Smart Cleaning School

 In a recent Solo Elite Membership Call, the conversation focused on commercial cleaning. I made one statement about the price per hour decreasing with increasing building size. This does not compute to the Solo Optimizer’s mindset. Why would you charge less as it gets bigger? You would lose a lot of profit. 

This is absolutely true through the lens of the Solo Optimizer’s Mindset where success is measured by the best trade of profit you can  make for the time you decide to leave your family each day. In the ISO Model Course, this metric is called the Workday Value (WDV). With the Solo Optimizer’s Mindset of trading, there is no way a solo could charge less per hour for a larger building. Larger janitorial companies will come in at half the price and win every time. Solos cannot compete. This is why I heavily endorse a solo’s commercial niche to be under 10,000 square foot buildings. 

The Scaling or Entrepreneur’s Mindset is totally different. They are not trading their personal time. They have built reproducible systems through a team of employees. Therefore, they are selling manhours like the electric company sells kilowatt hours. In the scaling mindset, they are willing to drop the hourly cost of manhours to get larger buildings. This earns them a lot more volume and ultimately, a lot more profit. 

I shared in this clip that the Solo Optimizer can max out at $100- $150 per hour cleaning by themselves. This is amazing. It’s what I did and it’s what I teach in the ISO Model and the Solo Elite Membership. There is tremendous freedom possible in this career path with the Solo Optimizer’s Mindset. Just realize that there is another level beyond this that you can only accomplish through duplication. J. Paul Getty is famous for this quote.

“Would you rather have 100% of the effort off of you or 1% of the effort off of 100 people?” This is the central question between these two mindsets. The Solo Optimizer will maximize the 100% off the 1, while the Scaling Mindset seeks to maximize the number of 1% checks. You can earn a level of freedom as an Entrepreneur far beyond the freedom of the Solo Optimizer. It’s a matter of choice.

The end of this mindset and the question of which final career path to choose lies at the end of the Solo Elite Roadmap. Optimize first to freedom. Then you can either STAY, SELL, or SCALE to obtain further freedom. That’s why we do this membership.

I want to formally invite you to join the Solo Elite Membership. What is it? It's the only system for solo cleaners to optimize your solo cleaning business to earn six figures without the drama of employees! Or if you want to earn full time income through part time cleaning without employees. Make sure to check out all 3 ways to access the ISO Model and Solo Elite with prices ranging from $57 to $197/month at smartcleaningschool.com. 

This episode is a follow up to "The Messy Middle" There was a place in between your initial goal to start your cleaning business and the place that you defined as success where things got messy. It got really hard to stay motivated. You weren't sure if you made the right decision. Your doubts and fears and condemnation crept in to try to steal your dream. This is the messy middle. I shared this truth about setting big goals and starting something new. "It always gets messier after you start!" I want to turn your attention to another destructive habit that can steal your dream. It's called anger. This will not apply to many of you, but for the ones that it does, please listen. I have personally listened to a lot of podcasts and many on cleaning and entrepreneurship. I have never heard one on anger.

I was in the Messy Middle in our first New York solo cleaning business from 2007 - 2015 and from 2019 - 2020 in our second Pennsylvania solo business. I know what that feels like. If you've never heard me speak or share my story before, here's the nutshell. It took me a long time to develop my ISO Model for solo cleaners. In fact, it was the 8 years in the Messy New York Middle that I figured most of it out. This ISO Model allowed me to duplicate our first solo business in a fraction of the time. I want to dive into my 8 years in the valley, the mess, the pit. I was working so hard, going where ever I had to go to clean and make money. I was cleaning around the clock on many days. I injured myself by tearing tendons, meniscus, and even contracted Lyme Disease. I was often tired. I was often filled with doubt. I was often sad. And I was often very angry. Thankfully, I was walking with Jesus through this time to help me keep my peace. But even I'm no where close to perfect. I would lose my cool and freak out. I'd be late leaving the house and miss my shower. I'd have a foot of snow and ice on my car at 7am and 5 below. I'd get stuck in morning rush hour traffic and be even later to my first house. I'd trudge through the snow into the house. I'd bump into a piece of furniture with my cleaning gear or smack my knee or hip against a sharp wooden door or railing. I'd set down my gear and spill it all over the customer's floor because the duffle bad was torn from use in 3 places. I'd be vacuuming and suck up a carpet fiber that wrapped around the beater bar until the vacuum seized. I'd suck up a penny and seize it too. I'd crack my head on the shower metal or on a low doorway. I'd turn on the shower while cleaning and get soaked in the middle of winter. I'd break something in a house by accident. I'd be cleaning with spray bottles in each pant pocket when one would unscrew and dump a whole 32-oz bottle of cleaner on the customer's floor. All of these things seemed to happen to me when I was already struggling and mad. They would take me from mad to angry and many time angry to wrathful. I would literally leave the house and start screaming outside. I may even take my seized vacuum piece and either smash it on the ground or toss it in the bushes. Yes, it's dumb, but haven't you ever been angry?! It's irrational. I'm irrational when it happens. I would waste time, lose money, and lose belief that I was doing the right thing. Meanwhile, my friends from high school and college were all growing in their jobs, buying nice cars, having kids, buying them nice things, and living in nice houses. And we were driving old beaters and living in rented houses. I'd question myself all the time. I was angry again and again and again. Over the years, I learned my triggers and managed my emotions better. It wasn't easy, but I did it.


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 In my "January 2022 Freedom Update with Coach Josh", I inferred that we qualified for the trip to Florida that we booked after "A New Freedom Vision". I had just onboarded my fifth and final cleaner to cover our tenth and final building. The other 4 C3 Team Members were all doing well and Florida was inevitable. We had fought hard for several months and especially over the past 60 days to make this dream a reality. However, there was still 10 days to go...

 We were due to leave for Florida on Sunday, February 6th at 4am. Let's go back to Sunday, January 23rd. I met the newest C3 Team Member at our biggest client to start training. Our van wasn't acting right either, so I knew it would need a drop at the shop to make sure it was okay for our big trip. The day of training went outstanding. I'm keeping the team member's name anonymous, but they were performing extremely well. I felt confident that I could train this Sunday and the next to get the excellence score over 8 so we could leave for Florida. After 7 hours and no lunch break, I asked if they were hungry. I had asked before and felt bad. I offered to go get food. They decided to take a 30 minute break to grab food, return, and finish the training job. "I'll be back. I promise." That was a weird thing to say. I was sitting in the waiting room of this vet hospital doing some work on my laptop. 15 minutes. 30 minutes. 35 minutes. Nothing. I started to wonder. A text came in at 40 minutes. "I had to take care of an emergency. Thank you for training me, but this job isn't going to work for me." My heart sank. I just sat there. I had been working around the clock since Christmas onboarding  5 new customers, ordering supplies, stocking offices, building out my systems in Swept, hiring & training 5 C3 Team Members. I was managing multiple cleaners at multiple sites at the same time all month. I cleaned houses during the week and offices nights and weekends. Just 45 minutes prior I was so thankful to reach the end of our massive goal to delegate our 10 buildings through 5 trained team members. I was ready to finish this vet, go home, and tell the family we were definitely going to Florida. But now my heart sank into the couch I was sitting. I literally didn't know what to do, but I had a choice in that moment. I could be positive and solution-oriented or I could be negative and accept defeat. I called my wife and shared exactly what happened. We prayed together. She said the obvious. "Well, you better get cleaning so you can come home." I then proceeded to clean the remaining parts of the hospital with my wife on the phone. We talked through everything and made a proclamation. We would not rest until this goal was achieved. We were not going to be denied. We would evaluate our calendar and literally clear everything that wasn't an absolute priority for our family at that time. I got home and told the kids. They got behind mom and dad as well. We prayed as a family.


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 I was listening to the Tim Ferriss Podcast recently as he interviewed the one and only Seth Godin. Between comments, Tim uttered the metaphor of the duck does all of its work under the surface. I literally had to pause the episode and write out this one! In my last episode, Mission 20/20 Accomplished, I painted a picture of team cleaning companies growing through insurmountable odds and I shared my success in 2020. I don't want anyone to think that we had it easy or growing our cleaning businesses come easy to us. Let's learn from the duck and then come back with the goal of encouraging you and giving you truth!

 The duck appears to always be in control as it glides across the water. It is cool, calm, and collect without a care in the world. Yet, it gets to where it's trying to go. It does change direction and sometimes glides in circles, but it always gets to where it's trying to go. It's easy to see the duck from the side of the lake and say. "Why can't my life be as easy as the duck? They just find the pond or lake that suits them and simply glide across the surface, stick their head under water for a bite to eat, and chill!" Or what if you're thinking this. "I'm watching and listening to Ken build his second solo cleaning business and it seems like he's a duck. He just magically with total calm gets to his destination. He tripled his profits in 2020 during a pandemic. I guess Ken is just a duck!"

You were sitting on the side of the pond looking across the water at the duck. It does look easy from that perspective. My son recently bought the GoPro camera and he can stick it under water and capture incredible video. If your lens is looking at the duck, you see what you see. But if you take a GoPro and point it under the water at the same duck, you will see a different image. You won't recognize the duck. It is far from cool, calm, and collect. You see a duck's bottom and a flurry of webbed feet. That creature looks like he is fighting for his life. His legs are kicking and paddling like crazy. Sometimes the leg paddles forward, sometimes backward, and sometimes stops. But most the time it's swirling and kicking and paddling like crazy. If your perspective of the duck was from the GoPro lens, you would think that life is so hard for the duck. How can ducks  even survive at all!? How will he ever get to where he's going?

The lens from the side of the pond is the lens that others see you from, while the lens underwater is the one that you see you through. It goes back to the episode I did on "The Four Windows". The lens from the side of the pond is the first window and the underwater lens is the second window. Let's bring this back to my business growth success in 2020. You've been listening to my podcast and watching me from the side of the pond. I've tried to be vulnerable and transparent so you could get a look from underwater, but it's hard. I am living it and I know just how hard I've been kicking this year. Nothing has come easy. My little webbed feet have been fluttering away for 10 months, many times having no idea which way my legs were taking me. I relied on my faith and worked like it was up to me and prayed like it was up to God. I've been in mastermind and coaching environments where I've been beaten and bruised. My webbed feet have hurt all along the way, yet you've seen me glide from $30,000 to $80,000 in revenue in 10 months of a pandemic, riots, wild fires, political unrest, family issues, illness, and deaths in the family. Are you starting to see yet?


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 When I was 13, I got a job with the Movie Exchange. It was the company owned bye buy step-grandparents Monty and Shelly Tibbitts, whom I've talked about in prior episodes. They were the only entrepreneurs in my teen years, but I never had the courage to ask them real questions on business mindset. I wish that I had! However, I did learn a ton from them by watching the way the they lived and the way others treated them. First of all, they had money! There were always two Jags in the driveway. They owned a private plane, a boat, a beach house, wave runners. Secondly, they had beautiful decor and they entertained first rate. Check out "Eat with your Eyes First". The Tibbitts' were all about serving and mingling family with business. They made their business deals and built relationships with employees and their families at the dinner table in their home. Their imprint is definitely on me as an adult entrepreneur. I just didn't recognize it until Pop-Pop Monty passed away a few years ago.

 I worked for the Movie Exchange for 2 summers. In this podcast, I'd like to share a fun story about swatting flies that connects deeply to how solo cleaners speed up their cleaning. This episode will be a great companion to "Optimizing is More Mental than Physical". During one of these summers, Grandma Shelly sent me into an unused, overflow office area. During the 90's, the Movie Exchange was rapidly growing a pre-viewed VHS division. They would sell acquire grocery store real estate sell these movies for under $10 and they sold very well. The movies had to be inspected, shrink-wrapped, price labeled, and distributed to their display cases in various outlets. In fact, my step-dad Paul was a lead salesman for this division of his parent's business. As a side note, I got to work in the shrink-wrap & labeling side the summer after this story takes place. Now that you understand the business model a little more, Grandma Shelly took me out to the empty office areas and showed me a full room of movie jackets (covers). She wanted me to organize these movie jackets alphabetically, so that they could easily match the VHS movies from the warehouse to the correct jacket faster. This work felt like busy work; a way to teach a teenager humility and work ethic. But no... I confirmed with Grandma Shellie recently and she assured me this was an important step in the process in 1990. She showed me where the box cutters, tape, and empty boxes were located and told me to stop by her office with any questions. That's all of the direction she gave me!

I remember this job distinctly 30 years later. There was a large central room approximately 40 feet by 30 feet and few side rooms. One of those side rooms was empty and the other was stocked floor to ceiling with movie jacket boxes. In 1990, I was a HUGE Beatles fan and was already wearing out the cassette tape of the Beatles Greatest Hits 1962-1966 on my Sony Walkman. I was ready to play this over-and-over while sorting through boxes all day... and I did! The Movie Exchange was paying me minimum wage of $3.85 per hour. I worked through July and August for 5 hours per day. It was awesome earning that biweekly paycheck as a teenager.


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 I used to get nasty poison ivy as a kid. It would bubble up and itch like crazy. The worst case I ever got was on my face. My eyes were puffed nearly shut in the heat and humidity of July. It was torture. Thankfully, the doctor gave me a steroid to help heal it. You get the point. Now my son gets it bad. Last summer, he attended a survival action camp for Royal Rangers and in that camp learned something amazing. Jewelweed is a natural remedy for the poison ivy infection. The best part is that God placed the Jewelweed next to the Poison Ivy! The cure was with the poison. This is amazing and frustrating at the same time, as I never knew this and had to endure harsh Poison Ivy every summer. 

Napoleon Hill says this in "Think and Grow Rich". "Every adversity has with it the seed of an equal or greater benefit." The Poison Ivy is the adversity and the Jewelweed is the seed of an equal of greater benefit. COVID-19 has been the most recent and impactful adversity. What seeds have you discovered of equal of greater benefit? I've shared mine several times. I dug into the science on how to kill Coronavirus and in that research, I built my "9 Mistakes in Disinfecting" presentation to serve my community. This has already lead to cleaning business growth and actual dollars, many of which are recurring profits!

 I've been in the cleaning business for 17 years. I was a solo cleaner for 15 of those 17 years. As I was first exploring the cleaning groups in 2016, I got the impression that solo was viewed as "so low". We are just trunk slammers that buy our cleaning supplies at Walmart and advertise our services on the laundry mat tack board. We are amateurs without any real knowledge of how to run a business. In fact, we aren't real businesses at all. We have cleaning jobs and yet we say that we own a company. A solo cleaner is thus a lowly title to many. If this is you, you're not alone. There are over 50,000 new cleaning companies entering the industry each year right now. In all likelihood, probably 40,000 or 80% are new solos. There are definitely companies that start with the intention to build teams from the onset as well. My point is that we are an army and for the most part feel like we're alone and the minority. We really feel like we're below the other companies. We are SO LOW cleaners. Do you relate? I know you do because I surveyed over 100 solo cleaners in 2019. I found the top struggles then to be #1 lack of money & time, #2 loneliness, and #3 feeling so low.

This was tough for me too. I was a highly educated mechanical engineer and part of the corporate leadership team at one of the biggest companies in the world from 2000-2005. I seemed to have it all from the outside. But I wasn't happy. I felt so low there. This caused mild depression and ultimately lead us to start our first side-gig businesses. A few years later, I was fired from my engineering job and fought each day to put scraps on the table and drops in the gas tank to survive through a new job of cleaning houses for a profession. I was embarrassed. I felt so low and I was. My friends from high school and college were buying houses and I was barely able to afford rent. My friends were becoming managers in their companies and I was cleaning toilets. I even ran into old work colleagues looking for house cleaners. I felt so low. Why would I go through this? Why would I sacrifice the prestige of the corporate life for the so low life?

The answer is simple. I wanted freedom. If you're listening to this podcast and you feel like I did. You have a really good job by the world standards. Your family is proud of you, just like my grandparents and parents would brag about their son and grandson working for GE in his big time job. But if you're also like me with all of that status and accomplishment you feel trapped. You don't know what you want to do, but it's not what you're doing now. That was me. I never knew I would ever in a million years end up in the cleaning industry. But I did. I went from an engineer to a solo cleaner. There wasn't a lot of money in the solo cleaning business in the beginning. I tried to go back to my engineering degree a couple times with no success. Even though my income was about half as much as my corporate job, I had something I didn't have before. Choices. My children were young and I didn't have to go to work at 8:00, 5 days a week, bring my laptop home and do more at home. I didn't have to think about the job on nights and weekends. I didn't have to ask for time off. I called the shots. I made my own choices as to when I wanted to work and which jobs I wanted to take. I traded income and status for a small dose of freedom. Was it really so low? Not at all. As I started gaining more choices and freedom and income, I started feeling more hope and excitement on the potential of this solo business that wasn't so low anymore. I stopped caring what others in my family thought of what I was doing for income after nearly completing a masters degree in mechanical engineering.


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 Throughout my life and career, I have often wondered what causes some to emerge victorious no matter the scenario. It's easy to win when the conditions for winning are easy. In contrast, it's easy to quit when the conditions to quit are easy. What is the ingredient in the human character that causes someone to win when the conditions to quit are easy? What causes someone to persevere when it makes no sense? What causes a man or woman to strive a little longer when every adversity is against them? The answer is a key to success that few possess. It's called grit.

 Webster defines grit as follows: "firmness of mind or spirit : unyielding courage in the face of hardship or danger "
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Growing a cleaning company to any level of success is hard. You will face obstacles, hardship, and who knows... danger. Will you develop the grit you will need to survive and thrive? That's up to you. You may ask....what could come against me growing a cleaning company? The answers are endless. The biggest obstacle is other people. People will try to steal your dream. They will tell you that it won't work. Why would you waste your college education? They will criticize you. The hardest part is that they will likely be the people closest to you. Will you survive this onslaught? You will get rejected by potential customers... a lot. Can you handle that? You will work so hard to serve clients for months and even years and they will cancel service with no warning. How will you handle that? What if you lose your biggest client as we just did this week? Will you fold it up and quit? If you ever hire employees, oh my! There are so many obstacles there.

My Pop-Pop used to say when I was a kid. "Kenny, are you a winner?" I'd respond. "Yes, Pop-Pop." He'd simple say. "Good. Winners never quit and quitters never win." I heard this enough and actually believed him. I was programmed with grit as boy. Others were programmed the opposite way. "You'll never win. You can't do it, why even try. No one in our family ever makes it." My Pop-Pop helped me develop a winner's mindset early on.

There is a profound difference in a winner's mindset and a loser's mindset. Before I explain the difference, let me ask you a question. Where does failure belong? Is it part of winning or losing? This is definitely a trick question. It's both. Failure is neutral. You will fail at many things you try. The best hitters in baseball fail 70% of the time. You will encounter failure. The person with a winner's mindset will embrace the failure, learn from it, grow forward, and keep going until they reach success. The person with a loser's mindset will quit when failure strikes... and it will.   What is the opposite of winning? It's not failing or losing. It's quitting. Once you quit, you lose the opportunity to win. Someone losing and not quitting has the potential to turn it around to win. Failure is not fatal unless it's final. That's the impact of quitting. It's what my Pop-Pop taught me years ago and I'm so grateful.

I make it sound easy. It's not easy to be losing and failing again and again. It's not easy to lose loved ones, lose property, overcome addiction or abuse. I firmly believe that anyone can overcome anything if they had enough grit. Think of something gritty like sandpaper. What does it do? It smoothes the object rubbed against it. When we become gritty, we too can smooth circumstances around us.

How do you develop grit? Can you read about it and just do it?  To be honest, I don't know for sure. But I do know this. You have to start somewhere. Overcome a hardship once and you will add grit to your character. Each hardship you embrace and overcome will add another layer.


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 There are thousands of solo cleaners in the free cleaning groups. They all want to grow. Yet, many are not succeeding. Why is that? I believe it comes down to one word: Mindset. Too many are looking for the easy way or the short-term fix. But that's not how the successful, succeed. What does it take? I'm glad I asked!

 Last month, I taught a short lesson to the Solo Elite Membership to highlight these success principles. I called the lesson, "Membership Mindset".  Regardless of where you are in your business, I want to encourage you to listen to this with an open mind.

Listen to the "4 Characteristics of Coachability", which are humility, curiosity, proper growth mindset, and taking action. How do you stack up? Then, listen to the "4 Fundamentals of the ISO Model" which are knowing your numbers, mindset, strategy, and people skills. Again, how do you stack up? Enjoy this lesson!

I want to formally invite you to join the Solo Elite Membership. What is it? It's the only system for solo cleaners to optimize your solo cleaning business to earn six figures  without the drama of employees! Or if you want to earn full time income through part time cleaning without employees. Get access to this game-changing training for only $97 per month or $997 per year in the Solo Elite Membership at smartcleaningschool.com. Members get access to the full ISO Model Course to optimize your solo business, live Q&A community calls, access to the Solo Elite Community, bonus podcast content, access to private coaching and more! 

In this part 5 episode, I sum up the cost and value concepts with an excerpt from the Solo Elite Membership. It's a clip from a membership call that allows you understand the mindset needed to price effectively.

I want to invite you to join the Solo Elite Membership. What is it? It's the only system for solo cleaners to optimize your solo cleaning business to earn six figures  without the drama of employees! Or if you want to earn full time income through part time cleaning without employees. Get access to this game-changing training for only $97 per month or $997 per year in the Solo Elite Membership at smartcleaningschool.com. Members get access to the full ISO Model Course to optimize your solo business, live Q&A community calls, access to the Solo Elite Community, bonus podcast content, access to private coaching and more!