From Commodity to Connection

Rodriguez, who has spent over two decades researching behavioral neuroscience and applying it to business challenges, demonstrated how our brains are wired to respond to stories rather than facts and figures. He put one attendee, Jon Kaplan from Poseidon Industries, through a live coaching exercise that illustrated the principle perfectly. When Kaplan initially introduced himself with standard business language about his company and capabilities, the audience response was lukewarm. But when Rodriguez guided Kaplan to share a personal story about his father, who worked tirelessly but never listened to John's needs growing up, the room transformed. Kaplan explained how that childhood experience shaped his commitment to truly listening to every customer's unique situation.

"Nobody listened to me growing up, so I knew that whatever I did in this world, I didn't want people to feel that way," he shared. "When I got into this business, I realized a lot of customers weren't being heard. They all have unique situations and unique solutions they need, but salespeople just wanted to push one product."

The difference was palpable. What had been a forgettable introduction became a compelling reason to do business with Kaplan’s company.

The Science Behind the Story

Rodriguez explained that storytelling works because of how our brains construct reality. When someone tells us a story, our brain stops daydreaming about the future and becomes fully present. We actually put ourselves into the story as the main character.

"Your brain doesn't know the difference between their story and your own," Rodriguez said. “That's why you cry during movies even though you know they're not real."

This neurological response creates what Rodriguez calls "psychological safety" -- the foundation for trust, influence, and ultimately, sales. He introduced a simple framework that any fabricator can use:

• Frame: Start with a story from your past that illustrates your values.
• Message: Deliver the business information naturally within that context.
• Tie Down: Connect it to what it means for the customer with phrases like "The reason I share this with you is..." or "What this means for you is..."

Practical Applications for Fabricators

One particularly relevant example Rodriguez shared involved Alan Shepard, the first American in space. On May 5, 1961, Shepard sat atop a Redstone rocket in the Freedom 7 capsule, waiting to be launched. Rodriguez recounted how Shepard later reflected on that moment with a sobering realization: his safety depended on equipment built by the lowest bidder on government contracts.

"Your customers are doing the same thing during the purchasing process -- trying to cut corners and find the cheapest price," Rodriguez explained. "But later, when their family is coming over and they're about to use that countertop for the first time, they're hoping they didn't cut corners. They're hoping they chose the best fabricator and got the best installation."

The lesson: Fabricators need to tell stories that remind customers about the "time of performance," when quality matters most -- not just focus on the moment of purchase.

Industry Veteran Finds Her Voice

The session resonated deeply with long-time industry professionals. One attendee, a 29-year veteran of the stone fabrication industry, shared her belief in the power of industry connection.

"I believe that working in the stone industry and fabrication is a great place to be," she told the group. "When I started nearly three decades ago, there were hardly any women, let alone young women. To see how the industry has evolved and grown, it's taught me that if you really get out there to industry events and meet people, it helps you evolve. It's given me a passion for what I do."

Her challenge to fellow fabricators: "Stay involved. Get out there and talk to people. It'll help not only you, but everybody in the industry grow."

The Courage to Be Authentic

Perhaps the most powerful message of Rodriguez's keynote was that influence doesn't require polish. It requires authenticity.

"Too often, we think polish equals influence. It doesn't," Rodriguez emphasized. "Congruency does. If you're nervous and you acknowledge it, there's authenticity in that, and with authenticity comes trust."

Rodriguez reminded fabricators that they don't need to be professional speakers to be effective communicators. "You're not trying to become public speakers,” he said. “You're trying to become better leaders. And leadership is about being able to help people re-narrate their lives for success."

A New Framework for Influence

Rodriguez left the audience with a provocative definition of influence: "Remove influence from life, and we question our purpose. Add influence back, and we are clearly on purpose."

For fabricators competing in crowded markets, this means recognizing that their ability to influence -- through storytelling, authentic connection and understanding the human brain -- is directly tied to their sense of meaning and success in business.

"Every single one of you has a story to share," Rodriguez concluded. "Every single one of you has the power to influence your life and the lives of people who work with you. It is within reach. It is not a born skill. It is a learned skill."

As fabricators left the session, many were already practicing Rodriguez's "neurosequencing" techniques, sharing stories about their favorite colors, their childhood experiences and the values that drive their businesses today.

In an industry often reduced to price comparisons and spec sheets, they discovered something more valuable: the power to be the "trusted source" that shapes how customers understand quality, value and the true meaning of craftsmanship.