A Building Paradigm shifting technology is a dramatically "different" way of construction, replacing existing methodology. The term "paradigm shift" was created in 1962 by Thomas Kuhn, proposing that scientific revolutions replace existing patterns. In construction similar paradigm shifts occur that dramatically upset existing construction methods. Historically, taking up to 80 years to achieve market penetration.
The reasons for this are:
- Communication with contractor is difficult as they work outside with little contact with supplier and no contact with manufacturer.
- Training is often done in the field, with minimal opportunity to learn new technologies.
- Contractor focus is on implementing existing methods as efficiently as possible, not experimenting with new technology.
- Contractor focus is on minimizing risk, hence an aversion to new technology.
Each paradigm shift goes through an "awareness period" followed by a "conversion period." Capturing significant market share with a paradigm shifting product requires two separate periods:
(1) Awareness Period: The incubation period where contractor must become aware of product for a length of time that he subconsciously perceives product has "merit." He must "get comfortable" technology.
(2) Conversion Period: When a series of events force contractor to "convert." The event can be economic, schedule driven, or combination.
The use of Radiant Barrier is one of the most revolutionary innovations in the history of Insulation, offering efficiencies unheard of in the industry.
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