Break the circle

It is a fundamental problem which pervades the whole sector. It is the root of many other issues: lack of innovation; an aversion to 'risk'; poor quality; low pay; a shrinking skills base. It seems that we know how to ask the price, but not how to examine the benefits.

This way of thinking is the result of a vicious circle. Clients want cheap buildings; procurement methods force product and service providers to slice their margins; this leads to cutbacks in training, product development and a feeling that we're all seriously undervalued.

Many will say that the industry has been like this for decades, and that's true. But the problem is more pressing now than ever before. We need more energy efficient buildings, and that requires innovative thinking from our manufacturers, smart design solutions from engineers and installers with new skills and knowledge. All of these things cost money – and we simply can't afford not to have them.

If we don't support manufacturers who are developing energy efficient products by buying those products then how can we expect continued investment in this vital area?

Cost-lead thinking is bad for everyone. Even if clients do get cheap buildings, they're not really that good. Where cost leads, innovation rarely follows. When a construction team manages to produce something truly exceptional, it is the result of better working practice – communication and trust. Basically it's when people don't try to stitch each other up for a few extra quid.

The only way to break the vicious circle is to adopt new ways of thinking. It's not just paying lip service, but developing a genuine commitment to value, not cost.

Only in this way will we be able to move forward with energy efficient construction, and do it so that everyone makes a reasonable living.