The World Millwork Alliance (WMA) is steering the industry toward future trends, using unconventional topics to spark conversation. Under the leadership of second-year President and CEO Renee Hornsby, the group has placed a heavy emphasis on education before its annual trade show, featuring subjects that might seem unrelated to the trade. Conversational intelligence, which refers to the use of artificial intelligence to capture and analyze interactions, and the fashion trend of mustard-colored trousers were both on the agenda. Hornsby noted that the technology, workforce, and customer expectations are all shifting rapidly, creating a pace that is not slowing down.
A Community Focused on Inclusion
The annual event took place in Orlando this week, just 77 miles from the Alliance’s headquarters in New Port Richey, Florida. The schedule included a board of directors’ luncheon and meetings on Sunday, followed by an official opening on Monday morning. The “Coffee and Conversations” session was followed by a Women in Millwork breakfast, which gathered approximately 70 women. Beth Monts De Oca, the new president of Worldwide Door Components, emphasized that the goal is to make the presence of women in the industry visible and felt throughout the entire conference.
Katie Hren, a product designer for Novatech, described the growth of the event as something the group loves to see. Amanda Smith, WMA’s director of events and operations, confirmed that the breakfast has been running for five years and is now the largest gathering to date. The attendees also had early access to the keynote speaker, Col. Nicole Malachowski, USAF, a combat veteran and retired fighter squadron commander who was the first woman to fly with the U.S. Air Force Thunderbirds.
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Overcoming Headwinds with Resilience
Malachowski shared a personal story about her background as the daughter of a general contractor, recalling a time when she was paid 50 cents an hour to clean sawdust. Drawing on her experience as a fighter pilot, she discussed how headwinds can be disruptive yet manageable. She outlined three sources of these headwinds: self-doubt, organizational change, and unexpected situations. Malachowski also described a period of recovery following a late-stage neurological tick-borne illness, during which she was bedridden for nine months and underwent an additional year and a half of rehabilitation to relearn basic skills.
She encouraged attendees to focus on the runway in front of them rather than what lies behind. “The runway behind you is always unusable,” Malachowski said. “All you ever have is the runway that’s in front.” This sentiment resonated with millwork professionals as they looked toward the future, particularly regarding artificial intelligence. Steve Peterson, president of Lumbermen’s Inc. in Grand Rapids, Michigan, suggested that AI is becoming a significant part of that runway.
Peterson discussed how conversational intelligence can be used to monitor calendars and automatically capture meetings. This allows leaders to focus on interactions without the distraction of note-taking. He explained that recordings can be analyzed to trigger other automations and enhance internal coaching efforts. For example, if a leader says they will send a tool to a colleague by the end of the day, the AI can set up that action automatically.
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Despite the rapid adoption of new tools, Peterson warned of a dangerous trifecta involving AI. He cautioned against giving AI access to private data, untrusted content, and the ability to communicate autonomously. “You cannot have it read your private data, plus untrusted content,” he said. If protocols are not established, AI could be tricked into sending out confidential information, a risk that many businesses are currently facing.
AI Risks and Industry Warnings
Holly Bayer, marketing and field sales support at Bayer Built Woodworks Inc., also touched on fashion trends relevant to the industry. She predicted that mustard-colored trousers will be the hottest color next year, noting that the trend is already prevalent in London and Paris. Bayer suggested that this color trend will likely make its way into millwork products, bringing a splash of style to the trade.
Fashion Trends in Millwork Design
Hornsby emphasized that relationships remain a constant in the millwork sector. She pointed to the event’s tagline, “Connections that Matter,” to highlight the enduring value of human interaction. The organization hopes these connections provide significance to attendees over the three-day duration of the event.
