Three Articles. One Message: Why Construction Is Finally Talking About Culture
By Jennifer Baez, Ph.D.
For years, the construction industry has been known for building incredible things — bridges, hospitals, schools, roads, and skylines.
But recently, I've noticed something else being built.
A conversation.
Not about concrete or steel.
About culture.
Over the past few months, I read three different articles in Industry Impact magazine from three different leaders. Each approached culture from a different perspective, yet together they painted a remarkably consistent picture of where our industry is headed.
The words were different.
The message was the same.
Culture isn't an initiative.
It's infrastructure.
It's craftsmanship.
It's leadership.
And it's becoming one of the greatest competitive advantages a construction company can have.
Culture Is Accountability
In her President's Perspective, Rita Brown reminds us that culture is built through what leaders tolerate, reward, and choose to ignore.
That statement struck me because it shifts culture away from posters and mission statements and into everyday leadership decisions.
Culture isn't what organizations say they value.
It's what employees experience every day.
Culture Is Crafted
In Building More Than Structures, Vicki O'Leary expands that idea by introducing the concept of CRAFTing Culture.
She reminds us that construction has always been about craftsmanship — not only in the structures we build, but in the environments we create for the people building them.
Her article emphasizes mentorship, accountability, respect, and intentionally developing the next generation of leaders.
Again, culture isn't accidental.
It's built.
Culture Is Infrastructure
Then, in Culture as Infrastructure, Patti Digh takes the conversation one step further.
She argues that culture should be viewed as organizational infrastructure — not decorative trim.
Just as companies invest in equipment, technology, and safety systems, they must also invest in the systems that shape how people work together.
She connects culture directly to safety, innovation, retention, client relationships, and leadership.
In other words:
Culture isn't soft.
It's operational.
(You can read the full issue of Industry Impact magazine, including all three articles referenced here, here.)
The Hidden 90%
As I read these three articles, I realized they were all pointing toward something I've spent years studying.
What if the greatest leadership challenges aren't actually the visible ones?
What if communication problems...
Turnover...
Resistance to change...
Accountability...
Safety...
and engagement...
are simply the visible portion of something much larger?
That's the idea behind The Hidden 90 Method™.
Like an iceberg, organizations often focus on what they can see above the surface:
Communication
Productivity
Accountability
Performance
Engagement
Safety
These are the metrics we measure.
The behaviors we discuss.
The outcomes we try to improve.
But beneath the surface are the forces that actually produce those outcomes.
Trust.
Relationships.
Psychological safety.
Identity.
Beliefs.
Values.
Assumptions.
Unwritten rules.
These invisible elements shape every conversation, every decision, and every interaction that ultimately becomes the culture of an organization.
Culture Doesn't Start With Behavior
One of the greatest misconceptions in leadership is that changing behavior changes culture.
Sometimes it does.
But more often, behavior is simply a reflection of deeper cultural conditions.
Employees don't hesitate to speak up because they lack courage.
Sometimes they hesitate because they don't feel safe.
Teams don't struggle with communication because they don't know how to communicate.
Sometimes they struggle because trust has never been intentionally built.
People don't leave organizations over a single conversation.
They leave because of the cumulative experience of culture.
That's why lasting organizational change requires leaders to look beneath the surface.
The Next Evolution of Leadership
Reading these articles gave me hope.
Not because they all agreed on every point.
But because they reflect something important.
Construction is no longer talking only about what we build.
We're talking about how we lead the people who build it.
That conversation matters.
Because the strongest structures are built above the ground.
But the strongest organizations are built beneath the surface.
Lead Beyond What Others See.
At The 90% Leader, we believe that what matters most is beneath the surface.
When leaders understand the hidden cultural forces shaping their organizations, they don't just improve communication or engagement.
They build workplaces where people trust one another, grow together, and perform at their highest potential.
Because leadership isn't just about what people see.
It's about understanding the 90% they don't.
