Podcast
Freedom Blueprint for Home Services | HVAC, Plumbing, Electrical, Leadership, Business Growth
Hosted by Justin Deese | Home Service Industries · EN
Welcome to the Freedom Blueprint Podcast! Host Justin Deese delivers practical advice from his decades in the home service industry. Each week, discover strategies for success, avoid pitfalls, and hear real-life stories. Join our community to learn and grow together. Featuring guests like Tommy Mello from Home Service Experts, Tersh Blissett and Josh Crouch from Service Business Mastery, Jerod Williams from Wealthy Plumbers and Ara Mahdessian CEO of Service Titan.
Visit www.FreedomBlueprintPodcast.com for more. Empowering leaders, fostering growth and a positive mindset. Your journey to success in plumbing, HVAC, and electrical starts here!
35episodes
Episodes
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151 | Be Your Own Customer (The Leadership Blind Spot Costing You Jobs) : Freedom Fuel
1w ago00:08:15Tap to summarizeWhen's the last time you actually experienced your business the way your customer does?In this Freedom Fuel episode, Justin shares the gut-punch moment he had after buying a restaurant and suddenly finding himself on the OTHER side of the counter — dealing with vendors whose systems felt built for them, not for him. And it forced him to ask the hard question: are we doing the same thing to our customers?This short, focused episode walks you through a 4-Step Be Your Own Customer Audit you can run this week to uncover the invisible gaps that are quietly costing you trust, jobs, and repeat business.What you'll learn:Why what feels “normal” inside your business can feel overwhelming to your customerThe 60-second phone call that exposes more than most performance reviewsHow to audit your website, your follow-up, and the full customer journeyThe one question that separates businesses that scale from businesses that stallA simple weekly habit: one honest look, one fixThis episode is for you if:You run a home service business (HVAC, plumbing, electrical, roofing, remodeling, etc.)You feel like marketing is working but conversions aren't matching upYou want to grow without adding more trucks, ads, or chaos🎯 GRAB THE FREE “Be Your Own Customer Audit” worksheet.👉 Subscribe so you don't miss future Freedom Fuel episodes.👉 Share this with a fellow leader who needs to hear it.
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150 | The Mountain, The Million, and Why You Keep Climbing
2w ago00:24:48Tap to summarizeFreedom Blueprint Podcast Hosts: Justin Deese (with Kristen Deese & guest Levi Torres) Recorded: On top of Camelback Mountain, Scottsdale, AZThis isn't a normal episode. It can't be.Episode 150 marks a milestone Justin never put on a vision board: over one million downloads of the Freedom Blueprint Podcast. To put that in context — 90% of podcasts never make it past episode 3, and roughly 99% of those that do never reach episode 20. Episode 150 with a million listens isn't supposed to happen.So to mark it, Justin did something stupid and meaningful: he carried his podcast equipment up Camelback Mountain in Scottsdale, Arizona — 1,200 feet of elevation gain in about a mile of scrambling over boulders — and recorded the back half of this episode from the summit alongside his wife Kristen and good friend Levi Torres.The climb became the metaphor. The plan he had at the trailhead got punched in the face by mile one (as Mike Tyson would say), and what came out at the top was more raw and more useful than what he'd scripted on the way up.What you'll hear in this episode:The honest truth about what 150 episodes of showing up actually feels like — and the weeks Justin almost quitWhy the listener (yes, you) saved this podcast more times than anyone realizesThe 80-year-old couple who passed them on the trail — twice — and the business lesson hiding in itKristen on discipline: why the people who seem to "have it together" usually just have a different focus and a longer runway of repsLevi on the comparison trap: why pushing your pace to match someone else's costs you the joy of the workThe "you're in a race against yourself" principle and why it applies to every home service business owner listeningWhy you can't just grind harder — you have to grind differently — to get a different resultA live view from the top of Camelback (head to YouTube for the visuals)This one is a love letter to every operator in the trenches, a thank-you to every listener who kept showing up, and a reminder that the climb is the point.Key TakeawaysShow up before you know it's working. Justin hit publish for months wondering if anyone was listening. Every time he was ready to quit, a DM or a hallway conversation at a trade show pulled him back. Consistency compounds — but only if you're still there when it does.You're in a race against yourself. The 80-year-old couple lapping you on the trail isn't your competition. The version of you from six months ago is.Comparison steals the work. When you push your pace to match someone faster, you stop enjoying what you're doing — and you usually break before they do. Slow down enough to actually live the climb.Discipline is invisible from the outside. When someone seems to be growing faster than you, you're not seeing their reps, their shoes, their elevation training, their 5 a.m. starts. Stop measuring yourself against a highlight reel.Repetition teaches, but only if you adapt. Doing the same hike (or running the same playbook) the same way every time produces the same result. The improvement comes from what you change between attempts.Mind over critter brain. Halfway up, your body will tell you to quit and go to Waffle House. The job is to override that voice with the part of you that already knows you can finish.The plan changes at the top. Mike Tyson was right — everybody has a plan until they get punched in the face. The message Justin planned for the summit wasn't the message he delivered. Trust the moment.Memorable Quotes"You saved this podcast more times than you will ever know.""Every time I think I have it figured out, the mountain humbles me.""It stops being a hobby and starts becoming something else.""You have to do things different. If you keep doing the same thing every day, it doesn't get better.""The mountain is the metaphor — for this podcast, for your business, for anything in your life that's actually worth doing."Show Notes & Timestamps(00:00) Cold open: when's the last time you did something genuinely uncomfortable?(01:00) Celebrating episode 150 — and crossing one million downloads(02:30) The brutal podcast stats (and why most shows die before episode 20)(04:00) "You saved this podcast more times than you'll ever know" — the listener thank-you(06:00) Why a mountain? Introducing Camelback and the metaphor(09:00) Carrying the podcast rig up the trail — and the message Justin planned vs. what actually came out(10:50) Recording from the summit with Kristen and Levi(11:40) The 80-year-old couple, the kid in Crocs, and the comparison trap(13:30) Justin on the "struggle bus" — sitting at a desk and eating wings doesn't make you hike-ready(14:47) Kristen on discipline: what you don't see behind the scenes(17:13) Mind over critter brain — and why "listen to your body" is sometimes a lie(17:47) You have to do things differently to get a different result(20:00) What repetition actually teaches you (and why you need a water backpack)(22:00) Levi's takeaway: slow down and enjoy the journey(22:30) Wrapping up at the summit — head down the mountainResources & LinksWatch the full episode with summit footage on YouTube — the view at the top doesn't translate to audioPhotos from the climb on Instagram and FacebookCamelback Mountain, Scottsdale, AZ — Echo Canyon trailGuest: Levi Torres (Colorado — and yes, the altitude training shows)Call to ActionIf episode 150 hit at the right moment, do the thing Justin built this show on:Send it to one other operator who needs to hear it this weekLeave a review on Apple Podcasts or Spotify — that's what keeps the show finding new operatorsDM Justin and tell him which episode hit hardest. He reads every one.Here's to the next 150. See you Monday.Mentioned in this episode:HomeServiceHoorah.com/ Get your tickets before they SELLOUT!
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149 | Not All Sacrifices Are Created Equal : Freedom Fuel
2w ago00:08:11Tap to summarizeShow InformationEpisode Number: 149Duration: 07:35Date: May 15, 2026Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.comContact: podcast@JustinDeese.comSummaryEvery home service business owner makes sacrifices — late nights, missed dinners, weekends on call — but not all sacrifices are created equal.In this Freedom Fuel episode, Justin breaks down the difference between the sacrifices that build your future and the ones that quietly break your health, your family, and your leadership. When you’re deep in the grind, it’s easy to blur the line between discipline and destruction — and most owners never stop to question it.You’ll learn why “always grinding” without a finish line isn’t success, how your team mirrors your behavior more than your words, and the two simple filters every decision should pass before you say yes to the next sacrifice.If you’re building an HVAC, plumbing, electrical, or home service business and feeling the weight of constant grind with no real freedom — this episode will challenge how you define success.TakeawaysNot all sacrifices are equal — some build your future, others quietly destroy itGrinding without a finish line is not discipline — it’s a dangerous habitYour team mirrors your behavior more than your intentionsHiring, investing, and letting go can create long-term freedomEvery decision should pass two filters: your why and your foundationSuccess without fulfillment is not real successAwareness is what separates growth-driven leaders from burnout-driven operatorsChapters00:00 – The Badge of Honor We Wear00:45 – The Truth Most Owners Don’t Want to Hear01:30 – Sacrifices That BUILD You03:00 – Sacrifices That BREAK You05:00 – Your Team Mirrors Your Grind06:15 – Filter #1: Does It Serve Your Why?07:30 – Filter #2: Does It Protect Your Foundation?08:45 – The Ten-Second Decision Rule09:30 – Success Without FulfillmentKeywords#FreedomBlueprintPodcast #FreedomFuel #JustinDeese #HomeServiceBusiness #HVACBusiness #PlumbingBusiness #ElectricalContractor #BusinessOwner #Leadership #EntrepreneurMindset #WorkLifeBalance #BurnoutPrevention #BusinessGrowth #HiringStrategy #Delegation #SmallBusinessLeadership #ServiceBusiness #LeadershipDevelopment #MindsetShiftMentioned in this episode:Homeservicehoorah.com
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148 | Branding Beats Bigger Budgets: Dan Antonelli on Becoming “Five-Mile Famous”
3w ago00:39:08Tap to summarizeShow InformationEpisode Number: 148Date: May 11, 2026Duration: 38:33Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.comContact: podcast@JustinDeese.comGuest Contact InformationGuest: Dan AntonelliCompany: KickCharge CreativeGuest Website: https://www.kickcharge.com/Gift to listeners: Family-owned letter template and branding resources available at KickCharge.comSummaryIn this episode of the Freedom Blueprint Podcast, Justin Deese sits down with Dan Antonelli, founder of KickCharge Creative and author of Branded Not Blended, to unpack why branding is one of the most overlooked growth drivers in the home service industry.With over 31 years of experience and more than 3,000 home service brands developed, Dan explains why branding isn’t just about logos and colors — it directly impacts booking rates, close rates, average ticket size, recruiting, and customer trust. He introduces the concept of becoming “five-mile famous,” showing why community visibility and grassroots marketing outperform blindly throwing money at Google ads and LSAs.Justin and Dan also dive into how smaller operators can compete against private equity-backed companies without matching their ad spend, why consistency across every customer touchpoint matters, and the hidden ROI of rebranding: improved culture, stronger team morale, and attracting better talent.If you’re an HVAC, plumbing, electrical, or home service business owner looking to stand out in a crowded market, this episode is packed with practical branding and marketing insights that can reshape how customers — and employees — perceive your company.TakeawaysBranding directly impacts booking rate, close rate, average ticket, and marketing efficiency“Five-mile famous” community visibility beats relying solely on Google and paid adsFanatical consistency across trucks, uniforms, websites, and signage builds trustFamily-owned businesses have a competitive advantage — if they communicate it clearlyThe best time to invest in branding was yesterday; the second best time is todayStrong branding improves recruitment, morale, and company cultureCustomers often decide they trust you before they ever contact your companyPrivate equity can outspend you online, but they can’t out-community you locallyChapters00:00 – Intro & Welcome00:50 – Dan’s 31-Year Journey in Branding02:23 – What KickCharge Actually Does03:51 – Why Consistency Builds Trust06:00 – The Science Behind Brand Impressions07:33 – The Story Behind the Gettle Brand10:32 – The Average Size of KickCharge Clients12:25 – Visibility & “Your Trucks Are Everywhere”14:00 – Fanatical Consistency Explained16:46 – Why Consistency Signals Reliability18:36 – When Should You Invest in Branding?21:01 – Why Branding Compounds Over Time22:00 – Becoming “Five-Mile Famous”24:06 – Grassroots Marketing vs. Expensive LSAs25:30 – The $35K Sponsorship Strategy26:54 – Childhood Brand Recognition Story27:51 – Competing Against Private Equity30:23 – The CHIRP Message & Family-Owned Advantage31:00 – The Hidden ROI of Branding34:39 – Where to Find Dan & His Book36:41 – OutroKeywords#FreedomBlueprintPodcast #JustinDeese #DanAntonelli #KickCharge #Branding #HomeServiceBusiness #HVACBusiness #PlumbingBusiness #ElectricalContractor #MarketingStrategy #BrandStrategy #Leadership #BusinessGrowth #CustomerTrust #CompanyCulture #Recruitment #SmallBusinessMarketing #Entrepreneurship #BrandedNotBlended #ContractorMarketingMentioned in this episode:HomeServiceHoorah.com/ Get your tickets before they SELLOUT!
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147 | Stop Ignoring New Construction: The Hidden Goldmine Most Contractors Miss : Freedom Fuel
3w ago00:06:31Tap to summarizeShow InformationEpisode Number: 147Date: May 08, 2026Duration: 06:31Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.comContact: podcast@JustinDeese.comSummaryMost home service companies completely overlook one of the easiest revenue opportunities sitting right in front of them—new construction neighborhoods. In this Freedom Fuel episode, Justin breaks down why “new” doesn’t mean “complete” and how homeowners in brand-new homes are actually primed for upgrades.If you’ve been driving past new developments thinking there’s no opportunity, this episode will shift your mindset. Justin explains the critical 6–24 month window where homeowners are most likely to invest in upgrades—and how your team can position themselves to capture that revenue.TakeawaysNew construction homes are built to sell, not to optimize comfort or performanceHomeowners don’t know what they want—they only know what they’ve been shownThe biggest opportunity window is between 6–24 months after move-inUpgrades like thermostats, water filtration, and smart tech are easy winsGreat companies don’t wait for calls—they create opportunitiesMissing this window means losing both revenue AND long-term customer relationshipsChapters00:00 – Why new construction is a missed opportunity01:10 – The mindset that’s costing you money02:00 – “New” doesn’t mean complete03:00 – Why homeowners don’t ask for upgrades04:30 – The 6–24 month opportunity window06:00 – Simple upgrades that create big value07:15 – Stop waiting for the phone to ring08:15 – Action steps: how to target new neighborhoods09:15 – Final challenge: see new construction differentlyKeywords#HomeServiceBusiness #HVAC #Plumbing #Electrical #GarageDoor #ContractorMarketing #ServiceBusinessGrowth #NewConstruction #HomeUpgrades #SmartHome #TechnicianTraining #ServiceManager #BusinessCoaching #LeadGeneration #CustomerExperience #Entrepreneurship #FreedomBlueprintPodcast
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146 | 500,000 Plumber Shortage Is Coming — Here's How to Prepare
4w ago00:30:51Tap to summarizeShow InformationEpisode Number: 146Date: May 04, 2026Duration: 30:16Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.comContact: podcast@JustinDeese.comGuest Contact InformationGuest: Spencer PopeCompany: Bradford WhiteGuest Website: https://forthepro.bradfordwhite.com/Gift to listeners: Free training resources, live support, and access to the For The Pro AppSummaryIn this episode of the Freedom Blueprint Podcast, Justin Deese sits down with Spencer Pope, Manager of Technical Support and Training at Bradford White, to unpack one of the biggest challenges facing the trades today: the growing plumber shortage.With a projected gap of 500,000 plumbers by 2027 and an aging workforce, Spencer shares what this means for contractors—and more importantly, what to do about it. From hands-on training at Bradford White’s ITEC facility to the shift away from traditional on-the-job training, this conversation highlights how businesses must rethink hiring, training, and retention.They also dive into culture and leadership, exploring why Spencer has stayed at one company for over 15 years and how a simple mindset shift—investing in your team’s long-term success—can dramatically improve retention. If you’re serious about building a stronger, more resilient team, this episode delivers practical insights you can apply immediately.TakeawaysThe plumber shortage is accelerating, with a projected 500,000 gap by 2027Hire for soft skills and train for technical abilityTraditional on-the-job training is no longer enough on its ownHands-on, focused training dramatically improves technician performanceInvesting in your team’s growth increases retention—not turnoverStrong company culture is a key driver of long-term employee loyaltyEmpowering employees to contribute ideas strengthens engagementTraining ROI shows up in confidence, speed, and customer experienceChapters00:00 – Welcome & Spencer’s Background03:12 – Why He Stayed 15+ Years at One Company05:58 – Inside Bradford White’s Training Programs08:33 – The Value of Hands-On Lab Training10:04 – Why New Talent Isn’t Entering the Trades11:39 – The 500,000 Plumber Shortage Explained13:07 – Soft Skills vs. Mechanical Skills14:43 – Why OJT Alone Falls Short17:00 – Training Philosophy & Industry Impact18:14 – Training Length & ROI for Contractors22:43 – The #1 Culture Tip for Retention26:35 – The Shift in Today’s Workforce27:29 – How to Connect with Bradford WhiteKeywords#FreedomBlueprintPodcast #JustinDeese #SpencerPope #BradfordWhite #PlumbingIndustry #SkilledTrades #LaborShortage #WorkforceDevelopment #BusinessGrowth #Leadership #CompanyCulture #HiringStrategy #EmployeeRetention #TrainingAndDevelopment #ContractorLife #HVAC #PlumbingBusiness #ServiceBusiness #TradeTraining #BlueCollarBusinessMentioned in this episode:HomeServiceHoorah.com/ Get your tickets before they SELLOUT!
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145 | Your Team Isn’t the Problem… You Are (The Leadership Mirror) : Freedom Fuel
4w ago00:06:55Tap to summarizeShow InformationEpisode Number: 145Date: May 01, 2026Duration: 06:55Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.comContact: podcast@JustinDeese.comSummaryIn this first episode of the new Freedom Fuel series, Justin Deese delivers a powerful leadership truth most business owners avoid: your team is a reflection of you.If your team lacks accountability, energy, or ownership, the issue may not be them—it may be what you're modeling as a leader. Justin breaks down how culture is created through daily actions, not words, and why leaders must take full ownership if they want their business to grow.This short, high-impact episode is designed to help home service business owners reset their leadership approach and build stronger, more accountable teams.TakeawaysYour team mirrors your attitude—positive or negativeWhat you tolerate becomes the standardLeadership habits shape team behaviorAccountability starts at the topCulture problems are usually leadership problems in disguiseReal change starts when the leader changes firstChapters00:00 – The uncomfortable truth about your team01:00 – Introducing the Freedom Fuel series02:00 – The leadership mirror explained03:00 – Your attitude sets the tone04:30 – Your habits become the standard06:00 – Accountability starts with you07:30 – Why culture problems aren’t what you think09:00 – Real-world leadership example11:00 – Action steps for leaders this week13:00 – Final challenge and call to actionKeywords#Leadership #HomeServiceBusiness #BusinessGrowth #Accountability #CompanyCulture #LeadershipDevelopment #Entrepreneurship #HVACBusiness #PlumbingBusiness #Electricians #ServiceBusiness #TeamLeadership #BusinessCoaching #FreedomBlueprint #MomentumMeetings
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144 | The One Question That Cost Millions: Chris Yano on Private Equity, Exit Regret & Building It Right
Apr 2700:40:26Tap to summarizeShow InformationEpisode Number: 144Date: April 27, 2026Duration: 39:52Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.comContact: podcast@JustinDeese.comGuest Contact InformationGuest: Chris YanoCompany: Yano Group / Prolific Brand DesignContact Info: theyanogroup.comSummaryIn this episode of the Freedom Blueprint Podcast, Justin Deese sits down with Chris Yano for a raw and insightful conversation about entrepreneurship, private equity, and life after exit. Chris shares the behind-the-scenes reality of selling his business, the unexpected challenges that followed, and the one critical question he wishes he had asked before signing the deal.They dive deep into private equity myths, the real impact on the home service industry, and why smaller operators have a massive opportunity right now. Chris also unpacks how he’s building and scaling new ventures with a completely different mindset—focusing on strategy over grind.From reputation vs. revenue to building businesses that truly serve people, this episode is packed with hard-earned lessons every business owner needs to hear.TakeawaysThe one question you MUST ask before entering a private equity dealWhy selling your business doesn’t always mean “freedom”The difference between minority vs. majority ownership—and why it mattersHow private equity is actually creating opportunity for smaller businessesWhy “reputation over revenue” is a long-term growth strategyThe power of community, culture, and employee buy-inHow to scale faster by focusing on strategy instead of tacticsWhy owning a small geographic market can outperform broad expansionThe real reason most businesses struggle with churn and hiringHow Chris is building new companies with minimal day-to-day involvementChapters00:00 – Welcome & Catching Up with Chris Yano01:00 – The Private Equity Experience Explained03:40 – The ONE Question He Didn’t Ask (Costly Lesson)08:00 – Would He Do the Deal Again?10:30 – Private Equity: Threat or Opportunity?15:00 – Why Smaller Businesses Can Win Big Right Now18:30 – Life After Exit & New Ventures22:30 – Scaling a Roofing Company from Scratch25:00 – The “5-Mile Radius” Growth Strategy27:30 – Rapid Fire Questions (Cars, Life & More)31:30 – Best Advice Ever: Reputation Over Revenue36:30 – Building Culture That Actually Retains People38:00 – Final Thoughts & Where to Find ChrisKeywords#FreedomBlueprintPodcast #JustinDeese #ChrisYano #PrivateEquity #BusinessExit #Entrepreneurship #HomeServiceBusiness #ScalingBusiness #BusinessGrowth #Leadership #ReputationOverRevenue #CompanyCulture #SmallBusinessStrategy #MarketingStrategy #ServiceBusiness #HVAC #PlumbingBusiness #RoofingBusiness #BusinessCoaching #AIinBusinessMentioned in this episode:HomeServiceHoorah.com/ Get your tickets before they SELLOUT!
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143 | What the Blue Angels Can Teach You About Leadership (18 Inches from Failure)
Apr 2000:43:21Tap to summarizeShow InformationEpisode Number: 143Date: April 20, 2026Duration: 42:46Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.comContact: podcast@JustinDeese.comGuest Contact InformationGuest: Jon FaySummaryWhat does elite leadership really look like when failure isn’t an option?In this episode of the Freedom Blueprint Podcast, Justin Deese sits down with former Navy Commander and Blue Angels Executive Officer Jon Fay to unpack what it takes to lead at the highest level. From flying jets just 18 inches apart to building high-performance teams with 30–40% annual turnover, Jon shares powerful lessons on trust, accountability, culture, and leadership that directly apply to business owners—especially in the home service industry.If you want to build a team that operates with precision, ownership, and a relentless pursuit of excellence… this episode is for you.TakeawaysWhy “culture of excellence” is the foundation of elite teamsHow the Blue Angels maintain performance with massive annual turnoverThe power of individual accountability in team successWhy trust is non-negotiable in high-performing organizationsHow small mistakes—if handled correctly—create massive improvementThe real meaning of leadership when the margin for error is near zeroWhy hiring for attitude beats hiring for skillHow to implement debrief-style feedback in your businessWhat business owners can learn from military precision and disciplineThe importance of servant leadership in both business and lifeChapters00:00 – Introduction to Jon Fay & Blue Angels background03:00 – Journey to the Naval Academy05:00 – Lessons from 24 years in the Navy08:00 – The moment that changed everything (Hawaii experience)11:30 – What the Blue Angels really do14:00 – Flying 18 inches apart (trust & precision)19:30 – Building elite teams with constant turnover23:00 – Hiring for attitude vs skill25:30 – Inside the Blue Angels debrief process29:00 – Applying elite performance to home service businesses31:00 – Transitioning from military to civilian leadership34:00 – Culture, performance pay, and leadership in business36:00 – Jon’s next mission: serving the community40:00 – Home Service Hoorah Event previewKeywords#Leadership #BlueAngels #Teamwork #CultureOfExcellence #Accountability #ServantLeadership #HomeServiceBusiness #HVAC #Plumbing #Electrical #BusinessGrowth #Entrepreneurship #HighPerformanceTeams #Hiring #ScalingBusiness #Discipline #MilitaryLeadership #Trust #FreedomBlueprintPodcastMentioned in this episode:HomeServiceHoorah.com/ Get your tickets before they SELLOUT!
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142 | Why Your Hiring Sucks (And It’s Costing You Millions) with Jonathan Whistman
Apr 1301:08:10Tap to summarizeShow InformationEpisode Number: 142Date: April 13, 2026Duration: 01:07:35Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.comContact: podcast@JustinDeese.comGuest Contact InformationGuest: Jonathan WhistmanCompany: WhoHire / The Sales BossGuest Website: https://thesalesboss.comGift to listeners: Free resources + hiring frameworks (via website)🎯 SummaryIn this episode of the Freedom Blueprint Podcast, Justin Deese sits down with Jonathan Whistman—author of The Sales Boss and co-author of Unrecruitable—to break down one of the biggest lies in business: “there are no good people.”Jonathan shares why most companies don’t actually have a people problem—they have a system and leadership problem. From his unique background studying human behavior to building predictive hiring technology, he explains how top-performing companies consistently hire A-players while others stay stuck with churn, underperformance, and frustration.You’ll learn how to think differently about hiring, leadership, and culture—and how to build a team your competitors can’t steal.💡 TakeawaysMost businesses don’t have a hiring problem—they have an environment problemThe best companies don’t find great people… they build systems that create themYour business is always sending signals—whether you realize it or notHiring mistakes can cost your business millions in lost revenueA-player teams aren’t luck—they’re the result of intentional hiring processesIdentity drives performance more than motivation or trainingIf your team isn’t performing, it’s time to look in the mirror—not blame the market🧭 Chapters00:00 – Introduction & how Justin met Jonathan02:00 – The story behind The Sales Boss04:00 – The 4 levers of performance (B.O.S.S. framework)06:30 – Jonathan’s background & understanding human behavior10:00 – The danger of unconscious beliefs in business12:30 – Why “people problems” exist in every company15:00 – Building a team that competitors can’t steal19:00 – The Think, Feel, Act framework explained23:00 – Why most businesses fail at culture and hiring27:00 – Real-world example of fixing a broken hiring system31:00 – The truth: “People don’t want to work for YOU”33:00 – The hidden cost of bad hires (58% revenue gap)39:00 – How WhoHire uses AI to predict top performers45:00 – Data-driven hiring vs gut-based hiring52:00 – Why hiring should always be happening59:00 – Hiring in groups vs one-off hiring1:03:00 – Treat every hire like a $500K decision1:05:00 – Final thoughts & how to connect with Jonathan🔑 Keywords#Hiring #Leadership #HomeServiceBusiness #HVAC #PlumbingBusiness #Electricians #BusinessGrowth #TeamBuilding #APlayers #Recruiting #Entrepreneurship #SalesLeadership #CompanyCulture #FreedomBlueprint #JustinDeese #WhoHire #SalesBoss #Unrecruitable #BusinessCoaching #ScalingBusinessMentioned in this episode:HomeServiceHoorah.com/ Get your tickets before they SELLOUT!
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