In the trades, it’s not the perks that define culture—it’s how your people show up when things get hard. On job sites, in tight deadlines, across five generations—real culture is built through clarity, trust, and showing up every day. And that doesn’t happen by accident.

Too often, trade businesses measure success in activity: 500 calls made, back-to-back shifts worked, 100 tasks checked off. But when output becomes the goal, people burn out, trust breaks down, and culture becomes just another line in the handbook.

In this episode of The People Strategy Podcast, Traci Austin talks with Paul McCarthy, business development leader at Hero Facility Services, about how to build a strong culture that actually supports your people, especially in field-based, fast-moving environments. Real culture gets built one deposit of trust at a time. Paul shares insights from decades of experience across operations, hospitality, and business development—plus a clear-eyed philosophy on what he calls the “psychology of the heart.”

They dig into how to know whether someone is truly aligned with the team, what to do when your gut says no but the resume says yes, and how to structure tough conversations that build—not break—relationships. This is an episode about seeing your people, naming your values, and leading with presence. In Paul’s words, it’s not just about the sale—it’s about changing one person’s life every day.

If you’re serious about growing your business and keeping good people, you’ll want to hear this.