Groundbreak 2020, a conference powered by Procore and sponsored by ProEst, Oct. 27-28, featured virtual keynote addresses, product announcements, more than 35 education sessions and online networking opportunities, an “Ask the Experts” portal and partner happy hours. Approximately 7,000 attendees, including CE, tuned in to hear the latest on technology, leadership and the future of the industry.
DAY 1
In the opening keynote, Procore CEO Tooey Courtemanche discussed construction technology, specific examples of contractors who have used “future proofing” to their advantage and announced that one of Procore’s products, Project Management, achieved official status as the “#1 project management application” by JBKnowledge, per their 2019 ConTech Report.
The closing keynote (sponsored by Sage) on day one featured a “Fireside Chat” with author and researcher Brené Brown together with Courtemanche. Leadership was the main topic of discussion. “We have to have braver leaders and more courageous cultures,” Brown says. For leaders, it’s critical to be vulnerable and strip away “armor” that prevents courageousness. She also advised contractors to prioritize human connection, even if by calling over the phone.
Notable sessions included:
“Safety EQ: The Power of Emotional Intelligence,” in which Camille Oakes, president of Better Safety, highlighted using the five components of emotional intelligence—self-awareness, self-regulation, motivation, empathy and social skills—as a way to increase safety performance.
“People > Profit: Building a Company + Cultivating a Brand,” in which Josh Levin, CEO of Empowered Electric, created turning “People > Profit” into a mindset in order to encourage a new generation of the construction industry.
DAY 2
Wednesday’s opening keynote address (sponsored by Bridgit), was titled very appropriately, “Leading During Uncertainty: How Inclusive Companies Win.” Conducted by Procore President and Chief Culture Officer Steve Zahm and Lt. Gen. (ret) Nadja West, the seminar discussed actionable steps to drive business success via a culture of inclusion.
“When you were a part of the army or the team, you weren’t a female soldier or a black soldier or a tall soldier—you were a soldier,” West says. As the first African-American three-star general in the history of the Army, as well as the highest-ranking woman to graduate from West Point, West is in a unique position to discuss leadership in light of our current national position. She believes that a leader provides “purpose, direction and motivation to accomplish the mission and improve the organization.”
Ultimately, she says, the best leaders achieve these goals through character and certain values, including loyalty, duty, respect, selfless service, honor, integrity and personal courage. “These are the values I live and serve by, that were codified in the Army,” she says.
The closing keynote of the conference, “A Way Forward: Building What’s Next by Challenging Myths,” was led by Procore Director of Industry Advancement Sasha Reed. She was joined by Dr. James Sullivan, undergraduate program director for the Rinker School of Construction Management at the University of Florida. Because much of the conference revolved around leadership, Sullivan discussed what is taught to these future leaders of construction. He refers to distinguishing between cultures—jobsite culture versus office culture—and the importance of establishing a personal brand (which would involve the use and knowledge of technology with and for that chosen work culture).
In an in-depth discussion, Reed and Sullivan address industry-wide workforce myths, such as the labor shortage, the definition of “construction,” mentorship and other concerns. “Developing and fostering relationships for the young person—for the student—to find their way in this industry” is, ultimately, the most important thing leaders can do, says Sullivan.
Notable sessions included:
“Apps, Automation and Analytics: Technology’s Answers to 2020’s Safety Challenges,” in which a panel—Alex Barthet, president of The Barthet Construction Law Firm; Carl McFarland, market sector executive at Kitchell Contractors Inc.; Eric Tucker, business development manager at Procore; and Nichole Carter, implementation & adoption manager at Big-D Construction—illuminate the proactive technologies created to protect workers and improve safety during the recent advent of new needs and an opportunity in the construction space. Panelists discuss contact tracing, data integrity, the benefits of competition, performance, process strategy for COVID-19 and more.
“Understanding the Owner’s Motivations and Concerns on Construction Projects,” in which Zachary Reiss-Davis, senior manager of product marketing, and Scott Nyborg, senior trainer of construction education—both from Procore—took “Groundbreakers” into the nitty gritty of the pains and priorities of project owners. Seeking to understand the owner from all facets—as a business, as a structure and as an entity built on people with role, responsibilities and genuine concerns—the seminar takes listeners through construction, bids and pre-construction through the eyes of an owner. They teach multiple nuances:
- Not all project owners own any real estate.
- Governmental owners run very similarly to the private sector; a core difference is that they serve the public good.
- The owner is exposed with the operational risk of the final result of the project.
- The owner’s circle of concern does not stop at the boundaries of the start and end of the project.
- The owner does not manage one project at a time.
- Owners manage an excess of data after the project is complete.
“An owner’s last experience with the project is an an owner’s whole experience with the project,” says Nyborg, which is why understanding their perspective—and catering to it—is so critical.
At this time, Procore is still planning an in-person Groundbreak event for 2021. Information for that event will be released in January 2021.
Editor’s Note: Procore is a member of ABC’s new Tech Alliance.
