Don’t Outspend, Outsmart: The Behavioral Science of How Owners Actually Choose Design-Build Teams

Why does the most qualified firm sometimes lose the pursuit? Why do owners choose the “safe” option over the “best” option? And what can design-build firms do about it?

Drawing from Rory Sutherland’s behavioral economics research and real-world AEC case studies, this keynote reveals the irrational — but predictable — psychology behind owner selection. Attendees will discover why perceived risk matters more than price, how small changes in presentation and communication create disproportionate advantages, and why the firms that understand human decision-making will consistently outperform those relying on qualifications alone.