In episode 158, Tom and T.J. McNulty of Hingham Lumber Company in Cohasset, MA join the show. Tom and T.J. are the second and third generation father and son team leading Hingham as it strives daily to be The Better Builder's Yard.

In this episode, Part I of Bradley Hartmann's conversation with the pair, they discuss the early insights that led to Hingham's focus on customer intimacy—the willingness to invest vast amounts of time to build relationships and truly understand their customers, builders building high-end homes south of Boston on the coast. This focus on customer intimacy involves tradeoffs, but establishes brand loyalty and earns higher profits.

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