I read Technology Review for the latest innovations and breakthroughs in fuel cell technology, transparent solar cells, exotic new batteries and things like that. But there are tons of much lower tech innovations happening all the time. I happened to meet a guy the other night who’s working on a new startup related to building construction.
They’ve developed a new structural component – basically a really strong sheet of plywood – and some connectors, and they think based on their current testing results that they can build houses for 70% of the cost of regular 2×4 stud construction, much faster. They have almost no waste on the job site, and the waste in their factory is all reused. The system is fairly green as well – the feedstock for their plywood is bamboo, one of the best plants for taking up CO2 – and they use non-toxic glues and finishes. And their construction method will work very well for [intlink id=”393″ type=”post”]passive houses[/intlink] as [intlink id=”368″ type=”post” target=”_blank”]discussed elsewhere[/intlink] on “Keeping The Lights On”.
But just like the fuel cell breakthroughs, these low-tech innovations have a tough road to travel to success. For a new building process, you have to convince builders that it’s a better alternative, and that they’ll make more money faster. You also have to certify that the houses will stand up in an earthquake, weather a big storm (or ten of them, over the years), and do all the normal things that houses do in their lifetime. You can be sure that other innovators are coming up with competitive building technologies, all trying to accomplish the same thing as you – displace the old way. So not only do you have to deal with differentiation and other competitive marketing activities, but this also means the air around the head of your prospects is blue with pitches from every direction about “revolutionizing the industry” and “lower cost, faster” and “extremely green.”
If you accomplish all those things, and get a good competitive position, then you have to actually make the new materials and all the fittings, making sure you can address the trickier needs of real houses – which are not just square walls and right angle corners.
I think the new plywood-based approach I saw can address all these issues, but my point is that just because it’s good, it’s still going to be a difficult journey. That’s true of any new innovation.
I hope to do an interview in March with the “plywood people” and put it up on the blog, and I’ll be asking them how they plan to address all these issues as they ramp up. It should be interesting to watch them and other innovations in the building trades, especially in this time of massive investment in green building and energy efficiency.