At Coverings 2026 in Las Vegas, one message stood out above all others: collaboration is no longer optional; it is the defining factor of project success. In an industry facing labor shortages, compressed schedules, increasingly complex designs, and heightened customer expectations, the ability to work together effectively has become a true competitive advantage. Across both the commercial and residential sectors, the conversations made it clear that communication, trust, and proactive leadership set industry leaders apart from average contractors.
As the moderator of two key panel discussions, I had the unique opportunity to hear firsthand from general contractors, tile contractors, and design professionals about what is truly working—and what is not—on today’s jobsites. While each segment of the industry faces its own challenges, the underlying principles of success remain remarkably consistent.
Commercial reality: communication, risk, and accountability
The commercial panel, “Building Strong Partnerships,” brought together a diverse group of professionals representing general contractors, tile contractors, field leadership, and design. The discussion quickly moved beyond theory and into the realities of jobsite execution, where timing, accountability, and communication can make or break a project.
“If there is an issue, attack it immediately,” said Ken Ottinger, Director of Quality Assurance for Kitchell Contractors. “I would rather hear bad news early than good news too late.”
This statement captured the essence of the conversation. In commercial construction, communication delays eliminate options. When issues are raised early, teams can collaborate, adjust schedules, and protect both budget and quality. When issues are raised late, the project often enters a reactive mode, leading to conflict, change orders, and strained relationships.
Build relationships and formalize QC plans.
Another powerful takeaway was the importance of building relationships outside of active projects. Ottinger said that in more than 30 years in the industry, only one tile contractor had invited him to visit their business. This insight underscores a missed opportunity. Relationships should not begin at bid time; they should be built well before a project ever breaks ground. Inviting a general contractor into your operation builds confidence, demonstrates professionalism, and creates a foundation of trust that carries into future work.
The panel also emphasized the need for tile contractors to implement a formal quality control plan on every project. This includes substrate evaluation, layout planning, movement joint strategy, documentation protocols, and closeout procedures. Quality is not something that should be assumed—it must be defined, communicated, and executed with consistency.
Professionalism reigns.
Panelists reinforced that professionalism in the field still matters. Contractors who communicate clearly, remain solution-oriented, and understand the broader project goals become trusted partners. They are not viewed as just another subcontractor; they become an extension of the project team.
Panelist Yumi Soto, award-winning Interior Designer and Principal of Visual Studio Plus, inquired who, on the project, is responsible for inspecting the tile to ensure the correct material was ordered, received, and is not broken. Mike Gillett, CEO of Commercial Ceramic, Inc. and an NTCA Five-Star Accredited Commercial Tile Contractor, commented that his organization inspects all the tiles, including matching dye lots, as soon as the tile is received. In addition, Gillett uses IPA Labs, through the Tile Council of North America (TCNA), to test the tile on his projects and ensure the tile meets ANSI A137.1 standards.
To sum up, the commercial takeaways included:
- Address issues immediately.
- Build relationships before the project starts.
- Create a quality control plan
- Communicate early and often.
Residential complexity: expectations, design, and trust
The residential panel, “Collaborating for Success,” explored a different environment—one driven by homeowner expectations, design intent, and personal investment in the finished product. Residential work often requires navigating emotions, evolving preferences, and high expectations fueled by social media and design trends.
There is no such thing as too much communication and documentation.
This principle became a central theme of the discussion. In residential construction, assumptions can quickly turn into costly mistakes. Every decision—from material selection to layout to installation details—must be clearly documented and communicated. Documentation protects not only the contractor, but also the builder, designer, and ultimately the homeowner.
Aaron Enfinger, COO of Cleary Co. and NARI President, explained, “Connection, competence, and character are the three sides of trust when hiring a tile contractor.”
Enfinger’s framework for trust resonated deeply with the audience. Successful contractors are those who build strong relationships (connection), demonstrate technical expertise (competence), and consistently do the right thing (character). When all three are present, trust is established—and trust drives repeat business.
Michelle Blemel, Designer and President of Amberleaf, Inc., offered a powerful example of proactive collaboration. She makes it a point to visit each jobsite at least once per week to ensure alignment between design intent and field execution. This level of involvement reduces miscommunication, strengthens relationships, and ultimately leads to a better finished product.
Another critical takeaway centered on pricing strategy. Residential contractors were encouraged to move beyond square-foot pricing and instead price the full project.
“True project value includes preparation, logistics, waterproofing, specialty details, risk, and customer management,” said Martin Brookes, Director of Installation for Fireclay Tile and an NTCA Five-Star Accredited Residential Tile Contractor. “Contractors who fail to account for these elements often find themselves underpriced and overexposed.”
In a nutshell, the residential takeaways included:
- Document everything.
- Align values with project partners.
- Focus on full-project pricing.
- Prioritize the customer experience.
Where both worlds align
Despite the differences between commercial and residential work, the panels revealed a consistent set of principles that apply across the industry. Communication, documentation, and trust remain the foundation of successful projects.
Contractors who take ownership of communication—who raise issues early, document decisions thoroughly, and approach challenges with a solutions mindset—position themselves as leaders in their industry. They are the contractors that general contractors, designers, and clients want to work with again.
In today’s environment, collaboration is not just about being easy to work with; it is about being strategic. It is about understanding the entire project lifecycle, aligning with stakeholders, and delivering consistent, high-quality results.
Final lessons
The lessons from Coverings 2026 are clear: contractors who embrace collaboration, prioritize communication, and invest in relationships will lead the industry forward. At NTCA, we remain committed to equipping our members with the tools, education, and insights needed to succeed in an increasingly complex construction landscape. When the industry works together, everybody wins.
Jeremy Sax
Jeremy Sax started his career in the tile industry, back in 1998, as the Director of Domestic Sales for Tamiami Tile in Miami, Florida. An accomplished leader with over 26 years of experience in strategic management, scaling businesses and servant leadership, Jeremy brings a wealth of expertise to NTCA. His previous roles have included significant leadership positions where he demonstrated exceptional skills in organizational growth, strategic planning, and stakeholder engagement ranging from roles within Manufacturing, Distribution and most recently Private Equity.
As Deputy Director, Sax will be instrumental in supporting NTCA’s objectives to enhance industry standards, foster professional growth, and advocate for the tile contracting community. His proven track record in managing complex projects and driving strategic initiatives aligns perfectly with NTCA’s goals of innovation and excellence in the tile industry.
Sax holds a Bachelor’s degree in Business Administration with an emphasis in Organizational Management from St. Louis University. He is known for his strategic vision, dedication to excellence, and his ability to cultivate strong relationships within the industry. Sax’s commitment to advancing professional standards and his deep understanding of market dynamics is invaluable in his role as NTCA Deputy Director.
