MASONRY STRONG Podcast, Episode 37 Recap: Starling Johnson, VP of Sales at STALITE Lightweight Aggregate Words: Justin StengelOn this episode of the MASONRY STRONG Podcast, Starling Johnson joins the set in Indianapolis to talk about her path within masonry, sales in this industry, and life outside of work.A Family Business Rooted in the PastJohnson Concrete Products traces its origins back to 1947. Founded in Salisbury, North Carolina, by Starling Johnson's grandfather and his father, the company emerged in the post-World War II era. This was a time when soldiers returned home, sparking a housing boom. The company's inception is a tale of American perseverance. Initially involved in the lumber business, Starling's grandfather shifted focus upon realizing the potential of "cinder blocks" for new homes. This led to the establishment of a block plant in Salisbury, marking the birth of Johnson Concrete.Generations, Grit, and Unseen RolesCharles Newsome played a pivotal role in Johnson Concrete's story. Starting in sales, he eventually became the general manager, dedicating nearly 50 years to the company before retiring in his early 80s. Charles was not just a leader but also a mentor and a familial figure to Starling. However, the company's resilience was also due to Starling's grandmother. Despite being advised to sell the company after her husband's sudden passing, she chose to stay involved, working alongside Charles for decades, even into her nineties. Her strength and determination became a source of inspiration for future generations.Women at the HelmJohnson Concrete is uniquely positioned as a 100% women-owned business. After the passing of their brother with special needs, Starling's mother and her two sisters inherited the company. Today, the ownership extends to Starling, her sister, her mom, and her two aunts. This all-female ownership is particularly noteworthy in the traditionally male-dominated masonry and construction industry.Growing Up ConcreteThe Johnson family dynamics were deeply intertwined with business. Conversations at the dinner table often revolved around business matters, with Starling's mother managing the metal fabrication division and her father running motorcycle dealerships. This environment fostered Starling's early interest in business and problem-solving. Her parents encouraged her and her sister to find their own paths, without pressure to join the family business. Starling’s own journey took her through different career experiences, shaping her approach to the family business later on.Finding Her Own PathStarling's early exposure to business came from working with her father in the motorcycle industry during her teenage years. This experience ingrained a sense of independence and financial prudence. Despite this, she was encouraged to explore her interests freely, which led her to a corporate career before returning to the family business. Her journey back to Johnson Concrete was motivated by a desire for purpose and ownership, especially during the challenging times post-2008 recession.Jumping Into the Deep EndUpon returning, Starling faced new challenges. Her initial task was revamping the company website, a project she had no prior experience with. She then moved to handle commercial sales in Charlotte, learning the business intricacies from the ground up. This hands-on approach highlights the adaptability and collaborative spirit that are hallmarks of family-run enterprises.Why Concrete? Why Family Business?Starling's decision to return to the family business was driven by a combination of necessity and passion. While retail was rapidly evolving, the appeal of concrete lay in its foundational role in building communities. It offered a tangible connection to family values and the opportunity to contribute to creating lasting structures.Innovations and Technology in MasonryThe masonry industry is witnessing significant technological advancements. The adoption of 3D modeling and other innovative technologies is transforming how projects are designed and executed. This technological shift promises to make processes more efficient and collaborative, setting the stage for substantial changes in the coming years.Industry Connections: Meetings, Mentors, and The Human SideStarling emphasizes the importance of community within the industry. The relationships formed with mentors, colleagues, and peers play a crucial role in sustaining her interest and commitment to the family business. Industry meetings and associations provide platforms for sharing ideas and fostering the next generation of leaders.Bringing in the Next GenerationEngaging young professionals is a priority for Johnson Concrete and the broader industry. Initiatives aimed at involving younger generations are crucial for infusing fresh perspectives and energy into the field. Efforts such as high school programs and collaborations with influencers aim to raise awareness and interest in masonry careers.Building CommunityRegional events and breakout sessions are tailored to make participation accessible and valuable for young professionals. These events provide opportunities for networking, skill-building, and forming lasting connections, thereby strengthening the community and encouraging continued involvement.Life Outside the IndustryOutside of work, Starling's life is enriched by family and travel. She balances her professional commitments with quality time spent with her children and exploring new destinations. Her passion for travel has taken her across continents, fostering a broad perspective that she brings back to her work and family life.___ Tune into the MASONRY STRONG Podcast every other Thursday on YouTube, Apple Podcasts, and Spotify. About: The MASONRY STRONG Podcast
