Why think harder?

Why should we think harder? After all, conventional wisdom often points to alternative materials as the easy choice. We’ve taken a hard look at conventional wisdom and it doesn’t always tell the complete story.

• Conventional wisdom says asphalt is the cheaper solution for roads. But it ignores the fact that it’s cheaper because it only lasts half as long as concrete.
• Conventional wisdom says build homes of wood. But it ignores the fact that today’s concrete wall systems save up to 40% in energy.
• Conventional wisdom says that the world’s tallest skyscrapers are structural steel. But the recently opened Burj Khalifa, the tallest building in the world, relies on a reinforced concrete frame.

Conventional wisdom seems to say a whole lot of things. The problem is, when you Think Harder, these statements cease to be wisdom and just become habit. When you’re considering paving and infrastructure projects, homes, or high-rise buildings, think harder.