SPECIFICATION

SHOULD YOU BE DOING MORE TO BE SPECIFIED?

The answer often feels like yes.

• More platforms.

• More tracking.

• More conversations.

• More technical support.

For many manufacturers, getting specified today means being listed across multiple platforms (some of which charge a small fortune), monitoring hundreds of live projects, following up relentlessly, and leaning heavily on basic models or drawings just to stay in the conversation. It’s time-consuming, resource-heavy, and increasingly difficult to sustain.

But doing more isn’t the solution.

Putting more effort into the same processes doesn’t scale. The real opportunity lies in doing things smarter, using better tools that do the heavy lifting early on, rather than relying on manual effort at the most critical stages.

WHAT DOES SPECIFICATION ACTUALLY MEAN?

When people talk about “specification,” they’re talking about the moment a product gets locked into a project.

It’s when designers and engineers decide what will be used, where it will be used, and why. That decision is written into drawings, schedules, and technical documents, ensuring the product meets the performance, compliance, and safety requirements of the building.

Once a product is specified, it becomes the reference point. And more often than not, the products discussed and understood early in the process are the ones that end up on site.

THE SHIFT WITHIN THE INDUSTRY

Specification has become significantly harder, not because the process is broken, but because the industry around it has changed.

Resources are tighter across the sector, while compliance requirements have become more structured, more rigorous, and far less forgiving. The introduction of the Building Safety Regulator and Gateway processes has reshaped how projects move forward, forcing decisions to be made earlier.

As a result, more information, greater certainty, and clearer evidence of performance are now required at the very start of the design process.

At the same time, the industry has moved firmly into the digital era. Design teams expect information to be accessible, consistent, and embedded directly into their workflows. Specification no longer happens through brochures and late-stage conversations. It happens inside models, platforms, and digital tools, often long before procurement is even considered.

This shift has brought new pressures. Value engineering is now the norm. More stakeholders are involved. Designers are under increasing pressure to de-risk decisions through compliance, performance data, and sustainability credentials. Products are scrutinised not just on cost, but on how clearly they communicate value, safety, and long-term performance.

HOW THIS HAS CHANGED SPECIFICATION

In the past, it was far too easy for a specified product to be swapped on site, often because a cheaper alternative was found. In some cases, these decisions have contributed to major failures within the industry, with devastating consequences.

Because of this, education around products has become critical. Specification is no longer just about being chosen, it’s about being understood, trusted, and correctly documented from the earliest stages.

Gone are the days of making late-stage changes to save small costs. Any notifiable change now needs to be submitted back to the Building Safety Regulator, and deviations can introduce risk, delay, and liability.

Alongside regulatory change, digital transformation has fundamentally altered how products are specified. Thick catalogues and 2D drawings are being replaced with 3D models and structured digital information.

Products now need to integrate seamlessly into digital workflows and clearly communicate compliance, performance, and intent. Long before construction begins.

WHERE WE CAN HELP

We work with manufacturers to remove friction from the specification process by making product information clearer, smarter, and easier to use at the design stage.

This includes:

• Creating clear, consistent digital datasheets that focus on true product performance and the information specifiers actually look for

• Developing smart, parametric Revit models that allow architects to adapt designs within defined limits, while embedding technical data, performance criteria, certifications, and contact details directly into the model

The result is fewer documents, fewer emails, and fewer assumptions. Products fit naturally into the design process. Improving understanding, reducing complexity, and increasing the likelihood they stay specified from the earliest stages.

These are conversations we’re having every day with manufacturers and design teams. Every product and business works differently, but a common theme keeps emerging: digital assets matter more than ever.

If this resonates, I’d be interested to hear how others are approaching specification today.