Sasha Reed, Director of Industry Advancement at Procore and Co-Founder of the CPC Coalition joins hosts Ralph Montague and John Egan for a discussion about innovation in our built environment. Sasha enjoyed the beginnings of her in construction whilst working with a speciality contractor where she experienced first hand an industry wide failure to transform with technology. She observed an incoherence of each others needs, no consistent language to communicate and an environment where it was easier to say no than to tackle problems and innovate. Soon after, she was compelled to join a marketing role with Bluebeam to focus on delivering her newfound message to help the industry evolve and also co-founded the CPC coalition with past guest Nathan Wood (Link) during this process. Sasha now leads industry advancement with Procore where she continues to develop and deliver her message about how our industry can advance. Topics of interest in this podcast include; Sashas work as a part of procore.org The issues around communication and cultural problems in construction The importance of culture as a foundational layer in industry success taking precedent on Sashas enjoyment of the car industry and patterns of success for successful pit teams in Formula 1 . As always, enjoy the conversation, then comment below or share your views over at the aechive.net (https://aechive.net) community platform.