Kirill Vladimirovich is the president of Centurion.
Disruption is a business buzzword, but most get it wrong. The idea that new tech will swoop in and quickly change every industry is flawed. The tech-first, slash-and-burn approach rarely works. What does? Solving an actual problem. Better still, solving a problem in an industry that doesn’t even realize it has one.
The construction world isn’t known for agility. It’s a slow-moving industry, often resistant to change. But just because it’s stuck in its ways doesn’t mean it has to stay that way. Disruption is the effect; innovation is the goal. Innovation requires an outside perspective. You have to ask the right questions, find real problems and spot the weak points you can flip into something game-changing.
That’s exactly what I did with dirt. We transformed soil and aggregates from an inevitable waste problem into untapped potential. What we learned: Instead of disrupting for the sake of it, it’s best to spot opportunities hidden in plain sight and turn them into real innovation.
Looking Where Others Aren’t
It started with the right mindset. Coming from a trading background, I never saw dirt as a byproduct like a typical developer might. To me, it was a commodity. And in an industry bogged down by tradition, this mindset was everything. I realized construction companies were sitting on untapped potential. We treated dirt like a tradable asset and launched a whole new market around it. Instead of working within the boundaries of your old system, aim to create a new one.
Our pitch was simple: We connect sites with dirt they don’t need to sites that do. There was no need for jargon or complicated algorithms—just a straightforward solution to a simple problem. But that didn’t mean tech wasn’t involved.
Technology Isn’t Enough—You Still Have To Execute
We use SaaS platforms to track truck routes, monitor performance and optimize every detail. But this data isn’t just numbers—it’s proof of the value of our process. The easier you make it for people to understand your innovation, the faster they’ll trust it. Make it practical, and most importantly, make it matter. Innovation isn’t always about brainstorming wild ideas. It’s about making people believe in the ones that work.
Innovation Isn’t a One-Time Thing
Real innovation is a cycle of constant improvement, especially when fueled by technology. But data alone doesn’t lead to breakthroughs. Most companies have more data than they know what to do with. Breakthroughs happen when you extract actionable insights from that data. That’s why we have a director of innovation, whose job is to find inefficiencies and crush them. Automation doesn’t just happen—it’s the product of relentless effort and sharp minds.
Find The Dirt In Your Industry
If you want real change, stop accepting things at face value. Seek perspectives from other sectors. Talk to people who are experts in their field, even if they don’t know yours. These conversations can lead to insights you never considered. Innovation thrives when you step beyond the echo chamber.
And once you find that insight, commit to it. Throw in the time, money, and brainpower to turn ideas into reality. Construction wasn’t easy to shake up, but the payoff was immense. Innovation isn’t just about ideas—it’s about relentless execution.
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