How do you attract, retain, and actually connect with the next generation of workers in building materials? Beth sits down with Mike Ellerbrook, Senior Vice President of UFP Site-Built, to talk about what his team learned by going directly to Gen Z, why bridging the gap between tribal knowledge and tech-native skills is a two-way street, and how the launch of Frame Forward Systems turned a product rebrand into a real growth engine. Mike shares the internal playbook behind going all in on brand, the four pillars his sales team leans on, and why being interested might be the most underrated leadership move in the industry.