Welcome to the Freedom Blueprint Podcast! Host Justin Deese delivers practical advice from his decades in the home service industry. Each week, discover strategies for success, avoid pitfalls, and hear real-life stories. Join our community to learn and grow together. Featuring guests like Tommy Mello from Home Service Experts, Tersh Blissett from Service Business Mastery, and Tom Peregrino from Service Nation.
Visit www.FreedomBlueprintPodcast.com for more. Empowering leaders, fostering growth and a positive mindset. Your journey to success in plumbing, HVAC, and electrical starts here!
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Données mises à jour le 14/07/2026
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In this special 100th episode celebration, Justin flips the mic on Kristen, the powerhouse behind the Freedom Blueprint Podcast. They reflect on the journey from concept to consistent weekly content, sharing honest insights about the wins, the setbacks (hello, tech fails), and the lessons learned along the way.
Kristen pulls back the curtain on what it really takes to start and grow a podcast in the home service space — including the mindset hurdles, scheduling chaos, evolving tech, and the importance of just starting. Whether you’ve listened to all 100 episodes or this is your first, you’ll walk away inspired to implement and stay consistent in your own business journey.
Takeaways
Consistency beats perfection. Most podcasts never make it past 10 episodes. Kristen pushed through the doubt and kept going.
Mindset is everything. The biggest barrier to launching wasn’t gear — it was belief.
Implementation separates successful business owners from the rest. Ideas are easy. Execution is rare.
Technology will fail you — prepare anyway. From failed recordings to redundant internet providers, the podcast journey is full of pivots.
Freedom + Blueprint = Purpose. Kristen explains how the show’s name was chosen to reflect what so many home service business owners lose — and how to reclaim it.
Chapters
00:00 – It’s a Big Dill… I Mean, Deal
01:56 – Why Episode 100 Matters
03:49 – The Break, the Sale, and the Pivot
05:26 – Flipping the Script: Kristen Gets Interviewed
06:08 – Tech Fails and Starting Over
08:51 – Humble Beginnings: A USB Mic and a Window
09:28 – Best Advice from a Podcasting Coach
11:05 – How Guests Were Chosen (Then vs. Now)
12:10 – Guests or Solo Shows? Kristen’s Take
14:03 – Most Impactful Guest: Ara from ServiceTitan
16:10 – The Biggest Challenge: Mindset
18:20 – Why One Episode a Week Was the Right Call
19:03 – Behind-the-Scenes Work and Early Morning Recordings
20:28 – The #1 Thread Among Successful Guests
23:03 – The Value of Runway and Planning Ahead
24:11 – The Story Behind the Name: Freedom Blueprint
26:16 – 10 Years in the Truck? Why Time Flies and Change Matters
In this episode of the Freedom Blueprint Podcast, Justin Deese is joined by McKena Harless, founder of True North Strategies. McKena shares her journey of growing up in the trades, learning the family HVAC business from the inside out, and how those experiences shaped her mission to help home service businesses grow through smarter marketing and operational strategies. She dives into the realities of contractor marketing, the importance of building a clear vision for your team, and why every business needs a CMO-style presence—even if they can’t afford one full-time.
Whether you’re a business owner looking to level up your marketing, create stronger operational systems, or simply find more balance in your business, McKena’s story and insights will inspire and equip you for your next stage of growth.
Takeaways
Why home service companies struggle with marketing and how to fix it
The six marketing pillars every contractor must focus on
How to move from reactive to proactive marketing
Building vision and culture for your team
ChaptersKeywords
98 | Letting Go to Level Up: What Every Business Owner Can Learn from Tom Jameson
In this episode, Justin chats with Tom Jameson, owner of Astro Watt Electrical based in Apex, North Carolina. Since launching in 2019, Tom has grown his business to 14 employees and is on pace for $3M in revenue—all while building a standout company culture rooted in fun, empowerment, and genuine care for both team and customer.
Tom shares how he transitioned from being in the field to leading the business, the lessons he learned from scaling too fast, and the surprising power of a monthly team book club. If you're a business owner looking to grow without losing your soul—or your weekends—this episode is for you.
Takeaways
Building a fun and empowering culture leads to sustainable growth.
Clarity and focus on residential service work allowed Astro Watt to scale efficiently.
97 | You Can’t Lead Without Letting Go: Empowering Others to Lead When They're Not in Charge with Kristen Deese
In this powerful and personal episode, Justin is joined by his wife and guest co-host, Kristen Deese, for a candid conversation about one of the biggest leadership blind spots: assigning responsibility without granting authority.
Drawing from real-life experience as business owners — and parents of a Marine — Justin and Kristen dive into the tension leaders face when trying to grow a business while still holding on too tightly. They explore what happens when managers are expected to perform without being truly empowered, and why letting go is not just necessary — it’s a leadership requirement.
From Red Friday traditions and eight-mile ruck marches to hard business truths, this episode blends heart and strategy in a way that will resonate with leaders at every level.
Resources & Mentions:
How to Lead When You’re Not in Charge by Clay Scroggins
Takeaways
96 | The Evolution of ServiceTitan: A Success Story with Ara Mahdessian the Co-Founder and CEO of Service Titan
In this episode of the Freedom Blueprint Podcast, host Justin Deese interviews Ara Mahdessian, co-founder and CEO of Service Titan. They discuss the evolution of Service Titan from its inception to becoming a publicly traded company, the importance of leadership and trust in business, and the necessity of focus and prioritization for growth in the home service industry. Ara shares valuable insights on how to lead a team effectively, the significance of customer success, and offers practical advice for business owners looking to grow their operations.
Takeaways
Service Titan started with a focus on plumbing and expanded based on customer demand.
The journey to becoming a publicly traded company was unexpected but rewarding.
Leadership requires a high degree of trust among team members.
Trust is built on competence, intentions, and commitment.
Focusing on one thing at a time leads to better execution and results.
Customer success drives business growth and retention.
Engagement in critical projects is essential for leaders.
95 | From Fired to Fortune: The Resilient Rise of Anchor Heating and Air with Stephanie Postell
In this inspiring episode of the Freedom Blueprint podcast, host Justin Deese sits down with Stephanie Postell, co-founder of Anchor Heating & Air in Charleston, SC. From being fired days before Christmas to building a multi-million-dollar HVAC business, Stephanie and her husband David’s journey is a story of faith, perseverance, and unapologetic community-driven growth.
Stephanie Postell shares how personal branding, authentic leadership, and creative social media strategy helped them build a $9M business in under four years—all while keeping their values front and center. Learn how their focus on culture, community, and connection helped them recruit top talent, grow a loyal customer base, and inspire others in the home services industry.
94 | Don’t Wing It: Why Systems Matter- Justin & Kristen Deese
Sow The Land: https://www.youtube.com/c/SowtheLand
Summary
In this episode, Justin and Kristen Deese reflect on their first experience raising 50 meat chickens on their property—and the surprising number of business lessons that came with it. From the importance of planning and systems to knowing when to ask for help, they share insights that every home service business owner can relate to. Whether or not you care about chickens, you'll walk away with practical, grounded strategies for building a better business—one stage at a time.
Takeaways
Start with the end in mind. Like raising chickens, business success requires a clear outcome and a roadmap to get there.
Systems must evolve. What works in the early stages won’t scale—know when to upgrade.
93 | From Burnout to Buyout: How Chris Gist Built & Sold a Service Business in 3 years
In this episode of the Freedom Blueprint Podcast, host Justin Deese and his business partner Chris Gist discuss their journey in entrepreneurship, touching on personal insights, the importance of freedom, leadership lessons, and the significance of creating a positive company culture. They also delve into their experiences in the HVAC industry and share valuable wisdom on maintaining happiness within a growing business.
Takeaways
Why they value fun as a core business principle
What freedom really looks like after a business sale
How brisket, breakfast, and team culture helped build loyalty
The role of HVAC in their growth (and why variable speed systems are game changers)
The importance of creating a business that supports happiness, not just profitability
Chapters
00:00 Welcome to the Freedom Blueprint Podcast
03:01 Rapid Fire Questions with Chris
92 | Beyond the Buzzwords: Real Talk on Tariffs, Recession, and Home Services with Jimmy Speyer
In this episode, Justin Deese and Jimmy Speyer discuss the current economic climate and its implications for home service businesses. They explore the concept of recession preparedness, emphasizing the importance of measuring key performance indicators, understanding customer acquisition costs, and the potential benefits of subscription models. The conversation also highlights innovative strategies for maintaining customer relationships and educating them about new technologies. Finally, they provide an overview of Glass House, a company dedicated to helping home service businesses enhance their outreach and profitability.
Takeaways
Preparedness is key in uncertain economic times.
Understanding your cost of revenue versus lead cost is crucial.
Subscription models can smooth out cash flow for businesses.
Educating customers can lead to increased sales opportunities.
Proactive outreach is more effective than reactive strategies.
In this episode of the Freedom Blueprint podcast, Justin Deese discusses the complexities of leadership, emphasizing the importance of understanding different leadership styles. He explores the four core styles: visionary, democratic, coaching, and commanding, detailing their strengths and weaknesses. Justin encourages leaders to identify their own style and adapt it to meet the needs of their teams, highlighting the significance of aligning personal and team motivations for effective leadership.
Takeaways
Leadership is a learned behavior, not just innate.
Understanding your leadership style can transform team performance.
There are four core leadership styles: visionary, democratic, coaching, and commanding.
Effective leadership involves inspiring and clearing obstacles for your team.
Aligning your 'why' with your team's 'why' is crucial.
A good culture encourages team loyalty and reduces turnover.
Self-evaluation and feedback from your team are essential for growth.
Flexibility in leadership style is important based on team needs.
Great leaders are aware and willing to adapt their approach.
Consistent presence and growth as a leader lead to company growth.
Chapters
00:00 Introduction to Leadership Challenges
00:31 Understanding Leadership Styles
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Why delegation without authority sets your team up to fail
How to empower managers to lead effectively — even if they’re not “in charge”
The 80% rule: why “perfect” execution isn’t the goal
How to support team leaders without micromanaging
A book recommendation that every leader should read: How to Lead When You’re Not in Charge by Clay Scroggins
Plus: How one family turned a boot camp milestone into a meaningful tradition of support
Chapters
00:00 – Welcome + Red Friday Tradition
02:00 – The Story Behind the 8-Mile Ruck March
05:30 – Honking for Support & Community Impact
07:30 – Training for the Grand Canyon Hike
09:00 – Storms, Lightning, and Studio Setbacks
10:00 – The Leadership Topic: Delegation & Authority
11:45 – Why Leaders Struggle to Let Go
13:00 – The Problem with Responsibility Without Power
15:00 – Empowering Managers: Clear Goals and Team Commitments
16:30 – Book Recommendation: How to Lead When You're Not in Charge
18:00 – What to Do When a Manager Asks to Fire Someone
20:00 – Final Thoughts: Trust, Ownership, and True Leadership
Keywords
empowering leaders, delegation and authority, how to lead when you’re not in charge, leadership in HVAC business, plumbing and HVAC leadership, business owner mindset, letting go as a leader, empowering your team, leadership challenges in small business, Team management HVAC, Clay Scroggins leadership, service manager authority, Operations manager leadership, HVAC company growth, freedom blueprint podcast, leadership podcast for business owners, Red Friday military support, family-owned business leadership
Ambition should be balanced with realistic execution capabilities.
Prioritization is key to achieving business goals.
Using technology like Service Titan can significantly impact business success.
Chapters
00:00 The Journey of Entrepreneurship
00:01 Service Titan's Growth and Industry Impact
02:51 Leadership Lessons Learned
08:36 The Importance of Trust in Leadership
12:55 Prioritization and Bandwidth in Business
18:01 Rapid Fire Questions and Personal Insights
23:52 Advice for Business Growth
Keywords
Service Titan, leadership, home service, business growth, prioritization, customer success, trades, technology, entrepreneurship, trust
Takeaways
Origin Story: How losing a job (twice) became the catalyst for starting Anchor Heating & Air.
Building a Brand on Trust: Stephanie’s unique take on why authenticity beats paid ads every time.
Community Marketing: Creative, low-cost ways to build loyalty and generate leads.
Social media for Recruiting: How TikTok and Facebook have become hiring tools—not just ad platforms.
Culture that Converts: What makes Anchor a place top techs want to work—and stay.
Faith & Resilience: The deeper purpose behind their business and the role of faith in their journey.
Freedom in Business: What it really means to work on your business, not just in it.
Chapters
00:00 – Welcome & Introduction
Justin introduces Stephanie Postell, co-founder of Anchor Heating & Air, and sets the stage for a high-impact conversation.
01:00 – Launching Anchor Heating & Air
Stephanie shares how she and David were unexpectedly fired and used that turning point to build their own HVAC company.
04:30 – Starting a Business… Two Weeks Before COVID
From honeymoon to hustle—how Anchor’s early days were shaped by a pandemic and unexpected adversity.
06:00 – Scaling Fast: From $2K to $9M in Under 4 Years
The key moves and mindset shifts that helped Anchor Heating & Air grow rapidly and profitably.
11:00 – Marketing on a Shoestring Budget
Why community engagement beats paid ads—and the real ROI behind birthday cakes, PTA meetings, and local sponsorships.
16:30 – Rejecting Google PPC & Outmarketing with Authenticity
Stephanie breaks down why Anchor has spent less than $7K on Google ads—and doesn’t regret it.
20:00 – TikTok for Recruiting? Yes, Really.
How a creative approach to social media became Anchor’s secret weapon for hiring top techs.
27:00 – Social Branding = Culture Amplified
Showing the human side of the business through fun, authentic content—and how it drives team loyalty and...
Research matters—but execution matters more. Get educated, but don’t wait forever to act.
Ask for help. Hiring coaches or experts can shortcut costly trial and error.
Measure what matters. The results—just like chicken weights—are worth tracking.
Don’t let emotion block tough decisions. Business leaders must learn to separate care from sentimentality.
Many hands make light work. Delegation and teamwork dramatically increase efficiency.
Chapters
00:00 – Welcome to the Chicken Episode
02:00 – Why We Started Homesteading
07:15 – Choosing Meat Chickens: A Short-Term Farm Project
13:30 – Business Begins with Research and a Plan
18:45 – Phase One: The Brooder Stage
24:10 – First Losses and Learning from Mistakes
27:30 – Upgrading Systems as the Business (and Birds) Grow
34:00 – The Power of Routine and Team Buy-In
38:15 – Processing Day: Planning for the Final Step
45:00 – Coaching, Courses, and Outsourcing in Business
53:45 – Emotions vs. Leadership: Making Hard Decisions
59:10 – The Final Product: ROI on 275 Pounds of Chicken
66:00 – Lessons Learned and What We’d Do Differently
72:00 – Applying the Chicken Process to Business Growth
Maintaining customer relationships is essential during slowdowns.
Innovative services can create additional revenue streams.
Understanding capital costs is vital for business sustainability.
Glass House offers tools for effective customer outreach.
Chapters
00:00 Introduction and Context Setting
02:19 Understanding Economic Uncertainty
05:23 Preparing for Recession: Key Strategies
08:25 Measuring Performance and ROI
11:29 Innovative Business Models: Subscription Services
14:23 Leveraging Customer Relationships for Growth
17:26 Staying Ahead with Technology and Trends
20:45 The Power of Customer Referrals
24:06 Educating Customers vs. Selling
25:44 Subscription Models in Home Services
27:46 Preparing for Economic Changes
29:10 Introduction to Glasshouse
31:40 Proactive Outreach Strategies
Keywords
recession preparedness, home service businesses, subscription models, economic uncertainty, customer education, capital management, business strategies
02:07 The Importance of Aligning Team and Leader Why
04:20 Exploring the Four Leadership Styles
06:47 Self-Evaluation and Feedback in Leadership
09:29 Adapting Leadership Styles to Team Needs
12:04 The Essence of Effective Leadership
14:21 Conclusion and Call to Action
Keywords
leadership, leadership styles, team motivation, coaching, commanding, democratic, visionary, business growth, team culture, self-evaluation
