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In this episode of The Crude Cast, Travis sits down with James Kell—carpenter turned entrepreneur—to explore how motivation, recognition, and psychology can reshape safety and productivity across industries. Drawing on his journey from construction to building Scratchie, James introduces listeners to Self-Determination Theory—the idea that autonomy, competence, and relatedness drive people to thrive. Together, they discuss why behavior-based safety often falls short, how small acts of recognition spark big changes, and how organizations like McDonald’s and oilfield operators alike are applying these insights to create safer, more connected workplaces. Whether you’re in oil and gas, construction, or any field where safety and culture matter, this episode offers a fresh take on building engaged, high-performing teams.

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