The construction industry is undergoing changes so radical and so far reaching that they defy accurate description. We are told that between now and the end of this century our urban population will double and we will have to build in our cities as much as has been built since the first settler arrived on these shores. So, an appropriate question is whether the precast concrete industry is organized and prepared to meet the opportunities before it. The fact, however is that the industry is still organized largely along handicraft lines. We are doing things too much as we did fifty years ago. We are still not ready to take our place in an industrialized construction industry that must perform near miracles in the next three decades if society's needs are to be met. Why is this so? Why are we not ready? One reason is the fragmented nature of the industry. Consider the precast concrete industry. Here we have an industry of about 5,000 plants doing at least a half billion dollars of business annually and each operating within a limited geographic range. This industry deals with 400 products in at least ten major market areas, ranging from industrial to agricultural to recreational. Yet, there are no industry wide standards or program of research or development. The principal need, then, is one of identity. Who are we? What are the capabilities of this industry? How can these capabilities be translated to the real needs of the marketplace? For this reason, it is with a sense of urgency that the National Precast Concrete Association is encouraged to develop a marketing consciousness- or, if you prefer, a "customer consciousness"- that will guide its future growth and development. A beginning point to achieve this must be to strengthen the independent, self-supporting international association with a membership base as broad as possible. A strong association is needed because the problems of standardization, quality control, market research, product development, education, and promotion are too far reaching to be dealt with effectively without one.