Has Google forgotten how it became Google ?
Flux was founded by three ex-Google engineers and an architect and was spun out of the semi-secret Google X Lab. It was a venture that attracted 8 mill US$ from stellar group of VCs. Their plans were for sometime shrouded in secrecy except their intent to crack a well known problem : “Architects and engineers work in silos, data systems are disparate and not as advanced as they could be, and when contractors work on buildings, it’s just inefficient.” Sure. But how was Flux going to change that ?
“A powerful mission unlike any”- DFJ Partner
This is exactly what great VC’s like to fund and is what we have heard so far : Google technology could halve construction costs. Google’s secret development unit has developed a technology that could earn the company $120 billion a year.. Google planning a BIM-busting app for construction?…With the global construction market estimated at $5 trillion a year, why not enter our turf? From their web site we learn that The founding team sought a radical solution to reduce the environmental footprint of buildings, while simultaneously addressing rising demand for buildings driven by rapid urbanization….Our vision is to seamlessly join together and optimize an array of tools that allows architects and engineers to work at the speed of thought. All this will be true if the plan goes well. And yes the CAD industry can do with a good shake up and a Goolesque one would be a good one.
5 years latter
Its perhaps time to take a look at what this 25 member team has produced. Co-Founder Jen Charlie provides some insights. Clearly they seem to have coded the building codes in way that it can be used in design – creating a legal build envelope by “combing through dense zoning and land-use codes“. Though it is not a significant achievement technological achievement, it is a useful one and some thing that makes sense. Because it is about coding the building code.
The other main thrust according to CEO Nick Chin is the “ focus on integrating our system with industry-leading BIM and CAD platforms.” He states that ” We are building two classes of tools: the first class connects existing tools together to allow seamless execution of complex workflows, and the second class captures design intent.”
The Business Model
Investor Steve Jurveston was obviously sold on the business model (as you van see in this video starting @ 24 sec ). Flux’s CEO Chen states that ” Having tools like Flux Metro can also help architects’ business models, especially for firms that are moving towards compensation models based on the full value created, rather than on hours spent. Data-driven collaborative cloud-based technology helps with this new business model by allowing us to design better buildings in less time.” In short to compensate design firms based on net value created. This may make perfect sense for real estate developers but this not the way things work for architects. So we can guess the potential clientele to be the builders of mega city scape. Now will they be interested ? I really do not know; because I don’t really hang out with them. Flux’s approach looks very much like a top down play; a bit odd for company that built its business from a bottom up play.
My own experience with the more established architectural firms is on of extreme work process conservatism accompanied by high levels of confidence on their own human abilities. Just because a bit of computational cream is applied onto their press releases, it does not mean that they have interest in computational design processes except, to implement what they humanly dream of.
I am curious to find out if the VCs spoke to the 60 something architectural teams that take on mega projects. They would have met some star architect and a team (often with a computational expert). Not sure if they assessed what they thought of reducing the number of of CAD monkeys with some really clever apps ? . Getting these successful old men set in their ways, is certainly the greatest challenge for this venture. While we applaud Google in taking on mega challenges wanting to”find ways to apply Google-scale thinking to tackle these important issues” , I believe that convincing this extremely computationally conservative profession is bigger than a Google size problem. Chen would probably, now agree with this.
I hope they crack it.If they do, it will be better for all of us. I have nothing but admiration for all those who attempt to break barriers. However formidable that they may. I appreciate what it entails. Startup often iterate their plans before they find a viable business model – as Google did; provided the funds last and the team stays motivated and able to re-invent purpose.
Google is good with data. They know how to store it, search it and make sense of of it. Much of what we see in Flux’s endeavors appears to be based on data management and data integration. Other than that, architect Eli Attia seem to have made some contribution in its early stages “Five years ago, he took it to Google X to turn it into working software. Now, he says they’ve stolen it” and he is following his claims with a lawsuit. To his credit he does have a patent application filed in 2008 :
“Exemplary systems and methods for automated design, fabrication, and construction management. A selection concerning a building shape and a building size is received. A database is consulted to determine what design components are associated with the selected shape and size. A report is generated a building design comprising the determined design components.”
It seems to be a construction management based component selection system. Other than that, there seems to be no significant technology behind this venture. To their credit they make no claim of new technology either. CEO Chin clearly states that “we are focusing our efforts on improving collaboration during planning and early design, enabling data-driven decision making, reducing information latency, and building knowledge communities“. He acknowledges that “BIM is a mature technology; design and construction firms have invested heavily in it to achieve greater efficiencies and tackle increasingly complex projects. Instead, we’ll focus on integrating our system with industry-leading BIM and CAD platforms.” It is indeed a very positive move to bring the disparate disconnected data in architecture in operable form within an HTML5 framework. This part of the venture is timely and will most definitely grow ,but there are quire a few others attempting the same.
What made Google Google ?
Google was not borne out of data. It was born out of connecting text data that was previously un-connectable. Looks like they were hoping that Flux will do for architectural design what Google did for the world of words. And if they did it they would reap benefits in billions based on building costs instead of puny but broad based add revenues that powered much of Google’s early growth. Flux is clearly not a broad based venture. It is a top down model that is clearly reliant of real estate developers interested and willing to share savings that come out of better designs – with the support of compliant architects. Not that it cannot happen, but it is far shot, particularity in regions of the worlds that are building the mega cities.
It is not connecting of text data that made Google into Goolge : It is the understanding of text data. It is linguistics (the science of language structure) that helped Google mine the meaning behind text. Vast fortunes were made with this ability and the worlds was made a better place. Now does such a structure exist for buildings ?
Yes it does. It is vaguely referred to metaphorically as a “seed” by co-founder Jen Carlile. No reference so far to genetic models or generative schemes – they seem to be shockingly behind times. Looks like, they are trying to build a search engine ignoring the science of linguistics.