Jim Steg • December 24, 2024
Why Crucial Conversations / Crucial Confrontations are Paramount!
Get Comfortable, Being Uncomfortable......
We all face these moments, whether in our careers, personal lives, or relationships. Whether you’re working for someone, running your own business, managing employees, or negotiating with clients, these conversations and confrontations are unavoidable. They also extend beyond work, influencing how we interact with our spouses, children, and family members.
So why are they so hard to have, even when we know the outcome is often worth the discomfort?
From experience, I can tell you that as humans, we naturally want to help others and do right by them. But in many lines of work—and in life—we tend to tell people what they want to hear rather than what they need to hear, often to avoid hurting feelings.
In the world of building luxury homes, this approach can create problems for both clients and builders. Here’s what happens when we avoid necessary conversations:
- Short-Term Comfort: You may sidestep discomfort in the moment, but it’s only temporary.
2. Long-Term Surprises: Avoiding the truth can lead to unpleasant surprises down the road, for everyone involved.
To maintain a strong relationship—whether with clients, a spouse, or a colleague—crucial conversations and confrontations are essential. Addressing these issues promptly keeps things on track and ensures smoother navigation in any situation.
The Worst Thing You Can Do: Procrastinate
Hoping the problem will resolve itself rarely works, even though we all wish it might. The key is to act quickly. The longer you wait, the harder the conversation becomes, and the greater the risk of unresolved tension.
The Key to Success: Embrace the Discomfort
When you find yourself questioning whether to have that crucial conversation or confrontation, don’t overthink it—just do it. Growth lies on the other side of discomfort, and addressing issues head-on fosters clarity, mutual respect, and long-term success.
So, get comfortable being uncomfortable. It’s the foundation for clear communication, stronger relationships, and smooth sailing—whether in business or life.
Happy Holidays!
Jim Steg
Steg Custom Homes
Respect Practitioners, Not Theorists.
It’s Not What Happens To You — It’s What Happens Because of You By Jim Steg At Steg Custom Homes , we live by a simple belief: Ownership changes everything. In today’s world, finger-pointing has become the norm. Someone misses the mark? Find someone else to blame. Something goes wrong? Shift responsibility. That mindset might be common—but it’s not leadership, and it’s not how exceptional homes (or lives) are built. When it comes to luxury custom home building , clarity, truth, and accountability add far more value than excuses ever could. The Man in the Mirror Years ago, I thought blame was just part of life—part of business, part of family, part of dealing with problems. If something wasn’t working, surely someone else was the issue. Until one day I looked in the mirror and realized something uncomfortable, but powerful: If I wanted things to change, it had to start with me. Not my clients. Not my team. Not my circumstances. Me. That moment reshaped how I live, how I lead, and ultimately, how Steg Custom Homes operates. Perception Is Reality In construction, it doesn’t matter how well we think we performed. What matters is how our clients experience the journey . Luxury isn’t just about finishes, materials, or architecture. True luxury is: Feeling informed Feeling guided Feeling protected Feeling confident at every stage of the process When we are clear, deliberate, and honest—our clients’ success becomes our responsibility. And when that happens, leadership becomes natural. That means telling clients what they need to hear , not just what they want to hear. Always. Why We Created the Legacy Pre-Construction Concierge Program™ This belief is exactly why we created—and trademarked—The Legacy Pre-Construction Concierge Program™ We saw a massive flaw in the construction industry: Ambiguity early Blame late Surprises at the worst possible time That approach destroys trust, strains relationships, and leaves clients feeling frustrated and misled. Our program does the opposite. It removes finger-pointing , creates radical clarity , and strengthens relationships the further a project progresses—not the other way around. Is that normal in construction? Absolutely not. Is it how luxury clients should be treated? Without question. Work Up Front. Integrity Forever. The Legacy Pre-Construction Concierge Program™ requires real work—up front. It means: Addressing hard conversations early Setting expectations clearly and truthfully Identifying risks before they become problems Making decisions proactively, not defensively It’s much harder than dodging bullets at the end. But it’s also how trust is built—and how legacies are protected. Just like in life: Fitness requires discipline before results Family requires ownership before harmony Business requires truth before success Simple, Not Easy The formula is simple: Take ownership Improve clarity Tell the truth Expect the best from everyone Simple doesn’t mean easy. But easy has never built anything extraordinary. At Steg Custom Homes , we don’t just build luxury custom homes—we guide, lead, and take responsibility for the entire journey. Because in the end, it’s not about what happens to us. It’s about what happens because of us . It is really easy to point the finger at all that is wrong in the construction industry AND IN LIFE. However, WHAT ARE YOU DOING ABOUT IT?????? And that responsibility starts—every single day—with the man in the mirror. JIM STEG FOUNDER Steg Custom Homes, Inc.
What Will You Do Differently? The One Question That Separates the Best From the Rest. At Steg Custom Homes , we field hundreds of calls every week . Material suppliers. Window providers. Stucco and drywall crews. Electricians. Painters. Flooring reps. Cabinet vendors. And the list goes on and on. And here’s what I’ve realized after 30 years in this business: Most of those calls sound the same. Same pitch. Same buzzwords. Same “we can beat pricing.” Same “we can start tomorrow.” Same promises that don’t mean anything unless they’re backed by real service and real follow-through. So I’ve started getting very direct. Because the truth is… We’re not looking for the cheapest price. We’re looking for the best quality and the best service . Why? Because our clients deserve it. And because in the luxury custom home world—especially here in Sedona, Arizona —there is no room for “close enough.” We Don’t Want To Be Sold. We Want To Be Educated. This week, I had a conversation with a window supplier who’s been trying to earn our business. He introduced himself, and I thanked him for reaching out. Then he started to go into the sales pitch. And I stopped him. Not because I was being rude—because I was being honest. I told him: “I don’t want to be sold. I want to be educated.” And then I asked him the question I believe every builder and homeowner should ask: “What are you going to do differently than all your competitors?” Before he even answered, I made sure he understood something crystal clear: “I am NOT looking for the best price.” Then I gave him a challenge: “Tell me what you’re going to do differently in 30 seconds or less.” And to my surprise… He was ready. The Answer That Got My Attention Unlike most people who stumble through a pitch, he immediately started listing what his company provides: Warranty and guarantee support Service in a timely manner Quality install standards Case studies with write-ups and videos Product links and resources Education sites for clients Tools to help homeowners make decisions faster Delivery time statistics and real performance metrics And I’ll be honest… I was refreshed. I was impressed. Because that wasn’t selling. That was leadership. That was professionalism. That was someone saying: “Here’s how we protect your project, your client, your schedule, and your reputation.” In Construction, This Isn’t A Sales Game. It’s A Relationship Game. Too many suppliers and subcontractors treat construction like it’s a price war. It’s not. It’s a relationship and education game. If you’re a sub or vendor and you want to work with a high-level builder, here’s the truth: Don’t sell me. Educate me. Show me you understand what’s at stake. Because in luxury construction, what’s at stake is everything: the client experience the schedule the design intent the craftsmanship the trust and the builder’s reputation At Steg Custom Homes, we don’t build “houses.” We build legacy-level homes in one of the most unique markets in the country— Sedona . That means every trade partner on our projects has to operate at a higher standard. Luxury Clients Don’t Buy Cheap. They Buy Confidence. Our clientele has a budget. But here’s what most people misunderstand: Their budget is flexible when the value is real. If you do what you say you’ll do… If you communicate clearly… If you show up on time… If you deliver quality… If you stand behind your work… Then you become invaluable. And when you become invaluable, price becomes less important than performance. But if you’re cheap and inconsistent? You’re expensive in the long run. Because cheap work costs twice. The Iron Triangle of Construction (And Why It Still Wins Every Time) I tell people this all the time: In construction, you’re always working inside the Iron Triangle : Quality. Speed. Cost. You can typically prioritize two . Not all three. High Quality + Speed = High Cost High Quality + Low Cost = Slow Speed Fast + Cheap = Quality suffers That’s not opinion. That’s reality. I’ve been in this industry for 30 years , and traditional project management has always held true: These three constraints ALWAYS force a compromise. So when someone says, “We’re the best quality, fastest, and cheapest…” I already know they’re not shooting straight. And in this business, shooting straight is everything. My Advice To Homeowners and Builders Don’t get caught in the trap thinking cheap is good. Cheap is cheap. Cheap comes with: shortcuts delays excuses change orders finger-pointing weak warranties weak communication and weak accountability There is no way around it. If you’re building in Sedona, especially at the luxury level, your home deserves better than “good enough.” And you deserve trade partners who understand that. The Standard at Steg Custom Homes At Steg Custom Homes , we are deliberate. We are direct. We are quality-focused. And we are committed to aligning with vendors and subcontractors who operate the same way. Because at the end of the day, the only thing that matters is this: Did we deliver what we promised? To the client. To the architect. To the design. To the vision. That’s what separates a builder from a true craftsman. And that’s what we’re building at Steg Custom Homes—every single day. One Final Thought If you’re a supplier or subcontractor trying to earn our business, here’s the best advice I can give you: Come prepared. Come with facts. Come with systems. Come with accountability. And be ready to answer this question: What will you do differently? Because we’re not looking for the cheapest. We’re looking for the best. And in luxury custom home building, the best always stands out. And remember......... In the construction Industry if you want to be the best.............. "Suffisant" ne l' est pas (Good enough isnt) "Presque ne compte pas" (Almost doesnt count) Jim Steg- Founder
You'll NEVER go WRONG, Doing the RIGHT THING!
The 4 Rules to the Game By Jim Steg | Steg Custom Homes
The Brand is NOT the Logo..... Its the STANDARD.
The Difference between Interested and COMMITTED!
Happy New Year from Steg Custom Homes!
Merry Christmas From Our Family to Yours As we pause during this Christmas season, it feels only right to step away—if only briefly—from the constant rhythm of business, marketing, and luxury custom homebuilding to focus on what matters most in life: PEOPLE . Christmas is a time for reflection. A time for gratitude, honor, love, and connection. Over the years at Steg Custom Homes, we have remained grounded in one simple truth: SUCCESS IS NEVER BUILT ALONE. It is built by people, for people. Today, we want to take a moment to express our deepest gratitude to the many individuals who have played an integral role in caring for our clients and bringing each home to life. From our electricians, roofers, tile setters, plumbers, framers, concrete and masonry teams, low-voltage specialists, excavators, landscapers, material suppliers, HVAC professionals, window and door partners, garage door installers, interior door and trim carpenters, cabinet makers, and interior designers—each of you has given your all in the name of quality, craftsmanship, and care. Your dedication, professionalism, and pride in your work are the foundation of the homes we deliver. The level of excellence our clients experience is a direct result of your commitment. For that, we extend our DEEPEST GRATITUDE. To our clients—thank you for trusting us. Thank you for giving us the opportunity to show that it’s not just about what we say, but what we do. Over time, people may forget the words spoken, but they will always remember how they were made to feel. Your belief in Steg Custom Homes is the reason we are where we are today. Our success is a direct reflection of you, and we are truly honored to have served you. Most importantly, we want to recognize our Steg Custom Homes family. Our spouses, children, and loved ones, who accept the long hours, the dedication, and the relentless pursuit of excellence. Thank you for believing in the value we bring to our clients, for standing by our sides through every challenge, and for knowing that what we are building is something meaningful—not just homes, but relationships and legacies for people. We will leave you with this reminder: We are all in the people business. Without people, we have no business. In our families and in our work—when we take care of people, success will always follow. Remember to LOVE the ones that mean the MOST.... Even our pets that stand behind us no matter what the circumstances are without judgement! From our family to yours, Merry Christmas. — Jim Steg & the Steg Custom Homes Team 🎄
Honesty, Transparency, Loyalty & Integrity: The True Foundation of a Luxury Home...... by Jim Steg  In the construction industry today, the words honesty, transparency, loyalty, and integrity are thrown around a lot. Builders claim them, brochures print them, but very few companies actually operate by them every single day. At Steg Custom Homes, these values are not slogans. They are our operating system. They guide every conversation, every estimate, every design meeting, and every decision we make while building a luxury custom home in Sedona. And recently, I met a prospective client whose experience perfectly illustrated why these values matter now more than ever. A Common Story in the Construction World — And a Costly One About a month and a half ago, I received a call from a couple who had just gone through what far too many people experience when they follow the old, broken path of homebuilding. Their story is the construction industry’s reality today: 1. They purchased a piece of land. 2. They went straight to an architect. 3. They told the architect they had a $3.5M budget. 4. The architect said, “Absolutely, we’ll design within that.” 5. They spent eight months drawing plans. 6. The architect sent those plans to five or six builders. 7. Every single builder came back $1.2M to $2.4M over their budget. And now? They’re forced to start over. More time. More money. More stress. This is not an isolated situation. This is the industry norm. Why This Happens Because the traditional approach—land → architect → builder—is fundamentally flawed. Clients go to the architect first thinking, “Why would I need a builder before I’m ready to build?” It’s understandable. But it’s also wrong. When you design first and price later, you fail every time. In Sedona especially, where site prep means rock, more rock, and then a little more rock, the cost of excavation alone can change everything. Without a builder’s real-world pricing knowledge up front, plans become wish lists instead of realistic roadmaps. Coffee in Sedona: The Turning Point We met for coffee in Sedona and they asked: “Jim, tell us about your Legacy Pre-Construction Concierge Program.” So I did. I explained that at Steg Custom Homes, we’ve thrown out the archaic system. It doesn’t work. It sets people up to fail emotionally, financially, and logistically. Here’s how it should work: The Right Way: Our Legacy Pre-Construction Concierge Program 1. Discovery Call We get on a call. We learn your wants, needs, lifestyle, and—most importantly—your true, comfortable budget. 2. Schedule of Values (A to Z) We create a detailed breakdown of every cost: · Cabinets · Countertops · Flooring · Vertical Tile · Finishes · Structural components · Engineering · Excavation · Management, overhead & profit We show you exactly what your budget can afford before a single line is drawn. 3. Architect Matchmaking We select from 25 trusted architects, choosing the one whose style, personality, and fee structure align with your goals. 4. A 15-Step Guided Process (5–8 months) We become your advocates—your liaisons. We attend every meeting. We help keep the architect inside the financial guardrails. We provide the architect and designer a roadmap—the Schedule of Values—to follow. We don’t control how the architect designs. We simply provide the truth: What things cost, what things mean, and what things require so the entire team stays aligned. This process removes: ✔ Rework ✔ Budget blowouts ✔ Emotional overwhelm ✔ Miscommunication ✔ Hidden surprises And it ensures one thing: You stay in control. Their Response: “Jim… You Just Described Our Last 12 Months” Halfway through my explanation, they stopped me. They looked at each other, looked back at me, and said: “Jim, you just defined our entire last year. We’ve spent $150,000 on plans we can’t even use.” And unfortunately, that is absolutely common. People enter the homebuilding journey blind, without a professional guiding them, protecting them, and explaining what lies ahead. This leads to the highest emotional volatility people face outside of medical emergencies or major life events. Our job is to steady that. More Than Construction: We Protect the Client’s Emotions Luxury homes aren’t just wood, steel, and stone. They’re emotional investments. Clients need: · Guidance · Reassurance · Honest answers · Realistic boundaries · Advocacy · A builder who genuinely cares At Steg Custom Homes, our core purpose is to protect the client—financially, emotionally, and logistically. We go beyond building homes. We build trust, clarity, and confidence. Results That Speak for Themselves We recently finished a $3.5 million home in West Sedona: · On time · On budget · Six months ahead of schedule · Four months ahead of the clients’ own challenging schedule In today’s industry, that is almost unheard of. But it happens when a builder operates from honesty, transparency, loyalty, and integrity—and when the process starts correctly from day one. The Real Foundation of a Luxury Custom Home At Steg Custom Homes, we believe: · Honesty builds trust. · Transparency builds confidence. · Loyalty builds lasting relationships. · Integrity builds legacies. The Legacy Pre-Construction Concierge Program is not a service—it’s protection. It’s your roadmap. It’s your advocate. It’s your emotional anchor through the biggest investment of your life. And it works. Every. Single. Time. In these pictures is a wonderful young lady who put her trust in Steg Custom Homes with our Legacy Pre Construction Concierge Program. We aligned with her budget, committed to 13 weeks of construction, conducted a full build out ........ IN 11 WEEKS. OVER PERFORMED and ON BUDGET!!!! IT WORKS!!!!!!!!!!!