The Power of Storytelling in Construction

Meet Otis Odell, a principal at HED, an architecture design, engineering, and planning firm across eight offices in the USA. He oversees the National Business Leader role for housing and mixed-use projects. He leads a team within a company of approximately 450 people across nine offices, working in various sectors, including affordable housing, workforce housing, market-rate housing, luxury housing, student housing, senior housing, and hospitality. His experience in modular construction dates back to the late 1980s, when he worked as a young project architect on a modular project. He has closely followed the rise and fall of the modular industry and remains a strong advocate for its potential, particularly in light of current industry challenges.

We start the conversation with Otis sharing his background and role in the industry. He then shared his thoughts on modular construction becoming more viable due to the increasing challenges faced by the construction industry, such as rising costs and labor shortages. According to him, the key to success lies in effective collaboration between the design team and the fabrication team. He also discusses how learning from past failures has helped the industry understand the importance of standardization, communication, and empathy for the different partners involved. We then move towards the housing projects and their significant impact on communities, where Otis explains the fundamental role houses play in people's lives, as they provide not only shelter but also security, community, and a sense of belonging. We also talk about how the relationship between individuals and their homes varies between cultures, with American culture frequently highlighting the transactional nature of housing, whilst other cultures place a greater emphasis on community and collaborative living.

Further into the conversation, we dive into the power of storytelling. Storytelling is a crucial tool in moving projects forward, as it helps connect ideas, goals, and experiences in a meaningful way. Every project has a distinctive story that can be leveraged to foster trust, motivate action, and propel achievement. According to Otis, by understanding and listening to a client’s needs, you can craft a narrative that aligns with their aspirations and demonstrates your capability to deliver the desired results.

EPISODE HIGHLIGHTS

[14:43] Otis’s background and his role in the industry.

[06:31] Insights on modular construction's viability.

[11:40] Contractual structures and owner involvement. 

[13:44] Navigating regulatory complexities in California housing. 

[17:27] Housing projects and their significant impact on communities. 

[23:17] The importance of embracing diversity. 

[24:47] The power of storytelling. 

[29:11] The relationship between sustainability and cost in construction projects.

[34:23] Developing trust and collaboration among all parties. 

[41:54] The future of modular construction.

KEY TAKEAWAYS

1. Professionals in architecture and fabrication should be willing to collaborate more openly and understand each other's perspectives. 

2. Regularly monitor and advocate for relevant legislation.

3. When working on housing projects, it’s important to understand the community’s values and needs.

4. Focus on creating spaces that promote community integration.

5. Making a conscious effort to interact with individuals from different backgrounds can greatly expand one’s perspective and enhance personal growth.

6. Always start by listening carefully to the needs and goals of those you're working with. 

7. Create a foundation of trust by clearly defining the project’s goals and the key drivers of success.

RESOURCES

Connect with Otis

Website - https://hed.design/people/jerome-otis-odell 

LinkedIn Handle: https://www.linkedin.com/in/jerome-odell-aia-leed-ap-390833118/

Restaurant Reccomendation: https://www.tavernettadenver.com/menus/

Additional Construction Genius episode to listen to: Katerra: The Rise and Fall of a Billion Dollar Construction Start Up https://www.constructiongenius.com/podcast/katerra-the-rise-and-fall-of-a-billion-dollar-construction-start-up/

THE SHIFT

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Is an executive or leader in your company struggling? Reach out to Eric to discuss how his transformative executive coaching approach can help. Schedule a 10 minute call with Eric today to learn more: 10minuteswitheric.youcanbook.me