Mike Simon - better known as Dirt Perfect - is back on the podcast today! Since his first appearance, Mike has grown his YouTube channel to over 500,000 subscribers, all while running his excavating business. In this live recording from the CONEXPO-CON/AGG 2026 Community Zone, Mike sits down with Taylor to talk about what's changed, what hasn't, and why his "hobby" now earns more than his business.

From the emotional reason he started filming to the practical realities of balancing brand deals with job site work, Mike delivers a first class lesson in authenticity. He and Taylor dive into why the trades are still undervalued, how social media is a powerful free advertising tool, and why knowing your "why" matters more than chasing views.

🎯 KEY TAKEAWAYS:

💰 YOUTUBE PAYS MORE THAN THE BUSINESS (AND THAT'S OKAY) [4:38]:

"The crazy part is the social media world makes more money than the excavating business. So how do you balance that out, right?"

Mike gets honest about the financial reality of his channel and explains why he intentionally keeps it a hobby to avoid burnout and maintain authenticity.

👷‍♂️ THE TRADES VS. COLLEGE REALITY CHECK [13:06]:

"One of the kids I graduated with is now the assistant principal at the high school... the reality of it is my salary is six times what his is."

Mike makes a powerful argument for trade careers, explaining why schools are finally waking up to their value.

🚀 YOU CAN'T PREDICT A HIT, SO JUST PRESS 'PUBLISH' [31:34]:

"I bet you out of half of my videos that have really taken off, I probably considered not posting because I didn't think they were that great of videos. And the videos you think that are absolutely awesome and you can't wait for everybody to see just lay there flat."

Mike reveals that the audience decides what's compelling, not the creator. Instead of trying to engineer a perfect viral hit, focus on consistently documenting your journey, because you never know which project will be the one to connect with millions.

CHAPTERS:

0:00 - From Excavator to YouTube Star

1:59 - The "Why" Behind the Camera: A Father's Legacy

4:18 - When the Hobby Pays More Than the Business

6:20 - The Secret to Half a Million Followers

7:39 - How Excavator Soccer Led to His First Brand Deal

12:00 - Why the Trades Are a Smarter Career Than You Think

17:19 - Advice for Starting Out in Business & on Social Media

20:22 - The Dirt Perfect Origin Story (and Spelling Mistake)

24:16 - Behind the Scenes: Content Strategy and Scheduling

32:27 - The $10,000 Video vs. The $1,000 Video: How YouTube Pays

34:43 - The First Big Paycheck & What's Next

Thank you to our good friends over at John Deere Power Systems for sponsoring this podcast: https://www.deere.ca/en/engines-and-drivetrain/

CONEXPO-CON/AGG 2026: CONEXPOconagg.com

CONEXPO-CON/AGG Newsletter: https://www.CONEXPOconagg.com/industry-news#sign-up

🔗 CONNECT WITH DIRT PERFECT:

Website: https://www.dirtperfect1.com/

YouTube: https://www.youtube.com/c/DirtPerfect

#DirtPerfect #ConstructionLife #SkilledTrades

How does the youngest asphalt company owner in Wisconsin, and the only woman of color in that role, build a thriving business? Ebony Jennings shares her journey of honoring her family's legacy while forging her own path in a male-dominated field. She offers a direct look at the challenges and advantages of her unique position.

Ebony explains why certain industry programs, designed to help, can sometimes feel like a double-edged sword, and gives practical advice on how women can build the confidence needed to lead and earn respect. Her story provides a clear blueprint for attracting the next generation to the trades and succeeding against the odds.

⚠️ THE FORGOTTEN SOLUTION [09:28]:

"I believe that if we put trades back into high schools like we did, or even as low as middle schools... We don't live in a world where they push trades a lot. You more so will see the four year colleges are being pushed. That doesn't work for everyone."

This addresses the root cause of the skilled labor shortage and offers a clear, systemic solution to building a stronger talent pipeline for the future.

✨ THE SISTERHOOD STRATEGY [19:10]:

"That is where your village is going to come from. That is where your sisterhood comes in at. And you need that because you may not be as vocal as me or someone, another woman you know in your industry."

Discover how building a strong network of women provides the support and motivation to find your voice, gain confidence, and claim your space.

⚡ THE LISTENING ADVANTAGE [32:53]:

"Come and listen to the women's perspectives... especially us women in this industry, it's majority men. So we're always listening to you. So come and just listen in with us as well."

This is a direct call to action for male leaders to gain a competitive edge by understanding the experiences and ideas of women in their companies.

00:00 - Why CONEXPO-CON/AGG 2026 Is a Must Attend for Construction Pros

00:54 - Breaking Barriers as a Woman of Color in Asphalt

04:18 - The Real Impact of Minority Business Certifications

09:19 - Fix the Skilled Labor Shortage by Rebuilding Trade Education

12:00 - Use Social Media to Attract the Next Generation to Construction

14:22 - What to Expect from the EmpowerHER Workshop

16:22 - How Women Can Build Confidence in a Male Dominated Industry

19:00 - Why Construction Sisterhood and Mentorship Matter

26:58 - How to Prepare Your Team and Brand for CONEXPO-CON/AGG 2026

Thank you to our good friends over at John Deere Power Systems for sponsoring this podcast: https://www.deere.ca/en/engines-and-drivetrain/

CONEXPO-CON/AGG 2026: CONEXPOconagg.com

CONEXPO-CON/AGG Newsletter: https://www.CONEXPOconagg.com/industry-news#sign-up

🔗 CONNECT WITH EBONY JENNINGS:

1. Ebony Jennings: https://www.linkedin.com/in/ebony-jennings-b11042142/
2. Instagram:

Construction business owners face a massive recruitment hurdle. Society has spent years telling kids that university degrees were the only path to success - a message that has created a culture where manual labor is seen as a ‘last resort’. Emmy award-winner, creator and host of Dirty Jobs, and America’s leading advocate for the skilled trades, Mike Rowe, joins the show to explain why this labor gap is a threat to national security.

Mike demonstrates why the construction industry must change how it markets itself to the next generation. Polished corporate videos often fail as young recruits can sense when they are being sold a lie. Contractors should focus on telling the authentic stories of their most successful employees in an effort that will help people see the wealth and pride available in a trade career.

🎯KEY EPISODE TAKEAWAYS:

⚠️ THE RETIREMENT GAP CRISIS [09:57]:

"For every five tradespeople who retire this year, two will replace them. Five out, two in. Now, it has been that way for over a decade. And you don't have to be a math major to look at that and go, ‘All right, that ratio is not sustainable.’"

Watch Mike share the dangerous math that puts national security at risk.

✨ THE SITE COMPLIANCE TRAP [29:19]:

"Safety is not first. If safety were first, there would be no one on the job site. We would all be home bubble-wrapped in our altered-states tubes."

Learn how extreme rules lead to complacency and why common sense must return to the site.

🧠 THE PRIDE OF UNSEEN WORK [49:14]:

"No one sees his handiwork. He is 10 feet underground hammering out rotten bricks and putting in new ones to keep the entire sewer system viable so the streets don't collapse and run with crap. It’s a really important job and nobody has any idea that he is doing it."

Discover the deep pride found in the vital work that remains hidden from public view.

CHAPTERS:

00:00 - Mike Rowe and CONEXPO-CON/AGG 2026

02:50 - Why CONEXPO-CON/AGG Showcases the Heart of Construction

05:59 - Technology Scale and Why CONEXPO-CON/AGG Is Unlike Any Other Expo

08:00 - The Skilled Trades Recruiting Crisis and Authentic Storytelling

15:41 - Do Younger Workers Want to Work?

19:31 - Scholarships Workforce Gaps and the Trades Talent Pipeline

25:22 - Rethinking Training Safety and Competency in Construction

35:55 - Why Apprenticeships and Early Exposure Beat Classroom Hours

44:47 - Pride in Craftsmanship and the Art Behind the Trades

48:31 - The Invisible Work That Holds Infrastructure Together

Thank you to our good friends over at John Deere Power Systems for sponsoring this podcast: https://www.deere.ca/en/engines-and-drivetrain/

CONEXPO-CON/AGG 2026: conexpoconagg.com

CONEXPO-CON/AGG Newsletter: https://www.CONEXPOconagg.com/industry-news#sign-up

🔗 CONNECT WITH MIKE ROWE:

• LinkedIn: https://www.linkedin.com/in/mikeroweworks/

• Website: https://mikerowe.com/

• Foundation: