Our guest today is Todd Miller — co-owner of Isaiah Industries and a true pioneer in residential metal roofing. Over the last 35+ years, Todd’s helped grow the market share of metal roofs in North America from just 2% to over 15%. He’s shaped not only a business, but an entire industry. In this episode, we dive into the evolution of Isaiah Industries, what it really takes to scale a product-based business, how contractors can train better sales teams, and why knowing your numbers is the most underrated growth lever.  Plus: the future of AI in construction, the death of insurance-based roofing, and how to build a brand that makes people trust you before they even know your name. Show Notes: (0:00) Intro to Todd Miller(1:05) From fast food chains to nationwide residential(5:10) What makes metal roofing a “make market” opportunity(8:45) How to train contractors to sell, not just install(13:30) Going direct to consumer — and what they learned(18:00) Why virtual sales calls actually work(22:25) Scaling secrets: know your chicken sandwich(26:40) Should contractors niche down or stay flexible?(30:20) Personal brand vs company brand(34:55) The power of trade associations (and why Todd joined)(40:10) How to earn trust from manufacturers and get better deals(44:45) What makes contractors fail — and how to avoid it(50:00) Building a leadership team that scales(55:20) Where the industry’s heading: VC, AI, and bigger players(1:02:00) Marketing budgets: from 5% to 20%(1:06:45) Why you must know your numbers to scale — Links: Isaiah Industries• Construction Disruption podcast• Ask Todd Miller• Rilla Voice• Qualified Remodeler — Charlie’s LinkedIn Todd’s LinkedIn  — Brought to you by Digital Rainmaker We help contractors scale with search-optimized websites, smart systems, and lead-gen that actually works. 📈 Want to know how your business stacks up?  Let’s chat.