Legacy Builders: John & Justin Cruz

What does it take to build a business that outlasts you? John B. Cruz, President and CEO of Cruz Companies, and his son Justin Cruz, COO, are the second and third generation of one of the largest 100% Black-owned construction firms in the United States. Their story starts with a Cape Verdean carpenter who moved to Boston in 1948 and couldn't find steady work because of the color of his skin, so he built his own.

Monica sits down with John and Justin to talk about their journey, how to navigate working alongside family, why wealth in construction comes in generations not quarters, and what it means to build something that uplifts the community around you. It’s an uplifting conversation about perseverance, purpose-driven business, and what it looks like to build something not just for yourself, but for the people who come after you.

Listen below, or via your favorite podcast player.

In This Episode, You'll Hear:

  • How Bertie Cruz, a Cape Verdean carpenter, started a business in 1948 Boston out of necessity, and why that decision changed the trajectory of an entire family

  • John's path from scrap wood and hammer lessons to graduating from Wentworth and turning his father's carpentry company into a full-scale general contractor

  • Justin's journey from working summers on the job site to studying cartoon animation on the West Coast, and what ultimately brought him back to carry on the legacy

  • What it is really like to work in a family business, including how John and Justin navigate different personalities and opinions while keeping the same goal in sight

  • How Cruz Cares, their nonprofit arm, carries out the company's community mission through scholarships, resident programming, and philanthropic giving

  • The legacy question John returns to again and again: what will people say about you when you are gone?

Key Takeaways

→ Out of adversity comes opportunity. Bertie Cruz couldn't hold a steady job in 1948 Boston because of the color of his skin, so he started his own business. That decision, made out of necessity, became the foundation of a company that has shaped communities for 75 years. John's message is simple: whatever you're going through, keep going.

→ Wealth in a legacy business comes in generations, not quarters. John watched the business owners his father worked for and noticed a pattern: the real wealth didn't come in the first generation. He built Cruz Companies with that in mind, keeping profits in the company, avoiding status spending, and investing in slow, steady growth instead.

→ Find people who open doors, not just give advice. John credits his high school guidance counselor, who didn't just encourage him but sat him down with real numbers and helped him see a different path. Having people in your corner who actively advocate for your next step is not a luxury. It's a strategy.

→ A family business works when everyone wants the same thing. John and Justin don't always agree on how to get there, but the destination is the same. Their foundation as a tight-knit family, combined with shared values around humility and mission, is what carries them through disagreements. As John puts it: they make erasers because people make mistakes. Just don't do it twice.

→ Legacy is measured by what people say when you are gone. John's hope is that people will speak about him and Justin the way they speak about Bertie: as people who made a real difference. Cruz Cares, including a scholarship at Bridgewater State University named for Bertie, is one way they are making that concrete.

About John & Justin Cruz 

John Cruz is a graduate of Wentworth Institute of Technology and has spent decades growing his father's carpentry business into a full-scale construction, real estate development, and property management company rooted in the Boston area. He’s a lifelong advocate for economic opportunity and community uplift.

Justin Cruz is the third generation of the Cruz family to lead the business. After studying business at Northeastern University and pursuing a degree in art on the West Coast, Justin returned to the company to carry the legacy forward. He currently oversees property management while expanding his role across all three pillars of the business.

Together, they lead Cruz Cares, the company's nonprofit arm, which supports communities through scholarships, resident programming, and philanthropic initiatives.

About Monica Lyle

With over 30 years as an executive coach, Monica is on a mission to help more people do what they love and love what they do. Each episode of Mode to Joy features a guest who has found a way to make their life's work feel like their life's calling. 

Monica Lyle and the Renewal Fuel executive coaching team work with leaders and professionals who are ready to get clear on what is next. The first step is simple: book a Mini Coaching Session. It’s a focused conversation about your career, your goals, and what it might look like to move forward with real intention.

Book your Mini Coaching Session here.

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