“Great culture is self-policing. You don’t police your culture; a great culture polices itself, and the people within it hold each other accountable.”

• Redefine Blue Collar – Mikayel's education media company focused on reshaping the blue-collar industry.
• Patrick Bet-David and the Vault Conference – A leadership and business development conference.
• “The True Artifact” by Daniel DiPiaza – A book that offers creative and mind-expanding ideas from a different perspective.

Introduction to Mikayel Ter-Grigoryan and His Business Journey (0:03–0:47)
Rob introduces Mikayel, who shares his background, from working odd jobs to scaling multiple businesses, including lawn care, media, and meal kits.

From Banking to Lawn Mowers: Building Multiple Businesses (0:47–2:59)
Mikayel talks about how he transitioned from the corporate world to starting his first landscaping business and other ventures.

How the Pandemic Shifted Focus Back to Landscaping (2:59–4:08)
Mikayel explains how COVID-19 led him to refocus on the landscaping industry and rebuild his company with a new perspective.

Redefining Blue-Collar Culture (4:08–5:49)
Mikayel discusses the cultural shift he’s bringing to the blue-collar industry, focusing on leadership and breaking stigmas.

Breaking the Industry Stigma: A New Perspective on Landscaping (5:49–9:04)
The conversation explores common misconceptions about the landscaping industry and why it’s a long-term, rewarding career option.

Attracting and Retaining Talent in Today’s Marketplace (9:04–10:22)
Mikayel emphasizes the importance of appealing to new talent and competing in a global marketplace.

The Primary Growth Constraint in the Green Industry: Leadership Development (10:22–12:24)
The biggest barrier to growth in landscaping businesses is leadership development, and Mikayel shares strategies to overcome it.

Leadership’s Role in Shaping Culture and Growing the Business (12:24–15:01)
Mikayel explains how leaders must shape the culture of their company to empower employees and fuel growth.

Actionable Advice for Early-Stage Leaders (15:01–18:36)
Practical tips for leaders in the early stages of growing their business, including joining peer groups and focusing on leadership development.

Learning from Other Industries and Peer Groups (18:36–22:58)
The benefits of learning from other industries and being part of peer groups to bring new ideas and strategies to your business.

Scaling a Landscaping Business from Zero to 100 Employees (22:58–29:37)
Mikayel shares how he grew his company from a small operation to 100 employees in just four years by focusing on culture and leadership.

Creating a Self-Policing Company Culture (29:37–35:25)
Building a company culture that polices itself, where employees hold each other accountable and live by shared values.

Transforming Company Culture and Establishing Values (35:25–44:25)
The timeline and process of establishing company values and how to transform your company culture over time.

How to Connect with Mikayel and Leadership Masterminds (50:57 — End)
Mikayel shares how listeners can get in touch with him and participate in his leadership masterminds and retreats.

• Invest in Leadership Development: Focus on creating a leadership development program to drive growth, no matter your company’s size.
• Redefine Your Culture: Culture is the key to success in a people-driven industry. Build one where employees see landscaping as a long-term, rewarding career.
• Join Peer Groups: Surround yourself with leaders from inside and outside your industry to gain fresh perspectives and strategies.
• Be Intentional About Your Mission and Values: Spend time refining your company’s mission and values, and regularly review them with your team.
• Engage Your Team: Use retreats and workshops to align your team with company goals and ensure personal and professional growth.

"By structuring the business so I’m not needed day-to-day, I’ve empowered my employees to grow and thrive. It’s allowed me to focus on what I love doing, and let others take on what they’re great at."

• Belgard: Training for the design and project management team on paving stone installation.
• Provincial Landscape Associations: Mentioned as a key resource for learning from peers.
• Life Insurance Products: Discussed in terms of business planning and personal financial protection.

[00:00] Introduction
Rob introduces Matt Bell and the episode’s focus on his unique life and business experiences.

[01:25] Early Cancer Diagnosis and Its Impact on Business
Matt shares how a late-stage cancer diagnosis in his 20s impacted his view on life and business.

[02:31] Geller’s Design Build Landscape Overview
Matt provides an overview of his business, which focuses on high-end residential landscaping in Manitoba.

[04:50] How Cancer Shaped His Business Mindset
Matt discusses how living with cancer gave him a unique outlook on corporate structure, leadership, and empowering his team.

[08:24] Letting Go and Empowering Employees
Matt talks about the importance of structuring a business to operate independently of the owner.

[12:06] Growth Constraints in the Green Industry
Matt outlines how mindset and investing in people versus equipment can accelerate business growth.

[14:57] Scarcity vs. Abundance Mindset
How focusing on abundance and moving on quickly from failures has transformed his business.

[18:56] Investing in People Over Equipment
Matt emphasizes the value of investing in employees, providing training, and compensating them well.

[27:28] Financial Structuring and Corporate Planning
Practical advice on structuring a business for long-term success, including trust funds, insurance, and exit planning.

[33:54] Finding a Good Financial Planner
Tips for finding a financial planner who acts in the best interest of the business owner.

[37:00] Resources and Mentors for Learning
Matt highlights the importance of learning from local business owners and associations.
 

• Letting Go Empowers Growth: Structuring your business to operate without you not only ensures continuity but empowers employees to take ownership of their roles.
• Mindset Shift: Focus on abundance over scarcity. Don’t dwell on missed opportunities; instead, put your energy into future growth.
• Invest in People: Investing in employee training and fair compensation leads to long-term loyalty and improved business outcomes, even more than investing in equipment.
• Corporate Structuring: Setting up proper corporate structures early, such as family trusts and life insurance, can protect your business and family in the long run.
• Learn from Your Community: Valuable business lessons can often come from local business owners and mentors rather than big-name speakers or authors.

“You cannot grow your business without leveraging your team. Trusting people isn’t just a leadership trait, it’s a growth strategy.”

Books:

• Think and Grow Rich by Napoleon Hill
• The E-Myth by Michael Gerber
• Buy Back Your Time by Dan Martell
• Crucial Conversations by Joseph Grenny, Kerry Patterson, Ron McMillan, Al Switzler & Emily Gregory

Podcasts and Associations:

• Entrepreneurs' Organization
• Landscape industry networking groups and events

Introduction and Grant Harrison’s Background in the Green Industry (Start - 3:10):
Rob introduces Grant Harrison from Nextra Consulting, who shares his journey from working with local contractors to starting Nextra Consulting, helping landscaping businesses grow through HR, financial services, and coaching.

Primary Growth Constraints for Landscaping Entrepreneurs (3:10 - 4:11):
Grant outlines the three primary growth constraints that hold landscaping entrepreneurs back: their relationship with money, managing people, and time management.

Money Mindset and Overcoming Scarcity Thinking (4:11 - 6:25):
Grant discusses how many business owners struggle with a scarcity mindset around money, which can prevent growth, and shares tips on shifting to a more abundant mindset by surrounding yourself with the right people.

Changing Your Perspective on Money for Business Growth (6:25 - 9:02):
Rob and Grant talk about the importance of seeing money as a resource for growth and investing in your business rather than viewing spending as a negative.

Building a Strong Team and Avoiding Micromanagement (9:02 - 12:38):
Grant emphasizes the importance of trusting your team, avoiding micromanagement, and hiring people smarter than yourself to delegate tasks and scale your business effectively.

Promoting Leaders from Within vs. Hiring Externally (12:38 - 18:35):
Grant shares insights on promoting employees from within and the importance of proper training, leadership development, and balancing internal promotions with external hires for long-term business success.

Time Management for Landscaping Business Owners (18:35 - 30:10):
Grant explains how owners often become too busy and wear too many hats, leading to burnout. He discusses prioritizing high-impact tasks and controlling your calendar to focus on what truly matters in the business.

Setting Routines and Controlling Your Calendar (30:10 - 39:26):
Grant talks about the power of setting daily, weekly, and monthly routines, and how planning ahead helps business owners take control of their time and avoid overcommitting.

The Importance of Prioritizing Family Time and Personal Well-being (39:26 - 41:09):
Grant highlights the need to prioritize personal and family time, making sure entrepreneurs don’t sacrifice what matters most for the sake of their business.

Final Thoughts and Key Resources for Business Owners (41:09 - 45:03):
Grant recommends key resources like The E-Myth, Crucial Conversations, and Buy Back Your Time by Dan Martell for business owners looking to improve their operations and mindset. He encourages listeners to find a mentor or coach for support.

• Shift Your Money Mindset: Surround yourself with people who see money as a resource rather than a scarcity. This will help you view investments in your business, such as marketing, as growth opportunities rather than expenses.
• Delegate and Trust: Stop micromanaging. Hire people smarter than you in areas where you are not an expert, and trust them to handle those tasks.
• Focus on Impact: Identify which activities you, as a business owner, should prioritize based on your strengths and delegate the rest.
• Time Management: Control your calendar by blocking off time for the most important tasks and setting boundaries around less critical activities.
• Invest in Leadership Development: Clearly outline job descriptions, expectations, and provide proper training for leaders in your organization.

“Your job as a leader is to make your people successful. You have to figure out what's holding them back and work with them to help them succeed.”

• NALP (National Association of Landscape Professionals)
• National Collegiate Landscape Competition (NCLC): Annual event for landscape students to compete and connect with industry professionals.
• Skills USA: Partnership to engage high school students in the landscape industry.
• Roblox Game: Landscape Design Empire: A game aimed at engaging younger generations with landscape design.
• NALP Elevate Conference: A premier event for landscape industry professionals to learn and network.
• NALP Leaders Forum: A networking event for landscape business leaders to discuss key industry issues.

Introduction and Britt Wood’s Background at NALP (Start - 5:10):
Rob introduces Britt Wood, CEO of the National Association of Landscape Professionals (NALP), and Britt shares his experience in various industries and how he got involved with NALP.

The Importance of Involvement in Associations and Volunteering (5:10 - 7:30):
Britt discusses the value of volunteering in associations, sharing how the most successful people in the industry often volunteer and contribute to the growth of their peers.

Unique Characteristics of the Landscape Industry: Collaboration and Openness (7:30 - 12:00):
Rob and Britt talk about how the landscape industry stands out for its collaborative nature, with professionals being open to sharing ideas and helping one another grow.

The Biggest Growth Constraint: Labor Shortages in the Green Industry (12:00 - 16:00):
Britt explains how labor shortages are the biggest issue holding back growth in the landscape industry, emphasizing the need for more workers and retention efforts.

How NALP is Addressing the Labor Shortage Through Advocacy and Youth Engagement (16:00 - 20:15):
Britt highlights NALP’s efforts to address labor challenges, including their advocacy for the H-2B visa program and initiatives to attract young talent through programs like the National Collegiate Landscape Competition and Roblox.

Success Stories of Landscape Professionals Growing Through Association Involvement (30:00 - 40:15):
Britt shares examples of professionals who have significantly grown their businesses by being active members of NALP and leveraging the resources and networking opportunities.

Key Advice for Leaders: Building a Culture Where Employees Thrive (40:15 - 50:00):
Britt offers insights into how successful landscape companies build a strong culture that promotes employee retention and engagement, encouraging leaders to create environments they’d want to be part of.

NALP’s Elevate Conference and Leaders Forum: Opportunities for Networking and Leadership (50:00 - 58:00):
Discussion on the benefits of attending NALP’s Elevate Conference and Leaders Forum, which provide opportunities for networking, education, and business growth.

Final Takeaways on Getting Involved and Growing Your Business Through Associations (58:00 - End):
Britt and Rob close the episode by emphasizing the importance of industry involvement and association engagement for long-term business success.

1. Get Involved in Associations: Volunteering at both the state and national levels provides invaluable opportunities for networking, learning, and accelerating business growth.
2. Solve Labour Issues Through Advocacy: Addressing labour shortages requires advocacy on programs like H-2B, and efforts to attract younger generations through initiatives like the National Collegiate Landscape Competition and interactive platforms like Roblox.
3. Build a Strong Company Culture: Retention is as critical as recruitment. Create a work environment where employees want to stay by listening to their needs and ensuring they feel supported.
4. Leverage Industry Collaboration: The landscape industry is uniquely open and collaborative. Tap into this by seeking advice, sharing experiences, and learning from others in the field.
5. Attend Leadership Events: NALP's Elevate Conference and Leaders Forum are excellent opportunities for landscape leaders to learn, network, and grow.

“Confidence and mindset are the keys to unlocking business growth. When you surround yourself with the right people and trust your team, scaling becomes possible.”

• Die With Zero: Getting All You Can from Your Money and Your Life by Bill Perkins
• Become a Destination Company: A Road map to Attract, Motivate, and Retain Great Employees by Jeffrey Scott
• Jeffrey Scott Consulting

Introduction to Jeffrey Scott (Start - 00:41):

Rob introduces Jeffrey Scott, a leader in the green industry, discussing his deep experience as a consultant and coach, and his family roots in the landscaping and pool businesses.

The History of Glengate and Scott Pools (01:22 - 04:48):

Jeffrey shares the fascinating story of his family’s journey in the industry, from cesspool pumping to construction, and how Glengate was born through a family dispute over trademarks.

Transition from Family Business to Consulting (04:48 - 06:12):

Jeffrey recounts his decision to step away from the family business, starting his own consulting firm to serve the green industry, including peer groups and one-on-one coaching.

Changes in the Landscape Industry’s Professionalism (06:46 - 08:15):

Jeffrey reflects on the growth of professionalism in the landscaping industry, from tradespeople running businesses to finance graduates entering the field.

Key Growth Constraints for Entrepreneurs (09:46 - 11:32):

Jeffrey identifies confidence and mindset as the biggest challenges for entrepreneurs, explaining how self-belief and the ability to envision a 10x future are crucial for success.

The Importance of Surrounding Yourself with Great People (12:40 - 13:43):

Discussion on hiring the right people and trusting them to help grow the business, with a reminder to invest in talent rather than cut costs when recruiting.

Building a Destination Company (23:25 - 27:12):

Jeffrey introduces his concept of a “destination company” and how businesses can create environments that attract and retain top talent by fostering transparency and trust.

Mindset Shifts for Entrepreneurs (29:14 - 32:17):

Jeffrey advises entrepreneurs to step back from daily operations, empower their teams, and focus on long-term planning, even when uncertain about the future.

Breaking Growth Constraints (40:14 - 41:34):

Jeffrey discusses lead flow as a major growth constraint for many companies today and emphasizes the need for a diversified marketing approach to avoid over-reliance on a single channel.

Final Thoughts and Recommended Resources (42:06 - End):

Jeffrey wraps up the episode by recommending Die with Zero by Bill Perkins, and invites listeners to explore his consulting and peer groups for more in-depth guidance.

1. Focus on Mindset: The most significant constraint is often the entrepreneur’s confidence and vision. Aim to see the potential for 10x growth.

2. Surround Yourself with Talent: Hiring the right people and trusting them will help scale your business. Don’t be cheap when recruiting.

3. Become a Destination Company: Build a culture of transparency and trust where employees can grow and give feedback openly.

4. Diversify Your Marketing: Avoid depending on a single channel for leads. A broad approach will keep lead flow consistent.

5. Long-Term Planning is Essential: Even in uncertain times, plan for the next three to five years. You can always adjust as you go.

“Success begins and ends with people. If you focus on building relationships and influencing others, everything else falls into place.”

Resources Mentioned in This Episode:

• How to Win Friends and Influence People by Dale Carnegie
•  The Grow Group Inc. (Marty Grunder’s coaching business)

Introduction to Marty Grunder (Start - 00:46):

Rob introduces Marty Grunder and his unique perspective as both a landscaper and a coach in the industry, highlighting Marty’s experience with running Grunder Landscaping for 30+ years.

Growth Journey and Business Evolution (00:46 - 02:19):

Marty talks about starting Grunder Landscaping 40 years ago, growing the company to $14 million in annual revenue, and the mindset shifts required for that growth.

The Role of Snow Services and Business Profitability (02:19 - 03:36):

Discussion on how Marty incorporated snow removal into his business, creating a stable financial foundation through the winter months.

Family Life and Work-Life Balance (03:36 - 06:10):

Marty reflects on different stages of life, from raising children to becoming a grandparent, and how family drives his business success.

Biggest Growth Constraints in the Green Industry (06:10 - 08:01):

Marty identifies sales as the primary growth constraint for landscaping businesses today, particularly in the post-COVID world.

Sales Training and Role-Playing (08:01 - 14:15):

Marty discusses the importance of sales training and role-playing in the landscaping industry and how this practice can significantly improve team performance.

Trust and Delegation for Business Growth (14:15 - 22:30):

Marty explains how learning to trust his team and delegating more responsibilities helped his business grow. He shares his personal journey of letting go of perfectionism.

Developing Leadership Skills Through Sales (22:30 - 29:08):

Marty talks about how sales training can lead to better leadership skills and how business owners can start letting go to focus on what they do best.

Business Development and Networking (29:08 - 34:19):

Marty explains his shift toward focusing on business development, leveraging relationships, and the importance of spending time on activities that directly drive growth.

Letting Go and Trusting the Team (34:19 - 37:55):

How Marty completely stepped away from day-to-day operations for nine months, allowing his team to take ownership and develop their skills, which led to significant growth for the company.

Final Thoughts and Recommended Resources (37:55 - End):

Marty recommends Dale Carnegie’s How to Win Friends and Influence People as an essential resource for building relationships and succeeding in business.

Actionable Key Takeaways:

1. Trust Your Team: Learn to delegate and trust your employees. Giving them responsibility not only helps the business grow but also fosters their development.

2. Invest in Sales Training: Professional sales training and role-playing are critical to improving your team’s ability to close deals and handle challenging client situations.

3. Focus on Business Development: Entrepreneurs should prioritize their strengths, such as networking and business development, rather than micromanaging daily tasks.

4. Let Go of Perfectionism: Scaling a business requires letting go of control and allowing others to grow into their roles, even if mistakes are made along the way.

5. Sales and Leadership Go Hand in Hand: Improving your sales process also enhances leadership skills, as both require clear communication, trust, and emotional intelligence.

• Introduction to Linda Reindl and the Florida Nursery Growers and Landscape Association (00:00 - 01:22): Linda shares her journey from marketing professional to a key figure in the green industry, overseeing education and scholarship programs.
• Trends and Changes in Industry Education (01:22 - 02:37): Discussion on how the needs of green industry entrepreneurs have evolved, especially in terms of professional training and industry certifications.
• Industry Collaboration and Information Sharing (02:37 - 04:32): Insights into the landscape industry’s culture of openness and mutual support among professionals across North America.
• Addressing Key Challenges: Labor and Marketing (04:32 - 06:37): Linda identifies labor and marketing as the primary challenges facing the industry, emphasizing the need for improved recruitment and brand differentiation.
• The Role of Professional Development in Industry Growth (06:37 - 09:58): The importance of ongoing training and certification for career advancement in landscaping.
• FNGLA’s Certification Programs and Their Impact (10:37 - 14:40): Detailed discussion on the variety of certification programs offered by FNGLA to enhance industry standards.
• Marketing Strategies for Landscapers (17:23 - 19:50): Strategies for improving visibility and customer engagement through effective marketing and community involvement.
• Resource Sharing and Professional Networking (26:01 - 28:13): The benefits of community projects and professional networks in fostering industry growth.

In this episode of the IM Landscape Growth podcast, host Rob Murray talks with Andrew Gross of the Mariani Premier group about his transition from major consumer brands to landscaping, focusing on overcoming growth constraints in the green industry and the importance of strategic marketing and brand management.

• Introduction to Andrew Gross and his background (00:42 - 03:40): Andrew shares his journey from working at Unilever and Serta to joining the landscaping industry, highlighting key career transitions and his reasons for moving towards more entrepreneurial ventures.
• Discussion on growth constraints in the green industry (05:00 - 11:13): Insights on what holds entrepreneurs back, focusing on the importance of strategic planning, and how to overcome common pitfalls in business growth.
• Strategic planning and marketing tips (11:13 - 20:21): Detailed advice on how to create a functional and effective business plan that aligns with marketing efforts and overall business goals.
• The role of Mariani Premier group in elevating industry standards (38:29 - 45:57): Andrew discusses the objectives of the Mariani Premier group in professionalizing the landscaping industry and providing a supportive platform for local businesses.

• Introduction and Background of Weston Zimmerman (00:41 - 03:06): Weston discusses his early experiences at Tussie Landscaping and the inefficiencies that led to founding Synced Up.
• Challenges in Landscaping Operations (03:06 - 05:02): Exploration of operational challenges and the need for integrated systems.
• Primary Growth Constraints in Landscaping (05:02 - 06:13): Weston identifies mindset shifts necessary for growth from craftsman to business owner.
• Transitioning from Owner Operator to Business Owner (06:13 - 10:49): Detailed discussion on the importance of systemizing estimating and job costing.
• Implementing Systems and Processes (10:49 - 17:15): Weston shares practical steps for landscapers to transition from manual processes to automated systems, ensuring accurate costing and efficiency.
• Benefits of Synced Up Platform (17:15 - 30:00): Detailed breakdown of how Synced Up helps landscapers manage operations, from job costing to employee management.
• Future of Landscaping Business Management (30:00 - 35:34): Vision for future integrations and enhancements in landscaping business practices.

Episode Notes

Introduction (00:00 - 00:25): Introduction of Alan White, President and CEO of Turf Systems, and his roles in various landscaping and environmental organizations.

Alan's Career and Philosophy (00:25 - 04:11): Alan shares his journey from starting a landscape management company focused on nutrient and pest control to becoming a leader in environmental discussions, emphasizing the importance of plant health and sustainable practices in urban areas.

Addressing Industry Challenges (04:11 - 06:14): Discussion on labor as a recurring challenge in the landscape industry and how it presents an opportunity for growth and innovation, particularly in attracting a purpose-driven younger workforce.

Impact of Landscaping on Urban Well-being (06:14 - 10:59): Insights into the significant role of landscaping in improving air quality and mitigating urban heat, positioning it as crucial for the health of city dwellers.

Entrepreneurial Opportunities in Landscaping (10:59 - 23:44): Advice for entrepreneurs on leveraging the functional benefits of landscaping to enhance business growth and contribute positively to urban environments.

Educational Resources and Industry Trends (23:44 - End): Alan discusses the importance of continuous learning, staying updated with industry trends, and engaging with professional associations to remain at the forefront of the landscape industry.