What tradies won’t say publicly

“I’m not one of your dumb tradie mates.”

Joel from Heidi Build wasn’t trying to be edgy when he repeated that. He was telling us about the moment his own brother said it to him, years ago, and how it made him feel smaller than he was. The stereotype that if you’re a tradie, you’re automatically less polished, less capable, less smart is quite aggravating and just not true.

This chat started the way a lot of good ones do. Four blokes at a table, no plan, no script, three notepads for absolutely no reason, and a promise that it would probably go sideways. It did. In the best way. One minute we were talking about tattoos, hats, controversial shirts and “sore knuckles”. The next, we were deep in identity, bullying, and what it actually takes to lead a team when you’re not on site every day.

Approachability was the thread that kept popping up. Hamish put it perfectly. Andrew and Joel come across as normal guys with opinions, and that’s why people trust them. Joel even admitted he tried the curated route first. Spending money, polishing the grid, trying to grow his Instagram the “right” way, and it went nowhere. Then he posted a proper rant about timber quality, because he was fed up, and that was the moment it all took off. 

From there, the conversation widened. Joel talked about being Sri Lankan and the expectation that you go to uni, full stop. Trades were never presented as a real option, and the stigma is still there, just quieter now. Matt said what a lot of people think but don’t say out loud. The biggest misconception is that tradies are dumb. Joel’s response wasn’t defensive so much as clear. Swearing doesn’t make you stupid. Being less polished doesn’t make you less than. And having a degree doesn’t automatically make you intelligent either.

Hamish and Joel started talking about being overweight kids, getting bullied, and how that stuff follows you into adulthood even when your life looks “sorted” on the outside. Hamish spoke about how he will cope if his own kid is bullied at school and how it drags all the old memories back up. Joel’s answer was simple and surprisingly solid. He listens, asks questions, and helps his kid feel heard, because that’s what he didn’t get growing up. It was one of those moments where you remember these are builders, sure, but they’re also dads trying to do better than what they were handed.

Even the business chat had that same theme. Matt shared a “wellness survey” he uses with his team to track morale, respect, cleanliness, safety, and whether people feel heard. Joel and Hamish hated it on principle at first because it felt too formal and too corporate for most trade brains. Matt’s point was that as your team grows, you need checkpoints and you need a way to de-risk problems before they blow up. Joel’s point was just as true. Culture and tone come from the top, and the best version is the one that actually fits your people. Scalable or not, you still have to be real with your team, especially when things are cooked.

Somehow, all of that sat alongside DeWalt banter, Makita loyalty, a drill that ate through ironbark “like butter”, and Joel pitching a full fake abduction in a DeWalt van as a brand video concept. It was ridiculous, and it also made the point. The reason their content works is because it isn’t contrived. They don’t try to act like influencers. They just show up as themselves, tell the truth about what they rate and what they don’t, and they don’t monetise too early because relationships and reputation matter more long-term.

This is what that quote at the top of the article really points to. It’s not about being defensive. It’s about being seen properly. Trades aren’t a backup plan. They’re not a personality type. They’re not a lack of intelligence dressed up in hi-vis. They’re people with skill, opinions, pressure, pride, and a whole lot going on behind the tradie curtain.

And if you’ve ever felt underestimated because you didn’t take the “expected” path, you probably heard yourself in it too.

LINKS:

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Connect with Hamish:

Instagram:  @sanctumhomes

Website:  www.yoursanctum.com.au/

Connect with Matt: 

Instagram: @carlandconstructions

Website: www.carlandconstructions.com/

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The Day I Almost Quit Building for Good