Another day, another digital deep-dive—and another reminder that building anything meaningful in 2024 is equal parts people, technology, and patience.
Let’s start with the big two lessons from today.
1. You Can’t Force Growth on People Who Don’t Want It
We’re in the middle of expanding. Fast. Our construction company is on track to double this year, and that means we need to elevate people, redistribute responsibility, and stop bottlenecking everything through me.
Sounds easy, right?
Except it turns out that not everyone wants to grow. Not everyone wants more responsibility, even if they’re perfectly suited for it. Some team members I thought were obvious fits for leadership? Not interested. Others? Still not ready.
And that’s the gut-punch. Because as an owner, you want to build careers, not just fill roles. You want people to stay. To grow. To win. But you can’t force it.
So now, we’re looking outside the company for support in areas where I hoped we could promote from within—like finance and operations. And that’s okay. Disappointing? Sure. But necessary. The business has to come first.
2. I Used AI to Review My Website and Create Content—and It Was Wildly Effective
I’ve been using AI to do things that, a few years ago, would’ve required full-time hires:
- Scanning thousands of construction websites weekly
- Detecting changes
- Matching companies with workers based on site quality and user scores
But this week? I leveled it up.
I asked ChatGPT (deep research mode) to audit the OndeWork website. Then I fed that review to Google’s NotebookLM, gave it character instructions, and had two AI agents record a podcast-style discussion critiquing the site.
Then I chopped the audio into bite-sized clips using Opus Clip and pushed it out on social media.
I literally had a machine:
- Review my business
- Create a script
- Voice it
- Slice it for content
And it wasn’t garbage. It was good. Like, good enough to use publicly. Good enough to test for real traffic.
This is what I mean when I say I’d rather use AI creatively than hire recklessly. I’m still learning, still testing, but the bar is now permanently raised. AI isn't replacing good marketers—it's just replacing mediocre ones.
The Real Goal: Predictable Traffic
Before I take OndeWork fully into the U.S. market (even though we're already incorporated there), I want one thing first: predictable, scalable, up-and-to-the-right traffic.
Not viral spikes.
Not fluff.
Just consistent web traffic that shows our value proposition is resonating.
Once I have that, I’ll relaunch the additional services we previously paused—job matching, labor booking, career path upgrades—because this time, the market is ready.
Watch on YouTube