He’s the Wizard of Ads, and he’s rewriting how you think about marketing.

In this episode of The Wizard of Ads, Roy H. Williams joins Todd Liles for Part One of a two-part masterclass on branding, belief, and building businesses that actually stand for something.

Roy isn’t talking fluff...he’s sharing the frameworks behind some of the most iconic campaigns in home services. From Morris-Jenkins to Eco Plumbers, every ad he creates starts with one mission: find the truth, make it human, and make it stick.

You’ll hear about Roy’s “Character Diamond” framework (used in every ad he writes), how he helps owners uncover the story hiding in plain sight, and why boring brands always fail—no matter how big their budget.

This is branding at its most real, raw, and resonant.

-Why belief comes before results—and how to borrow it when you need to -How to turn a company into a brand people root for -What makes stories powerful (and why you can’t fake them) -Why logos don’t matter—but character does -The truth about Roy’s favorite cheat code: human contradiction

If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy.

Resources & Links:

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/mindset

Ellen Rohr thought she was crushing it—until she hit a wall. Her business was in financial trouble. Her marriage was on the edge. And the truth was, she couldn’t even read her own P&L.

In this episode of The $100 Million Mindset, Ellen shares the raw, unfiltered story of how she turned things around—starting with one bold decision: learning the numbers.

You'll hear exactly how she went from survival mode to scaling a $40M legacy business—and how you can do the same.

Whether you're a contractor, entrepreneur, or service business owner, this is a must-watch episode on financial leadership, business clarity, and scaling with confidence.

• The top financial mistakes business owners make

• How “napkin math” can save your business

• What to do when your team (or spouse) doesn’t trust you

• Why knowing just a few numbers changes everything

• How to lead with clarity—even under pressure

If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy.

Resources & Links:

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/mindset

What does it really take to go from sweeping floors to leading a $100 million business?

In this episode of The $100 Million Mindset, Todd Liles and Alan O’Neill sit down with Jonathan Bancroft, Wrench Group Regional CEO and author of Mr. Jenkins Told Me, to unpack the transformation behind the title. Jonathan’s story is one of grit, mentorship, and character—how a $9/hour apprentice became a servant-hearted CEO by living out timeless leadership principles.

Whether you're trying to build a legacy business or develop future leaders, this episode delivers the mindset shift needed to lead with humility, scale with integrity, and stay grounded while growing big.

-Rise through the ranks without shortcuts -Build leadership through mentorship and repetition -Develop a performance culture that actually sticks -Lead people by values—not ego -Celebrate wins in ways that multiply momentum -Create loyalty through handwritten moments and human connection

• Mr. Jenkins Told Me by Jonathan Bancroft

• Morris-Jenkins Home Services

• Scaling Up by Verne Harnish

If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy.

Resources & Links:

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/mindset

The unlikely path from teenage janitor to powerhouse CEO and fitness leader.

In this episode of The $100 Million Mindset, Todd Liles and Alan O’Neill sit down with Lynn Tomasek, CEO of Brothers Plumbing, Heating & Electric. Lynn’s story is one of grit, discipline, and heart. From cleaning bathrooms at 13 to running a $25M+ home service company, she’s proof that leadership isn’t about title—it’s about tenacity.

They unpack how fitness rebuilt her confidence, why perfectionism was holding her back, and how slowing down helped her scale up—with the right people in the right seats.

-Build trust and leadership credibility through experience—not just authority -Use tools like Culture Index to hire for values and role fit -Turn physical discipline into mental resilience and business clarity -Let go of perfectionism and lead with authenticity -Leave a legacy that goes beyond revenue

• The Culture Index for hiring and team alignment

• The 12 Week Year framework for focus and execution

• The Miracle Morning and fitness as leadership fuel

• Overcoming perfectionism and people-pleasing

• Why small wins in fitness build massive momentum in business

If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy.

Resources & Links:

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/mindset

It’s every owner’s nightmare: your highest-producing tech is also the one creating the most chaos.

In this episode of The $100 Million Mindset, Todd Liles and Alan O’Neill sit down with Steve Egner of Steve’s Plumbing to unpack one of the hardest leadership calls you’ll ever face—firing your top performer for the sake of your team and culture.

What followed was a total rebuild, a new hiring philosophy, and a business stronger than ever. This episode is a roadmap for owners navigating team dysfunction, culture clashes, and the cost of misaligned talent.

You’ll learn how to:

-Fire for values, not just performance -Rebuild your company culture from the ground up -Use systems and inspections to raise standards -Develop apprentices instead of hiring egos -Lead your company without staying in the truck -Scale through clarity, accountability, and grit

Mentioned in this episode:

• The firing that protected the long-term culture

• Mandatory inspections and high-accountability systems

• The Culture Index and values-based hiring

• Steve’s story of near financial collapse—and total rebuild

• Apprenticeship that builds people, not just skill

• Leadership transitions and stepping out of the truck

If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy.

Resources & Links:

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/mindset

Aaron Hagan almost lost everything—his business, health, and family. In this episode of The $100 Million Mindset, Todd Liles sits down with Aaron to unpack how a challenging conversation at home sparked a total transformation in how he led his people, built systems, and scaled the company.

From near-bankruptcy to launching high-performing locations across multiple cities, Aaron’s story proves that true growth only happens when you stop trying to do it all yourself.

This episode is about grit, humility, faith, and the power of leading with vulnerability.

You’ll learn how to:

-Scale your business by empowering leaders, not just building systems -Let go of control without losing standards -Recognize when competition is killing your culture -Recover from failure—and use it to lead better -Build with purpose, integrity, and faith -Train your next generation of operators and leaders

Mentioned in this episode:

• The family conversation that changed Aaron’s leadership forever

• The cost of toxic competition and the shift to core values

• Systems vs. people: what really scales a company

• Why faith became Aaron’s anchor in leadership

• Training programs for operators—not just techs

• Franchise growth vs. independent ownership

• Building teams that multiply—not drain—your momentum

If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy.

Resources & Links:

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/mindset

Most family businesses survive on tradition. Few become legends.

In this episode of The $100 Million Mindset, Todd Liles sits down with Jimmie Dale of Baker Brothers Plumbing, Air & Electric. Jimmie didn’t just inherit the business—he bought it, signed the loans himself, and scaled it into one of the most trusted brands in the trades.

This is a story of ownership, discipline, and the faith it takes to lead a company into the $100M+ stratosphere.

You’ll learn how to:

-Lead differently when your name is on the line -Build brand consistency that creates market dominance -Expand into new trades without losing trust or culture -Hire leaders from outside the trades—and train them to win -Pick the right private equity partner (and protect your culture while doing it) -Balance faith, discipline, and long-term legacy in a fast-scaling business

Mentioned in this episode:

• The shift from Yellow Pages to top-of-funnel media branding

• Private equity partnerships that triple your business without selling your soul

• Mindshare vs. clicks: why branding beats PPC

• Recruiting leaders from outside the industry

• Leading through faith, transparency, and personal growth

• Jimmie’s philosophy: “Serve first—success follows”

If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy.

Resources & Links:

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/mindset

What does it take to scale a trades business to $100 million—without selling your soul?

In this episode of The $100 Million Mindset, Todd & Alan sit down with James and Michael, the immigrant brothers behind Alliance Climate Control in Sydney. Together, they unpack what it means to build a high-integrity, high-performance business in one of the world’s fastest-growing home service markets.

You’ll learn how to:

• Build internal training and leadership pipelines from scratch
• Position your brand with premium craftsmanship and elite standards
• Maintain culture, connection, and loyalty while scaling fast
• Use vision to drive action, and create opportunities for others
• Avoid the biggest scaling mistakes around talent, trust, and funding

If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy.

Resources & Links:

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/mindset

Most people say they want to grow a big business. Wyatt Hepworth actually did it—by focusing on people, culture, and leadership at every level.

In this episode of The $100 Million Mindset, Alan and Todd sit down with Wyatt to unpack how he scaled Any Hour Services from a $250K electrical shop into a $500M multi-trade powerhouse with over 30 locations—and a culture that fuels performance.

If you're serious about building a business that lasts, this conversation is your blueprint.

You’ll learn how to:

• Create a culture where people want to perform

• Add new trades without blowing up your business

• Develop in-house leaders who carry the vision forward

• Build a business that outlives you

If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy.

Resources & Links:

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/mindset

What if the fastest way to scale a $250 million service business wasn’t about chasing the latest trend—but slowing down, simplifying, and putting your people first?

In this episode of The $100 Million Mindset, Alan and Todd sit down with Paul Kelly, the powerhouse behind Parker & Sons, to unpack how he grew from $7 million to $250 million—without burning out his team or overcomplicating the process.

Whether you’re a service business owner or a leader looking to grow with clarity and intention, this conversation delivers field-tested strategies that actually work.

You’ll learn how to:

• Build a team that performs and stays

• Simplify operations to scale without chaos

• Market consistently (without gimmicks)

• Lead in a way people want to follow

If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy.

Resources & Links:

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/mindset