
#090 – The dadgum sammiches aren’t gonna’ get you specified!
Selling outcomes, not products: The “peace-of-mind” pitch Architects aren’t just specifying a product; we’re “buying” an outcome. I talked to an architect friend about this last week. Asked her what makes her pick one product over another when she’s spec’ing a project. She didn’t mention performance specs. She said, “I choose whoever makes me confident […]
#089 – Real Q&A: Lunch & Learns, substitutions & going upmarket
$@#%&*!!! Well, that sucked! I was just finishing editing today’s newsletter in Notion when there was a glitch, and I lost the whole thing. Just like that. I tried a few things and couldn’t resurrect the text. So, since it was already 5:00 AM, I had to decide whether I skip today, or come up […]
#087 – The bedtime mistake that made my son light up… and your architects could too
When “getting it wrong” was the best part When my son was younger, we’d read Redwall together at bedtime. If you’ve read it, you know the vibe: castles… medieval mice… warrior badgers with the bloodlust… epic battles. But in our house, Redwall was a full-blown performance. Every character had a different voice […whether it made […]