The success of a roofing company depends less on the roofs themselves and more on the people behind them. You don’t build long-term growth by focusing only on the work, you build it by investing in the people who do it. It’s a realization that’s come from doing the work and learning along the way.

In battle, culture could mean life or death. In business, it often determines whether a company survives or scales. But the truth is, whether you’re on a flight line in the Middle East or a roof in Cape Coral, the culture you create is far more powerful than the rules you write.

As someone who has served in the United States Air Force, I’ve seen both sides: elite teams built on trust, and dysfunctional teams built on fear. The difference isn’t compliance. It’s culture.

Make no mistake about the following:

Culture is not compliance. It’s not your handbook, your safety manual, or your HR poster. Culture is how your people feel about showing up.

The Illusion of Control: Why Rules Alone Don’t Work

Many roofing companies try to manage their team through rules. More rules. Stricter rules.

Better rules. But what I’ve learned is that compliance doesn’t inspire performance. It might produce obedience, but it doesn’t produce loyalty, initiative, or growth.

Yes, rules matter. Safety protocols, checklists, SOPs, we need those. But when leadership uses rules instead of relationships, it can create a fear-based culture. People don’t think, they comply. They don’t own outcomes, they protect themselves.

This is how you get: Crews who hide mistakes until they snowball; office staff who “cover their a**” instead of solve problems. Foremen who enforce rules but never inspire growth.

You might hit short-term metrics, but long-term? You bleed out trust. And trust is your lifeblood.

What Trust Really Looks Like

Trust isn’t built in all-hands meetings or company slogans. Trust is built one decision at a time, by leaders who consistently show up the right way.

As a RAVEN in the USAF, we were tasked to protect high-risk air missions in some of the most dangerous environments on Earth. Rest assured, we didn’t trust our teammates because of their rank. We trusted them because we had seen them make hard calls under pressure. We knew they’d cover their area of observation. We knew they’d speak up when necessary.

In roofing, it’s not so different. Your crews don’t trust you because you’re the boss. They trust you when:

• You walk the talk, even when it’s inconvenient.
• You call out poor behavior from top performers, not just rookies. 
• You admit your own mistakes.
• You protect them when customers get aggressive or unfair.

Trust is a pattern of leadership behavior. It can’t be demanded, it has to be earned.

Vulnerability Is a Leadership Skill

Brené Brown, researcher and author of Daring Greatly, put it best: “Vulnerability is not weakness. It’s the courage to show up when you can’t control the outcome.”

This is where a lot of roofing leaders get stuck. We think we have to be the strongest person in the room. Always in control. Always right. But that’s not leadership. That’s armor.

Real leadership is sitting down with a foreman and saying: “I messed up the job schedule last week. That’s on me and I’ve put a system in place so it won’t happen again.”

Or telling a new crew member: “I don’t expect you to know everything. But I do expect you to speak up when you need help or something doesn’t look right on the job.”

When leaders model vulnerability, they create psychological safety, a culture where people feel safe to speak up, ask questions, challenge the process, and admit when something isn’t working.

That’s not weakness. That’s how teams win.

Consistency: The Culture Multiplier

You can’t build trust with words and break it with behavior.

One of the quickest ways to lose a team is inconsistency. When leadership is unpredictable and the rules change based on who’s involved, when discipline is uneven, or when decisions feel political, people will disengage.

What You Tolerate Becomes Your True Policy

If one crew gets away with sloppiness and another gets written up, don’t expect either to care about doing the right thing. They’ll just focus on staying out of trouble.

At Roman Roofing, we train our leaders from project coordinators to supervisors to be consistent with:

• Follow-through: Do what you say you’re going to do.
• Feedback: Don’t wait for a blow-up. Give small corrections early and often. 
• Standards: Uphold the same expectations for every crew, every time.

Consistency isn't sexy. But it’s the secret sauce behind our culture.

Why Culture Drives Retention and Performance

In the trades, we talk a lot about the labor shortage. How it’s hard to find good people. How no one wants to work.

But here’s what I believe: People don’t leave companies. They leave culture.

They leave leaders who:

• Don’t listen.
• Don’t develop them.
• Don’t live by the same rules they enforce.

And they stay for:

• Purpose and belonging.
• Recognition and growth.
• Leadership that sees their potential.

A strong culture reduces turnover, increases referrals, and creates crews who perform even when no one’s watching. That’s worth more than any marketing campaign or bonus program.

From Compliance to Commitment

When culture is healthy, compliance becomes natural. People don’t follow the rules because they’re afraid of getting written up. They follow the rules because they care about the team, the customer, and the mission.

That’s the difference between checking a box and building a brand.

At Roman Roofing, we’re not perfect. We make mistakes. We drop the ball. But we’ve committed to showing up with ownership, empathy, and clarity. This commitment has shaped a culture we’re proud of.

We don’t need to scare our team into compliance. We build trust so they commit to something bigger than themselves.

That’s the difference between managing people… and leading them.