KBB - October 2015 - 14

BETTER BUSINESS Strength through Collaboration Five lessons learned from creating Design & Construction Week Collaborating with entities outside of your organization - including competitors - is an idea whose time has come. As a founding member of the highly successful new Design & Construction Week®, the National Kitchen & Bath Association (NKBA) truly believes that collaboration is better than isolation when it comes to innovating new products and new solutions that delight customers. Working with the National Association of Home Builders (NAHB), we have led the way in evolving the industry trade show model to create real value for exhibitors and attendees. By co-locating our two trade shows, the Kitchen & Bath Industry Show (KBIS) and the International Builders' Show (IBS), the NAHB and NKBA created a platform that has attracted other associations and shows, as well as more than 100,000 combined attendees in 2015. Without question, the recession was the driver behind a need to innovate a new model for in-person trade events, but this collaboration likely would not have happened all that many years ago. Following the "old" way of doing business, the NKBA and NAHB would likely have stayed within our own organizations to develop new events. Only by working together 2. Find One Place to Start. Don't shy away from a big, audacious idea, but keep it to one idea to start. The NKBA and NAHB kept our focus on creating the best attendee experience, as well as the exhibits, of course. We did not attempt to integrate learning (conference) programming or events related to our shows. We didn't want to slow down or possibly get stuck by introducing complexity to what we wanted to achieve. Keep it simple. 3. Connect as Individuals. Find ways to meet in person. Face-to-face is the best way to rapidly build trust and alignment. It also happens to be one of most important benefits of our annual trade shows. That is not coincidence, by the way; it's how business gets done. Related to this: There is a time and place for lawyers to represent their clients' interests. Over-reliance on having legal professionals orchestrate the collaboration could be more complicated than having key executives from each entity speaking directly. Your appetite for risk will vary. Set the rules for engagement up front with your teams and among your collaborators. Collaborating with entities outside of your organization - including competitors - is an idea whose time has come. could we deliver this groundbreaking new offering to the industry, and it is a better product than either of us could have ever created on our own. In fact, Biz Bash just listed Design & Construction Week among just nine total trade shows in their list of top 100 U.S. events. It took courage and foresight for the NKBA and NAHB leadership to sit down together and explore the possibilities. Although in many ways, we were better prepared than corporations for such a collaboration because we're trade associations: It's what we do. We know how to sit across the table from a competitor to focus on a specific mission. Interestingly, Michael E. Porter, a Harvard Business School professor, and Willis Emmons, now a senior lecturer at Harvard Business School, both referred to trade associations as "Institutions for Collaboration" a little more than a decade ago in Harvard Business Review. In this article, I'd like to share five key learnings the NKBA believes are crucial for successful collaborations. 1. Identify Your Business Case First. Before your first meeting with your potential collaborator, make sure your team is aligned with the potential benefits and opportunities for your organization. Why do this? What are the risks and uncertainties if we do this? What are the risks if we do not do this? What can be compromised? What cannot be compromised? 14 K+BB 4. Don't Overthink Friction. Friction isn't a sign of problems; it's a given. It usually isn't enough to derail the collaboration unless it takes your focus off the goals. Don't put too much into resolving conflict. Keep the focus on the solution you are creating together. 5. Set SMART Goals and Metrics. The best way to avoid serious conflict is to set measurable objectives for the collaboration. Actually write down specifics of what you want to accomplish, the desired timing and the responsible party. Do it for every meeting. When conflict arises, return to your goals to determine a resolution. Establish next steps and clear expectations at the end of each meeting. In 1963, a manufacturer's representative wrote a letter to the forerunner of this magazine calling for improvements in the kitchen industry that "could be established only through the cooperative efforts of many." That letter, a call-to-action bringing together colleagues, customers, vendors and competitors, spurred the creation of what is now the NKBA. Collaboration can clearly be a competitive advantage. As Design & Construction Week proves, it's hard to beat the cooperative efforts of many. n October 2015 / www.kbbonline.com / The Official Sponsor of KBIS www.kbis.com - By Bill Darcy, NKBA CEO http://www.kbbonline.com http://www.kbis.com

Table of Contents for the Digital Edition of KBB - October 2015

KBB - October 2015
Contents
Online Contents
Editor’s Note
Show Director’s Note
People & Places
Better Business
Solutions
All Abroad
Cover Story
Great Gatsby Baths
Design Features
Making an Entrance
Readers’ Choice Award Winners
KBIS Countdown to Design & Construction Week®
Trends
Products
Learning Corner
KBB - October 2015 - Intro
KBB - October 2015 - KBB - October 2015
KBB - October 2015 - Cover2
KBB - October 2015 - 1
KBB - October 2015 - Contents
KBB - October 2015 - 3
KBB - October 2015 - Online Contents
KBB - October 2015 - 5
KBB - October 2015 - Editor’s Note
KBB - October 2015 - 7
KBB - October 2015 - Show Director’s Note
KBB - October 2015 - 9
KBB - October 2015 - People & Places
KBB - October 2015 - 11
KBB - October 2015 - 12
KBB - October 2015 - 13
KBB - October 2015 - Better Business
KBB - October 2015 - 15
KBB - October 2015 - Solutions
KBB - October 2015 - 17
KBB - October 2015 - All Abroad
KBB - October 2015 - 19
KBB - October 2015 - 20
KBB - October 2015 - 21
KBB - October 2015 - 22
KBB - October 2015 - 23
KBB - October 2015 - Design Features
KBB - October 2015 - 25
KBB - October 2015 - 26
KBB - October 2015 - 27
KBB - October 2015 - Making an Entrance
KBB - October 2015 - 29
KBB - October 2015 - 30
KBB - October 2015 - 31
KBB - October 2015 - Readers’ Choice Award Winners
KBB - October 2015 - 33
KBB - October 2015 - 34
KBB - October 2015 - 35
KBB - October 2015 - 36
KBB - October 2015 - 37
KBB - October 2015 - 38
KBB - October 2015 - 39
KBB - October 2015 - 40
KBB - October 2015 - 41
KBB - October 2015 - 42
KBB - October 2015 - KBIS Countdown to Design & Construction Week®
KBB - October 2015 - 44
KBB - October 2015 - 45
KBB - October 2015 - 46
KBB - October 2015 - 47
KBB - October 2015 - 48
KBB - October 2015 - 49
KBB - October 2015 - 50
KBB - October 2015 - 51
KBB - October 2015 - 52
KBB - October 2015 - 53
KBB - October 2015 - Trends
KBB - October 2015 - 55
KBB - October 2015 - 56
KBB - October 2015 - 57
KBB - October 2015 - Products
KBB - October 2015 - 59
KBB - October 2015 - 60
KBB - October 2015 - 61
KBB - October 2015 - 62
KBB - October 2015 - 63
KBB - October 2015 - 64
KBB - October 2015 - 65
KBB - October 2015 - 66
KBB - October 2015 - 67
KBB - October 2015 - 68
KBB - October 2015 - 69
KBB - October 2015 - 70
KBB - October 2015 - Learning Corner
KBB - October 2015 - 72
KBB - October 2015 - Cover3
KBB - October 2015 - Cover4
https://www.nxtbook.com/nxtbooks/kbb/20201112
https://www.nxtbook.com/nxtbooks/kbb/202010
https://www.nxtbook.com/nxtbooks/kbb/202009
https://www.nxtbook.com/nxtbooks/kbb/20200708
https://www.nxtbook.com/nxtbooks/kbb/20200506
https://www.nxtbook.com/nxtbooks/kbb/202004
https://www.nxtbook.com/nxtbooks/kbb/20200203
https://www.nxtbook.com/nxtbooks/kbb/202001
https://www.nxtbook.com/nxtbooks/kbb/20191112
https://www.nxtbook.com/nxtbooks/kbb/201910
https://www.nxtbook.com/nxtbooks/kbb/201909
https://www.nxtbook.com/nxtbooks/kbb/20190708
https://www.nxtbook.com/nxtbooks/kbb/20190506
https://www.nxtbook.com/nxtbooks/kbb/201904
https://www.nxtbook.com/nxtbooks/kbb/20190203
https://www.nxtbook.com/nxtbooks/kbb/201901
https://www.nxtbook.com/nxtbooks/kbb/201811
https://www.nxtbook.com/nxtbooks/kbb/201810
https://www.nxtbook.com/nxtbooks/kbb/20180910
https://www.nxtbook.com/nxtbooks/kbb/20180708
https://www.nxtbook.com/nxtbooks/kbb/20180506
https://www.nxtbook.com/nxtbooks/kbb/201804
https://www.nxtbook.com/nxtbooks/kbb/20180203
https://www.nxtbook.com/nxtbooks/kbb/201801
https://www.nxtbook.com/nxtbooks/kbb/201711
https://www.nxtbook.com/nxtbooks/kbb/201710
https://www.nxtbook.com/nxtbooks/kbb/201709
https://www.nxtbook.com/nxtbooks/kbb/20170708
https://www.nxtbook.com/nxtbooks/kbb/20170506
https://www.nxtbook.com/nxtbooks/kbb/201704
https://www.nxtbook.com/nxtbooks/kbb/20170203
https://www.nxtbook.com/nxtbooks/kbb/201701
https://www.nxtbook.com/nxtbooks/kbb/20161112
https://www.nxtbook.com/nxtbooks/kbb/201610
https://www.nxtbook.com/nxtbooks/kbb/201609
https://www.nxtbook.com/nxtbooks/kbb/20160708
https://www.nxtbook.com/nxtbooks/kbb/20160506
https://www.nxtbook.com/nxtbooks/kbb/201604
https://www.nxtbook.com/nxtbooks/kbb/20160203
https://www.nxtbook.com/nxtbooks/kbb/201601
https://www.nxtbook.com/nxtbooks/kbb/20151112
https://www.nxtbook.com/nxtbooks/kbb/201510
https://www.nxtbook.com/nxtbooks/kbb/201509
https://www.nxtbook.com/nxtbooks/kbb/20150708
https://www.nxtbook.com/nxtbooks/kbb/20150506
https://www.nxtbook.com/nxtbooks/kbb/201504
https://www.nxtbook.com/nxtbooks/kbb/20150203
https://www.nxtbook.com/nxtbooks/kbb/201501
https://www.nxtbook.com/nxtbooks/kbb/20141112
https://www.nxtbook.com/nxtbooks/kbb/201410
https://www.nxtbook.com/nxtbooks/kbb/201409
https://www.nxtbook.com/nxtbooks/kbb/20140506
https://www.nxtbook.com/nxtbooks/kbb/201404
https://www.nxtbook.com/nxtbooks/kbb/201403
https://www.nxtbook.com/nxtbooks/kbb/201402
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201401
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20131112
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201310
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201309
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20130506
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201304
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201303
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20130102
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20121112
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201209
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20120506
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201204
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201203
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20120102
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201112
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201109
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20110506
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201104
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201103
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20110102
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201011
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201009
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201006
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201004
https://www.nxtbook.com/nxtbooks/nielsen/kbb_201003
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20100102
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20091112
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200909
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200910
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200908
https://www.nxtbook.com/nxtbooks/nielsen/kbb_20090607
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200905
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200904
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200903
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200902
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200901
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200812
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200811
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200810
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200809
https://www.nxtbook.com/nxtbooks/nielsen/kbb_200808
https://www.nxtbookmedia.com