Dirt Talk by BuildWitt

Episode 378: Marcus Sheridan w/ Question First

Date: October 2, 2025
Host: Aaron Witt
Guest: Marcus Sheridan

Episode Overview

This episode features a deep-dive conversation between BuildWitt founder Aaron Witt and renowned business leader, communicator, and author Marcus Sheridan. The discussion spans the critical importance of communication and leadership in the construction and trades industries, the paradigm shift enabled by AI, the demoralization and new opportunities within the trades, as well as practical frameworks for developing leaders who empower rather than dictate. Sheridan shares insights from his journey as a blue-collar entrepreneur to a sought-after speaker and coach and unpacks his "Question First" philosophy for transformative leadership.

Key Discussion Points & Insights

Entitlement & Generational Shifts in the Workforce

• Main Idea: The commonly held belief that the next generation is "entitled" is flipped on its head; many company leaders are the truly entitled ones for expecting a workforce to simply appear.
• Strategy: Use storytelling and “question-first” audience engagement to surface this truth and drive internal change.
• Quote:

  “The industry is calling the next generation entitled. But they're the ones sitting around thinking they're entitled to the next generation. It's like, wait a minute, you're the entitled one.”
  —Aaron Witt [00:00]

Raising the Stakes & Question-First Storytelling

• Engagement: Bringing audiences (or teams) into a conversation by asking questions, not just delivering answers.
• Paradigm: Leaders should learn to “raise the stakes” in their communication to captivate attention.
  • Example: Calling on the room for answers creates buy-in (reference to “Jamie in the audience” scenario).
• Marcus on Audience Involvement:

  “You don't have to be the deliverer of the message. You just have to ask the perfect question. And then the audience is like, ding, ding. These light bulbs come on.”
  —Marcus Sheridan [02:13]

Challenging vs. Convincing

• Aaron’s Reflection: Trying to “convince” people usually builds resistance—genuine change comes through “challenging” them with insightful questions that prompt self-realization.
• Tactic: Indirectly challenge beliefs to avoid defensive reactions.

Leadership Communication in the Dirt World

• Leadership Breakdown: Most leaders have never received proper training in communication or one-on-one interactions.
• Communication as the Core Skill: Sheridan emphasizes that the most important and overlooked leadership skill is communication.
  • Quote:

    “Everything starts and stops right there ... the number one factor that dictates average income in the world right now ... is your ability to communicate.”
    —Marcus Sheridan [09:38]

  • The industry underinvests in this versus sales or technical skill development.

The Flaw of "Instructor" and "Dictator" Leadership Modes

• Sheridan’s Leadership Types:
  1. Instructor: Cares, but just gives answers—no growth for the team member.
  2. Dictator: Directs with authority—stifles leadership and independence.
  3. Lawyer: Asks questions only for manipulation, not true discovery.
  4. Pathfinder: Guides others through questions, helping them realize their own solutions.
• Building Leaders, Not Dependence:

  “If you came to me and I immediately told you what to do, now I've taught you to do what. The next time you have a problem, what are you supposed to do next time?”
  —Marcus Sheridan [15:16]

• Phone Test: The best leaders are needed less day-to-day, because they build others' autonomy.

The Power of Purposeful Questions

• Coaching for Growth: Move conversations from problem-dwelling to solution-living by prompting teammates to figure it out themselves.
• Script:
  1. “If you were the CEO, what would you do?”
  2. If the person hesitates:
     • “I know you may not know, but if you had to choose, what would it be?”
  3. Follow up:
     • “Tell me more about that.”
• Goal: Make team members say, “I think I know what I should do,” rather than depend on the leader for answers.

Overriding Human Nature & Leadership Self-Worth

• Observation: The best leaders master overriding the default human impulse to feel special by being the “hero”.
• Self-worth: Many leaders derive their value from being needed as problem-solvers; overcoming this is crucial for healthy leadership.

  “You get to a point if you're special where you do not need to be the hero of your own story.”
  —Marcus Sheridan [33:33]

• Aaron’s experience: Found peace when shifting focus away from self, often aided by religion and perspective.

The Role of Media and Storytelling for the Trades

• Influencer vs. “Key Person of Influence”:
  • Influencer: Says, “Look at me!”
  • Key Person of Influence: Says, “Look at this!”
  • “Key Person” status is achieved by spotlighting others, not the self.

  “If you're listening and you're struggling between the two, just say, do I want to highlight other people?”
  —Marcus Sheridan [42:19]

• Changing the Narrative: Sheridan stresses the need for micro-influencers to tell authentic trade stories and build pride.

The Golden Age of Trades & Society’s Changing View

• Wage and Opportunity Trends:
  • Surge in job security, wages, and purpose in the trades as AI threat looms over white-collar jobs.
  • Example: Sheridan’s electrician son sees more new entrants, including those fleeing knowledge work.

  “We're getting ready to enter into a golden age for the trades. It's very exciting.”
  —Marcus Sheridan [46:01]

• Demoralization in Trades:
  • Years of being undervalued led to low morale on job sites. This can be reversed through better leadership and storytelling.

  “It's something worth celebrating. But we have to celebrate it, we have to talk about it.”
  —Aaron Witt [58:37]

AI, Technological Change, & the Human Element

• Sheridan’s AI Approach:
  • Take complex topics and make them simple—not aiming to “sound smart” but to build connection.
  • Avoid wild speculation; focus on your “circle of influence.”

  “What can make us most happy... is not when we look outside of our circle of influence, but... control what's inside of our circle.”
  —Marcus Sheridan [67:06]

• Abundance Mindset:
  • Sheridan celebrates his work being used to train AI—sees it as contribution, not theft.
  • Shuns hoarding IP; believes in the multiplication effect of knowledge and creativity.

The Future of Content Creation & Media

• Media Mindset:
  • Every construction, trades, or blue-collar company should act as if they are a media company, telling authentic stories to attract new hires and shape industry image.
  • The best content isn’t overly polished; organic, real stories perform best.

  “Oftentimes, the more polished a video is, the less views it gets.”
  —Marcus Sheridan [99:03]

• Personal Brand Evolution:
  • Aaron shifted from “expert” to “host/facilitator” on YouTube, just as Sheridan does in his fishing channel:

    “Now I am just the host ... the more I can bring people along, the better things do.”
    —Aaron Witt [102:34]

• Long-form Value:
  • Podcasting and YouTube are harder than they look but are powerful for those willing to be real and consistent.

Letting Go, Focusing on Zone of Genius, and Leadership Succession

• Delegation and Identity:
  • Both speakers highlight the importance of focusing on one’s “20%”—the unique skills driving biggest impact.
  • Willingness to step back from CEO roles to let the company or personal impact grow.

Question First Group & Tools for Teams

• Communication System:
  • Sheridan’s “Question First Group” offers a holistic system used for both sales and leadership, focused on building trust, autonomy, and real connection.

  “Great communication is great communication. It doesn’t change.”
  —Marcus Sheridan [117:51]

Notable Quotes & Memorable Moments

• [00:00] Aaron Witt: “The industry is calling the next generation entitled. But they're the ones sitting around thinking they're entitled to the next generation.”
• [02:13] Marcus Sheridan: “You just have to ask the perfect question. And then the audience is like, ding, ding. These light bulbs come on.”
• [09:38] Marcus Sheridan: “Everything starts and stops right there ... the number one factor that dictates average income in the world right now ... is your ability to communicate.”
• [15:16] Marcus Sheridan: “If you came to me and I immediately told you what to do, now I've taught you to do what ... the next time you have a problem, what are you supposed to do next time?”
• [33:33] Marcus Sheridan: “You get to a point if you're special where you do not need to be the hero of your own story.”
• [42:19] Marcus Sheridan: “If you're listening ... just say, do I want to highlight other people and shine that light on them or not?”
• [46:01] Marcus Sheridan: “We're getting ready to enter into a golden age for the trades. It's very exciting.”
• [67:06] Marcus Sheridan: “What can make us most happy... is not when we look outside of our circle of influence, but... control what's inside of our circle.”
• [99:03] Marcus Sheridan: “Oftentimes, the more polished a video is, the less views it gets.”
• [117:51] Marcus Sheridan: “Great communication is great communication. It doesn't change. The problem is if somebody really understands great sales communication but doesn't carry that over to the rest of their life, well, what have they really accomplished?”

Timestamps for Key Segments

| Time | Segment | |-----------|--------------------------------------------------------------| | 00:00–03:00 | The Generational Entitlement Debate | | 03:54–08:56 | Communicating as a Leader—Importance, Training, Failures | | 13:24–17:47 | Morning Huddles, Bill Walsh, Developing Future Leaders | | 19:43–28:36 | Pathfinder Leadership, Asking Transformative Questions | | 30:56–33:33 | Overriding Human Nature & Leadership Ego | | 42:06–44:09 | Influencers vs. Key Person of Influence; Brand Building | | 46:00–50:59 | Golden Age of Trades, Security & Purpose | | 57:19–61:42 | Demoralization in the Trades & Shifting the Story | | 64:04–69:22 | AI: Simplicity, Speculation, Circle of Influence | | 76:30–86:08 | Intellectual Property, Abundance vs. Scarcity, Energy Focus | | 97:41–106:24| Content Creation, YouTube Dynamics, Being a Host not Expert | | 109:30–114:59 | Focusing on Your Zone of Genius, Succession, Multiplying Impact | | 115:59–118:47 | Sheridan's “Question First Group”; Impactful Communication |

Takeaways & Reflection

• The future of the trades is bright, but success depends on leaders building culture through empowering communication, not top-down direction.
• The path to attractive and resilient organizations lies in developing Pathfinders—those who lead by questions, not by answers.
• AI is not the enemy for those skilled in communication and creativity—it is a force multiplier.
• Every organization and leader in the trades should become a media company, telling authentic stories to rewrite the narrative and attract talent.
• True leadership begins with self-knowledge, humility, and a commitment to elevating others.

For further resources or communication coaching, learn more at Question First Group.
Follow Aaron Witt and Marcus Sheridan for continued industry-leading insights on leadership, media, and the evolving Dirt World.