Recorded live at the California Masonry Council's Design and Expo Day, host Adam Hutchinson sits down with William Sundquist of General Shale and the National Construction Specification Institute (CSI) to explore why brick continues to be one of the most authentic, durable, and sustainable building materials available today.

William shares his unexpected path into the masonry industry, explains why performance—not aesthetics—should always drive specifications, and makes the case for preserving historic masonry while helping designers better understand brick's long-term value. From thermal mass and lifecycle costs to sustainability and craftsmanship, this conversation highlights why masonry has a powerful story to tell—and why the industry needs to do a better job telling it.

In this episode:

• How a PR graduate with a pilot's license found a lifelong career in the masonry industry
• Why great masonry specifications start with performance—not appearance
• The costly mistakes that happen when restoration projects use the wrong mortar
• Why preserving historic masonry buildings protects both communities and culture
• How brick's thermal mass and longevity make it a naturally sustainable building material
• The overlooked sustainability story the masonry industry needs to tell
• Why authenticity and craftsmanship continue to set masonry apart from other building systems
• How General Shale is helping provide building envelope solutions across North America
• Why architects, builders, and owners should be thinking more about lifecycle cost—not just upfront price
• The importance of inspiring the next generation of designers through industry events and education

Connect with William:

LinkedIn: https://www.linkedin.com/in/william-sundquist-fcsi-9352522b

Website: https://generalshale.com/

Learn more about the Northwest Masonry Institute:

https://masonryinstitute.com/in-the-mix