---
title: "Why Trust and Culture Drive Results: Jesse Hernandez"
description: Depth Builder founder Jesse Hernandez on why trust and culture drive results in construction, and why leaders must account for people being human.
image: https://coaching.velocityadvisorygroup.com/hubfs/Imported_Blog_Media/ep-21-Jesse-1.png
---

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Activating Greatness Podcast Episodes April 13, 2026 | Episode 21

# Why Trust and Culture Drive Results in Construction — with Jesse Hernandez

## Every System Is Perfect Until You Add People: Jesse Hernandez on Leading in Construction

**In this post:** *Construction leadership veteran Jesse Hernandez explains why every production system breaks down without people, how to roll out change crews will actually adopt, and why the firms that show appreciation will win the talent war.*

Around 2000, Jesse Hernandez was the kind of plumbing foreman every contractor says it wants. He finished jobs on schedule. He made money. He beat his peers and let them know it.

Then his boss pulled him aside for a blunt assessment.

"Hey, Jess, you're really good at making money. You're really good at finishing on schedule, but our clients hate you and people quit on you," Hernandez recalled on Episode 21 of *Activating Greatness*, the leadership podcast from Velocity Advisory Group.

His boss showed him the succession list for superintendent. His name wasn't on it, and it wouldn't be until he learned to develop people as well as he delivered profit. Hernandez admits his motivation was not noble. "I didn't want to be a superintendent," he said. "I just didn't want to report to dummies."

That reluctant start eventually led him to national leadership roles and a career coaching and training construction leaders across the country through his firm, Depth Builder. It also gave him a message about construction leadership the industry needs to hear: Results without relationships are effective, but they are not sustainable.

## The Hidden Cost of "Just Get It Done"

His employer at the time, TDIndustries, had a servant leadership culture long before culture became a buzzword. Leadership classes on situational leadership and clear expectations taught him that better communication meant fewer arguments.

The bigger revelation was personal. Hernandez described the emotional burden of leading through force, a weight he said he suppressed for years through substance abuse and self-medication. When he started leading in a more human way, the work got lighter. People invited him to lunch. The friction faded, and he said he stopped hating himself as much.

"Is it effective? Absolutely. Is it sustainable? Not long term," he said.

## Every System Works Until Human Beings Touch It

Hernandez calls himself "an obsessive maniac" about process, systems, and metrics, which gives his critique weight. Construction, he argues, is a social and technical business, but nearly all of the attention goes to the technical side. When prospective clients ask which production system is best, his answer never changes.

"Every single one of them is perfect until you put human beings in it," he said. "And then it gets messy."

Consider the leader who answers a problem with an email that begins "effective immediately." Whether the reader is an owner or a laborer, nobody changes. "People will respond in predictable ways," Hernandez said. The work is planning for those reactions before the rollout.

Host Alec McChesney connected the idea to the [Birds](https://www.velocityadvisorygroup.com/disc-assessments-training/), the DISC-based communication framework Velocity uses with clients. An Eagle may shrug off that email and keep working the same way, while a Dove may wonder what they did wrong. Knowing how each person takes in information reduces friction between the field, the home office, and trade partners.

FREE ONE-PAGE CHECKLIST

### The Change-Readiness Checklist

Use it to test whether a rollout has been experienced or just announced, and to plan for how your crews will react before you send the next directive.

[Get the free checklist](https://coaching.velocityadvisorygroup.com/leadership-library/change-readiness-checklist)

## Position the Tool Around the Person

Hernandez once built a training program for new foremen, a role he calls the hardest job he ever had. "Everybody gets promoted to foreman and then they get told how much they suck, but nobody can help them do better at the job," he said.

When he left the company, another trainer took over with the same slides. The foremen stopped using the tools. They told Hernandez the difference was framing. He taught the one-week and six-week plans as tools that would make their day better. His replacement taught them as expectations the foremen owed their managers.

"If it doesn't serve the human first, it's never going to serve the business," Hernandez said.

> "Every single one of them is perfect until you put human beings in it."
> 
> *Jesse Hernandez, on construction production systems*

He sees three feedback loops in any change: business, social, and human. Leaders sell change on business value, which may take years to reach the profit and loss statement. The human value, the one that can be delivered today, is usually ignored.

## Kindergarten Metrics

Hernandez tracks his numbers, but he believes leaders let metrics govern decisions when they should only inform them. He calls the standard measures "kindergarten metrics" because anyone can calculate them.

His favorite question for executives who insist everything must show a return: "What were the metrics you used that made you decide to have kids?"

The high-performing leaders he has worked with value people, ask more questions than they answer, and act quickly on low performers. They also make decisions. Hernandez still credits pipefitter Ed Mauricio, who paired with him when he was an apprentice overthinking a mechanical room layout, with the best advice he ever received: "Make a decision and go with it." You won't know what's wrong until you act, Mauricio told him, and if it's wrong, you learn and adjust. "We're great at making mouth noise and calling it communication," he said, "but we cannot listen."

## Why Construction Leadership Can't Wait on the Workforce

Hernandez has watched the industry change dramatically in the last decade. Women now lead projects, and conversations about mental health and substance abuse happen in the open. He cautions that social media may paint too rosy a picture, since most construction firms are small, local operations where little has changed. The workforce itself will force the issue.

Baby boomers are retiring, fewer people are entering the trades, and younger workers will not tolerate being neglected. "You can't throw money at people anymore," Hernandez said. Technology helps, but "they do not solve people problems."

McChesney shared an informal poll: Asked whether they would take an extra $25,000 to work in the office five days a week, every respondent under 27 declined. Everyone over 35 took the money.

Hernandez predicts the leaders who systematically show appreciation for everyone on their job site will win the talent, deliver better outcomes for clients, and gain market share.

Other construction leaders on *Activating Greatness* have made the same case. Jackie Fisher of Juneau Construction laid out [the business case for culture](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/ep-30-hiring-for-culture-fit-jackie-fisher), and Maggie Reed of Gilbane Building Company explained [how relentless resilience drives performance](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/ep-31-fact-or-feeling-maggie-reed).

## Frequently Asked Questions

### Why do production systems fail in construction?

According to Jesse Hernandez, production systems rarely fail because of the system itself. "Every single one of them is perfect until you put human beings in it," he said. Construction is a social and technical business, and systems fail when leaders roll them out without planning for how crews, trade partners, and managers will react. Anticipating those reactions and designing countermeasures builds trust before deployment.

### How can construction companies retain skilled workers?

Higher pay alone no longer works, Hernandez said, because the labor pool is shrinking and younger workers will not tolerate being neglected. Retention depends on leaders who listen, invest in development, offer clear career paths, and systematically show appreciation for everyone on the job site.

### What makes a good construction foreman?

The move from installer to foreman means trading the satisfaction of your own work for the results of other people's production. Strong foremen plan the work, communicate clear expectations, and use planning tools because those tools make their day better, not simply because management requires them. Many new foremen are promoted without training, which is why structured development matters.

### How should leaders roll out change on a job site?

Avoid "effective immediately" directives, which Hernandez said predictably get ignored. Instead, explain how the change helps the individual today, plan for the human and social reactions, and account for different communication styles on the team. Frameworks like DISC and the Birds help leaders tailor the message to each person.

HOW VELOCITY HELPS

### Velocity Leadership Development & Emerging Leaders

The jump from top performer to leader of people is where many careers stall, whether the title is foreman, superintendent, or project manager. Velocity's year-long Emerging Leaders program helps new leaders make that shift through a 70/20/10 model with cohort coaching, reinforcement calls, and a Velocity Coach paired with every participant. Leaders practice the skills Hernandez describes, including listening, setting clear expectations, and leading change, on the real problems they face every week.

See how Velocity works with [construction teams](https://www.velocityadvisorygroup.com/construction/).

[Explore Leadership Development](https://www.velocityadvisorygroup.com/leadership-development/)

## The Takeaway: Share Your Gifts

Hernandez's closing message to listeners was simple. "You can transform the world one world at a time, and the best way to do that is share your gifts and talents in service to others."

For construction leaders, that starts on the job site. Listen before you issue the next directive. Build the plan around the people who will carry it out. Give yourself the same grace you would give a struggling crew member. And when you don't know what a better approach looks like, that is not a reason to stop looking for one.

## Listen to the Full Episode

Hear Jesse Hernandez's full conversation with host Alec McChesney on *Activating Greatness*. [Watch on YouTube](https://youtu.be/hIMBQQAe8UA), or listen on [Spotify](https://open.spotify.com/show/4LcgAut0KyYiGyDhFvMjPD) and [Apple Podcasts](https://podcasts.apple.com/podcast/id1868386871). Follow Jesse on [LinkedIn](https://www.linkedin.com/in/jessedepthbuilder/).

FREE GUIDE

### The Job Site Culture Standard

Is your job site culture a choice or a default? Use three questions to find out, then put one new standard into practice this week.

[Get the free guide](https://coaching.velocityadvisorygroup.com/leadership-library/job-site-culture-standard)

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[Construction](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/tag/construction) [Culture & Engagement](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/tag/culture-engagement)

## Ready to activate greatness on your team?

Velocity Advisory Group helps leadership teams build the culture, strategy, and systems that let good people do their best work.

[Book a discovery call](https://www.velocityadvisorygroup.com/contact/)

## Related posts

[Construction](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/tag/construction), [HR & People Strategy](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/tag/hr-people-strategy)

## [Episode 32: Strategic HR Leadership: Scaling HR From 4 to 30-Plus — with Krista Robinson](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/ep-32-strategic-hr-leadership-krista-robinson)

[Alec McChesney](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/author/alec-mcchesney) 

 Jun 8, 2026, 4:00:00 AM

The Business Told Us So: Krista Robinson on Scaling HR From a Team of 4 In this post: Weitz Vice...

[Read more](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/ep-32-strategic-hr-leadership-krista-robinson)

[Construction](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/tag/construction), [Culture & Engagement](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/tag/culture-engagement)

## [Episode 43: Advancing Women in Construction: Fixing the Career Ladder — with Barb Allen](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/ep-43-advancing-women-in-construction-barb-allen)

[Alec McChesney](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/author/alec-mcchesney) 

 Aug 24, 2026, 4:00:00 AM

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[Read more](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/ep-43-advancing-women-in-construction-barb-allen)

[Construction](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/tag/construction), [Strategy & Change](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/tag/strategy-change)

## [Episode 52: Construction Leadership Development Without a Playbook — with Lisa O'Brien](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/ep-52-construction-leadership-development-lisa-obrien)

[Alec McChesney](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/author/alec-mcchesney) 

 Oct 12, 2026, 8:00:00 AM

Construction's 3 Transformations at Once: Lisa O'Brien on Leading Without a Playbook In this post:...

[Read more](https://coaching.velocityadvisorygroup.com/activating-greatness-podcast-episodes/ep-52-construction-leadership-development-lisa-obrien)

---

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