Freedom Blueprint for Home Services | HVAC, Plumbing, Electrical, Leadership, Business Growth

Show Information 

Episode Number: 99

Date: August 4, 2025

Duration: 40:06

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: [email protected]

Guest: McKena Harless

Company: True North Strategies

Guest Website: PickTrueNorth.com

Summary

In this episode of the Freedom Blueprint Podcast, Justin Deese is joined by McKena Harless, founder of True North Strategies. McKena shares her journey of growing up in the trades, learning the family HVAC business from the inside out, and how those experiences shaped her mission to help home service businesses grow through smarter marketing and operational strategies. She dives into the realities of contractor marketing, the importance of building a clear vision for your team, and why every business needs a CMO-style presence—even if they can’t afford one full-time.

Whether you’re a business owner looking to level up your marketing, create stronger operational systems, or simply find more balance in your business, McKena’s story and insights will inspire and equip you for your next stage of growth.

• Why home service companies struggle with marketing and how to fix it
• The six marketing pillars every contractor must focus on
• How to move from reactive to proactive marketing
• Building vision and culture for your team
• Why True North Strategies is designed to be a CMO and COO solution for growing businesses

1. Growing up in the trades with Daffin Cooling & Heating
2. Lessons learned from Service Nation and Lemon Seed Marketing
3. The birth of True North Strategies
4. Marketing mistakes contractors make
5. Diagnosing your business for true growth
6. How McKena and her father Tom are helping businesses as a dynamic team

#FreedomBlueprintPodcast #HomeServiceBusiness #HVACMarketing #PlumbingBusiness #ElectricalBusiness #TrueNorthStrategies #McKenaHarless #JustinDeese #BusinessGrowth #MarketingStrategy #ContractorSuccess

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Episode Number: 98

Date: July 28, 2025

Duration: 28:12

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: [email protected]

Guest Contact Information

Guest: Tom Jameson

Company: Astro Watt Electrical

Guest Website:  https://www.callastrowatt.com

Summary

In this episode, Justin chats with Tom Jameson, owner of Astro Watt Electrical based in Apex, North Carolina. Since launching in 2019, Tom has grown his business to 14 employees and is on pace for $3M in revenue—all while building a standout company culture rooted in fun, empowerment, and genuine care for both team and customer.

Tom shares how he transitioned from being in the field to leading the business, the lessons he learned from scaling too fast, and the surprising power of a monthly team book club. If you're a business owner looking to grow without losing your soul—or your weekends—this episode is for you.

Takeaways

• Building a fun and empowering culture leads to sustainable growth.
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• Clarity and focus on residential service work allowed Astro Watt to scale efficiently.
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• Letting go of control and empowering your team unlocks freedom and growth.
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• Even small companies should prioritize reinvestment and leadership development early.
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• Customer experience trumps sales—sometimes the best solution isn’t doing the job at all.
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• A great culture builds loyalty, collaboration, and a team that truly cares.
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Chapters

00:00 – Welcome and Introduction

01:00 – Astro Watt Today: Structure, Team, Revenue Goals

03:00 – Creating a Fun and Close-Knit Culture

05:00 – Early Days and the Journey to Residential Focus

08:00 – Stepping Out of the Field & Building Leaders

13:00 – Bottlenecks, Lessons, and Leadership Growth

16:00 – Empowering the Team and Letting Go

20:00 – Life Outside of Work: Golf, Family, and Perspective

22:00 – Lightning Round: Freedom, Decisions, and Advice

25:00 – Final Thoughts: The Power of Team and Book Clubs

Keywords

#ElectricalBusiness #ResidentialService #CompanyCulture #LeadershipLessons #BusinessGrowth #EmpowerYourTeam #FreedomInBusiness #CustomerExperience #HomeServices #AstroWatt #TradesLeadership #JustinDeese #FreedomBlueprintPodcast #TomJameson

Show Information 

Episode Number: 97

Date: July 21, 2025

Duration: 39:21

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: [email protected]

Guest Contact Information

Guest: Kristen Deese

Company: Virtual CFO for the Trades

Guest Website: KristenDeese.com

Summary

In this powerful and personal episode, Justin is joined by his wife and guest co-host, Kristen Deese, for a candid conversation about one of the biggest leadership blind spots: assigning responsibility without granting authority.

Drawing from real-life experience as business owners — and parents of a Marine — Justin and Kristen dive into the tension leaders face when trying to grow a business while still holding on too tightly. They explore what happens when managers are expected to perform without being truly empowered, and why letting go is not just necessary — it’s a leadership requirement.

From Red Friday traditions and eight-mile ruck marches to hard business truths, this episode blends heart and strategy in a way that will resonate with leaders at every level.

Resources & Mentions:

• How to Lead When You’re Not in Charge by Clay Scroggins

Takeaways

• Why delegation without authority sets your team up to fail
• How to empower managers to lead effectively — even if they’re not “in charge”
• The 80% rule: why “perfect” execution isn’t the goal
• How to support team leaders without micromanaging
• A book recommendation that every leader should read: How to Lead When You’re Not in Charge by Clay Scroggins
• Plus: How one family turned a boot camp milestone into a meaningful tradition of support

Chapters

00:00 – Welcome + Red Friday Tradition

02:00 – The Story Behind the 8-Mile Ruck March

05:30 – Honking for Support & Community Impact

07:30 – Training for the Grand Canyon Hike

09:00 – Storms, Lightning, and Studio Setbacks

10:00 – The Leadership Topic: Delegation & Authority

11:45 – Why Leaders Struggle to Let Go

13:00 – The Problem with Responsibility Without Power

15:00 – Empowering Managers: Clear Goals and Team Commitments

16:30 – Book Recommendation: How to Lead When You're Not in Charge

18:00 – What to Do When a Manager Asks to Fire Someone

20:00 – Final Thoughts: Trust, Ownership, and True Leadership

Keywords

empowering leaders, delegation and authority, how to lead when you’re not in charge, leadership in HVAC business, plumbing and HVAC leadership, business owner mindset, letting go as a leader, empowering your team, leadership challenges in small business, Team management HVAC, Clay Scroggins leadership, service manager authority, Operations manager leadership, HVAC company growth, freedom blueprint podcast, leadership podcast for business owners, Red Friday military support, family-owned business leadership

Show Information 

Episode Number: 96

Date: July 14, 2025

Duration: 34:21

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: [email protected]

Guest Contact Information

Guest: Ara Mahdessian

Company: Service Titan

Guest Website: www.ServiceTitan.com

Summary

In this episode of the Freedom Blueprint Podcast, host Justin Deese interviews Ara Mahdessian, co-founder and CEO of Service Titan. They discuss the evolution of Service Titan from its inception to becoming a publicly traded company, the importance of leadership and trust in business, and the necessity of focus and prioritization for growth in the home service industry. Ara shares valuable insights on how to lead a team effectively, the significance of customer success, and offers practical advice for business owners looking to grow their operations.

Takeaways

• Service Titan started with a focus on plumbing and expanded based on customer demand.
• The journey to becoming a publicly traded company was unexpected but rewarding.
• Leadership requires a high degree of trust among team members.
• Trust is built on competence, intentions, and commitment.
• Focusing on one thing at a time leads to better execution and results.
• Customer success drives business growth and retention.
• Engagement in critical projects is essential for leaders.
• Ambition should be balanced with realistic execution capabilities.
• Prioritization is key to achieving business goals.
• Using technology like Service Titan can significantly impact business success.

Chapters

00:00 The Journey of Entrepreneurship

00:01 Service Titan's Growth and Industry Impact

02:51 Leadership Lessons Learned

08:36 The Importance of Trust in Leadership

12:55 Prioritization and Bandwidth in Business

18:01 Rapid Fire Questions and Personal Insights

23:52 Advice for Business Growth

Keywords

Service Titan, leadership, home service, business growth, prioritization, customer success, trades, technology, entrepreneurship, trust

Show Information 

Episode Number: 95

Date: July 7, 2025

Duration: 43:45

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: [email protected]

Guest Contact Information

Guest: Stephanie Postell

Company: Anchor Heating & Air

Website: https://anchorheatingandair.com

TikTok: @anchorheatingandairLLC

Facebook: Anchor Heating and Air LLC

Personal Contact: [email protected]

Summary

In this inspiring episode of the Freedom Blueprint podcast, host Justin Deese sits down with Stephanie Postell, co-founder of Anchor Heating & Air in Charleston, SC. From being fired days before Christmas to building a multi-million-dollar HVAC business, Stephanie and her husband David’s journey is a story of faith, perseverance, and unapologetic community-driven growth.

Stephanie Postell shares how personal branding, authentic leadership, and creative social media strategy helped them build a $9M business in under four years—all while keeping their values front and center. Learn how their focus on culture, community, and connection helped them recruit top talent, grow a loyal customer base, and inspire others in the home services industry.

Takeaways

• Origin Story: How losing a job (twice) became the catalyst for starting Anchor Heating & Air.
• Building a Brand on Trust: Stephanie’s unique take on why authenticity beats paid ads every time.
• Community Marketing: Creative, low-cost ways to build loyalty and generate leads.
• Social media for Recruiting: How TikTok and Facebook have become hiring tools—not just ad platforms.
• Culture that Converts: What makes Anchor a place top techs want to work—and stay.
• Faith & Resilience: The deeper purpose behind their business and the role of faith in their journey.
• Freedom in Business: What it really means to work on your business, not just in it.

Chapters

00:00 – Welcome & Introduction

Justin introduces Stephanie Postell, co-founder of Anchor Heating & Air, and sets the stage for a high-impact conversation.

01:00 – Launching Anchor Heating & Air

Stephanie shares how she and David were unexpectedly fired and used that turning point to build their own HVAC company.

04:30 – Starting a Business… Two Weeks Before COVID

From honeymoon to hustle—how Anchor’s early days were shaped by a pandemic and unexpected adversity.

06:00 – Scaling Fast: From $2K to $9M in Under 4 Years

The key moves and mindset shifts that helped Anchor Heating & Air grow rapidly and profitably.

11:00 – Marketing on a Shoestring Budget

Why community engagement beats paid ads—and the real ROI behind birthday cakes, PTA meetings, and local sponsorships.

16:30 – Rejecting Google PPC & Outmarketing with Authenticity

Stephanie breaks down why Anchor has spent less than $7K on Google ads—and doesn’t regret it.

20:00 – TikTok for Recruiting? Yes, Really.

How a creative approach to social media became Anchor’s secret weapon for hiring top techs.

27:00 – Social Branding = Culture Amplified

Showing the human side of the business through fun, authentic content—and how it drives team loyalty and local awareness.

34:00 – Life Outside the Business

From bourbon collecting to off-road adventures—how Stephanie and David stay connected and grounded as married co-owners.

38:45 – The Freedom Fast Five

Rapid-fire insights on leadership, freedom, growth strategies, and one powerful lesson every business owner needs to hear.

43:45 – Final Thoughts: Culture Before Content

Why the foundation of culture must come before you ever pick up the phone to film a TikTok.

Keywords

HVAC business growth, Plumbing and HVAC leadership, Starting an HVAC company, Anchor Heating and Air Charleston, Stephanie Postell podcast, Justin Deese Freedom Blueprint, Home service business success, HVAC marketing strategies, HVAC recruitment tactics, Community-driven HVAC marketing, Culture in the trades industryHow to grow a service business, Low-budget HVAC marketing ideas, Social media,  recruiting HVAC, TikTok for home services, HVAC company branding, Building a trades business from scratch, Business growth after setback, Creating HVAC company culture, Woman-owned HVAC business, HVAC business startup story, HVAC owners on TikTok, HVAC entrepreneur story, HVAC business using social media, Anchor Heating & Air, Freedom Blueprint Podcast, High Proof Offroad, Pearl Promise, David and Stephanie Postell, HVAC business in Charleston SC, HVAC founders podcast interview

Show Information

Episode Number: 94

Date: June 30, 2025

Duration: 41:14

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com

Contact: [email protected]

Guest Co-Host Contact Information

Guest Co-Host : Kristen Deese

Company: Virtual CFO

Guest Co-Host Website: www.KristenDeese.com

Guest Co-Host Email: [email protected]

Sow The Land: https://www.youtube.com/c/SowtheLand

Summary

In this episode, Justin and Kristen Deese reflect on their first experience raising 50 meat chickens on their property—and the surprising number of business lessons that came with it. From the importance of planning and systems to knowing when to ask for help, they share insights that every home service business owner can relate to. Whether or not you care about chickens, you'll walk away with practical, grounded strategies for building a better business—one stage at a time.

Takeaways

• Start with the end in mind. Like raising chickens, business success requires a clear outcome and a roadmap to get there.
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• Systems must evolve. What works in the early stages won’t scale—know when to upgrade.
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• Research matters—but execution matters more. Get educated, but don’t wait forever to act.
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• Ask for help. Hiring coaches or experts can shortcut costly trial and error.
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• Measure what matters. The results—just like chicken weights—are worth tracking.
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• Don’t let emotion block tough decisions. Business leaders must learn to separate care from sentimentality.
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• Many hands make light work. Delegation and teamwork dramatically increase efficiency.
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Chapters

00:00 – Welcome to the Chicken Episode

02:00 – Why We Started Homesteading

07:15 – Choosing Meat Chickens: A Short-Term Farm Project

13:30 – Business Begins with Research and a Plan

18:45 – Phase One: The Brooder Stage

24:10 – First Losses and Learning from Mistakes

27:30 – Upgrading Systems as the Business (and Birds) Grow

34:00 – The Power of Routine and Team Buy-In

38:15 – Processing Day: Planning for the Final Step

45:00 – Coaching, Courses, and Outsourcing in Business

53:45 – Emotions vs. Leadership: Making Hard Decisions

59:10 – The Final Product: ROI on 275 Pounds of Chicken

66:00 – Lessons Learned and What We’d Do Differently

72:00 – Applying the Chicken Process to Business Growth

Keywords

#BusinessSystems #LeadershipLessons #HomeServiceSuccess #EntrepreneurMindset #FarmToFreezer #SmallBusinessGrowth #OutsourceWisely #TeamEfficiency #EmotionalDiscipline #ChickensAndBusiness #FreedomBlueprint #JustinDeese #KristenDeese #HomesteadingBusiness #BusinessPlanning #KnowYourWhy

Show Information 

Episode Number: 93

Date: July 23, 2025

Duration: 27:29

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: [email protected]

Guest Contact Information

Guest: Chris Gist

Company: Paradise Home Services

Guest Website: www.ParadiseHomeServices.com

Guest Email: [email protected]

Summary

In this episode of the Freedom Blueprint Podcast, host Justin Deese and his business partner Chris Gist discuss their journey in entrepreneurship, touching on personal insights, the importance of freedom, leadership lessons, and the significance of creating a positive company culture. They also delve into their experiences in the HVAC industry and share valuable wisdom on maintaining happiness within a growing business.

Takeaways

• Why they value fun as a core business principle
• What freedom really looks like after a business sale
• How brisket, breakfast, and team culture helped build loyalty
• The role of HVAC in their growth (and why variable speed systems are game changers)
• The importance of creating a business that supports happiness, not just profitability

Chapters

00:00 Welcome to the Freedom Blueprint Podcast

03:01 Rapid Fire Questions with Chris

05:08 Defining Freedom as a Business Owner

08:15 Lessons from Selling to Private Equity

10:32 Creating a Positive Company Culture

19:04 Navigating Seasonal Business Trends

23:50 Final Thoughts on Culture and Happiness

Keywords

#FreedomBlueprintPodcast #HomeServiceBusiness #HVACBusiness #PlumbingBusiness #PrivateEquityExit #BusinessGrowth #CompanyCulture #LeadershipLessons #Entrepreneurship #BusinessFreedom #HVACMarketing #ChrisGist #JustinDeese #ChrisGist#ServiceBusinessSuccess #BuildToSell #FunAtWork

Show Information 

Episode Number: 92

Date: June 16, 2025

Duration: 33:25

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: [email protected]

Guest Contact Information

Guest: Jimmy Speyer 

Company: Glass House

Guest Website: GlassHouse.biz

Summary

In this episode, Justin Deese and Jimmy Speyer discuss the current economic climate and its implications for home service businesses. They explore the concept of recession preparedness, emphasizing the importance of measuring key performance indicators, understanding customer acquisition costs, and the potential benefits of subscription models. The conversation also highlights innovative strategies for maintaining customer relationships and educating them about new technologies. Finally, they provide an overview of Glass House, a company dedicated to helping home service businesses enhance their outreach and profitability.

Takeaways

• Preparedness is key in uncertain economic times.
• Understanding your cost of revenue versus lead cost is crucial.
• Subscription models can smooth out cash flow for businesses.
• Educating customers can lead to increased sales opportunities.
• Proactive outreach is more effective than reactive strategies.
• Measuring performance metrics helps identify underperforming channels.
• Maintaining customer relationships is essential during slowdowns.
• Innovative services can create additional revenue streams.
• Understanding capital costs is vital for business sustainability.
• Glass House offers tools for effective customer outreach.

Chapters

00:00 Introduction and Context Setting

02:19 Understanding Economic Uncertainty

05:23 Preparing for Recession: Key Strategies

08:25 Measuring Performance and ROI

11:29 Innovative Business Models: Subscription Services

14:23 Leveraging Customer Relationships for Growth

17:26 Staying Ahead with Technology and Trends

20:45 The Power of Customer Referrals

24:06 Educating Customers vs. Selling

25:44 Subscription Models in Home Services

27:46 Preparing for Economic Changes

29:10 Introduction to Glasshouse

31:40 Proactive Outreach Strategies

Keywords

recession preparedness, home service businesses, subscription models, economic uncertainty, customer education, capital management, business strategies

Show Information 

Episode Number: 91

Date: June 9, 2025

Duration: 20:15

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: [email protected]

Summary

In this episode of the Freedom Blueprint podcast, Justin Deese discusses the complexities of leadership, emphasizing the importance of understanding different leadership styles. He explores the four core styles: visionary, democratic, coaching, and commanding, detailing their strengths and weaknesses. Justin encourages leaders to identify their own style and adapt it to meet the needs of their teams, highlighting the significance of aligning personal and team motivations for effective leadership.

Takeaways

• Leadership is a learned behavior, not just innate.
• Understanding your leadership style can transform team performance.
• There are four core leadership styles: visionary, democratic, coaching, and commanding.
• Effective leadership involves inspiring and clearing obstacles for your team.
• Aligning your 'why' with your team's 'why' is crucial.
• A good culture encourages team loyalty and reduces turnover.
• Self-evaluation and feedback from your team are essential for growth.
• Flexibility in leadership style is important based on team needs.
• Great leaders are aware and willing to adapt their approach.
• Consistent presence and growth as a leader lead to company growth.

Chapters

• 00:00 Introduction to Leadership Challenges
• 00:31 Understanding Leadership Styles
• 02:07 The Importance of Aligning Team and Leader Why
• 04:20 Exploring the Four Leadership Styles
• 06:47 Self-Evaluation and Feedback in Leadership
• 09:29 Adapting Leadership Styles to Team Needs
• 12:04 The Essence of Effective Leadership
• 14:21 Conclusion and Call to Action

Keywords

leadership, leadership styles, team motivation, coaching, commanding, democratic, visionary, business growth, team culture, self-evaluation

Show Information 

Episode Number: 90

Date: June 2, 2025

Duration:  13:31

Host Contact Information

Host: Justin Deese

Website: JustinDeese.com 

Contact: [email protected]

Guest Contact Information

Guest: Jeff Gabelsberg

Company: Jolly Goat Garage Doors

Guest Website: https://jollygoatgaragedoors.com/

Summary

In this episode of the Freedom Blueprint podcast, Justin Deese interviews Jeff, the owner of Jolly Goat Garage Doors, discussing the evolution of the garage door industry, the importance of branding, and the unique market opportunities in smaller towns. Jeff shares insights from his 30 years in the industry, the challenges of rebranding, and how community engagement through their mascot, a goat, has positively impacted their business. The conversation highlights the significance of quality service and the potential for growth in the garage door market.

Takeaways

• The garage door industry has seen significant growth in recent years.
• Rebranding can transform a business's market presence and customer recognition.
• Community engagement through unique branding can attract customers.
• Smaller towns often have unmet needs for quality garage door services.
• Quality service and customer relationships are key to business success.
• Technology is playing a larger role in the garage door industry.
• The importance of having a memorable brand name cannot be overstated.
• Higher-end products can lead to better customer satisfaction and loyalty.
• Understanding market demands in rural areas can lead to business expansion.
• The journey of entrepreneurship involves continuous learning and adaptation.

Chapters

• 00:00 Introduction to the Garage Door Industry
• 03:03 The Evolution of Jolly Goat Garage Doors
• 05:59 Branding and Community Engagement
• 08:49 Market Opportunities in Smaller Towns
• 11:50 Conclusion and Future Aspirations

Keywords

garage doors, Jolly Goat, branding, community engagement, market opportunities, service industry, technology, business growth, customer service, home improvement