In this episode of Marketing Without Rules, host Lewis Vandervalk welcomes Chris Scoville, founder and CEO of Improvifi, to break down what they’d do to launch a home service business from scratch. 

Using a fictional brand called “Generator King”, Lewis and Chris brainstorm creative marketing strategies, branding tactics and referral-based growth plans that any local service business owner can use. 

They discuss the importance of standing out in a saturated market, the power of partnerships and physical branding, and how to build a referral flywheel that attracts long-term customers. 

From custom-wrapped porta-potties to co-branded trucks and authentic relationship-building, this episode delivers real-world advice with a creative twist, perfect for any trades-based entrepreneur looking to grow smarter and faster.

00:00 Introduction and Guest Welcome

00:35 Chris Scoville’s Background and Business Growth

02:59 Building a Team with Purpose

04:52 Scaling and Overcoming Challenges

08:26 Creating the “Generator King” Blueprint

28:02 Referral Strategies and Networking

31:13 Colorful Dumpsters and Porta-Potties

32:20 Branding and Partnerships in Dumpster Rentals

34:21 The Importance of Differentiation in Marketing

37:12 How to Build a Brand That Gets Noticed

49:11 Final Thoughts and Where to Find Us

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