In this conversation, Michael Fortenberry, CEO and co-founder of Protiv, shares his journey from a construction background to launching a tech solution tailored for the industry. He emphasizes the power of mentorship, the impact of a strong company culture, and the urgent need for innovation to tackle labor shortages and improve efficiency. Michael dives into the challenges of market research in construction, the emerging role of robotics, and why empowering employees and maintaining daily accountability can transform project outcomes.   Takeaways Michael’s roots in construction were shaped by his father’s influence. Mentorship is key to unlocking growth and leadership. A thriving company culture drives innovation and retention. Protiv was born to fix broken workflows in construction management. Good market research = knowing what field teams actually need. AI and robotics are redefining the future of construction. Solving the labor shortage requires both tech and people-first thinking. Empowered employees = productive, loyal teams. Daily accountability is a simple yet powerful performance driver. Industry events remain goldmines for relationship-building and marketing.   Chapters 00:00 Introduction to Michael Fortenberry and His Journey 02:14 Mentorship and Lifelong Learning 05:03 Building People, Not Just Structures 05:57 The Birth of Protiv and Its Challenges 10:18 Market Research and Validation in Construction 12:38 The Future of Technology in Construction 15:22 Addressing Labor Shortages with Robotics 18:31 Company Culture and Employee Empowerment 21:11 Innovations in Incentive Management 25:03 The Importance of Daily Accountability 27:01 Marketing Strategies for Construction Tech 30:39 Rapid Fire Round and Personal Insights   📩 Don’t miss future episodes. Subscribe to the AEC Tech + AI Newsletter: https://aiaecdigest.substack.com/