In January $2023,$ Barton Malow, a Detroit$-$based construction company, celebrated completing The Exchange Building, a residential high$-$rise constructed using their proprietary method, LIFTbuild. This revolutionary approach involved assembling each floor near the ground and autonomously lifting and locking them into place, enhancing safety and efficiency.

LIFTbuild had been dormant for five decades due to industry resistance until Barton Malow acquired and revitalized it in $2017.$ The $$70$ million proof$-$of$-$concept project faced challenges in Detroit's Greektown district, but LIFTbuild's smaller footprint and independence from tower cranes proved beneficial. To address skepticism, Barton Malow acted as both the development partner and general contractor, ensuring a deeper understanding of the project. CEO Ryan Maibach's commitment to innovation and employees mirrored his family's legacy. Collaboration among stakeholders, including trade workers, was essential in implementing LIFTbuild's unique workflow. While some embraced the new technology, others remained skeptical. The Exchange Building's success demonstrated LIFTbuild's viability, yet scaling up and industry acceptance remained a challenge. Despite obstacles, Maibach remained optimistic, envisioning The Exchange Building as the catalyst for a safer and more efficient future in the construction industry. Barton Malow's journey exemplifies the importance of visionary leadership, collaboration, and a willingness to drive transformative changes in traditional industries.

Session Preparation

$1.$ As executives, how do you view the potential of disruptive innovations like LIFTbuild in transforming the construction industry? What challenges do you foresee in implementing such technologies on a larger scale, and how can they be overcome?

$2.$ The construction industry is often considered "broken" due to its low productivity growth and resistance to change. How can we foster a culture of innovation within our organization to drive meaningful progress and improve our operational efficiency?

$3.$ Barton Malow took the unconventional approach of combining property development and construction for The Exchange project. What are the benefits and risks of such an approach, and how can we effectively manage the unique risk profiles and liquidity needs of both sectors to ensure success?

$4.$ The construction industry has traditionally been labor$-$intensive, facing challenges in attracting younger workers and addressing safety concerns. How can we encourage trade workers to embrace novel construction methodologies like LIFTbuild, and what steps can we take to enhance safety in the workplace?

The completion of The Exchange Building demonstrated the potential of LIFTbuild, but how can we effectively market and promote this new methodology to property developers and other stakeholders in the industry? What strategies can we employ to build trust and encourage broader adoption of LIFTbuild in future projects?