How One Construction Manager's Worst Day Became the Blueprint for an Industry Revolution
the practitioner stared at the half-demolished ceiling plenum on the third floor of a hospital expansion project. Behind him, a plumber was pulling out freshly installed copper piping — piping that had taken his crew three days to run — because the HVAC ductwork that arrived that morning wouldn't fit in the same space.
Nobody had caught the conflict.
Not the architect who drew the plans. Not the mechanical engineer. Not the electrical contractor. And certainly not the general contractor's superintendent who was now fielding a call from the project owner demanding to know why the schedule had slipped again.
The cost of that single clash? Roughly 120 hours of rework, a two-week delay, and a change order that would ripple through the budget like a stone dropped in still water.
the practitioner didn't know it yet, but that moment — standing in that chaotic corridor with insulation dust settling on his hard hat — would mark the beginning of a transformation. Not just for him, but for every project his firm would touch for the next decade.
This is the story of Building Information Modeling (BIM). Not the software. Not the buzzword. The revolution in how human beings collaborate to create the structures where you live, work, heal, and learn.
And whether you're an owner wondering why your project is over budget, a contractor tired of rework, an architect frustrated by miscommunication, or a student trying to figure out where this industry is headed — this guide was written for you.
The Master Builder Problem You Inherited
Here's something that might surprise you: the fundamental way construction projects are managed hasn't changed much in over 600 years.
During the medieval period in Western Europe, a single person — the master builder — planned, managed, and executed the entire project. This person lived on the construction site, communicated through scale models and direct instruction, and held both the authority and the responsibility for everything.
It worked. One brain, one vision, one point of accountability.
Then projects got bigger. More complex. The master builder retreated to an office. Drawings replaced conversations. The role split into two: the architect (who designed) and the contractor (who built). A third role emerged — the owner (who paid for everything and bore most of the risk).
And with that split came the fundamental disease that still plagues construction today:
The person who conceives the project is no longer the person who builds it, and the communication bridge between them — two-dimensional drawings — was never designed to carry the weight of modern complexity.
The 2D Translation Tax
Every time information moves between a 2D drawing and a 3D reality, someone has to perform a mental translation. The architect imagines a three-dimensional space, flattens it into plan views, sections, and elevations. The contractor picks up those flat representations and reconstructs the 3D reality in their mind.
Back and forth. Translation after translation. Person after person.
Here's what that looks like in practice:
| Step | What Happens | Where Errors Creep In |
|---|---|---|
| 1. Architect conceptualizes | 3D idea in the designer's mind | Original intent is clear |
| 2. Drawn into 2D documents | Plans, sections, elevations, details | Spatial relationships get flattened |
| 3. Engineer reviews in 2D | Structural/MEP overlaid on light table | Height conflicts invisible in plan view |
| 4. Contractor interprets 2D | Mental reconstruction back to 3D | Different interpretation than intended |
| 5. Subcontractor installs | Physical 3D construction | Clash discovered during installation |
| 6. RFI issued | Formal question back to architect | Days or weeks lost waiting |
| 7. Rework performed | Demo and reinstall | Direct cost + schedule delay |
Every one of those translations is an opportunity for information to degrade, distort, or disappear entirely.
And the numbers tell the story.
The Productivity Crisis Nobody Talks About
According to U.S. government statistics, between 1964 and 2000, non-farming manufacturing industries doubled their productivity. During that same period, the construction industry's productivity actually declined — dropping to approximately 80 percent of its 1964 efficiency.
Think about that. While every other major industry was getting dramatically better, construction was getting worse.
Industry Productivity Index (1964 = 100)
Non-Farm Manufacturing (2000): ~200 ████████████████████████████████████████
Construction Industry (2000): ~80 ████████████████
The gap isn't just embarrassing. It's expensive.
You're paying for that gap in every structure you build, own, or occupy. In the form of:
- Change orders that inflate budgets by 5-10% on typical projects
- RFIs (Requests for Information) that create delays — hundreds or thousands per project
- Rework consuming an estimated 5-12% of total project costs
- Schedule overruns that push back occupancy and revenue generation
- Adversarial relationships between team members whose contracts pit them against each other
The Delivery System Trap
You might think you can solve this by choosing the right contract structure. And you'd be partially right — but mostly wrong.
Here's why. The construction industry has developed several delivery systems, each attempting to address the weaknesses of the one before it:
Design-Bid-Build (Traditional) The owner hires architects to create complete plans. Contractors bid based on those plans. The lowest bidder wins.
The problem? The contractor — the person who actually knows what things cost and how they're built — has zero input during design. The result, as described by construction management professor Michael Borzage, is predictable:
Budget is set early without builder input. Scope and quality are tailored to a preliminary cost estimate. Then at bid time comes "sticker shock" — bids far exceeding the proposed budget. The construction documents represent a tremendous investment of time and fees. Following bid opening, damage control is the best you can hope for.
Design-Build The architect and builder work together from the start. Better collaboration, but contracts are negotiated rather than competitively bid, and the guaranteed maximum price (GMP) creates a continuous tug-of-war over risk allocation.
Design-Assist Specialty subcontractors join the planning phase. Even better input — but still limited by the communication tools available. If everyone is still working from 2D drawings, the fundamental translation problem persists.
Integrated Project Delivery (IPD) The most progressive approach. All major stakeholders — owner, architect, engineers, general contractor, and key subcontractors — sign a single multi-party agreement. Risk and reward are shared. Collaboration isn't just encouraged; it's contractually required.
But here's the critical insight: even IPD doesn't work without the right tools. A collaborative team that still communicates through 2D drawings is like a jazz ensemble trying to improvise while reading different sheet music. The intent is right. The execution falls apart.
Enter the Building Information Model — What BIM Actually Is
Illustrative failure scenario
Six months after the hospital ceiling disaster, the practitioner attended a conference where a presenter from a California-based general contractor showed something he'd never seen before.
On screen was a complete three-dimensional model of a medical office building. But it wasn't just a pretty picture. The presenter clicked on a wall, and information appeared: material composition, thermal properties, fire rating, cost per linear unit, installation sequence. She rotated the model and showed where the HVAC ducts passed through the structural framing — and where a 14-centimeter conflict existed between a sprinkler main and a cable tray that no one had caught on the 2D drawings.
Then she pressed play.
The building assembled itself on screen. Foundations poured. Steel erected. Walls went up. Mechanical systems threaded through the structure. Electrical conduit wove between ducts. The entire construction sequence played out in four minutes.
the practitioner leaned forward. For the first time in twenty years of construction management, he could see the project before it was built. Every system. Every conflict. Every phase.
That presenter? She was from the source contractor. And the results she shared from that healthcare project stopped the room cold:
| Metric | Traditional Process | With BIM/VDC |
|---|---|---|
| Field conflicts among systems | Common (dozens to hundreds) | Virtually zero |
| Rework percentage | 5-12% of project cost | Less than 0.2% |
| Mechanical contractor productivity | Baseline | 30%+ improvement |
| Field coordination time (superintendent) | 20+ hours/month | Less than 2 hours/month |
| RFIs related to field conflicts | Hundreds typical | Only 2 |
| Change orders from field conflicts | Routine | Zero |
Those results weren't aspirational. They were measured. On a real project. With real money.
So What Exactly IS a Building Information Model?
A building information model is a project simulation consisting of 3D models of the project components with links to all the required information connected with the project's planning, construction, operation, and decommissioning.
But that definition, while technically accurate, misses the soul of the thing. So let's break it apart.
The "B" — Building Not just the physical structure. The entire project — including the site, the systems, the surroundings, and the processes that bring it to life.
The "I" — Information This is where the magic lives. Every component in a BIM isn't just a shape. It carries data:
- Geometric information: Dimensions, location, spatial relationships
- Material properties: Composition, weight, thermal performance, fire rating
- Cost data: Unit costs, quantities, budget allocations
- Time data: Installation sequence, duration, dependencies
- Performance data: Energy consumption, structural loads, acoustic properties
- Maintenance data: Warranty info, replacement cycles, service requirements
The "M" — Modeling (both the thing and the process) BIM refers both to the model itself (a noun) and to the act of creating and using it (a verb). This dual meaning matters. A model sitting on a server does nothing. The process of building, analyzing, and collaborating around the model — that's where value is created.
The Dimensions of BIM
You'll hear BIM practitioners talk about "nD" modeling. Here's what they mean:
| Dimension | What It Represents | What It Enables |
|---|---|---|
| 3D | Physical geometry (x, y, z) | Visualization, spatial coordination, clash detection |
| 4D | Time (3D + schedule) | Construction sequencing, phasing simulation, logistics planning |
| 5D | Cost (4D + budget) | Real-time cost estimation, value engineering, budget tracking |
| 6D | Operations/Sustainability | Energy analysis, facilities management, lifecycle costing |
| 7D | Facilities Management | Maintenance scheduling, asset tracking, renovation planning |
Each dimension adds a layer of intelligence. A 3D model shows you what the building looks like. A 4D model shows you how it gets built. A 5D model shows you what it costs as you build it. And 6D/7D models carry the building's intelligence through its entire operational life.
The Six Types of Models
Not every BIM is the same. The level of detail and purpose varies dramatically depending on where you are in the project lifecycle:
1. Conceptual/Schematic Model Low detail. Used for early design exploration, space planning, and owner communication. Think rough massing studies and basic spatial relationships.
2. Design Model Mid-level detail. Includes wall assemblies, floor systems, major structural elements, and primary MEP routes. Used for design development and engineering analysis.
3. Construction Model (Coordination Model) High detail. All systems modeled with actual product dimensions. This is where clash detection happens. Mechanical ducts, electrical conduit, plumbing pipes, structural steel, fire protection sprinklers — all coordinated in virtual space before a single wrench is turned.
4. Shop Drawing Model Very high detail. Individual fabrication components modeled for manufacturing. Structural steel connections, ductwork fittings, pipe spools — all with the precision needed to cut, bend, and weld in the shop.
5. Detailing Model Extremely high detail of specific assemblies. Complex intersections, custom connections, curtain wall attachments — the areas where things go wrong in the field if they're not resolved digitally first.
6. As-Built Model The final record. Captures what was actually constructed, including all field modifications. This model becomes the foundation for facilities management, future renovations, and eventual decommissioning.
The Information Flow That Makes It All Work
Here's the principle that separates BIM from simply making a 3D model:
Information should exist only once.
In a traditional project, the same information gets duplicated across dozens of drawings, specifications, schedules, and spreadsheets. Change a window in the plan? You'd better remember to update the elevation, the detail section, the door-and-window schedule, the specifications, the cost estimate, and the energy model. Miss one? You've created a conflict.
In a BIM, when you change that window in the model, every view, schedule, and linked analysis updates automatically. One source of truth. One version. No conflicting information.
This concept is called parametric modeling, and it fundamentally changes how information flows through a project:
TRADITIONAL WORKFLOW:
Architect draws → Copied to structural → Copied to MEP → Copied to contractor
(Each copy is a new version that can diverge)
BIM WORKFLOW:
All disciplines work in/from a shared model → Changes propagate automatically
(One version of truth, always current)
The Benefits — Why BIM Changes Everything You Think You Know
Direct Benefits You Can Measure
Visualization A 3D model doesn't require translation. You see the building as it will exist. Your brain doesn't have to perform the mental gymnastics of reconstructing 3D reality from 2D abstractions.
This matters far more than you might think. Construction disputes, change orders, and rework overwhelmingly trace back to the same root cause: someone didn't fully visualize what was going to happen. Remove the visualization barrier, and you remove the primary source of project dysfunction.
Clash Detection Before BIM, coordinating MEP (Mechanical, Electrical, Plumbing) systems meant layering transparent drawings on a light table and squinting at plan views — a process called Sequential Composite Overlay Process (SCOP). Height differences? Nearly impossible to detect in plan view. The result: clashes discovered in the field, during installation, when fixing them costs the most.
With BIM, every system occupies its actual 3D space in the model. Software automatically identifies every point where two objects occupy the same space. Hundreds of clashes can be detected and resolved before construction begins — when fixing them costs almost nothing.
Prefabrication When you know exactly where every component will go — down to the millimeter — you can fabricate assemblies in a controlled shop environment rather than the chaotic field. From the DPR case study on a healthcare project:
The HVAC contractor alone saved 33 percent of field labor hours by creating parametric and fully coordinated shop drawings directly from the BIM.
Prefabrication means higher quality, faster installation, less waste, and fewer workers needed on site — which directly improves safety.
Quantity Takeoff and Cost Estimation Because every element in the model carries dimensional and material data, quantities can be extracted automatically. Change the design? The quantities update. The cost estimate updates. The schedule updates.
No more manual counting. No more quantity disputes. No more "we measured it differently" arguments between owner, architect, and contractor.
Indirect Benefits That Transform Your Business
The indirect benefits of BIM are actually more valuable than the direct ones — but harder to measure, which is why they're often overlooked.
Forced Collaboration BIM doesn't work in silos. The model demands that disciplines coordinate early and often. This isn't a philosophical preference — it's a practical requirement. You cannot produce a clash-free coordination model without genuine collaboration between the architect, structural engineer, mechanical engineer, electrical engineer, plumbing designer, and fire protection engineer.
The result is a cultural transformation in the project team. People who previously competed start cooperating. People who previously threw problems over the wall start solving them together. People who previously protected their own interests start optimizing the project as a whole.
Risk Reduction The largest risk in construction is the unknown — the conflict nobody anticipated, the condition nobody visualized, the coordination nobody checked. BIM systematically reduces the unknown by making the project transparent before construction begins.
Better Decision-Making When you can see the consequences of a design decision in real time — on the schedule, on the budget, on the spatial coordination — you make fundamentally better decisions. Value engineering stops being an afterthought and becomes an integral part of the design process.
Lifecycle Value An as-built BIM becomes the operations manual for the building. Facility managers can use it to locate every valve, every switch, every piece of equipment. Renovation architects can use it as the starting point for additions or modifications. The model's value extends decades beyond construction.
The ROI Equation
From the case studies documented in practice, here's how the return on investment breaks down:
INVESTMENT:
- BIM software licenses
- Training and learning curve
- Additional modeling time during preconstruction
- Hardware upgrades
RETURNS:
- Virtually eliminated field conflicts (clash detection)
- 30%+ mechanical contractor productivity improvement
- 33% reduction in field labor hours through prefabrication
- Near-zero rework (from 5-12% to <0.2%)
- 2-3x ROI within 6-9 months on MEP coordination alone
- Reduction in RFIs from hundreds to single digits
- Zero change orders related to field conflicts
- Improved safety (fewer workers, less congested site)
- Earlier project completion (schedule savings)
- Reduced owner risk
The Camino Medical Office Building project reported an ROI of 2 to 3 times the original investment in VDC within 6 to 9 months. And that was measuring only the MEP coordination benefits — not the lifecycle value of the model.
BIM Planning — The Strategy That Separates Success from Expensive Failure
Why Most BIM Implementations Fail (And How Yours Won't)
Meet the practitioner, a project executive at a mid-size general contracting firm. Her company invested in BIM software two years ago. They hired a few modeling specialists. They told their project teams to "start using BIM."
The result? Expensive 3D models that nobody trusted, no measurable improvement in project outcomes, and a growing skepticism among field staff that BIM was anything more than a marketing gimmick.
the practitioner's mistake wasn't the technology. It was skipping the most critical step: BIM planning.
You can't just "add BIM" to an existing broken process and expect results. The BIM process has to be planned with the same rigor you'd apply to the construction itself. Here's the framework:
Step 1: Define the Purpose
Before you model a single wall, answer this question: What specific project outcomes do you want BIM to improve?
The answer determines everything — what you model, to what level of detail, which tools you use, and who needs to be involved.
| BIM Purpose | Required Model Content | When Needed | Primary User |
|---|---|---|---|
| Marketing visualization | Exterior surfaces, materials, context | Early design | Owner/Marketing |
| Design coordination | All major systems at design level | Design development | Design team |
| Clash detection | MEP/structural at construction detail | Pre-construction | VDC coordinator |
| Cost estimation | Quantifiable elements with material data | Throughout design | Estimator |
| Construction sequencing | Phase-able elements with schedule links | Pre-construction | Scheduler |
| Prefabrication | Fabrication-level detail for specific trades | Construction docs | Subcontractors |
| Facilities management | Equipment data, maintenance info | Project closeout | Facility manager |
A hospital project that needs full MEP clash detection requires a fundamentally different BIM than a speculative office building that primarily needs visualization for leasing. Planning the purpose first prevents the number-one BIM implementation failure: modeling the wrong things to the wrong level of detail for the wrong audience.
Step 2: Specify the Model
Once you know the purpose, you specify exactly what goes into the model:
Level of Detail (LOD): The construction industry has developed standardized levels of detail that range from conceptual (LOD 100) to as-built (LOD 500):
| LOD | Description | Example: A Wall |
|---|---|---|
| 100 | Conceptual | A single line representing approximate location |
| 200 | Approximate geometry | A wall shape with approximate dimensions |
| 300 | Precise geometry | Exact dimensions, layer composition, material specifications |
| 350 | Construction-ready | Connections, interfaces, installation clearances |
| 400 | Fabrication-ready | Shop-drawing level detail with manufacturing information |
| 500 | As-built/verified | Field-verified geometry reflecting actual construction |
Model Elements: Not everything needs to be modeled. A careful BIM plan identifies which building components are modeled, to what LOD, by which team member, and at what project phase.
File Standards: How models are named, organized, shared, and updated. Without standards, you get chaos — incompatible files, outdated versions, and the digital equivalent of the 2D communication mess you were trying to escape.
Step 3: Plan the Implementation
The BIM implementation plan addresses the human side:
Team Selection: BIM success depends more on people than software. You need team members who are both technically capable and psychologically ready for a transparent, collaborative process. The BIM makes everyone's work visible — strengths and weaknesses. Not everyone is comfortable with that level of transparency.
Process Design: How will the team collaborate? Weekly coordination meetings? Daily stand-ups? Big Room co-location? The process needs to match the project's complexity and the team's experience level.
Technology Platform: Which software tools will each discipline use? How will models be exchanged? What's the clash detection workflow? What hardware is required?
Training: What skills does the team need? What's the training schedule? Who provides support when someone gets stuck?
Milestone Deliverables: What BIM products are due at each project milestone? Who reviews them? What constitutes "acceptable quality"?
The Five Big Ideas of Lean Project Delivery
The most successful BIM implementations are built on the lean construction principles developed by the Lean Construction Institute. These principles, which Sutter Health incorporated into their Integrated Agreement for major healthcare construction projects, are:
- Collaborate; really collaborate, throughout design, planning, and execution
- Increase relatedness among all project participants
- Projects are networks of commitments — every promise matters
- Optimize the project, not the pieces — what's best for one trade isn't always best for the project
- Tightly couple action with learning — iterate, adapt, improve continuously
These aren't abstract principles. They're the operational philosophy that makes BIM deliver its full potential.
The Software Landscape — Tools of the Trade
Understanding the Tool Categories
the practitioner's colleague, the practitioner the practitioner, was the firm's IT director. When the company decided to invest in BIM, the practitioner made a common mistake: he evaluated software based on feature lists and vendor presentations.
What he should have evaluated first was what type of modeling the project required.
BIM software tools fall into distinct categories, and understanding these categories matters more than memorizing product names — because the products will continue to evolve while the categories remain stable.
Modeling Tools
Surface Modelers Surface models consist of surfaces with no thickness — hollow forms that give a 3D appearance. These models are primarily used for visualization.
- Best for: Conceptual design, marketing renderings, early-stage communication
- Limitations: Cannot extract quantities, perform analysis, or contain detailed component information
- Example use: An architect creating a massing study to show the owner how the building sits on its site
Solid Modelers Solid models represent actual objects in 3D space with correct dimensions, material properties, and the ability to contain rich information. Walls have actual thickness. Structural steel has real cross-sections. Ducts have true diameters.
- Best for: Design development through construction, clash detection, quantity takeoff, fabrication
- Limitations: Require more computing power, more training, more discipline in modeling standards
- Example use: An MEP engineer modeling ductwork with actual fabrication dimensions to detect clashes with structural framing
Non-3D Element Modelers (Process Modeling) These tools model information about the project without creating 3D geometry. Scheduling software, cost estimation tools, and project management platforms fall into this category.
- Best for: Planning, scheduling, cost management, process optimization
- Limitations: Don't create visual representations; must link to 3D models for spatial context
- Example use: A scheduler linking construction activities to model elements to create a 4D simulation
Model Analysis Tools
Once you have a model, analysis tools extract value from it:
| Analysis Type | What It Does | Value to Project |
|---|---|---|
| Clash Detection | Identifies spatial conflicts between systems | Eliminates costly field rework |
| Constructability Review | Visualizes assembly sequences and access | Prevents installation problems |
| Energy Simulation | Calculates thermal performance | Optimizes energy design, reduces operating costs |
| Structural Analysis | Tests structural adequacy | Validates engineering, identifies optimization |
| Quantity Takeoff | Extracts material quantities | Enables accurate cost estimation |
| 4D Simulation | Links model to schedule | Visualizes construction sequence, optimizes logistics |
| 5D Cost Modeling | Links model to cost data | Real-time budget tracking and value engineering |
| Lighting Analysis | Simulates natural and artificial light | Improves occupant comfort, reduces energy costs |
Qualitative vs. Quantitative Analysis
Qualitative analysis is primarily visual:
- Communication and marketing visualizations
- Constructability analysis (can you actually build it this way?)
- Interference checking (do things fit together?)
- Safety analysis (are there hazards in the construction sequence?)
- Phasing visualization (does the construction sequence make sense?)
Quantitative analysis involves measurement:
- Quantity takeoff (how much material?)
- Cost estimation (how much money?)
- Structural calculation (how much load?)
- Energy modeling (how much energy?)
- Schedule analysis (how much time?)
The key insight: qualitative analysis catches problems; quantitative analysis measures solutions. You need both.
Preparing for a Software Purchase
Before you buy anything, the practitioner learned to ask these questions:
- What problems am I trying to solve? (Don't buy a solution looking for a problem)
- What does my team already know? (Leverage existing skills where possible)
- What do my project partners use? (Interoperability matters more than features)
- What's the total cost of ownership? (Licenses + hardware + training + support + productivity loss during learning)
- What's the learning curve? (A tool nobody can use is worthless regardless of its capabilities)
- Does it support open standards? (IFC, gbXML, and other open file formats reduce vendor lock-in)
The software landscape changes rapidly. The principles for selecting tools don't. Focus on the problem first, the tool second.
Learning BIM — The Human Side of Digital Transformation
The Psychology of Change
Let's return to the practitioner. After the conference, he was energized. He went back to his firm and convinced the partners to invest in BIM. They bought the software, set up the hardware, and hired two young modeling specialists fresh out of university.
Then reality hit.
The experienced project managers resisted. "I've been building for thirty years without a computer model." The senior estimators were threatened. "You're telling me a computer can do my job?" The field superintendents were skeptical. "Pretty pictures don't build buildings."
the practitioner was facing what every BIM advocate encounters: the human resistance to change.
Why People Resist BIM
The obstacles to BIM adoption fall into three categories:
Conceptual Issues — "I don't understand why we need this" People who don't understand the process of BIM — not the software, but the collaborative methodology — will naturally resist it. They see it as an expensive add-on rather than a fundamental improvement.
Technical Issues — "I don't know how to use this" The learning curve is real. BIM software is complex. Experienced professionals who've mastered 2D workflows face the uncomfortable prospect of being beginners again. This vulnerability is psychologically difficult, especially for people whose professional identity is built on expertise.
Environmental Issues — "The circumstances don't support this" Even motivated, skilled individuals can be defeated by unsupportive management, inadequate hardware, incompatible project partners, or contractual structures that don't incentivize collaboration.
The Recipe for Successful Learning
The BIM curriculum at California State University, Chico, developed through years of training both students and industry professionals, identified these critical success factors:
1. Set Achievable Goals Don't try to implement everything at once. Pick one project, one BIM use case (like clash detection for MEP coordination), and execute it well. Success breeds motivation. Motivation enables the next step.
2. Create a Learning Plan with Measurable Milestones "Learn BIM" is not a goal. "Complete a clash-free MEP coordination model for Building C by March 15" is a goal. Measurable milestones create accountability and visible progress.
3. Build on What People Already Know An experienced mechanical contractor already understands ductwork routing, clearances, and installation sequences. They don't need to learn those things — they need to learn how to express what they already know in a new medium. Frame BIM learning as a tool skill, not a replacement for domain expertise.
4. Pair Conceptual Understanding with Hands-On Practice Neither theory nor practice alone is sufficient. Understanding why you're doing something (the concept) must be paired with actually doing it (the practice). The ideal ratio: brief conceptual introduction followed by immediate hands-on application.
5. Foster Mentorship Pair experienced professionals with BIM-skilled younger colleagues. The experienced professional provides domain knowledge ("here's why we run the ductwork this way"); the younger colleague provides tool knowledge ("here's how to model it in the software"). Both learn. Both feel valued.
