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:

Raised on Blacktop’s Matt Stanley returns to explain how a family paving business actually runs. Most people think a large fleet means the owner is comfortable, but the truth is that the work feels fragile when you are in the trenches every day, and you have to ‘keep the main thing the main thing’ to stay profitable. Matt reveals how to grow a public brand without losing touch with the job site.

Explaining that you need to master the balance between field leadership and scaling systems, Matt reveals how to earn respect on the job while stepping back to let the company grow. He also talks about the mental toll of content creation and why he dropped his brand manager. Get ready for a very real conversation about the hard truth behind the highlight reels.

🎯KEY EPISODE TAKEAWAYS:

📈 THE EXPANSION COST [05:50]:

“For a paving company, the end-all be-all is like paving highways and airports… and the deeper we get into these city contracts and state work… you kind of see like, ‘Oh, this is why my dad kind of shied away from this stuff’…the paperwork…the restrictions and everything.”

Every contractor wants to move into the biggest projects. But those contracts come with heavy restrictions and night work. Matt discusses how to pick a path that protects your family life.

🧠 THE HANDS-OFF METHOD [13:24]:

"I see employees doing things sometimes where it's like, I would have done that differently. And now I'm like, ‘Don't say anything. Just let them do it.’ It's not like it's not coming out right. It’s still good. But you can't micromanage.”

You cannot scale a company if you control every move. You must trust your operators to solve problems their own way. This shift is the only way to build a company that survives without you.

🛡️ THE REPUTATION TRAP [23:03]:

"When we work outside of our regular radius, it's like, you know, you’ve got a target on your back going out.”

The public eye adds a heavy layer of stress to every project. People are often just waiting for a mistake. Watch this part to learn how to manage the pressure when the world is watching your work.

00:00 - CONEXPO 2026 and PODCAST20

01:21 - The Fragility of Growth

03:38 - Scaling a Family Paving Business

05:31 - Finding the Right Company Size

08:17 - Hiring vs Retaining Crews

09:24 - Leading From the Jobsite

12:48 - Letting Go of Micromanagement

14:33 - Respect vs Likeability

17:53 - Creating Raised on Blacktop

21:14 - Managing Public Pressure

30:06 - Ops Before Social Media

35:06 - Redefining Success and Burnout

Hear more from Matt Stanley at the Building a Construction Brand Online: Tips from Top Content Creators education session at CONEXPO-CON/AGG 2026

🔗 CONNECT WITH MATT:

1. LinkedIn: https://www.linkedin.com/in/matt-stanley-738295183/
2. Instagram: https://www.instagram.com/raisedonblacktop/
3. Website:

Most construction business owners believe that doing quality work is the only marketing they need. The industry is shifting rapidly, and competitors now use digital tools to capture attention and market share before you even get a chance to bid. Marvin Joles explains why staying invisible is a risk you cannot afford to take in 2025.

You might worry that posting videos looks unprofessional or feels awkward to your peers. Silence and invisibility are far more dangerous to your long-term survival than a few early videos that lack polish. Marvin shares how he overcame the fear of judgment to build a brand that dominates his local market and secures his company's future.

Learn how visibility protects your business when Marvin reveals the harsh reality for contractors who refuse to adapt.

🔓 FEAR HACK [06:14]:

"My mentor told me, 'Keep them up there so you can see how far you've come.'"

See why your "cringy" early content is actually a valuable roadmap for your growth rather than a mistake to hide.

🤝 NETWORKING TRUTH [18:35]:

"We talk about work, the equipment and whatnot, maybe 20% of the time. But 80% of the time, we're talking about family."

Discover the real ROI of attending industry events like CONEXPO-CON/AGG and why relationships matter more than the equipment you buy.

⚔️ COMPETITIVE THREAT [29:54]:

"If you do not do this, a guy like me is going to come and pass you by."

Marvin explains why ignoring social media is no longer an option for generational businesses and how young talent can revitalize your marketing.

CHAPTERS:

00:00 – CONEXPO 2026 Kickoff and Discount Code: PODCAST20

01:12 – Marvin’s Path From Asphalt Contractor to Media Voice

03:51 – How Social Content Built a Thriving Asphalt Community

04:05 – Creating Transparent, Trust-Building Contractor Content

07:36 – Embracing Cringe and Evolving as a Creator

10:38 – How In the Mix Strengthened His Brand and Business

14:26 – Tech, AI, and Automation Transforming Asphalt Workflows

17:28 – The Rise of Creator Culture in the Trades

18:07 – Why Networking at CONEXPO Outweighs Everything Else

21:39 – What First-Time CONEXPO Attendees Don’t Realize

24:59 – Using AI to Plan the Perfect CONEXPO Experience

29:26 – The One Thing Asphalt Contractors Must Stop Doing

33:08 – Marvin’s Final Advice on Connection, Mentorship, and Growth

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 MARVIN JOLES:

• Website and Social Media: https://marvinjoles.com/

• Podcast: https://podcasts.apple.com/ca/podcast/in-the-mix-with-marvin-joles/id1822864102

#InTheMix #SocialMediaMarketing #CONEXPO2026

Scaling a family business usually requires preserving tradition and maintaining the status quo. But in a high-stakes, low-trust economy, clinging to the old ways of handshake deals and unchecked hours can destroy a company rather than save it. Taylor White sits down with his father, David, to reveal the hard truths about modernizing a legacy construction firm into an eight-figure powerhouse.

The conversation gets raw as they revisit the friction of transitioning from a local operation to a modern enterprise. David explains why the era of doing business on a handshake is dead and shares the brutal reality of why he let Taylor reach a breaking point before stepping in to help.

🎯 KEY EPISODE TAKEAWAYS:

📜 TRUST EVOLUTION [09:57]:

"I never had a signed contract up to like eight years ago... Your word was your word. Then it got to the point it was like, okay, your handshake is your... that's what seals the deal. But today, yeah, it's definitely different."

See why David finally agreed to rigid documentation to protect the company in a changing market.

🔥 NECESSARY FRICTION [25:01]:

"It's part of you being pushed to the limit that you step up, and it's like, ‘Okay, well, then show me what you can do”… If it was easy, that push wouldn't have happened."

David reveals why he allowed Taylor to struggle to the point of quitting, viewing it as an essential test of leadership rather than a failure of support.

🛑 THE FAMILY HIRING MANDATE [35:03]:

"Don't bring them into the business and think from day one they're going to be working for me... They’ve got to go work somewhere else first. By that time they'll know what it's like on the other side."

Watch as David breaks down the non-negotiable requirement for any family member joining the business.

CHAPTERS:

00:00 – CONEXPO-CON/AGG 2026 and Discount Code: PODCAST30

01:27 – Aggressive Leadership vs. Fear of Failure

03:51 – Generational Mindsets on Failure, Ego, and Risk

04:43 – Staying Profitable in a Recession Through Branding

06:03 – The One Lesson David Would Tell His Younger Self

07:02 – How Marketing Evolved From Yellow Pages to Social Media

08:54 – Why Documentation Protects Contractors Today

10:29 – Work Ethic Shifts: Old-School Grit vs. Modern Balance

15:50 – Scaling the Business Through Structure and Systems

17:54 – Navigating Conflict and Partnership in a Family Business

20:53 – The Hardest Moment Working Together and What It Taught Them

25:27 – How Family Values Shape Culture and Employee Support

27:30 – Blurred Lines Between Work and Family in a Family Business

30:34 – Defining Legacy in a Third-Generation Company

34:57 – Advice for Anyone Bringing Family Into Their Business

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

NEW at CONEXPO-CON/AGG! Hands-on maintenance training with industry-leading manufacturers, for those that want to:

✅ Reduce Downtime ✅Increase Equipment Reliability ✅Maximize ROI ✅Improve Efficiency

Learn more & register here, space is...

Are you playing it safe in your business? Taylor challenges the conventional wisdom of saying "no" to opportunities that seem too big or too risky, revealing the game-winning mindset that separates stagnant businesses from those experiencing explosive growth.

Many entrepreneurs believe caution is key, carefully avoiding projects that stretch their capabilities. But what if that hesitation is the very thing keeping you from your next breakthrough? Taylor breaks down a real-life case study where he took on a commercial job his team was completely unprepared for. The lessons learned from that single decision to say "yes" transformed his company's trajectory and can reshape your approach to risk and opportunity. Don't miss the powerful insights on how to push your team, build unwavering client trust, and master the art of being a leader who drives action.

⛔ THE COMFORT ZONE TRAP [01:40]:

"I had a friend… he's like, ‘I wouldn't go. I don't need to go. I don't see the value in going.’"

This common mindset of seeing opportunity as an obligation is a trap. Learn why turning down new experiences and connections out of comfort is the biggest risk you can take for your career growth.

🔑 THE DELEGATION DILEMMA [13:32]:

"Most importantly, I need to understand how the business makes money before I can delegate and hand it off."

This is the critical mistake entrepreneurs make when trying to scale. Before you hand off the reins, discover the one thing you must master to avoid losing control and profitability, a lesson Taylor learned the hard way.

⚡ THE RESPONSE HACK [15:50]:

"You know how many times answering an email late at night actually sped up a process?"

Struggling with project delays caused by slow responses? Taylor shares a counter-intuitive communication hack that gets you to the top of the inbox and accelerates your project timeline by working outside of normal hours.

00:00 - CONEXPO-CON/AGG 2026: Discount Code & Details

01:15 - The Success Mindset

02:28 - Case Study: The "Too Big" Commercial Job

05:06 - The Power of 'Yes'

07:52 - Dealing with ‘Slowness’

10:01 - Pushing Your Team

13:19 - Learning Important Business Lessons

15:30 - Finding People Who Drive Growth

16:33 - Client Trust: The Key to Construction Management

19:38 - The Utility Expo

20:17 - CONEXPO-CON/AGG 2026 Hype: Let's Connect in Vegas

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

#BusinessMindset #Construction #Entrepreneurship #Leadership

https://www.conexpoconagg.com/attend-the-show/registration-and-pricing?utm_source=audio&utm_medium=podcast&utm_campaign=podcast-30

Is the construction boom over? As the market tightens, new competitors are driving down prices, and cash flow is becoming a daily battle. For many owners, the strategies that created massive growth are now creating massive risk. But what if you could pivot your approach to not only protect your profits but also strengthen your company for the long term?

In this episode, Australian construction leader Jimmy Starbuck joins Taylor to pull back the curtain on the harsh realities of today's market. They reveal the critical mindset shifts and strategic pivots you must make in cash flow, team management, and personal leadership to navigate this downturn. This isn't just theory; it's a playbook forged from decades of experience scaling a company from one machine to an industry giant.

💸 THE HIDDEN CASH FLOW KILLER [23:20]:

"Why do some people not send their invoices? I had a...truck driver working for me for a month, he didn't invoice me once. We're calling him saying 'please invoice'...it's bad for us, too."

This is a critical lesson in cash flow liability. Letting invoicing slide doesn't just delay your pay; it creates a massive, unexpected financial hit that can cripple your business when it finally lands.

🧠 THE CONTRARIAN FINANCING STRATEGY [29:20]:

"I've gone over the years to the banks when I've been flying high and said, 'Listen, I need money.' And they're like, 'What do you need money for? You got plenty of money.' I'm like, 'Well, when I need it, you're not going to give it to me. So what can you give me now that I don't need?'"

This changes everything about how you should approach financing. Secure your lines of credit and capital when your business is strong, not when you're desperate. The bank wants to lend to winners.

🚀 THE 80% RULE FOR SCALING [46:44]:

"If I hire somebody and they can do my job 80% as good as I think that I can do it, I'm winning."

This is the single biggest mindset shift for an owner stuck in the operator trap. Letting go of perfection allows you to scale, focus on high-level strategy, and ultimately grow the business beyond what you could ever do alone.

00:00 - Introduction and CONEXPO-CON/AGG 2026

02:07 - Schedule Workouts Like Meetings to Stay Consistent

05:04 - Turn Slowdowns Into Brand Building (Podcasting & LinkedIn)

10:41 - Rates, Policy & Housing Headwinds Impacting Demand

13:14 - Structure Teams Beyond Friends-and-Family With Clear Roles

18:56 - Build Scalable Systems for Growth and Downturns

21:48 - Cash Is King: Invoice Fast, Follow Up Faster

26:31 - Finance Smart: Match Debt, Depreciation & Revenue (Keep a Credit Cushion)

33:17 - Win on Authentic Personal Brand vs. Flashy Edits

38:55 - Navigating Content Fatigue and Standing Out Online

46:14 - Leadership, Delegation & Building Scalable Culture

55:04 - CONEXPO-CON/AGG 2026

• Website: https://starbuckgroup.com.au/
• 
  
• Instagram: https://www.instagram.com/starbuckexcavation/
• 
  
• LinkedIn: https://www.linkedin.com/in/james-starbuck-13336546/

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