Thursday, Jun 25, 2026
4:00 PM to 5:00 PM CET
Why Light is Undervalued and How That Creates Opportunity?
Light has a huge impact on how we feel, work, spend money, and experience spaces - yet most people still treat it as an afterthought. Most of the time, light is just “there” or worse, just another line item on a budget.
In this talk, Joshua Welch looks at why light is so poorly understood by the general public, how that misunderstanding keeps its value artificially low, and why that gap creates a real opportunity for those working with it. The problem isn’t that light lacks value - it’s that we’re not very good at explaining it.
Rather than focusing on products, watts, or technical compliance, the session explores how reframing light around experience, outcomes, and impact changes the conversation. It’s about having better discussions with clients, standing out in a crowded market, and ultimately putting ourselves in a position to do more meaningful and higher-value work.
Learning objectives:
1. Why “light is light” is a costly misconception
When light gets reduced to numbers, specs, and minimum standards, its value disappears before the conversation even starts. This session breaks down why that happens and why it matters.
2. Value isn’t fixed, it’s framed
Light doesn’t just have functional value. It has financial and emotional value too but only if it’s framed in a way people can understand and care about.
3. Why lighting feels like a ‘niche’ (and why it isn’t)
Lighting isn’t niche, it touches almost everything. It only feels niche because we’ve done a poor job of explaining what it actually does and why it matters.
4. How better framing creates real opportunity
By changing how we talk about light, we change how it’s perceived. That shift opens the door to better projects, stronger differentiation, and a much bigger share of the pie.
Joshua Welch is a lighting professional at Hoare Lea, where he spends a lot of time thinking about a simple problem: why something so important to how we live, work, and feel is still so poorly understood.
With experience across design, industry strategy, and education, Joshua focuses on helping people move beyond selling watts and products, toward clearer conversations about value, experience, and outcomes. His work is practical, direct, and grounded in the realities of how projects are actually delivered.
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Watch this webinar to explore how innovative lighting solutions can enhance experiences and engagement in professional sports, entertainment, and multipurpose venues.
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