The First Shift

Episode 25: Adam Schaffer - Why the "Safe Job" is Actually Killing Your Business (And How to Burn the Boats)

In Episode 25 of Built on Blues, host Graeme Bryks sits down with Adam Schaffer, a man who took the ultimate war path to entrepreneurial success. Adam started as a humble sales rep in Saskatchewan with nothing but seven color samples, no brochures, and an unwavering belief in a revolutionary building product: Vipeq Thermal Cork Shield. Today, he owns the distribution rights for North America, the Caribbean, and South America. Adam shares the gritty, unfiltered reality of what it takes to build an empire—including surviving hostile takeovers, fighting off cease and desist letters, and legally forcing out bad partners to protect the product he loves. If you think cork belongs only in wine bottles, Adam is here to drop a masterclass on the science of building envelopes. He explains why this sustainable, negative-carbon-footprint material is the "product of the century". From its natural resistance to mold and fire to its unmatched breathability and flexibility, Adam breaks down why cork spray is the ultimate solution for retrofitting old homes and saving condo boards millions in maintenance costs. Beyond the product, Adam delivers hard-hitting advice on sales, networking, and the harsh realities of entrepreneurship. He explains why your "safe job" is actually holding you back, why you need to surround yourself with people who talk about investments instead of sports, and why the best way to get a lead is to stop being afraid of asking your friends and family. Finally, we discuss how Adam is cautiously leveraging AI to automate his lead generation, scraping contact lists in 10 seconds to find the best stucco and paint companies in new territories. If you need a dose of raw, unapologetic motivation, this episode is exactly what you are looking for. Spotify Chapters 00:00 Introduction: From Saskatchewan sales rep to controlling the map. 01:33 The early days: No brochures, no branding, just pure product passion. 04:19 The sales equation: Why passion + product knowledge equals success. 08:06 The anti-franchise model: How the Vipeq Certified Installer Network operates. 10:09 Hostile takeovers and cease and desists: Fighting for the product you love. 16:25 Why "luck" is a myth and how to create your own opportunities. 22:43 Burning the boats: Why your safety net is killing your business. 28:16 The 5 Millionaires Rule: Why you need to upgrade your peer group immediately. 34:04 The ugly truth about networking: Stop being afraid to sell to friends and family. 42:10 The science of Thermal Cork Shield: Fire retardant, breathable, and mold-resistant. 51:56 The harvest process: Why cork is a sustainable, negative-carbon-footprint product. 01:05:14 Leveraging AI: Scraping leads and automating emails to scale distribution. 01:11:47 Radical transparency: Why telling the truth makes you more money in the long run. 01:16:37 The 2030 Vision: Building an army of entrepreneurs and expanding globally. 01:20:32 Where to find Adam Schaffer and Vipeq Canada. Connect with Adam Schaffer & Vipeq Canada Website: vipeq.ca Email: adam@vipeq.ca

Episode 24: Daniel LeSieur - The Walmart Way: Why a Fortune 1 Exec Traded Billion-Dollar Supply Chains for Custom Homes

In Episode 24 of Built on Blues, host Graeme Bryks sits down with Daniel LeSieur, a man who traded the high-stakes world of Fortune 1 logistics for the deeply personal business of custom home building. After a 20-year career at Walmart—managing billion-dollar supply chains and building the Walmart marketplace—Daniel could have easily taken a quiet board seat. Instead, he founded Walk Your Plans NWA, a studio that projects residential floor plans at a 1:1 scale, allowing homeowners to physically walk through their future homes before a single drop of concrete is poured. Daniel shares the surprisingly seamless transition from global enterprise software to small business entrepreneurship. We discuss the science behind "walking your plans" and how seeing a layout at scale solves the most common homeowner regrets—like a kitchen oven door blocking the dishwasher or a hallway that feels too much like a maze. He also reveals his tech stack, detailing why he chose Zoho as his all-in-one CRM to manage leads and social media across his multiple ventures. Beyond construction, Daniel opens up about a deeply personal project: Family Journal. Inspired by his wife's battle with pancreatic cancer, he is developing a secure, digital platform to capture and preserve family stories, voices, and legacies for future generations. Finally, Daniel leaves startup founders with two invaluable lessons from his time at Walmart: the importance of a zero-based budget and the power of an "always" commitment to the customer. Whether you are building a custom home or a tech startup, this episode is packed with operational wisdom. Spotify Chapters 00:00 Introduction: From Walmart supply chains to Walk Your Plans NWA. 02:20 The transition: Moving from global logistics to intimate, emotional home building. 04:53 The joy of the business: Listening to homeowners and becoming part of their story. 06:16 The science of Walk Your Plans: Why you need to feel the space at a 1:1 scale. 07:41 The biggest homeowner regret: Kitchen layout and appliance flow. 10:46 Intake and marketing: Using social media, word of mouth, and the Architectural Designs partnership. 12:20 The Tech Stack: Why Zoho is the ultimate all-in-one CRM for managing multiple businesses. 15:06 Full Sail PMC: Bringing enterprise problem-solving to startups and taking smaller bites of the elephant. 17:11 Family Journal: Turning a personal tragedy into a mission to preserve family legacies. 21:13 The Magic Wand: Closing the sales cycle gap between planning and permitting. 24:09 The Walmart Lesson: Zero-based budgeting and the "Always" commitment to the customer. 26:53 Where to find Daniel LeSieur and Walk Your Plans NWA. Connect with Daniel LeSieur Consulting (Full Sail PMC): https://www.fullsailpmc.com Walk Your Plans NWA: https://www.walkyourplansnwa.com

Episode 23: Carl Nelson - Why the "Design-Build" Model is Broken (And How to Fix It)

In Episode 23 of Built on Blues, host Graeme Bryks sits down with Carl Nelson, founder of Visual PNW. Carl’s journey in construction started at age 14, physically framing houses with his father and grandfather. After a stint in the Army and a decade in residential design, Carl transitioned into the corporate commercial world, spending years executing high-efficiency, massive-scale rollouts for giants like Starbucks and McDonald's. Now, he’s taking the rigorous, standardized systems he learned in the corporate boardroom and applying them to the notoriously chaotic and uneducated world of custom residential design. Carl opens up about his "fuck you" moment—the mounting frustrations of trying to instill change in an industry comfortable with doing things the old, inefficient way. We dive deep into why the current "design-build" model is broken, specifically the messy handoffs between designers, builders, and suppliers that frequently derail projects. Carl also breaks down the critical importance of feasibility studies, explaining why homeowners need to stop obsessing over Pinterest photos and start understanding zoning, setbacks, and true project costs. Looking at the future of construction, Carl shares his unfiltered thoughts on Artificial Intelligence. While he uses AI to automate client education and proposal generation, he explains why meaningful, industry-wide AI integration will take a long time due to the fragmented nature of local permitting and individual builder processes. Finally, Carl gives invaluable advice to any homeowner terrified of getting ripped off: go read a book, understand the different types of general contractors, and do your homework before making that first call. Spotify Chapters 00:00 Introduction: Bringing corporate efficiency to residential design. 01:15 Framing at 14: Learning the reality of construction before becoming an architect. 02:04 The Starbucks and McDonald's masterclass in process and scale. 03:36 The tipping point: Leaving the corporate world to fix the broken residential market. 08:13 The most skipped step: Why you can't just build a Pinterest photo. 12:23 Defining "Custom": The disconnect between homeowners and builders. 15:21 Educating the client and using AI to automate project communication. 17:27 Why AI won't solve the housing crisis overnight. 18:27 The broken "design-build" model and the messy handoffs of construction materials. 21:16 The Magic Wand: Navigating the nightmare of city permitting and supplier handoffs. 24:11 How to avoid getting ripped off: Understanding the different types of general contractors. 27:27 Where to find Carl Nelson and Visual PNW. Connect with Carl Nelson & Visual PNW Website: https://visualpnw.com LinkedIn: Search for "Carl Nelson" to connect directly.

Episode 22: Keegan Burke - From Shoveling Mud to COO: How GFI is Polishing the Future of Construction

In this episode of Built on Blues, host Graeme Bryks sits down with Keegan Burke, the VP and COO of Ground Floor Industries (GFI Inc.). Keegan didn't start his career in the corner office; he earned his respect in the trenches, digging foundations and working 14-hour days in the grueling waterproofing industry before transitioning to concrete. We discuss what it actually takes to scale a family business from small-scale jobs to massive commercial projects like Amazon fulfillment centers, high-rises, and automated warehouses. Keegan pulls back the curtain on the science behind super-flat floors, explaining how laser-guided equipment and cementitious self-leveling toppings are used to meet razor-thin, micro-millimeter tolerances. We also dive into the daily chaos of dispatching, where concrete doesn't wait for anyone, and how his team navigates unpredictable weather and strict 11 PM noise bylaws in Toronto. Looking toward 2026 and 2027, Keegan shares his insights on market trends. With a noticeable slowdown in the Canadian high-rise sector due to build costs and foreign investment taxes, GFI is doubling down on the booming architectural polished concrete market, currently tackling a massive 600,000-square-foot project. Finally, we tackle the reality of AI in the trades. While Keegan uses tools like ChatGPT for meeting notes, he explains why the physical nature of construction means GFI is waiting for the perfect fit before overhauling their logistics. Whether you're pouring a driveway or managing a massive commercial crew, this episode is packed with gritty, real-world leadership advice. Spotify Chapters 00:00 Introduction to Keegan Burke and GFI Inc. 01:09 Earning respect: From shoveling mud in waterproofing to 14-hour concrete pours. 03:29 Scaling up: Taking small-business quality to massive commercial jobs. 05:09 The science of super-flat floors: Lasers, self-leveling toppings, and micro-millimeter tolerances. 07:22 Managing the chaos: Unpredictable weather, late deliveries, and Toronto noise bylaws. 10:16 AI in construction: Why GFI is waiting for the right logistical tools. 13:19 Using AI personally for meeting notes and summaries. 14:58 Market trends: The explosion of polished concrete and the Canadian high-rise slowdown. 16:59 Forecasting the economy through 12 to 14-month project pre-planning. 18:48 The Magic Wand: Why crew motivation is the biggest bottleneck in a people business. 21:38 Advice for young tradesmen: Mastering your trade and finding efficiencies to stand out. 22:52 How to connect with GFI Inc. Connect with Keegan Burke & GFI Inc. To connect with Keegan Burke and his team for your next commercial flooring project, you can search for Ground Floor Industries Inc. on Google. You can reach out directly via email at estimating@gfiinc.ca, or check out their extensive portfolio and follow their work on Instagram at @groundfloorindustries.

Episode 21: Jeremy Herider - "What Are You Going to Do About It?" – The $20 Batting Tee That Built a Real Estate Empire

In Episode 20 of Built on Blues, host Graeme Bryks sits down with Jeremy Herider, a former professional baseball player turned real estate mogul, coach, and tech founder. Jeremy’s incredible story starts with a devastating moment at thirteen years old when his coach told him he "wasn't good enough" to make the all-star team. Instead of letting it break him, his mother asked a question that changed his life forever: "What are you going to do about it?". That defining question sparked a five-year obsession with a twenty-dollar batting tee and a sharpie calendar that eventually took him to Division 1 college baseball and the professional leagues. Jeremy opens up about the crippling identity crisis he faced after leaving sports and how he transitioned his elite work ethic into building a massive real estate business, and eventually launching Harvist, a software company designed for real estate agents. During the episode, we discuss the danger of having an ego in business, why you should always strive to be the dumbest person in the room, and the profound life lesson he learned from his eleven-year-old daughter about being one hundred percent present. We also dive into Jeremy's non-negotiable physical standards—like his morning Himalayan salt, lemon, and sauna routine—and why he believes physical discipline unleashes mental clarity. Finally, Jeremy shares the emotional story of a young man named Nick who made him realize that sharing our struggles can literally save lives, fueling his lifelong obsession with "the ripple effect". If you have ever felt overwhelmed, lost, or told you weren't good enough, this episode will teach you how to grab your magic wand and take the first step forward. Spotify Chapters00:00 Introduction to Jeremy Herider and the power of the ripple effect. 01:38 The pizza party heartbreak and being told "you're not good enough" at 13. 06:05 The $20 batting tee and the five-year calendar streak that led to pro baseball. 11:53 Transitioning from sports to business and surviving the 2007 market crash. 14:15 The grocery store encounter, overcoming an identity crisis, and feeling like a fraud. 23:56 The abundance mindset and why you actually need competitors to push you. 32:41 Why "goals" should be called "destinations" and how to properly set them. 35:36 The 100% Rule and a wake-up call from his 11-year-old daughter about being present. 38:50 Checking your ego and why great leaders hire people smarter than them. 52:00 The physical standard: Himalayan salt, saunas, and why the physical unlocks the mental. 01:10:23 The interaction with Nick and the true meaning of the ripple effect. 01:18:31 The magic wand technique to defeat overwhelm and take action today. 01:23:14 Where to find Harvist and connect with Jeremy. Connect with Jeremy HeriderTo learn more about Jeremy's software platform, visit Harvist.com. If you want to connect with Jeremy directly, ask business questions, or inquire about his private coaching, you can send him a direct message on Instagram or Facebook at his personal handle @BaseBrawl.