From Tech Startup to Owner in Construction

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/ Support Titans of the Trades: If you found this episode insightful, please subscribe, share, and leave a review for Titans of the Trades. Your support goes a long way in helping us bring more impactful discussions your way.