Get ready for a masterclass in leadership, legacy, and loyalty in cold storage construction. Vince and Jenna welcome back industry legend and now author Bret Wedding, EVP at Fricks, to talk about his new book Not a Commodity: A True Story of Relational Leadership. With humor, heart, and honesty, Brett shares powerful lessons from the battlefield to the boardroom—reminding us that trust, care, and character are what truly set businesses apart. If you're ready to lead with purpose and connect on a deeper level, this episode is not to be missed.

❄️ Cool Takeaways:

• You Are the Brand: Bret breaks down how personal branding reflects company values—and why everyone in your company should live it.
• Trust + Legitimate Care: The two core pillars of Bret’s leadership philosophy, forged through decades of military command and C-suite experience.
• Don't Race to the Bottom: Powerful insight into how pricing wars damage long-term trust and why top-tier partnerships prioritize value over cost.
• Client Relationships Beyond the Contract: From sleepovers to vacations, Bret shows how treating clients like family leads to loyalty that lasts.
• Lessons from the Military: Learn how battlefield leadership translates to cold storage construction—and how Bret honors fallen heroes in his work and writing.
• Create Experiences, Not Just Transactions: Why memorable moments matter more than sales meetings, and how that approach has made Fricks a standout.
• The Power of Passion: Brett shares how to spot someone who isn’t living their “why”—and how to reignite your purpose if you've lost it.
• The Cold Storage Market Forecast: Brett weighs in on Q2 2025 industry trends, spec build slowdowns, and emerging opportunities in data centers and food processing.
• Publishing a Book with a 2.0 GPA: The surprising (and hilarious) journey of writing Not a Commodity, why he used a ghostwriter, and what’s next for the audiobook version.
• Bonus Round Banter: From tacos to invisible superpowers, Bret answers fan-favorite “This or That” questions—and proves he’s as sharp with jokes as he is with strategy.

Don’t miss this architecture-meets-cold-storage deep dive with one of the most passionate leaders in the biz. Chill out with the full episode at
🌐 www.cooltimespodcast.com

📘 Pick up Brett’s book: Not a Commodity on Amazon
You’ll laugh, reflect, and rethink what leadership really means in the cold storage world and beyond.

Sponsored by:

🚪 Sponsored by Rytec High Performance Doors
High-speed. High-tech. High performance.
➤ www.rytecdoors.com

🔩 Sponsored by Fastener Systems Inc. (FSI)
Your go-to source for high-performance fasteners and thermal supplies.
➤ www.fastenersystems.com