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Welcome to Strong Conversations hosted by Simpson Strong-Tie where we bring partners, colleagues, innovators and leaders together for insightful conversations. We dive into the subjects and issues that we all face — forging stronger connections and relationships along the way.
In this episode of Strong Conversations, Mike Ellerbrook, Executive Vice President of UFP Site Built, shares his 27-year journey from working in a plant at 18 to leading within a major building products company. The conversation dives into culture, multi-generational leadership, and what it really takes to stay relevant and win in a constantly evolving industry.
Key Takeaways:
– Why culture and having fun at work are essential to long-term success in the industry
– Leading across generations: adapting your style while staying authentic and consistent
– The importance of “dual learning” between experienced leaders and younger talent
– Setting a clear expectation to win—and tailoring how you coach individuals to get there
– Navigating post-COVID market shifts and resetting expectations for sustainable growth

We’ve been working with Jen Woodhouse for nearly a decade. Over those years she’s built projects as small as this modern dog house to others as large as a floating deck. In the last two years, she’s built a backyard Pergola, DIY’d a workbench in under two hours and even designed and built a fence with our free Fence Planner Software. Jen is a fantastic DIYer who is a dream to work with and who isn’t afraid to tackle even the largest projects that can bring a backyard to life.