Partnerships And Visibility Will Transform Our Industry: Lakisha Woods, CEO of National Glass Association

Episode Transcript
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Lakisha Woods (00:00):
Always been passionate about women in the
industry, right?
Spent my whole career inconstruction.
Normally not a lot of women inthe room.
I have seen it improve over thepast 20 plus years, but we're
definitely not where we need tobe.
Members and customers that I'vespoken with, they all say over
and over again, workforce is ourbiggest issue.
How do we grow our workforce?

(00:20):
Well, I could tell you how.
More women.
Anything I can do to continue toelevate and celebrate women in
this space, it is a hundredpercent one of my top
priorities.

Stefanie Couch (00:31):
How do you find those people that can help you
get to where you want to go andyou can learn from?
Because that can sometimes betough for people in our
industry.

I know it's tough because I've really never found
originally a mentor when I wasgrowing in my career.
I found mentors actually when Ialready became a CEO.
Sometimes people can mentor youwithout you ever meeting them
because you're following thework that they do.

Welcome to the Grit Blueprint Podcast, the
playbook for buildingunmistakable brands that grow,
lead, and last in the builtworld.
I'm Stephanie Couch, the founderof Grit Blueprint.
And I'm a lifelong buildingindustry insider.
I was raised here, built mycareer here, and now my team and

(01:15):
I help others win here.
The truth is, you can be thebest option in your space and
still lose to someone else whosimply shows up better and more
consistently.
Each week on the Grit Blueprint,I'm going to show you how to
stand out, earn trust, and turnyour brand into a competitive

(01:35):
advantage that lasts.
If you're ready to be seen,known, chosen, and become
unmistakable, you're in theright place.
Let's get started.
I'm your host, Stephanie Couch.
And today I'm actually doing aon the floor of Glass Build live
episode with my friend and theCEO of the National Glass

(01:57):
Association, Lakeisha Woods.
Welcome to the show.
Thank you.

Thank you, Stephanie, for having me.

And we have had a wild three days in Orlando.
It has been amazing.
Such a great turnout, people andtechnology and all of the
happenings here.
Yes.
Crazy fun.

So much fun and so much energy in the room.

Yeah.
And this is your first glassbuild.

It is my first glass build.

Well, tell me, I know that there was a really
cool thing that happenedyesterday, and I don't think you
saw it coming.
Tell me about the the drum line.

So uh I was told the day before that we hand out
best in show prizes.
And I've seen we hand out awardsat many trade shows, kind of
normal, but they set a parade,and I just thought, okay, we're
gonna walk around together andhand out these awards.
But that drum line, andespecially just because they're
high school kids, they've gotthat energy and that just

(02:50):
passion.
It was the best experience Ihave ever had.

It's so fun.
And I saw I saw you walkingaround, I was like, that just
looks like an epic experience.
Next year I'm getting in on it.

Next year I'm gonna dress appropriately for
the walk.
I was like, I need an outfitjust for this event.
Oh, 100%.
We we can work on that.
Oh, yes, I'm sure I will consultyou at a whole other level.

I love it.
Well, I am excited to talk withyou.
We met a few weeks ago for thefirst time at WDMA, and
obviously we're here atGlassbuild.
There is a lot of cool thingshappening in NGA right now, and
you've got some greatpartnerships going.
You are newly appointed as theCEO.
You've got a great team.
What has been some of the thingsthat you've seen here at Glass

(03:35):
Build or some of the buzz likewe just went had the women in
glass?
Tell me about that.

Well, I've always been passionate about women in
the industry, right?
Spent my whole career inconstruction.
Normally, not a lot of women inthe room.
I have seen it improve over thepast 20 plus years, uh, but
we're definitely not where weneed to be.
And I know that members and andcustomers that I've spoken with,
they all say over and overagain, workforce is our biggest

(04:01):
issue.
How do we grow our workforce?
Well, I could tell you how.
More women.
Yeah.
And so anything I can do tocontinue to elevate and
celebrate women in this space,it is a hundred percent one of
my top priorities.
And also just improvingawareness of this industry.
Because again, spent my wholecareer in construction, had no

(04:23):
idea that this show existed.
And my friends that are still atall my previous associations
said, Glass build, what's that?
And of course, now they'reseeing all my social, they're
like, oh my gosh, we have to goto that show.
Like, yes, and we need topartner so that we can elevate
this show, the presence and thepeople who can be in the room.

Yeah, absolutely.
I think partnerships are one ofthe ways that I've seen
personally, I've seen so muchsuccess from that.
But, you know, there's a lot ofdifferent associations, there's
a lot of shows.
And when we start to collaboratelike that, really cool things
can happen because usually thereis enough difference where you
know you can learn so much fromeach other.
What type of partnerships?

(05:02):
I mean, you're sayingpartnerships, you're you're
talking about people in theindustry.
If you're out there listeningand you're like, what is
Glassbuild?
What is NGA?
Who should come to the show nextyear?

Well, one of the things I'm hearing from our
exhibitors is they want morearchitects to attend.
And so we invited a few of myarchitect friends.
I think I know.

You know a few things about architects, right?

And so I invited a handful, and it was great to
see their reaction.
As soon as they walked in andthey came up to me and they
said, I've never seen anythinglike this.
And then they turned to theother architect, like, have you
seen anything like this?
No, this is impressive.
And then they started askingthem, so wait, is uh like how
much does it cost?
What type is it always this timeof year?

(05:45):
And they really were uhinquiring into how they can to
do more.
And one of them was like came inwith a list.
I need to meet a decorativeglass company, I need to meet
this, I need like she had awhole list of what she wanted to
see.
And I got a text this morning.
She's already doing businesswith one of our board members.
I said, that's what this isabout.

(06:06):
And they said, we are gonna giveyou a list of all the things we
can see that will change thatperception or increase awareness
among the architecturecommunity.
And that's just one audiencethat I know our exhibitors have
said they want.
There are other industries thatdon't have a conflicting trade
show date.
So we can partner and not impacttheir business and not impact

(06:28):
ours.
But I think just like architectsso often will design something,
and then sometimes the generalcontractor will value engineer
it out.
Like, let's talk to AGC or let'sthis is the you know, the glass
window and door expo, let's talkto NAHB.
The home builder show is inFebruary, we're end of
September.
We can collaborate.
And so those are the things thatI see that are gonna be really

(06:49):
helpful.

That's exciting.
And I think coming in with afresh perspective, but you have
so much background in theindustry.
So I want to double-click onthat a little bit.
Tell me about your story and allof the cool things you've done.
We don't have enough time to gothrough everything, but tell me
the highlights of you do havethat background at the American
Institute of Architects, and youhave a background in building

(07:09):
science and all these otherthings.
So tell me a little bit abouthow you got into this.

Well, this was a job that I took kind of right
out of college.
One of the things I did was Iactually just went on the
interview to practice interviewskills because I I don't know
what the National Ready MixConcrete Association is, but um
that was my first order.
I was like, but oh, it's amarketing manager job.
Let me let me check it out.
And by the time I got home fromthe interview, I already had an

(07:36):
offer letter and a benefitspackage sitting on my doorstep.
Wow.
And I was so excited by thespeed at which they made me an
offer because you know, incollege you you want things
fast, that I said, Oh, they movefast at this company.
I have to go work there.
It ended up being a joke becauseour associations in general do
not move fast.
But my boss did, he wasdefinitely a speedy person.

(07:56):
And I learned a lot from him,and that's why I kind of stayed.
I followed him to the firstcouple of companies.
I followed him to AGC and and toNEHB.
And I really just love theindustry.
I the fact that you can lookaround and see the work that
your members do, you could touchit, you could feel it, you could
see how it's impacting andchanging lives.

(08:17):
Who doesn't want to elevatethat?
Who doesn't want to tell peopleabout it and get them involved?
And people have always been kindto me.
It I may look different, butthey wanted to know how do I get
more people like you into thisspace?
And so that's what's reallyimportant.
And even when you facechallenges, there were all those
other people who were like, Idon't know why that person's

(08:38):
crazy, like I'm here to helpyou.
Um, and so, you know, everythingis not gonna be sunshine and
roses.
And but it's those tough storiesthat you get through that make
you even better and also helpyou find your purpose.

Great point about someone that might not
elevate you, and then you justturn around and find someone
else who will.
Don't let it stop you.
And there are so many people inthis industry that have really
helped me as well.
That the mentorship and talkingabout that person you kind of
moved up with, that's happenedto me as well.
What would you say to someonewho maybe is thinking about
getting into our industry or uhis early in their career about

(09:13):
mentorship and how do you findthose people that can help you
get to where you want to go andyou can learn from?
Because that can sometimes betough for people in our
industry.

Uh it is, and I I know it's tough because I've
really never found originally amentor uh when I was growing in
my career.
I found mentors actually when Ialready became a CEO.
Uh, and that was because Ijoined an association, I got
involved as a volunteer, andthen those people that were at
higher levels that were on, youknow, that those committees, or

(09:42):
when I joined a board, those arethe people who helped mentor me
and helped me become a betterCEO.
Was a first-time CEO.
They're like, we've got yourback, and here are the tools and
resources I've been using for 30years.
So I had an opportunity to kindof get a foot ahead because of
the people who partnered withme.
And I think that's sort of whatit's all about.
Sometimes look online and justfollow the people that you see

(10:05):
and you like what they're doing.
Sometimes people can mentor youwithout you ever meeting them
because you're following thework that they do.

100%.
That's such a great point.
If you're watching now in 2025,there are so many resources.
You like YouTube by itself is amentorship program.
If you find the person, thereare people that are sharing
information that would be likeus having this conversation
right now.
They're talking to the cameraand they're sharing stuff that's
super personal and veryspecific.

(10:35):
You can learn to do anything onYouTube.
And so I think that podcastshave been great.
Books, are there any like greatpodcast books or or people that
you follow?
I'm just curious because I wouldlove to pick your brain on that.

You know, I have a book that I love and I always
tell people about it, and it'sHow to Think Like Leonardo da
Vinci.
And I just I always referencethat book because he did
everything, right?
He was an architect, anengineer, a writer, a poet, an
artist.
And he just kept trying newthings.
And sometimes I think peoplethey get stuck in a hole and

(11:12):
they think, this is all I cando.
There's nothing more for me.
And instead of like, oh, butI've always wanted to do art,
like, oh, well, then try it.
Like, who says you can't?
Maybe you're not good at it,maybe you get better, maybe you
don't, and then try somethingelse.
But I really loved that becauseit made me stop, step back, and
say, what is it that I've had apassion for that I've never made

(11:35):
the time to try because I'm justdoing what I know I have to do?
You've got to make time foryourself.
Yeah.
And that self-care and takingcare of yourself will help you
actually influence and inspireothers.
When people see you taking thetime to take self-care, to do,
you know, something different,they're watching and they're
learning.
And that's definitely what I'venoticed from um people who've

(11:58):
shared with me uh their thoughtsabout what they've seen me do.

I'm curious, what do you like to do in your
spare time when you're notrunning the NGA fun, fun,
glass-billed shows?

I say the toughest job I have is being a
mother.
Uh, my daughter is seven yearsold.
She inspires me every day.
She's the reason I wrote thebook.
I wanted her to have a resourceto turn to to say, you are as
good as you want to be.
You have to believe in yourself,you know, recognize we have
strengths and weaknesses, anddon't be that person that says,

(12:29):
How come I didn't get apromotion?
I've been here two weeks, right?
You've got to earn it, andthat's still something that we
have to be willing to do.
Um, but I just I wanted her tohave those resources, and it
ended up being a resource forother people.
But uh, my daughter is my joy,and so anytime this is actually
the first time I've attended anannual meeting as a CEO where my

(12:52):
daughter and my husband weren'twith me.

Oh, well, you gotta bring them next year
because that drumline, I she'sgonna love that.

She would have loved it.
She's in second grade now, so itmade a difference getting out of
school, and he's a teacher.
So I said, okay.

I'm seeing matching outfits.
I love it.

Oh, we may have to get her excused from third
grade.

We we have to do it next year.
We have to make it happen.
Well, I want to talk about thebook because you are an
incredible leader, an incrediblewoman.
Your book is something that hasa really cool title.
So tell me about the title andtell me where it came from.

Never get their coffee, empowering fearless
leadership.
Uh, the title I really uhcreated because of my very first
job, where I watched a woman whowas a leader in the company
leave the room because she wastold to go get coffee for the
male customers who just arrived.
And I was sitting in the roomthinking that they would have
probably sent me, but theydidn't.

(13:45):
And the men just started talkingabout her project because she
wasn't there.
When she came back in, she wastrying to find her way, and it
just really bothered me.
And I said to myself, I willnever get their coffee.
Like, that is not our job.
Now, don't get me wrong, anotherthing I say in the book is if it
is your job to get coffee, likeget the coffee.

(14:06):
Don't take this too literally.
Yes, and it's not necessarilyabout the coffee, especially
because I will tell you what Ialso wrote about was in today's
environment, note-taking is thenew version of getting coffee.
Yes.
How many times have you sat in alike even a Zoom session or team
session, and somebody says, Oh,who can take notes?
I've sat on a million of theselike CEO calls.

(14:27):
Everybody on the call is a CEO.
It is always the woman that isasked to take notes, and I speak
up.
I don't know.
Like, Ryan, why don't you takethe notes?
Yeah.
Oh, yeah, let's take turns.

Now we have AI note takers, which are the best
thing that's ever happened tome.

Very true.

I love it.
Well, the the premise of that isso important to think about what
are you doing and what is yourjob and how do you stand out in
that?
We talked a lot about today inthe in the women's event about
visibility, about using yourvoice, about standing in your
power.
What was some of your takeawaysfrom today and what excites you
the most about this Women inGlass initiative?

I just love that everyone, you have to
acknowledge when there is achallenge and when we aren't
where we need to be.
Everybody said, hey, our numbersaren't big, but they're growing.
And also I loved the storiesthat people told me about uh
events that they're doinglocally, bringing people
together, companies that arebringing women in their office
together.
And so that's what it is.

(15:26):
It takes baby steps, and you canreally truly get people to, you
know, grow because they're inthat network.
And we also, again, talk peopletalked about you, it's not just
women talking to women.
The men are leading so often,and so they need to know what
they need to change in order tomake an inclusive environment

(15:49):
for all.

Absolutely.
The men and the allies that arein the organization, they're
they're super important becausethey're a lot of the people that
can help us get to where we wantto go or where women want to go.

Absolutely.

Well, I'm excited about what's to come for
you, and I'm glad to have gottento collaborate with you this
time.
I'm excited about 2026.
And I'll leave you with one lastquestion.
If you had to say one thing thatyou're most excited about for
the next year, you're fourmonths into this role at NGA.
What is that?

I'm excited about continuing to listen to our
members, to our customers, andto our staff as we are
contemplating new initiatives,new perspectives, new ways of
addressing what we do to serveour industry.
This is the time that I justlove hearing all the feedback
and then getting ready to takeaction.

Amazing.
Well, thank you for joining meon the Paradigm Industry
Insiders podcast, and we willsee you at the next show.

You got it.

See you in Las Vegas.
See you in Vegas.
Thank you for listening to theGrit Blueprint Podcast.
If this episode helped you thinka little differently about how
to show up, share it withsomeone in your building world
who needs it.
If you're ready to turnvisibility into growth, then
head to gritblueprint.com tolearn more and book a call to

(17:08):
talk to us about your growthstrategy.
Until next time, stayunmistakable.

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Partnerships And Visibility Will Transform Our Industry: Lakisha Woods, CEO of National Glass Association

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