“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.”

Resources Mentioned in This Episode

• 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.

Topics Discussed:

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.

Actionable Key Takeaways:

• 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.