Insights from verto360
Construction and The Pinocchio Protocol
Andrew Lutowicz, President, Verto360
August 19, 2024
I recently came across a thought-provoking blog post by Seth Godin about what he calls the Pinocchio Protocol. He pointed out that as a society, we’re not great at paying attention to invisible or gradual outputs. For example, he wrote that gas-powered leaf blowers would probably disappear if the smoke they released was black instead of invisible. And far fewer people would smoke if the deposits on their lungs showed up on their faces instead.
This got me thinking about the gradual and seemingly invisible outputs in the construction industry.
Despite countless studies over the years clearly showing that construction waste and inefficiency equate to trillions of dollars – or as much as 40% of the industry’s total revenue – little has changed. Why? Well, I suspect, much like those lung deposits, it’s because we don’t tend to see these challenges directly.
Consider this: when was the last time you stuck around a construction site? Chances are, you haven’t – and there are good reasons for that:
- Restricted Access: You can’t walk onto a construction site off of the street; you need permission, and in most cases, an escort with you at all times.
- Hoarding: Most construction sites have hoarding–fences and barriers–in place to keep the public safe. While extremely important, they also prevent people from seeing what’s happening inside.
- Safety Requirements: If you do get to enter an active site, you’ll need to wear safety glasses and other apparel, which you often need to provide yourself. For many people, seeing the site isn’t worth the hassle of tracking down all this equipment.
- Training and Certifications: On many construction sites, you need specific training and certifications, like “working from heights,” to enter.
While necessary and designed to protect our safety, these barriers also limit our ability to see what goes on – and what could be done better. We can’t assess the amount of waste because we can’t see it with our own eyes!
Studies suggest that approximately 30% of the work done on sites is actually rework, requiring more labor and materials – and increasing costs. For example, the Get It Right Initiative (GIRI) in the UK estimates rework costs at about 21% of project value, amounting to billions in additional expenses annually. And in addition, about 25% of all drywall delivered to a construction site ends up in the waste bin.
As I read Seth’s blog, I asked myself: if more people saw these inefficiencies firsthand, would it prompt change?
It took a while, but when construction professionals were getting hurt and even killed on the job, safety was prioritized more than ever, and legislation and protocols were put in place to protect them. Maybe if we treated construction waste with the same seriousness as hazardous materials like asbestos, it would get the attention it deserves. Because whether it’s public or private dollars, it’s your money being wasted. And there's a better way to build.
At Verto360, we use industry-leading software and a prefabricated approach to revolutionize your construction experience. By giving you the opportunity to see and experience your space before construction starts, you save time and money. Our approach involves minimal waste and reusable, recyclable elements, unlike many other construction methods. You receive a sustainability statement at the end of your project outlining all the environmental benefits–like reduced drywall use, off-gassing prevention, bio-based materials used, and more.
With prefabricated construction, elements of your space are measured and cut elsewhere and then brought to the job site for installation, making for a much more efficient process. Floors and ceiling tiles can be pre-installed, and there’s minimal exposure to hazards like silica dust and off-gassing.
We put efficiency and sustainability at the forefront. As Seth Godin puts it, if it’s important, you need to make it visible. And that’s exactly what our process does.
Get in touch for a free consultation – we’d love to hear from you!