Dirt Talk by BuildWitt

Episode 368: Dan Garcia w/ CW Matthews

Date: August 28, 2025
Host: Aaron Witt
Guest: Matt Burton (President/CEO, CW Matthews)

Episode Overview

In this episode, Aaron Witt sits down with Matt Burton of CW Matthews, one of Georgia’s leading road contractors, for an expansive conversation about leadership, communication, industry culture, workforce development, technology, and legacy within the construction industry. The discussion highlights CW Matthews’ approach to training future leaders, tackling billion-dollar infrastructure projects, adapting to technological change, and intentionally building a values-driven culture.

Key Discussion Points & Insights

1. The Power of Communication in Leadership

• Transparent Communication:
  Matt and Aaron agree that genuine, unscripted communication is more effective and builds trust within a company—especially in uncertain times or industry downturns.

  • Aaron (03:54): “I think that's why the podcast format is so popular now... if you try to craft the perfect message, then it does the opposite because it's not genuine.”
  • Matt (04:33): “Let's just be upfront with our people and in everything we do. And, yeah, they might not take the news well, but at least you can look at yourself in the mirror.”

• Leadership Involvement in Internal Communication:
  Involving company leaders in direct messaging is crucial for fostering trust and culture.

  • Aaron (02:26): “I think it's essential for you to be involved in it. Whoever is leading the organization has to be involved.”
  • Matt (03:05): “For me, it's kind of a turn the phone off... just have an awesome conversation with one of your teammates.”

2. Developing Future Leaders

• Advanced Leadership Program:
  CW Matthews has implemented an innovative leadership development program targeting upcoming executives and managers.

  • Includes book studies, cross-functional project teams, 360-feedback, exposure to external industries (e.g., visiting Chick-fil-A HQ), and peer coaching.
  • Selection is via application; only 20 were chosen from 63 applicants to ensure quality engagement.
  • Matt (12:39): “A lot of, you know, kind of digging in into who you are as a person. Maybe some things that you got to work on…”

• Succession & Family Involvement:
  CW Matthews is now in its fourth generation, balancing a tradition of family participation with professional management and leadership recruitment.

  • Matt (19:03): “We have one family member in the [leadership program] group. But there's 19 others that are not.”

3. Managing Mega Projects—Risks and Realities

• Georgia’s Largest Road Job:
  CW Matthews is leading a $1.4 billion road project—the largest in its history and, briefly, in the state.

  • Project complexity includes design-build-finance structure, tight risk management, and close partnership with GDOT.

• Public Perception and Project Delivery:
  There’s a significant disconnect between the public’s understanding of construction risks/rewards and the realities contractors face.

  • Aaron (37:52): “I love looking at comments. I think comments are very telling… People are very jaded post 2020.”
  • Matt (39:05): “The Matthews family is putting a lot on the table to go do this job… the margins are not what you would think for that kind of risk.”

• Need for Owner-Contractor Partnership:
  Success in mega projects increasingly relies on effective communication and true partnership with public agencies—an area where U.S. practices can learn from Europe and beyond.

  • Matt (43:40): “If you can be on the same page as a DOT in the good times… or when there are issues, you’re dealing with them together…”

• Common Failure Patterns:
  Referencing the book How Big Things Get Done, Aaron and Matt discuss how mega projects often fail due to lack of truth-telling and reluctance to acknowledge problems early.

4. Workforce Development & High School Recruitment

• Tackling the Labor Shortage:

  • Ongoing success hiring straight out of high school; nearly 200 high school students hired to date.
  • CW Matthews actively invests in two full-time high school recruiters and coordinates with 25+ Georgia schools with construction programs.
  • Matt (63:28): “In total, we're probably close to 200. Wow... The 22 that just came on this summer full time.”

• Changing the Narrative:

  • Emphasizes not sugarcoating the realities of the industry (long hours, hard work), but highlighting tangible success stories and rapid advancement.
  • Matt (61:45): “We're all given different gifts. And there's plenty of people that, you know, the trades are where their gifts are.”
  • Matt (65:18): “Why wouldn't you guys be working harder than ever to ensure the future is good to go?”
  • Investing in new generations isn’t optional: “If we're not developing, then we're going to die.” (68:02)

• Retention & Mentorship:

  • Cross-generational mentorship and pride in legacy are key to both retention and knowledge transfer.
  • Foremen and veterans are encouraged to invest in young recruits, which is paying dividends in culture and performance.
  • Matt (76:48): “What they're gonna remember is the impact you had in those young people... they're forming these relationships. They go [to] the kids' graduations…”

5. Technology, Automation, and the Role of People

• Adoption with Caution:

  • CW Matthews is experimenting with autonomous equipment (e.g., rollers) but continues to bet heavily on people.
  • Technology augments, rather than replaces, human labor—workers often move to higher-impact roles.
  • Matt (88:33): “We're making a huge bet on people and I will continue to do that.”

• Where Automation Fits:

  • Autonomous technology is useful in repetitive and safe contexts, but construction’s complexity and variability keep skilled people indispensable.
  • Aaron (91:25): “I've seen the world's finest autonomous equipment... There's still a lot of people... maintaining everything.”

6. Values, Faith, and Company Culture

• Faith and Values as Culture Drivers:
  • CW Matthews openly incorporates Christian values in its operations—unique among large companies for their openness about hiring a company pastor and encouraging prayer among crews.
  • Matt (105:44): “The foundation and the Christian values have been there all along, but it’s not always been talked about until... the past five or six years.”
  • It’s not about proselytizing, but about support, care, and accountability.
  • Matt (112:05): “It's not just about words. It's about the actions... It even puts more pressure on the whole team.”

Notable Quotes & Memorable Moments

• "[If] you try to craft the perfect message, then it does the opposite because it's not genuine."
  — Aaron (03:54)

• "You insert yourself and then you leave. Thankfully, we don't have that. So, you know, those that are in the business are fully involved..."
  — Matt (21:40)

• "If you can be on the same page as a DOT in the good times on the project, or when there's issues and you're dealing with them together instead of pointing fingers, then the project's going to be more successful." — Matt (43:40)

• "You can't solve the problem until you acknowledge the problem. But it's so human nature... to dance around it."
  — Aaron (47:17)

• “We're sort of continuing to focus on that, focusing that. And at one time, you know, it was like five or six schools. Now that’s up to 25. And man, it’s an amazing program.”
  — Matt (59:12)

• “Bringing in high school students is not just about numbers. It's about how many are still there. And how many are moving up the ranks to be the Future Foreman, Superintendents, VPs…”
  — Matt (72:47)

• “What a shame if that's what's happening, and it does happen. But, yeah, if you can... look at all these people that I brought with me and that are now successful... What a great legacy you can leave behind.”
  — Matt (78:29)

• “I think there’s a strong desire for what the construction industry offers. It allows you to create every day... This is a whole world and business dedicated to creation that benefits everybody.”
  — Aaron (98:05, 99:36)

• “Man, what we do is just amazing. It’s building, it’s just changing lives... what we're doing is impactful.”
  — Matt (101:22)

• “It's not always been the case. The foundation and the Christian values have been there all along, but it's not always been talked about until the past... five or six years, really.”
  — Matt (105:28)

Important Timestamps

• Communication & Podcasting Culture: 00:00–07:00
• Leadership & Internal Transparency: 03:54, 06:28
• Advanced Leadership Program Details: 10:21–17:20
• Multi-Generational, Family Business Issues: 18:59–22:15
• Mega Project (Billion Dollar Job): 27:01–40:00
• Public Perception & Project Delivery: 37:23–44:23
• Workforce & High School Recruitment: 59:12–67:40
• Mentoring & Legacy: 76:48–79:40
• Technology, Automation, & Labor: 88:33–96:40
• Faith and Values: 104:30–112:24

Summary & Takeaways

• Human-focused Leadership: CW Matthews and Matt Burton exemplify the importance of authentic communication and investing in people at every level—from leadership to frontline workers.
• Workforce Innovation: Their high school recruiting and internal advancement programs are models for tackling workforce shortages and ensuring longevity.
• Operational Excellence: Regardless of project size—from $20 million to $1.4 billion—the fundamentals of building partnerships, managing risk, and sustaining a values-driven culture remain paramount.
• Values as Culture: Openness about faith and values, along with a deep respect for legacy and mentorship, create a virtuous cycle of loyalty and pride—setting an example for the wider industry.
• Adaptation, Not Automation: CW Matthews sees technology as a complement to, rather than a replacement for, human ingenuity and effort.

This episode is a must-listen for anyone seeking to understand leadership, culture, and the evolving challenges of the construction world from the inside out.