In this episode, I sit down with my longtime friend and fellow pond builder Joey Genovese from Genoscape Inc. They’re a full-service landscape construction company specializing in water features.

Joey’s been in the game over two decades, evolving from general landscaping to becoming one of the most respected water feature specialists in the industry. We dig into everything, from slogging through mud at early Aquascape builds to installing 100-ton boulders in Southern Africa. We talk about surviving the 2008 crash, downsizing smart, building a niche brand, and most importantly… knowing your numbers.

It’s an unfiltered, real convo about what it takes to go from scrappy craftsmen to sustainable business owner, and the mindset shift that makes all the difference. This ones for you if you're a builder, creator, or business owner trying to make your work profitable and purposeful.

Follow Joe on Instagram: @‌genoscape_inc.landscaping

If you're interested in learning more about SynkedUP, check us out: 

SynkedUP - Landscape Business Management Software https://synkedup.com/

Follow us on Instagram: @SynkedUP

On this special episode of The Cost of Doing Business, I sit down with longtime friend and mentor Greg Wittstock, CEO and Founder of Aquascape. We dive deep into the real, messy journey of transforming a hobby into a thriving business, creating a company culture that lasts, and empowering a team strong enough to run the show without you.

"If you're working IN the business, you have a job. If you're working ON the business, you have a company."

Greg’s straightforward advice years ago was the catalyst that inspired me to start my own company, SynkedUP. Today, we revisit those life changing moments, discussing how setbacks can become stepping stones toward bigger successes, and why letting go is key to growth and entrepreneurial freedom.

This conversation is real, raw, and packed with lessons every entrepreneur needs to hear.

If you're interested in learning more about SynkedUP, check us out: 

SynkedUP - Landscape Business Management Software https://synkedup.com/

Follow us on Instagram: @SynkedUP

I’m at the HNA Expo in Louisville, recording live with Joel De La Paz from Nuñes Outdoor Living, a family-run landscaping business in northern Michigan.

Recording podcasts at tradeshows like this—where we get to sit down with our customers, hear their stories, and learn from their experiences—is one of the most fulfilling parts of what we do. Joel gets real about the biggest challenges they’ve faced—figuring out their financials, keeping cash flow steady in the off-season, and navigating the dynamics of running a business with family. We dig into how he transitioned from being hands-on in the field to building processes that actually scale, and why networking, mentors, and the right systems (like SynkedUP) made all the difference.

Give them a follow them on Instagram: @‌nunezoutdoorliving

If you're interested in learning more about SynkedUP, check us out: 

SynkedUP - Landscape Business Management Software https://synkedup.com/

Follow us on Instagram: @SynkedUP

In this episode, I sit down with Alex Fransen, the owner of Derby City Pools & Outdoor Living in Louisville, Kentucky. As a contractor in the pool and landscaping industry for the past 28 years, Alex has some serious stories to share about the challenges of scaling his business. Alex opens up about the tough transition his company went through—shifting from a maintenance-focused operation to one centered on construction. He calls it a "monster" that his smaller maintenance side just couldn't keep up with. And finding and keeping good talent to grow those construction teams? A total headache.

But the real eye-opener for Alex was getting his financial house in order. Like many contractors, he was grinding away, working hard, but had no real insight into whether he was actually making money. Once he started using the right software, organizing his books, and tapping into a supportive peer group, everything changed.

Alex shares how getting a handle on his numbers not only gave him peace of mind but also the confidence to scale strategically—without sacrificing quality or his relationships with customers. No more just "working harder"—he's now working smarter.

This conversation is packed with valuable insights for any contractor who feels stuck trying to break through the ceiling of their business. Alex’s story highlights the power of using data to drive decisions and the importance of not just working your butt off but building the right systems and processes to grow sustainably.

https://www.instagram.com/derbycitypools/

If you're interested in learning more about SynkedUP, check us out: 

SynkedUP - Landscape Business Management Software https://synkedup.com/

In this episode we sit down with Leo Diez, the owner of Volunteer State Landscapes, from Tennessee. Leo took a chance on himself, previously working as an Irrigation Technician he decided he wanted to pursue a landscaping business and took the plunge. Leo shares his inspiring story of overcoming the fear of starting his own company and the challenges of running a successful landscaping business. We drop some serious truth bombs about the importance of shifting your mindset from blaming everything around you to taking responsibility for your own growth and success. Be ready to get empowered to embrace self-belief, take action, and unlock your true potential.

You can find Leo on Instagram @‌volunteer_state_landscapes

If you're interested in learning more about SynkedUP, check us out: 

SynkedUP - Landscape Business Management Software https://synkedup.com/

This week we’re in Bend, Oregon with our friend and customer Kyle from @‌pacificpinelandscape. We dive into the challenges of building a strong team as a small business owner. Kyle and I discuss the importance of assuming the best intentions when employees make mistakes, rather than taking a blaming approach. This advice was applied in my own life during my Tussey Landscaping days from lessons I learned reading a book called “Extreme Ownership” - where the idea of having to take responsibility for your team’s mistakes was learned.

We go on to share practical tips on fostering a culture of accountability and continuous improvement to develop loyal, high performing employees. If you’re looking to strengthen your team and drive sustainable growth, give it a listen.

You can find Kyle here: @‌pacificpinelandscape

If you're interested in learning more about SynkedUP, check us out: 

SynkedUP - Landscape Business Management Software https://synkedup.com/

I'm with Rob Picone from Picone Landscaping in New York, having a great discussion on balancing the pressure between growing a business and not letting life blow by and missing the moments that matter.

We also discussed their journey of onboarding SynkedUP into their business, and how important discipline is in any process in your business. It's always easier to keep on doing what you've always done, it takes discipline to grow and improve.

Give Rob and his wife Lisa a follow on Instagram (@piconelandscapingwny)

If you're interested in learning more about SynkedUP, check us out: 

SynkedUP - Landscape Business Management Software https://synkedup.com/

This week I sit down with Joel Lattimer, a Christian entrepreneur who has built a thriving outdoor living and water features business with his brother. As the co-founder of Lattimer Outdoor Living and Waterscapes, Joel seamlessly integrates his faith-based values with his passion for exceptional craftsmanship.

This commitment to doing business with integrity has earned Lattimer Outdoor Living a reputation for quality work and exceptional customer service. When not overseeing design-build projects, Joel enjoys spending quality time with his family - a calling that further reinforces his belief that faith and family are the true foundations for success, both in life and in business.

As an influential voice in the contracting industry, Joel's story serves as a testament to the power of leading with purpose and keeping one's spiritual principles at the forefront.

Connect with Joel: https://www.instagram.com/lattimerinc/

If you're interested in learning more about SynkedUP, check us out: 

SynkedUP - Landscape Business Management Software https://synkedup.com/

Bio: Christopher Castano started his landscaping business when he was 15, trimming bushes and spreading mulch on his lunch breaks. Fast forward, and he’s now running a thriving design-build company crafting high-end outdoor spaces with his team in North Carolina. In this episode, we dive into how Christopher went from figuring it out on the fly to tackling half-million-dollar projects, training a solid crew, and creating a business that’s all about quality, trust, and timeless designs. Christopher shares insights into hiring, pricing, and maintaining trust with clients while constantly leveling up – one project at a time. 💪

If you're interested in learning more about SynkedUP, check us out: 

SynkedUP - Landscape Business Management Software https://synkedup.com/

This week on the podcast, I had the pleasure of speaking with Justin Laughter, the owner of Laughter Family Hardscapes in Asheville, North Carolina. Justin’s built a thriving hardscape design and construction business by staying laser-focused on delivering real value to his clients, rather than just building what they want.

Justin shares his design-first approach ensuring his clients get outdoor living spaces that truly meet their needs and lifestyle, not just the latest trends.

Justin's journey has been marked by challenges and successes, but his commitment to his craft, his employees, and his clients has been the driving force behind Laughter Family Hardscapes' continued growth.

Tune in to hear Justin's insights on building a values-driven business, hiring and retaining top talent, and creating exceptional experiences for every client.

https://www.instagram.com/laughterfamilyhardscapes1/

If you're interested in learning more about SynkedUP, check us out: 

SynkedUP - Landscape Business Management Software https://synkedup.com/