In this episode of Home Care Hindsight, host David Knack is joined by Clayton Foutch, a home care veteran and founder with over 18 years in the industry.

Clay opens up about the costly mistake of stubbornly pursuing a major partnership that was a poor strategic fit for his company's "Four Seasons" vision. He shares how his refusal to listen to his team and cut losses earlier resulted in a significant financial and reputational hit. 

Clay also dives into the importance of revenue diversification for stability, the collaborative nature of the home care industry, and how to thoughtfully integrate new technology without losing sight of your core mission: serving caregivers and clients.

Lesson Takeaways:

1. Know Your "Lemon Meringue": Identify your core business which is the thing you do best, and avoid cluttering it with distracting "knick-knacks" (like ill-fitting partnerships) that drain resources.

2. Diversify Your Revenue Streams Early: Relying on a single referral source (like skilled nursing facilities) makes your business vulnerable. Explore concierge care, veterans' programs, and other payer mixes before a crisis forces you to.

3. Surround Yourself with Contrarians: Your biggest weakness might be your own stubbornness. Build a team of trusted, objective advisors (like Clay's partner Jeff) who aren't afraid to tell you when your "kid is ugly."

4. Embrace Mistakes as Tuition: View business missteps not as failures, but as paid education. This mindset shift allows for quicker pivots and reduces the emotional cost of being wrong.

5. Lead with Humility Through Change: When implementing new technology or processes, be honest with your team that you don't have all the answers. Frame it as a collaborative journey to better serve clients and caregivers, and be willing to backtrack if you take a wrong turn.

Timestamps:
00:00 - Introduction and Clay's background in home care

04:30 - The story of the "Australian pirate" secret shopper call

11:10 - Clay's biggest mistake: The stubborn pursuit of a costly, misaligned partnership

16:45 - The "Lemon Meringue" lesson from The Profit that sparked a pivot

20:15 - How to evaluate partnerships against your core mission and values

25:30 - Underrated or Overrated? Balancing tech innovation with the human element of care

33:00 - The critical need for revenue diversification (and the mistake of not having it)

39:00 - A small mistake owners make: Trying to do everything themselves instead of delegating

43:30 - What Clay is most excited about now: Mentoring other entrepreneurs in the franchise network

46:45 - The importance of finding mentors and building a personal "board of directors"

51:20 - Clayton shares two of his recent successes and the reason behind them

Quotes:
Clay: "I get so dug in on maybe not being wrong that I just kept persevering and persevering on trying to make this work... It cost us a ton of money, really reputation."

Clay: "Having some diversification in revenue is really important because things do change. My entire business was built on walking into skilled nursing facilities... and then in one minute that ended."

Clay: "I'm not afraid to just say like, I don't know. I'm not afraid to say I need help. I think when you share that with your team... you can genuinely be humble."

David Knack: "We don't have good change management muscles in this industry... because we move so fast every day, reacting and putting out fires."

Resources:

1. Home Matters Caregiving: https://homematters.com/

2. Connect with Clayton Foutch on LinkedIn: https://www.linkedin.com/in/clayton-foutch

3. Connect with David Knack on LinkedIn: https://www.linkedin.com/in/david-knack/

4. Powered by Zingage: https://zingage.com

5. Watch Episode on Zingage's YouTube: https://www.youtube.com/@Zingage