Margin Theory
Daniel McCaulley, P.E., is the founder of Ultimus Engineering, a faith-based Texas firm that does MEP, aquatics, and structural engineering work across 22 states. He retired his wife from her job and set a hard 5pm cutoff for his team. Two accidental $300 brokered jobs showed him where the demand was, and he pivoted the whole business around it. We talk about pricing on cash basis instead of accrual, turning down work to protect culture, and why a bad cultural hire will cost you more than the job you turned down.
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