Malcolm Marshall
@MalcolmPools
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Following
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CEO/Founder/Pool guy | 50+ employees, $16M Revenue | Sharing SMB Insights | Unqualified CMO - Sharing my journey to build a Corporate and Personal Brand
Belton, TX
Joined November 2023
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Pinned Tweet
How to make $150k a year cleaning pools 4.5 days week.
No employees, just you, a net and a brush.
The setup
I’d set my work week for Tuesday-Friday cleaning 12 pools a day.
Monday is a flex day. I’d only work Mondays if I’m behind on repairs or need to follow up on things.
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My 11 year old son lost the championship game because of a mental error
In his last baseball tournament, he came in to close the game
He's usually clutch but he made a mistake that cost his team the win
I had something important to tell him but I waited until we got to the car
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I’m 37 and live in a frat house
My house has become the hangout spot for my 8th grade son and his friends.
Last weekend 7 of them stayed over. Add that to my five children and we had 12 kids at the house. It can by complete chaos!
Here’s what I love and what I hate about
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I didn’t realize how many parents are against sleep overs
There are 5 comments saying no sleep overs to every yes
My kids started staying at friends’ houses around 8. I have all boys. Might have thought a little harder about it if I had girls.
What’s your take on sleep overs?
My daughter is 8, she wants to sleep over at her friends. We know the parents well, but I'm not on board with sleepovers quite yet, maybe not ever.
What's everyone's take on kid sleepovers?
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@girdley
I drove the oldest truck in our fleet until last year.
Once I had someone ask me “why do you drive that old truck? Don’t you know the power of perception?”
To which I answered “absolutely, that’s why I drive it.”
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Today I received a Better Business Bureau complaint
Here's the backstory:
The homeowner's pool is cracking
It was built in 2020 by a company I acquired in December 2022
The homeowner bought the home in 2021 and started noticing cracks in the pool shell in 2023
Warranties are
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Something amazing happened today
My teenage son asked me to play catch
If you don’t have a teenage son that may not seem miraculous
But at about 11 they stop asking
It didn’t just happen though. The day unfolded just right.
In a sense I got lucky!
Here’s how it went down👇🏻
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We pay our EOS implementer $6,000 per day. Here’s six reasons why he’s worth it.
1. Our implementer coordinates our quarterly and annual meetings. He provides a top notch location, snacks, drinks, and lunch. All we have to do is focus on making the meeting a success.
2. Our
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Today I saved $90,000 by moving my call center to Belize
When I was pitched on an off shore call center I wasn’t interested
I associated it with the experience of calling my credit card company
But when they told me about costs I decided to hear them out
The numbers were
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Logan Forsythe can make anyone go VIRAL
His company, Media Scaling, guarantees clients up to 150 million impressions in 90 days
How do they do it?
Mass content distribution – 3000 to 5000 posts per month
They’ve only been in business for a year but have scaled to 7 figures
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@Austen
Wow… can’t imagine going into that position and then suddenly having that realization.
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Spending Saturday morning watching call center trainings
We’ll save $90,000 moving our call center to Belize
We’re initially focused on inbound calls but I’m excited for how outbound can help us generate more leads
This training is very well done. Great job
@coleruudjohnson
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A letter to Nina who gave us a 1 star review that lowered our Google Rating to 4.2 stars:
Thank you Nina
Your review was exactly what we needed
We had ignored our Google rating long enough, and although your purpose was vindictive, it lit a fire under our team that will
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$4 million to $7 million in 2021
$7 million to $11 million in 2022
$11 million to $16 million in 2023
That's the revenue numbers behind POOL-ology's growth story.
I was able to join
@apentz
on his Small Business Mentors podcast to talk about how POOL-ology's grown and our plans
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@MouyyadA
Holding people accountable is often overlooked in building culture. We focus on the feel good stuff. But every time who choose not to hold someone accountable it erodes the teams buy in just a little.
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8 Suprises from my first 8 weeks on 𝕏
1. Had an in person meeting with
@joshuamschultz
. We talked about business and family.
2.
@KenziesPoolBoy
and I met to compare our proprietary pool service software. His is better.
3. Joined
@apentz
on his Small Business Mentor podcast.
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Last year I invested in a music festival
Last weekend that music festival happened
It was an incredible event
Three days, thirty-one artists, tens of thousands of people
Seeing it all come together after studying the pro formas, consulting on some vendor agreements, and
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New contract signed
Pew pew
5 star review
Pew pew
—
Sending Pew pew from your iPhone automatically send with lasers
It’s how we celebrate every small win
I’m not sure how it started but it’s become my favorite company tradition
How do you celebrate wins?
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@LeadershipAcad1
I’ve been through this one. Very minor fender bender in a parking lot. They see a business name on the truck and think there’s opportunity.
Insurance handled it. The settlement was less than five figures. I wish I would’ve included them earlier though.
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@ddrescher44
Did you ever feel like you were missing out as a kid? That your friends were growing closer or had connections you didn’t?
Someone else dropped a comment with this regret of missing sleepovers as a kid. Wondering if it’s shared.
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I’m only trying to sell a follow so I guess I can be honest
This year we forecasted $2 million of growth
$2 million would be our slowest growth year since 2019
We are currently off track to hit this goal
Based on sales in Jan/Feb we may not even comp last year
I’m hopeful
1. If you’re posting on here, you’re selling.
2. “My income is down” doesn’t sell.
3. So if your income is down, go silent. If your income is up, post.
4. So all you see is people posting “my income is up.”
5. So don’t compare your income to people posting theirs.
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@website_joe
Size
Floor material
Height of ceiling at walls and peak
Is it heated/cooled
Sq footage
Floor plan
Very interested
We should be breaking ground on ours in about 2 months
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Nina gave us a 1 star review in November and I want to thank her for it
Not because her review was legit
Nina was wrong. This was one of those unavoidable, bad customer situations.
She left it to be vindictive
But she didn’t know about the fire she was about to start in our
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My son is probably the only one in the world to catch one of these on his first fishing trip
It was April 12, 2020 - four years to the day
Because of COVID we were doing a lot of river fishing
The river was a place to get away with the kids where we wouldn’t see a soul and had
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We decreased ad spend 40% and doubled viewer retention
And all I changed was 3 seconds of a video
Here’s how we did it:
Our content agency put together a great video
It’s an Office parody featuring kids as pool designers
It’s entertaining, it’s fun, it deserves views
But
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𝕏 and TikTok have one thing in common
You never know what’s going to catch 🔥
We started posting on TikTok in January
We’ve posted 72 times in those 6 weeks
And we finally had a video hit
Why? I have no idea
It’s a lot like the other videos we’ve put out
But this one has
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You should act more important than you are when managing your time
But you should act less important than you are when managing your team
This can create a major conflict
I’m struggling to find the right balance
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@PriteshSMB
Agreed, me buying the company is not related. Was just trying to provide a couple different reasons why we weren't covering.
It's tough to be in this home owners place. I hate it for him. But I can't spend $15k because I feel bad.
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We post 60 videos per month on all social media platforms
Up from 7 videos and 13 static posts per month in 2023
Each week we review follows, reach, engagement and profile visits
And the numbers have consistently grown
I believe there are two reasons for the positive results
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When I was at C4 energy we grew from $8 million to $300 million in 9 years
I was 22 running accounting/finance by myself. Way over my head.
Why did the owner leave me in that role? In hindsight I believe the primary reason was he knew he could trust me.
My admin stole thousands of dollars from me from 2021-2022.
She was in charge of processing payroll.
She would run the report and have me approve it but then go into Quickbooks and add to her hours. I would never go into my bank to verify the numbers to match.
She started
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I have five kids and lots of dad stories. Follow me for more.
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State of the company: Chaos!
And it was just 12 months ago.
There was no direction. We were working against each other.
In a 10 minute time period I had three people tell me that they needed my help that day, and if I couldn’t help there would be major repercussions to a
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Thank you all for commenting and re posting. I love hearing from other parents.
I have five kids and lots of dad stories. I look forward to sharing more.
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A Facebook trick you may not know:
@ followers
Using @ followers tags all of your followers at once, notifying them of your post
Yesterday, I used @ followers on a post that performed well but lost momentum
I asked followers to like & share to spread the word
The result:
33%
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@jcolesimpson
These guys make me nervous. Even when they are the highest sellers they tend to break all the rules and make messes. If they aren’t killing it they leave.
When they are the highest sellers though, you always find a way to clean up their messes!
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Today my pool company spent $10,000 on pigs, chickens, goats, and steers
$10,000 on animals we’ll never see
We go to the Bell County Youth Livestock Show every year to support the children of our customers and friends
But the auctions isn’t what it used to be
When I was kid
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Would you pay $13,000/yr to never do laundry or dishes again?
What if the cost was $0?
Even better, what if never doing laundry and dishes actually made you money?
I haven’t done laundry or dishes, swept or mopped, or a single house chore in 4 years.
Here's how I make
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No caffeine after 11 AM
That’s my rule
But when the coffee I won from
@MouyyadA
and
@paxandbeneficia
showed up this afternoon, I had to make an exception.
Damn good coffee. Will be worth the insomnia.
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8 surprises from my first 8 days on X
1.
@MikeBotkins
shared important insights on financial benchmarks for my industry.
2.
@KenziesPoolBoy
shared some solid industry training videos and a sneak peak of how he grows his service business 2X faster than me.
3.Met
@apentz
.
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Here's an example of Principal/Agent Theory I experienced in my business last week:
Swimming pool renovations are booming. It will be our best year ever.
Last week the construction coordinator told me that even if we sold more renovations, we wouldn't start any that aren't
Principal Agent Theory
If I own a business and I do everything myself, I should expect to act in my own best interest. As soon as I start delegating, I introduce agents. People are doing work on my behalf. They do not always have or act in my best interests. The difference
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Both
@trevizo_gabe
and
@KirkNewcombe
are growing so fast they made the reintroduction post today
Gabe was on Shark Tank and is a great dad
Kirk has been sharing his findings from a 3 year search in 30 industries
Give them a follow!
Their re-intro posts are in the comments👇🏻
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Today my 3 year old flew his first kite and loved it
But he loves fishing even more
So we combined the two
Huge dad win
We were able to get the kite hundreds of feet away
And it felt like a real fish pulling on the other end of the line
Tons of fun!
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Joe just Roasted my website.
Where other than X can you get free feedback from a web design expert?
Great feedback in this video. There's a few things you wouldn't expect that I need to work on.
A little homepage roast-ology for the award-winning pool co Pool-ology (
@MalcolmPools
) 🌊
#WebsiteWoesWednesday
Week 3
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@MatznerJon
Building the team is the struggle.
Believe it or not, cleaning pools isn’t easy. It’s more technical than you think. It’s more laborsome than you think.
It’s hard to find good people to commit to doing it every day.
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Five weeks ago I made this post
There were a lot of opinions
Most people said I should do nothing more than I’d already offered
Some said I was a terrible person only driven by profits
And some said I should find a better compromise, maybe even try to turn it into a PR
Today I received a Better Business Bureau complaint
Here's the backstory:
The homeowner's pool is cracking
It was built in 2020 by a company I acquired in December 2022
The homeowner bought the home in 2021 and started noticing cracks in the pool shell in 2023
Warranties are
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Another one of our competitors is going bankrupt
And we recently lost a $180,000 job to them because they were $3k lower
Now the homeowner is asking for help because he’s paid in full for an unfinished product that will cost $20k to complete
In the last 3 years our 3 biggest
Lost a bid to a competitor that went 5k lower than us.
Today, the company called back - Turns out, they're facing constant staff turnover and no manager in sight to fix that mess.
We just closed the deal ! 80k ARR !
On our terms...
At our price...
Never underestimate the
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I need help
Please repost if you don’t have a referral to help me find someone who does
I need a consultant to help set up a world class call center in my business
I don’t want to outsource
It will be part of a bigger strategy to enhance customer experience
But it starts
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@daveashworth
I see this perspective. The industry perspective is the warranty is an agreement between the seller and the buyer. Changing this would require a cost increase to adjust for the risk. The initial buyer doesn't care about the second owner. They don't want to pay more to protect
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@RobertMSterling
There’s some solid boomer symbolism in here.
The lip on the cup deflecting balls that would have went in
And then the ball with the back spin that was on track but then suddenly reversed course
Perfect video analogy
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@website_joe
Those opportunities get harder to come by the older they get.
I was thankful for this opportunity. It was more impactful than saying it after a win.
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Outwork your self doubt.
We’re spending 3X on marketing in 2024 and I am leading the charge.
I’ve studied, hired some solid consultants, wrote out my plan and started to execute.
But I’m nervous. I feel out of my league. By the time I know if it’s working we’ll be $250k+ in.
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How many reviews do we need to get to 4.7 stars?
This was asked a lot when we were working to raise our Google rating.
So we built a calculator.
Below is a link to it. You can have it. No newsletter sign up or anything.
Here are reasons why your Google Rating matters🧵
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@kevinjm
I had a similar reality check that brought me to being a pool guy
I was in corporate finance and I realized that my income growth was limited, even if I reached the C level. I’d probably never be a 1% earner in the path I chose.
I saw guys in sales making more money in mid
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I’ve been trying to post all day
But between the livestock show, kids basketball & lunch with family, I never thought I’d get to it
So when my wife asked if I wanted to take the kids to Top Golf
I drank two beers before we left so she had to drive and I could post in the car
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@Codie_Sanchez
For me it happened when we built out our leadership team and I started seeing the ranges of executive salaries (I was young, 28, but running the finance group for a fast growing supplement company).
I saw the gap between ownership and executives who were at the peak of their
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@meetmikehiggins
When I was in finance in the sports nutrition industry I was making about 150K salary. That was 6 years ago.
Recently I found out that some of the guys who worked under me who are now in a similar position are in the 200s.
I couldn’t believe how quickly salaries have grown.
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No School on Fridays!
That’s what my kids’ school district implemented this year.
That’s right, my kids go to school 4 days a week.
This was a controversial decision.
The community had a lot of questions and concerns.
How do families plan for childcare?
How does this impact
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@AlexHormozi
Success doesn’t come overnight, that’s for sure.
To me the best hack is to put in extra time upfront, work 60 hours earlier in your career rather than 40. Out pace the competition to find it sooner.
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@STLChrisH
This year I learned how it actually works. I also thought we were pooled into the insured population.
It’s hard to understand how it doesn’t work that way.
I do like the idea of educating the team to be better consumers. I hadn’t thought about that as a way to manage costs.
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@gvh41
I have a few thoughts:
I will never operate another business without EOS, or at least the principles of EOS being a part of it from day one. Even when we are at $0 revenue we will use it.
My favorite EOS book is get a grip . Something about it being in fable form just helped
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@ChrisGure
I also try to consider our team and what’s fair to them. $15k isn’t going to break us, but enough $15k-s would.
When I start to feel sentimental about issues like this I try to remind myself that there are 50 team members counting on me to do what’s right financially to
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@ChadCarleton
I worked for a company with an equity sharing program. In fact I administered it.
What I learned from that experience, and the reason why my company doesn’t give away equity:
PEOPLE DONT APPRECIATE IT
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@LeadershipAcad1
We just outsourced ours, my business partner and I both have finance backgrounds so it took some time to let it go.
Who are you using? We are implementing now. Not sure we found the right partner.
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I’m thankful to be a pool guy in a year round market. The seasonality is hard enough in Texas. I can’t imagine trying to staff up and staff down every 6 months, while trying to build talent, culture, etc.
Most people don't realize that pool service companies up North operate very differently from the South.
All because of the Frost Line and ground freeze depths.
The solution is closing pools with antifreeze in the lines and staffing down.
Memorial Day openings a clusterf**k👇
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Last year I went to lunch w/ our team members individually
The most unexpected benefit: learning most of them had a skill/passion I wasn’t aware of
I put some of those skills to work in the business
It was a win win. They felt appreciated & we benefitted from their talents.
I’m a 23 year old CEO, running my first company.
And here’s an unconventional move I’m doing….
that most CEOs overlook:
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@mhp_guy
The other day someone asked if they could make their $40,000 pool down payment with gold coins. They had 20 gold maple leaf coins with them.
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I hope these kids never forget weekends at the deer lease. I know I never will!
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I have five and can’t figure out what the hell I was thinking.
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The largest players are PE roll ups. In 2022 the largest service company did just under $60 million in revenue.
The competition can be fierce. There’s a lot of one polers not charging a premium price and they can drag the price down.
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@buddy7
I'd be pissed to and I feel for the guy, that's why I offered to do the work at true cost. The typical cost of the work when we include our overhead and labor would be $20k+. I can eat the overhead and labor, I just can't cover it all.
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@TheGingerRoofer
Here’s a picture of the AirPods they flushed down the toilet
Does that count?
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@sweatystartup
I had no idea you could just put them back in! My 4 year old is missing both his front teeth thanks to his older brother. Wish I would’ve known I could just slam them back in!
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This wins the award for most interesting post of the day.
It really is mind blowing.
Ready for your mind to explode?....🤯🤓
To have be born you needed:
2 Parents
4 grand parents
8 great grandparents
16 great, great grandparents
32 third great grandparents
64 fourth great grandparents
128 fifth great grandparents
256 sixth great grandparents
512 seventh great
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@Highway_30
@GregAbbott_TX
I’m skeptical
I agree with his stance and his actions
But waiting until an election year to make his biggest stand isn’t a coincidence IMO
The drama always peaks in an election year
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@RobertMSterling
This is every subcontractor I have. They know our markets down, they know they shouldn't raise prices, so what do they do.. make up a fee.
I have to call them out on it because if I don't, they'll try to raise their actual prices in 3 months and say they haven't raised prices
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Reasons to follow Joe:
1. So you don’t miss his sports shed breakdown
2. He’ll evaluate your website and give you feedback
3. He needs 7 more followers to get to 500
Follow Joe!
I’ve got an *incredible* childhood story to share from my time in New Zealand.
Can we get to 500 followers (7 more) before I post it tomorrow morning? 🇳🇿
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I’ve been amazed by the Twitter network. Tons of people willing to connect and help.
Perfect example right here 👇🏻
People ask why I got on Twitter
In the last week:
- I spoke to a guy running a 9 figure roofing company for 30 minutes
- I was brought three 1 million plus EBITDA businesses to potentially buy
- I met with a family office who would potentially want to fund future deals with
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@ShannonJean
Love that you had the hustle to make 87 phone calls.
This post made me think back to the auction post. You’re a scrappy entrepreneur. The hustle is inspiring.
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Call outs are tough.
But it helps to understand how frequently you should expect them.
We have ~18 service techs.
They get 8 days off per year (plus lots of paid holidays).
That means we can count on 144 days that people will be sick or on vacation.
Thats more than 50% of
We get so many “call outs” it’s hard not to get cynical.
It’s also hard not to get taken advantage of.
Ex:
1- car broke down
2- aunt died
3- I’m sick
Daily. We deal with this daily.
Emotionally prepare yourself.
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“Character is indispensable to credibility, and credibility is essential to leadership.“ - Albert Mohler
I can’t think of anything more important to leadership than to be steadfast and resolved in your principles and character.
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If someone makes more money than you, they are better at the game of business in some way.
Quiet the ego, look for the lesson.
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@mhp_guy
I’m with you. Still my favorite chain pizza and can’t beat the price.
I renovated a pool for the local LC franchise owner a few years back. Great guy. Made me like LC even more.
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Today my little brother skied for the first time.
He’s 12 years younger than me and he came to steamboat with my family to get some hangout time.
He ran into someone on the mountain and what the guy said to him really got my attention.
- - -
We spent the morning teaching my
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@A_Ysick
We’re starting to get better with some rules and accountability.
I had to tighten down after I had to replace the toilet because they flushed a pair of AirPods 🤦🏻♂️
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If you want to follow someone who will make you think differently about how to “Dad”, Gabe is the guy.
@trevizo_gabe
The man she marries will be alot like you.
I have the privilege of taking my daughter out on a daddy date every other month or so. Some of my favorite days.
She gets to pick. It's either a cheeseburger or pizza, ice cream, puppy store and then back home to dance with her
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@jcolesimpson
I would struggle to continue to give money to the church. If I believed tithing was required to be in good standing with God, I would find a way to give that wasn’t going into a fund.
It would be hard for me to give and not feel like my giving was driving a purpose.
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@jcolesimpson
Pools check four of six boxes:
Need: no
High ticket: yes
Barrier to entry: no (not in Tx)
Unsophisticated: yes
Room for growth: yes
Sales and marketing focused: yes
The problem with Pools is that the sales process is so complex. Not like plumbing or roof. You have to design
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When I’ve coached rec basketball, something I teach is to get on the floor, dive for the ball.
My kids are great about going after a loose ball at maximum effort, laying out and sliding across the wood floor with no regard for the pain, only focused on winning.
I’ve thought
"I played terrible Dad, There is no way I can make that team 😢"
A lesson in basketball, life and of course business.
Last night I was watching my 13-year-old practice with his new basketball team.
Just a few weeks earlier he had tried out for the team, and the tryouts were
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@CoFoundersNik
What are the primary tasks you outsource to the assistant?
Was there a certain amount of training you had to do?
I’ve been thinking about hiring offshore talent for quoting and putting together construction contracts. If we had the right models and systems is that doable?
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@shawngorham
Sharing my subs has always paid off. The favor has always come back to me when I needed it.
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@ToryVStewart
I don’t know any parents who don’t let their kids sleep over
Wondering if it’s a regional/cultural thing 🤔
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