How do you build a culture where innovation thrives instead of being feared?

Recorded live at Autodesk University in Nashville, this conversation with Cliff Cole, Director of Virtual Design and Construction at The PENTA Building Group, dives into what it really takes to embed innovation into the DNA of a construction company. Cliff shares how storytelling, timing, and empathy create trust and drive adoption—turning change management into a shared mission instead of a mandate.

Cliff Cole is the Director of Virtual Design and Construction at The PENTA Building Group, a Las Vegas–based general contractor known for projects across healthcare, education, gaming, and tribal sectors. With over two decades in the industry, Cliff has built a reputation for fostering innovation through empathy, collaboration, and storytelling. He’s a passionate advocate for redefining construction’s culture—helping teams see that every challenge is an opportunity to innovate, communicate, and grow.

Innovation in construction isn’t just about adopting new tools—it’s about creating a culture where people feel empowered to solve problems creatively. Every project brings unknowns, and teams already innovate daily to adapt and deliver. Recognizing that mindset helps shift the narrative: construction is, at its core, an innovative industry.

Problem-solving alone isn’t enough—innovation needs to be communicated. Too often, teams do the hard work but don’t showcase how it’s transforming outcomes. Building the muscle of storytelling, meeting people where they are, and delivering the right message at the right time is what turns technical solutions into cultural movements.

Rolling out new technology or processes requires more than good ideas—it requires timing, trust, and empathy. People resist change not because they can’t use technology, but because they need to see the value in their own context. Walking in their shoes, asking the right questions, and introducing solutions at the right moment makes adoption stick.

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