Dirt Talk by BuildWitt: Episode 336 - Energizing America with Ryan Lucas

Release Date: May 8, 2025

In Episode 336 of Dirt Talk by BuildWitt, host Aaron engages in a deep and insightful conversation with guest Ryan Lucas. The episode delves into various facets of the power line industry, emphasizing the integration of content creation, the importance of effective communication, mental health, and the critical role of infrastructure workers. Below is a comprehensive summary capturing the key discussions, insights, and conclusions from their dialogue.

1. Integrating Content Creation with Power Line Operations

Ryan Lucas initiates the conversation by envisioning the inception of a power line company that prioritizes content creation from the onset.

Ryan Lucas [00:13]: "If I could start a power line company, the very first crew I would hire would be a content crew."

Aaron acknowledges the trend, highlighting that many civil companies are already embedding content creators into their teams.

Aaron [00:24]: "It's already happening... they're hiring full-time videographers."

The discussion underscores the symbiotic relationship between operational work and media presence, suggesting that embedding content creators can enhance visibility and engagement.

2. Overcoming Challenges in Social Media Adoption

Ryan shares his experience of trying to convince a construction company to embrace social media, emphasizing the initial resistance faced.

Ryan [01:32]: "I spent a lot of time just beating my head against the wall, just trying to convince, convince, convince."

Aaron relates by sharing his own struggles, illustrating the difficulties in persuading leadership to invest in social media and content creation.

This segment highlights the hesitation within traditional industries to adopt modern communication platforms and the persistence required to drive change.

3. The Power and Potential of Niche Podcasts

Ryan discusses the landscape of podcasts in 2019, noting the relatively low saturation compared to today.

Ryan [02:14]: "In 2019 too, there was like, what, 750,000 global podcasts... it's pretty small market."

Aaron points out that catering to a specific audience can establish one as a leading voice within that niche.

Aaron [02:28]: "But it doesn't have to be... It can start one block after the next."

The conversation emphasizes the effectiveness of targeted content in building a dedicated and engaged audience.

4. Striving for High-Quality Content and Storytelling

Ryan articulates his ambition to produce mainstream, high-quality visual content that tells compelling stories about the construction and mining industries.

Ryan [04:15]: "I want to be mainstream... focused wholly on the story."

He discusses his approach to simplifying complex infrastructure projects to make them accessible to a broader audience.

Ryan [05:01]: "The better story we can tell, the better off we are."

Aaron commends Ryan's efforts, reinforcing the value of well-crafted storytelling in technical fields.

5. Encouraging Content Creation Within the Trades

The dialogue shifts to the influence of Ryan's content on others within the industry.

Aaron [06:53]: "I have looked up to you and your content since the beginning."

Ryan encourages more workers in construction and related trades to engage in content creation, emphasizing the need for diverse voices and perspectives.

Ryan [07:29]: "We need more elevating to that level in this world because we need more people doing this."

This segment underscores the importance of representation and sharing authentic experiences within the trades.

6. Leadership's Role in Boosting Industry Communication

Ryan highlights the necessity of leadership actively participating in social media and content creation to foster better communication within the industry.

Ryan [08:32]: "We need more leaders within the industry. Talking about the industry, 100%."

He shares an example of Joe Hendricks, CEO of CSX, effectively engaging with employees and the public through social media.

Ryan [10:52]: "Joe Hendricks... he's doing it so well."

Aaron emphasizes the impact of executives being accessible and supportive online, facilitating a stronger connection with frontline workers.

7. Authentic Conversations and Developing Communication Skills

The conversation delves into the significance of genuine dialogues in podcasts, moving beyond superficial interactions often seen in corporate-dominated content.

Ryan [14:36]: "You can pull on the threads that mean something... you get the truth out of them."

Ryan discusses how podcasting has improved his communication skills, which in turn enhances his leadership abilities.

Ryan [16:43]: "Communication. Being able to talk, being able to write. It is more valuable than anything else I've done."

This segment highlights the personal growth that comes from facilitating in-depth and meaningful conversations.

8. Mental Health Awareness in the Trades

A substantial portion of the episode focuses on the mental health challenges faced by workers in the construction and power line industries.

Ryan shares a poignant story of Noah, a veteran who found solace and purpose through listening to the podcast, ultimately transitioning into a rewarding career in the trades.

Ryan [41:38]: "Noah... he found your podcasts... I was like, okay."

Aaron and Ryan discuss the critical need for addressing mental health, not just physical safety, within the industry.

Ryan [62:10]: "Mental health is something we all have and we can all work on every single day."

They emphasize the importance of creating safe spaces for workers to discuss mental health openly and provide actionable tools for improvement.

9. The International Lineman's Rodeo: Celebrating the Trade

Aaron introduces the International Lineman's Rodeo, an annual event that celebrates and recognizes the skills and dedication of linemen.

Aaron [69:40]: "It's the largest in the world of its kind. Thousands of people show up to this. It's giant."

The event features competitive events like speed climbing and rescue simulations, alongside family-oriented activities and industry expos.

Ryan praises the rodeo for providing much-needed recognition and fostering camaraderie within the trade.

Ryan [75:23]: "It gives an opportunity for your families to come out and participate and see what you do."

This section underscores the importance of recognizing and celebrating the vital work performed by infrastructure workers.

10. The Demands and Professionalism of Line Work

The dialogue shifts to the technical and demanding nature of line work, highlighting the professionalism and dedication required.

Ryan [86:25]: "You work with high voltage electricity... it's as safe as crossing the road."

Ryan describes the rigorous training involved in practices like energized bare-hand work, accentuating the blend of skill and physical endurance necessary for the job.

Aaron expresses immense respect for linemen, likening their expertise to a form of modern-day witchcraft.

Aaron [90:12]: "They are professionals... they've honed over tens of thousands of hours."

This segment highlights the intricate balance between technical proficiency and the inherent risks of the trade.

11. Training, Apprenticeships, and Industry Consolidation

Ryan discusses Quanta Services' approach to training and apprenticeship, emphasizing their investment in centralized education through institutions like Lazy Q.

Ryan [98:31]: "Quanta has recognized and invested in training their employees to be the best in the world at this craft."

Aaron echoes the sentiment, advocating for standardized and high-quality training across the industry to meet the growing demand for infrastructure work.

Aaron [99:53]: "Go to the field level workers and say what do you need more of. Most of the time they say I need more training."

They discuss the challenges of aligning training programs across decentralized companies and the benefits of unified training initiatives.

12. Conclusion: Empowering the Future of the Trades

In the closing moments, Aaron provides information on how listeners can access the Powerline Podcast and encourages engagement.

Aaron [101:13]: "It's Powerline podcast on everything that you can find on Spotify, Apple, YouTube... @Powerline podcast on all socials."

Ryan and Aaron reiterate the podcast's mission to represent and elevate the trades, addressing both technical aspects and personal well-being.

Ryan [102:24]: "It's applicable to anybody, not even just in the trades, but in general."

The episode concludes with mutual appreciation, emphasizing the vital role of infrastructure workers and the importance of authentic communication within the industry.

Key Takeaways:

• Content Integration: Embedding content creators within power line companies can enhance industry visibility and engagement.

• Authenticity in Communication: Genuine and in-depth conversations are more effective in building trust and conveying complex topics.

• Mental Health Focus: Addressing mental health is as crucial as physical safety in the trades, necessitating open discussions and accessible resources.

• Recognition and Celebration: Events like the International Lineman's Rodeo play a significant role in honoring the dedication and skills of infrastructure workers.

• Comprehensive Training: Investing in centralized and high-quality training programs is essential to meet the growing demands of the infrastructure sector.

For those interested in the intersection of infrastructure work, content creation, and industry leadership, this episode offers valuable insights and actionable strategies.