Most integrators that attended Azione Unlimited’s spring conference in Indianapolis would likely agree that in order to succeed in business, everyone must be on the same page and striving toward the same goal. To do that, there must be solidified processes in place and a system of standardizations and routines that, through repetition, lead to a rhythmic drumbeat of prosperity.
That’s why the theme of the buying group’s event was “Inculcation,” which is loosely defined as the process of instilling beliefs, values or ideas into someone through repeated instruction or emphasis.
When it comes to business and the custom home integration industry, it could be defined as establishing processes, documentation, guidelines and a culture of routines that lead to the common good of the organization.
“In this room with owners and operators and decision makers, those words can carry a lot of weight, because what you repeat starts to become your process, and your culture starts to become who you are,” opined Patrick McCarthy, the buying group’s young executive director overseeing just his second conference. “So, being intentional about what you repeat starts to become really important.”
McCarthy encouraged attendees to be intentional about what they repeat, as it defines their processes and success. He pointed out how consistency in projects, client experiences, and internal practices leads to excellence and business growth.
McCarthy also reflected on the evolution of the industry, highlighting how changes like the integration of lighting and energy management have become central to premium projects. He stressed that the key to success lies in mastering what works, repeating it intentionally, and avoiding habits that hinder progress. Throughout the conference, he encouraged members to focus on improving their businesses, teams, and leadership by refining the processes they repeat, with a long-term vision for success.
“Repetition is not the enemy of progress,” McCarthy said. “It’s the engine of mastery.”
Talking Tariffs at Azione’s Spring Conference
CEDIA’s Mitch Klein (left) moderates a panel discussion on tariffs and their impact on the custom integration industry. Image/Azione Unlimited & Christopher Pack
A standout session, of course, tackled the U.S.-China trade war and its pressure on the custom integration industry. Panelists detailed how soaring tariffs—some as high as 145%—are disrupting supply chains, inflating prices, and creating major cash flow issues due to the upfront nature of tariff payments at the dock.
The U.S. and China have since reached a 90-day agreement to de-escalate the crisis and reduce tariffs, but the situation is quickly evolving.
Panelists included Jeff Costello, vice president of sales at Nice; Bryce Judd, chief revenue officer at Savant; Eric Bodley, CEO of Future Ready Solutions; and Jason Sloan, chief revenue officer at Sonance.
Related News: U.S., China Pause Tariffs for 90 Days in Major Trade Shift
Manufacturers like Nice, Savant, and Sonance shared how they’re responding, from implementing permanent price increases and temporary surcharges to absorbing costs while reevaluating long-term sourcing strategies. Despite early hopes, reshoring has proven difficult, with many components—especially in audio—still tied to China.
Retailers are feeling the strain too, with some canceling entire product lines amid growing uncertainty. Panelists emphasized the importance of updating contracts, strengthening supplier relationships, and maintaining transparency with clients.
The session reflected a shared understanding: while the tariff environment remains unpredictable, collaboration, flexibility, and clear communication are key to weathering the storm and emerging stronger.
Seeing the Devil in the (Lighting) Details
That theme was put into action at the conference, with many of the sessions focusing on the granularities of the industry and the importance of organization, standardization, and the minute details that separate successful integrators from their competitors.
One such example was a session led by Bruce Clark, a founding member of Illuminated Lighting Design, a new lighting design services firm.
Clark’s session was quite literally focused on the granular details of lighting design, as each attendee was given a home’s floor plan and a red pen to mark-up the home for lighting requirements. This session spoke directly to McCarthy’s theme of process and repetition.
According to Clark, this process helps ensure the lighting plan aligns with the design intent and enhances the space.
“Redlining is a method of communication between the trades—a way to ask questions and deliver perspective, and it allows you to prevent construction errors and delays,” Clark says.
The session demystified how strategic markups on architectural bid sets can transform lighting plans from generic to exceptional. Clark emphasized that redlining a lighting plan goes beyond simple corrections. Rather, it’s a collaborative language that aligns electricians, architects, and designers.
A key takeaway was lighting’s relationship with architecture. Clark explained how ceiling heights dramatically affect fixture placement, noting an 18-inch offset works for standard 8-foot ceilings, while taller 10-foot spaces require 32 inches. Structural elements like beams and coves also demand careful consideration to avoid unwanted shadows or dark spots.
Attendees put theory into practice by redlining a real renovation plan. Discussions sparked over kitchen task lighting, where misplaced fixtures could cast shadows on workspaces, and art walls needing precise adjustable lighting. Clark guided participants to ask critical questions about each lighting decision’s functional and aesthetic impact.
For integrators and designers alike, the message was clear: mastering redlining and focusing on details is key to elevating lighting from afterthought to art form.
Serving Luxury, Delivering Consistency in the Channel
Another session topic that could greatly benefit from inculcation was focused on working with luxury home buyers and ultra-high net worth individuals and billionaires. The session, led by Sean Weiner of Spexi Advisory, stressed the importance of standards and processes when working with ultra-rich clients who expect top-tier service. Drawing on over three decades in the industry, Weiner emphasized the importance of mindset, service structure, and early engagement.
When discussing company processes and systems, Weiner made clear that consistency is a major differentiator—yet incredibly difficult to achieve.
“I hate to compare with McDonald’s, but the one thing about McDonald’s is every time you go to [one], you know exactly what you’re going to get… That level of consistency is almost impossible for us, but clients want that.”
Ultimately, Weiner said that delivering luxury technology systems at this level requires excellence and extreme attention to detail across every touchpoint that resonates with the clients’ emotions. He relayed a story about a child of a wealthy couple that left a toy at a high-end resort. To assure the child that the toy was safe and being taken care of, they sent the family photos of the toy lounging by the pool before shipping the toy back to the family’s home.
“No process will ever replace the personal touches that you have inside your organization,” he concluded.
Weiner also stressed the importance of robust documentation and the ability to process pricing documents, change orders and more in a timely and efficient manner, perhaps with the help of AI.
AI as a Force Multiplier for Businesses
Ari Supran, CEO of Sonance, delivers a presentation on AI at Azione Unlimited’s spring conference. Image/Azione Unlimited & Christopher Pack
Speaking of AI, minds were collectively blown when Ari Supran, CEO of Sonance, presented on how he and his team have been using AI to make the company more efficient in a multitude of ways, including marketing, documentation, bookkeeping, research, content and more.
Supran’s presentation touched on several AI tools that are either free or cost a nominal monthly fee, such as ChatGPT (and custom GPTs), Perplexity, Notebook LM, Wispr Flow, and so many more.
The presentation also covered AI’s capabilities in generating job descriptions, aiding project management, assisting with coding, and the concept of autonomous “agentic AI.”
Beyond operational efficiency, Supran explored how AI could expand service offerings through image and podcast creation, as well as mind mapping tools. Looking ahead, he discussed anticipated advancements like in OpenAI’s ChatGPT and AI’s potential role in helping to design projects.
The discussion also addressed AI’s impact on communication and collaboration, highlighting discreet recording and transcription tools, along with the increasingly sophisticated transcription features within Microsoft Teams.
The overarching message emphasized the importance of integrators embracing AI to improve efficiency, explore new services, and maintain a competitive edge in the industry.
“AI won’t take your job, but somebody using AI will,” Supran said, suggesting that those not using AI to optimize their time will fall behind their competition.
McCarthy’s Azione Mission: Structure, Stability, Success
For McCarthy, who took leadership of Azione just over six months ago and oversaw his second group conference, maintaining steady leadership of the group after the departure of longtime leader Richard Glikes has been his focus. This also comes as the industry grapples with tariffs, labor shortages, and other economic factors.
This stability allows for a continued emphasis on inculcating fundamental principles, such as open discussions about labor rates and strategies for delivering premium experiences, he said.
In a brief interview with CE Pro, McCarthy emphasized that while the core expectation of attendees remains consistent – valuable community interaction for building connections and gaining insights – the conference serves as a platform to reinforce these positive practices.
While Azione strives to deliver consistent and impactful experiences at its conferences, it is revamping how it does its annual conferences. According to McCarthy, Azione’s spring conference will be the group’s flagship event and feature more high-end amenities and more quality sessions and initiatives. The fall conference, meanwhile, will be scaled down a bit.
This evolution aims to enhance the “premium experience” and provide more opportunities for members to connect and reinforce the good habits that foster individual and collective growth.
“(This industry) is to windy and twisty and turny, and there’s new stuff that we’re always chasing … so we have to be more routine and more structured and repeat the right things,” McCarthy said.
Keep Reading:
Check out our companion piece looking at what went down at the Oasys Summit
Read up on how the incoming tariffs may affect the custom integration business
Or see what’s going on over at HTSA this spring
