Integrated Communication – Why BIM doesn’t require Revit

Integrated Communication – Why BIM doesn’t require Revit

image Chances are if you’re an AEC professional and haven’t heard about BIM; you probably don’t have a pulse. As I continue my job search there’s one question that consistently amuses me; do you have any experience with BIM software? From that question alone, I know the person asking it has a limited knowledge of what BIM is. Simply stated BIM is process not software; products like Revit, Civil 3D, Inventor, even vanilla AutoCAD are simply tools that help us to execute that process. Backed by the right process, I’d argue that one could create a BIM workflow using nothing but AutoCAD LT. I say that because BIM is not defined by drawing files; instead by the way the people responsible for those drawing files choose to integrate them and use them in an asynchronous manner.

It was this underlying concept that caught my eye while reading a post on Baskervill’s Blog entitled IMC and A/E/C = Perfect Harmony. The acronym IMC is defined as Integrated Marketing Communications, and is used to describe the asynchronous use of several delivery mechanisms to broadcast and reinforce a consistent message. While the post is understandably focused on marketing, it brings up several points that I feel transcends nearly all professional disciplines.

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