Business Spotlight with Adam Artz from Pinnacle Engineering Group

In this episode, Adam Artz, founder of Pinnacle Engineering, shares his journey from growing up in Milwaukee to designing over 50 million square feet of manufacturing and distribution space. Adam discusses his early exposure to civil engineering through a high school Co-Op program with the City of West Allis, which influenced his decision to pursue the field. After studying civil engineering at UW Platteville, Adam founded Pinnacle Engineering in 2011, a firm with four offices that focuses on infrastructure and development projects, ranging from shopping centers to industrial distribution centers.

Adam emphasizes the challenges of transitioning Pinnacle from a startup mentality to a more consistent business model, with a focus on quality control and continuous improvement. He highlights the importance of communication, not just within his team but also in leadership, overcoming stereotypes about engineers’ communication abilities. The episode underscores Adam’s commitment to improving Pinnacle’s operations and his strategic goal of achieving 100% accuracy in all projects while maintaining a balance between systematized processes and human flexibility.

Podcast Transcript:

Mike McKay: Hi, I’m Coach Mike McKay, and today I’m joined by Adam Artz. You’ll be amazed to know that Adam, a civil engineer, has designed over 50 million square feet of manufacturing, distribution, and civil space across 20,000 acres. That’s a huge amount of work! Welcome, Adam, and thanks for joining us today.

Adam Artz: Thanks for having me. Glad to be here.

Mike: Tell us a little about your background—where you grew up, where you live now, and your hobbies.

Adam: Well, I grew up in the inner city of Milwaukee, and my family eventually split, dividing our time between the major metropolis of West Dallas and Milwaukee. I went through the West Allis school system and later attended UW Platteville for college. After that, I moved back to West Allis to be close to family, eventually relocating to Brookfield, Wisconsin, mainly for the schools. So nothing too exciting there.

Mike: That might sound low-key, but with 50 million square feet under your belt, it’s impressive! How did you get into civil engineering?

Adam: Good question. I attended West Allis Central High School, where I discovered a program called Work World. The name sounds more impressive than it was, but basically, it allowed me to spend half my day in school and the other half working. Looking back, it was like a work-study program where you could gain real-life career experience during high school. Through this, I interviewed for several jobs, and after turning down some options, I landed an internship with the City of West Allis Civil Engineering Department. At the time, I didn’t even know what civil engineering was, but through the mentorship of the engineers there, I grew fascinated by construction. Their guidance ultimately led me to pursue civil engineering at UW Platteville.

Mike: Civil engineering involves a lot more than people realize. What’s something that might surprise someone outside of the field or a cool project you’ve been part of?

Adam: Recently, I got involved in a local soccer club my son plays for. They were exploring upgrades to their facilities but didn’t know where to start. I initially got invited to what I thought was a casual meeting, but it turned into a pitch to donate our services. What started as a simple civil engineering service for the soccer complex turned into a full consultation—helping them figure out what they needed and how to get it approved. My son was so proud of my involvement that he would tell everyone, “My dad did this!” Watching the project progress and knowing it had such a positive impact made it one of those feel-good moments in my career. The complex is now one of the nicest in the area, and I even managed to get some friends in the construction industry to contribute, making it an excellent facility for a low cost.

Mike: That’s amazing. We often talk about how local businesses are the ones that truly care about their communities, and your story is a perfect example. It’s not just about bulldozers and topsoil—there’s a lot that goes into creating something like a state-of-the-art soccer field. Tell us a bit more about Pinnacle and what you do there. What’s Pinnacle’s focus, and what’s your journey been like growing within the company?

Adam: Pinnacle is a civil engineering firm with four offices in the Chicago and Milwaukee area. We focus on infrastructure and development projects, particularly real estate. We handle everything from shopping centers and industrial distribution centers to single-family subdivisions and multi-family complexes. Our niche is taking projects from the inception of an idea all the way through to operations. Whether it’s zoning, infrastructure planning, feasibility studies, and beyond, we guide our clients through the entire process, ensuring their ideas can be successfully executed.

One unique thing about Pinnacle is that we work on both the creative and technical sides of engineering. We combine creativity with black-and-white engineering principles, which helps us deliver comprehensive solutions. It’s a team effort, and it’s one of the reasons clients keep coming back to us.

Mike: It sounds like there’s a lot of creativity involved in your work. You’re not just figuring out the technical aspects but also how to make a project viable and successful. Who or what has inspired or pushed you to stay in the field and overcome challenges?

Adam: I’ve been fortunate to have many people guide me along the way, but I’d say there are three main groups that have been instrumental in my journey. First, the people at Pinnacle. I started the company in 2011 when I was just 30, and I quickly realized I couldn’t do it alone. Over the years, I’ve built a strong team, including five partners who share the same core principles and help drive the business forward.

Also, my family. They’ve been incredibly supportive, allowing me to dedicate so much time to the business while balancing personal goals. Their influence has shaped Pinnacle into what it is today.

Finally, my network of mentors and colleagues. I’ve always been willing to ask for help when needed, and having a strong support system has been key to overcoming challenges and staying motivated.

Mike: That’s a great perspective. What’s the biggest lesson you’ve learned from owning and running a business, especially with partners?

Adam: The world is imperfect. No matter how much you plan or how well you execute, there’s always the possibility of failure. We strive for perfection, but it’s important to recognize that even if you do everything right, things can still go wrong. Perseverance and humility are essential. You have to learn from failures and use them to guide future successes. It’s about building on those experiences and staying focused on continuous improvement.

Mike: That’s an excellent way to frame it. Failure can be a powerful teacher, and embracing imperfection is key to growth. It sounds like you’ve cultivated a culture at Pinnacle where failure is seen as an opportunity to learn and improve, not as a source of embarrassment. That mindset is what allows businesses to thrive and remain sustainable. So, what’s next for you and Pinnacle in the coming years?

Adam: Our next big focus is transitioning from a startup mentality to becoming a more structured business. While we’re already a $15 million company, we still have some flexibility in how we operate, which is a good thing. But we’re realizing that consistency is sometimes more important than flexibility, especially in engineering where precision matters. We’re working on refining our processes to aim for perfection every time, instead of just 99%. It’s about finding that balance between flexibility and structure, so we can continue to grow and succeed.

Mike: That’s a great approach. Moving from a startup to a more established business requires finding that balance, and it sounds like you’re on the right path. One last question for you—what’s one question you wish I had asked but didn’t?

Adam: Great question. People often wonder where my answers come from and why I respond the way I do. Some think I’m all talk without the usual engineer’s focus on black-and-white facts. A question you could ask is: Why do I prioritize communication over technical details? I’m often criticized for not fitting the typical engineer mold.

Mike: Consider that question asked.

Adam: I’m a philosophical guy. For me, it’s about understanding the reasons behind actions and the experience along the way, not just the final result. I believe perception, not possession, is nine-tenths of the law. Communication is key, whether in engineering or everyday life. The stereotype that engineers can’t communicate needs to be overcome. For me, whether it’s with my team at Pinnacle or my family, I focus on clear communication—getting ideas from your head out in a way that leaves no room for misinterpretation. Interpretation, like in engineering, is the enemy of clarity.

Mike: I get that. I wrote instructions for someone recently, and they ended up creating something completely different than expected. We all come from different experiences and perspectives, which is why leadership involves more than just engineering—it’s about social engineering and guiding people. Great insights, Adam. Thanks for joining us today.

Adam: Thanks for having me, Mike. I appreciate it.

Mike: I appreciate your time. 

Adam: Take care.