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Barbra Batshalom, Executive Director
SPI Green Firm Certification Program: Is Your Firm Ready?
1. Purpose of program
2. OVERVIEW: STATE OF THE INDUSTRY:What’s not working and why?
3. WHERE THE COMMUNITY REALLY IS:Industry Survey Results
4. DEFINING THE PATH TO EXCELLENCE: Framework, Strategies, Metrics
5. DISCUSSION: Questions & Answers
Agenda
ARE WE “THERE” YET?
With all the progress we’ve made to ‘green’ our built environment, we have a long way to go. We face crises of climate change, public health, habitat devastation and economic implosion – so the question remains: What will it take to get “there” – to be on a path towards sustainability?
“END OF PIPE” SOLUTIONS AREN’T ENOUGH
Building codes and rating systems are “end of pipe” solutions. They help us determine a target and allow us to measure what we’ve done. That’s important, but not enough.
USGBC and LEED have dragged us (kicking & screaming) to a place where we finally base our work on performance, using metrics and accountability – but that has not been enough to go ‘up the pipe’ and transform professional practice.
The “root of the problem” is that we are still trying to use the same processes, behavior and mindset to deliver a new product.
Green building, LEED, net zero – whatever the project’s goal is – we can’t succeed without addressing our way of doing business. We need to reset our perceptions, expectations and increase collaboration to succeed.
Design and construction companies who have done this have realized success and delivered performance!
WE NEED TO ADDRESS “THE ROOT” OF THE PROBLEM
So we need a logical, methodological and rational approach to these issues. The SPI green firm program has done that - and provided a framework to translate behavior and culture to metrics and performance criteria.
THE CLASSIC CHALLENGE
As engineers, architects and builders, we are generally logical, rational and analytical. The “left brain” is where we thrive, solving problems, delivering solutions.
We are a “left brain” community struggling to address “right brain” problems!
We’re less comfortable dealing with “right brain” functions needed to implement sustainability initiatives: holistic synthesizing, subjective judgments, emotions and creativity.
HOW GREEN IS YOUR FIRM?…INDUSTRY SURVEY RESULTS
Before we share our framework and metrics, we’d like to share some context…
Links to blog with survey details:Part 1: http://bit.ly/cuIrMa Part 2: http://bit.ly/dhwZvc
Our framework has evolved from over 10 years of working in the industry and seeing the challenges companies face.
This industry-wide survey we conducted illustrates why our program is needed and what we need to change to succeed .
Following are some summary excerpts of the survey. Complete information and statistics can be found at the links below:
INDUSTRY SURVEY PARTICIPANTSDESIGN & CONSTRUCTION COMPANIES
Of the hundreds who participated in the survey, there was an even distribution between executive and senior company leaders and company or project managers.
Firms varied in size from 10 employees to 45,000 (with the majority being in the mid to large size companies)
LEADERSHIP & STRATEGY
Commitment to sustainability is in public mission statement, website, marketing materials?
Leaders at all levels make clear to staff that sustainability is part of the job?
“SMART” goals are consistently set for projects & organization?
Although public statements are consistently focused on commitment to sustainability, leadership does not consistently communicate that expectation to staff.
Goals are not usually SMART (specific, measurable, attainable, time-bound) and there is often a lack of clear accountability structure for sustainability.
PROJECT DELIVERY
All project achieve clear performance goals?
Every project manager incorporates life cycle costing into projects?
Project management is rooted in an integrative, collaborative process?
Clear performance targets not yet being set for every project (regardless of whether its pursuing LEED, BREEAM, etc. or not).
Integrative design not yet consistently used as the foundation for managing projects.
Inconsistent application of life-cycle costing to evaluate key systems decisions.
INFRASTRUCTURE & SUPPORT
Green design and spec standards are maintained & used consistently?
Clear roles are defined & accountable to support sustainability?
HR supports green practice: performance reviews, prof dev, etc
Green specifications not always maintained or used consistently.
Lack of clear roles and accountability for implementation of sustainability.
Critical tools and resources not always available and not used consistently on projects.
Performance reviews don’t evaluate sustainable design capability for key roles.
PARTNERING & COLLABORATION
Roles, responsibilities, and decision making processes mapped clearly on every project?
All contracts, scopes & fees create conditions conducive for success?
Consistent teambuilding with partners?
Contracts and team structures often create a barriers for integrative project delivery.
Teams rarely map their decision making process to achieve key performance targets.
Very little proactive team building happens among partners, between project commitments.
METRICS – OUTCOMES - PERFORMANCE
Company has a program & strategies to reduce its environmental impact over time
Company tracks (in any way) performance of its portfolio
Not tracking anything – either operations or portfolio!
Although 25% of these companies are not tracking anything, more than 40% have put some sort of program in place to reduce environmental footprint.
Over 30% are beginning to track the performance of their portfolio of work!
OBSERVATIONS FROM THE FIELD
WE HAVE A LOT OF “GAPS” TO ADDRESS:
• LACK OF LEADERSHIP, COMMITMENT• LACK OF ACCOUNTABILITY STRUCTURE• LACK OF CONSISTENCY• LACK OF INTEGRATIVE PROCESS• LACK OF QUALITY CONTROL• LACK OF TOOLS & RESOURCES• LACK OF SHARED LEARNINGS• DEPENDENCE ON LEED AS A CRUTCH
HUMAN NATURE DOESN’T HELP….(DON’T WE JUST LOVE NEW THINGS?)
THE JOURNEY TO EXCELLENCEDEFINING THE PATH
?This way to excellence in sustainable design!
So now the question is…where are you on the path to design excellence?If you have organizational “gaps” to close…what path will you take?
Our roadmap can help you.
THE ORIGINS OF SPI GREEN FIRM CERTIFICATION
SPIEXCELLENCE IN DESIGN
PROFESSIONAL PRACTICE
OWNERSHELPING TO CRAFT RFPs DESIGN TEAM SELECTION
PROCESS FACILITATIONPEER REVIEW
STRATEGY
A/E/C TRAINING
CAPACITY BUILDINGPROJECT COACHINGTOOLS & RESOURCES
GREEN FIRM BOOT CAMP
TRIBUTARIES LEADING TO CREATION OF SPI CERTIFICATION
…Building on12 years of work with A/E/C and Owners
WHAT IS THE SUSTAINABLE PERFORMANCE INSTITUTE (SPI)• TOOLS • RESOURCES• TRAINING• ORGANIZATOINAL CERTIFICATION
SPI CERTIFICATION EVALUATES AND RECOGNIZES ORGANIZATIONAL CAPABILITY TO DELIVER CONSISTENT, HIGH QUALITY SUSTAINABLE DESIGN SERVICES
…ACROSS ALL ASPECTS OF THE COMPANY AND AT ALL LEVELS
BEING CERTIFIED TELLS PROPERTY OWNERS THAT YOU ARE RELIABLE AND CAPABLE
Program Partners Include:
THE JOURNEY TO EXCELLENCEWhere are you?
JUSTSTARTING
OUT
“EN ROUTE!”ON YOUR
WAY
CONTINUOUS IMPROVEMENT
RELIABLECAPABILITY
CERTIFIABLE
Companies are at different places on their journey to achieving excellence in sustainability practice. No matter where you are – SPI supports you – or recognizes your achievements!
PROJECT DELIVERY
SUPPORT & INFRASTRUCTURE
OUTCOMES & METRICS
PARTNERING PROCESSES
LEADERSHIP STRATEGY & POLICY
SPI Certification Framework
= TRULYGREENFIRM
For each category we will summarize:•What it is
and then:• Issues•Solutions•Metrics
PRODUCTION INFRASTRUCTUREPARTNERING OUTCOMESLEADERSHIP
CommitmentVisionGoals & PurposeClear accountability at all levels, in all departments
Strategic Plan to achieve goals over time
Policies that support goals and implementation
LEADERSHIP
ISSUESTalk doesn’t
match actionsLack of SMART
goalsStaff don’t feel
empowered
SOLUTIONSArticulate clear goalsMake expectations and
priorities clearShift culture to align
with goalsImplementation /
strategic planMandate sustainability
on all projects
METRICSPublic materialsInternal
communicationsSURVEYS !!!Accountability
structure
LEADERSHIP
EVIDENCE of CONSISTENT application of sustainable design principles as a basis of design excellence – and ‘institutionalization’ of sustainability approach
Integrative design & project delivery is the basis for project management, on all projects
Clear performance goals, decision roadmaps and use of analysis to inform decisions applied to all projects.
Clear decision-making mapped out to address key performance targets
Drawings, specifications and models consistently incorporate green design standards.
PROJECTS
ISSUESNo clear goalsOnly ‘on
demand’Specs/dwgs not
consistentLow
performance
SOLUTIONSClear project goalsIDP as a foundation
for proj. mngmt.WorkplansLife cycle costing and
other analysis
METRICSMeeting notes /
agendasWorkplansAnalysisDrawings & SpecsBldg. CertificationsPerformance
tracking
PROJECTS
CRITICAL RELATIONSHIPS are highly collaborative
Creating “TEAMS” – project based and ongoing proactive team building
Intentionally creating conditions conducive to success: contracts, scope, deliverables, expectations
Enabling IPD and use of key tools, like BIM, amongst a team
PARTNERING
ISSUESBarriers to IPDLack of
intentional TRUST building
No collaboration plan
SOLUTIONSProactive team
buildingProject structure and
planProcess Mapping
METRICSScope/fee
charretteContractsMinutes, agendas,
workplansSURVEYS –
internal, external
PARTNERING
Tools and Resources (green products, analysis, etc)
Design/spec standards (institutionalized)
Professional Development through many methods (team learning, project based coaching, lecture, etc)
HR: Handbook, performance reviews, job descriptions, incentives (non financial)
Investment – ongoing – in projects, R&D, etc.
INFRASTRUCTURE
INFRASTRUCTURE
ISSUESLack of critical
toolsLack of internal
standardsLack of effective
prof. dev. plansHR doesn’t
support sustainability goals
SOLUTIONSClarify perf.
expectationsBuild critical tools Tie prof dev to
institutional performance goals
Institute clarity in job descriptions, perf reviews
Intentional learning and feedback
METRICSSurvey to all staffHandbook, office
manualNew employee
orientationsJob DescriptionsPerformance reviewsTemplates for agendas,
workplans, Tools & resourcesProfessional
Development plan
Track metrics and feedback loops for two scales of your business:
• Portfolio-wide performance of projects over time
• Environmental footprint of your corporation
OUTCOMES
OUTCOMES
ISSUESNo feedback
loops!No baseline or
plan to reduce footprint
SOLUTIONSRequest & track
performance dataStart baseline and
prioritize strategies to reduce footprint
METRICSLEED – especially
EBOM – Estar, etcStandard letter /
communication institutionalized
Client SurveysEnvironmental
Footprint baseline begun, executed and priorities identified.
RECOGNITION & TRANSFORMATIONObservations of best practices from SPI companies
Signs of Change…positive changes that we’re seeing:
Clearer Roles & Accountability: Director of Sustainability, other…
Institutionalization of standard practices/processes (IPD)
Partnering: Proactive relationship building using BIM workshops
Investment in green on projects from overhead, even when clients don’t ask for it
Change in workflow – moving integration function to earlier in the project – lowering costs, reducing risk
Project performance improves !
Baseline projects meet LEED without extra effort
Importance of Being Intentional !Successful firms have used a rigorous, strategic and systematic process.
Define Your Practice Now• What’s your market?• SWOT (strengths, weaknesses, opps, threats)• What’s your baseline – how green are you now?• What are your biggest challenges as a business?• What are the key systems, processes and practices that
you use currently?
Set Your Goals & Indicators• What are your BHAGs (big hairy audacious goals)• SMART goals? SMART =
(specific, measurable, achievable, realistic & time-bound)• What indicators & metrics will be tracked as feedback?
Define Strategies to Achieve Goals• Both long and short term strategies• Create early successes that you can measure• Make sure indicators are tracked to adjust as needed
Set Your Goals & Indicators
What’s your vision for the future? What are your goals?
Set achievable SMART* goals...
…understanding your current capabilities, future vision, and how you might get there.
*SMART = specific, measurable, achievable, realistic, Time-bound
Choose Paths to Achieve Goals
Create a Strategic Plan to Achieve Goals & Implement
…don’t forget:
• Identify and prioritize steps in the plan
• Assign people to be responsible for
implementation
• Indicators & Metrics need to be tracked
• Reporting should occur regularly
• Put a timeline on achieving your goals
• Test and adjust the tactics
Profitability and Financial ManagementGrowth (expansion into different markets)Staff Attraction and Retention (quality)Quality Control - Consistency in design and deliveryExposure/LiabilityManagement - staff and budget, company and projectTransfer of Knowledge and Knowledge MngmtMentoringRelationships
client (repeat and attraction)consultants
WHAT DEFINES ANY BUSINESS?HINT: if you base your internal discussions of goal setting in the context of basic business issues, you will have more ‘buy-in’. Start by addressing these fundamental questions and then tie sustainability back to them to understand your baseline:(see the “Sustainability Sample Plan” on our website)
1. Register on our website www.greenroundtable.org/certification
or email tova@greenroundtable.org 2. Intake information: company profile and context
3. Assessment and then one of two paths to certification:3a. AUDIT ! (If sustainability is truly institutionalized)
3b. GAP identification (if you have “gaps” to close)
We can provide support to address gaps in policy,strategy consulting, education & training, coaching
4. Certification
5. Annual, brief, Check-In
6. Every 3 years, re-certification
SPI Certification ProcessDec 10 Lock in Price
Owner and Company Endorsements
“Knowing a firm is certified tells me they have the leadership & systems in place to back them up. It sets them apart, makes
them a leader”Lawrence Healey,Dir. Real EstateBlue Cross/Blue Shield
Its in our hands
FOLLOW UP READING
Truth about green firms, “prequel”: http://bit.ly/greentruth
Links to blog with survey detailsPart 1: http://bit.ly/cuIrMa Part 2: http://bit.ly/dhwZvc
“The Integrative Design Guide to Green Building: Redefining the Practice of Sustainability” by 7group, Bill Reed
“Integrated Project Delivery: A Guide”, AIA Nat’l, AIA CA “Roadmap for the Integrated Design Process”, Stantec
ANSI standard for IPD – Whole Systems Integrative Process
Request a workshop in your area
Have “gaps”?
* Set “SMART” goals and identify strategies to achieve them
• Create an implementation plan to institutionalize
sustainability in an efficient, cost-effective way.
SPI Certification “Boot Camp” workshops can help:
½ day or 1 day format
Public, private or ‘team’ workshops possible
Working sessions to establish strategies
Contact us…
THANK YOU
617-374-3740
www.greenroundtable.org
info@greenroundtable.org
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