People, Process, And Purpose In A Tech-Shifting Industry: Rick Cross, Account Executive at Paradigm

Fresh off the GlassBuild floor, we dig into the real story behind AI, sales momentum, and the future of windows, doors, and glass. Industry veteran Rick Cross, Account Executive at Paradigm, joins us to separate signal from noise, arguing that the biggest wins don’t come from shiny tools, but from teams that trust each other and processes built to carry weight. We explore how to turn traditional knowledge into systems, reduce error at the edges, and unlock self-serve quoting that speeds deals without sacrificing accuracy.Rick’s “hull speed” analogy anchors the conversation: like a boat, every business has a sustainable pace. Push faster than your structure allows and you don’t grow, you break. We talk through how to design for the speed you want, from clean data and clear roles to measured implementation and empathetic selling. You’ll hear how to read timing in complex deals, when to ease off and when to nudge, and why steady progress beats short-term sprints that burn trust.We also look ahead at talent and training. With a generation of industry pillars nearing retirement and AI changing workflows, the opportunity is wide open for students, tradespeople, and technologists to build meaningful careers. Associations like WDMA and NGA can bridge the gap with seminars, school outreach, and content that shows how fenestration fuels safer, more affordable homes. To close, Rick shares practical ways to reset a slump: step away, take a break, or help someone else, so you return focused and effective.Topics we cover:• Tech fear reframed through the tractor analogy• AI used to capture tribal knowledge and cut errors• People and process as the real leverage, not tools• Trust, clear paths, and win-win as project accelerants• Software reducing friction and enabling self-serve quotes• Patience in sales cycles and timing the push• "Hull speed" as a guide for sustainable growth• Habits for breaking slumps and sharpening skills• Recruiting next-gen talent via schools and mediaBuild Authority. Gain Visibility. Drive Growth.You do great work. The right people should know it.Grit Blueprint helps building industry companies and leaders build authority, increase visibility, earn trust, and turn that trust into revenue.📅 Book a Strategy CallReady to become more visible, more trusted, and easier to choose?https://meetings-na2.hubspot.com/stefanie-couch📧 Join the NewsletterGet practical strategies and tools to build your authority, grow your visibility, and strengthen your business.https://421r60.share-na2.hsforms.com/2RMwQMXe2QLyk3sl9dv2gXQ🎥 Watch More Grit BlueprintSubscribe for honest conversations and growth strategies for the building industry.https://www.youtube.com/@stefaniecouch🚀 About Stefanie CouchStefanie Couch is the founder of Grit Blueprint and a third-generation building industry professional.Grit Blueprint helps manufacturers, distributors, dealers, service providers, and industry leaders build authority, grow visibility, and become unmistakable in their market.🔗Learn more: https://gritblueprint.comInstagram: @StefanieCouchOfficialLinkedIn: Stefanie Couch