FEI Conference Focuses on Influencing Others, AI and Business Strategy

Phoenix, Arizona, October 23, 2026—FEI Group’s annual conference continued Thursday with a focus on influencing others, artificial intelligence and practical strategies to help members strengthen their businesses in a challenging market.

The day’s general session featured keynote speaker Damon West, bestselling author of The Coffee Bean: A Simple Lesson to Create Positive Change. West, a former college quarterback who served more than seven years in prison before rebuilding his life, shared his message of resilience, personal accountability and the power individuals have to influence their circumstances.

Drawing on his experiences with addiction, incarceration and ultimately redemption, West described the lesson that changed his outlook while serving a lengthy prison sentence. A fellow inmate challenged him to consider how a carrot, an egg and a coffee bean respond to boiling water. While the carrot softens and the egg hardens, the coffee bean transforms the water around it.

“The power is inside each and every one of you,” West told attendees. “If you keep the power inside you, you don’t survive adversity. You thrive in adversity.”

West encouraged attendees to approach challenges with a positive mindset, emphasizing that changing one’s thinking is often the first step toward changing circumstances.

“Old thinking can’t take you to new places,” he said.

Following the keynote, attendees had the opportunity to participate in two rounds of Learning Academy sessions addressing a range of business challenges and opportunities.

Artificial intelligence was a prominent theme again, with sessions exploring practical AI tools, organizational transformation and the changing landscape of online search. Other presentations focused on driving builder sales, improving business processes, strengthening leadership and navigating construction contracts.

For flooring and kitchen-and-bath professionals, a session led by Daltile’s Paij Thorn-Brooks and Patrick Warren explored design trends and consumer preferences expected to influence the market in 2027, including evolving color palettes, materials and product innovations.

The afternoon’s agenda also included division-specific breakout meetings, giving members an opportunity to discuss issues and opportunities within their respective business segments.

The day concluded with a Western-themed networking event featuring live entertainment. The conference wraps up Friday with additional division meetings and networking activities.

Read about Day 1 here.