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Title
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Kevin Butler & Jame Toribio on Growing The Outdoor Living Company
08 Jul 2025
00:38:11
"Consistency in customer experience, from $7,000 to $70,000 projects, is what makes us stand out." — Kevin Butler
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.
Meet Al Perreault of Green Collar: From Side Hustle to Industry Leader
01 Jul 2025
00:41:37
“I was all in—there was no turning back. It had to work, so we built it to work.” — Al Perreault of Green Collar Landscaping
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.
What Separates Landscape Companies That Grow from Those That Stall – Kim Hartman
14 May 2025
00:36:41
“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.
Mark Tipton’s Guide to Growing and Managing a Landscape Business Efficiently
13 May 2025
00:51:31
“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.
Sal Hernandez on Scaling Smarter, Not Harder (GroXmart)
12 May 2025
00:46:55
“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
[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.
Heather Jerrard on Crushing Fear and Owning Your Growth (My Landscape Artist)
12 May 2025
00:38:43
“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.
Rob’s 5 Rules for Growing a Landscaping Business to $1M
09 May 2025
00:18:48
“You don’t say 'trust me' — you show it by doing what you said you’d do, when you said you’d do it.”
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.
Robert Clinkenbeard Reveals the $20M Mistake Most Landscape Owners Make
30 Apr 2025
00:41:51
“The landscape industry is such a great industry—people are more than happy to share their knowledge if you ask.” — Robert Clinkenbeard
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.
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.
Jon Gohl on the Landscaping Companies Built to Win in 2025 (and the Systems Behind Them)
29 Apr 2025
00:40:02
“Every company is like a Special Forces unit. I worked for a former Navy SEAL for five years in disaster response management. And there was always a solution. There’s always a way out. Prior planning prevents poor performance.” — Jon Gohl
[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.
Overworked and Over-involved? Stephen Mazelis Finally Stepped Back—and Business Took Off
[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.
[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.
AI, EQ, and Parke Kallenberg’s Secrets to Smarter Landscape Sales
14 Apr 2025
00:40:26
“When people say no, it’s not “no”—it’s K-N-O-W. They don’t know the value yet.” — Parke Kallenberg
[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.
Ashly Paladino on Growing Sun Valley Landscaping from $1M to $10M+
24 Jun 2025
00:45:33
“Most small businesses get stuck because the owner is in the way—and that includes being afraid to let go.” — Ashly Paladino
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.
Landscaping Owners: If You’re Doing It All, You’re Doing It Wrong—Peter Guinane Explains Why
12 Mar 2025
00:45:23
“We put up a mantra in the office for us to become the least needed people in the organization. That was our motto.” — Peter Guinane
[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.
Want More Sales? Try Saying ‘No’ More Often – Doug C. Brown on Smart Selling
21 Feb 2025
00:46:31
“The master prospector will always outsell the master closer—because if you don’t have the right buyers in front of you, no amount of closing skill will save you.” — Doug C. Brown
[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.
Landscaping? Nope. You’re in the People Business – with Jeffrey Scott
21 Feb 2025
01:26:45
“Stop seeing yourself as a landscaper who hires people. Start seeing yourself as a people developer who happens to do landscaping—and watch your business truly flourish.” — Jeffrey Scott
[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.
Hiring Landscapers? Jill Odom Says If They Bring a Pocket Knife, They Might Be a Keeper
04 Feb 2025
00:34:29
"You can teach someone how to install pavers, but you can’t teach integrity. Either they have it, or they don’t.” — Jill Odom
Resources Mentioned in This Episode:
Local Roots Landscaping – Pittsburgh-based company known for a strong employee-first culture.
[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.
Firing on All Five Cylinders: Jeffrey Domenick’s Framework for Growth
28 Jan 2025
00:34:53
“In many ways, landscapers are industry professionals first and salespeople second, but teaching them how to sell effectively can change their businesses.” — Jeffrey Domenick
[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:
Retention is Key: Maintaining existing customers and reducing attrition is the foundation for stable revenue growth.
Diversify Services: Add 2–3 new services annually to drive incremental revenue and meet evolving customer needs.
Be Proactive in Sales: Avoid passive customer acquisition—target specific audiences with tailored outreach.
Maximize Existing Clients: Focus on introducing additional services to current customers to increase wallet share.
Leverage Large Projects: High-value projects can significantly impact annual growth but require planning for future revenue replacement.
Focus on Sales Efficiency: Measure and improve metrics like proposal turnaround time and close rates to optimize performance.
Simplify Client Decisions: Reduce friction in the buying process to improve client satisfaction and retention.
The Great Game of Landscaping: Ryan Markewich’s Formula for Success
20 Jan 2025
00:41:02
“Your business is a promise delivery system—when everyone understands the promises, you’re more likely to deliver.” — Ryan Markewich
[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:
Open-Book Management: Educate employees about financial literacy and tie their roles to business outcomes.
Employee Ownership: Create opportunities for employees to buy into the business, fostering greater commitment and teamwork.
Engagement through Huddles: Regular team huddles with line-item ownership keep everyone accountable and aligned.
People Development: Invest in training and development to build internal talent and reduce reliance on external hires.
Simplified Scoreboards: Use clear, focused metrics to track progress and keep teams engaged with goals.
Quarterly Satisfaction Surveys: Regularly measure employee satisfaction to address issues in real time.
Green Industry Grit: Jason Lee’s No-BS Approach to Growing a Landscape Business
14 Jan 2025
00:39:10
“The biggest thing holding entrepreneurs back is the six inches between your ears.” — Jason Lee
[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.
Laying the Foundation for a Customer-Obsessed Business with Chris Yancey
07 Jan 2025
00:39:18
Episode Notes
“We didn’t just want to create a product; we wanted to change the way hardscapers work.”
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.
Why You’re Stuck: Jordan Daneker on Overcoming Barriers in the Green Industry
19 Dec 2024
00:40:49
“Every day I got on that mower, I was valuing myself at $14 an hour. It wasn’t about the mower—it was about the tasks I chose to take on. To grow, I had to relinquish that duty and step into my potential.” — Jordan Daneker
[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.
Ross Peterson: Moving Soil, Solving Problems, and Scaling Big Ideas
05 Dec 2024
00:43:33
“Friction is anything that takes more time than it feels like it should, and solving those inefficiencies can transform how businesses operate.” – Ross Peterson
[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:
Identify and Eliminate Friction: Look for inefficiencies that waste time in your business processes, and implement solutions to streamline operations.
Adopt Consumer-Centric Models: Make it easy for customers to order and interact with your business through online platforms.
Leverage Technology for Growth: Integrate tools that simplify logistics and reduce the need for manual interventions.
Focus on Contractors’ Needs: Cater to contractors with tailored features like job-specific ordering and seamless pickup/delivery processes.
Build Momentum: Capture customer excitement and act on it quickly to enhance the buying experience.
Turning Data into Dollars for Landscaping Businesses - Paul Demarco of Intrigue
23 Jun 2025
00:38:34
“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.
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 aboutthem, 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.
“It’s Never Crowded Along the Extra Mile”: Leadership Insights from Shane Humble
27 Nov 2024
00:34:44
“It’s never crowded along the extra mile.” – Shane Humble
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.
Angelique Robb on SYNKD, Waste, and Her Unique Journey from Oil to Landscaping
19 Nov 2024
00:46:29
“Landscaping combines science, creativity, and grit—it’s not just a job; it’s an art form.”
Resources Mentioned in This Episode:
SYNKD Website – Explore the platform and event details.
[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:
Measure Rework: Track how much time and money are lost to fixing defects, and consider budgeting for these costs.
Understand Critical Path: Identify and manage tasks that directly impact project timelines to optimize efficiency.
Prioritize Quality: Invest in training and high-quality materials to reduce maintenance and rework.
Embrace Multidisciplinary Collaboration: Connect with professionals across design, construction, and horticulture for better project outcomes.
Stay Agile: Be prepared for unexpected challenges, such as weather delays or labour shortages, with a proactive mindset.
Continuous Improvement: Learn from past projects to anticipate issues and refine processes.
Bridging the Gap Between Vision and Budget: Alex Zalewski on Transparent Pricing, Team Culture, and More
12 Nov 2024
00:38:33
“Doing the right thing in every instance not only builds trust but reshapes the culture of your organization and your community.”
[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.
Evolving Your Leadership for Big Growth: Lessons from Mark Bradley
05 Nov 2024
00:41:20
“Your business is a reflection of you and your leadership. When the business hits a wall, it’s usually because you’ve reached the limit of your leadership skills.”
Resources Mentioned in This Episode:
LMN (Landscape Management Network) – A solutions-based operating system for landscapers, by landscapers. Budgeting, estimating, time tracking, and employee training all rolled into one platform.
Landscape Ontario Association – An industry leader in representing, promoting and fostering a favourable climate for the advancement of the horticulture industry in Ontario. A valuable resource for mentorship and networking.
Topics Discussed:
[00:00] Introduction Rob introduces Mark Bradley, founder of LMN and a veteran in the landscape industry, setting the stage for a deep dive into leadership and business growth.
[01:18] Mark’s Early Career and the Birth of LMN Mark shares his journey from starting a landscape business at 23 to founding LMN, discussing the challenges and growth he faced along the way.
[03:44] The Role of Leadership in Business Scaling Mark emphasizes the importance of evolving as a leader to match the growing needs of the business, explaining that leadership limitations often cause growth bottlenecks.
[06:00] Understanding Company Culture Through Leadership Mark describes culture as the natural byproduct of leadership, stressing that how a leader manages influences how a company operates.
[07:25] Key Phases in Business Growth Mark introduces the “ones and threes” concept for scaling, highlighting the distinct shifts required from $300,000 to $1 million, and beyond.
[09:38] Developing Trust and Setting Clear Goals Mark explains how sharing business plans and building a culture of trust help teams operate effectively and scale operations.
[12:54] Building an Autonomous, Metric-Driven Team Mark and Rob discuss the value of using metrics and data to empower team autonomy, particularly in a $3 million+ company.
[18:13] Establishing a Culture of Continuous Improvement Mark shares how aligning teams with the company's mission can foster a culture of ongoing growth and improvement.
[20:58] Five Pillars of a Successful Landscape Business Mark outlines five core objectives for landscape businesses: revenue growth, people development, customer acquisition, operational efficiency, and delivering top customer experiences.
[25:05] Mentoring and Developing Future Leaders Mark discusses the importance of growing the next generation of leaders within the business to sustain growth.
[27:29] The Personal Cost of Leadership Growth Mark opens up about the personal challenges he faced in prioritizing leadership development, including its impact on his health and relationships.
[32:25] The Importance of a Personal Foundation in Leadership Mark explains his approach to balancing personal health, relationships, and business goals to maintain a strong foundation for sustainable leadership.
[35:44] Mentorship and the Value of Industry Associations Mark emphasizes the role of mentorship and how joining Landscape Ontario and engaging in industry associations helped shape his career.
[37:10] Building a Strong Foundation in Business Growth Mark discusses the importance of foundational growth—both in business and in personal life—using the analogy of building a pyramid for sustainable success.
Actionable Key Takeaways:
Embrace Leadership Evolution: Scaling a business requires continuous growth and improvement in your leadership skills to match the business's demands.
Culture Reflects Leadership: The quality of leadership shapes the company's culture—good or bad, it’s a reflection of the leader’s actions.
Set Clear Goals and Expectations: Define objectives for your team at every level, allowing them to understand what success looks like.
Develop Autonomy in Teams: Use data to measure progress, establish metrics, and ensure each team member has the resources to achieve goals independently.
Prioritize Mentorship: Seek guidance from industry experts and peers, and foster mentorship within your organization.
Balance Personal and Professional Development: Building a solid personal foundation is essential for sustaining the energy needed for business growth.
Engage in Continuous Improvement: Small, consistent improvements build morale and drive long-term success in both leadership and business performance.
Will Joyce on Navigating Growth and Legacy in a Family Landscape Business
29 Oct 2024
00:40:10
“The work is secondary; the human experience trumps all. If we build for people, we build something lasting.”
[00:31] Introduction Rob introduces Will from Cudmore's Landscape and Design, highlighting Will’s background and dedication to the family business.
[01:17] Will’s Journey to the Family Business Will shares his story of growing up in the family landscape business, leaving for a career in advertising, and later deciding to return after a life-changing experience.
[02:22] Primary Growth Challenges in Landscaping Rob and Will discuss common growth constraints in the landscape industry and the unique challenges of managing a multi-generational business.
[02:53] Transitioning a Family Business Will reflects on the experience of taking over from the first generation and how he was given the freedom to modernize and grow the business.
[05:58] Learning to Trust and Delegate Will discusses the importance of trust and delegation, sharing how letting go helped him build a strong and motivated team.
[07:46] Redefining Leadership Styles Will compares his leadership approach to his father’s, focusing on building a team-oriented culture that allows for growth and delegation.
[12:34] Defining Company Standards and Values Will explains the importance of defining clear company values and how he integrated those values into the company’s everyday operations.
[14:02] Embedding Values in Decision-Making Will shares how Cudmore's uses their company values as a decision-making tool, allowing staff to align with company principles even in his absence.
[22:50] Evolving Roles in a Growing Business Will discusses the need to separate sales and operations roles as the business scaled, ensuring each area received dedicated focus.
[26:52] Creating a Value-Driven Workplace Will details the steps taken to build a workplace where employees feel valued and motivated, making recruiting and retention easier.
[34:51] The Importance of Proactive Business Planning Will emphasizes the importance of starting business planning early to ensure the company is positioned for success in the coming year.
[38:31] Recommended Resources for Growth Will shares his go-to books and podcasts for leadership and business insights, including “Seven Habits of Highly Effective People” and “How I Built This.”
Actionable Key Takeaways:
Define Your Company Values: Integrate a values exercise with the whole team, not just management, to create a shared understanding of your company’s mission.
Delegate to Empower Growth: Identify areas for delegation to free up time for strategic planning, allowing others to contribute and grow.
Prioritize Proactive Planning: Start planning for the next business year early to ensure marketing and staffing readiness.
Use Leadership Tools: Consider tools like the Eisenhower Matrix to prioritize tasks and balance long-term goals with urgent needs.
Recruit with Purpose: Create a work environment that appeals to potential recruits beyond just a paycheck, focusing on growth, learning, and alignment with values.
Market Insights with Steve Wolf: How to Attract and Retain Top Talent
22 Oct 2024
00:48:08
“If you invest in your people, provide them with career development opportunities, they’re far more likely to stick around and grow with your company.”
[00:00] Introduction Rob introduces Steve Wolf from Wolf Works Consulting and provides an overview of his expertise in market research and consulting, particularly for the snow and ice industry.
[02:30] Key Workforce Challenges in the Green Industry Rob and Steve discuss the primary growth constraint in the landscape industry: hiring and retention, and how this is impacting business growth.
[07:00] Insights from the Snow and Ice Industry Report Steve shares key takeaways from the snow and ice workplace report, focusing on staffing challenges and retention strategies.
[12:00] The Impact of Low-Cost Competitors on Pay and Hiring Rob and Steve discuss the pressure to compete with low-cost competitors and how it affects wages, recruitment, and employee quality.
[18:15] Recruitment Strategies That Work Steve highlights the importance of using employee referrals, social media, job boards, and career pages as effective recruitment tools.
[25:30] Career Pathways and Employee Development Steve explains how offering career development and clear advancement paths can improve retention and employee satisfaction.
[32:10] The Role of Company Culture in Retention Steve shares the importance of fostering a positive company culture and how leadership can influence the workplace environment.
[40:00] Salary Benchmarks in the Snow and Ice Industry Steve walks through salary data for various roles in the industry, including management and field staff, to help listeners gauge their compensation strategies.
[50:00] Benefits and Retention: What Firms Are Offering Rob and Steve discuss the types of benefits offered by snow and ice firms, including health insurance, retirement plans, and additional perks.
[57:00] The Importance of Differentiation in Recruitment and Retention Rob emphasizes how offering even small benefits and career development opportunities can make a firm stand out as an employer of choice.
Actionable Key Takeaways:
Invest in Competitive Salaries: Offering 20% above market rate can help you attract top talent that performs the work of multiple employees, improving overall efficiency.
Create Clear Career Pathways: Developing career advancement plans for employees—even simple two- to three-step pathways—can dramatically improve retention and employee satisfaction.
Leverage Referrals for Recruitment: Encourage employee referrals by offering bonuses, creating a cost-effective way to find quality workers.
Utilize a Career Page: If you don’t have a dedicated careers page on your website, this is a simple yet impactful way to consistently attract potential candidates.
Enhance Your Benefits Package: Offering basic health benefits, retirement plans, and professional development opportunities can set you apart from the competition.
Shaping a New Blue Collar Culture with Mikayel Ter-Grigoryan
15 Oct 2024
00:52:36
“Great culture is self-policing. You don’t police your culture; a great culture polices itself, and the people within it hold each other accountable.”
Resources Mentioned in This Episode
Redefine Blue Collar – Mikayel's education media company focused on reshaping the blue-collar industry.
Introduction to Mikayel Ter-Grigoryan and His Business Journey (0:03–0:47) Rob introduces Mikayel, who shares his background, from working odd jobs to scaling multiple businesses, including lawn care, media, and meal kits.
From Banking to Lawn Mowers: Building Multiple Businesses (0:47–2:59) Mikayel talks about how he transitioned from the corporate world to starting his first landscaping business and other ventures.
How the Pandemic Shifted Focus Back to Landscaping (2:59–4:08) Mikayel explains how COVID-19 led him to refocus on the landscaping industry and rebuild his company with a new perspective.
Redefining Blue-Collar Culture (4:08–5:49) Mikayel discusses the cultural shift he’s bringing to the blue-collar industry, focusing on leadership and breaking stigmas.
Breaking the Industry Stigma: A New Perspective on Landscaping (5:49–9:04) The conversation explores common misconceptions about the landscaping industry and why it’s a long-term, rewarding career option.
Attracting and Retaining Talent in Today’s Marketplace (9:04–10:22) Mikayel emphasizes the importance of appealing to new talent and competing in a global marketplace.
The Primary Growth Constraint in the Green Industry: Leadership Development (10:22–12:24) The biggest barrier to growth in landscaping businesses is leadership development, and Mikayel shares strategies to overcome it.
Leadership’s Role in Shaping Culture and Growing the Business (12:24–15:01) Mikayel explains how leaders must shape the culture of their company to empower employees and fuel growth.
Actionable Advice for Early-Stage Leaders (15:01–18:36) Practical tips for leaders in the early stages of growing their business, including joining peer groups and focusing on leadership development.
Learning from Other Industries and Peer Groups (18:36–22:58) The benefits of learning from other industries and being part of peer groups to bring new ideas and strategies to your business.
Scaling a Landscaping Business from Zero to 100 Employees (22:58–29:37) Mikayel shares how he grew his company from a small operation to 100 employees in just four years by focusing on culture and leadership.
Creating a Self-Policing Company Culture (29:37–35:25) Building a company culture that polices itself, where employees hold each other accountable and live by shared values.
Transforming Company Culture and Establishing Values (35:25–44:25) The timeline and process of establishing company values and how to transform your company culture over time.
How to Connect with Mikayel and Leadership Masterminds (50:57 — End) Mikayel shares how listeners can get in touch with him and participate in his leadership masterminds and retreats.
Actionable Key Takeaways:
Invest in Leadership Development: Focus on creating a leadership development program to drive growth, no matter your company’s size.
Redefine Your Culture: Culture is the key to success in a people-driven industry. Build one where employees see landscaping as a long-term, rewarding career.
Join Peer Groups: Surround yourself with leaders from inside and outside your industry to gain fresh perspectives and strategies.
Be Intentional About Your Mission and Values: Spend time refining your company’s mission and values, and regularly review them with your team.
Engage Your Team: Use retreats and workshops to align your team with company goals and ensure personal and professional growth.
How to Let Go and Grow: Matt Bell’s Guide to Business Leadership
08 Oct 2024
00:42:08
"By structuring the business so I’m not needed day-to-day, I’ve empowered my employees to grow and thrive. It’s allowed me to focus on what I love doing, and let others take on what they’re great at."
Resources Mentioned in This Episode:
Belgard: Training for the design and project management team on paving stone installation.
Provincial Landscape Associations: Mentioned as a key resource for learning from peers.
Life Insurance Products: Discussed in terms of business planning and personal financial protection.
Topics Discussed:
[00:00] Introduction Rob introduces Matt Bell and the episode’s focus on his unique life and business experiences.
[01:25] Early Cancer Diagnosis and Its Impact on Business Matt shares how a late-stage cancer diagnosis in his 20s impacted his view on life and business.
[02:31] Geller’s Design Build Landscape Overview Matt provides an overview of his business, which focuses on high-end residential landscaping in Manitoba.
[04:50] How Cancer Shaped His Business Mindset Matt discusses how living with cancer gave him a unique outlook on corporate structure, leadership, and empowering his team.
[08:24] Letting Go and Empowering Employees Matt talks about the importance of structuring a business to operate independently of the owner.
[12:06] Growth Constraints in the Green Industry Matt outlines how mindset and investing in people versus equipment can accelerate business growth.
[14:57] Scarcity vs. Abundance Mindset How focusing on abundance and moving on quickly from failures has transformed his business.
[18:56] Investing in People Over Equipment Matt emphasizes the value of investing in employees, providing training, and compensating them well.
[27:28] Financial Structuring and Corporate Planning Practical advice on structuring a business for long-term success, including trust funds, insurance, and exit planning.
[33:54] Finding a Good Financial Planner Tips for finding a financial planner who acts in the best interest of the business owner.
[37:00] Resources and Mentors for Learning Matt highlights the importance of learning from local business owners and associations.
Actionable Key Takeaways:
Letting Go Empowers Growth: Structuring your business to operate without you not only ensures continuity but empowers employees to take ownership of their roles.
Mindset Shift: Focus on abundance over scarcity. Don’t dwell on missed opportunities; instead, put your energy into future growth.
Invest in People: Investing in employee training and fair compensation leads to long-term loyalty and improved business outcomes, even more than investing in equipment.
Corporate Structuring: Setting up proper corporate structures early, such as family trusts and life insurance, can protect your business and family in the long run.
Learn from Your Community: Valuable business lessons can often come from local business owners and mentors rather than big-name speakers or authors.
How Mindset, Team, and Time Can Transform Your Landscape Business with Grant Harrison
04 Oct 2024
00:45:27
“You cannot grow your business without leveraging your team. Trusting people isn’t just a leadership trait, it’s a growth strategy.”
Introduction and Grant Harrison’s Background in the Green Industry (Start - 3:10): Rob introduces Grant Harrison from Nextra Consulting, who shares his journey from working with local contractors to starting Nextra Consulting, helping landscaping businesses grow through HR, financial services, and coaching.
Primary Growth Constraints for Landscaping Entrepreneurs (3:10 - 4:11): Grant outlines the three primary growth constraints that hold landscaping entrepreneurs back: their relationship with money, managing people, and time management.
Money Mindset and Overcoming Scarcity Thinking (4:11 - 6:25): Grant discusses how many business owners struggle with a scarcity mindset around money, which can prevent growth, and shares tips on shifting to a more abundant mindset by surrounding yourself with the right people.
Changing Your Perspective on Money for Business Growth (6:25 - 9:02): Rob and Grant talk about the importance of seeing money as a resource for growth and investing in your business rather than viewing spending as a negative.
Building a Strong Team and Avoiding Micromanagement (9:02 - 12:38): Grant emphasizes the importance of trusting your team, avoiding micromanagement, and hiring people smarter than yourself to delegate tasks and scale your business effectively.
Promoting Leaders from Within vs. Hiring Externally (12:38 - 18:35): Grant shares insights on promoting employees from within and the importance of proper training, leadership development, and balancing internal promotions with external hires for long-term business success.
Time Management for Landscaping Business Owners (18:35 - 30:10): Grant explains how owners often become too busy and wear too many hats, leading to burnout. He discusses prioritizing high-impact tasks and controlling your calendar to focus on what truly matters in the business.
Setting Routines and Controlling Your Calendar (30:10 - 39:26): Grant talks about the power of setting daily, weekly, and monthly routines, and how planning ahead helps business owners take control of their time and avoid overcommitting.
The Importance of Prioritizing Family Time and Personal Well-being (39:26 - 41:09): Grant highlights the need to prioritize personal and family time, making sure entrepreneurs don’t sacrifice what matters most for the sake of their business.
Final Thoughts and Key Resources for Business Owners (41:09 - 45:03): Grant recommends key resources like The E-Myth, Crucial Conversations, and Buy Back Your Time by Dan Martell for business owners looking to improve their operations and mindset. He encourages listeners to find a mentor or coach for support.
Actionable Key Takeaways:
Shift Your Money Mindset: Surround yourself with people who see money as a resource rather than a scarcity. This will help you view investments in your business, such as marketing, as growth opportunities rather than expenses.
Delegate and Trust: Stop micromanaging. Hire people smarter than you in areas where you are not an expert, and trust them to handle those tasks.
Focus on Impact: Identify which activities you, as a business owner, should prioritize based on your strengths and delegate the rest.
Time Management: Control your calendar by blocking off time for the most important tasks and setting boundaries around less critical activities.
Invest in Leadership Development: Clearly outline job descriptions, expectations, and provide proper training for leaders in your organization.
From Industry Collaboration to Youth Engagement: The Future of Landscaping with Britt Wood
24 Sep 2024
00:37:15
“Your job as a leader is to make your people successful. You have to figure out what's holding them back and work with them to help them succeed.”
NALP Elevate Conference: A premier event for landscape industry professionals to learn and network.
NALP Leaders Forum: A networking event for landscape business leaders to discuss key industry issues.
Topics Discussed:
Introduction and Britt Wood’s Background at NALP (Start - 5:10): Rob introduces Britt Wood, CEO of the National Association of Landscape Professionals (NALP), and Britt shares his experience in various industries and how he got involved with NALP.
The Importance of Involvement in Associations and Volunteering (5:10 - 7:30): Britt discusses the value of volunteering in associations, sharing how the most successful people in the industry often volunteer and contribute to the growth of their peers.
Unique Characteristics of the Landscape Industry: Collaboration and Openness (7:30 - 12:00): Rob and Britt talk about how the landscape industry stands out for its collaborative nature, with professionals being open to sharing ideas and helping one another grow.
The Biggest Growth Constraint: Labor Shortages in the Green Industry (12:00 - 16:00): Britt explains how labor shortages are the biggest issue holding back growth in the landscape industry, emphasizing the need for more workers and retention efforts.
How NALP is Addressing the Labor Shortage Through Advocacy and Youth Engagement (16:00 - 20:15): Britt highlights NALP’s efforts to address labor challenges, including their advocacy for the H-2B visa program and initiatives to attract young talent through programs like the National Collegiate Landscape Competition and Roblox.
Success Stories of Landscape Professionals Growing Through Association Involvement (30:00 - 40:15): Britt shares examples of professionals who have significantly grown their businesses by being active members of NALP and leveraging the resources and networking opportunities.
Key Advice for Leaders: Building a Culture Where Employees Thrive (40:15 - 50:00): Britt offers insights into how successful landscape companies build a strong culture that promotes employee retention and engagement, encouraging leaders to create environments they’d want to be part of.
NALP’s Elevate Conference and Leaders Forum: Opportunities for Networking and Leadership (50:00 - 58:00): Discussion on the benefits of attending NALP’s Elevate Conference and Leaders Forum, which provide opportunities for networking, education, and business growth.
Final Takeaways on Getting Involved and Growing Your Business Through Associations (58:00 - End): Britt and Rob close the episode by emphasizing the importance of industry involvement and association engagement for long-term business success.
Actionable Key Takeaways:
Get Involved in Associations: Volunteering at both the state and national levels provides invaluable opportunities for networking, learning, and accelerating business growth.
Solve Labour Issues Through Advocacy: Addressing labour shortages requires advocacy on programs like H-2B, and efforts to attract younger generations through initiatives like the National Collegiate Landscape Competition and interactive platforms like Roblox.
Build a Strong Company Culture: Retention is as critical as recruitment. Create a work environment where employees want to stay by listening to their needs and ensuring they feel supported.
Leverage Industry Collaboration: The landscape industry is uniquely open and collaborative. Tap into this by seeking advice, sharing experiences, and learning from others in the field.
Attend Leadership Events: NALP's Elevate Conference and Leaders Forum are excellent opportunities for landscape leaders to learn, network, and grow.
Jeff McManus (University of Texas): How People Growth Drives Landscaping Success
03 Jun 2025
00:49:30
“How do we make our people successful? Not just making money, but giving them purpose, so they know they matter and belong.” — Jeff McManus
[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.
Unlocking Success: Jeffrey Scott on Leadership & Growth
19 Sep 2024
00:45:25
“Confidence and mindset are the keys to unlocking business growth. When you surround yourself with the right people and trust your team, scaling becomes possible.”
Rob introduces Jeffrey Scott, a leader in the green industry, discussing his deep experience as a consultant and coach, and his family roots in the landscaping and pool businesses.
The History of Glengate and Scott Pools (01:22 - 04:48):
Jeffrey shares the fascinating story of his family’s journey in the industry, from cesspool pumping to construction, and how Glengate was born through a family dispute over trademarks.
Transition from Family Business to Consulting (04:48 - 06:12):
Jeffrey recounts his decision to step away from the family business, starting his own consulting firm to serve the green industry, including peer groups and one-on-one coaching.
Changes in the Landscape Industry’s Professionalism (06:46 - 08:15):
Jeffrey reflects on the growth of professionalism in the landscaping industry, from tradespeople running businesses to finance graduates entering the field.
Key Growth Constraints for Entrepreneurs (09:46 - 11:32):
Jeffrey identifies confidence and mindset as the biggest challenges for entrepreneurs, explaining how self-belief and the ability to envision a 10x future are crucial for success.
The Importance of Surrounding Yourself with Great People (12:40 - 13:43):
Discussion on hiring the right people and trusting them to help grow the business, with a reminder to invest in talent rather than cut costs when recruiting.
Building a Destination Company (23:25 - 27:12):
Jeffrey introduces his concept of a “destination company” and how businesses can create environments that attract and retain top talent by fostering transparency and trust.
Mindset Shifts for Entrepreneurs (29:14 - 32:17):
Jeffrey advises entrepreneurs to step back from daily operations, empower their teams, and focus on long-term planning, even when uncertain about the future.
Breaking Growth Constraints (40:14 - 41:34):
Jeffrey discusses lead flow as a major growth constraint for many companies today and emphasizes the need for a diversified marketing approach to avoid over-reliance on a single channel.
Final Thoughts and Recommended Resources (42:06 - End):
Jeffrey wraps up the episode by recommending Die with Zero by Bill Perkins, and invites listeners to explore his consulting and peer groups for more in-depth guidance.
Actionable Key Takeaways:
1. Focus on Mindset: The most significant constraint is often the entrepreneur’s confidence and vision. Aim to see the potential for 10x growth.
2. Surround Yourself with Talent: Hiring the right people and trusting them will help scale your business. Don’t be cheap when recruiting.
3. Become a Destination Company: Build a culture of transparency and trust where employees can grow and give feedback openly.
4. Diversify Your Marketing: Avoid depending on a single channel for leads. A broad approach will keep lead flow consistent.
5. Long-Term Planning is Essential: Even in uncertain times, plan for the next three to five years. You can always adjust as you go.
Lessons in Growth: Trust, Delegation, and Sales with Marty Grunder
17 Sep 2024
00:39:40
“Success begins and ends with people. If you focus on building relationships and influencing others, everything else falls into place.”
Resources Mentioned in This Episode:
How to Win Friends and Influence People by Dale Carnegie
Rob introduces Marty Grunder and his unique perspective as both a landscaper and a coach in the industry, highlighting Marty’s experience with running Grunder Landscaping for 30+ years.
Growth Journey and Business Evolution (00:46 - 02:19):
Marty talks about starting Grunder Landscaping 40 years ago, growing the company to $14 million in annual revenue, and the mindset shifts required for that growth.
The Role of Snow Services and Business Profitability (02:19 - 03:36):
Discussion on how Marty incorporated snow removal into his business, creating a stable financial foundation through the winter months.
Family Life and Work-Life Balance (03:36 - 06:10):
Marty reflects on different stages of life, from raising children to becoming a grandparent, and how family drives his business success.
Biggest Growth Constraints in the Green Industry (06:10 - 08:01):
Marty identifies sales as the primary growth constraint for landscaping businesses today, particularly in the post-COVID world.
Sales Training and Role-Playing (08:01 - 14:15):
Marty discusses the importance of sales training and role-playing in the landscaping industry and how this practice can significantly improve team performance.
Trust and Delegation for Business Growth (14:15 - 22:30):
Marty explains how learning to trust his team and delegating more responsibilities helped his business grow. He shares his personal journey of letting go of perfectionism.
Developing Leadership Skills Through Sales (22:30 - 29:08):
Marty talks about how sales training can lead to better leadership skills and how business owners can start letting go to focus on what they do best.
Business Development and Networking (29:08 - 34:19):
Marty explains his shift toward focusing on business development, leveraging relationships, and the importance of spending time on activities that directly drive growth.
Letting Go and Trusting the Team (34:19 - 37:55):
How Marty completely stepped away from day-to-day operations for nine months, allowing his team to take ownership and develop their skills, which led to significant growth for the company.
Final Thoughts and Recommended Resources (37:55 - End):
Marty recommends Dale Carnegie’s How to Win Friends and Influence People as an essential resource for building relationships and succeeding in business.
Actionable Key Takeaways:
1. Trust Your Team: Learn to delegate and trust your employees. Giving them responsibility not only helps the business grow but also fosters their development.
2. Invest in Sales Training: Professional sales training and role-playing are critical to improving your team’s ability to close deals and handle challenging client situations.
3. Focus on Business Development: Entrepreneurs should prioritize their strengths, such as networking and business development, rather than micromanaging daily tasks.
4. Let Go of Perfectionism: Scaling a business requires letting go of control and allowing others to grow into their roles, even if mistakes are made along the way.
5. Sales and Leadership Go Hand in Hand: Improving your sales process also enhances leadership skills, as both require clear communication, trust, and emotional intelligence.
Educate to Elevate: The Landscape Industry's Future with Linda Reindl
16 Jun 2024
00:28:32
Introduction to Linda Reindl and the Florida Nursery Growers and Landscape Association (00:00 - 01:22): Linda shares her journey from marketing professional to a key figure in the green industry, overseeing education and scholarship programs.
Trends and Changes in Industry Education (01:22 - 02:37): Discussion on how the needs of green industry entrepreneurs have evolved, especially in terms of professional training and industry certifications.
Industry Collaboration and Information Sharing (02:37 - 04:32): Insights into the landscape industry’s culture of openness and mutual support among professionals across North America.
Addressing Key Challenges: Labor and Marketing (04:32 - 06:37): Linda identifies labor and marketing as the primary challenges facing the industry, emphasizing the need for improved recruitment and brand differentiation.
The Role of Professional Development in Industry Growth (06:37 - 09:58): The importance of ongoing training and certification for career advancement in landscaping.
FNGLA’s Certification Programs and Their Impact (10:37 - 14:40): Detailed discussion on the variety of certification programs offered by FNGLA to enhance industry standards.
Marketing Strategies for Landscapers (17:23 - 19:50): Strategies for improving visibility and customer engagement through effective marketing and community involvement.
Resource Sharing and Professional Networking (26:01 - 28:13): The benefits of community projects and professional networks in fostering industry growth.
Navigating Challenges and Opportunities in Landscaping with Andrew Gross
16 Jun 2024
00:46:15
In this episode of the IM Landscape Growth podcast, host Rob Murray talks with Andrew Gross of the Mariani Premier group about his transition from major consumer brands to landscaping, focusing on overcoming growth constraints in the green industry and the importance of strategic marketing and brand management.
Introduction to Andrew Gross and his background (00:42 - 03:40): Andrew shares his journey from working at Unilever and Serta to joining the landscaping industry, highlighting key career transitions and his reasons for moving towards more entrepreneurial ventures.
Discussion on growth constraints in the green industry (05:00 - 11:13): Insights on what holds entrepreneurs back, focusing on the importance of strategic planning, and how to overcome common pitfalls in business growth.
Strategic planning and marketing tips (11:13 - 20:21): Detailed advice on how to create a functional and effective business plan that aligns with marketing efforts and overall business goals.
The role of Mariani Premier group in elevating industry standards (38:29 - 45:57): Andrew discusses the objectives of the Mariani Premier group in professionalizing the landscaping industry and providing a supportive platform for local businesses.
Transitioning from Craftsman to Business Owner in Landscaping with Weston Zimmerman
29 May 2024
00:35:54
Introduction and Background of Weston Zimmerman (00:41 - 03:06): Weston discusses his early experiences at Tussie Landscaping and the inefficiencies that led to founding Synced Up.
Challenges in Landscaping Operations (03:06 - 05:02): Exploration of operational challenges and the need for integrated systems.
Primary Growth Constraints in Landscaping (05:02 - 06:13): Weston identifies mindset shifts necessary for growth from craftsman to business owner.
Transitioning from Owner Operator to Business Owner (06:13 - 10:49): Detailed discussion on the importance of systemizing estimating and job costing.
Implementing Systems and Processes (10:49 - 17:15): Weston shares practical steps for landscapers to transition from manual processes to automated systems, ensuring accurate costing and efficiency.
Benefits of Synced Up Platform (17:15 - 30:00): Detailed breakdown of how Synced Up helps landscapers manage operations, from job costing to employee management.
Future of Landscaping Business Management (30:00 - 35:34): Vision for future integrations and enhancements in landscaping business practices.
Alan White speaks on the Role of Landscaping in Urban Health and Climate Adaptation
27 May 2024
00:38:54
Episode Notes
Introduction (00:00 - 00:25): Introduction of Alan White, President and CEO of Turf Systems, and his roles in various landscaping and environmental organizations.
Alan's Career and Philosophy (00:25 - 04:11): Alan shares his journey from starting a landscape management company focused on nutrient and pest control to becoming a leader in environmental discussions, emphasizing the importance of plant health and sustainable practices in urban areas.
Addressing Industry Challenges (04:11 - 06:14): Discussion on labor as a recurring challenge in the landscape industry and how it presents an opportunity for growth and innovation, particularly in attracting a purpose-driven younger workforce.
Impact of Landscaping on Urban Well-being (06:14 - 10:59): Insights into the significant role of landscaping in improving air quality and mitigating urban heat, positioning it as crucial for the health of city dwellers.
Entrepreneurial Opportunities in Landscaping (10:59 - 23:44): Advice for entrepreneurs on leveraging the functional benefits of landscaping to enhance business growth and contribute positively to urban environments.
Educational Resources and Industry Trends (23:44 - End): Alan discusses the importance of continuous learning, staying updated with industry trends, and engaging with professional associations to remain at the forefront of the landscape industry.
The Landscape of Opportunity: Building a Career Destination with Dean Morales
21 Apr 2024
00:35:59
This episode features Dean Morales, founder of Heritage and Company, sharing his 23-year journey from starting a lawn maintenance service in college to building a signatory union landscape company with just under 100 employees. He discusses the importance of labour force, core values, and creating a culture where employees want to work.
Introduction to Dean Morales and Heritage and Company (Start - 03:00): Dean shares the inception of his landscaping business during his freshman year of college, transitioning from a two-man operation to a company with nearly 100 employees focusing on bid-build projects and a strategic shift towards enhancing the maintenance division.
Growth Constraints in the Green Industry (03:01 - 06:00): Dean identifies labor force and foundational principles as the primary barriers to scaling a landscaping business, emphasizing the need to build a company culture that attracts and retains talent.
Cultivating a Company Culture (06:01 - 09:00): Discussion on the significance of core values and culture in creating a destination company, including strategies for instilling and living these values throughout the organization.
Accountability and EOS Implementation (09:01 - 12:00): Dean talks about the introduction of the Entrepreneurial Operating System (EOS) in his company, the use of accountability charts, and how every employee having a "number" contributes to clarity and success.
Employee Engagement and Recognition (12:01 - 15:00): Exploring methods for employee engagement, including the application of an accountability chart, quarterly conversations, and recognizing achievements, contributing to a substantial increase in profitability.
Association Involvement and Leadership Development (15:01 - 18:00): The impact of participating in various associations on personal growth and company expansion, and the importance of surrounding oneself with a supportive network, including mentors, family, and professional advisors.
Maintaining Effective Business Partnerships (18:01 - 21:00): Insights into sustaining healthy business partnerships through open communication, the significance of an accountability chart, and aligning roles with individual capabilities.
Recruitment and Training Innovations (21:01 - 24:00): Dean addresses overcoming the reluctance to train new foremen and the introduction of an apprenticeship program to foster a culture of learning and growth.
Strategic Networking and Mentorship (24:01 - 27:00): Benefits of engaging with industry associations and forming mentor-mentee relationships for personal leadership development and business growth.
Leveraging Resources and Continuous Learning (27:01 - End): Discussion on the value of continual learning through podcasts, coaching, and adopting frameworks like EOS and the Great Game of Business to drive company success.
From Ground Up: Michael Pletz's Blueprint for Landscaping Business Excellence
14 Apr 2024
00:35:36
This episode features Michael Pletz, a seasoned entrepreneur in the hardscaping industry, as he shares his journey from working at a stone yard to founding Ever After Landscaping and How to Hardscape, a platform for industry professionals. Michael discusses challenges such as hiring and pricing strategies, offering valuable insights into growing a successful business in the green industry.
Introduction to Michael Pletz and His Ventures (Start - 02:07): Michael shares the origins of his career in the hardscaping industry, from working at a stone yard to founding Ever After Landscaping and developing the How to Hardscape platform, illustrating his growth and diversification within the sector.
Challenges of Hiring and Pricing in Landscaping (02:08 - 04:29): Discusses the pivotal challenges of hiring skilled labor and setting appropriate pricing strategies to ensure business sustainability and growth in the landscaping industry.
Adopting Efficient Pricing Strategies (04:30 - 06:35): Michael delves into the methodology behind his pricing strategies, particularly focusing on labor rate recovery to accurately charge for services rendered, ensuring profitability.
Enhancing Customer Engagement and Sales Techniques (06:36 - 12:05): Insight into effective customer engagement strategies, the importance of understanding client budgets, and refining the sales process to improve close rates and customer satisfaction.
Transitioning from Hands-on Work to Business Management (12:06 - 17:25): Reflects on the evolution from being a hands-on hardscaper to focusing on business management, including the challenges of delegation and maintaining high standards of quality.
Leveraging Digital Platforms for Business Growth (17:26 - 24:25): Discusses the strategic use of digital platforms, including a proprietary software tool for job management and leveraging YouTube for marketing, to enhance business visibility and growth.
Navigating Entrepreneurship and Industry Insights (24:26 - 32:34): Michael provides a broader perspective on entrepreneurship within the landscaping industry, touching on future trends, the importance of strategic marketing, and staying ahead in a competitive market.
Conclusion and Future Outlook (32:35 - End): Summarizes key takeaways from the discussion and provides insights into the future of the landscaping industry, emphasizing the need for innovation, marketing, and adapting to changing consumer demands.
Solving the Labour Puzzle in Landscaping: Training and Development in the Landscaping Industry with Matt Crinklaw
25 Feb 2024
00:36:00
This episode of the IM Landscape Growth podcast features Matt Crinklaw, co-founder of Greenius and now part of LMN, discussing the importance of training and development in the landscaping industry and how it's pivotal in solving labor challenges and enhancing employee experiences.
Introduction to Matt Krinklaw and Greenius (Start - 04:00): Matt shares his journey of growing Greenius, a company focused on training within the green industry, highlighting the early challenges and the eventual acquisition by LMN.
Tackling the Labor Problem (04:01 - 08:00): Discussion on how Greenius is addressing the labor issue in the landscaping industry post-COVID, emphasizing the need for repurposing rather than seeing it as a labor shortage.
Importance of Employee Experience (08:01 - 12:00): Matt explains the concept of replacing 'culture' with 'employee experience' and the significant impact of a solid onboarding process.
Building Employee Funnels and Recruitment (12:01 - 16:00): Strategies on creating employee funnels similar to sales funnels to attract and retain talent.
Creating Career Paths (16:01 - 20:00): Insights into building clear career paths within companies to reduce turnover and improve employee growth.
Micro Promotions and Training Opportunities (20:01 - 24:00): Discussion on the concept of micro-promotions and the importance of providing training opportunities for skill development.
Implementing an Effective Onboarding Process (24:01 - 28:00): Steps to create and implement an effective onboarding process to enhance employee experiences and productivity.
Conclusion and Resources (28:01 - End): Information on how to utilize Greenius for onboarding and training, including details about upcoming summits and recommended reading for further learning.
Soil to Software: The Role of Technology in the Green Industry with Ed Hansen
18 Feb 2024
00:51:34
This episode of the IM Landscape Growth podcast features Ed Hansen, a seasoned entrepreneur in the green industry, discussing his journey and insights into business growth, leadership, and the significance of building a company culture. Ed shares his experiences from founding Hansen Lawn and Gardens to his role in tech innovation with his landscape management software company, EXT.
Introduction to Ed Hansen: Ed Hansen is introduced as a founder and entrepreneur with significant involvement in Landscape Ontario and as a co-founder of EXT, a software company designed to aid landscape businesses (00:00-03:00).
Ed Hansen's Journey: Ed discusses his 20-year journey in the landscape industry, emphasizing the evolution of marketing, customer engagement, and the transition from traditional methods to digital platforms. He also touches on his belief in continuous learning and growth (03:01-07:00).
Building Hansen Lawn and Gardens: Ed shares the story of how he started and grew Hanson Lawn and Gardens into a successful design, build, and maintenance company employing 30 to 40 people. He highlights the importance of training, improving craftsmanship, and the shift towards becoming a destination company for industry professionals (07:01-12:00).
Overcoming Growth Constraints: The primary growth constraint identified by Ed is the mindset of entrepreneurs. He emphasizes the need to envision bigger goals and prepare for growth by planning and adapting to future needs rather than being limited by current capacities (12:01-15:00).
Cultural and Operational Transformation: Ed discusses his realization of being a 'shitty leader' at one point and how seeking external feedback and embracing honesty within the team transformed his leadership and company culture. He also mentions the implementation of processes and technology to improve operational efficiency (15:01-20:00).
Introduction of EXT: Ed explains the genesis of EXT, a software designed to streamline operations, enhance customer communication, and optimize routing for landscape businesses. He stresses the importance of usability and direct communication facilitated by the app (20:01-25:00).
Advice and Resources: Ed recommends "Man's Search for Meaning" by Viktor Frankl for personal reflection and growth. He also talks about the value of mentorship, continuous learning, and embracing external perspectives for personal and professional development (25:01-30:00).
From $0 to $16M: Nathan Helder on Scaling Without Losing Your Life
02 Jun 2025
00:41:21
“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.
Harvesting Potential: Essential Insights for Landscape Entrepreneurs with Jud Griggs
11 Feb 2024
00:37:07
Introduction to Jud Griggs: Jud shares his extensive background in the green industry, starting from his education in landscape architecture and horticulture to managing operations and sales at prominent companies and finally moving into consulting based in Atlanta (00:00-03:30).
Primary Growth Constraint - People: Jud identifies people as the number one growth constraint in the landscaping industry and emphasizes the importance of surrounding oneself with talented individuals who complement one's strengths (03:31-05:00).
Recruitment Challenges and Solutions: Discusses the difficulties in finding motivated workers in the current generation and suggests looking outside the industry for potential employees with the right attitude. He also highlights the importance of creating a compelling job advertisement and engaging younger generations interested in making an environmental impact (05:01-10:00).
Culture of Education and Learning: Jud talks about building a culture where continuous learning and improvement are valued. He suggests weekly training sessions and utilizing community colleges and online resources for education (10:01-15:00).
Business Acumen for Entrepreneurs: Stresses the need for landscape entrepreneurs to develop business knowledge, understanding key concepts like gross margin, cash flow, and job costing to run a successful business (15:01-20:00).
Incentivizing Staff and Understanding Business Fundamentals: Discusses ways to incentivize staff through measurable goals and the importance of understanding the basics of business and accounting (20:01-25:00).
Advice and Resources: Recommends getting involved in industry associations for networking, learning, and avoiding common pitfalls. Jud shares his contact information for those interested in consulting services (25:01-28:30).
Green Horizons: Russell Wood on Enhancing Landscaping Careers
07 Jan 2024
00:39:18
Career Transition: Russell discusses his shift from commercial landscaping to leading the Alabama Nursery and Landscape Association, motivated by labor challenges and a desire for a different career path.
Advocacy Role: As Executive Director, Russell focuses on protecting and promoting the interests of nursery, landscape, and garden center operations, including legislation, pest and disease management, and industry awareness.
Overcoming Growth Constraints: A recurring theme among landscapers is delegation. Russell stresses the importance of trusting employees to overcome personal bottlenecks and achieve business growth.
Workforce Development Initiatives: Russell introduces the "Green Industry Equipment Rodeo" (GEAR), a hands-on event aimed at attracting youth to the industry. The program involves operating various landscaping equipment, fostering interest and confidence among students.
Engaging with Educational Institutions: The program partners with FFA programs and local equipment dealers to offer practical experiences to students, highlighting various career paths in the green industry.
Impact on Students: Russell reflects on the profound impact these events have on students, building their confidence and interest in horticulture and landscaping careers.
Future Plans and Expansion: He discusses plans to extend the program's reach, including incorporating more activities like plant installation and potentially expanding to a national scale.
Advice for Industry Professionals: Russell encourages industry professionals to engage with local educational programs and associations to address labor challenges and to be proactive in shaping the future workforce.
Long-Term Commitment to Industry Growth: Russell expresses his dedication to continuing these initiatives for the foreseeable future, aiming to see the long-term effects of these efforts in the industry.
Neil Glatt's Background: Glatt discusses his entry into the green industry during a difficult job market in 2009. His experience spans from working with a small landscape and snow removal company to growing a business significantly in snow revenue.
Online Education and Consulting: He highlights his current roles, including running an online education platform (Growthebench.com) offering short, digestible videos on various green industry topics, hosting two-day events under Snowfighters Institute, and consulting for companies in sales and operations.
Primary Growth Constraint in Green Industry: Glatt identifies the ability to sell services at the right price as a primary growth constraint. He emphasizes that selling at the correct margin is crucial for maintaining healthy business operations.
Challenges in Pricing and Sales: Glatt talks about common problems businesses face, like being compared to competitors' prices and the inability to estimate correctly, leading to underpricing services.
Target Marketing and Identifying Customers: He stresses the importance of target marketing and engaging with the right type of customers who value what the company offers.
Sales Behaviors and Processes: Glatt compares sales to running marathons, emphasizing consistency and discipline in making sales calls and following up with potential customers.
Understanding Customer Needs: He advises on understanding what customers value by asking existing clients and seeking referrals, as well as tailoring sales pitches to specific customer needs.
Importance of a Sales Process: Glatt outlines the necessity of a structured sales process, including identifying prospects, engaging, qualifying, estimating, and closing deals.
Handling Common Sales Responses: He discusses techniques for handling common objections and responses from potential customers, advocating for proactive and respectful sales approaches.
Self-Limiting Beliefs in Sales: The episode delves into the topic of self-limiting beliefs that can hinder sales performance, and the importance of overcoming these through coaching and self-awareness.
Contact Information and Recommendations: Glatt provides his contact details for further engagement and recommends resources for sales improvement, including John Maxwell's work and the book "Giftology" by John Ruhlin.
Beyond the Business: Creating Community in Landscaping with Joe Salemi
24 Dec 2023
00:38:18
Career Journey: Joe reflects on his diverse experiences, ranging from negotiating significant deals to consulting with hundreds of landscape companies, and how these roles shaped his comprehensive understanding of the industry’s challenges and opportunities.
Workforce Development: A significant focus of the conversation is on workforce challenges. Joe emphasizes that there is a workforce available, but it requires business owners to adjust their perspectives, particularly regarding individuals with physical or mental health barriers. He highlights tools and technology that can aid in making jobs accessible to more people.
Landscape Ontario's Role: Joe discusses the vast resources available through Landscape Ontario, including training programs and professional development seminars. He encourages business owners to use these resources for team development and emphasizes the power of building a supportive network.
Building Strong Cultures: The conversation also touches on the importance of creating a positive work environment. Joe shares insights on how investing in employees’ growth contributes to a company's success and how Landscape Ontario facilitates this process.
Success Factors in the Green Industry: Joe identifies the key to happiness and success in the green industry: knowing oneself, focusing on strengths, and not trying to be everything to everyone. He also stresses the significance of work-life balance and the ability to disconnect and be present with family or friends.
Upcoming Initiatives: Joe shares exciting future plans for Landscape Ontario, including their application for funding to build a new training facility. This facility aims to elevate the standard of professional development in the landscape industry.
Leadership and Vision: The podcast concludes with Joe's reflections on leadership. He shares valuable lessons on leading diverse groups of strong personalities and the importance of having a long-term vision.