Why "Good at Tile" Isn't Enough to Survive | Woody Sanders | Ep 22

Welcome back to the Cutting Edge Install Podcast — brought to you by Omni Cubed, where innovation meets installation and everything in between. In this episode, host Merv Campbell sits down with Woody Sanders, owner of DW Sanders Tile & Stone Contracting in Marietta, Georgia, whose career in the industry spans over four decades. From starting as a teenage tile setter to leading a thriving contracting business, Woody shares hard-earned lessons on craftsmanship, leadership, and what it really takes to build a sustainable company in the trades The conversation dives deep into the transition from being a hands-on craftsman to becoming a true business owner — and why so many contractors struggle to make that shift. Woody opens up about early mistakes, the wake-up calls that forced change, and how mentorship, financial discipline, and community shaped his long-term success. Throughout the episode, Woody emphasizes a people-first approach — from investing in employees and prioritizing safety, to building trust within the industry and giving back through organizations like the NTCA. In this episode, you’ll hear them dive into: The difference between being a contractor and running a real business Why knowing your numbers is critical to survival and growth Lessons learned from bad hires, setbacks, and industry challenges The power of mentorship and learning from others in the trade Why organic growth beats forced scaling every time How to build a culture that values people, safety, and craftsmanship The importance of industry relationships and contractor networking Long-term thinking, financial discipline, and planning for the future Woody shares a grounded, no-nonsense perspective on the trades — one rooted in experience, humility, and a commitment to doing things the right way. He provides valuable insights for contractors looking to grow, young tradespeople entering the industry, and anyone trying to build something that lasts. Honest, practical, and deeply insightful, this episode is a must-listen for installers, contractors, business owners, and anyone serious about mastering both the craft and the business behind it. Learn more about Omni Cubed: https://omnicubed.com/ Learn more about DW Sanders Tile & Stone Contracting, Inc.: https://dwstile.com/ Chapters (00:00:02) - Cutting Edge Install Podcast(00:00:43) - Woody Sanders Tile and Stone Contracting(00:06:49) - Former Tile Contractor on Reevaluating His Processes(00:12:12) - Teile Tile Contractor: The Need for Skill(00:15:47) - Sliding on a slab is a skill required(00:17:12) - What Keeps You Stuck in the Tile Industry?(00:22:33) - Leading Contractors: The Backstabbing(00:27:19) - Do You Need AI in Your Marketing?(00:29:02) - Continued growth within the company(00:33:34) - In the Elevator With AI(00:34:22) - Structural Engineers on the Residential Market(00:36:48) - Beyond QuickBooks: Accounting Lessons(00:40:07) - Being a Sole proprietor: Predictability(00:41:51) - Mentors of the 1980s(00:44:54) - Teaching the Basics of Tile(00:48:48) - Contractor Tip of the Day: Don't Ask the Design Team(00:50:34) - Teacher Interview(00:53:18) - What is the NTCA and its value to tile installers(00:56:43) - President of the Tile Installers Association offers advice(01:00:29) - NTCA President on Member dues(01:03:31) - Tremors: An Investment in Equipment(01:07:14) - Nimble Workers: The Need to Shift Gears(01:08:59) - The Indian doctor who cured cancer(01:09:23) - NTCA Tiling Association Membership(01:12:54) - Cutting Edge Installations