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.

Lena Reiff, a designer at Ross Barney Architects, provides fresh insights into how younger architects approach specification and what manufacturers need to do to better serve the next generation. The discussion explores the disconnect between architectural education and practice, evolving sustainability requirements, and how digital tools can bridge knowledge gaps.

• Specifications often happen last-minute with limited knowledge transfer between experienced and younger architects
• Product research is extremely time-consuming due to poor website organization and limited access to information
• Sustainability and embodied carbon are driving more specification decisions but require better data
• Public projects require multiple comparable products, making research particularly challenging
• Digital tools and databases could help streamline specification process but aren't fully leveraged yet

1. Make technical information readily available without gatekeeping
2. Provide clear product comparisons and alternatives
3. Include detailed sustainability data and lifecycle costs
4. Develop case studies showing real-world performance
5. Create separate website sections for different audience types
6. Ensure product information includes regional availability/limitations
7. Make details, BIM content, and standard product information easily accessible

Lena Reiff is a designer at Ross Barney Architects in Chicago, focusing on community engagement and public projects. With experience across retail, workplace, healthcare and public sectors, she brings a fresh perspective on how younger architects approach specification and material selection.

"Specs have kind of been done the same way for a long period of time. There's a lot in architecture that's changed in the past 20 or 30 years, but I don't know if that process really has." - Lena Reiff

"The architectural product websites are terrible. They're so bad... when you're a younger architect, you're just trying to learn about the product." - Lena Reiff

"Millennials don't love to pick up the phone and call people... Sometimes you're missing out because you don't have that information [online]." - Lena Reiff

The episode emphasizes the need to evolve digital presence and information accessibility to serve younger architects. Consider how your organization can improve online resources, sustainability documentation, and technical information access while reducing friction in the research process. Focus on making product information more readily available without requiring direct contact.

Christine Williamson, Professor of Architecture at Virginia Tech and building failure expert, offers invaluable insights into how architects evaluate product performance and what really matters in building product validation. The discussion explores the gap between marketing claims and practical needs, while examining how manufacturers can better support architects in making informed specification decisions.

• Product failures are rarely due to manufacturing defects - most issues occur at interfaces between different products
• Warranties matter more for project leverage and resale documentation than actual claims
• Manufacturers often don't fully understand how their products are used in practice
• Clear product descriptions and typical applications are more valuable than extensive performance data
• Installation instructions and field support are critical for preventing failures
• Product compatibility information is essential but often overlooked

1. Focus on clearly communicating what the product is and its primary applications
2. Provide comprehensive compatibility information with other materials/systems
3. Develop detailed installation instructions and field support
4. Be transparent about limitations and ideal use cases
5. Consider interfaces and sequencing in product development
6. Make technical documentation easily accessible
7. Invest in field representatives who understand construction

Christine Williamson is a Professor of Architecture at Virginia Tech specializing in building science and failure analysis. With 20 years of experience investigating building failures, she brings unique insights into product performance and specification. Her work focuses on understanding why buildings fail and how to prevent issues through better design and material selection.

"I've never even seen a warranty claim... Manufacturers very smartly will not want something to get to that point." - Christine Williamson

"You are just always better at being upfront and clear about what it is that you're selling... In the long run, who do you want to work with? You want to work with people who help you." - Christine Williamson

"Manufacturers can help... It's not the warranty language. It's how can I help my architects and my contractors avoid those way more common types of failures." - Christine Williamson

The episode emphasizes the importance of focusing on practical application support rather than marketing claims. Consider how your organization can better communicate product applications, compatibility, and installation requirements while building stronger field support capabilities.