What core values matter most?
You want your core values to motivate the actions and behaviors you intended when you opened your business. After an inspiring meeting with the team, you distill all your beliefs…
What is my company’s mission?
You went into business for a reason. It was more than the money. You can make good money working for someone else. Let them take on all the risk and…
What is your company’s purpose?
You see them everywhere. Customer-centric aspirations that feel nice. Dang. That sounds like a nice place to do business with. They seem nice. I bet they’re nice. Nice. I call…
What is a SMARTER Vision for your company?
My friend Aaron had just tanked his plumbing business. He was sleeping on his mom’s couch with his little boy, freshly divorced. He had no money, no prospects, and even…
Freedom or Responsibility: Which Is More Important?
Everything good on earth exists on a plane of duality. The existence of all things good and pleasurable are meaningless without life’s trials and tribulations. Duality permeates everything, even business….
Customer Engagement: Why Delighting Customers Isn’t Enough
If you’re still hung up on merely satisfying customers, you’re making a colossal error. Don’t get me wrong. Keeping customers happy is necessary, but more is needed to win your…
The Moments of Truth for a Great Customer Journey
A great customer journey relies heavily on how a business manages a customer’s “moment of truth.” Coined by Jan Carlzon in the 1980s, the moments of truth concept paved the…
5 Important Things Most HVAC Companies Got Wrong (To Get More Customers)
Newsflash: Most HVAC companies will go through positive growth in the coming years. Take note — most. That means not all and only the best HVAC companies will remain to…
What is Your CORE Strategy?
A strong and well-developed strategy is essential for the success of any business. Staying focused and achieving your marketing goals can be difficult without a clearly defined strategy. The question…
How to Deal with Your Salespeople (with Dignity and Respect)
Here’s the thing. While we agree that salespeople bring in the bulk of revenue, they are not untouchable or immune to criticism. Managing salespeople can sometimes be daunting or overwhelming,…