What does it take to turn a century-old family trade business into a modern, people-first brand? In this episode of Bridging the Gap, Todd Weyandt sits down with Christene Marie, founder of The Knowing Group, host of the Craft & Calling Podcast, and fourth-generation leader in her family’s 100+ year business. Christene shares her journey of balancing legacy with innovation, why authentic communication is the ultimate business advantage, and how bravery fuels personal and professional transformation. From branding Amazon to scaling her family’s company, she reveals how principles, values, and storytelling can shape a great legacy in construction. Tune in for a conversation that blends wisdom, legacy, and modern insights on building a construction career that lasts. 🎯 Key Takeaways: Why practices only work when they align with principles The role of bravery in communication, leadership, and innovation How family values can strengthen client relationships and business growth Why people still want to do business with people—even in a digital-first world Christene Marie, a thought leader in empathy-driven branding and measurement marketing strategies, is the CEO and Founder of The Knowing Group. In addition to managing The Knowing Group, the parent company to The Knowing Agency, Christene is a Partner in the family business, Hoffman Painting & Finishing, which celebrated 100 years in 2022. Christene’s vision is to power executives, teams, organizations, and communities with the knowing necessary to position their selves authentically and connect with their intended audience in empathy to drive greater impact. TODD TAKES Align Practice with Principle At the end of the day, it’s not just about what you do but why you do it. If your practices don’t line up with your core principles, your brand will come across as forced and inauthentic. Make sure every digital touchpoint reinforces the values you want people to experience when they interact with you or your company. Everyone Is a Brand Ambassador In today’s world, every person on your team is part of your company’s digital presence—whether you like it or not. Rather than resist it, lean into it. Be intentional about the value you’re adding, and embrace the fact that your people are the best storytellers for your brand. Authenticity and relatability from real humans always outperform polished corporate messaging. Be Brave Enough to Tell Your Story Sharing online feels uncomfortable at first—but bravery and consistency build the muscle. Bring your audience along on your journey, own the awkwardness, and keep showing up honestly. Relatability, not emotional manipulation, is what resonates. The more you share authentically, the more momentum you build—for yourself, your team, and the next generation who needs to see what construction really looks like today.   Chapters 00:00 Introduction to Christine Marie and Her Legacy 06:48 The Importance of Family Values in Business 11:36 Building Authentic Connections in a Digital World 17:13 The Power of Personal Branding and Storytelling 20:35 Embracing Authenticity in Storytelling 23:28 The Power of Vulnerability and Legacy 26:04 Building Community Through Social Media 28:50 Challenging Vanity Metrics in Content Creation 33:02 Modeling the Future and Innovation in Construction MORE RESOURCES Thanks for listening! Please be sure to leave a rating and/or review and follow up our social accounts. Bridging the Gap Website Bridging the Gap LinkedIn Bridging the Gap Instagram Bridging the Gap YouTube Todd’s LinkedIn   Thank you to our sponsors! Graitec North America Graitec North America LinkedIn   Other Relevant Links: Christene’s LinkedInThe Knowing Agency