In a recent episode of the Snoball Effect podcast, Jorrel Patterson, CEO of Demand Construction, shared insights that resonate deeply with business leaders across industries. From his early lessons in quality to his approach to building strong teams and his commitment to customer-centric growth, Jorrel’s story is a masterclass in strategic leadership.
Key Takeaways
- Quality and Focus: Jorrel believes that quality should be the cornerstone of any business, but he has observed that many companies neglect the actual product quality, which leads to their downfall.
- A Strong Team: He has also learned that building a team of professionals who share the company's vision and standards is essential for navigating industry challenges and sustaining long-term growth.
- Customer Experience: Jorrel discussed the impact of prioritizing the homeowner's experience in the solar industry, noting that every stakeholder's satisfaction stems from a happy customer.
The Importance of Quality and Focus
Jorrel Patterson’s journey with Demand Construction began with a critical observation: too many companies focus on sales and marketing at the expense of quality. “I found that every time we would push on the business development aspect of one of these companies, there seemed to be an upper bound,” Jorrel recalled. This realization led him to a pivotal decision — to place quality at the forefront of his business strategy. Instead of casting a wide net, Demand Construction zeroed in on delivering the best possible construction outcomes, even if it meant saying no to seemingly attractive opportunities.
This focus on quality wasn’t just a business strategy; it was a fundamental shift in how Demand Construction approached the market. Jorrel shared, “The right answer is really focusing on the things that matter and saying no too, regardless of how attractive a product, a service, or a partner may be.” This disciplined approach allowed Demand Construction to stand out in a crowded field where many competitors were more interested in volume than excellence.
But Jorrel didn’t come to this realization overnight. He likened his experience to a child learning that a stove is hot. “There’s two types of knowing,” he explained. “If you tell a kid, ‘Hey, that stove’s hot,’ the kid knows the stove’s hot. When the kid touches it, the kid knows the stove is hot.” For Jorrel, it wasn’t until he experienced the consequences of overextending his business that he truly understood the value of saying no and focusing on quality.
Pro Tip:
Saying no to distractions and focusing on quality over quantity can be the key to unlocking sustainable growth and standing out in a crowded market.
This commitment to quality has paid off. By concentrating on what they do best — delivering high-quality construction and solar — Demand Construction has been able to achieve rapid growth while maintaining the integrity of their work.
The Power of a Strong Team
Another cornerstone of Jorrel’s success is his belief in the power of a strong, cohesive team. From the early days of Demand Construction, Jorrel understood that assembling the right people was crucial to navigating the challenges of the construction and solar industries. “Having the right team is everything,” he stated emphatically. This philosophy is rooted in the classic advice to “hire slow, fire fast,” which Jorrel embraced as a guiding principle.
Jorrel’s approach to building his team was not just about filling roles but about finding individuals who shared his commitment to quality and excellence. “The lesson I learned was casting a wide net and focusing on a lot because you want to do a lot is not the right answer,” he emphasized. Instead, Jorrel focused on building a team that could deliver consistently high results, even if it meant taking longer to find the right people.
Jorrel Patterson
CEO @ Demand Construction
"Having the right team is everything... Ending up with the right team has allowed us to really navigate whatever these industries throw at us."
This careful selection process paid off, allowing Demand Construction to weather industry storms and regulatory changes with a strong, united front. Jorrel noted, “Ending up with the right team has allowed us to really navigate whatever these industries throw at us, regardless of what legislation passed or what things happen in this industry.” This resilience is a testament to the importance of having a team that not only understands the company’s goals but is also equipped to achieve them.
Customer Experience and Word of Mouth Marketing
Jorrel’s success also revolves around the power of a human-centered approach to customer experience, which naturally leads to effective word of mouth marketing. In the construction and solar industries, Jorrel observed that many companies fail to understand who their customers really are. “There is no scenario in that four-cornered cube of customers, where you can make everyone happy, but the homeowner,” he reasoned. For Demand Construction, this realization has shaped their entire approach to business, ensuring that the homeowner’s experience is always the priority.
This focus on the customer experience is not just a nice-to-have; it’s a strategic imperative. Jorrel pointed out, “Focusing on this has allowed us to really focus on the homeowner experience and work backward to what the product and the service and the operation should actually be.” By prioritizing the needs and satisfaction of the homeowner, Demand Construction ensures that every other stakeholder in the process — whether it’s a sales rep, a dealer, or a partner — benefits from a smooth and successful project.
Jorrel also drew an interesting parallel between the solar industry and the early days of hip-hop, noting that both industries relied heavily on word of mouth to build momentum. “Solar is hip hop in the late seventies,” he quipped, pointing out that traditional marketing methods often fall flat in this space. Instead, Jorrel highlighted the importance of intentional strategies to foster word of mouth marketing, such as collecting and promoting customer testimonials, hosting community events, and leveraging social media.
Want to take your word of mouth marketing efforts to the next level? Let Snoball help! Schedule a demo to see what Snoball can do for your business.
Schedule DemoOne of the most powerful opportunities to create a positive customer experience, Jorrel argued, is when something goes wrong. “The best time to create a good experience is when something bad happens,” he said. By quickly addressing and resolving issues, Demand Construction turns potential negatives into strong positives, often leaving customers more satisfied than if nothing had gone wrong in the first place. This proactive approach not only enhances the customer experience but also fuels word of mouth marketing, as happy customers are more likely to share their positive experiences with others.
Start, Try, Ask
Jorrel Patterson’s journey to success is as much about personal growth as it is about business strategy. At the beginning of this episode, he mentioned that one of his greatest life adventures has been hiking the Pacific Crest Trail. This experience taught him the value of perseverance and self-reflection, lessons that have clearly influenced his leadership style. Spending months walking from Mexico to Canada, Jorrel discovered that the journey itself is where the most profound insights are gained. He learned that, like on the trail, in business, it’s essential to adapt, keep moving forward, and stay focused on the goal, no matter how challenging the path may be.
These experiences have shaped his life motto: start, try, ask. Jorrel believes that starting any endeavor puts you ahead of those who never begin, trying your best sets you apart from those who hesitate, and asking for help or opportunities opens doors that might otherwise remain closed. This simple yet powerful approach has driven Jorrel’s success and is a reminder that with the right mindset and determination, you can navigate even the most daunting challenges, whether in life or in business.
