] Jan raises the question of how leaders can reshape the way society sees dignity and value in all kinds of work. Ken points out that nearly half of the 167 million fully employed Americans still work with their hands, a reminder that blue collar work remains essential. [04:59] Ken highlights that blue collar workers often have more control over what they produce, which gives them a direct connection to their work. He describes the "stand back moment" — a sense of pride in creating something tangible, a feeling that's often missing in office jobs. [07:35] Reflecting on 38 years in business, Ken shares how his company grew from 6 to over 200 people. He talks about building a culture that made "ditch digging cool" before workplace culture was even a buzzword — hiring not just for the hours on the job but for the full person behind the role. [11:33] Ken talks about assigning someone the role of "Chief Culture Officer" or "Chief Cool Officer" to keep the company environment engaging. They swapped the word "goals" for "time pathways" and made personal milestones visible, so people feel invested in their work and each other. [14:08] Ken notes how side gigs have become more common. With tools like social media and mobile banking, many are turning hobbies — like making epoxy river tables into thriving weekend businesses selling for thousands. [16:00 Ken says his definition of success has shifted. What matters most now is time having the freedom to step back, see the big picture, and choose how to engage with his businesses. [17:15] One hard-earned lesson for Ken: drop the ego. He realized building a company isn't about being the hero, it's about finding people with entrepreneurial spirit and letting them lead because sometimes they'll take it even further than he could alone. [19:15] Ken shares how he communicates financial responsibility by focusing on ROI instead of just dollars. He encourages department heads to think like owners by sharing profits from new revenue or cost savings creating buy-in from top to bottom. [23:49] When teaching ROI, Ken keeps it simple. He gives team leads a whiteboard and makes them subtract expenses manually — like balancing a checkbook — so they understand how their actions impact profits they can share in. [25:52] Ken encourages young people to ask "why" before choosing college or a trade. He suggests drawing a picture of their ideal life — the home, lifestyle, hobbies — then working backwards from that to choose a path. The key isn't what you do, but what you do with it. [30:23] Ken shares two defining moments: one, realizing he could earn income even when not physically present on a job site; and two, working for someone who lived and thought on a massive scale. Both experiences showed him the power of big thinking and building something bigger than himself. [36:56] To close, Ken encourages people to block out the noise of expectations. Everyone knows what they truly want deep down. The key is to put that vision in front of you, let it guide you, and go live the life you actually want. [39:03] And remember..."The ultimate value of life depends upon awareness and the power of contemplation rather than upon mere survival." — Aristotle Quotable Quotes "Almost half the people in the United States are in some form of working with their hands to create, fix, repair, build something." "When you hire somebody, it used to be that you hired the eight hours that they were alive and working. Well, you better now know what that something else is." "When you have corporate goals that are on the same track and same speed as personal goals of the people within it, that's where this amazing synergy happens." "Time is probably your most valuable asset that you're ever going to own." "Did I open this company for it to run me or for me to run it?" "You're going to find out that their seedlings might even be higher than yours. You might be your own self limiter." "I don't necessarily think it's as important what you do for a living as it is what you do with what you do for a living." "You really need to stop listening to all the noise of societal expectations and even what other people think you should do." These are the books mentioned in this episode Resources Mentioned The Leadership Podcast | theleadershippodcast.com Sponsored by | www.darley.com Rafti Advisors. LLC | www.raftiadvisors.com Self-Reliant Leadership. LLC | selfreliantleadership.com Ken Rusk Website | http://kenrusk.com Comfort Peace and Freedom Foundation | www.veteransuccess.org Ken Rusk X | @KenRuskOfficial Ken Rusk Facebook | www.facebook.com/KenRuskOfficial Ken Rusk LinkedIn | www.linkedin.com/in/ken-rusk-2656a7175 Ken Rusk Instagram | @kenruskofficial