The number of software programs in the construction industry only continues to increase. While technology companies generally create them with good intentions, the disparate nature of each program has resulted in major communication challenges for project stakeholders and contractors. We’ve actually covered this issue extensively in Gray Work: The Silent Productivity Killer.
A similar communication challenge occurs between the different parties that work in the construction industry. From structural engineers and architects to construction workers and project leaders, a lot can get lost in translation.
Thankfully, on the software side of the equation, there are application programming interfaces (APIs) that allow software applications to communicate with each other. By defining a set of rules and protocols, an API acts as an intermediary that enables different software systems to interact seamlessly.
But what’s the equivalent on the person-to-person side of the equation? I believe thought leaders are “human APIs.”
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Connecting Problems with Solutions
There is a problem of communication that emerges when technology vendors go to define and categorize their products. They’ll use phrases such as “Labor Productivity Platform,” “Digital Job Site,” “Process and Workflow Automation,” or my favorite, “Digital Twin.” Admittedly, these classifications do an excellent job of communicating a sense of advancement. However, none actually align with an end user’s articulation of a problem. To make matters more challenging, an ever-growing number of solutions are available for seemingly the same problem.
For this reason, software companies are increasingly relying on thought leaders as a kind of “human API” to translate their solutions’ features and functions into user-centric language. Or, put simply, thought leaders connect problems with solutions.
The Problem-Solution Translators
There is a Babel situation emerging in the construction industry, meaning no one seems to be speaking the same “language.” First, solution providers often misalign their messaging with end-users’ needs. For instance, companies may tout their solution as a digital twin technology while their customers are searching for building information modeling software (BIM) or 3D laser scanners.
Furthermore, every end-user—be it a designer, construction team, specialized contractor, consultant, vendor, or stakeholder group—uses a different combination of technology solutions. In fact, a worker uses an average of 11 software applications a day. Consider that number across a myriad of contractors, stakeholders, and vendors.
Finally, few of these solutions play well with one another. Case in point: 69% of respondents to a Quickbase survey said using multiple project management software solutions prohibits them from easily sharing project-related information. These communication challenges are responsible for lost productivity, delays, and worker burnout.
From the messaging behind a solution to the number of solutions available, it can be challenging for an end-user to tell what will work for a given problem. It’s one of the reasons many teams use Excel as their fallback software. But that’s where thought leadership comes into play.
Imagine an industry where software solution providers can expertly bridge the buzzword barrier of new technology, their solutions find their way into the right hands at the right time, and end-users can better communicate with one another.
Thought leaders are making this happen. Trusted leaders in the field can act as a “human API,” parsing through the complex jargon of technology providers and translating it into practical, user-centric language that all project stakeholders can understand. But this translation is not just about converting technical terms. It’s about contextualizing solutions as they pertain to real-world problems.
Consider the myriad of stakeholders involved in a commercial building project: architects, structural engineers, general contractors, specialty contractors, vendors, and the end clients. Each group has its own priorities, terminologies, and pain points. Without a common language, these parties often find themselves dealing with delays, miscommunications, and rework.
Be Sure to Read: Gray Work: The Silent Productivity Killer
Always Bridging the Gap
Every team and every project is different. It’s why there’s currently no monolithic piece of software that is flexible enough to do it all–it’s possible there never will be. But that’s why APIs exist. They allow all the different software in your toolbox to communicate with each other.
Human APIs provide the same service for end-users and providers, helping them connect their problems with solutions. By deeply understanding the construction industry, human APIs can infer and predict needs based on years of experience and empathy. Likewise, they become advocates for those in the industry and technology evangelists for the best solutions.
I’m confident that with the right industry thought leaders stepping up to the plate, we can connect problems with solutions, ultimately do more meaningful work, and build better, more sustainable projects. If you’re interested in learning more about this concept of thought leader as a type of human API, reach out to me and listen to the Contech Crew podcast.
