In this episode of Inside the Spec, Megan Kacvinsky and Vardhan Mehta engage with John Crosby, the new president of the Window and Door Manufacturers Association. They discuss the challenges and opportunities within the window and door industry, focusing on overcommoditization, consumer preferences, and the importance of innovation and testing standards. John shares insights from his extensive experience in construction and policymaking, emphasizing the need for the industry to accelerate and adapt to changing market dynamics. The conversation highlights the significance of collaboration among industry players and the evolving expectations of consumers, particularly younger generations.

Caitlin Brady, Architect and host of the Architectette Podcast, joins Megan Kacvinsky and Vardhan Mehta on Inside the Spec to share her path into architecture and why early engagement in the design process is critical. The conversation explores how manufacturers can better connect with architects—through social media, events, and personal relationships—before the construction phase begins. Caitlin highlights the value of BIM, the importance of accessible technical data, and what architects really look for in a product partner. From navigating value engineering to building trust and prioritizing sustainability, this episode offers practical insights into how manufacturers can support—and stay top of mind with—design professionals.

David Lee, founding partner of Fame Architecture and Design and host of Second Studio podcast, shares candid insights into how manufacturers can meaningfully connect with architects. The discussion explores effective communication strategies across channels, the importance of authenticity in relationship building, and what really drives architects' attention in today's digital landscape.

• Office size significantly impacts engagement preferences - large firms often welcome structured lunch & learns while small firms need more flexible approaches
• Recency bias plays a major role in product selection - consistent, relevant communication keeps manufacturers top of mind
• Product aesthetics and presentation quality matter greatly - poor visuals can immediately disqualify products regardless of performance
• Technical information should be readily accessible without gatekeeping
• Authenticity is crucial - forced relationship building and AI-generated outreach are quickly detected and create distrust

1. Research firms before engaging to understand their size, focus and communication preferences
2. Maintain consistent but targeted communication - focus on relevance over frequency
3. Invest in high-quality photography and visual presentation
4. Make technical documentation easily accessible without requiring contact
5. Focus on clear, direct communication rather than artificial relationship building
6. Ensure marketing materials align with firm's design aesthetic
7. Be transparent about limitations rather than claiming to excel at everything

David Lee is founding partner of Fame Architecture and Design, specializing in high-end modern houses in California. He also hosts Second Studio podcast, which has produced over 400 episodes exploring architectural practice and design. His dual perspective as both practitioner and industry commentator provides unique insights into architect-manufacturer relationships.

"For smaller offices, lunch and learns are difficult because we count the hours and minutes in the day." - David Lee

"I'm more inclined to have two of three phone calls be to companies I heard about through professionals I know." - David Lee

"If your website looks really slick but it's for vinyl windows... in our space, it's not considered high-end. Among architects, we laugh - there's no such thing as luxury vinyl." - David Lee

The episode emphasizes the importance of understanding your audience and tailoring engagement accordingly. Consider how your organization can improve visual presentation, technical documentation access, and authentic relationship building while maintaining consistent but targeted communication with firms.