In 1995 Gartner Inc. gave us this clever graph which illustrates the way technologies are perceived in popular culture. The wikipedia entry for Gartner's Hype Cycle has a second version of this graph with various technologies plotted along its slope if you want to get an idea about how this works in general. In relation to BIM, we are sliding into the valley of disillusionment. This has little to do with the technology itself though. It has everything to do with how it has been marketed. Whatever Autodesk's marketing strategy, they sold BIM like pop-music to architects and promised real advantages to using the process. They sold it with shiny graphics and data-views so dense with information that everyone got a buzz and rushed off to order seats of Revit in droves without understanding how their workflows would be affected to get to that point. Of course it takes hard work to make such a huge change in the way we work!! Doesn't anyone still remember all those late studio nights in college? You didn't get yourself to the place you are now without hard work, why would you be able to go further without it?
So, the design industry has climbed to the Peak of Inflated Expectations and begun to bitterly slide down the other side. The interesting part of this trend is that we've been told that firms that fail to adopt BIM will become obsolete and irrelevant in short order... and they will. The quirk is that we all believed that it would happen on the way to the peak while everyone frantically trained their minions to use Revit so they could say they were using BIM. But you can't make your minions do BIM without being involved yourself. That's the old assembly-line design firm mentality - "I'll sit in my office and make cool pictures while my project architect figures it out and his drafters draw the construction documents... then as Phil Bernstein likes to say, we'll dare the contractors to build it." We began our descent when design firm leadership realized that either one, this BIM thing wasn't delivering, or two, that it wasn't going to happen that easily. I have a feeling that many firms are on the Slope of Enlightenment now -- accepting the challenge I posited in my tepid rant from yesterday.
I alluded to the exciting BIM uses I've seen from contractors and owners over the last year or two, and I think they are getting more out of BIM now because the flashy marketing blitz didn't hit them in their weak spot the way it did for designers. They responded better to practical matters like scheduling, logistics, management, budgets. They expect to get down in the trenches and muck out some solid processes that have a return on their investment. Personally, I'm a paradox. The best professors I've ever had have explained architecture as inherently contradictory - simultaneously asking us to think like kindergarteners and grad students, accountants and painters, scientists and mad-men. I like that role. I took to computers early in 1984 and started frustrating english teachers with word-processed papers that cut corners off the tedious procession of note-cards, outlines, rough drafts... But in the 1990s, the University of Kentucky had almost no serious ambitions about CAD or computers and we hand-drafted and built in chipboard with Exacto knives and Elmers glue. I learned architectural computing after my degree which may have helped me accept that improvements aren't a given. In other words, my expectations were not, and ARE not inflated. I slog it out every day looking for chances to make that model more useful. Make it go further. If contractors complain about the way architects make models, I try to improve that. If owners want to explore the ratios of rentable square-footage to common areas in relation to their pro forma, then I want my model to react to that... and not just once. I want that to be an option every time. So if I need to change the way I build things, then that's OK. Another great truism I've added to my arsenal is Phil Read's BEER test for BIM innovations: Better, Efficient, Elegant, Repeatable - the hook being that any innovation must be measured by how much time it saves us so we can drink beer on Friday instead of working overtime.
Heading up that slope of enlightenment to the plateau of productivity is going to take thinking like that. The problem for design firms is that the enmeshed ideas about hierarchy are currently inhibiting that thinking. The drafting minions tasked with doing BIM are under-educated in the high-level thinking that makes you an executive level designer and the leadership lacks (and looks down on) the computational literacy that their drafting minions graduate with. If you work for a firm where the partners have not had at least introductory training in the software you are asked to use, then you aren't going to make it far "doing BIM." On an end note, I commented to Phil Bernstein at the IPD and BIM Symposium in Charlotte last month that we seem to be saying the same things we said to architects back in 2005. To which he responded, "the same things still need to be said."


