Marketing LEED
2005年7月15日 - 昨天，我和我在西雅图参加了一次项目会议；我们早点完成了，但他将回报推迟了一个小时，只是坐在市中心的星巴克，使用T-Mobile Wireless网络，喝咖啡并听音乐，同时他检查并回复了他的电子邮件，这是他可以轻松完成的事情他回到波特兰时回家。是什么使星巴克成为世界高价咖啡的主要供应商？简单：这是用户的总体验，因为咖啡无处不在。邓肯甜甜圈甚至可能卖出的咖啡比星巴克卖更多的咖啡，但很少有生意会想到在这样的地方花费一个小时。
What does this have to do with LEED? Simple. The Leadership in Energy and Environmental Design (LEED) rating system will succeed or fail, based largely on the experience of design, construction, development and ownership teams in using the product. At this same project meeting yesterday, I heard of a LEED documentation reviewer rejecting an innovation credit for 95% construction waste recycling because it was not 100%! What's going on here? When LEED was introduced a scant five years ago, even 50% construction waste recycling was considered an ambitious "stretch" goal. Now here we are saying that 95% isn't good enough!
Let’s have some perspective folks. LEED is a first-cut at a sensible, practical, usable green building rating system. It’s not "holy writ," and those who question its utility are not "blasphemers" or apostates. We need a system and a process that’s as robust and durable as the design and construction process itself, not one that sets itself apart from it. We need to consider the user "experience," in judging LEED’s effectiveness.
从大多数专家的计数中，不到一半，甚至不到所有注册项目的三分之一实际进行认证，并且必须将该过程的成本和不透明度作为主要原因之一。此外，根据我的经验，只有一半的具有绿色目标的项目甚至决定由于感知到的成本，麻烦或缺乏品牌价值而在LEED上注册项目。If a design team can’t “guarantee” an owner that they will actually get a certain level of certification by going through the process, many owners will just see no value in the extra costs of energy modeling, building commissioning, expert consulting services and LEED documentation. (Of course, many with this point of view never register the project under LEED in the first place.)
What’s missing from the revisions of LEED currently underway (such as LEED version 2.2) is consideration of the “experience” of using LEED by practical people who make most of the building industry’s decisions and who influence 95% of all commercial and institutional building design and construction.
今天的服务大部分营销主要基于用户的“体验”，而不是基于服务的实质。为什么电影院成为餐饮，咖啡店等的完全整合体验，而不仅仅是放映电影。为什么拉斯维加斯在几年前从几年前拆除了五十亿美元的项目来建立20亿美元的项目？作为消费者，我们渴望体验。我们生活在所谓的“体验经济”中。我们对延迟，不确定性，不愉快的消费者体验的容忍度较低。想象一下您的生活没有宽带连接！
LEED如何修改其流程以增强用户体验？
首先，让用户说话。带有用户推荐的市场；我们仍在依靠绿色建筑倡导者将案例辩护给实际的商人。我可以从专业经验中告诉您，大多数建筑师和工程师在为业主和开发人员“绿色”的业务案例中仍然没有明确的表达。
Second, take the mandarins and “how many angels can dance on the head of a pin” hair-splitters out of the credit interpretation and certification review process and let a thousand flowers bloom, as long as they’re “green enough.” We should be spending more time telling people how to achieve LEED certification than telling them why their best efforts aren’t good enough.
认证数十名独立的LEED评估员，让他们授予认证并仔细审查他们的决定。要求每个团队都有一个评估员来协助准备和审查所有LEED文档。（这就是ISO 900流程的工作原理，它涵盖了整个美国的评估师少于50名）。
给出一个经常一次拖出几个月的过程的确定性，速度和最终性。我们希望我们的司法系统迅速，确定和公平。为什么不像良好的绿色建筑评级系统这样的结果具有相同的标准？
Let’s get the “marketing” back into the “market transformation” that LEED is aiming to achieve. We agree that LEED is a valuable brand, but if we look at our own experience as consumers, we see that the brands to which we are most loyal are those that give the best experience to the user: Starbucks, Amazon.com, Dell, Disney (for parents), Google, Apple iPod, etc.
USGBC需要所有LEED产品的首席市场官该项目是因为（填写空白）。”更少的事情和LEED可能注定要最终无法确保市场转型以及更有可能用更友好的产品和流程更换的可能性。
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杰里·尤德森（Jerry Yudelson），PE，MB竞彩足球app怎么下载A，是多学科咨询工程公司俄勒冈州波特兰市接口工程公司的可持续发展总监，也是ED+C的编辑咨询委员会成员。他是LEED国家教职员工，是LEED认可的专业人士，也是美国绿色建筑委员会2005年绿色建筑会议和博览会的主席。他是LEED核心和壳牌开发计划的核心委员会成员。他的书，可以预览和购买的内幕营销绿色建筑指南online。
This column has been reprinted courtesy ofEnvironmental Design + Constructionmagazine. It was first printed in the November/December 2005 issue of that publication.
What does this have to do with LEED? Simple. The Leadership in Energy and Environmental Design (LEED) rating system will succeed or fail, based largely on the experience of design, construction, development and ownership teams in using the product. At this same project meeting yesterday, I heard of a LEED documentation reviewer rejecting an innovation credit for 95% construction waste recycling because it was not 100%! What's going on here? When LEED was introduced a scant five years ago, even 50% construction waste recycling was considered an ambitious "stretch" goal. Now here we are saying that 95% isn't good enough!
Let’s have some perspective folks. LEED is a first-cut at a sensible, practical, usable green building rating system. It’s not "holy writ," and those who question its utility are not "blasphemers" or apostates. We need a system and a process that’s as robust and durable as the design and construction process itself, not one that sets itself apart from it. We need to consider the user "experience," in judging LEED’s effectiveness.
从大多数专家的计数中，不到一半，甚至不到所有注册项目的三分之一实际进行认证，并且必须将该过程的成本和不透明度作为主要原因之一。此外，根据我的经验，只有一半的具有绿色目标的项目甚至决定由于感知到的成本，麻烦或缺乏品牌价值而在LEED上注册项目。If a design team can’t “guarantee” an owner that they will actually get a certain level of certification by going through the process, many owners will just see no value in the extra costs of energy modeling, building commissioning, expert consulting services and LEED documentation. (Of course, many with this point of view never register the project under LEED in the first place.)
What’s missing from the revisions of LEED currently underway (such as LEED version 2.2) is consideration of the “experience” of using LEED by practical people who make most of the building industry’s decisions and who influence 95% of all commercial and institutional building design and construction.
今天的服务大部分营销主要基于用户的“体验”，而不是基于服务的实质。为什么电影院成为餐饮，咖啡店等的完全整合体验，而不仅仅是放映电影。为什么拉斯维加斯在几年前从几年前拆除了五十亿美元的项目来建立20亿美元的项目？作为消费者，我们渴望体验。我们生活在所谓的“体验经济”中。我们对延迟，不确定性，不愉快的消费者体验的容忍度较低。想象一下您的生活没有宽带连接！
LEED如何修改其流程以增强用户体验？
首先，让用户说话。带有用户推荐的市场；我们仍在依靠绿色建筑倡导者将案例辩护给实际的商人。我可以从专业经验中告诉您，大多数建筑师和工程师在为业主和开发人员“绿色”的业务案例中仍然没有明确的表达。
Second, take the mandarins and “how many angels can dance on the head of a pin” hair-splitters out of the credit interpretation and certification review process and let a thousand flowers bloom, as long as they’re “green enough.” We should be spending more time telling people how to achieve LEED certification than telling them why their best efforts aren’t good enough.
认证数十名独立的LEED评估员，让他们授予认证并仔细审查他们的决定。要求每个团队都有一个评估员来协助准备和审查所有LEED文档。（这就是ISO 900流程的工作原理，它涵盖了整个美国的评估师少于50名）。
给出一个经常一次拖出几个月的过程的确定性，速度和最终性。我们希望我们的司法系统迅速，确定和公平。为什么不像良好的绿色建筑评级系统这样的结果具有相同的标准？
Let’s get the “marketing” back into the “market transformation” that LEED is aiming to achieve. We agree that LEED is a valuable brand, but if we look at our own experience as consumers, we see that the brands to which we are most loyal are those that give the best experience to the user: Starbucks, Amazon.com, Dell, Disney (for parents), Google, Apple iPod, etc.
USGBC需要所有LEED产品的首席市场官该项目是因为（填写空白）。”更少的事情和LEED可能注定要最终无法确保市场转型以及更有可能用更友好的产品和流程更换的可能性。
---------
杰里·尤德森（Jerry Yudelson），PE，MB竞彩足球app怎么下载A，是多学科咨询工程公司俄勒冈州波特兰市接口工程公司的可持续发展总监，也是ED+C的编辑咨询委员会成员。他是LEED国家教职员工，是LEED认可的专业人士，也是美国绿色建筑委员会2005年绿色建筑会议和博览会的主席。他是LEED核心和壳牌开发计划的核心委员会成员。他的书，可以预览和购买的内幕营销绿色建筑指南online。
This column has been reprinted courtesy ofEnvironmental Design + Constructionmagazine. It was first printed in the November/December 2005 issue of that publication.