Episode Summary
This episode of The Flywheel Effect explores the crucial role of advocacy in the custom integration industry. Brent Sonnek-Schmelz hosts Will Breaux, Director at Casa Houston and CEDIA Government Affairs Committee Chair, for a look into the importance of engaging with local and national government. Will shares his experience successfully fighting against regulations that would have required permits for low-voltage work in Houston.
Will’s story highlights the impact integrators can have by speaking up and educating lawmakers. He emphasizes the need for proactive involvement, especially since regulations often return. Will also discusses the importance of mentorship and inspiring the next generation of integrators. He spearheaded an initiative to bring high school students to CEDIA Expo, giving them a firsthand look at the industry.
This episode underscores the power of grassroots advocacy and how every integrator can contribute to shaping the future of the trade.
Featured Guest
Name: Will Breaux
What they do: Director
Company: Casa Houston
Noteworthy: Custom integrator, CEDIA Government Affairs Committee Chair, and advocate for the trade.
Key Insights
The Power of Grassroots Advocacy
Many small business owners avoid getting involved in advocacy, seeing it as irrelevant to their daily work. However, as Will explains, it’s often local regulations that significantly impact a business. In his experience with the Houston City Council, he showed how a strong grassroots effort could sway decisions. Engaging with local officials directly makes a greater impact than organizational representation. Integrators, like other tradespeople, need to be proactive and participate in these conversations. If they don’t, someone else will shape their industry’s future, potentially for the worse.
Mentoring the Next Generation
The custom integration industry needs a clear path for newcomers, unlike established trades with apprenticeship programs. Will saw this gap and took the initiative. He organized a program to bring high school students to CEDIA Expo, exposing them to career possibilities and technologies. This type of mentorship not only benefits students but strengthens the entire industry. By investing in the future workforce, integrators ensure a steady stream of skilled professionals. The enthusiastic support Will’s program received from manufacturers like Savant and Sonance demonstrates the industry’s recognition of its importance.
Proactive vs. Reactive Governance
Waiting for regulations to appear before reacting puts integrators at a disadvantage. As Will points out, local governments often revisit code updates, providing multiple opportunities for unfavorable regulations to slip through. By engaging proactively, integrators can shape these discussions, educate officials, and ensure fair and reasonable outcomes. Joining organizations like CEDIA and participating in government affairs committees allows integrators to stay informed, anticipate potential issues, and contribute to a unified industry voice. This proactive approach protects businesses and establishes the industry as a responsible and engaged stakeholder.
Episode Highlights
The Plasma TV Boom and Early Career
[00:00:00 – 00:07:00]
Will discusses his entry into the custom integration industry, starting with a biomedical science background and a shift away from veterinary school. He details his early work at a mom-and-pop home theater shop and his time at Tweeter, where he managed one of the most profitable stores during the plasma TV boom. This era, with high-margin plasma TVs and architectural speakers, offered installers a lot of work. Will’s experience at Tweeter provided valuable industry insights and set the stage for his later entrepreneurial ventures.
“After the fall of Circuit City, it was really only Tweeter and Best Buy at that time for any sort of nationwide chain. So we did a lot of custom installation work at that time. The store that I managed at that time had the highest percentage of Plasma TV sales.”
From Integration to Distribution and Back
[00:07:00 – 00:14:00]
Will recounts his journey into company ownership during the 2008 recession, learning valuable lessons about managing installers and navigating challenging economic times. He then transitioned to Wave Electronics, a major distributor, as VP of Marketing. This role gave him insights into manufacturer perspectives and dealer marketing programs, leading to collaborations with companies like Sonance. He subsequently joined Iconic (formerly Signature Home Theater) to broaden their scope beyond home theater and into lighting control and design. His move to Casa, a high-end showroom, further refined his understanding of luxury design and multifamily projects.
“So that was my opportunity to get into something bigger, and that’s when I went to Wave Electronics… I was VP of marketing for almost 6 years. So I did all the CEDIA of trade shows, worked with all the manufacturers.”
The Importance of Advocacy in Houston
[00:15:00 – 00:24:00]
Will explains his involvement in advocacy began when the city of Houston proposed regulations that would have required electricians to permit low-voltage work. He saw this as a threat to the industry and used the opportunity of a CEDIA tech summit to rally support. His efforts, including speaking before the city council, played a key role in the successful defeat of these proposals. Will realized the power of grassroots advocacy and the importance of engaging local officials directly. This victory demonstrated how proactive participation can protect the industry and its future.
“I actually stood up on a chair… and with the microphone and the whole expo hall of that summit, and explained what was going on… and said we really need to get some grassroots support — show up, sign up to speak and voice your input to the city council meeting.”
Getting Involved in Advocacy and the Future
[00:45:00 – 00:54:00]
Will offers advice on how integrators can get involved in advocacy. He stresses the importance of education and participating in industry events like Lightapalooza and CEDIA. He encourages integrators to join CEDIA’s Government Affairs Committee or become a state/local captain. Will highlights the ongoing effort to establish “Technology Integrator” as an official occupational classification, requiring federal government sign-off. He encourages integrators to contact their local representatives to garner support for this initiative, emphasizing the importance of collective action and the limited window of opportunity.
“We actually have an initiative going on right now to try and legitimize our industry… technology integrator isn’t an actual occupational classification… and it requires the federal government to sign off on this.”
