In this episode of KP Unpacked—the number one podcast in AEC—Jeff Echols sits down with architect and senior research advisor Zig Rubel to explore a bold question: What if the biggest issues in AEC aren’t what we think they are?

Zig brings his unique lens—from massive healthcare projects to tech startups—to unpack why most industry “solutions” may be missing the mark. Together, they dig into how KP Reddy Co.’s research team is flipping the script—asking not how we fix problems, but whether we’re chasing the right ones to begin with.

In this episode:

• The surprising reason most AEC “problems” are just symptoms
• How architects, engineers, and owners view the process differently
• Why the research team is talking to everyone—from executives to project doers
• What Zig expects to hear in 200+ interviews (spoiler: it’s bigger than tech)
• Why now is the time to question how the built environment really impacts us

If you’re tired of surface-level fixes and ready to rethink AEC’s future—this one’s for you.