Most trades businesses don’t have a labor problem. 

They have a positioning problem. 

In this episode, Mika lays out why blue collar work lost status — and what it takes to bring it back: premium branding, professional culture, performance pay, and leaders with swagger. 

This is about more than hiring. 

It’s about rewriting what the trades represent. 

🔥 Standout quotes: 
• “People are attracted to people — not companies” 
• “You can’t fake pride” 
• “Commit… and if you think you’re committed, double down”