If the Owner Doesn’t Care, You’re Dead.

KP Unpacked

In this episode of KP Unpacked, the number one podcast in AEC, KP Reddy and Jeff Echols go full throttle on the one thing most AEC startups get completely wrong: ignoring the owner.

You’re selling to GCs. You’re marketing to architects. But if the owner doesn’t see the value, you’re just noise in the vendor stack. KP unpacks the real reason BIM didn’t deliver, why most conferences are a year behind, and how smart startups are turning owners into their secret sales weapon.

🔹 Why your value prop must include the owner — or you’re toast
🔹 The Intel Inside playbook (and what startups can steal from it)
🔹 Why most AEC tech still hasn’t delivered on its promise
🔹 How to turn a project requirement into a marketing weapon
🔹 Conferences, echo chambers, and the lost art of original thinking
🔹 The LinkedIn "like" trap and career-limiting behavior

👀 Plus: A callout to every AEC founder — are you building something that adds value… or just more noise?

💡 This episode might sting a little — especially if your startup is stuck in sales limbo.

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Chapters

1. If the Owner Doesn’t Care, You’re Dead. (00:00:00)

2. KP Unpacked Podcast Introduction (00:01:59)

3. LinkedIn Engagement Patterns (00:05:15)

4. Tech Conference Echo Chambers (00:10:08)

5. The Value of Action vs. Talk (00:15:19)

6. Owner Value Proposition for Tech (00:17:45)

7. Building Brand Awareness with Owners (00:26:41)

8. The Competence and Capacity Equation (00:33:52)

9. Getting Into Project Requirements (00:40:12)

10. The Failure of BIM's Value Promise (00:46:09)