How Listening to Architects and Designers Shapes the Future of Sustainable Building Materials

How Listening to Architects and Designers Shapes the Future of Sustainable Building Materials

As the co-founder of Critical., the best part of my job isn’t just seeing our sustainable products in beautiful fit-outs—it’s talking to the architects and designers who use them. 🛠️

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One thing I’ve learned in this journey is that building a business isn’t just about launching a product. It’s about constantly evolving that product based on real conversations with the people who use it. Whether it’s hearing feedback on our Cleanstone panels or strategising how we can make sustainability more accessible, these discussions with architects and designers fuel our innovation.

📣 Here’s why talking to your customers is Critical. (pun intended 😉):

🧡 You learn what truly matters: Your customers see things from an angle 9 times out of 10 you will have missed—whether it’s a small design tweak or a larger sustainability challenge to the touch and feel on the surface finish of our materials. It matters.

🚀 It drives product innovation: The best ideas don’t always come from inside the company; they come from the hands of those who use your products every day.

💪 It helps to strengthen relationships: Listening is caring.

At Critical., every new project is a collaboration. As a founder my lifelong goal is to keep learning from the brilliant designers, brands and founders who inspire us to be better. These conversations make our products more functional, more sustainable, and more aligned with the future of sustainable design.

💬 What’s the best feedback you’ve ever received from a customer that made a difference in your business? Let’s get a conversation going in the comments below!

Ngā mihi nui Sean O'Flaherty and Context for your invite and manaakitanga this week. I'm really inspired by the mahi you fullas do. Oh and Sean... the internet have now experienced the power of your smile 😂 ... Sorry in advance bro. 😅😅

#Entrepreneurship #CustomerFeedback #Innovation #ArchitectsOfTheFuture #SustainableDesign #CircularEconomy #CriticalThings

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