IM Landscape Growth Podcast

TimestampTopic01:04From Hobby to CEO: Tiffany Sergi's journey to leading Landscapes by D&J after quitting nursing school to take over the business.02:27The Primary Growth Constraint: Leaders themselves being a bottleneck is the biggest thing holding entrepreneurs back in the green industry.03:10Changing Culture: How self-reflection and implementing core values changed the company culture, starting with the leader.03:59The Core Values "FEATT" Acronym: Fun/Family, Excellence, Accountability, Transparency, and Teamwork.07:19Authentic Reinforcement: Creating a weekly core value winner who receives $20 to reinforce desired behavior.09:56Business Scale: Landscapes by D&J is currently around $4 million in revenue, aiming to flip to 70% commercial.10:30Personal Hurdles: Overcoming imposter syndrome as a female leader in a technical industry and hiring a fractional CFO to manage financial analysis.11:47The Superpower of Support: Acknowledging weaknesses and bringing in strong support (SME, fractional CFO) is a critical leadership style.13:20Fighting Imposter Syndrome: Reflecting on past successes and the team created to shift the framework and focus on the mission.14:49The Delegation Hurdle: The next biggest constraint is still being the bottleneck by having a hard time delegating ("I can do it quicker").17:47Balancing Profit and Capacity: How adding administrative salaries (heavy G&A) is an investment that frees up the CEO for higher-leverage, revenue-capturing activities.20:48The Accountability Chart Exercise (EOS): Placing roles and tasks in buckets, not people, to identify where tasks fall and reveal necessary new positions (like Director of Operations).24:49The Hard Part of Leadership: Tiffany walks through the difficult process of terminating employees, grounding the decision in the company's core values.27:52The Arrogance of Cocooning: The flawed thought process of keeping someone for the sake of "not messing up their life" at the expense of the whole company.29:30The Biggest Lesson: "Look in the mirror and not through the window." The culture is a reflection of the leader.30:36Resource Recommendations: Traction, How to Be a Great Boss (Gino Wickman/EOS), and Leaders Eat Last (Simon Sinek).Export to Sheets

“I was the bottleneck. The biggest growth constraint was me learning to get out of the way.” - Burt LabutteResources Mentioned in This Episode:Todd Services - Kurt LaButte's companyPeer Group: Jeffrey Scott Consulting – growth-focused landscape peer groupsBooks/Authors:Simon Sinek – leadership and “Start With Why” principlesAI and leadership books (unnamed, referenced as part of Kurt’s learning path)Game and Business: Referenced as a recommended resource for understanding measurement in businessTopics Discussed:00:01 – Intro: Rob welcomes Kurt LaButte of Todd Services01:13 – The origin story: mowing lawns with rowboats and the “Todd” name04:03 – From small beginnings to $28M and 180 employees07:28 – Biggest growth constraint? Himself—learning to get out of the way08:24 – Surviving the 2008 crash: $10M down to $4M and losing his brother10:18 – The turning point: realizing he was the bottleneck12:09 – Joining a peer group and embracing lifelong learning13:25 – Shifting from dictatorship to open leadership culture15:44 – Tactical advice: sharing numbers, goals, and listening to staff18:23 – Helping employees align personal goals with company direction21:06 – Building for second generation and long-term retirements23:33 – Why stepping away empowers teams and strengthens culture28:28 – The fear of taking time off and advice for small business owners30:24 – Learning numbers early and why metrics matter34:36 – The value of patience, brand, and consistency in growth37:24 – The power of peer groups for accountability and growth39:16 – Books and resources: Simon Sinek, Jeffrey Scott Consulting, AI leadership titles41:00 – Closing thoughts and gratitudeActionable Key Takeaways:Get out of your own way – Leaders often create bottlenecks by micromanaging. Growth requires trust and delegation.Know your numbers – Don’t rely on guesswork; margins, costs, and metrics are non-negotiable for scaling.Embrace learning – Books, peer groups, and outside resources are critical, even if you’re an “old dog.”Share goals openly – Transparency with numbers and objectives boosts accountability and team motivation.Prioritize culture – People thrive when they feel safe making mistakes, voicing ideas, and aligning personal goals with company goals.Play the long game – Brand reputation and consistency compound over decades, not months.Step away sometimes – Taking time off creates space for your team to step up and develop autonomy. 

"Just like you wouldn’t expect to change the culture with just one person, the same goes for landscaping—true transformation comes when we embrace diverse perspectives at the leadership table." – Scott GramsResources Mentioned in This Episode:Landscape Illinois: https://landscapeillinois.org – the main association for the Illinois landscape industry.Unreasonable Hospitality by Will Guidara: Amazon link to the book – A book focused on going above and beyond in customer service, offering insights for the landscaping industry.Malcolm Gladwell's books and podcasts: Malcolm Gladwell's website – Known for his books and the podcast Revisionist History, where he explores social behavior and culture.Perplexity AI: https://www.perplexity.ai – An AI tool recommended by Scott for conducting deep dives into regulations and laws.Topics Discussed:(00:02) - Introduction to Scott Grams and Landscape Illinois(02:06) - Scott’s background and current focus as Executive Director(04:23) - Scott discusses the primary growth constraint in the landscape industry today(06:05) - The impact of private equity and the rise of middle management demand(09:42) - How companies are retaining middle management through flexibility and benefits(13:33) - The landscape industry’s openness to sharing and collaboration(16:19) - The value of association engagement and niche demographic groups(19:57) - The importance of networking and mentoring in landscape growth(21:58) - Insights into legislative efforts and lobbying within the landscape industry(29:21) - AI and its growing role in landscape industry operations(33:49) - Educating the landscape community on AI adoption and its potential benefitsActionable Key Takeaways:Middle management is the most crucial but hardest-to-find tier in the landscaping industry today.Flexibility, better benefits, and team-building efforts can significantly improve retention of middle managers.Engagement with industry associations like Landscape Illinois provides a direct path to professional growth and knowledge sharing.Cultivating a strong professional network early in your career can be a game changer for long-term success.Industry growth often hinges on the collaboration and shared knowledge between competitors in the landscape design-build sector.Adopting AI tools in everyday operations, from communication to research, can save time and boost efficiency.Lobbying and legislative engagement are critical to protecting the landscape industry from restrictive regulations.

"Recruiting is like shaving. If you don't do it all the time, you're going to look ugly." - David Whittaker - quoting Tennesee Football Coach Phillip FulmerResources Mentioned in This Episode:Books: "The Energy Bus" by John Gordon, "Traction" by Gino WickmanPodcast: Equiscape Insider, Grass to GratitudeWebsite: Equiscape Business AdvisorsTopics Discussed:00:00 - Introduction to David Whittaker and his background in the green industry.05:15 - David's journey from Gibbs Landscape to Equiscape Business Advisors.12:30 - The role of financial strategy in landscape business success.18:45 - Challenges in recruitment and the importance of a strong team.25:00 - Mindset shifts for entrepreneurs in the green industry.32:15 - The significance of continuous learning and adaptation.40:00 - Closing thoughts and how to connect with David Whittaker.Actionable Key Takeaways:Embrace a financial strategy that aligns with your business goals and market conditions.Prioritize recruitment and continuously build a strong team to drive growth.Shift from a transactional to a transformational mindset for long-term success.Invest in continuous learning and adapt to industry changes.Understand the value of collaboration and resource sharing within the industry.Balance owner's pay with business needs to ensure sustainable growth.Leverage data and analytics to make informed business decisions.

"The business is out there, not on a computer screen. It's about connecting people with the work they love." - Paul FrayndResources Mentioned in This Episode:Books:"Setting the Table" by Danny Meyer"Unreasonable Hospitality" by Will GuidaraPodcasts:Founders Podcast by David SenraOrganizations:National Association of Landscape Professionals (NALP)Company:Sun Valley LandscapingTopics Discussed:00:00 - Introduction to Paul Fraynd and his early beginnings05:15 - The college startup story and early challenges12:30 - Key turning points in growing Sun Valley Landscaping20:45 - The importance of focusing on the right clients30:00 - Building a customer-centric business model40:15 - Insights on leadership and team management50:00 - Resources and books that influenced Paul's journey55:30 - Closing thoughts and future goalsActionable Key Takeaways:Focus on your core customer to streamline operations and increase efficiency.Embrace a growth mindset to overcome challenges and drive business success.Build a customer-centric model that prioritizes service and hospitality.Invest in your team by fostering a culture of care and development.Use setbacks as learning opportunities to refine your business strategy.Leverage industry networks for support and shared knowledge.Stay true to your passion and let it guide your business decisions.

“I didn’t know what a yard of topsoil cost—but I knew how to learn fast and hire smart.” - Adam NeilsonResources Mentioned in This Episode:The Great Game of Business by Jack StackA practical guide to open-book management that empowers teams by sharing financials and teaching business literacy.Never Split the Difference by Chris VossFormer FBI negotiator Chris Voss shares high-stakes negotiation tactics you can apply to business and leadership.Crucial Conversations by Patterson, Grenny, McMillan, and SwitzlerLearn how to navigate high-stakes conversations without conflict derailing the outcomes you need.Jordan Peterson’s WorkKnown for his philosophical and psychological insights, Peterson’s work was cited by Adam as a powerful influence on mindset and clarity.AI Agents Overview – FutureToolsExplore a curated directory of AI tools (including task agents) that can help automate admin and back-office tasks affordablyPika LandscapesAdam’s company in Whistler, BC—proof that strategic acquisition, design focus, and leadership investments can grow a green industry business.Topics Discussed:00:00 – Intro: Meet Adam Neilson, owner of Pika Landscapes01:00 – From landscape architecture to “I’m out”: Adam’s pivot to tech03:00 – Why Adam bought a landscaping business…in the snow05:30 – “We’re screwed”: The night Adam thought he blew it06:30 – Turning it around through desperation and 10-hour estimates08:00 – Rebranding, acquisition #2, and a Netflix-worthy Year 209:15 – Scaling pains: What $1.5M felt like without a leadership team10:45 – Strategic hires: Construction manager, account manager, logistics14:00 – The culture clash of merging two landscape crews17:00 – What he’d do differently when buying a business21:00 – Letting go of control vs. holding on to what you love24:30 – Why Adam isn't building to sell—and why that matters27:00 – A small bet: Dump truck investment and reversible decisions30:00 – Where AI fits in landscape: The back office, not just the field32:30 – Adam’s top business books + resourcesActionable Key Takeaways:Hiring leadership = unlocking scale – Strategic hires took Adam from $1.5M to $4M.Culture eats strategy when buying companies – Misalignment in values cost people.Love something? Don’t outsource it – Adam keeps the parts of the business that light him up.AI can cut back-office costs fast – $30k VA work now potentially costs $1k with AI agents.You don’t need to build to sell – Adam’s model is about sustainability, not exits.You can undo big decisions – Buying a truck wasn’t permanent—it was a test.

"Consistency in customer experience, from $7,000 to $70,000 projects, is what makes us stand out." — Kevin ButlerResources 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 growActionable 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.

“I was all in—there was no turning back. It had to work, so we built it to work.” — Al Perreault of Green Collar LandscapingResources 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 customersTopics 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 genActionable Key Takeaways:Fix what keeps breaking. If it’s a recurring issue, build a system around it.Use motivation wisely. Fueling at night works better because people want to go home.Promote from within. It builds buy-in and makes employees proud to be part of growth.Don’t overcomplicate it. Simple, useful processes beat complex ones that collect dust.Communicate the vision. Whether it’s at a BBQ or team meeting, keep your team in the loop.Be present—on purpose. Even if you lead from a distance, culture needs constant care. 

“Most small businesses get stuck because the owner is in the way—and that includes being afraid to let go.” — Ashly PaladinoResources Mentioned in This Episode:Mel Robbins – The 5 Second Rule – A powerful tool to help you make confident decisions and take immediate action.Mel Robbins – The Let Them Theory – A mindset shift that frees you from over-control and people-pleasing.NALP (National Association of Landscape Professionals) – The leading industry organization for education, networking, and advocacy in landscaping.Sales Commitment Card – A tool inspired by Nate Moses to drive sales accountability and shorten timelines (custom-developed, not linked).Topics Discussed:[00:00] Intro – Rob welcomes Ashly Paladino, COO of Sun Valley Landscaping[02:00] From event planning to landscaping – Ashly’s career switch and how she joined Sun Valley[03:45] Merging two companies into one – The origin of Sun Valley Landscaping[05:00] Growth mindset – Why they set a $30M goal and how it drives decisions[06:30] Raising industry standards – Ashly’s leadership role with NALP and Nebraska’s local association[09:30] Biggest growth constraint – Why owners often hold their companies back[13:00] Letting go and building trust – How tough conversations unlock scale[16:00] Leadership structure – Dividing roles between three leaders for focus and momentum[20:00] Profit vs. foundation – Investing in leadership before they could really “afford it”[24:00] Two hats – Separating owner and operational roles for better clarity[28:00] Lessons from a rough year – How a marketing wake-up call sparked massive change[29:45] Be everywhere – How they rebuilt community connections through networking[31:30] Golf clubs, boards, and handshakes – Why old-school networking still works[35:00] Sales process gaps – Inconsistency, delays, and what’s being fixed[38:00] The power of upfront commitments – Borrowing from Nate Moses’ approach[41:30] Closing the file – A clever tactic for reactivating ghosted leads[44:00] Recommended reading – Mel Robbins’ books and mindset strategiesActionable Key Takeaways:The owner is often the bottleneck. Recognizing this is the first step toward unlocking growth.Invest in leaders before you need them. Laying the foundation early pays off when scaling.Be visible in your community. Networking still works—especially when done with intention and generosity.Hold salespeople accountable. Use tools like commitment cards to create urgency and deliver consistency.Present in person. For bigger jobs, nothing beats a face-to-face proposal to build trust and close faster.“Close the file” works. If a lead is ghosting, a respectful sign-off often triggers a quick reply.Separate owner vs. operator roles. Treat ownership like its own job, not just another hat.

“If we can predict the result of our work within a 5% margin, that’s the bee’s knees.” — Paul DemarcoResources Mentioned in This Episode:SALT (Sales and Lead Tracker) – Intrigue’s proprietary tool for real-time attribution, cost-per-lead analysis, and CRM integration. Try it free for four months.$100M Offers by Alex Hormozi – How to create offers so good people feel stupid saying no.$100M Leads by Alex Hormozi – Step-by-step guide to getting more leads and customers, fast.Scrum: The Art of Doing Twice the Work in Half the Time – The project management system that inspired Intrigue’s sprint website builds.Hyros – Advanced marketing attribution software to map the full customer journey and ad impact.Topics Discussed:[00:00] Intro – Rob welcomes Paul Demarco, co-founder of Intrigue Media[01:00] The origin story – From school project to 100+ landscape clients[02:45] Paul's core focus – SEO, ads, results, and centralized data[04:30] From generalists to specialists – Why Intrigue now works solely with landscapers[06:30] Website sprints – How building sites in one week changed client experience[10:45] What’s working now – High-intent keywords and better budget control in Google Ads[17:30] Top converting terms – What real landscaper leads are searching for[21:00] Partnerships = Expectations – Predicting and promising specific outcomes[26:00] Tools that matter – Using tracking to truly understand marketing ROI[30:00] The danger of turning off ads – How one pause can undo performance[34:45] Why Paul loves Hormozi – Learning to simplify and scale[36:40] How to connect – paul@intrigueme.ca and free access to SALTActionable Key Takeaways:You can’t improve what you can’t measure. Use attribution tools to know what’s actually working.Specialize to scale. Focusing on one industry lets you replicate success and improve faster.Website speed matters. Moving to one-week sprint builds drastically improved results and client trust.Cut wasted ad spend. Most landscapers burn budget on irrelevant keywords—clean it up to double lead quality.Talk about them, not you. Great landing pages speak to the client’s pain, not your process.Expectations build trust. Promise specific results—and make your work live up to the promise.Stay in market. Turning off ads resets performance and weakens your competitive edge.

“How do we make our people successful? Not just making money, but giving them purpose, so they know they matter and belong.” — Jeff McManusResources Mentioned in This Episode:Landscape University / Landscape Longhorn University – Internal training programs inspired by Disney University to develop team mastery and culture.Drive by Daniel Pink – Book outlining the three motivators: purpose, autonomy, and mastery.John Maxwell, 17 Essential Qualities of a Team Player – Leadership DVD series used for team development.Admiral William McRaven’s 2014 University of Texas Commencement Speech – Navy SEAL life lessons including “Make your bed.”Rocky Balboa motivational clip – 2 min 42 sec leadership clip used to inspire frontline teams.The Leadership Challenge by James Kouzes and Barry Posner – Book about honesty and modeling the way as a leader.Biblical Leadership Inspiration: Jesus as Servant Leader and Proverbs – Spiritual foundation for servant leadership and daily wisdom.Topics Discussed:[00:00] Introduction to Jeff McManus – His role at University of Texas and Ole Miss background.[04:40] Leadership Influences – Truett Cathy (Chick-fil-A), the 3 Cs: Chemistry, Competency, Character.[08:38] People as the Growth Constraint – Leadership capacity limits business growth.[13:25] Coaching Leaders to Surpass You – Developing mentors and head coaches.[18:40] Daniel Pink’s Drive – Purpose, autonomy, and mastery as employee motivators.[21:25] Pruning with Clarity – Setting expectations and follow-up to manage performance.[26:00] Building Culture – Leadership videos, group discussions, and handling “draminators.”[33:40] Simple Leadership Tools – Using motivational clips and shared takeaways.[37:15] Personal Growth Habits – Continuous learning as a leadership foundation.[40:40] Time Management Mindset – Prioritize growth by making time, not excuses.[43:40] Transitioning Leadership Roles – From being the ceiling to the foundation of growth.[44:45] Modeling the Way – Leading by example through daily small actions.[48:00] Jeff’s Top Leadership Resource – Jesus as the ultimate servant leader and Proverbs for wisdom.Actionable Key Takeaways:You are the growth constraint. Your ability to develop people sets the ceiling for your business.Coach others to surpass you. Build mentors and leaders who take ownership beyond your reach.Motivate through purpose, autonomy, and mastery. Give employees meaningful work, freedom, and recognition.Be crystal clear about expectations and consistently follow up to prune underperformance with respect.Build culture intentionally. Use short, relatable leadership tools to engage teams and eliminate drama.Model leadership daily. Your actions speak louder than words in setting the tone and standards.Make time for growth. Use small pockets of time like commutes to invest in leadership development.

“Leadership maturity is the growth constraint. If the business needs to change, you have to change.” — Nathan HelderResources 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 HelderHow he acquired a 50-year-old landscape business with no money down—and grew it to $16M in sales.[02:31] Knowing When to ExitWhy Nathan chose to step away instead of pushing for $30M—and what came next.[04:25] Losing (and Finding) Your MojoHow burnout led Nathan to personal development, clarity, and a life with more intention.[07:20] The Real Growth ConstraintWhy leadership maturity—not sales—is what caps most landscaping businesses.[11:35] The Power of Peer GroupsWhat Nathan learned from 10+ years in TEC—and why he’s still a member today.[14:49] The Self-Awareness Litmus TestAsk yourself: What gives you energy? What drains it? Then align your role accordingly.[21:04] Delegate and Empower the Right WayIf you don’t define success, you’re setting your team (and yourself) up to fail.[27:31] Why Most Financials Are BrokenTwo common gaps in landscape accounting—and how they sabotage business decisions.[33:26] Take Cash Out of Your BusinessHow Nathan used debt strategically to invest outside the business and protect his future.[36:55] Debt as a Discipline ToolWhy having a line of credit forced better habits—and why too much cash can make you soft.[39:22] Final Thought: Leadership Is the LidIf 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.

“You can say you can’t afford to hire—but I’d argue you can’t afford not to.” — Caleb KangasResources Mentioned in This Episode:Knowledge Tree Consulting – Leadership and business coaching for construction and trades professionals.McFarlin Stanford ACE Peer Group – A peer learning group helping landscape entrepreneurs level up operations and leadership.SynkedUp – CRM and operations software that connects contractors and improves project workflows.Winning with Accountability by Henry J. Evans – A must-read book for leaders building a culture of clarity and follow-through.Huberman Lab Podcast – A science-backed podcast for improving personal performance, brain health, and productivity.The Place We Find Ourselves (Adam Young Podcast) – A podcast about emotional health, self-discovery, and personal growth.Topics Discussed:[00:00] Meet Caleb Kangas of Third Space Design BuildHow Caleb went from mowing lawns to building multimillion-dollar outdoor living spaces—and why he rebranded to reflect a new mission.[03:00] The True Growth Bottleneck: The OwnerWhy Caleb realized he was the reason growth had stalled—and how peer groups helped him face that.[06:30] Coaches, Consultants, and ClarityWhy investing in external support is no different than buying a skid steer—it’s a tool to grow your business.[09:00] Building a Network Through EventsHow attending Unilock trainings and SynkedUp events helped Caleb build real industry relationships.[13:30] Wearing 19 Hats Is Not a Badge of HonourBreaking down responsibilities and offloading HR and estimating to reclaim time—and sanity.[17:00] Hiring Remote Admin Support (and Why It Pays Off)How Caleb outsourced 20 hours/week for ~$1,000/month and freed himself up to close more deals.[19:30] Why Fast Lead Response Wins More Jobs5–10 minute follow-up = trust + conversion. Caleb’s team hits every lead with text, call, and email.[22:30] Shifting Into CEO ModeLetting go of the day-to-day so he can finally plan for 3, 5, and 10 years ahead.[25:00] Invest in People > ToolsThird Space is putting budget into designers, not equipment—because people scale faster than excavators.[28:00] Culture Is the Ultimate Asset5 weeks PTO, health benefits, meals, and full uniforms—why happy crews = happy clients.[31:30] Clarity Over ControlHow showing a foreman what a great email looks like led to consistently excellent client communication.[35:00] Sales System Goals for 2026Why speeding up the design-to-proposal timeline to 7 days could massively increase conversions.[39:00] The Truth About AI in LandscapingCaleb’s team is dabbling in AI for content and workflows—but time is the barrier to full adoption.[43:00] Leading Yourself FirstWhy self-work, emotional growth, and reflection are critical for becoming the kind of leader your team needs.Actionable Key Takeaways:You are the bottleneck. Recognize what you're clinging to that’s holding your business back—and let it go.Hire the help. A $26K/year admin can help you win hundreds of thousands in new business.Fast follow-up = massive conversion lift. Responding within 5–10 minutes gives you a serious edge.Show what good looks like. Don’t just ask for emails, proposals, or processes—model them.Invest in team, not tools. People unlock scale; machines don’t follow up with leads.Use culture as a strategy. Uniforms, benefits, PTO, and tacos are small investments with big retention ROI.Don’t delay on AI. Even if it’s small, start integrating it now—your future team will thank you.

Resources Mentioned in This Episode:Ultimate Landscape Academy – Andrew’s coaching platform helping landscapers design businesses (and lives) that don’t burn them out.The Slight Edge by Jeff Olson – The book that reframes success as a result of tiny, consistent, easy-to-ignore habits.How to Win Friends and Influence People by Dale Carnegie – The timeless communication guide every leader needs.Meditations by Marcus Aurelius – Andrew’s go-to resource for stoic mindset, perspective, and internal discipline.ULA Spreadsheets – Estimating, job tracking, and overhead recovery tools Andrew built after running a $500K biz with $0 to show for it.QuickBooks – Used with ULA tools to track real profit, not just cash flow.Topics Discussed:[00:00] Meet Andrew Letersky of Ultimate Landscape AcademyFrom mowing lawns at 12 to coaching landscapers across North America on leadership, habits, and profitability.[06:06] Why ULA ExistsAfter seeing how real change impacted families—not just businesses—Andrew made coaching his full-time mission.[10:06] The Real Bottleneck? YouIt’s not systems. It’s not your team. It’s your mindset, your habits, and your leadership.[12:24] Stop Skipping Meetings With YourselfYou wouldn't cancel on your crew—so why do it to yourself?[14:24] Two Things Most Owners IgnoreYour health and your financials. One drains your energy, the other kills your business.[17:02] Discipline Starts With PerspectiveAndrew walks through the mental shift that gets owners out of excuses and into action.[23:03] That Money in Your Account? It’s Not All YoursAndrew explains why knowing your overhead and tracking job costs is the key to real profit.[25:17] How to Get Clear on Profit (Finally)The spreadsheet stack that tells you what’s fixed, what’s variable, and what’s yours.[27:11] Charge for DepreciationIf you're not pricing to replace equipment, you're funding tomorrow’s costs with today’s profit.[30:22] Leadership Styles that Actually ScaleSupportive and democratic leadership unlocks problem-solving teams—and gets you out of the weeds.[34:03] Don’t Rob Your Team of GrowthLet them try. Let them fail. Let them learn. You’re building intuition, not just projects.[36:12] Where to Start With LeadershipAsk yourself—or your spouse—where your leadership could level up. Spoiler: it’s probably communication.[39:34] Favorite Wisdom & ReadsCarnegie, Aurelius, and Olson round out Andrew’s playbook for leading others by leading yourself first.Actionable Key Takeaways:You are the bottleneck. Shift your mindset, upgrade your habits, and level up your leadership to grow.Your word to yourself matters. Show up for the meeting with yourself just like you would a client or crew.Neglecting your health = draining your energy. Tired leaders don’t make good decisions.That bank balance is lying. Know your fixed costs, track job costs, and forecast profit like a pro.If you’re not charging for depreciation, you’re paying for it later. Build it into your pricing now.You can’t scale with a team that just takes orders. Ask questions, build confidence, and support their growth.Start small. Stay consistent. That’s where real momentum (and real change) comes from.

“Half of business is just answering the phone. If you’re not, you’re losing money.” — Johnny DayResources Mentioned in This Episode:AdvancedAdministrations.com – Angelica and Johnny’s remote admin service helping landscapers scale by systemizing sales, admin, and operations.Buy Back Your Time by Dan Martell – The foundational read that inspired Angelica to launch a business focused on reclaiming time and control.Patrick Bet-David (Valuetainment YouTube) – Johnny’s go-to for strategy, leadership, and knowing when to fire someone.SynkedUp – CRM platform frequently used by clients to manage estimates, scheduling, and job costing.Grok (via xAI) – Elon Musk's AI assistant that Johnny used to analyze his business strategy.ChatGPT – The AI tool Johnny and Angelica use to build workflows, clean spreadsheets, and automate tasks.Topics Discussed:[00:00] Meet Angelica & Johnny Day of Advanced AdministrationsHow a side hustle turned into a company supporting landscapers across the U.S. with trained remote admins and rock-solid systems.[03:53] The Real Growth Blocker? Lack of SystemsIt’s not about effort—it’s about process. Owners with the willingness to systemize win.[07:46] Signs You Need Admin HelpMissing calls. Invoicing at 9PM. No time for kids’ games. If this sounds familiar, it’s time.[09:33] The First System You Need: A Sales PipelineMost owners “have a process”—in their heads. Johnny walks through how to get it out and make it repeatable.[13:48] Missed Calls = Missed RevenueYou’re paying for leads. Not answering the phone is just burning cash.[15:04] What a Real Sales Process Looks LikeFrom discovery call to closed deal, Angelica and Johnny share the actual stages that create clarity and momentum.[21:40] Project Pipeline: It’s Not Just SalesHow workflows and automation keep crew tasks clear, client updates timely, and owners out of the weeds.[23:46] “I Didn’t Know Admins Could Do That”Permits, invoices, proposals, task tracking. Trained admins do more than just answer phones.[25:33] When It’s Time to Get HelpIf you’re behind on invoicing or tracking payments, that’s your sign. You need support—yesterday.[30:33] AI + Admin = Power ComboFrom updating spreadsheets to designing workflows, AI is a force multiplier—if you’re willing to use it.[36:33] Favorite Wisdom & InspirationsAngelica: Buy Back Your Time by Dan Martell.Johnny: Patrick Bet-David on growth, firing, and playing chess with your org chart.Actionable Key Takeaways:Missed calls are missed money. Admins ensure no opportunity goes unanswered.You can’t scale a process that lives in your head. Write it down. Systemize it. Delegate it.Admins do more than answer phones. From proposals to permits, trained support buys back your time and peace of mind.A sales pipeline should be visual and step-by-step. Clarity here makes delegation—and closing—way easier.Automate everything you can. Use forms and tech to streamline communication and follow-up.You’re not too small. If you’re doing $500K+ and still buried in admin, it’s time to offload.AI won’t replace you—but it can free you. Use it to create strategies, fix spreadsheets, and fast-track system building.

“If you’re not making enough money—just charge more.” — Jordan UpcavageResources Mentioned in This Episode:GS TrackMe – GPS and camera tracking system for fleet safety, driver accountability, and insurance protection.SingleOps – CRM and operations software used to track leads, job progress, and client communication.Jeffrey Scott Roundtable – Where Jordan first heard the idea of charging consult fees—and implemented it immediately.ISA (International Society of Arboriculture) – Arborist association behind events like Trees Florida.Green Side Up Podcast – Jordan and Jason’s industry podcast—raw, real, and ridiculously entertaining.Independent Tree Service – Jordan’s Tampa-based, $4M tree care company. Website: independenttreeservice.comTopics Discussed:[00:00] Meet Jordan Upcavage of Independent Tree ServiceHow Jordan rebuilt a family business after a total team meltdown—and scaled it to 5 crews and 10 arborists.[10:33] Engineering Trees & Bracing SystemsCabling, lightning protection, and propping up 50-foot trees with zinc rods—Jordan doesn’t do ordinary.[12:25] The Real Growth Constraint: YouIt’s not the labor pool or cash. It’s the owner's fear of trying something new—and doing the hard stuff.[26:35] The $80 Lesson That Changed EverythingJordan shares how undercharging as a young landscaper taught him the value of his time and knowledge.[30:12] Charging for Consults Changed the GameHow a $50 consult fee filters tire-kickers, increases trust, and improves close rates—all without hurting leads.[39:36] How Jordan Stays Sharp as the Business GrowsInvesting in team development keeps him focused—and future-proofs the business.[44:32] Don’t Fear Competition—Build ItJordan’s philosophy on training people who might leave: good for them, good for the industry, good for you.[45:46] The Triple-Tap Google Review StrategyIn-person ask, follow-up call, and invoice reminder—how Jordan’s team generated 595+ five-star reviews.[50:00] Launching a Website in Under 10 DaysJordan dishes on why his new site went live fast (and what other companies are doing wrong).[52:18] Favorite Wisdom: Keep It Simple“If you’re not making enough money—just charge more.” Timeless advice from Jordan’s dad.Actionable Key Takeaways:The #1 growth constraint is you. Business owners who don’t try new things or take risks stay stuck.Charge for consults. A $50 fee weeds out low-quality leads and boosts respect for your time.Undervaluing yourself is expensive. Know what your expertise is worth—and price accordingly.Build a team of killers. Jordan trains his crew to become certified arborists and future leaders.Get reviews the human way. Ask in person, follow up by phone, and include it in the invoice.Referrals > Ads. Delivering a stellar customer experience leads to word-of-mouth that can’t be bought.Let people leave better than they came. Training someone who eventually starts their own business is a win—not a loss.

“You can teach horticulture. You can’t teach passion for people.” — Kim HartmanResources 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 WebsiteStephen 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 WebsiteTopics Discussed:[00:00] Meet Kim Hartman of Landscape Illinois and Rossboro PartnersHow Kim transitioned from HR consultant to landscape industry leader—and why communication never left her toolkit.[02:00] Why Landscape Illinois Was BornThe 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 BestHow 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 ManagementWhy account managers, operations leaders, and sales staff—not crew or owners—are the missing growth link.[11:00] Training = Retention + GrowthHow Rossboro Partners created a Director of Team Development role to upskill internally and drive culture.[14:30] Business Education is Finally Getting Its SpotlightWhy leadership, marketing, and finance sessions are now as packed as design workshops at conferences.[16:30] Sales is Human AgainFace-to-face time, targeted marketing, and client audits are working better than wide-net funnels.[18:00] Site Audits: The $250 Strategy That Makes $8KWhy 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 CautiousWhere 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 AssociationKim breaks down how Landscape Illinois builds programming for everyone—from field staff to future board members.[33:00] Why More Leaders Should Join CommitteesHow serving on a committee can unlock industry relationships, career growth, and real influence.Actionable Key Takeaways:Middle management is make-or-break. Companies stuck at a growth plateau often lack skilled ops leaders and account managers.Grow leaders from within. Operational roles are best filled by people who already understand the industry’s seasonality and pace.Retention starts with development. Regular reviews, mentorship, and KPIs create a culture that top performers want to stay in.Smarter sales = more revenue. FaceTime, site audits, and client re-engagement beat wide-net marketing every time.Use your data before you chase new leads. Mine your CRM or ERP to upsell existing clients with relevant offers.AI is a tool, not a shortcut. Use it to save time—but validate outputs and pair it with real expertise.Associations are growth accelerators. The most successful landscape companies are deeply involved in their associations—for a reason.

“Once you get your pricing model right, you’ll see how much you’re losing on jobs that looked profitable.” — Mark TiptonResources Mentioned in This Episode:Aspire – Business management software for landscape contractors, streamlining everything from job costing to invoicing. Aspire WebsiteService Titan – Platform supporting a wide range of trades, including landscaping, to improve operations and growth. Service Titan WebsiteSeth Godin’s Books – Insights on culture, leadership, and how to stand out in your industry. Seth Godin BooksJohn Goal’s Leadership Insights – John’s contributions to Aspire’s culture, particularly his famous "We never walk alone" mantra. Aspire BlogAspire Blog – Industry insights and reports on landscape business management and growth. Aspire BlogTopics Discussed:[00:00] Meet Mark Tipton and Whitney GriffinLeaders at Aspire, a business management software company for landscape contractors.[01:30] Mark’s Journey from Software to AspireMark 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 MoreHow Aspire’s software helps landscape contractors with everything from sales to invoicing and reporting.[07:30] Aspire’s Growth and Industry ImpactHow Aspire has grown to serve over 1,000 contractors, revolutionizing how the industry handles business management.[11:30] The Industry’s Primary Growth ConstraintsMark reveals that the biggest challenges now facing landscape contractors are growth and marketing underinvestment.[13:00] Marketing Investment vs. GrowthThe correlation between spending on marketing and business growth—contractors need to invest more.[16:00] The Importance of Overhead RecoveryHow contractors must account for all overhead costs in their pricing model to avoid losing money on jobs.[18:00] Managing Labor InefficienciesHow improper labor management and underbidding are limiting growth for many landscape businesses.[21:00] Materials Management and Change OrdersWhy managing materials costs and change orders is crucial for keeping margins intact.[23:00] Using AI to Improve EfficiencyHow Aspire is integrating AI to help contractors automate tasks like measurements, emails, and sales coaching.[26:00] Aspire’s Role in Helping Contractors GrowHow Aspire’s platform offers visibility into profitability, making it easier for contractors to manage labor and overhead.Actionable Key Takeaways:Accurate job costing is essential for profitability. Understand all costs—including overhead—before bidding.Marketing matters. Contractors need to invest in marketing to generate leads and grow their businesses.Time management is key. Labor is your most expensive cost—stop wasting it on inefficient processes.Track all costs, including overhead. Make sure your pricing covers everything, or you’ll end up paying to work.Use AI to improve workflow. Automate repetitive tasks like measurements and email writing to save time and increase efficiency.Build a culture of transparency and accountability. Use systems to track and manage labor and job costs effectively.Adapt to economic changes. Be flexible with your pricing and inventory management to accommodate changing costs.

“The biggest bottleneck is usually the owner. If you want it done right—write it down, shoot a video, and delegate.” — Sal HernandezResources Mentioned in This Episode:GroXmart – Sal’s business coaching company for contractorsPacific Breeze Building Solutions – Sal’s former design-build landscaping companyE-Myth Revisited by Michael Gerber – A must-read for entrepreneurs stuck working in their businessTraction by Gino Wickman – EOS guide to gaining clarity and controlQuickBooks – Recommended tool for tracking job costs and profit marginsCLCA (California Landscape Contractors Association) – Association that connected Sal to mentors and scaled his businessHGTV Appearances – Sal appeared in episodes with other contractors, gaining credibility and reachFacebook Community Groups & Nextdoor – Sal’s early marketing platforms to build trust and local visibilityTopics Discussed:[00:00] Meet Sal HernandezVeteran, entrepreneur, and systems-driven coach helping contractors grow and get out of their own way.[02:30] From Lawn Care to $3M Design-Build FirmSal shares how he scaled Pacific Breeze by listening to market demand and layering in design and hardscape services.[07:30] Residential to Commercial ShiftWhy Pacific Breeze pivoted to commercial jobs: fewer emotions, better margins.[11:00] Birth of GrowXmartHow Sal turned his experience into a coaching company—without even planning to.[14:00] Why Owners Are the BottleneckMost inefficiencies stem from owners refusing to delegate or document processes.[17:30] Leading Former Peers with RespectHow Sal created separation from field to office while maintaining team trust.[20:30] The Power of “We” in LeadershipMilitary lessons on team ownership that built buy-in and loyalty.[23:00] Training > PerfectionMistakes are learning expenses—as long as your team actually learns from them.[27:30] Your Leads Aren’t the ProblemWhy slow lead response is costing businesses more than they think.[30:00] Real-World Job Costing SystemsHow Sal used QuickBooks and a great bookkeeper to fix margin mistakes in real time.[32:00] Plugging Time LeaksFrom delivery inefficiencies to underutilized crews, Sal breaks down where time (and profit) is lost.[34:00] Military Discipline in BusinessHow folder structure, admin systems, and showing up on time builds trust and profit.[36:00] Building a Brand Through Community and ConsistencyFrom Facebook groups to HGTV appearances—Sal’s slow and steady marketing playbook.Actionable Key Takeaways:Write it down, then delegate. If you’re still explaining things in person, you’re not scaling—you're babysitting.Time is your most expensive line item. Don’t waste labor on runs to Home Depot or unclear next steps.Use “we” to lead better. Inclusive language builds stronger crews and makes transitions smoother.Emergency service = emergency response. If you’re not first, you’re forgotten.Systems aren’t optional. If it’s not documented, it’s not repeatable—and it’s costing you money.Mistakes are training expenses. Let your team learn (with limits) and gain compounding returns.Marketing doesn't have to be flashy. Show up, serve well, and tell your story—you’ll grow through trust.

“You already know what to do. You're just afraid to do it.” — Heather JerrardResources 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 JerrardFrom 30 jobs by age 26 to owning her lane in landscape design, Heather shares how entrepreneurship found her.[04:10] Who Heather Works WithDIY homeowners, full-service design clients, and B2B support for landscapers without in-house designers.[06:30] Starting a Podcast on a DareThe unexpected lunch at Landscape Ontario Congress that led to 60+ episodes of Hops and Hedges.[11:20] The Real Growth Constraint: YourselfHeather’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 PerfectionThe 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 ManagementHow understanding her energy cycles unlocked better productivity and lowered stress.[24:45] Managing Team EfficiencyThe ROI of knowing your team’s peak energy periods—and when they’re just killing time in a truck.[28:00] AI in DesignWhy AI can’t replace real-world buildability (yet), but can help speed up early-stage concepting.[34:15] Designing for Mental HealthHeather’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.