What does it take to bring a brand-new building product to market and actually make it stick? In this episode, veteran market developer Taron Young shares insights from 20+ years in the construction and building materials industry. From code compliance to product education, distribution channels to holding spec, Taron breaks down what it really takes to go from unknown to industry standard.

This one’s for builders, specifiers, product manufacturers—and anyone trying to launch something new in an old-school industry.

Timecodes:

00:00 – Intro to Rooted in Innovation and guest Taron Young
01:45 – Taron’s background and current role in building materials
03:00 – Why most product launches fail: market research mistakes
06:15 – Finding early adopters and incentivizing them the right way
08:45 – The role of distribution and channel development
10:00 – Tariffs, pricing strategy, and maintaining integrity
16:25 – Understanding and influencing specifiers and builders
21:45 – Holding the spec: how to protect your product from being swapped
25:05 – What true market development looks like (vs. sales)
27:00 – Why you need trust and long-term relationships in this business
30:00 – How technology has changed sales—but not relationships
34:45 – Advice for launching new products: don’t skip the research
38:30 – Final thoughts: check your ego, listen, and partner well

Resources:

Have an upcoming landscaping project? Contact Tree Staple for a quote treestaple.com
Connect with Jim Mancini on LinkedIn
Connect with Taron Young on LinkedIn
Connect with Dionisio Roman III on LinkedIn