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In this episode of Titans of the Trades, host Ryan Englin sits down with Jonah Canter, a former tech start‑up strategist turned construction industry leader at Canter Construction, to explore what it takes to build a profitable trades business and one that you don’t have to live in 24/7.
If you’re a construction executive in the blue‑collar space wrestling with recruiting, training, culture, growth, or breaking free from the truck yourself, you’ll want to tune in.
Jonah shares:
- How his startup background gave him a fresh lens on the trades.
- The marketing shift that enabled hiring better talent.
- Why hiring attitude beats skills and how he trains top people in eight weeks.
- The strategy of working on the business v. in the business.
- How to position your construction firm to market and recruit like a luxury brand.
Whether you’re a contractor who grew up in the field or someone new to the trades, this conversation delivers actionable insights to help you evolve your leadership and company.
Takeaways
- [00:46 ] Jonah’s background: startup world to construction and why he chose the trades.
- [04:13] How he built a lead‑generation pipeline via real estate agents rather than paid ads.
- [06:34] Why marketing your construction business like a luxury brand matters for recruiting and growth.
- [10:55 ] How a strong marketing presence helps attract high‑quality employees.
- [14:39] The principle: you can teach trade skills. You can’t force mindset or attitude.
- [16:11] Training a young estimator over eight weeks by shadowing, ride‑alongs, and conversation.
- [22:37] Building a culture: treating employees as adults, encouraging questions, avoiding yelling.
- [25:12] Creating a business that runs without you: stepping back, hiring smart, having systems.
Connect With Jonah:
Website: https://www.canterconstructionsc.com/
LinkedIn: https://www.linkedin.com/in/jonah-canter-b581b89/
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