• Steve’s 35+ years in the landscape industry
• Built and exited multiple businesses, scaled to $104M

01:36 – The Origin Story

• Started in 1989 with a vision to professionalize landscaping
• Grew to $31M before private equity acquisition

03:00 – Scaling Through M&A

• Returned as CEO, acquired 5 companies
• Scaled to $104M in 5 years

06:55 – The Core Growth Constraints

• Complexity increases as you scale
• Need for competent people and culture
• Access to capital becomes critical

12:09 – The Real Driver of Success

• Ability to connect, communicate, and resonate with people
• Leadership is about creating environments people want to be part of

19:22 – Breakthrough Moment (The “Messy Middle”)

• Stuck at ~$5-6M
• Shift from “doer” to delegator
• Mantra: Delegation builds a nation

23:06 – Stop Motivating, Start Inspiring

• Moving from forceful leadership to inspirational leadership
• Unlocking people vs pushing them

26:44 – Talent Myth Debunked

• Growth doesn’t require hiring unicorns
• Best people often come from within

32:33 – The Power of “Elephant Hunting”

• Landed a $36M contract
• Growth comes from imbalance and pressure

36:33 – Cash Flow Almost Killed the Business

• Twice entered special accounts management
• Growth without cash discipline is deadly

41:11 – Responsible Growth

• Growth must be paired with financial intelligence
• Learn to speak the bank’s language

46:24 – Resources + Closing Thoughts

• Recommended books
• Focus on helping others scale responsibly

01:18 – Apprentice to CEO (the 20-year climb)
Started at ~$600K revenue / ~8 employees, grew into leadership and ownership opportunities.

02:15 – Ownership timeline: minority in 2014, partner retired in 2018
Treated the company like he owned it before he did—took on what others avoided.

03:07 – Coaching + Leanscaper mission
Advises on people/ops; focuses on helping companies get through the $3–5M hump. Uses DISC + Working Genius to place people in the right seats.

06:14 – Primary growth constraint: benchmarking (and why it ticks him off)
Social media “highlight reels” + inconsistent definitions of profit create false comparisons and self-limiting beliefs.

09:17 – The metric he trusts: revenue per person
Gross/net can be “smoke” depending on what’s above/below the line; revenue per employee gives a clearer gauge.

10:54 – Revenue per employee ranges discussed
~$150K/person is a “sweet spot.” Higher can be exceptional depending on context.

12:32 – Growth through people, process, budgets (real ops fundamentals)
Tripled revenue post-2016/2017 by focusing on the boring stuff that works.

13:02 – Company today: ~$12M, multiple divisions
Maintenance, construction/design-build, mowing, turf, PHC, trees, snow.

14:36 – Crisis story: missing H-2B labor in 2018
Lost expected labor right before season; hired heavily; learned through a brutal year—weekly leadership meetings helped them survive.

15:53 – Design-build only vs. maintenance
Design-build looks cooler online; maintenance is stability. Pure design-build can work in the right high-end network—otherwise you need renewable revenue.

19:34 – The “two-week activity inventory” exercise
Track everything you do; circle what drains you; outsource/hire it out.

21:27 – The “guilty delegation” problem
Owners give away what they love and hoard what they hate. But someone out there loves what you hate.

24:48 – Leadership leveling: mentor/coach + humility
You don’t “arrive” at great leadership; you keep learning. Coach helps you see what you can’t.

29:03 – Books that start the shift
Recommends Leadership and Self-Deception; also highlights John Maxwell.

31:42 – Core values that actually stick (CIA: Care, Improve, Attitude)
Takes years; must be embedded via routines, recognition, hiring/firing/promotion, and weekly meeting habits.

36:02 – How to reach Brad
LinkedIn is best; website form. Mentions Leanscaper as well.

37:01 – More resources: Jim Rohn, Simon Sinek, Maxwell
Communication + connection as a leadership multiplier.

00:41 – What SEI does (and who it’s for)
Scot explains SEI: a Seattle design-build company focused on helping clients unlock small, urban outdoor spaces; team size ~22 (designers/architects, PMs, builders).

01:33 – Why Scot’s positioning stands out
Rob highlights Scot’s specialization: downtown/urban Seattle + a clear “lane” in marketing and services. (Website mentioned: scoteckley.com)

03:00 – The primary growth constraint
Scot’s answer: the bottleneck is the owner specifically shifting from “I am the solution” to building people and systems that create solutions.

04:21 – The painful catalyst that forced change
A tough period: cash tight, “robbing Peter to pay Paul,” wife hospitalized before second child’s birth, Scot borrowed money from his mom decides “I don’t want this again.”

05:10 – The start of operational maturity
Scot discovers the concept of open-book management at an industry convention; a speaker/consultant tells him he isn’t ready yet needs to shore up fundamentals first. He begins long-term work with a consultant (Dan Foley).

06:15 – “Beautiful hobby” vs business
Scot reframes: making beautiful work without profit is “a beautiful hobby, but it’s a painful hobby.” The business lens becomes: stay alive, make profit, build for the next day.

07:36 – The real turning point: ADHD awareness
Scot shares learning his son had ADHD, then recognizing the signs in himself; he gets tested, discovers ADHD (and confirms dyslexia).

13:12 – ADHD types + what “procrastination” really is
Scot outlines inattentive, hyperactive-impulsive, and combined types. He clarifies: it’s not just procrastination often the “ignition” to start is missing until urgency kicks in.

15:15 – The buddy system (body doubling)
Rob shares a “work beside someone on Zoom” strategy; Scot agrees and gives an example of a therapist “buddy” moment to complete tasks.

17:10 – ADHD isn’t just a limiter
Rob asks about reframing ADHD; Scot calls it a “superpower” (fast decisions, handling chaos, lots of mental “tabs”).

18:47 – Visionary + integrator (Traction reference)
Scot connects ADHD leadership style to the visionary role and the need for an integrator with follow-through.

20:10 – Scot’s AI playbook starts with one rule
If you’re serious: buy the paid ChatGPT version for project folders and set instructions per project.

21:55 – Why project folders matter
Scot calls them contextual rule sets: instructions + uploads + continuity so the tool “remembers” the work.

22:05 – Dictation > typing (especially with dyslexia)
Scot uses the mic to brain-dump responses, then refines fast. What used to take ~45 minutes becomes ~5-10.

24:05 – Sales consult system: Zoom transcript → consistent summary
He records Zoom consults, uses Read AI to transcribe, drops transcripts into a custom ChatGPT setup to:

• produce standardized summaries
  
   
• flag missing items (budget, permitting, etc.)
  
   
• store in a lead folder so designers/PMs can prep consistently
  
   

25:10 – SOP creation on demand
Scot uses a dedicated SOP folder that asks clarifying questions and outputs either short or long SOPs. He mentions one on gluing pipe (nuances included).

26:21 – Tradeoff: writing confidence shifts
Scot notices he writes less by hand now and feels slower/more blocked but creative writing is still there.

28:24 – Less friction = higher standards
Example: daily build photos show issues; Scot can quickly dictate feedback and send it raising quality by removing the “I’ll deal with it later” drag.

29:46 – Extreme Ownership changes leadership
Scot reads Extreme Ownership and stops playing the “victim card.” Team failures point back to leadership. He adopts a Navy SEAL-style cadence: pre-plan → execute → post-review.

31:49 – Build Team Efficiency: get the right people involved earlier
He pushes PMs + build leaders into pre-construction planning so plans/budgets are approved before clients fewer surprises, better execution.

32:05 – “Leadership is seeing around corners”
ChatGPT reframes Scot’s leadership goal as anticipating issues Scot adopts the phrase.

33:10 – AI helps with hard HR work
Scot writes a PIP in ~90 minutes with strong framing more coaching “up” instead of defaulting to frustration and fallout.

34:39 – Best AI advice: don’t add tasks—subtract weight
Scot warns against using AI to create new commitments. Use it first to reduce what you’re already doing.

36:18 – AI + project folders help ADHD continuity
He can pause work without losing the thread, then restart cleanly.

37:10 – Scary (but useful) prompt: ask for blind spots
Scot asks ChatGPT to identify his blind spots “without sugarcoating.” It becomes a self-awareness tool.

38:25 – 2026 focus: simplify + lead by questions
Scot’s goal: stop “being the superhero,” ask questions, let leaders decide because “needing to be needed” is addictive.

39:02 – AI as a “coach of the moment”
When overwhelmed, he asks ChatGPT for a pep talk + prioritization (drink water, breathe, quick walk, pick 2 tasks).

41:31 – Leadership resource recommendation
Scot recommends Craig Groeschel’s leadership podcast (faith present, but broadly useful). Key lesson: courage often matters more than clarity.

43:07 – Wrap-up

Rob thanks Scot; episode ends.

02:48 – The Real Growth Constraint
Mike challenges the “labor shortage” narrative and argues most companies don’t truly know their numbers.

03:37 – Busy vs. Profitable
Why being busy doesn’t equal growth and why fewer employees with higher profit wins.

05:11 – The Wake-Up Call
Mike shares how losing his wife in 2010 tested his business systems and leadership.

07:01 – Early Systems Thinking
How peeling off roles and building structure started well before tragedy forced it.

09:02 – Equipment vs. Education
Why most owners chase trucks and machines instead of operations and training.

10:24 – The Power of Industry Networking
Why learning from non-competing peers accelerates growth faster than going it alone.

12:26 – The Entrepreneur Is the Constraint
How ego, fear, and lack of vulnerability stall companies under $1M.

15:00 – Culture and Weekly Training
Inside ImageWorks’ weekly all-hands meetings and how they achieved 100% retention.

17:42 – Where to Start with Systems
Mike outlines a practical method to establish production baselines using a stopwatch.

20:03 – Managing by the Scoreboard
Why crews need to know the “score” every day to win consistently.

22:34 – Industry Software Tools
A rundown of landscape-specific software options and why generic tools fail.

23:49 – Why Mike Gives Back
The $400k–$700k gap most consultants ignore and why Mike focuses there.

29:10 – Final Advice
Don’t wait, don’t downplay yourself, and don’t be afraid to ask for help.

• Blue-collar upbringing, early entrepreneurship in painting and power washing
• Struggles with bookkeeping led him to business school
• Co-founded Sageworks, scaled it to Inc. 500 and eventual sale to KKR

01:55–03:27 — From Sageworks to LiveSwitch

• Transition back into tech with a focus on practical tools for the trades
• Philosophy: technology must be usable, not theoretical

03:27–07:05 — The Real Constraints to Business Growth

• Growth constraints differ by market, region, and service type
• Speed matters most in competitive markets
• Margins, team retention, and quality matter more in less competitive markets

07:05–09:31 — Recurring Revenue vs One-Off Jobs

• Maintenance and recurring services create predictability and stability
• Install-only businesses must optimize heavily for margin
• Analogy: selling cars without offering service is leaving money on the table

09:31–12:47 — What LiveSwitch Actually Does

• “FaceTime + ChatGPT built for the trades”
• Instantly connect with customers via one-tap video links
• AI observes, listens, and generates estimates, contracts, CRM entries, and material lists

12:47–15:57 — Speed to Lead and Cost of Free Estimates

• Deals are lost simply due to waiting days to visit a site
• Live video eliminates unnecessary site visits
• Gas, time, and labor costs of “free” estimates are rarely accounted for

15:57–17:56 — Training & Field Support Use Cases

• Remote experts can guide junior techs in real time
• Sessions are recorded and turned into internal training libraries
• Reduces repetition and improves consistency

17:56–19:19 — AI as a Field Assistant

• Technicians can ask AI what to do when they’re stuck on-site
• Helps compensate for talent shortages
• Improves quality without needing senior staff everywhere

19:19–21:16 — Pricing & Accessibility

• Starts at ~$160/month ($80 per licensed user)
• Not required for every employee
• Anyone can join sessions via QR code

21:16–23:17 — Why Waiting Is a Mistake

• AI is becoming infrastructure, like electricity
• Data and documentation will define future business value
• Video data increases acquisition multiples

23:17–24:28 — Recommended Resource

• Book: Making Money Is Killing Your Business

Focus on actually working on the business, not just talking about it

01:35 — Mark’s Origin Story
From helping build MemberClicks to steering SingleOps and acquiring LMN—how Mark ended up leading Granum.

03:05 — Lessons from Early Exits & Integrations
Why Mark realized he wasn’t built to work for someone else, and what he learned rolling up companies across industries.

04:30 — Entering the Green Industry
The call that brought him to SingleOps, falling in love with tree care, and realizing landscape ops needed deeper focus.

05:55 — The Birth of “Granum”
How the SingleOps + LMN + Granius integration led to one mission, one brand—and why “Granum” (meaning seed) matters.

07:18 — The Tech Gap in Landscaping
Only ~40% of the market has adopted software—massive whitespace ahead.

08:35 — The #1 Growth Constraint: Time
Mark explains why lack of perceived time—not talent or capability—is the biggest limiter for landscapers.

09:54 — A Reality Check on Industry Complexity
Landscaping isn’t simple: precision, logistics, people, expectations—Mark breaks down why owners underestimate their own skill.

11:34 — Owners Need to Stop Apologizing
Why landscapers shouldn’t downplay their work—and why Mark is obsessed with giving them time back.

12:47 — Developing Yourself as a Leader
Intentionality, micro-learning, and carving out “development time” even if it’s just 30 minutes a week.

16:32 — The Work-Life Balance Myth
Mark’s spicy take: balance is fake, seasons are real, and chasing equilibrium creates more stress than work.

20:18 — Work as a Meaningful Human Experience
Rob and Mark on why meaningful work matters, and why leaders must choose what kind of environment they create.

22:11 — Why Doing More Doesn’t Scale
The mindset shift needed to move from operator → executor → manager → leader → executive.

23:47 — Case Study: Hidden Creek
How implementing EOS early helped them break through growth ceilings—long before they became a “big” business.

27:06 — What a Bottleneck Actually Is
Mark defines bottlenecks using “The Goal” and real landscape examples (change orders, expectations, communication).

29:02 — How to Work On the Business in 45 Minutes
Mark's five daily 45-minute practices competitor research, sales call reviews, skip-levels, inbox pattern analysis, and product observation.

32:18 — Market → Customer → Delivery Loop
Mark’s simple leadership filter for decision-making and product development.

39:15 — What’s Next for Granum
Massive product investment, AI-powered improvements, better customer journeys, and building software only for green industry pros.

42:23 — Why Choose Granum
Not because it’s perfect but because they’re the most focused, most invested partner in the industry.

45:52 — Events & Growth Opportunities
26+ boot camps, facility tours, industry events, plus partnerships like Techo-Bloc.

46:55 — Recommended Books
The Obstacle Is the Way and The Goal, plus daily journaling and leadership reflections.

48:05 — Connect with Mark
LinkedIn or email: mark@granum.com.

00:52 — Welcome to the show + technology hiccups
Rob introduces Richard with jokes, sports banter, and podcast foibles.

02:23 — Richard’s origin story: ValleyCrest to Sperber
How he grew up in the business, scaled ValleyCrest to $1B+, merged into Brickman/BrightView, and eventually rebuilt Sperber.

04:12 — The consolidation era & the modern growth constraint
Richard explains consolidation, culture clashes, and why people — still today — remain the #1 growth lever.

05:47 — Why landscapers stay small: micromanagement & lack of trust
Many owners hold everything, stunting team growth and company growth.

07:04 — The “app-ification” of landscaping & why Richard hates it
Too many apps → less learning, less accountability, no teamwork, and weaker client understanding.

08:33 — Why real estimating requires walking the job
Tech shortcuts eliminate the “shared learning walk” that develops real decision-makers.

10:32 — Mentorship, in-person interaction & lost tribal knowledge
Why remote work and tech tools rob junior people of accelerated learning.

11:33 — Inputs vs outputs: the mistake of PE-backed urgency
Short-termism destroys craftsmanship, growth, and culture.

13:15 — Organic growth vs acquisition: which is harder?
Hint: mergers are way harder — because people resist change.

14:35 — Getting leaders to take ownership
Why Sperber pushes decisions down and expects managers to behave like owners.

16:29 — Empowerment + accountability, minus fear
Richard: “You can’t fire people for making mistakes. That’s how they learn.”

18:31 — The bike analogy: letting people wobble
Why leaders must let people ride, crash, and re-ride.

19:11 — Why firing after a mistake is dumb
“If they leave, your competitor gets the benefit of their education.”

21:23 — The growth inflection points (AM → Branch → Multi-Branch)
When and how to hire account managers and build scalable structure.

23:38 — Promoting from within vs hiring externally
The Peter Principle is real — especially in sales leadership.

27:00 — Loyalty vs performance: firing with context
Why you must think about the impact on everyone who stays.

30:06 — The linchpin: everything is people
Customers, employees, vendors — the entire business is human.

32:59 — Data overload & why most metrics don’t matter
Leaders drown teams in useless outputs instead of focusing on the vital few.

34:33 — AI, automation & the power of personal presence
You can’t AI your way out of dead grass or broken trust.

37:10 — Bringing ValleyCrest culture into Sperber
Patience, high standards, shared learning, and real human relationships.

42:20 — The 8 simple metrics (without listing them)
Richard refuses to name them — but drops hints: margins, retention, enhancements, collections.

43:25 — Legendary ValleyCrest rituals (truck giveaways!)
How they drove safety, loyalty, and life-changing employee impact.

46:47 — Richard’s real education: boardrooms, mentors & hard lessons
Why he never needed business books — he lived the MBA.

49:42 — The bright future of the green industry
More passionate entrepreneurs than ever; real opportunity ahead.

53:40 — Trade shows, global trends & European inspiration

Richard has his eye on Dreamscapes and massive European landscaping expos.

01:09 – What is SIMA and who do they serve?
Martin explains SIMA’s role: education, certification, best practices, legislative work, and the annual Snow & Ice Symposium that many just call “SIMA.”

02:33 – The unsung heroes of winter
Conversation about snow contractors as essential workers keeping transportation lines, parking lots, and entries safe when everyone else is inside.

03:14 – Member base & where they are
Martin shares SIMA’s 1,200 members across the U.S. and Canada, with major concentration in urban areas like Toronto and commercial-focused operators.

04:31 – The #1 growth constraint in snow & ice
Rob asks the core question: what’s the primary growth constraint for snow/ice entrepreneurs? Martin splits it into controllables vs. non-controllables.

05:03 – You can’t control weather, but…
Martin talks about fluctuating winters as a real but uncontrollable constraint—and why the real game is what you can control:

• Systems
  
   
• People
  
   
• Company culture
  
   

05:54 – Culture as the ultimate lever
Martin defines culture as: efficient operations, updated equipment, technology, and people who actually like working there and feel rewarded.

06:53 – Profitability: real numbers from the industry
Martin shares SIMA Foundation’s profitability study: the average snow & ice company is at 19% profitability, with many growing double digits annually when run well.

07:41 – The SIMA benchmark study (and where to get it)
They dive into SIMA’s in-depth benchmark study:

• 150+ companies
  
   
• Requires real financial data
  
   
• Covers expenses, structure, comp, equipment, contract types
  → Available at sima-foundation.org (free for members, paid for non-members).
  
   

09:30 – Why benchmarking matters
Martin explains how owners use the benchmark report to sanity-check things like:

• Sales & marketing spend
  
   
• Insurance and equipment costs
  
   
• Payroll as % of revenue
  
   
• Org structure and profit per employee
  
   

10:29 – Workforce & compensation data
They touch on SIMA’s workforce study: pay ranges, benefits, trucks, health care, retirement, and how that feeds into retention—especially in the U.S.

12:43 – Systems, people, culture: which comes first?
Rob asks Martin to rank systems, people, and culture.
Martin: culture is the umbrella—systems and people sit underneath it.

13:33 – What culture actually looks like day-to-day
Martin breaks it down simply:

• Do your people like coming in?
  
   
• Is there camaraderie and healthy competition?
  
   
• Are leaders creating energy and real connection (knowing people’s families, lives, goals)?
  
   

15:31 – The tech stack every serious snow company needs
Discussion of the “tech stack”:

• Payroll & HR
  
   
• Operations and routing tools
  
   
• CRM for sales and account management
  
   
• Weather tracking and service reporting tools (critical for slip-and-fall protection).
  
   

16:51 – Protecting yourself in slip-and-fall claims
Martin explains how service logs, weather data, and software help companies prove they did their job when claims inevitably show up.

18:20 – Fixing low-energy crews & dragging culture
Rob asks: how does an owner actually inject energy if crews are just “show up, coffee, truck, go”?
Martin suggests: small incentives, knowing your people, flexible support, and clear expectations.

19:55 – The “right people on the bus”
Martin references the classic idea: right people, right seats, properly supported—with practical incentives (money, time, flexibility).

21:28 – Retention bonuses for sidewalk crews
Martin gives a concrete example:

• Sidewalk crews are high-turnover and brutally hard work
  
   
• Some companies pay retention bonuses at the end of the season if people show up for all events—simple, powerful, and effective.
  
   

22:48 – Compensation aligned with company goals
They discuss rewarding behavior that supports reliability, consistency, and performance (instead of just “hours showed up”).

24:17 – Production rates & paying for efficiency
Martin mentions using production rates (e.g., time per acre) and paying more when crews hit or beat those benchmarks.

24:59 – How top companies recruit differently
Martin shares how strong culture companies:

• Are always recruiting
  
   
• Tap into community networks (church, sports, ethnic communities, schools)
  
   
• Turn employees into a referral engine.
  
   

26:25 – “We’re basically a training company that does X”
Rob connects the dots to top entrepreneurs in many industries who see themselves as training companies first, service providers second—and how that applies to snow & ice.

26:29 – Looking outside the industry for comp benchmarks
Martin shares a story of a member who benchmarks comp not just against snow & landscape, but against insurance, construction, manufacturing so account managers don’t get easily poached.

28:21 – Who SIMA is really for
Martin clears up a misconception:

• Big companies think SIMA is for small ones
  
   
• Small companies think SIMA is for big ones
  Reality: SIMA serves the whole snow & ice community, from boutique specialists to massive fleets.
  
   

29:43 – What big and small companies can learn from each other
Big learn from small: customer service and relationship depth.
Small learn from big: how to scale from $250K → $1M+ and beyond.

31:03 – How to get more value as a SIMA member
Martin’s quick list:

• Write for Snow Business or SIMA’s digital content
  
   
• Speak or join a panel at the Snow & Ice Symposium
  
   
• Join committees (standards, best practices, legislative)
  
   
• Use your $200 training credit each year for certification.
  
   

32:44 – Membership ROI and “gym membership” analogy
Martin compares SIMA to a gym: it only pays off if you actually use it—log in, download tools, use the training, join the community.

33:21 – Best management practices & legal protection
SIMA’s Best Management Practices are:

• Built by 10–15 subject matter experts
  
   
• Reviewed every few years
  
   
• A powerful tool when lawyers or insurers ask, “Did you follow industry best practices?”
  
   

34:34 – Training programs: CSP, ASM & safety
Martin outlines SIMA’s main training tracks:

• Certified Snow Professional (CSP) – highest level
  
   
• Advanced Snow Manager (ASM) – core training for field/ops leaders
  
   
• Safety training for sidewalk crews and equipment operators.
  
   

36:20 – How to connect with SIMA
Where to start:

• Website: sima.org
  
   
• Resource center with free downloads
  
   
• Contact form and membership team
  
   
• 24/7 chatbot (with real humans behind it during business hours).
  
   

37:33 – Snow & Ice Symposium details
Martin plugs the upcoming Snow & Ice Symposium in Cincinnati, always held in the 3rd or 4th week of June.

38:08 – Closing gratitude & final thoughts
Rob wraps with appreciation for Martin’s 18+ years leading SIMA and serving the snow & ice industry.

01:25 – Early Lessons in Growth
Dominick shares experiences that shaped his approach to scaling teams.

06:05 – Building Repeatable Systems
Why documenting processes is key to consistent results.

11:30 – Leadership Habits That Work
Communication and alignment strategies that keep teams performing.

17:10 – Reducing Friction in Workflows
Operational changes that improved collaboration and efficiency.

23:45 – Turning Points in Scaling
The critical decisions that drove sustainable growth.

30:20 – Advice for Leaders
Dominick offers practical guidance for leaders looking to scale effectively.

34:15 – Closing Thoughts

Key takeaways and encouragement for the audience.

1. In vs. On the business
   
    
2. Scarcity vs. Abundance
   
    
3. Perfection vs. Progress
   
    
4. Control vs. Empowerment
   
    

Fear vs. Curiosity

(10:00) – How fear limits creativity—and how curiosity unlocks innovation.

(12:00) – Journaling and peak-state habits: how to solve problems before breakfast.

(19:30) – Using your calendar to reflect your priorities (and sanity).

(24:00) – “Flip Day”: the small habit hack that builds mental flexibility.

(28:00) – Why disorganization kills team happiness and focus.

(32:00) – Systems reduce emotional stress—how to create stability and free bandwidth.

(38:00) – Time-blocking vs. time-stacking: multiply results without working more.

(39:00) – Book recommendation: 

Chess Not Checkers

 by Mark Miller.

(40:30) – Where to find Frank next and how to connect.

03:00 – 04:30 | Today’s ACE Outdoor
$14 million revenue, 150 employees, 3 locations in southeast Michigan—primarily commercial lawn and snow services.

04:30 – 06:00 | Biggest Growth Constraint
Relationships are everything — with clients and employees. Longevity of relationships beats short-term wins.

06:30 – 08:30 | Breaking the Muddy Middle
Aaron explains the shift from solo operator to team builder. Pain and determination pushed him past the “middle trap.”

09:00 – 10:30 | When You Can Hire Real Leaders
Around $3 million is the inflection point where you can bring in true leadership talent — not just task doers.

11:00 – 13:45 | Hiring People Smarter Than You
Aaron’s big breakthrough came from bringing in leaders who told him what he needed to do, not the other way around.

15:00 – 17:30 | Clarity + Vision
“Figure out what you want and learn to ask for it.” Aaron shares how he documents a 3-year vision and reviews it with his team annually.

17:30 – 21:00 | Gratitude and Mindset
Aaron credits faith, gratitude, and perspective for keeping him grounded through chaos and success.

21:00 – 25:00 | Family vs Team Culture
A family loves you no matter what; a team requires you to add value. Everyone has a role and shared goal.

25:00 – 29:30 | Vision, Metrics & Money
ACE ties clear vision to measurable KPIs and bonuses based on division and company-wide performance.

29:30 – 33:30 | Open Financial Leadership
Monthly budget-vs-actual reviews for the top 20 %. Aspire software gives real-time gross-margin visibility.

32:30 – 34:45 | Continuous Learning & Faith
Aaron leans on church, podcasts, books, and industry events to keep growing as a leader.

35:00 – 38:00 | Building Relationships with Staff
Micro-moments matter — say hi, ask about the weekend, remember names. Trust is built in small interactions.

38:30 – 41:20 | Vision Takes Time
Visioning is a weeks-long process of reflection, not a one-hour meeting. Start with the 20-year goal and work backward.

41:20 – 42:45 | Final Thoughts + Book Shoutouts
Aaron cites Gino Wickman’s Traction and EOS as core frameworks for clarity and execution.

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“I was the bottleneck. The biggest growth constraint was me learning to get out of the way.” - Burt Labutte

Resources Mentioned in This Episode:

Todd Services - Kurt LaButte's company

Peer Group: Jeffrey Scott Consulting – growth-focused landscape peer groups

Books/Authors:

Simon Sinek – leadership and “Start With Why” principles

AI and leadership books (unnamed, referenced as part of Kurt’s learning path)

Game and Business: Referenced as a recommended resource for understanding measurement in business

Topics Discussed:

• 00:01 – Intro: Rob welcomes Kurt LaButte of Todd Services
• 01:13 – The origin story: mowing lawns with rowboats and the “Todd” name
• 04:03 – From small beginnings to $28M and 180 employees
• 07:28 – Biggest growth constraint? Himself—learning to get out of the way
• 08:24 – Surviving the 2008 crash: $10M down to $4M and losing his brother
• 10:18 – The turning point: realizing he was the bottleneck
• 12:09 – Joining a peer group and embracing lifelong learning
• 13:25 – Shifting from dictatorship to open leadership culture
• 15:44 – Tactical advice: sharing numbers, goals, and listening to staff
• 18:23 – Helping employees align personal goals with company direction
• 21:06 – Building for second generation and long-term retirements
• 23:33 – Why stepping away empowers teams and strengthens culture
• 28:28 – The fear of taking time off and advice for small business owners
• 30:24 – Learning numbers early and why metrics matter
• 34:36 – The value of patience, brand, and consistency in growth
• 37:24 – The power of peer groups for accountability and growth
• 39:16 – Books and resources: Simon Sinek, Jeffrey Scott Consulting, AI leadership titles
• 41:00 – Closing thoughts and gratitude

Actionable Key Takeaways:

1. Get out of your own way – Leaders often create bottlenecks by micromanaging. Growth requires trust and delegation.
2. Know your numbers – Don’t rely on guesswork; margins, costs, and metrics are non-negotiable for scaling.
3. Embrace learning – Books, peer groups, and outside resources are critical, even if you’re an “old dog.”
4. Share goals openly – Transparency with numbers and objectives boosts accountability and team motivation.
5. Prioritize culture – People thrive when they feel safe making mistakes, voicing ideas, and aligning personal goals with company goals.
6. Play the long game – Brand reputation and consistency compound over decades, not months.
7. Step away sometimes – Taking time off creates space for your team to step up and develop autonomy.

Resources Mentioned in This Episode:

Landscape Illinois: https://landscapeillinois.org – the main association for the Illinois landscape industry.

Unreasonable Hospitality by Will Guidara: Amazon link to the book – A book focused on going above and beyond in customer service, offering insights for the landscaping industry.

Malcolm Gladwell's books and podcasts: Malcolm Gladwell's website – Known for his books and the podcast Revisionist History, where he explores social behavior and culture.

Perplexity AI: https://www.perplexity.ai – An AI tool recommended by Scott for conducting deep dives into regulations and laws.

Topics Discussed:

• (00:02) - Introduction to Scott Grams and Landscape Illinois
• (02:06) - Scott’s background and current focus as Executive Director
• (04:23) - Scott discusses the primary growth constraint in the landscape industry today
• (06:05) - The impact of private equity and the rise of middle management demand
• (09:42) - How companies are retaining middle management through flexibility and benefits
• (13:33) - The landscape industry’s openness to sharing and collaboration
• (16:19) - The value of association engagement and niche demographic groups
• (19:57) - The importance of networking and mentoring in landscape growth
• (21:58) - Insights into legislative efforts and lobbying within the landscape industry
• (29:21) - AI and its growing role in landscape industry operations
• (33:49) - Educating the landscape community on AI adoption and its potential benefits

Actionable Key Takeaways:

1. Middle management is the most crucial but hardest-to-find tier in the landscaping industry today.
2. Flexibility, better benefits, and team-building efforts can significantly improve retention of middle managers.
3. Engagement with industry associations like Landscape Illinois provides a direct path to professional growth and knowledge sharing.
4. Cultivating a strong professional network early in your career can be a game changer for long-term success.
5. Industry growth often hinges on the collaboration and shared knowledge between competitors in the landscape design-build sector.
6. Adopting AI tools in everyday operations, from communication to research, can save time and boost efficiency.
7. Lobbying and legislative engagement are critical to protecting the landscape industry from restrictive regulations.

Resources Mentioned in This Episode:

• Books: "The Energy Bus" by John Gordon, "Traction" by Gino Wickman
• Podcast: Equiscape Insider, Grass to Gratitude
• Website: Equiscape Business Advisors

Topics Discussed:

• 00:00 - Introduction to David Whittaker and his background in the green industry.
• 05:15 - David's journey from Gibbs Landscape to Equiscape Business Advisors.
• 12:30 - The role of financial strategy in landscape business success.
• 18:45 - Challenges in recruitment and the importance of a strong team.
• 25:00 - Mindset shifts for entrepreneurs in the green industry.
• 32:15 - The significance of continuous learning and adaptation.
• 40:00 - Closing thoughts and how to connect with David Whittaker.

Actionable Key Takeaways:

1. Embrace a financial strategy that aligns with your business goals and market conditions.
2. Prioritize recruitment and continuously build a strong team to drive growth.
3. Shift from a transactional to a transformational mindset for long-term success.
4. Invest in continuous learning and adapt to industry changes.
5. Understand the value of collaboration and resource sharing within the industry.
6. Balance owner's pay with business needs to ensure sustainable growth.
7. Leverage data and analytics to make informed business decisions.

Resources Mentioned in This Episode:

• Books:
  • "Setting the Table" by Danny Meyer
  • "Unreasonable Hospitality" by Will Guidara
• Podcasts:
  • Founders Podcast by David Senra
• Organizations:
  • National Association of Landscape Professionals (NALP)
• Company:
  • Sun Valley Landscaping

Topics Discussed:

• 00:00 - Introduction to Paul Fraynd and his early beginnings
• 05:15 - The college startup story and early challenges
• 12:30 - Key turning points in growing Sun Valley Landscaping
• 20:45 - The importance of focusing on the right clients
• 30:00 - Building a customer-centric business model
• 40:15 - Insights on leadership and team management
• 50:00 - Resources and books that influenced Paul's journey
• 55:30 - Closing thoughts and future goals

Actionable Key Takeaways:

Focus on your core customer to streamline operations and increase efficiency.

Embrace a growth mindset to overcome challenges and drive business success.

Build a customer-centric model that prioritizes service and hospitality.

Invest in your team by fostering a culture of care and development.

Use setbacks as learning opportunities to refine your business strategy.

Leverage industry networks for support and shared knowledge.

Stay true to your passion and let it guide your business decisions.

Resources Mentioned in This Episode:

The Great Game of Business by Jack Stack
A practical guide to open-book management that empowers teams by sharing financials and teaching business literacy.

Never Split the Difference by Chris Voss
Former FBI negotiator Chris Voss shares high-stakes negotiation tactics you can apply to business and leadership.

Crucial Conversations by Patterson, Grenny, McMillan, and Switzler
Learn how to navigate high-stakes conversations without conflict derailing the outcomes you need.

Jordan Peterson’s Work
Known for his philosophical and psychological insights, Peterson’s work was cited by Adam as a powerful influence on mindset and clarity.

AI Agents Overview – FutureTools
Explore a curated directory of AI tools (including task agents) that can help automate admin and back-office tasks affordably

Pika Landscapes
Adam’s company in Whistler, BC—proof that strategic acquisition, design focus, and leadership investments can grow a green industry business.

Topics Discussed:

00:00 – Intro: Meet Adam Neilson, owner of Pika Landscapes

01:00 – From landscape architecture to “I’m out”: Adam’s pivot to tech

03:00 – Why Adam bought a landscaping business…in the snow

05:30 – “We’re screwed”: The night Adam thought he blew it

06:30 – Turning it around through desperation and 10-hour estimates

08:00 – Rebranding, acquisition #2, and a Netflix-worthy Year 2

09:15 – Scaling pains: What $1.5M felt like without a leadership team

10:45 – Strategic hires: Construction manager, account manager, logistics

14:00 – The culture clash of merging two landscape crews

17:00 – What he’d do differently when buying a business

21:00 – Letting go of control vs. holding on to what you love

24:30 – Why Adam isn't building to sell—and why that matters

27:00 – A small bet: Dump truck investment and reversible decisions

30:00 – Where AI fits in landscape: The back office, not just the field

32:30 – Adam’s top business books + resources

Actionable Key Takeaways:

Hiring leadership = unlocking scale – Strategic hires took Adam from $1.5M to $4M.

Culture eats strategy when buying companies – Misalignment in values cost people.

Love something? Don’t outsource it – Adam keeps the parts of the business that light him up.

AI can cut back-office costs fast – $30k VA work now potentially costs $1k with AI agents.

You don’t need to build to sell – Adam’s model is about sustainability, not exits.

You can undo big decisions – Buying a truck wasn’t permanent—it was a test.

Resources Mentioned in This Episode:

Andy Frisella’s Podcast – A series that focuses on delivering more than expected in business, helping you stay ahead of the competition.

Brandon Dawson's Business Growth Strategies – Provides practical advice on overcoming business hurdles and scaling operations effectively.

Synkedup – Networking and learning opportunities for business owners to improve operations and scale their businesses.

10x Health System – Focuses on strategies for scaling your business and personal growth, perfect for those looking to expand their operations.

The Outdoor Living Company’s Website – The company’s home for information on their services, portfolio, and how they deliver top-tier landscaping solutions.

Topics Discussed:

[00:03] – Introduction to Kevin Butler and Jame Toribio, the founders of The Outdoor Living Company

[00:55] – How Kevin and Jame transitioned from working at a large company to starting their own landscaping business

[02:02] – Current business focus: Creating outdoor living spaces in Southern Maryland

[03:05] – How COVID-19 affected their business and accelerated growth opportunities

[04:15] – The economic uncertainty and its impact on client decisions

[05:33] – Growth constraints and how inconsistency in operations can hold them back

[09:04] – How to provide a consistent and exceptional customer experience for every project

[12:01] – The importance of consistency in leadership with the crew and maintaining morale

[13:13] – Overcoming "fires" and staying prepared for the unpredictable demands of the business

[17:16] – The challenges of not having an office admin and how it affects the team's productivity

[19:48] – When to hire and the risks associated with bringing in new staff for growth

[22:10] – Transitioning from a big company to entrepreneurship and the challenges that came with it

[29:48] – How Kevin and Jame made their business look professional with new equipment and branding

[32:17] – Over-delivering on customer service and its direct effect on business growth

[34:33] – Inspirational business growth strategies from Andy Frisella and Brandon Dawson

[37:36] – Closing thoughts: The power of networking, podcasts, and the landscaping community in helping them grow

Actionable Key Takeaways:

Consistency is Key: Whether in personal habits or customer experience, consistency sets the stage for sustained success.

Every Customer Matters: Deliver the same high-quality experience regardless of the project size.

Invest in Tools and People: Spending on the right equipment and hiring the right staff is essential for scaling your business.

Clear Leadership: Being consistent in leadership and setting the right expectations ensures your crew performs efficiently.

Take Risks for Growth: Don’t be afraid to take calculated risks, like hiring new team members or investing in high-quality tools, to propel your business forward.

Customer Service is the Differentiator: Over-delivering on service is what sets you apart in the competitive landscaping industry.

Use Networking to Your Advantage: The landscaping community is a great resource for support, inspiration, and collaboration to push your business forward.

Resources Mentioned in This Episode:

MERX – Canada’s leading platform for accessing public and private procurement opportunities, including municipal landscape contracts.

Latham Pools – North America’s largest manufacturer of fiberglass pools. Green Collar became a certified installer in 2020 to expand construction offerings.

Google Ads – Used by Green Collar to target residential and commercial leads during seasonal slowdowns and market shifts.

Facebook & Instagram – Platforms used for increasing brand visibility and reaching residential landscaping customers

Topics Discussed:

[00:31] Intro – Rob welcomes Al Perreault of Green Collar
[01:06] The origin story – From weekend grass cutting to multi-million dollar growth
[03:19] The breaking point – When Al had to choose between a 9–5 and his business
[06:30] Going all-in – Scaling from 10 to 80 employees in under 5 years
[08:55] COVID pivot – Adding pool installs during lockdown and surviving material shortages
[10:43] The all-in-one advantage – Why customers prefer one company for everything
[11:41] Career building – Creating long-term jobs, not just seasonal gigs
[13:08] Leading from a distance – The surprising benefits of growing before going full-time
[15:57] Growth constraints – Why lack of process and culture holds companies back
[18:16] Internal growth – Promoting from within and creating pride in the team
[21:44] Core values – How they actually implemented them (not just posters)
[24:56] Vision casting – Communicating direction through casual, consistent check-ins
[27:31] Marketing in 2025 – Where Green Collar spends budget and why
[30:18] Commercial acquisition – How networking and performance lead to invites
[32:45] Building processes – Start with what keeps breaking
[36:42] Why landscaping – Loving the craft, building with pride, and mentoring the next gen

Actionable Key Takeaways:

Fix what keeps breaking. If it’s a recurring issue, build a system around it.

Use motivation wisely. Fueling at night works better because people want to go home.

Promote from within. It builds buy-in and makes employees proud to be part of growth.

Don’t overcomplicate it. Simple, useful processes beat complex ones that collect dust.

Communicate the vision. Whether it’s at a BBQ or team meeting, keep your team in the loop.

Be present—on purpose. Even if you lead from a distance, culture needs constant care.

“Most small businesses get stuck because the owner is in the way—and that includes being afraid to let go.” — Ashly Paladino

Resources Mentioned in This Episode:

Mel Robbins – The 5 Second Rule – A powerful tool to help you make confident decisions and take immediate action.

Mel Robbins – The Let Them Theory – A mindset shift that frees you from over-control and people-pleasing.

NALP (National Association of Landscape Professionals) – The leading industry organization for education, networking, and advocacy in landscaping.

Sales Commitment Card – A tool inspired by Nate Moses to drive sales accountability and shorten timelines (custom-developed, not linked).

Topics Discussed:

[00:00] Intro – Rob welcomes Ashly Paladino, COO of Sun Valley Landscaping
[02:00] From event planning to landscaping – Ashly’s career switch and how she joined Sun Valley
[03:45] Merging two companies into one – The origin of Sun Valley Landscaping
[05:00] Growth mindset – Why they set a $30M goal and how it drives decisions
[06:30] Raising industry standards – Ashly’s leadership role with NALP and Nebraska’s local association
[09:30] Biggest growth constraint – Why owners often hold their companies back
[13:00] Letting go and building trust – How tough conversations unlock scale
[16:00] Leadership structure – Dividing roles between three leaders for focus and momentum
[20:00] Profit vs. foundation – Investing in leadership before they could really “afford it”
[24:00] Two hats – Separating owner and operational roles for better clarity
[28:00] Lessons from a rough year – How a marketing wake-up call sparked massive change
[29:45] Be everywhere – How they rebuilt community connections through networking
[31:30] Golf clubs, boards, and handshakes – Why old-school networking still works
[35:00] Sales process gaps – Inconsistency, delays, and what’s being fixed
[38:00] The power of upfront commitments – Borrowing from Nate Moses’ approach
[41:30] Closing the file – A clever tactic for reactivating ghosted leads
[44:00] Recommended reading – Mel Robbins’ books and mindset strategies

Actionable Key Takeaways:

The owner is often the bottleneck. Recognizing this is the first step toward unlocking growth.

Invest in leaders before you need them. Laying the foundation early pays off when scaling.

Be visible in your community. Networking still works—especially when done with intention and generosity.

Hold salespeople accountable. Use tools like commitment cards to create urgency and deliver consistency.

Present in person. For bigger jobs, nothing beats a face-to-face proposal to build trust and close faster.

“Close the file” works. If a lead is ghosting, a respectful sign-off often triggers a quick reply.

Separate owner vs. operator roles. Treat ownership like its own job, not just another hat.

“If we can predict the result of our work within a 5% margin, that’s the bee’s knees.” — Paul Demarco

Resources Mentioned in This Episode:

SALT (Sales and Lead Tracker) – Intrigue’s proprietary tool for real-time attribution, cost-per-lead analysis, and CRM integration. Try it free for four months.

$100M Offers by Alex Hormozi – How to create offers so good people feel stupid saying no.

$100M Leads by Alex Hormozi – Step-by-step guide to getting more leads and customers, fast.

Scrum: The Art of Doing Twice the Work in Half the Time – The project management system that inspired Intrigue’s sprint website builds.

Hyros – Advanced marketing attribution software to map the full customer journey and ad impact.

Topics Discussed:

[00:00] Intro – Rob welcomes Paul Demarco, co-founder of Intrigue Media
[01:00] The origin story – From school project to 100+ landscape clients
[02:45] Paul's core focus – SEO, ads, results, and centralized data
[04:30] From generalists to specialists – Why Intrigue now works solely with landscapers
[06:30] Website sprints – How building sites in one week changed client experience
[10:45] What’s working now – High-intent keywords and better budget control in Google Ads
[17:30] Top converting terms – What real landscaper leads are searching for
[21:00] Partnerships = Expectations – Predicting and promising specific outcomes
[26:00] Tools that matter – Using tracking to truly understand marketing ROI
[30:00] The danger of turning off ads – How one pause can undo performance
[34:45] Why Paul loves Hormozi – Learning to simplify and scale
[36:40] How to connect – paul@intrigueme.ca and free access to SALT

Actionable Key Takeaways:

You can’t improve what you can’t measure. Use attribution tools to know what’s actually working.

Specialize to scale. Focusing on one industry lets you replicate success and improve faster.

Website speed matters. Moving to one-week sprint builds drastically improved results and client trust.

Cut wasted ad spend. Most landscapers burn budget on irrelevant keywords—clean it up to double lead quality.

Talk about them, not you. Great landing pages speak to the client’s pain, not your process.

Expectations build trust. Promise specific results—and make your work live up to the promise.

Stay in market. Turning off ads resets performance and weakens your competitive edge.

“How do we make our people successful? Not just making money, but giving them purpose, so they know they matter and belong.” — Jeff McManus

Resources Mentioned in This Episode:

Landscape University / Landscape Longhorn University – Internal training programs inspired by Disney University to develop team mastery and culture.
Drive by Daniel Pink – Book outlining the three motivators: purpose, autonomy, and mastery.
John Maxwell, 17 Essential Qualities of a Team Player – Leadership DVD series used for team development.
Admiral William McRaven’s 2014 University of Texas Commencement Speech – Navy SEAL life lessons including “Make your bed.”
Rocky Balboa motivational clip – 2 min 42 sec leadership clip used to inspire frontline teams.
The Leadership Challenge by James Kouzes and Barry Posner – Book about honesty and modeling the way as a leader.
Biblical Leadership Inspiration: Jesus as Servant Leader and Proverbs – Spiritual foundation for servant leadership and daily wisdom.

Topics Discussed:

[00:00] Introduction to Jeff McManus – His role at University of Texas and Ole Miss background.
[04:40] Leadership Influences – Truett Cathy (Chick-fil-A), the 3 Cs: Chemistry, Competency, Character.
[08:38] People as the Growth Constraint – Leadership capacity limits business growth.
[13:25] Coaching Leaders to Surpass You – Developing mentors and head coaches.
[18:40] Daniel Pink’s Drive – Purpose, autonomy, and mastery as employee motivators.
[21:25] Pruning with Clarity – Setting expectations and follow-up to manage performance.
[26:00] Building Culture – Leadership videos, group discussions, and handling “draminators.”
[33:40] Simple Leadership Tools – Using motivational clips and shared takeaways.
[37:15] Personal Growth Habits – Continuous learning as a leadership foundation.
[40:40] Time Management Mindset – Prioritize growth by making time, not excuses.
[43:40] Transitioning Leadership Roles – From being the ceiling to the foundation of growth.
[44:45] Modeling the Way – Leading by example through daily small actions.
[48:00] Jeff’s Top Leadership Resource – Jesus as the ultimate servant leader and Proverbs for wisdom.

Actionable Key Takeaways:

You are the growth constraint. Your ability to develop people sets the ceiling for your business.

Coach others to surpass you. Build mentors and leaders who take ownership beyond your reach.

Motivate through purpose, autonomy, and mastery. Give employees meaningful work, freedom, and recognition.

Be crystal clear about expectations and consistently follow up to prune underperformance with respect.

Build culture intentionally. Use short, relatable leadership tools to engage teams and eliminate drama.

Model leadership daily. Your actions speak louder than words in setting the tone and standards.

Make time for growth. Use small pockets of time like commutes to invest in leadership development.

“Leadership maturity is the growth constraint. If the business needs to change, you have to change.” — Nathan Helder

Resources Mentioned in This Episode:

TEC Canada – Executive peer groups helping business owners level up leadership and strategy (called Vistage in the U.S.).

Southbrook Accounting – Nathan’s accounting firm providing financial clarity, bookkeeping, and strategic CFO support for landscape contractors.

Who: The A Method for Hiring by Geoff Smart – A practical guide to hiring based on defining success outcomes, not just filling seats.

ITR Economics Podcast – Weekly economic insights to help you forecast smarter and make better business decisions.

Life Renewal Course – A 28-week Christian self-discovery and emotional health course that helped Nathan reconnect with purpose and balance.

Topics Discussed:

[00:41] Meet Nathan Helder
How he acquired a 50-year-old landscape business with no money down—and grew it to $16M in sales.

[02:31] Knowing When to Exit
Why Nathan chose to step away instead of pushing for $30M—and what came next.

[04:25] Losing (and Finding) Your Mojo
How burnout led Nathan to personal development, clarity, and a life with more intention.

[07:20] The Real Growth Constraint
Why leadership maturity—not sales—is what caps most landscaping businesses.

[11:35] The Power of Peer Groups
What Nathan learned from 10+ years in TEC—and why he’s still a member today.

[14:49] The Self-Awareness Litmus Test
Ask yourself: What gives you energy? What drains it? Then align your role accordingly.

[21:04] Delegate and Empower the Right Way
If you don’t define success, you’re setting your team (and yourself) up to fail.

[27:31] Why Most Financials Are Broken
Two common gaps in landscape accounting—and how they sabotage business decisions.

[33:26] Take Cash Out of Your Business
How Nathan used debt strategically to invest outside the business and protect his future.

[36:55] Debt as a Discipline Tool
Why having a line of credit forced better habits—and why too much cash can make you soft.

[39:22] Final Thought: Leadership Is the Lid
If your business isn’t growing, the first thing to level up is usually you.

Actionable Key Takeaways:

You are the lid. Your leadership capacity defines your company’s growth ceiling—face it, fix it, or step aside.

Use energy as a compass. Get brutally honest about what fuels you and what drains you—then build a team around your gaps.

Define success clearly. A vague job description isn’t enough. Outline exactly what success looks like for each role.

Don’t trust your numbers blindly. Most QuickBooks setups are wrong for landscaping—get expert help to clean it up.

Profit = power. You can’t reinvest or de-risk your life if you don’t make margin. Growth without profit is just busywork.

Get your money out. Don’t let your business be your only asset—invest outside of it to protect your family and future.

Resources Mentioned in This Episode:

Knowledge Tree Consulting – Leadership and business coaching for construction and trades professionals.

McFarlin Stanford ACE Peer Group – A peer learning group helping landscape entrepreneurs level up operations and leadership.

SynkedUp – CRM and operations software that connects contractors and improves project workflows.

Winning with Accountability by Henry J. Evans – A must-read book for leaders building a culture of clarity and follow-through.

Huberman Lab Podcast – A science-backed podcast for improving personal performance, brain health, and productivity.

The Place We Find Ourselves (Adam Young Podcast) – A podcast about emotional health, self-discovery, and personal growth.

Topics Discussed:

[00:00] Meet Caleb Kangas of Third Space Design Build
How Caleb went from mowing lawns to building multimillion-dollar outdoor living spaces—and why he rebranded to reflect a new mission.

[03:00] The True Growth Bottleneck: The Owner
Why Caleb realized he was the reason growth had stalled—and how peer groups helped him face that.

[06:30] Coaches, Consultants, and Clarity
Why investing in external support is no different than buying a skid steer—it’s a tool to grow your business.

[09:00] Building a Network Through Events
How attending Unilock trainings and SynkedUp events helped Caleb build real industry relationships.

[13:30] Wearing 19 Hats Is Not a Badge of Honour
Breaking down responsibilities and offloading HR and estimating to reclaim time—and sanity.

[17:00] Hiring Remote Admin Support (and Why It Pays Off)
How Caleb outsourced 20 hours/week for ~$1,000/month and freed himself up to close more deals.

[19:30] Why Fast Lead Response Wins More Jobs
5–10 minute follow-up = trust + conversion. Caleb’s team hits every lead with text, call, and email.

[22:30] Shifting Into CEO Mode
Letting go of the day-to-day so he can finally plan for 3, 5, and 10 years ahead.

[25:00] Invest in People > Tools
Third Space is putting budget into designers, not equipment—because people scale faster than excavators.

[28:00] Culture Is the Ultimate Asset
5 weeks PTO, health benefits, meals, and full uniforms—why happy crews = happy clients.

[31:30] Clarity Over Control
How showing a foreman what a great email looks like led to consistently excellent client communication.

[35:00] Sales System Goals for 2026
Why speeding up the design-to-proposal timeline to 7 days could massively increase conversions.

[39:00] The Truth About AI in Landscaping
Caleb’s team is dabbling in AI for content and workflows—but time is the barrier to full adoption.

[43:00] Leading Yourself First
Why self-work, emotional growth, and reflection are critical for becoming the kind of leader your team needs.

Actionable Key Takeaways:

You are the bottleneck. Recognize what you're clinging to that’s holding your business back—and let it go.

Hire the help. A $26K/year admin can help you win hundreds of thousands in new business.

Fast follow-up = massive conversion lift. Responding within 5–10 minutes gives you a serious edge.

Show what good looks like. Don’t just ask for emails, proposals, or processes—model them.

Invest in team, not tools. People unlock scale; machines don’t follow up with leads.

Use culture as a strategy. Uniforms, benefits, PTO, and tacos are small investments with big retention ROI.

Don’t delay on AI. Even if it’s small, start integrating it now—your future team will thank you.

Resources Mentioned in This Episode:

Ultimate Landscape Academy – Andrew’s coaching platform helping landscapers design businesses (and lives) that don’t burn them out.

The Slight Edge by Jeff Olson – The book that reframes success as a result of tiny, consistent, easy-to-ignore habits.

How to Win Friends and Influence People by Dale Carnegie – The timeless communication guide every leader needs.

Meditations by Marcus Aurelius – Andrew’s go-to resource for stoic mindset, perspective, and internal discipline.

ULA Spreadsheets – Estimating, job tracking, and overhead recovery tools Andrew built after running a $500K biz with $0 to show for it.

QuickBooks – Used with ULA tools to track real profit, not just cash flow.

Topics Discussed:

[00:00] Meet Andrew Letersky of Ultimate Landscape Academy
From mowing lawns at 12 to coaching landscapers across North America on leadership, habits, and profitability.

[06:06] Why ULA Exists
After seeing how real change impacted families—not just businesses—Andrew made coaching his full-time mission.

[10:06] The Real Bottleneck? You
It’s not systems. It’s not your team. It’s your mindset, your habits, and your leadership.

[12:24] Stop Skipping Meetings With Yourself
You wouldn't cancel on your crew—so why do it to yourself?

[14:24] Two Things Most Owners Ignore
Your health and your financials. One drains your energy, the other kills your business.

[17:02] Discipline Starts With Perspective
Andrew walks through the mental shift that gets owners out of excuses and into action.

[23:03] That Money in Your Account? It’s Not All Yours
Andrew explains why knowing your overhead and tracking job costs is the key to real profit.

[25:17] How to Get Clear on Profit (Finally)
The spreadsheet stack that tells you what’s fixed, what’s variable, and what’s yours.

[27:11] Charge for Depreciation
If you're not pricing to replace equipment, you're funding tomorrow’s costs with today’s profit.

[30:22] Leadership Styles that Actually Scale
Supportive and democratic leadership unlocks problem-solving teams—and gets you out of the weeds.

[34:03] Don’t Rob Your Team of Growth
Let them try. Let them fail. Let them learn. You’re building intuition, not just projects.

[36:12] Where to Start With Leadership
Ask yourself—or your spouse—where your leadership could level up. Spoiler: it’s probably communication.

[39:34] Favorite Wisdom & Reads
Carnegie, Aurelius, and Olson round out Andrew’s playbook for leading others by leading yourself first.

Actionable Key Takeaways:

You are the bottleneck. Shift your mindset, upgrade your habits, and level up your leadership to grow.

Your word to yourself matters. Show up for the meeting with yourself just like you would a client or crew.

Neglecting your health = draining your energy. Tired leaders don’t make good decisions.

That bank balance is lying. Know your fixed costs, track job costs, and forecast profit like a pro.

If you’re not charging for depreciation, you’re paying for it later. Build it into your pricing now.

You can’t scale with a team that just takes orders. Ask questions, build confidence, and support their growth.

Start small. Stay consistent. That’s where real momentum (and real change) comes from.

“Half of business is just answering the phone. If you’re not, you’re losing money.” — Johnny Day

Resources Mentioned in This Episode:

AdvancedAdministrations.com – Angelica and Johnny’s remote admin service helping landscapers scale by systemizing sales, admin, and operations.
Buy Back Your Time by Dan Martell – The foundational read that inspired Angelica to launch a business focused on reclaiming time and control.
Patrick Bet-David (Valuetainment YouTube) – Johnny’s go-to for strategy, leadership, and knowing when to fire someone.
SynkedUp – CRM platform frequently used by clients to manage estimates, scheduling, and job costing.
Grok (via xAI) – Elon Musk's AI assistant that Johnny used to analyze his business strategy.
ChatGPT – The AI tool Johnny and Angelica use to build workflows, clean spreadsheets, and automate tasks.

Topics Discussed:

[00:00] Meet Angelica & Johnny Day of Advanced Administrations
How a side hustle turned into a company supporting landscapers across the U.S. with trained remote admins and rock-solid systems.

[03:53] The Real Growth Blocker? Lack of Systems
It’s not about effort—it’s about process. Owners with the willingness to systemize win.

[07:46] Signs You Need Admin Help
Missing calls. Invoicing at 9PM. No time for kids’ games. If this sounds familiar, it’s time.

[09:33] The First System You Need: A Sales Pipeline
Most owners “have a process”—in their heads. Johnny walks through how to get it out and make it repeatable.

[13:48] Missed Calls = Missed Revenue
You’re paying for leads. Not answering the phone is just burning cash.

[15:04] What a Real Sales Process Looks Like
From discovery call to closed deal, Angelica and Johnny share the actual stages that create clarity and momentum.

[21:40] Project Pipeline: It’s Not Just Sales
How workflows and automation keep crew tasks clear, client updates timely, and owners out of the weeds.

[23:46] “I Didn’t Know Admins Could Do That”
Permits, invoices, proposals, task tracking. Trained admins do more than just answer phones.

[25:33] When It’s Time to Get Help
If you’re behind on invoicing or tracking payments, that’s your sign. You need support—yesterday.

[30:33] AI + Admin = Power Combo
From updating spreadsheets to designing workflows, AI is a force multiplier—if you’re willing to use it.

[36:33] Favorite Wisdom & Inspirations
Angelica: Buy Back Your Time by Dan Martell.
Johnny: Patrick Bet-David on growth, firing, and playing chess with your org chart.

Actionable Key Takeaways:

Missed calls are missed money. Admins ensure no opportunity goes unanswered.

You can’t scale a process that lives in your head. Write it down. Systemize it. Delegate it.

Admins do more than answer phones. From proposals to permits, trained support buys back your time and peace of mind.

A sales pipeline should be visual and step-by-step. Clarity here makes delegation—and closing—way easier.

Automate everything you can. Use forms and tech to streamline communication and follow-up.

You’re not too small. If you’re doing $500K+ and still buried in admin, it’s time to offload.

AI won’t replace you—but it can free you. Use it to create strategies, fix spreadsheets, and fast-track system building.

“If you’re not making enough money—just charge more.” — Jordan Upcavage

Resources Mentioned in This Episode:

GS TrackMe – GPS and camera tracking system for fleet safety, driver accountability, and insurance protection.
SingleOps – CRM and operations software used to track leads, job progress, and client communication.
Jeffrey Scott Roundtable – Where Jordan first heard the idea of charging consult fees—and implemented it immediately.
ISA (International Society of Arboriculture) – Arborist association behind events like Trees Florida.
Green Side Up Podcast – Jordan and Jason’s industry podcast—raw, real, and ridiculously entertaining.
Independent Tree Service – Jordan’s Tampa-based, $4M tree care company. Website: independenttreeservice.com

Topics Discussed:

[00:00] Meet Jordan Upcavage of Independent Tree Service
How Jordan rebuilt a family business after a total team meltdown—and scaled it to 5 crews and 10 arborists.

[10:33] Engineering Trees & Bracing Systems
Cabling, lightning protection, and propping up 50-foot trees with zinc rods—Jordan doesn’t do ordinary.

[12:25] The Real Growth Constraint: You
It’s not the labor pool or cash. It’s the owner's fear of trying something new—and doing the hard stuff.

[26:35] The $80 Lesson That Changed Everything
Jordan shares how undercharging as a young landscaper taught him the value of his time and knowledge.

[30:12] Charging for Consults Changed the Game
How a $50 consult fee filters tire-kickers, increases trust, and improves close rates—all without hurting leads.

[39:36] How Jordan Stays Sharp as the Business Grows
Investing in team development keeps him focused—and future-proofs the business.

[44:32] Don’t Fear Competition—Build It
Jordan’s philosophy on training people who might leave: good for them, good for the industry, good for you.

[45:46] The Triple-Tap Google Review Strategy
In-person ask, follow-up call, and invoice reminder—how Jordan’s team generated 595+ five-star reviews.

[50:00] Launching a Website in Under 10 Days
Jordan dishes on why his new site went live fast (and what other companies are doing wrong).

[52:18] Favorite Wisdom: Keep It Simple
“If you’re not making enough money—just charge more.” Timeless advice from Jordan’s dad.

Actionable Key Takeaways:

The #1 growth constraint is you. Business owners who don’t try new things or take risks stay stuck.

Charge for consults. A $50 fee weeds out low-quality leads and boosts respect for your time.

Undervaluing yourself is expensive. Know what your expertise is worth—and price accordingly.

Build a team of killers. Jordan trains his crew to become certified arborists and future leaders.

Get reviews the human way. Ask in person, follow up by phone, and include it in the invoice.

Referrals > Ads. Delivering a stellar customer experience leads to word-of-mouth that can’t be bought.

Let people leave better than they came. Training someone who eventually starts their own business is a win—not a loss.

“You can teach horticulture. You can’t teach passion for people.” — Kim Hartman

Resources Mentioned in This Episode:

Aspire & LMN – ERP platforms used by landscape businesses to track performance, manage projects, and mine customer data more effectively.
iLandscape Tradeshow – One of the top green industry trade shows in North America, held annually in Schaumburg, IL. iLandscape Website
Stephen Covey – The 7 Habits of Highly Effective People – A timeless leadership resource cited by Kim as a key influence.
Cultivate – Industry event where AI applications in landscaping were discussed, especially in the grower segment.
Landscape Illinois – Newly unified industry association serving over 1,000 members across all sectors in Illinois. Landscape Illinois Website

Topics Discussed:

[00:00] Meet Kim Hartman of Landscape Illinois and Rossboro Partners
How Kim transitioned from HR consultant to landscape industry leader—and why communication never left her toolkit.

[02:00] Why Landscape Illinois Was Born
The behind-the-scenes journey of merging two associations to better represent the full green industry in Illinois.

[05:00] Building a Tradeshow that Rivals the Best
How iLandscape became one of the top 3 industry shows in North America—with 7,000 attendees and 60+ sessions.

[08:00] The Real Growth Bottleneck: Middle Management
Why account managers, operations leaders, and sales staff—not crew or owners—are the missing growth link.

[11:00] Training = Retention + Growth
How Rossboro Partners created a Director of Team Development role to upskill internally and drive culture.

[14:30] Business Education is Finally Getting Its Spotlight
Why leadership, marketing, and finance sessions are now as packed as design workshops at conferences.

[16:30] Sales is Human Again
Face-to-face time, targeted marketing, and client audits are working better than wide-net funnels.

[18:00] Site Audits: The $250 Strategy That Makes $8K
Why getting on-site with past clients is one of the best upsell strategies—and how to calculate ROI.

[21:30] AI in Landscaping: Curious, But Cautious
Where AI is showing up (job descriptions, inventory management, early design prompts) and where it’s falling short (tone, trust, context).

[28:00] How to Get More From Your Association
Kim breaks down how Landscape Illinois builds programming for everyone—from field staff to future board members.

[33:00] Why More Leaders Should Join Committees
How serving on a committee can unlock industry relationships, career growth, and real influence.

Actionable Key Takeaways:

Middle management is make-or-break. Companies stuck at a growth plateau often lack skilled ops leaders and account managers.

Grow leaders from within. Operational roles are best filled by people who already understand the industry’s seasonality and pace.

Retention starts with development. Regular reviews, mentorship, and KPIs create a culture that top performers want to stay in.

Smarter sales = more revenue. FaceTime, site audits, and client re-engagement beat wide-net marketing every time.

Use your data before you chase new leads. Mine your CRM or ERP to upsell existing clients with relevant offers.

AI is a tool, not a shortcut. Use it to save time—but validate outputs and pair it with real expertise.

Associations are growth accelerators. The most successful landscape companies are deeply involved in their associations—for a reason.

“Once you get your pricing model right, you’ll see how much you’re losing on jobs that looked profitable.” — Mark Tipton

Resources Mentioned in This Episode:

Aspire – Business management software for landscape contractors, streamlining everything from job costing to invoicing. Aspire Website
Service Titan – Platform supporting a wide range of trades, including landscaping, to improve operations and growth. Service Titan Website
Seth Godin’s Books – Insights on culture, leadership, and how to stand out in your industry. Seth Godin Books
John Goal’s Leadership Insights – John’s contributions to Aspire’s culture, particularly his famous "We never walk alone" mantra. Aspire Blog
Aspire Blog – Industry insights and reports on landscape business management and growth. Aspire Blog

Topics Discussed:

[00:00] Meet Mark Tipton and Whitney Griffin
Leaders at Aspire, a business management software company for landscape contractors.

[01:30] Mark’s Journey from Software to Aspire
Mark shares how he transitioned from custom software development to founding Aspire, which serves the landscape industry.

[04:00] Aspire’s Core Focus: Job Costing and More
How Aspire’s software helps landscape contractors with everything from sales to invoicing and reporting.

[07:30] Aspire’s Growth and Industry Impact
How Aspire has grown to serve over 1,000 contractors, revolutionizing how the industry handles business management.

[11:30] The Industry’s Primary Growth Constraints
Mark reveals that the biggest challenges now facing landscape contractors are growth and marketing underinvestment.

[13:00] Marketing Investment vs. Growth
The correlation between spending on marketing and business growth—contractors need to invest more.

[16:00] The Importance of Overhead Recovery
How contractors must account for all overhead costs in their pricing model to avoid losing money on jobs.

[18:00] Managing Labor Inefficiencies
How improper labor management and underbidding are limiting growth for many landscape businesses.

[21:00] Materials Management and Change Orders
Why managing materials costs and change orders is crucial for keeping margins intact.

[23:00] Using AI to Improve Efficiency
How Aspire is integrating AI to help contractors automate tasks like measurements, emails, and sales coaching.

[26:00] Aspire’s Role in Helping Contractors Grow
How Aspire’s platform offers visibility into profitability, making it easier for contractors to manage labor and overhead.

Actionable Key Takeaways:

Accurate job costing is essential for profitability. Understand all costs—including overhead—before bidding.

Marketing matters. Contractors need to invest in marketing to generate leads and grow their businesses.

Time management is key. Labor is your most expensive cost—stop wasting it on inefficient processes.

Track all costs, including overhead. Make sure your pricing covers everything, or you’ll end up paying to work.

Use AI to improve workflow. Automate repetitive tasks like measurements and email writing to save time and increase efficiency.

Build a culture of transparency and accountability. Use systems to track and manage labor and job costs effectively.

Adapt to economic changes. Be flexible with your pricing and inventory management to accommodate changing costs.

“The biggest bottleneck is usually the owner. If you want it done right—write it down, shoot a video, and delegate.” — Sal Hernandez

Resources Mentioned in This Episode:

GroXmart – Sal’s business coaching company for contractors

Pacific Breeze Building Solutions – Sal’s former design-build landscaping company

E-Myth Revisited by Michael Gerber – A must-read for entrepreneurs stuck working in their business

Traction by Gino Wickman – EOS guide to gaining clarity and control

QuickBooks – Recommended tool for tracking job costs and profit margins

CLCA (California Landscape Contractors Association) – Association that connected Sal to mentors and scaled his business

HGTV Appearances – Sal appeared in episodes with other contractors, gaining credibility and reach

Facebook Community Groups & Nextdoor – Sal’s early marketing platforms to build trust and local visibility

Topics Discussed:

[00:00] Meet Sal Hernandez
Veteran, entrepreneur, and systems-driven coach helping contractors grow and get out of their own way.

[02:30] From Lawn Care to $3M Design-Build Firm
Sal shares how he scaled Pacific Breeze by listening to market demand and layering in design and hardscape services.

[07:30] Residential to Commercial Shift
Why Pacific Breeze pivoted to commercial jobs: fewer emotions, better margins.

[11:00] Birth of GrowXmart
How Sal turned his experience into a coaching company—without even planning to.

[14:00] Why Owners Are the Bottleneck
Most inefficiencies stem from owners refusing to delegate or document processes.

[17:30] Leading Former Peers with Respect
How Sal created separation from field to office while maintaining team trust.

[20:30] The Power of “We” in Leadership
Military lessons on team ownership that built buy-in and loyalty.

[23:00] Training > Perfection
Mistakes are learning expenses—as long as your team actually learns from them.

[27:30] Your Leads Aren’t the Problem
Why slow lead response is costing businesses more than they think.

[30:00] Real-World Job Costing Systems
How Sal used QuickBooks and a great bookkeeper to fix margin mistakes in real time.

[32:00] Plugging Time Leaks
From delivery inefficiencies to underutilized crews, Sal breaks down where time (and profit) is lost.

[34:00] Military Discipline in Business
How folder structure, admin systems, and showing up on time builds trust and profit.

[36:00] Building a Brand Through Community and Consistency
From Facebook groups to HGTV appearances—Sal’s slow and steady marketing playbook.

Actionable Key Takeaways:

Write it down, then delegate. If you’re still explaining things in person, you’re not scaling—you're babysitting.

Time is your most expensive line item. Don’t waste labor on runs to Home Depot or unclear next steps.

Use “we” to lead better. Inclusive language builds stronger crews and makes transitions smoother.

Emergency service = emergency response. If you’re not first, you’re forgotten.

Systems aren’t optional. If it’s not documented, it’s not repeatable—and it’s costing you money.

Mistakes are training expenses. Let your team learn (with limits) and gain compounding returns.

Marketing doesn't have to be flashy. Show up, serve well, and tell your story—you’ll grow through trust.

“You already know what to do. You're just afraid to do it.” — Heather Jerrard

Resources Mentioned in This Episode:

Hops and Hedges – Heather’s podcast where landscaping pros crack open a beer and share real business insights (Spotify, Apple, etc.).

My Landscape Artist – Heather’s design and consulting studio offering residential landscape design and B2B support.

Feel the Fear and Do It Anyway by Susan Jeffers – A powerful read on making bold decisions even when fear is present.

The 10X Rule by Grant Cardone – A book that challenges you to set bigger goals and think differently to reach them.

The Shift Collective – Coaching organization where Heather learned the difference between time and energy management.

Landscape Ontario Peer to Peer Network – A welcoming community for senior managers and owners in the green industry.

Topics Discussed:

[00:00] Meet Heather Jerrard
From 30 jobs by age 26 to owning her lane in landscape design, Heather shares how entrepreneurship found her.

[04:10] Who Heather Works With
DIY homeowners, full-service design clients, and B2B support for landscapers without in-house designers.

[06:30] Starting a Podcast on a Dare
The unexpected lunch at Landscape Ontario Congress that led to 60+ episodes of Hops and Hedges.

[11:20] The Real Growth Constraint: Yourself
Heather’s take? It’s not the market. It’s fear—and your own resistance to doing the thing you already know you should.

[17:25] Progress, Not Perfection
The mindset shift that saved her business (and maybe her life): action matters more than getting it right the first time.

[20:00] Energy Management Over Time Management
How understanding her energy cycles unlocked better productivity and lowered stress.

[24:45] Managing Team Efficiency
The ROI of knowing your team’s peak energy periods—and when they’re just killing time in a truck.

[28:00] AI in Design
Why AI can’t replace real-world buildability (yet), but can help speed up early-stage concepting.

[34:15] Designing for Mental Health
Heather’s advocacy for mental health and LGBTQ+ inclusion, and how it weaves into her podcast and design work.

Actionable Key Takeaways:

Manage your energy, not just your time. Book high-output tasks during your natural peak hours.

Stop waiting for perfect—just start. You’ll learn more doing the thing than researching it to death.

Fear is the biggest growth killer. Most of us already know what to do—we’re just afraid to do it.

Use AI for inspiration, not execution. It can help uncover client tastes, but it can’t create buildable plans.

Your team doesn’t run on autopilot. Observe when they’re actually productive and adjust workflows accordingly.

Mental health isn’t a bonus topic. It’s essential to entrepreneurship and your team’s long-term performance.

10X goals unlock creative thinking. Even if you fall short, you’ll land further than playing it safe.

Resources Mentioned in This Episode:

Marty Grunder / Grow Group – growgroupinc.com
Used as an example of someone growing their business through relationship-based sales (like golf clubs).

Oasis Turf & Tree – oasisturf.com
Known for bold, effective truck wraps that still look professional.

SynkedUp – synkedup.com
A simple job costing tool built specifically for landscaping companies.

LMN – golmn.com
A leading job and project management platform for the landscape industry.

Aspire – youraspire.com
A business management platform helping landscapers track leads, jobs, and profitability.: 

Topics Discussed:

[00:00] Why Most Landscapers Stay Under $1M
Rob kicks off with the biggest constraint holding landscape businesses back: not having a solid customer acquisition system.

[01:51] Why This Episode Exists
Dozens of sub-$1M companies are asking for help — Rob lays out a framework that actually works.

[02:28] Rule 1: Show Up, Smile, Follow Through
Doing what you say you’ll do when you say you’ll do it puts you in the top 10% — and builds trust faster than any ad.

[03:05] Rule 2: Marketing 101 — Go Where the Clients Are
Rob explains how hanging out where high-value clients spend time (golf clubs, fundraisers, shows) leads to deals.

[04:25] Rule 3: Wrap Your Truck (Yes, Really)
Subtle branding won’t cut it — a wrapped truck is a rolling billboard that creates visibility and memorability.

[05:02] Follow-Through Beats Flash
Rob shares how asking clients what they actually value changed his understanding of what wins business.

[07:08] Rule 4: Get More Google Reviews
Reviews build trust instantly. Rob shares tactics that make it dead simple for clients to leave them.

[08:18] Pick a Social Platform and Stick With It
Don’t go wide. Rob recommends choosing one platform (like Instagram) and staying active.

[12:58] Rule 5: Be Organized and Follow Up Fast
Fast follow-up = more closed deals. Rob lays out how CRMs and automation can prevent missed opportunities.

[15:46] The $45K Hire That Could Add $200K+ in Revenue
A dedicated admin to respond fast and follow up can more than pay for themselves in a single season.

[16:38] Know Your Numbers or Risk Going Backwards
Rob covers tools to track labour, materials, and profit, because guessing is not a strategy.

[17:08] The Final Recap
A bold truck, a solid CRM, a few reviews, and doing what you said you'd do — that’s the $1M foundation.

Actionable Key Takeaways:

• Follow through builds trust. Most landscapers fail here — being reliable is your unfair advantage.
• Find your ideal clients and be where they are. Golf clubs, events, fundraisers — this is networking, not luck.
• Invest in truck wraps that stand out. If people can’t see your brand, they won’t remember it.
• Ask for reviews in the moment. QR codes and quick prompts make it frictionless for clients to leave 5 stars.
• Use a CRM to respond to leads fast. Contacting someone within 5 minutes makes you 400x more likely to reach them.
• Follow up at least 5–8 times. Most sales happen after multiple touchpoints — don’t stop too soon.
• Hire someone to answer the phone. A responsive admin could add hundreds of thousands to your bottom line.

Resources Mentioned in This Episode:

Wilson360 – Robert’s coaching and consulting firm focused on scaling green industry businesses.

Commercial Landscaper Podcast – Robert’s show featuring industry leaders and insights: search on your favourite platform.

The Ultimate Sales Machine by Chet Holmes – Book that transformed ILM’s sales strategy.

Simple Numbers by Greg Crabtree – Financial strategies and insights for growing companies.

Who Not How by Dan Sullivan – Book about unlocking growth through the right people.

Entrepreneurs’ Organization (EO) – Global peer group network for business owners.

Inner Metrics / Advanced Insights – Personality assessment tools Robert uses to match people to the right roles.

Scaling Up Talent Assessment Tool – A quadrant chart for evaluating team fit and performance (ask Robert for access).

Topics Discussed:

[00:00] Meet Robert Clinkenbeard
From Scotland to Arizona, Robert’s 40-year green industry journey spans ValleyCrest, ILM, and now Wilson360.

[01:47] What Wilson360 Does
Peer groups, coaching, and consulting for landscape businesses ready to scale.

[03:12] The #1 Growth Constraint: People
Growth problems always come back to team issues—especially at the leadership level.

[06:00] Common Blind Spots in Landscape Businesses
Misplaced loyalty, no financial visibility, and zero sales strategy top the list.

[09:45] Fixing Loyalty Problems with Org Charts + Assessments
Don’t assign names—assign roles first. Then match team members to the right seats.

[14:14] Your Financials Might Be Lying to You
If your profit is under 8%, you're bleeding—and your team probably thinks you're rich.

[19:59] Where to Find $150K in Waste
Robert breaks down a case study in savings from optimizing truck routes and idle time.

[22:27] Sales Execution Wins
Fact sheets, fast proposals, and budget spreadsheets skyrocketed close rates from 30% to 70%.

[28:38] No Ads, Just Relationships
Robert used events, partnerships, and a Top 50 target list to grow ILM’s client base.

[32:57] Right People, Right Seats: Talent Assessment Tool
The simple quadrant Robert uses to separate A-players from costly C-players.

[36:44] The Power of EO + EMP
Why joining EO and attending the Entrepreneurial Master's Program was a game-changer for Robert.

Actionable Key Takeaways:

• Rebuild your org chart around roles, not names—then assign the best-fit people.
• Use a talent assessment quadrant to sort A, B, and C players based on values and output.
• Stop hiding your financials—educate your team and hold them accountable to performance.
• Create a sales playbook with tools, scripts, and FAQs to increase close rates and speed.
• Develop a Top 50 target list and go all-in on personalized relationship-building strategies.
• Cut hidden costs by tracking idling, routing, and fleet performance—it adds up fast.
• Tie bonuses to real financial metrics to drive alignment, ownership, and healthy margins.

Resources Mentioned in This Episode:

• Aspire Software
• NALP – National Association of Landscape Professionals
• EverydaySpy Podcast by Andrew Bustamante
• PropertyIntel – Measuring for Estimates
• ServiceTitan

Topics Discussed:

[00:00] A Chance Meeting in Costa Rica
How Rob and Jon met at the NALP Leaders Forum and connected over the future of landscaping.

[01:06] From Spanish Major to Landscape Operations
Jon shares his surprising path into the green industry and how it shaped his career.

[03:01] What’s Actually Holding Growth Back
Why most companies hit a ceiling—and how expanding your perspective can change the game.

[06:38] Embracing Tech Without Feeling Overwhelmed
Why some companies hesitate, and what small step can help you start moving forward.

[10:44] You Don’t Have to Know It All—But You Have to Support It
How great leaders empower others to adopt systems and drive real change.

[13:13] What Makes New Systems Stick (or Fail)
Culture, clarity, and support from the top—Jon breaks down what really makes a difference.

[16:44] If It’s Not Written Down, It’s Not a Process
Why documenting your steps—good or bad—is essential for growth and change.

[20:06] Daily Habits That Support the Whole Team
Jon shares how small actions upstream make things easier downstream.

[21:04] Lessons from Navy SEALs and Disaster Response
How a culture of planning helps companies navigate the unexpected.

[23:41] Industry Headwinds to Watch in 2025
From labour to materials, Jon outlines what landscape leaders need to be prepared for.

[25:05] Why Diversifying Services Matters More Than Ever
Balancing construction, maintenance, and new offerings to stay agile in a shifting market.

[26:34] Reframing the Industry to Attract Talent
How changing the language around roles can change public perception—and recruitment success.

[29:00] Training the Next Generation with Aspire
Aspire is equipping students with hands-on software experience at 25+ universities and counting.

[34:44] What’s Next for Aspire
AI tools, ServiceTitan integrations, and tools to serve both residential and commercial contractors.

[36:58] The Power of Asking Better Questions
How one podcast changed the way Jon listens, learns, and leads.

[39:00] Final Thoughts: “We Never Walk Alone”
Jon shares a reminder about the power of team and support in business growth.

Actionable Key Takeaways:

• You don’t need to be tech-savvy to lead—just supportive.
  The companies winning with software aren’t led by coders. They’re led by owners who empower the right people internally.
• If your processes aren’t documented, you’re not ready to grow.
  You’re already doing the work—writing it down makes it repeatable, trainable, and scalable.
• Culture beats tools. Every time.
  Software won’t save a team that doesn’t trust each other. Alignment, encouragement, and accountability come first.
• Borrow from the best—especially outside your region.
  Landscaping businesses grow faster when they look beyond their local market and learn from others doing it differently.
• Contingency planning isn’t optional anymore.
  Whether it’s labour shortages or material delays, the businesses that think like Navy SEALs—with backup plans—are the ones that survive.
• Support the next generation by making this industry aspirational.
  Shift your language. “Water management expert” sounds like a career. “Irrigation tech” doesn’t.
• Aspire is building future leaders now.
  With Aspire in over 25 universities and high schools, the next wave of landscaping professionals is entering the field with real tools—and real training.

• Bob Maffei – Landscape consultant and mentor
• NALP (National Association of Landscape Professionals)
• LINLA (Long Island Nursery & Landscape Association)
• QuickBooks – Accounting software
• EOS (Entrepreneurial Operating System) – Mentioned as a future implementation goal

Books:

• Traction by Gino Wickman
• 10x Is Easier Than 2x by Dan Sullivan & Benjamin Hardy
• Boss LM – Landscape management software

Topics Discussed:

[01:20] From Lawn Mowing to Landscape Leadership
Stephen shares how he started mowing lawns as a teenager and eventually grew a multi-million dollar landscape business.

[04:50] Two Businesses, One Vision
How a zoning requirement led to opening a nursery that now supports his full-service landscape company.

[05:56] Firefighting, Family, and Finding Balance
Stephen talks about volunteering as a firefighter for over 20 years while running a busy business.

[07:35] The Real Growth Constraint? You.
Letting go of control was the turning point in Stephen’s leadership journey—and his biggest challenge.

[09:30] Mentorship That Hits Hard
A consultant’s blunt feedback changed everything. Sometimes you need someone to tell you you’re the problem.

[13:23] Brutal Honesty from Your Team
How third-party-facilitated feedback opened Stephen’s eyes to how he was unintentionally holding people back.

[17:00] Hiring Fast Isn’t the Problem—Firing Slow Is
Why hiring for fit matters more than resumes, and how to quickly spot when someone’s not a match.

[19:19] From Order-Taking to Proactive Sales
Stephen shifts from waiting for the phone to ring to building a sales pipeline through relationship-based commercial outreach.

[21:45] Freedom Through Structure
Why clearly defined deliverables and KPIs are the secret to stepping back without losing sight of performance.

[25:23] The Red Sharpie Test
A simple color-coded system on a shop scoreboard motivates crews and creates accountability in a powerful way.

[26:39] Association Involvement Is a Game-Changer
Stephen shares how being active in industry organizations helped build relationships, credibility, and personal growth.

[30:00] Books That Shape Better Leaders
Stephen is diving into Traction, and 10x Is Easier Than 2x to build systems and scale smarter over the next decade.

Actionable Key Takeaways:

• Let Go to Grow: The biggest barrier to scaling may be you. Delegate and trust your team.
• Get Brutally Honest Feedback: A mentor gathering candid team feedback can reveal hidden obstacles.
• Scoreboard Accountability Works: Simple visual tools (like Sharpie-coloured scoreboards) build peer-driven motivation.
• Prioritize Culture Fit in Hiring: Skills can be taught—attitude and alignment matter more.
• Join Associations: Industry connections and peer learning can fast-track your success.
• Shift from Order-Taking to Sales: Actively pursue growth opportunities—don't wait for the phone to ring.
• Set Clear Deliverables: Defined KPIs linked to raises and reviews help your team stay aligned and accountable.

Resources Mentioned in This Episode:

• LiveSwitch – liveswitch.com
  • 🎁 Get a $250 gift card with this referral link
• How to Win Friends and Influence People by Dale Carnegie
• Think and Grow Rich by Napoleon Hill
• Brian Hamilton Foundation – brianhamilton.org

Topics Discussed:

[00:00] Introduction
Rob welcomes listeners and introduces Brian Hamilton:

Brian Hamilton is a nationally recognized entrepreneur, philanthropist, and advocate for small businesses. He co-founded Sageworks, one of the first fintech companies in the U.S., which was successfully acquired in 2018. Today, he is the founder of LiveSwitch, a leading communications platform using instant video to help home service businesses grow faster and smarter.

[01:38] From Snow Shovels to Startups
Brian shares how he went from shovelling driveways to building a tech company with a global footprint.

[06:25] What the Heck is LiveSwitch?
LiveSwitch helps landscapers do virtual estimates, document job progress, and even capture before-and-after footage for marketing—all through video.

[08:00] The Real Growth Killer: Not What You Think
Spoiler alert: it’s not money or employees—it’s a lack of business knowledge.

[09:42] The Only Two Skills That Matter
You want to grow from 10 to 50 employees? You’d better get sharp at leading people and wowing customers.

[12:43] The Mirror Doesn’t Lie
Why being a better boss starts with being honest about your own blind spots.

[19:20] Guard Your Mouth, Grow Your Culture
If you bash your customers in front of your crew, your team will follow your lead (and not in a good way).

[22:42] Do the Work Even If No One’s Watching
A landscaping story from high school reminds Brian why integrity still matters most.

[30:41] Train the Person, Not Just the Role
Developing your team means investing in who they are—not just what they can do with a shovel.

[36:00] Must-Read Business Classics
Brian’s two go-to books for any entrepreneur:
• How to Win Friends and Influence People by Dale Carnegie
• Think and Grow Rich by Napoleon Hill

[37:38] The Brian Hamilton Foundation
Helping people escape poverty through entrepreneurship—not pity.

Actionable Key Takeaways:

• You don’t need more capital—you need more knowledge. Learn the business skills you’re avoiding.
• Obsess over customer service. Smile, show up on time, and do what you promised—basic, but rare.
• Self-awareness fuels leadership. Ask your team for feedback (even if it stings).
• Culture starts with you. Speak about clients with respect—your team will mirror your attitude.
• Your crew isn’t just learning tasks—they’re learning how to be better people. Invest in both.
• Use tools like LiveSwitch to save time, reduce costs, and show clients your work in real-time.

Resources Mentioned in This Episode:

Software Platforms: 

• LMN
• Aspire Software
• BOSS

Book: 

• Nuts! Southwest Airlines’ Crazy Recipe for Business and Personal Success

Associations: 

• National Association of Landscape Professionals (NALP)

Topics Discussed:

[00:00] Introduction
Rob Murray introduces the episode and welcomes Parke Kallenberg from Advanced Consulting Group.

[01:14] Parke’s Background in the Green Industry
Parke shares his career journey from Kim Lawn to Valleycrest and how he started Advanced Consulting.

[03:08] Opportunity vs. Capacity in Growth
Parke outlines the two key constraints holding landscape businesses back—opportunity and capacity—and why most owners overlook the latter.

[05:35] Cutting Unproductive Work
Why eliminating low-margin, low-value jobs is the key to freeing up capacity and growing profitably.

[07:15] Defining Scalable Work
The difference between scalable jobs and headaches—and how to spot the clients and projects that are worth keeping.

[09:23] Understanding Job Margins
Parke emphasizes the need for accurate job costing and explains why systems won’t fix flawed inputs.

[11:56] Moving Beyond Spreadsheets
Advice for transitioning from manual processes to professional software like LMN, Aspire, or BOSS—without making it harder than it needs to be.

[13:46] Custom Systems vs. Industry Software
The pros and cons of building your own system vs. using established tools—and the importance of team redundancy.

[16:43] AI in Landscaping
How forward-thinking companies are using AI for everything from research to field diagnostics—and the importance of maintaining critical thinking.

[20:31] Building a Sales Team from Within
What to look for in internal candidates, why EQ matters, and how to get out of the founder-led sales seat.

[24:53] Designing Smart Sales Compensation Plans
How to align incentives with company goals—beyond just revenue—by factoring in margin, client type, and relationship-building.

[30:15] The Role of EQ in Sales Success
Parke explains how emotional intelligence helps salespeople build trust with clients and crews—and why it’s a growth driver.

[33:39] Putting People First in Leadership
Why the best companies treat team members as internal customers and how leaders can start doing it daily.

[35:19] The Power of Saying No
Why "no" is a strategic growth move—and how knowing your value allows you to make better business decisions.

[37:13] Book Recommendation: Nuts!
Parke shares how the book about Southwest Airlines shaped his views on capacity, consistency, and company culture.

[39:06] How to Connect with Parke
Contact details for Advanced Consulting and why they’ll refer you to competitors if it’s a better fit.

Actionable Key Takeaways:

• Stop chasing every job—cut low-margin work to boost both capacity and profit.
• Evaluate clients based on scalability and route density, not just revenue.
• Start with spreadsheets that mimic software reports before investing in a system.
• Emotional intelligence (EQ) is more valuable than experience when building a sales team.
• Don’t pay commissions before money is received—align incentives with business health.
• Reward more than revenue—consider gross margin and relationship building too.
• Use AI as a research and efficiency tool, but maintain critical thinking in the field.
• Say “no” more often—it’s essential to build a streamlined, scalable company.

Resources Mentioned in This Episode:

Books:

• Good to Great – Jim Collins
• Built to Last – Jim Collins

Consulting & Mentorship:

• Knowledge Tree Consulting (Peter’s consulting firm)

Topics Discussed:

[00:00] Introduction
Rob Murray introduces the episode and guest, Peter Guinane, co-founder and CEO of Oriole Landscaping and Knowledge Tree Consulting.

[02:27] Scaling a Landscaping Business
Peter shares his journey, discussing the growth phases of Oriole Landscaping and the challenges of managing a growing team.

[03:56] The Biggest Bottleneck in Business Growth
Peter explains why most business owners hold their own companies back by trying to control everything instead of building a system that runs without them.

[07:22] Delegation & Building a Leadership Team
Peter talks about the importance of defining roles, creating clear responsibilities, and building a leadership pipeline to support business growth.

[12:49] Identifying & Empowering the Right People
How to recognize employees who want more responsibility, how to develop them, and why a clear growth path prevents turnover.

[17:08] The Fear of Training People Who Leave
Peter addresses the common fear of training employees only for them to start their own companies, and why it’s actually a net positive in the long run.

[22:07] The Perfection Trap & Letting Go
Many business owners struggle with delegation because they want things done their way. Peter explains why allowing mistakes leads to growth.

[25:52] Ensuring Quality Without Micromanaging
How to hold teams accountable while giving them autonomy, and why coaching is more effective than criticism.

[30:41] When to Let Someone Go
How to recognize when an employee is no longer the right fit, and how to handle the conversation professionally while preserving the relationship.

[36:21] The Tariff Situation & Business Planning
Peter discusses the potential impact of U.S. tariffs on the Canadian landscaping industry and why businesses need to focus on financial stability.

[41:54] The Importance of Cash Flow in Business Survival
Peter explains why "Cash is Oxygen" for businesses and shares strategies for maintaining financial flexibility during uncertain times.

[43:34] A Must-Read for Business Owners
Peter recommends Jim Collins’ books "Good to Great" and "Built to Last", essential reads for anyone looking to scale their business the right way.

[45:08] How to Connect with Peter
Peter shares how listeners can reach out for mentorship and consulting through Knowledge Tree Consulting.

Actionable Key Takeaways:

• Define Roles Clearly – List out every role in the company and assign responsibility, backup, and training roles.
• Delegate Effectively – Identify tasks that drain your energy and offload them first to create space for higher-level leadership work.
• Develop Your People – Provide growth paths for employees; otherwise, they may seek opportunities elsewhere.
• Allow Mistakes – Growth requires letting employees take ownership and learn from their mistakes rather than micromanaging.
• Regularly Inspect What You Expect – Implement quality control systems without micromanaging, and use inspections as teaching moments.
• Balance Sheet Matters More Than Growth Goals – Before aiming for aggressive expansion, ensure financial stability to withstand market fluctuations.
• Cash Flow Is King – Have liquid cash or backup assets ready to maintain business stability during downturns.
• Letting Go of Underperformers Is Necessary – Employees who stagnate or bring negativity to the team should be transitioned out humanely but decisively.
• Industry Challenges Are Constant – Be prepared for macro issues like tariffs or economic downturns by maintaining flexibility in contracts & pricing.
• Good to Great Thinking Wins – Business owners who document, delegate, and develop leaders will see long-term, sustainable growth.

Resources Mentioned in This Episode:

• "Inner Voice" by Russ Whitney
• Sales Assessment Tool: Objective Management Group (OMG) Sales Assessments
• Cold Calling Tips: Chet Holmes’ Ultimate Sales Machine
• LinkedIn for Sales: LinkedIn Sales Navigator

Topics Discussed:

[00:00] Introduction & Meet Doug C. Brown
Rob Murray introduces Doug C. Brown, CEO of CEO Sales Strategies, and sets the stage for an insightful conversation on revenue growth.

[00:43] Doug’s 60-Year Business Journey (Yes, Really!)
Doug shares how he started working at age 3 in his dad’s industrial machinery business and got his first taste of sales at just 6 years old.

[02:25] From Sales Rookie to Billion-Dollar Growth
Doug reflects on his experience scaling businesses—including one that sold for $2 billion—and his work with Tony Robbins and Chet Holmes.

[05:10] The #1 Growth Constraint in Business
Why most entrepreneurs (especially in the green industry) struggle to scale—hint: they don’t know their ideal right-fit buyer.

[06:48] Who’s REALLY Making the Buying Decisions?
It’s not just about targeting high-end clients—it’s about identifying the apex decision-maker in the sales process.

[08:44] Why Saying ‘Yes’ to Every Client is Killing Your Business
Doug explains why taking on non-ideal customers is like dating the wrong person—it might work short-term, but it’s a terrible long-term strategy.

[12:59] Finding More of Your Best Clients
How AI, data analysis, and real customer feedback can help pinpoint who your best clients are and where to find them.

[15:49] Cold Calling is NOT Dead—You’re Just Doing It Wrong
Doug debunks the myth that cold calling doesn’t work and shares the exact times and strategies to reach decision-makers successfully.

[19:33] Master Prospecting vs. Master Closing
Why a good prospector will outsell the best closer every time, and how shifting your focus to lead generation transforms sales results.

[24:43] Building a Rockstar Sales Team (Without Hiring the Wrong People)
The biggest hiring mistakes business owners make—and how to find hunters, closers, and relationship-builders who actually fit the role.

[30:19] Stop Capping Sales Commissions!
Doug explains why capping earnings drives away top performers and why the best sales reps want uncapped commissions and long-term growth.

[43:49] A Must-Read for Every Entrepreneur
Doug recommends Russ Whitney's “Inner Voice”, a book that challenges the way business owners think and make decisions.

[45:35] Where to Find Doug C. Brown
Doug shares his contact details and invites listeners to connect for sales coaching, training, and business growth strategies.

Actionable Key Takeaways:

• Identify Your Ideal Buyer – Stop guessing! Use data, AI, and customer interviews to create a clear buyer persona.
• Say No More Often – Taking on bad clients prevents you from finding better, higher-paying ones.
• Make More Calls – Cold calling still works when done right. Know who to call and when to call.
• Focus on Prospecting – A good prospector will always outsell the best closer. Prioritize lead generation.
• Hire for the Right Role – Don’t just hire “a salesperson”—hire hunters for prospecting and closers for closing.
• Don’t Cap Commission – Let your best salespeople make as much money as possible—everyone wins.
• Read "Inner Voice" by Russ Whitney – Success starts with mindset, not just strategy.

Resources Mentioned in This Episode:

• JeffreyScott.biz – Coaching, Peer Groups, and More
• Become a Destination Company: A Roadmap to Attract, Motivate, and Retain Great Employees by Jeffrey Scott
• “Hug Your Customers” / “Hug Your Employees” by Jack Mitchell
• “Growing Weeders Into Leaders: Leadership Lessons from the Ground Level” by Jeff McManus
• University of Mississippi – Landscape University Resources

Topics Discussed:

[00:00] Introduction & Jeffrey’s Encore
Rob Murray welcomes Jeffrey Scott back to the show and highlights his reputation as a top-tier entrepreneurial coach in the green industry.

[00:47] Quick Background Check
Rob gives a nod to Jeffrey’s journey—running his own landscape business before transitioning into coaching and peer groups.

[01:09] The ‘Upper Echelon’ of Green Industry Coaching
Jeffrey’s name surfaces wherever landscapers gather, thanks to his proven track record in helping companies scale effectively.

[02:39] Rebranding: From Landscaping to People-Development
They discuss why the most successful owners consider themselves training and development companies that just happen to do landscaping.

[04:01] Lessons from Jeffrey’s Father
Jeffrey recounts how his dad insisted they were “in marketing” above all else, and how that perspective evolved into a people-first approach.

[05:06] Customer Obsession vs. Employee Centricity
They explore how employees and customers both come first—yet in different ways—and why balancing these priorities fuels growth.

[07:24] Creating Core Values That Stick
Jeffrey explains why core values should govern how employees treat each other, separate from a company’s external service ethic.

[11:04] Clarity & Firing Tactics
They examine how removing bad fits can actually boost revenue, and why clear roles and accountability encourage toxic players to self-select out.

[14:16] Become a ‘Destination Company’
Jeffrey suggests running employee Net Promoter Score (NPS) surveys and building training time into the budget to attract and retain top talent.

[20:19] Radical Culture Overhauls
They share a case study of a leader who fired most of his staff after a snowstorm debacle, rebuilt the culture, and achieved significant growth.

[24:21] Building a Real Leadership Team
Jeffrey details the move from a hub-and-spoke model to a proper hierarchy, specializing roles so leaders aren’t stretched too thin.

[32:06] Transparent Leadership
Rob and Jeffrey tackle the “top of the mountain” stigma around leadership teams and offer ways to keep staff informed via open communication.

[36:01] Fun with a Purpose
Rob describes creative ways to celebrate wins (like pajama pizza parties and “awesome citations”) to reinforce culture and camaraderie.

[41:01] The Recruiting Edge
They discuss building an internal pool of applicants—keeping them engaged via newsletters or texts—so great hires are lined up before you need them.

[44:46] Red Carpet Exits
Jeffrey explains why a respectful offboarding process leaves the door open for former employees to return and bolsters your reputation.

[48:46] Resources & Parting Wisdom
They wrap up with Jeffrey’s book “Become a Destination Company,” peer groups, and the importance of a rising tide lifting all boats in the green industry.

Actionable Key Takeaways:

• People > Landscaping: Reframe your business around developing people, not just planting lawns.
• Budget Time for Training: Fold dedicated training hours into each project’s job cost to ensure skill-building actually happens.
• Separate Core Values & Service Ethos: Clearly define how employees treat each other (values) versus how you treat customers (service guidelines).
• Use NPS Internally: Measure employee loyalty and use feedback to fix processes, managers, or policies dragging down morale.
• Roll Out the Red Carpet (Exit): Parting ways with respect and clarity boosts your reputation and can lead high-performers back to you later.

Resources Mentioned in This Episode:

• Local Roots Landscaping – Pittsburgh-based company known for a strong employee-first culture.
• Loving Landscaping – Known for engaging and humorous LinkedIn content.
• Drost Landscape – Great example of high-quality project photography.
• Subjectline.com – Free tool to optimize email subject lines.
• Jay Schwedelson – Marketing expert specializing in email engagement.
• Fat Matt’s Rib Shack (Atlanta, GA) – One of Rob’s must-visit restaurants.

Topics Discussed:

[00:00] Introduction to Jill Odom
Rob Murray welcomes Jill Odom, a content expert in the green industry, and discusses her background in landscaping journalism.

[02:15] Jill’s Journey in the Green Industry
Jill shares how she entered the landscaping world, the openness of industry professionals, and her passion for storytelling.

[04:18] The Pocket Knife Hiring Philosophy
Jill explains why carrying a pocket knife can indicate a great hire and how it reflects problem-solving skills and a willingness to help.

[04:37] The Biggest Growth Constraints in Landscaping Businesses
Jill outlines the three biggest roadblocks businesses face at different growth stages: lack of processes, hiring struggles, and cultural erosion.

[07:25] Hiring for Culture vs. Experience
Rob and Jill discuss why businesses should prioritize hiring for attitude and training for skills rather than focusing on experience alone.

[11:56] Success Stories in Scaling Right
Jill shares an example of a landscaping company in Georgia that doubled in size while maintaining transparency and a strong culture.

[17:22] Content Marketing for Landscaping Businesses
Jill explains how landscapers can use content marketing to position themselves as industry experts and attract more leads.

[21:56] Real Companies Excelling in Hiring & Marketing
Jill highlights companies like Local Roots Landscaping and Loving Landscaping, who stand out in company culture and marketing strategy.

[24:47] The Power of Authentic Photography in Marketing
Rob and Jill discuss why stock photography hurts brand credibility and why landscapers should invest in real project photography.

[26:38] Defining Business Success & Celebrating Wins
Jill emphasizes the importance of defining success beyond revenue and why celebrating achievements keeps entrepreneurs motivated.

[29:26] Aligning Business Goals with Personal Rewards
Rob shares insights on setting business goals with a personal reward system to maintain motivation and long-term vision.

[31:17] The Pocket Knife as a Hiring Indicator
Jill recounts a hiring anecdote where carrying a pocket knife signals practical thinking and a team-oriented mindset.

[32:24] Marketing Expert Recommendation
Jill recommends Jay Schwedelson as a go-to resource for marketing insights, email subject line strategies, and industry trends.

[34:06] Closing Thoughts & Final Takeaways
Rob and Jill summarize the key lessons from the discussion, emphasizing hiring strategies, training, and defining success.

Actionable Key Takeaways:

• Formalize Your Processes Early – Small businesses often hit a ceiling because they don’t document and streamline their workflows.
• Hire for Culture, Train for Skill – Finding employees with the right mindset is more important than hiring for experience.
• Invest in Training & Development – Continuous training ensures long-term employee success and retention.
• Maintain Company Culture as You Scale – Large companies risk losing their identity; keeping core values intact is crucial.
• Be a Resource, Not Just a Sales Pitch – Content marketing should educate and build trust before selling.
• Ditch Stock Photos – Use real photos of your team and projects to build credibility.
• Define Success & Celebrate Wins – Entrepreneurs should have clear goals and rewards for achieving them.
• Use Smart Email Marketing Strategies – Tools like Subjectline.com can improve open rates and engagement.

Resources Mentioned in This Episode:

• Cracking the Sales Management Code by Jason Jordan: A guide to managing sales objectives and activities.
• National Association of Landscape Professionals (Elevate Conference)
• KeyServ Landscape Services
• SiteOne Landscape Supply: Strategies for scaling and acquisitions.

Topics Discussed:

[00:07] Introduction to Jeffrey Domenick
Robert Murray introduces Jeffrey Domenick, who shares his diverse career journey from construction to landscaping.

[01:17] Jeffrey’s Early Career and Landscape Architecture
Jeffrey recounts his start in landscaping, earning a degree in landscape architecture, and gaining experience at Del Webb and the Brickman Group.

[04:53] Professional Growth at NDS and SiteOne
Jeffrey discusses his time at NDS, learning professional sales processes, and scaling SiteOne through acquisitions and strategic growth.

[09:35] What Is the Five-Cylinder Engine?
Jeffrey introduces the "Five-Cylinder Engine" framework for business growth and explains its foundational principles.

[11:41] Cylinder 1: Retention
Jeffrey emphasizes the importance of retaining existing customers and how attrition impacts overall growth.

[13:04] Cylinder 2: Innovation
He discusses adding new services and products to grow revenue organically and stay competitive.

[15:45] Cylinder 3: Market Share
Jeffrey explains strategies for acquiring new customers and increasing market presence through proactive sales efforts.

[19:56] Cylinder 4: Wallet Share
Jeffrey highlights ways to maximize the value of existing customers by offering additional services and building stronger relationships.

[23:49] Cylinder 5: Projects
He underscores the role of large projects in driving significant revenue and the need to replace project-based income annually.

[28:50] The Importance of Sales Management
Jeffrey shares insights into effective sales management, focusing on measuring activities and avoiding inconsistent growth patterns.

[33:30] Reducing Friction in the Buying Process
Jeffrey talks about streamlining sales processes to improve close rates and make it easier for customers to say yes.

[33:45] How to Connect with Jeffrey Domenick
Jeffrey provides his contact details and invites listeners to reach out for industry insights and mentorship.

Actionable Key Takeaways:

1. Retention is Key: Maintaining existing customers and reducing attrition is the foundation for stable revenue growth.
2. Diversify Services: Add 2–3 new services annually to drive incremental revenue and meet evolving customer needs.
3. Be Proactive in Sales: Avoid passive customer acquisition—target specific audiences with tailored outreach.
4. Maximize Existing Clients: Focus on introducing additional services to current customers to increase wallet share.
5. Leverage Large Projects: High-value projects can significantly impact annual growth but require planning for future revenue replacement.
6. Focus on Sales Efficiency: Measure and improve metrics like proposal turnaround time and close rates to optimize performance.
7. Simplify Client Decisions: Reduce friction in the buying process to improve client satisfaction and retention.

Resources Mentioned in This Episode:

Books:

• The Great Game of Business by Jack Stack
• Stake in the Outcome by Jack Stack
• The Elapsed Anarchist’s Approach series by Ari Weinsvig
• Small Giants by Bo Burlingham

People to Follow:

• Mark Bradley (LinkedIn/Instagram)

Websites:

• Ryan Markewich’s Website

Training Tools:

• LMN software for landscaping businesses

Topics Discussed:

[00:00] Meet Ryan Markewich: A Unique Perspective on Landscaping
Robert introduces Ryan, a 30-year landscape business veteran and the only certified Great Game of Business coach in the green industry.

[01:30] From a Lawn Mower to a Thriving Business
Ryan shares his journey from starting with basic tools to building a luxury landscaping company focused on design, build, and maintenance.

[02:26] What Is the Great Game of Business?
Ryan provides an overview of open-book management and how it evolved into the Great Game of Business methodology.

[06:18] Engagement as the Key Growth Constraint
Ryan discusses the challenges of low employee engagement and how education and alignment can drive better results.

[07:36] 65% vs. 95% Engagement: What’s the Difference?
Using a sports team analogy, Ryan explains how engagement impacts efficiency and teamwork in landscaping businesses.

[10:46] Huddles and Line-Item Ownership
Ryan dives into the concept of huddles, assigning ownership to specific financial line items, and fostering team accountability.

[15:14] Building a People Development Framework
Ryan describes how his company uses a “passport to success” to train and develop employees for long-term growth.

[18:24] Training as a Priority for Growth
The conversation highlights why investing in training and development is crucial and how it impacts the bottom line.

[25:24] Formalizing Onboarding for Success
Ryan explains how structured onboarding sets the stage for delivering consistent results in the luxury market.

[33:10] Transitioning to Employee Ownership
Ryan details his process for introducing employees into ownership roles and creating a sustainable business model.

[39:00] Recommended Resources and Inspiration
Ryan shares influential books, such as The Great Game of Business and Small Giants, and recommends following industry leaders like Mark Bradley.

[40:24] Closing Thoughts and Future Topics
Robert and Ryan discuss topics for future episodes, including mini-games and advanced score boarding techniques.

Actionable Key Takeaways:

1. Open-Book Management: Educate employees about financial literacy and tie their roles to business outcomes.
2. Employee Ownership: Create opportunities for employees to buy into the business, fostering greater commitment and teamwork.
3. Engagement through Huddles: Regular team huddles with line-item ownership keep everyone accountable and aligned.
4. People Development: Invest in training and development to build internal talent and reduce reliance on external hires.
5. Simplified Scoreboards: Use clear, focused metrics to track progress and keep teams engaged with goals.
6. Quarterly Satisfaction Surveys: Regularly measure employee satisfaction to address issues in real time.

Resources Mentioned in This Episode:

• E-Myth Revisited by Michael Gerber
• The E-Myth Landscape Contractor by Tony Bass and Michael Gerber
• Jeffrey Scott's Peer Groups
• GIE Expo (Green Industry & Equipment Expo)
• Green Side Up Podcast 

Topics Discussed:

[00:00] Introduction and Jason’s Background
Rob introduces Jason Lee, founder of SkyFrog Landscape and co-host of the Green Side Up podcast, and previews a discussion on entrepreneurial growth and operational efficiency in the landscaping industry.

[10:39] Starting in Landscaping and Horticulture
Jason shares how he grew up in a horticulture-focused family, started selling plants as a child, and developed an early passion for landscaping.

[12:32] Running a Design-Build Business in College
Jason talks about starting a small design-build company with a friend during college, laying the foundation for his future business.

[13:06] From Working at Austin Outdoor to Launching SkyFrog
After gaining experience at Austin Outdoor, Jason decided to return to Gainesville and start his own landscaping business during the 2009 recession.

[20:47] Hitting Growth Challenges and Plateauing at $3 Million
Jason describes how SkyFrog quickly scaled to $3 million in revenue but faced significant operational challenges and inefficiencies.

[22:47] The Impact of Peer Groups and Mentorship
Jason highlights how joining Jeffrey Scott’s peer groups provided valuable insights and support, helping him address leadership and business issues.

[24:22] Identifying and Solving Operational Inefficiencies
Jason discusses the operational inefficiencies that were holding the business back, such as long morning setup times and disorganized equipment management.

[31:10] Implementing a 4-Day Workweek for Efficiency
Jason explains how transitioning to a four-day workweek improved productivity, reduced overtime, and helped his team handle Florida’s unpredictable weather.

[38:34] Launching the Green Side Up Podcast
Jason shares how the idea for Green Side Up came about after candid conversations with his friend and co-host Jordan, aiming to share real-life entrepreneurial lessons.

[46:32] Key Resources and Personal Development
Jason mentions key resources that influenced his journey, such as E-Myth Revisited by Michael Gerber, Tony Bass’s seminars, and the importance of personal development through books and mentorship.

Actionable Key Takeaways:

• Joining peer groups provides invaluable insights and support for business growth.
• Identifying and addressing operational inefficiencies is crucial for scaling sustainably.
• Running a 4-day workweek can significantly improve productivity and employee morale.
• Surrounding yourself with the right team and delegating effectively is key to success.
• Continuous learning and personal development are essential for long-term entrepreneurial success.

“We didn’t just want to create a product; we wanted to change the way hardscapers work.”

Resources Mentioned in This Episode:

• Perma Edge: permapaveredging.com
• Hardscape Mentor: A professional community for hardscape contractors
• SYNKD UP Event: Industry networking and learning event
• ICPI (Interlocking Concrete Pavement Institute): Training and certification programs for hardscapers
• Dan Preston: Hardscape professional and founder of Hardscape Mentor

Topics Discussed:

[00:46] Meeting Chris Yancey
Robert introduces Chris Yancey, highlighting their initial meeting at a SYNKD UP event and the unique story behind Chris’s transition from hardscape services to product innovation.

[01:35] Chris’s Early Days in Landscaping
Chris shares how he started in the green industry at 15, grew his skills in hardscaping, and eventually launched Ganton’s Outdoor Living in Beaver Creek, Ohio.

[03:58] Scaling Back to Stay Profitable
Chris explains how he realized he didn’t want to run a large company with multiple crews and opted for a leaner, more focused operation with a smaller, highly skilled team.

[05:55] The Birth of Perma Edge
Chris talks about his frustration with spiked edging and how he identified a need for a better product, leading to the development of Perma Edge.

[11:43] How Social Media Transformed the Industry
Chris reflects on how social media has made the industry more open, collaborative, and professional, creating opportunities for networking and learning.

[16:25] Service Business vs. Product Business
Chris discusses the differences between running a service-based business and transitioning into a product-based business, emphasizing key challenges like distribution and pricing.

[22:30] Biggest Growth Constraints in the Industry
Chris advises entrepreneurs to avoid growing too fast and highlights the importance of prioritizing customer service and communication.

[30:16] The Power of Customer Obsession
Chris and Robert talk about how being customer-focused can set businesses apart and lead to long-term success, echoing advice from Warren Buffett.

[37:31] Hardscape Mentor and Industry Support
Chris shares how Hardscape Mentor, a community led by Dan Preston, has supported his business and contributed to the industry’s growth.

[38:44] Where to Learn More
Chris shares where listeners can find more information about Perma Edge, including Instagram and their website’s dealer locator tool.

Actionable Key Takeaways:

• Start Small and Scale Smart – Avoid the temptation to grow too fast or buy unnecessary equipment early on.
• Customer Obsession Matters – Consistently communicating with clients and delivering on promises is key to long-term success.
• Adapt to Change – Stay open to industry innovations, whether through new equipment or evolving best practices.
• Build a Strong Team – Retaining reliable employees creates stability and enhances project quality.
• Network and Learn – Take advantage of industry events, social media, and peer networks to stay informed and build connections.
• Test Thoroughly Before Launching – Ensure your product or service is reliable before going to market to maintain credibility.
• Get the Pricing Right – Launching with the correct pricing structure is critical, as adjustments later can harm your business.

Resources Mentioned in This Episode:

Books:

• Start with Why by Simon Sinek
• Blue Collar Cash by Ken Rusk
• The Five-Second Rule by Mel Robbins
• You’re Not the Boss of Me by Betsy Brown Braun

Training:

• National Fire Academy Leadership Training (Levels 1, 2, and 3)

Instagram:

• Evolve Design Build

Topics Discussed:

[00:33] Introduction
Rob introduces Jordan Daneker, a landscape entrepreneur from North Carolina, and previews a discussion on growth, delegation, and overcoming barriers in the green industry.

[01:32] From Maintenance to Design-Build
Jordan shares how he started in lawn maintenance, scaled to a $3.4M company, sold it, and transitioned to running a design-build firm focused on outdoor living.

[02:51] The Value of In-House Control
Jordan highlights his company’s ability to handle 95% of projects in-house, emphasizing the importance of quality and process control.

[05:23] The Biggest Growth Constraint
Jordan explains why entrepreneurs themselves are often the biggest obstacles to their business growth and elaborates on the importance of delegation and coaching.

[08:57] A Pivotal Lesson on Self-Worth
Jordan recounts a life-changing conversation with a client that shifted his perspective on valuing himself and his role as a business owner.

[11:08] The Power of Delegation
Jordan discusses how letting go of tasks and empowering his team allowed him to scale his business effectively.

[17:14] Building Administrative Strength
Jordan explains how investing in administrative roles, like a procurement manager, improved efficiency and customer satisfaction, paving the way for growth.

[23:16] Learning from Clients
Jordan emphasizes the value of seeking advice from successful clients and how their insights have shaped his business strategy.

[27:10] Investing in Personal Development
Jordan shares his journey of self-improvement through audiobooks, leadership training, and constant learning, highlighting the importance of working on yourself as an entrepreneur.

[32:09] Recommended Resources for Growth
Jordan lists books and leadership training programs that have had a significant impact on his mindset and business success.

[36:48] Coaching with Patience
Jordan offers tips on effective coaching, emphasizing the importance of patience, active listening, and allowing team members to learn through mistakes.

[38:36] Letting Go to Grow
Jordan underscores the importance of letting team members take ownership of tasks, even if it means making mistakes, to enable long-term growth and scalability.

[39:55] The Future of Trades and Landscaping
Jordan reflects on the growing opportunities in the trades and how the green industry is positioned for massive success in the coming years.

Actionable Key Takeaways:

• Prioritize Delegation: Letting go of tasks and empowering your team is essential for growth.
• Build a Strong Administrative Team: Processes and efficient communication are crucial for scaling.
• Invest in Personal Development: Read leadership books, attend training, and constantly improve yourself.
• Learn from Your Clients: Successful clients often have valuable business insights to share.
• Focus on Long-Term Goals: Avoid being shortsighted; think in terms of 3-5 years to make meaningful progress.
• Coach and Mentor Your Team: Patience and effective coaching can turn your team into a powerhouse.
• Create Efficient Processes: Streamline operations to improve customer experience and productivity.
• Embrace Mistakes: Allow team members to learn and grow through trial and error.

Resources Mentioned in This Episode:

1. Bulk Delivery Pro Website: bulkdeliverypro.com
2. Podcast: How I Built This: Inspiration for entrepreneurial storytelling.
3. John C. Maxwell: Leadership books and resources.

Topics Discussed:

[00:00] Introduction
Rob introduces Ross Peterson, co-founder of Little Dumps and Bulk Delivery Pro, and previews a discussion on solving logistics challenges in the green industry and scaling businesses with innovative technology.

[01:10] From Skate parks to Soil Delivery
Ross shares his journey from building skate park websites to creating a solution for delivering bulk materials, sparked by a real-world problem he encountered with a landscaping contractor.

[04:32] The Birth of Little Dumps
Ross explains how a small website and a single truck turned into Little Dumps, solving logistical challenges for consumers needing small-scale material delivery.

[06:47] Scaling to Bulk Delivery Pro
The transition from a minimum viable product to a full-fledged software platform that helps businesses across North America streamline bulk material logistics.

[09:18] Green Industry’s Tech Challenges
Ross discusses the lag in technology adoption within the green industry and the opportunities it presents for innovative solutions.

[12:33] Frictionless Online Sales
How Bulk Delivery Pro simplifies selling materials online by removing barriers and making the process seamless for customers.

[18:11] Selling by Volume vs. Weight
Ross explains the consumer preference for buying materials by volume and the challenges of adapting traditional industry practices.

[22:27] Identifying and Eliminating Friction
A deep dive into finding pain points in business processes and removing inefficiencies to save time and enhance profitability.

[29:51] Target Customers for Bulk Delivery Pro
Ross outlines the key customer segments for Bulk Delivery Pro, including nurseries, quarries, and entrepreneurial truck owners.

[35:18] Real-World Impact
Examples of how businesses are using Bulk Delivery Pro to streamline operations, improve customer experiences, and increase profitability.

[41:31] Mentorship and Learning
Ross reflects on the value of mentorship and entrepreneurial podcasts like How I Built This in shaping his approach to problem-solving and business growth.

Actionable Key Takeaways:

1. Identify and Eliminate Friction: Look for inefficiencies that waste time in your business processes, and implement solutions to streamline operations.
2. Adopt Consumer-Centric Models: Make it easy for customers to order and interact with your business through online platforms.
3. Leverage Technology for Growth: Integrate tools that simplify logistics and reduce the need for manual interventions.
4. Focus on Contractors’ Needs: Cater to contractors with tailored features like job-specific ordering and seamless pickup/delivery processes.
5. Build Momentum: Capture customer excitement and act on it quickly to enhance the buying experience.

Resources Mentioned in This Episode:

• Elevate Conference: A resource for finding innovative tools and strategies for landscaping businesses.
• Clintar Franchise: Insights into franchising and the green industry.
• Shane’s Father’s Quote: “It’s never crowded along the extra mile.”

Topics Discussed:

[00:00] Introduction
Rob welcomes Shane Humble, founder of Complete Property Maintenance, and sets the stage for a conversation about scaling a landscaping business and overcoming industry challenges.

[01:01] From Drilling Rigs to Landscaping
Shane recounts his journey from selling drilling rigs to starting his landscaping business with a lawnmower and a trailer, all sparked by his wife’s suggestion to find a “recession-proof” career.

[02:04] Scaling from Solo to 530 Employees
Shane shares how his business evolved from residential lawn care to a 530-employee operation focused on HOA landscape maintenance.

[02:53] Growth Constraints in the Green Industry
Shane explains how private equity firms have impacted the industry, creating challenges with inflated labour costs and competition.

[06:15] Doubling Down on Core Customers
Shane discusses why focusing on existing clients during turbulent times helped his company maintain stability and foster long-term relationships.

[08:43] Building 12-Year Client Relationships
The importance of presence, customer interaction, and handling the unique challenges of HOA dynamics in retaining clients for over a decade.

[10:37] Post-COVID Industry Shifts
Shane reflects on how the industry has changed over the past few years, emphasizing the importance of client fit and selective growth.

[13:00] The Art of Managing Expectations
Why setting honest, realistic expectations upfront helps build trust and ensures long-term client satisfaction.

[14:35] Mindset and Positivity in Leadership
Shane highlights how maintaining a positive and intentional mindset drives business success and fosters a strong company culture.

[17:15] Employee Involvement and Retention
The value of involving employees in decisions and creating an environment where staff feel valued and supported leads to long-term loyalty.

[22:05] Delegating Effectively
Shane shares his journey from labourer to leader and provides tips on how to delegate responsibilities while empowering the team.

[29:27] Focusing on Core Services
Shane discusses the strategic importance of sticking to what the business does best and avoiding distractions that dilute focus.

[31:16] Growing Leaders Within the Team
The importance of encouraging employee growth and celebrating when team members take on new opportunities, even outside the company.

Actionable Key Takeaways:

• Focus on Core Customers: Doubling down on existing relationships can weather uncertain times and foster long-term loyalty.
• Mindset Matters: A positive outlook and intentional focus on opportunities can drive better results.
• Honest Communication: Set realistic expectations with clients upfront to build trust.
• Involve Your Team: Gain buy-in by seeking input from your staff on decisions that affect them.
• Delegate Effectively: Provide clear context and expectations, then trust your team to deliver.
• Specialize and Simplify: Focus on what your business does best to maximize efficiency and profitability.
• Celebrate Employee Growth: Encourage team members to pursue opportunities, even if it means they leave your company.

Resources Mentioned in This Episode:

• SYNKD Website – Explore the platform and event details.
• Highgrove Partners – Landscape project tour partner.
• Take It Outside – Nonprofit for landscape professionals.
• Piedmont Precast – Donor for SYNKD’s therapy garden project.
• Festivals Acadiens et Créoles – A three-day festival celebrating the music, crafts, and food of South Louisiana.

Topics Discussed:

[00:00] Introduction
Rob introduces Angelique Robb, an engineer turned landscape business owner, and founder of SYNKD, setting the stage for a discussion on industry challenges and innovation.

[01:00] Angelique’s Career Journey
Angelique shares her transition from petroleum engineering to landscaping, highlighting how her engineering mindset influences her approach to design and construction.

[06:00] Starting a Landscape Business in Scotland
Angelique discusses her experience building a successful landscape design and construction company while balancing her career and family life.

[09:32] Challenges in Running a Landscape Business
Angelique opens up about managing her business remotely during COVID-19, emphasizing the struggles of leadership transitions and adapting to unexpected circumstances.

[15:25] The Importance of Design and Construction Synergy
Angelique explains the need for collaboration between designers and contractors, sharing her insights on bridging gaps to improve project execution.

[19:31] Growth Constraints in the Green Industry
Angelique identifies waste and rework as the biggest bottlenecks for landscapers, stressing the importance of tracking inefficiencies to protect profits.

[27:39] Critical Path in Landscaping Projects
Angelique introduces the concept of critical path management, explaining how to optimize schedules, manage overheads, and anticipate defects.

[33:03] Launching SYNKD: A Platform for Collaboration
Angelique talks about founding SYNKD to connect professionals across landscaping disciplines, promoting communication and sustainability within the industry.

[38:57] Launching SYNKD During COVID-19
Angelique shares the challenges of introducing a new platform and event-based business amid the pandemic and how she adapted to the circumstances.

[41:32] The SYNKD Event in 2025
Angelique gives an overview of the upcoming SYNKD event, detailing its multidisciplinary approach to fostering industry-wide collaboration and efficiency.

[44:20] Community Projects and Industry Impact
Angelique discusses SYNKD’s involvement in nonprofit initiatives, including a therapy garden project, and how collaboration benefits both professionals and communities.

[46:13] Closing Remarks
Rob thanks Angelique for sharing her journey, insights, and vision for the future of the green industry.

Actionable Key Takeaways:

1. Measure Rework: Track how much time and money are lost to fixing defects, and consider budgeting for these costs.
2. Understand Critical Path: Identify and manage tasks that directly impact project timelines to optimize efficiency.
3. Prioritize Quality: Invest in training and high-quality materials to reduce maintenance and rework.
4. Embrace Multidisciplinary Collaboration: Connect with professionals across design, construction, and horticulture for better project outcomes.
5. Stay Agile: Be prepared for unexpected challenges, such as weather delays or labour shortages, with a proactive mindset.
6. Continuous Improvement: Learn from past projects to anticipate issues and refine processes.

Resources Mentioned in This Episode:

• Doing Good Better by William MacAskill
• The Precipice: Existential Risk and the Future of Humanity by Toby Ord
• Built to Last: Successful Habits of Visionary Companies by Jim Collins and Jerry I Porras
• Small Giants: Companies That Choose to Be Great Instead of Big by Bo Burlingham
• B Corp Certification

Topics Discussed:

[00:00] Introduction
Rob introduces guest Alex Zalewski, co-owner of Infinite Possibilities Landscapes and Design, discussing the theme of overcoming growth constraints in the green industry.

[01:11] Alex’s Journey in Landscaping
Alex shares his family’s multi-generational history in landscaping, detailing how Infinite Possibilities was born from his experiences working with his grandfather and co-owner Rob.

[03:35] Core Services of Infinite Possibilities
Alex describes their focus on bespoke residential landscape design-build, along with a growing maintenance department.

[06:10] Growth Challenges in the Green Industry
Alex identifies rising project costs and managing client expectations as major challenges impacting growth.

[09:37] Transparency in Pricing
Alex explains how their website’s project portfolio includes pricing details to help clients understand budget expectations upfront.

[12:58] Charging for Design Work
Discussion on the benefits of charging for design work, including how it attracts clients serious about high-quality outcomes.

[15:46] Using High Anchors in Quotes
Alex shares his strategy of using high quote estimates in initial sales meetings to manage expectations effectively.

[19:39] Team Retention and Unique Benefits
Alex discusses the company’s innovative approach to team retention, including catered lunches, breakfasts, and cultural initiatives.

[24:17] Ripple Principle for Core Values
Introducing the 'Ripple' principle—Respect, Integrity, Professionalism, Positivity, Leadership, and Excellence—as a foundation for company culture and team recognition.

[27:29] Employee Engagement During Winter
Alex talks about keeping the team engaged during winter through training, project prep, and leadership development tasks.

[31:36] Future Initiatives and B Corp Certification
Infinite Possibilities’ commitment to becoming a B Corp, reflecting their dedication to people, planet, and profits, with a rigorous focus on sustainable practices.

[37:28] Wrap-Up and Book Recommendations
Alex shares inspiring books, including Doing Good Better and The Precipice, that influence his leadership approach in business and life.

Actionable Key Takeaways:

• Set Client Expectations Early: Use transparency in initial quotes and website project portfolios to align client expectations with actual costs.
• Invest in Your Team: Small but meaningful perks like daily catered meals and culture awards can significantly enhance team morale and reduce turnover.
• Charge for Design Work: Asking clients to invest in the design phase filters for those committed to quality outcomes, which leads to better projects and relationships.
• Anchor High in Initial Quotes: To avoid later negotiations and manage expectations, use an initial “high anchor” in cost discussions.
• Create a Values-Based Culture: Reinforce core values with regular recognition, employee-driven awards, and engaging events, which strengthens team alignment.