The Return on Goodwill in the Construction Industry

What does empathy have to do with asphalt paving? At first glance, not much. The construction industry is often associated with toughness, grit, and resilience. But during a live podcast conversation at NAPA’s Annual Meeting, keynote speaker and author Sam Demma challenged that assumption and offered a compelling perspective on leadership, workforce development, and the long-term impact of small, consistent actions.

Sam shares his unexpected journey from a high school volunteer initiative to becoming a sought-after motivational speaker, offering profound insights into how professionals can unload the metaphorical backpack of expectations and self-doubt to lead more effectively. We also discuss the challenges of workforce development and how the asphalt pavement industry can effectively engage the next generation by leveraging the power of storytelling and understanding the desires of Gen Z.

Here’s a sneak peek into this week’s conversation but be sure to tune in to the full episode for all the insights. You can listen wherever you get your podcasts.

R: You do a lot of speaking to students, and yesterday you were in two different high schools talking to students and encouraging them. Where do you think you have the most impact? There were numerous people at this meeting today whom you touched and encouraged, but it is a very different audience than the one at the high school.

SD: What is interesting about telling a story or performing in any capacity is that you have no idea how what you are sharing is connecting dots in somebody else’s mind. I spoke for a private school a few months ago, and we did an evening event for parents. One gentleman approached me after the speech and said he had been forcing his son down a pathway he wanted him to pursue, but he was going home that night to tell his son that he was proud of him no matter what he chooses to do in the future.

Maybe there was a person in this crowd today who has a young kid in university or college and, seeing that I took a unique path, thought they should support their own kids in pursuing what brings them fulfillment. My own limiting belief tells me that I make the biggest contribution with young people, but I do not want to discount the fact that all stories can connect with all ages. I have to get over that limiting thought in my own head as I continue to grow, but I am still drawn to young people in education.

Q: One of the workshops today was about recruiting and retaining the next generation. Since you spend a lot of time with Gen Z at the high school level, how can the industry effectively get in front of them?

SD: You are competing with the short clips they watch on their phones all day. If you want to capture their attention, you have to tell well-written stories. I lead from a lens of entertainment, not just education. It is also important to ask them questions to figure out what their desires are and see if we can position these roles in a way where their goals fit inside the career. My mentor, Dan Martell, said that if your vision is big enough that your staff’s dreams fit inside of it, you will have an ever-expanding team. Showing them how a career in paving can lead them to their goals would be very helpful.

Season 10 of Pave It Black is sponsored by FleetWatcher by AlignOps.