Trades Talk Podcast

Trades Talk Weekly Update #24 In this week’s update Justin takes listeners into three important topics shaping the future of the trades as we head toward the end of the year. He opens with a reminder to pause, reflect, and appreciate the impact we make on our teams, our communities, and the people who count on us. Justin shares what he is learning from skip level one to ones and why these conversations help leaders stay grounded in the day to day reality of their companies. He explains the questions he uses, the traps to avoid, and why listening without jumping in to fix things creates stronger cultures. He also gives a behind the scenes look at his recent meetings with several private equity firms. With billions of dollars looking for a home in the landscape and service industries, he talks candidly about how owners should think about valuation, timing, and the sameness he sees in many PE strategies. Finally he revisits one of the hottest topics in the industry, electric equipment. Justin breaks down why electrification is accelerating, how robotics and AI are reshaping what is possible, and why teams who make the shift early will have an advantage when autonomous equipment becomes mainstream. Justin closes with an invitation to share the episode with someone who would benefit, and encourages listeners to reach out with guest ideas or to join the show.

This week on Trades Talk, host Justin White sits down with Diego Lopez, brand strategist and founder of 153 Studio, for a deep dive into the power of branding that puts people and purpose first. In this episode, Diego breaks down: • Why branding is not your logo, it’s how your clients feel • How to align story, operations, and values across every touchpoint • The critical mistake companies make trying to serve everyone • How internal silos erode external trust • Why marketing should force operational introspection • The branding opportunity on social media that most contractors are missing Diego shares examples from the trades, explains how companies can stop faking "luxury" and actually deliver it, and shows why your team, not your font, is your brand. If you want to build a business that attracts the right clients, earns deep trust, and reflects your true values, this one’s for you.

In this weekly update, Justin White shares insights from his recent experience at the National Association of Landscape Professionals (NALP) conference, discussing the vibrant energy and opportunities within the landscape industry. He emphasizes the importance of leveraging artificial intelligence and automation to enhance business efficiency and competitiveness. White also addresses the current state of mergers and acquisitions in the industry, highlighting the challenges and opportunities for growth. He concludes with a motivational message about believing in one's potential and the exciting future for trades professionals.   https://www.linkedin.com/in/justin-white-%E2%98%85-35b7a210b/  

This week on Trades Talk, host Justin White sits down with Andrew Martin, founder of Urban Landcare, to explore how personal grit, strategic pivots, and people-first leadership built one of San Diego’s most exciting landscape companies. From growing up on construction sites in Northern Kentucky to becoming a disruptive force in Southern California, Andrew’s journey is a masterclass in betting on yourself and evolving with the industry. In this episode, Andrew shares: How he launched Urban Landscapes in 2018 with two employees and 15 properties Why he quickly shifted from residential to commercial and leaned into irrigation as a profit center What he’s doing to stay ahead of California turf regulations and tech trends Why he took the time to learn Spanish and how it transformed his connection with the team His approach to competing with national firms by focusing on personal relationships and service consistency Whether you’re building your book from scratch or scaling into the millions, Andrew’s story offers a grounded, real-world look at what it takes to grow smart, lead well, and stay true to your values. Tune in to hear how one founder is dominating his local market while planning for what’s next.

This week on Trades Talk, Justin White breaks down the three questions every trade leader should be asking to assess culture, clarity, and hiring momentum. Inside the episode: • How a simple 1–10 scale can reveal culture gaps • What separates A players from C players, and why it matters • Five keys to building a growth-focused culture that attracts top talent • Why problems are actually your greatest asset Justin also shares updates from the Disruptors community, real coaching wins from members like Dylan Whitlow, and how custom GPTs like Landscape Intelligence are changing the game for contractors. If you want to build a culture that fuels growth, and learn how top operators think about team, tools, and mindset, this one’s for you.

This week on Trades Talk, host Justin White sits down with Seb Lopez of Awake Abroad Media to talk about all things storytelling, content strategy, and personal branding. Seb brings a global perspective to his work, shaped by years of traveling, media production, and working with elite performers; from Olympic athletes to top real estate professionals. In this episode, Seb shares: Why shifting from social media consumption to creation is a game-changer How to build a brand around your values , not just your business The three core content types every company should be producing Why your personal brand attracts the right clients and talent The secret to creating content that actually drives results Whether you’re a CEO, marketer, or just getting started in content, this episode breaks down a practical and sustainable approach to media that connects and converts ; without burnout or fluff. If you’re ready to stand out, tell your story, and scale trust, this one’s for you.

This week on Trades Talk, Justin White shares key takeaways from an action-packed week on the road, including the Equip Expo in Louisville and the Disruptors Social hosted alongside Aspire, Crest, and Leanscaper. Justin recaps lessons from Jesse Cole’s “Five E’s”: Eliminate Friction, Entertain Always, Experiment Constantly, Engage Deeply, and Empower Action.....and how they apply to building remarkable client experiences in the trades. You’ll also hear about the debut of the Kress Voyager, the first fully autonomous mower capable of cutting labor costs by up to 80 percent, and how K&D Landscaping has reduced costs, improved retention, and boosted revenue through electric equipment adoption and better labor hour management. Justin closes with a challenge to every contractor: the next ten years are the Super Bowl of the trades. Those who act fast, innovate boldly, and execute relentlessly will lead the field.

This week on Trades Talk, host Justin White sits down with Jon Gohl, a longtime team member at Aspire Software, to explore the power of reflection, mindfulness, and personal transformation in both life and leadership. Jon shares his journey from walking with a cane to preparing for a walk across the Grand Canyon, and how that physical recovery mirrors his approach to leading people, setting goals, and growing intentionally. In this episode, Jon opens up about: Overcoming physical challenges and creating accountability by sharing bold goals Using breathwork and mindfulness to stay present and grounded How vulnerability builds connection and unlocks team potential The value of listening deeply to your people, especially in field-based roles His leadership philosophy: "Live on the skinny branches; where growth happens" Whether you're scaling a business, leading a team, or looking inward, Jon brings a human-first approach to growth that blends personal development with professional purpose. If you’ve ever wondered how to balance technology with human connection, or how to lead with humility in a fast-moving world,  this episode will hit home.

This week on Trades Talk, Justin White shares insights from a Lunch and Learn in Denver hosted by Aspire Software and Designscapes Colorado, which focused on speed as a competitive edge in the green industry. Phil from Designscapes detailed how his team scaled to $50 million in revenue with 350 employees by doubling down on the basics, making decisions faster, and always doing what’s right. Justin also introduces the Speed Flywheel: Decide. Execute. Debrief. Learn.... a simple cycle helping contractors build momentum and scale faster. You’ll also hear: Why speed to lead is a contractor’s most powerful (and affordable) differentiator How companies are aiming for $1 million in revenue per employee The mindset shift from contractor to tech-enabled business Plus, get a preview of EQUIP Expo in Louisville and why the Disruptors Social at Zeppa’s Greenhouse is the place to be. This episode is for anyone looking to grow faster, work smarter, and get ahead in a changing market.

This week on Trades Talk, host Justin White sits down with Derek Clelan, founder of Your Haven Landscape Designs, to break down how one idea , a simple design service,  turned into a full-scale design machine supporting contractors across the country. After going bankrupt at 24, Derek rebuilt from the ground up. Now, just over a year into launching Your Haven, he’s built a 44-person team, delivered over 1,000 designs, and created a recurring revenue model that’s changing how contractors sell work, reduce change orders, and deliver better projects. In this episode, Derek shares: • The mindset shift that helped him bounce back and rebuild • How the Backyard Blueprint and Pro Memberships are fueling rapid growth • Why contractors need better design support to scale their business • The culture and execution strategies driving his team’s success If you’re looking to sell more work, improve efficiency, and build something lasting, this episode delivers real, tactical insight from someone who’s doing it in real time.

This week on Trades Talk, host Justin White unpacks why the next three years will bring more change to the trades than the last three decades. As technology, capital, and automation reshape the industry, early adopters will create separation — and those who lag behind may struggle to catch up. In this episode, Justin explores: • Artificial Intelligence — How AI is transforming estimating, scheduling, communication, and leadership across the trades • Institutional Capital — Why private equity and corporate investors are flooding into the industry, and what that means for growth and exits • Automation — From autonomous mowers to AI-powered job sites, how robotics are changing how work gets done He also shares what his team is doing to stay ahead and offers a framework to help you build your own future-ready game plan. If you’re looking to future-proof your business, stay ahead of the next wave, and learn how top trade leaders are adapting, this episode is a must-listen.

In this episode of Trade Talks, Justin White sits down with Mark Sedgley and Taylor Gould to discuss one of the biggest moves in the green industry: the merger of LMN, SingleOps, and Greenius into Granum.   They unpack the story behind the new name, the marketing strategies that brought three powerhouse brands together, and why customer experience is the heartbeat of Granum’s future. From lessons learned in rebranding to the role of AI and technology in landscaping software, this conversation gives you an inside look at the trade secrets shaping the next era of the green industry.   Whether you’re a landscape business owner, a tech enthusiast, or simply curious about where the industry is headed, this episode is packed with insights on growth, branding, and bold decision-making.

Register for Denver, CO Lunch and Learn: https://web.cvent.com/event/7bc1304f-be1e-4ecd-99f1-5cb9e3184495/summary?RefId=Designscapes   In this weekly update, Justin White shares personal reflections on recent events, including his excitement for upcoming travel and networking opportunities. He discusses the importance of speed in business growth, particularly in the landscaping industry, and highlights the value of peer learning and community support. The conversation also features insights from the Disruptor Group, recognizing members for their contributions, and emphasizes the significance of client experience in business strategy.   Key Take Aways: business growth, networking, disruptive strategies, landscaping industry, client experience, technology, peer learning, community, speed in business, events   https://www.linkedin.com/in/justin-white-%E2%98%85-35b7a210b/   https://www.instagram.com/justinwhiteceo/

This week on Trades Talk, host Justin White sits down with Shantel Perez, Employee Success Specialist at K and D Landscaping, to explore how one person can completely reshape the culture of a growing company by showing up, listening deeply, and leading with humility. Shantel didn’t come from a traditional HR background; instead, she built her role from the ground up by staying close to the field and becoming a voice the team could trust. Now in her fourth year with the company, Shantel shares how her journey from maintenance admin to company-wide culture leader has helped bridge the gap between production crews and management. Along the way, she has: Helped implement Aspire and streamline team operations Developed bilingual communication systems across departments Reduced turnover from over 40 percent to just 12 percent Spent hours in the field listening to crews and validating their experiences Replaced rigid HR policies with an employee-first, trust-based approach This episode dives into what it really means to lead with heart in a high-growth company. From walking job sites at 6 AM to attending every department’s L10 meeting, Shantel has become a pillar of consistency and care. If you’re building a team, growing a business, or rethinking what HR can be, this is one you won’t want to miss.

This week on Trades Talk, host Justin White celebrates a major milestone; the 100th episode of the show. What started as a simple idea between Justin and co-founder Maggie Wymore has grown into a platform that champions leadership, learning, and real conversations across the trades. After nearly 80 interviews with landscape industry professionals, Justin reflects on the most impactful lessons shared by business owners, operators, and disruptors. From mastering the numbers and empowering teams to staying humble and serving others, this episode brings together the most powerful takeaways from two years of deep conversations. In this episode, Justin shares: The core traits that separate top leaders in the industry Lessons on scaling without losing your soul Why financial literacy is non-negotiable How to build a resilient company culture that lasts What he’s learned about consistency, service, and growth Whether you're new to the industry or building your legacy, this one is packed with hard-earned wisdom. Tune in and help us celebrate the journey so far, and get ready for what’s next.

This week on Trades Talk, host Justin White sits down with Ron McCabe, a former tech executive turned digital marketing specialist for the landscaping industry. After working 120-hour weeks in the tech world and surviving a life-threatening health crisis, Ron made a dramatic shift; losing over 270 pounds and dedicating his career to helping landscapers grow smarter through strategic marketing with Everbearing Services  In this episode, Ron shares: • How he transitioned from a patent-holding technologist to a marketing expert in the green industry • Why local SEO, Google Business Profiles, and visual content drive the highest quality leads • How to create consistent branding that generates 6 to 9 impressions before converting a client • Why focusing on long tail keywords and niche services beats broad targeting • His approach to work life balance, using tools like Whoop and CGM to track stress and performance Ron also breaks down the importance of daily non negotiables, five day work weeks, and continuously improving both personally and professionally. If you’re a landscaper looking to level up your marketing without burning out, this episode is packed with real world strategies and inspiration.

In this weekly update, Justin White shares insights from recent conferences, including the Leanscaper and Ignite events, discussing key takeaways on goal setting, team management, and the future of the landscape industry with AI integration. He emphasizes the importance of strategic one-on-one meetings and the potential for technology to transform business operations. Additionally, he shares personal updates on his backyard project and encourages listeners to stay connected for future podcasts. Takeaways Weekly one-on-one meetings are life-changing for teams. Focus on how to achieve goals, not if they can be achieved. AI will significantly impact the landscape industry. The future workforce will be more automated and efficient. Networking is crucial for support and growth in the industry. Leanscaper is an operating system for business management. Technology will change how we communicate and operate in landscaping. Personal projects can be fulfilling and exciting. The landscape industry is filled with great people working towards common goals. Stay tuned for future podcasts with valuable insights.   Chapters 00:00 Weekly Update and Exciting Events 05:17 Leanscaper Insights and Future of Technology 09:20 Aspire Ignite Conference Highlights 12:43 Networking and Community in Landscaping 13:18 Personal Projects and Closing Thoughts 14:25 NEWCHAPTER

This week on Trades Talk, host Justin White sits down with Ryan Markewich, a Canadian landscape entrepreneur, coach, and early adopter of open book management, to unpack his journey from mowing lawns to building a business that now operates with employee ownership and long term vision at the core. Ryan started his company in Kelowna, British Columbia in 1994, going door to door to pay rent while dreaming bigger. Over time, he scaled to a multi million dollar operation, but not without burnout and hard lessons along the way. Influenced by personal development legends like Jim Rohn and John Maxwell, Ryan leaned into learning, coaching, and building a company around transparency and shared success. In this episode, Ryan shares: • How he used open book management and the Great Game of Business to build real accountability • Why he sold 85 percent of his company to his employees and how the structure works • What it means to run a company focused on long term thinking and consensus based leadership • Why teaching employees how business works is the key to building great teams • What he is planning next with R-Mark Coaching and the first landscape retreat in Mexico Ryan also talks about spending months each year in Mexico to reflect, challenge his thinking, and reconnect with what matters most. If you are interested in employee ownership, values based leadership, and scaling a business that puts people first, this episode is packed with wisdom and real world experience.

This week on Trades Talk, host Justin White shares real-world strategies for using AI and ChatGPT to boost productivity, streamline operations, and shift from manual work to smarter systems. What used to take four hours, Justin now does in thirty seconds, thanks to custom AI tools designed specifically for the green industry. The episode opens with a story about helping a friend estimate a fence project using a custom GPT called Landscape Intelligence. The tool generated pricing, materials, permits, and layout suggestions instantly. This is just one example of how AI is transforming time-consuming tasks into fast, repeatable workflows. In this episode, Justin shares: • How to build a Master Prompt that gives ChatGPT consistent, high quality answers • Why custom GPTs are changing the game for landscapers, marketers, and operations teams • How to use the Projects feature in ChatGPT to track documents, collaborate, and maintain context • Why AI has allowed him to go from a biweekly podcast to twice per week • What to expect at Lean Scaper Dallas and Aspire Ignite Anaheim Justin also explains how AI is driving a major shift in labor, freeing up teams to focus on higher value work while machines and software take on the repetitive. He encourages listeners to start experimenting now, lean into new tools, and build systems that will drive the next generation of business growth.

This week on Trades Talk, host Justin White sits down with Eli Zevin, General Manager of Aspire Software, to explore the power of technology, implementation strategy, and what is coming next for the landscape industry. Eli joined Service Titan in 2016 with no background in trades or software and spent nearly a decade helping contractors succeed before taking on his new role at Aspire. From startup culture to scaling enterprise systems, Eli shares what he learned about change management, software adoption, and the importance of delivering real value during implementation. In this episode, Eli shares: • How early startup culture at Service Titan shaped his leadership style • Why great software implementations focus on outcomes, not checklists • How Aspire is helping contractors track labor variance and upsell opportunities • What role software plays in supporting mergers and acquisitions • Why the green industry is poised for massive professional growth and wealth creation Eli also shares a preview of what to expect at the upcoming Ignite conference in Anaheim, where Aspire will dive deeper into its product roadmap and how it plans to support the evolving needs of the industry. If you are looking to scale your systems, improve processes, or understand the next evolution of business technology in landscaping, this conversation is a must listen.