In this conversation, Michael Fortenberry, CEO and co-founder of Protiv, shares his journey from a construction background to launching a tech solution tailored for the industry. He emphasizes the power of mentorship, the impact of a strong company culture, and the urgent need for innovation to tackle labor shortages and improve efficiency. Michael dives into the challenges of market research in construction, the emerging role of robotics, and why empowering employees and maintaining daily accountability can transform project outcomes.

• Michael’s roots in construction were shaped by his father’s influence.
  
  


• Mentorship is key to unlocking growth and leadership.
  
  


• A thriving company culture drives innovation and retention.
  
  


• Protiv was born to fix broken workflows in construction management.
  
  


• Good market research = knowing what field teams actually need.
  
  


• AI and robotics are redefining the future of construction.
  
  


• Solving the labor shortage requires both tech and people-first thinking.
  
  


• Empowered employees = productive, loyal teams.
  
  


• Daily accountability is a simple yet powerful performance driver.
  
  


• Industry events remain goldmines for relationship-building and marketing.
  
  

00:00 Introduction to Michael Fortenberry and His Journey

02:14 Mentorship and Lifelong Learning

05:03 Building People, Not Just Structures

05:57 The Birth of Protiv and Its Challenges

10:18 Market Research and Validation in Construction

12:38 The Future of Technology in Construction

15:22 Addressing Labor Shortages with Robotics

18:31 Company Culture and Employee Empowerment

21:11 Innovations in Incentive Management

25:03 The Importance of Daily Accountability

27:01 Marketing Strategies for Construction Tech

30:39 Rapid Fire Round and Personal Insights

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