From aspiring to be the President of the United States to becoming the Executive Vice President and Partner at Friede & Associates, Scott Truehl’s career journey is one of transformation, learning, and growth. “I have been incredibly lucky with my career and had great mentors and people who gave me chances to grow, succeed, and fail,” shares Scott. His story is a testament to embracing challenges, thinking differently, and never being afraid to dream big.
A Shift from Politics to Business
During high school, Scott had ambitions of a political career, even envisioning himself as President. To start down that path, he pursued a Political Science degree and spent two years working part-time in the Wisconsin State Legislature while in college. Following that, he served as the Governmental Affairs Director of the Madison Chamber of Commerce for six years, where he discovered his true passion—working with the business community rather than politics.
Scott then joined Wisconsin Power & Light (now Alliant Energy), a growing regional gas and electric utility, where he held various leadership positions in Economic Development, Local Field Operations, and State & Local Governmental Affairs over an eight-year span.
“During my last couple of years working with community economic development agencies, I assembled a group of general contractors to help put together building proposals for businesses looking to locate in Wisconsin. Several of these firms offered me opportunities to join them, and here I am,” Scott recalls. His journey highlights the power of adaptability and strategic decision-making.
A Legacy of Excellence
Friede & Associates traces its roots back to 1945 when it began as a government and commercial general contracting business serving a 30-mile radius. Over the years, the company transitioned to a design-build model and rebranded as Friede & Associates. This shift marked the beginning of Scott’s role as Executive Vice President & Partner.
“What really excited me about Friede & Associates was the sense that I could truly make a difference,” says Scott. With Roger Friede as the fourth-generation leader of the company, Scott recognized the firm’s long-standing reputation and potential. His vision was to transform the company into a professional services firm that not only built and renovated buildings but also provided comprehensive solutions to businesses looking to expand.
Beyond Construction: A Complete Solution
Scott and his team identified that most clients embarking on a construction project had never undertaken such an endeavor before. “For most of our clients, the building is the largest investment they will ever make. Our job is to take the burden off their shoulders so they can continue focusing on their business,” he explains.
Under Scott and Roger’s leadership, Friede & Associates assists clients at every stage—finding the right site, securing financing, and constructing their facility while providing invaluable guidance along the way.
A Hands-on Leadership Approach
Scott describes his leadership style as hands-on, guiding the team toward success while remaining actively engaged in day-to-day operations. He frequently collaborates with project managers, estimators, and subcontractors to determine the best solutions for clients.
One of his key leadership principles is direct communication. “Bad news doesn’t get better with age,” he emphasizes, encouraging his team to address challenges promptly rather than delaying difficult conversations.
A Day in the Life
An early riser, Scott starts his day at 4:45 a.m. and uses his 75-minute commute to connect with field supervisors and subcontractors. His workdays are split between office meetings, client visits, and job site inspections. Scott ensures that every moment is productive, wrapping up work between 5:30 and 6 p.m. before heading home. He balances work with continuous learning, often listening to audiobooks or podcasts during his commute.
Leading Through Challenges
During the pandemic, Scott and Roger swiftly transitioned the company to remote operations and implemented daily 30-minute check-ins to keep the team connected. These meetings covered professional and personal challenges, ensuring employees felt supported. Weekly check-ins with field superintendents further helped address project site concerns, reinforcing the company’s culture of open communication and teamwork.
“We Do Weird Well”
A standout project for Friede & Associates was constructing an indoor go-kart track and amusement center inside a resort in Wisconsin Dells. The project came with unique challenges, including a six-month deadline, restricted work hours, and harsh winter conditions.
Reflecting on the experience, Scott recalls an interview with his team about the project’s difficulties. While he acknowledged the hurdles, his colleagues simply smiled and said, “Hey, it’s what we do.” That moment led to the creation of the company’s now-iconic tagline: “We Do Weird Well.”
Investing in the Future
Recruiting and retaining top talent is Scott’s primary focus as Friede & Associates continues to expand. Recognizing the labor shortage in the industry, he actively engages with high school students to promote construction careers, participates in job fairs, and partners with recruiters.
While many companies scaled back on sales and marketing during the pandemic, Friede & Associates took a different approach—opening a new office in Madison in 2020 and expanding its team. This strategic move has yielded significant growth opportunities.
Advice for Future Leaders
Scott’s leadership philosophy is centered on collaboration and empowerment. “You can’t do everything yourself. Surround yourself with the best team and then get out of their way,” he advises. In the construction industry, teamwork is paramount, and fostering a culture of trust and continuous improvement is essential.
Scott recalls how working as a laborer in his early days at Friede & Associates helped him connect with employees and gain valuable insights. He encourages leaders to be present in the field, listen to their teams, and remain open to learning.
His final piece of advice: Never assume you’re the smartest person in the room. “If you think you are, find a different room,” he quips. Continuous learning, industry collaboration, and knowledge sharing are crucial for long-term success.
Scott has embodied this philosophy by co-founding the Construction Leadership Network, an international group that fosters best practice sharing and collaboration within the industry. He regularly speaks at industry conferences on topics ranging from sales training to creating a positive work culture.
Through his leadership, Friede & Associates continues to thrive, proving that the right mix of vision, strategy, and teamwork can turn ambitious goals into reality.