Episode Description
What does real, sustainable growth look like in today's entrepreneurial world—especially for home service leaders and agency owners? In this episode of The Kee To Growth Podcast, Jen McKee sits down with Lyn Askin, a longtime agency founder turned certified EOS implementer, to unpack the gritty realities of scaling a service business. You'll hear stories of messy beginnings, turning points, and the mindset shifts required to step out of survival mode and build a company that's aligned, profitable, and—crucially—sellable.
Lyn shares his journey from growing up with limited resources to bootstrapping his own agency, confronting burnout, and finally discovering the Entrepreneurial Operating System (EOS). He reveals how a health scare forced him to rethink his definition of success and transition his agency from relying solely on him—to a business that could thrive and even be sold. The conversation gets candid about why most business owners are the bottleneck of their growth, and how intentional boundaries and leadership frameworks like EOS can become the "missing key" to sustainable progress.
Throughout the episode, Jen and Lyn break down why growth in the home services and trades isn't just about marketing strategies or chasing numbers. It's about aligning your team, building repeatable systems, and creating intentional boundaries that let you step back and allow others to lead. Lyn's personal stories illustrate how powerful "follow-up" is—not just as a sales tool but as a service mindset—reminding listeners that authentic connection will always outperform automation alone.
They also explore the emotional highs and lows of entrepreneurship: overcoming fear of rejection, shifting limiting beliefs, and building a business "at the speed of your healing." With tactical examples from home services and agency life, the episode prioritizes human behavior over bro-marketing buzzwords, making space for vulnerability and the kind of honest leadership that fuels lasting results.
Timestamps
- 00:00 Welcome to The Kee To Growth Podcast: Introducing the Growth Experience event
- 02:01 Meet Lyn Askin: Agency journey, entrepreneurship, & EOS background
- 05:18 Business bottlenecks & building a sellable company after burnout
- 09:09 Why follow-up and communication matter more than marketing alone
- 12:11 Sales psychology: Overcoming fear of rejection & mindset in client acquisition
- 15:30 Real examples: How maintenance plans and automations unlock hidden revenue
- 18:08 Mindset shifts: Investing in discipline, accountability, and support
- 21:07 Self-implementing EOS: Traction, pitfalls, and coaching
- 25:13 The hard truth: Only what you DO feeds your business, not just what you know
- 28:05 Framework over guesswork: How EOS clarifies vision, structure, and marketing
- 32:17 The key to growth: Living in a 90-day world and building intentional boundaries
Meet Your Host: Jen McKee
Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand!
Connect with Jen:
- Facebook: https://www.facebook.com/jennifer.hartman.73/
- LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/
Podcast Details
Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player.
The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com
This episode was produced and brought to you by: the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/
2. Keywords
Here are 30 topical keywords that were covered in the transcript:
Home services marketing, Entrepreneurial Operating System (EOS), business growth, agency owner, scaling a service-based business, leadership, profit first, financial clarity, operational efficiency, AI tools, marketing visibility, private equity, building a sellable business, business valuation, follow-up strategies, client communication, sales systems, branding, digital marketing, Facebook ads, Instagram ads, TikTok ads, YouTube ads, marketing funnels, automation tools, team structure, accountability, quarterly planning, mindset in sales, overcoming fear of rejection, process documentation
3. Blog Post for this Episode Meta Description
Discover how implementing the Entrepreneurial Operating System (EOS) can transform your home services business and marketing strategy. Insights from our latest Kee To Growth episode.
Unlocking Growth with EOS: How the Entrepreneurial Operating System Transforms Home Services Marketing
Welcome to another episode of the Kee To Growth podcast! In today's episode, host Jen McKee sits down with certified EOS implementer and long-time agency owner Lyn Askin to explore the game-changing effects of EOS in home services businesses. If you're a service entrepreneur feeling stuck in the day-to-day or searching for ways to create sustainable growth, you won't want to miss Lyn's honest stories and practical advice for making your business not just bigger—but better.
TL;DR: Key Takeaways from This Episode
- EOS (Entrepreneurial Operating System) delivers structure, clarity, and leadership to growing service businesses.
- Placing marketing, leadership, and operational strategy at the forefront sparks intentional growth.
- Systematic follow-up and clear processes often mean more than the cheapest quote—for both sales and customer trust.
- Even "marketing problems" can often be traced to operational issues or lack of systems.
- Lyn Askin's journey from near business collapse to a high-value agency exit illustrates EOS's real-world power.
- You don't need to sell your business to benefit from building it as if you might—make it sellable, even if you keep it.
- Both self-implementation and hiring an EOS expert are options; investing in support can create additional accountability.
- Building a business that runs without you is the true key to value, freedom, and growth.
Introducing EOS: A Transformational Framework for Home Services Businesses
Running a home services business isn't just about technical expertise or closing the next lead—it's about building a company that can weather any storm. On this episode of the Kee To Growth podcast, Jen McKee is joined by Lyn Askin, a certified Entrepreneurial Operating System (EOS) implementer. With 26 years as a marketing agency owner and now years of guiding businesses through EOS, Lyn offers a firsthand look at what it really takes to move from frazzled to flourishing.
What is EOS?
EOS stands for Entrepreneurial Operating System—a set of simple, practical tools designed to help you and your team get clear on your vision, execute with focus, and run your business with less chaos and more intention.
Lyn's story is a testament to EOS's power. After a severe health scare that made him question the future of both his business and his family, Lyn realized his company was unsellable—it depended entirely on him. By implementing EOS, he 3xed revenue, 7xed profit, and scaled a team far larger than he managed alone. Ultimately, he built a business someone else wanted to buy.
Common Myths: Is Your Marketing Problem Really a Marketing Problem?
One core lesson from Lyn and Jen's conversation is that many business owners turn to more marketing when what they truly need is systems and clarity.
Common pitfalls:
- Running everything through one person (usually the owner)
- Lacking measurable, repeatable processes
- Mistaking operational gaps for "not enough leads"
- Failing to follow up with potential customers (costing thousands in missed revenue)
Lyn emphasizes that marketing works best when it's supported by disciplined follow-up and operational support. It's about connecting the dots between visibility, sales, and after-sales service.
How EOS Empowers Home Services Leaders Structuring for Growth: Accountability Before Action
EOS helps owners move from being the bottleneck to building a team that can run the business without owner intervention at every step.
EOS Core Components:
- Vision: Get everyone aligned on where you're headed and how you'll get there.
- People: Ensure you have the right people in the right seats.
- Data: Make decisions based on real numbers, not hunches.
- Issues: Address obstacles head-on through structured problem-solving.
- Process: Document and refine the most important systems.
- Traction: Bring the vision down to daily, weekly, and quarterly execution.
The Power of Systematic Follow-Up
In Lyn's words, "The person who follows up—wins the work." Whether it's $88 or $12,000, systematic follow-up and proactive customer care drive revenue and trust.
Actionable insights for home service businesses:
- Use automation tools (like Go High Level, Chirp, CRMs) to follow up with leads and clients.
- Don't stop at one reminder—consistent, polite follow-up can multiply sales.
- Set up recurring automations for maintenance reminders, review requests, or new offers.
Building a Business That's Sellable (Even If You Don't Sell)
Lyn makes it clear: "You can't sell a job." If your business relies solely on you, it holds little value—either for a buyer or for your own freedom. EOS encourages you to build with intention, putting leadership, process, and profitability first.
Key EOS-driven habits:
- Implement quarterly reviews to track progress toward goals (Vision, People, Data, Issues, Process, Traction).
- Establish clear roles and an accountability chart (not just old-school org charts).
- Treat your company as if you might sell it—structure it for independence from the owner.
Practical Steps to Start Using EOS in Your Business
Not sure if you're ready for EOS? According to Lyn, if you feel like your business is running you (instead of the other way around)—you probably need EOS.
How to get started:
- Read Traction by Gino Wickman (the EOS handbook).
- Download free tools from eosworldwide.com
- Block time for quarterly and annual planning (whether solo or with an implementer).
- Consider hiring an EOS implementer if you want faster progress, deeper accountability, and live mentorship.
Remember: It's not about being perfect out of the gate; it's about making forward progress every 90 days.
Investing in Growth: Why Accountability Matters
Both Jen and Lyn agree—sometimes, investing in outside support is what makes you take your goals seriously. When you pay for a proven process or coach, you're more likely to commit, show up, and see the transformation through.
Benefits of professional EOS support:
- Personalized frameworks tailored to your business model
- Consistent accountability (no skipping those "hard" meetings!)
- Guidance from someone who's scaled, exited, and now helps others do the same
Conclusion: EOS Is the Key to Sustainable Growth in Home Services Marketing
The entrepreneurial path is rarely tidy—most of us build our businesses while still figuring things out. But, as today's episode reveals, you don't have to stay stuck in "messy middle mode."
The Entrepreneurial Operating System (EOS) offers a proven pathway to clarity, structure, and growth—so you can market with intention, scale without losing your mind, and ultimately build a company that serves your customers, your employees, and your own life.
Ready to Unlock Your Company's Growth?
If you're feeling the call for structure, clarity, and better results in your home services business, it's time to explore EOS. Want more insights like these? Subscribe to the Kee To Growth podcast for honest conversations and actionable strategies that go beyond the usual marketing tips.
Interested in learning more from Lyn Askin or connecting with Jen? Find their contact details and resources below:
- Connect with Lyn Askin: Lyn on LinkedIn
- Learn about EOS: EOS Worldwide Resources
- Discover more from Kee To Growth: Subscribe Here
Your next 90 days could unlock your next decade of growth—start with clarity, start with EOS.
4. Timestamped Overview
- 00:00 "The Growth Experience Conference"
- 04:18 Entrepreneurial Journey Through Decades
- 07:23 Building a Sellable Business
- 12:32 "Marketing Funnels and Decision-Making"
- 14:57 "Irrigation System Check-In"
- 18:08 "Overcoming Fear in Communication"
- 21:07 Social Media Marketing & Growth Strategies
- 26:36 Marketing Clarity Fuels Growth
- 28:05 "EOS: Framework for Unified Vision"
- 32:22 "Growth: Intentionality and 90-Day Focus"
5. Questions
Here are 10 discussion questions inspired by this episode of The Kee To Growth Podcast featuring Lyn Askin:
- Both Jen McKee and Lyn Askin highlighted how easy it is for business owners to mistake marketing problems for deeper operational issues. What's one example from your own experience where "bad marketing" turned out to be a systems or follow-up issue?
- Lyn Askin shares how a major health scare led him to realize his business wasn't truly sellable—it depended on him completely. How has a life event, big or small, shifted your perspective on business or leadership?
- The episode describes EOS as a structure that creates clarity around roles and accountability. What's a "messy middle" in your business that more structure might solve?
- Fear of rejection came up as a barrier to sales follow-up—even for skilled tradespeople. How do you or your team address that fear, and what is one way it's held you back?
- Both guests talked about the importance of intentional follow-up and proactive communication with clients. How do you ensure your business doesn't "forget" about opportunities after an initial bid or lead?
- "You can't sell a job; you can only sell a business" was a key insight. What steps have you taken—or plan to take—to build a company that can run without you?
- EOS emphasizes setting quarterly "rocks"—big goals with milestones. What's an example of a "rock" that changed your approach to marketing, operations, or leadership?
- Jen McKee admitted that investing in outside accountability (like an EOS Implementer) was crucial for making progress. Do you find accountability comes more easily from outside support, or are you able to self-implement important changes?
- The episode explores how businesses in growth mode often neglect their own marketing, even agencies! What mindset shift could help prioritize your company's brand-building and visibility?
- "Live in a 90-day world"—what does that look like for you? How would focusing on quarterly goals change your rhythm and priorities?
These questions are designed to invite honest reflection and practical insights, whether you're leading a team, running an agency, or simply exploring more intentional growth.
6. Key Topics and Bullets
Here's a comprehensive sequence of topics covered in the episode, along with sub-topic bullets under each primary topic:
1. Podcast & Host Introduction
- Welcome to The Kee To Growth Podcast
- Host: Jen McKee (Jen McKee)
- Focus on home services, marketing, and business growth
2. Announcement: The Growth Experience Conference
- New two-day conference in San Antonio, TX (March 30-April 1, 2026)
- Target audience: Home service leaders and business owners
- Key themes: Profit-first financial clarity, leadership, AI tools, modern marketing
- VIP perks and early access details
3. Introducing Lynn Askin and Their EOS Expertise
- Lyn Askin: Certified EOS Implementer, former agency owner
- 26 years scaling and selling a marketing agency
- Shift to consulting and EOS implementation for agencies
4. Lynn's Entrepreneurial Journey
- Humble beginnings and motivation to build a business
- Early ventures: Paper route, computer building, e-commerce and agency work
- Turning point: Major health incident and reflection on business sustainability
5. The Business Owner Bottleneck & The Need for EOS
- Realization that the agency was too reliant on Lyn Askin (couldn't run without them)
- The stress and health impacts of running a business without systems
- Discovery and implementation of EOS: 3x revenue, 7x profit, growth to 27 employees, business acquisition
6. Building a Sellable, Sustainable Business
- Challenges of running the business as a "job, not a company"
- Importance of systems, processes, people, culture for valuation and saleability
- EOS principles that create a self-sustaining business
7. Marketing Problems vs. Operations Problems
- Many owners misidentify marketing as the root issue
- The importance of follow-up and client communication in closing sales
- Personal stories illustrating value of follow-up (contractor bids, landscaping upsell)
8. Overcoming Sales Fear & Rejection
- Mindset challenges in sales and outreach
- Reframing follow-up as helpful and caring
- How teams can build confidence and overcome fear through intentional systems
9. Automation & Maintenance in Home Services
- The opportunity for automating follow-up (e.g. GoHighLevel, chirp, Slack integrations)
- Maintenance plans and recurring revenue for home services
- Practical implementation of reminders, automations, and upsell opportunities
10. EOS as a Framework for Growth
- What EOS stands for (Entrepreneurial Operating System)
- Knowing when you need EOS: Feeling overwhelmed, lack of profit, team management struggles
- EOS simple tools for managing human energy and business complexities
11. Implementation: Self-Implementing vs. Hiring an Implementer
- Reading Traction by Gino Wickman as a starting point
- Availability of EOS Toolbox online
- Benefits of hiring a coach/implementer: Accountability, speed, depth
- Holding oneself accountable through investments
12. EOS Practical Impact: Accountability & Planning
- Structures and departmental clarity for home service companies vs. agencies
- Quarterly rocks and annual planning for marketing and operations
- The value of disciplined implementation and strategic vision
13. EOS for Marketing Teams
- EOS strengthens all major business functions: Sales & marketing, operations, finance
- Intentional focus ensures no weak links among departments
- Relevance of the framework for agencies and service businesses
14. Closing Reflections & Key Takeaways
- The "Key to Growth": Intentional planning, North Star vision, 90-day accountability cycles
- Importance of treating business in 90-day increments for meaningful progress
15. How to Connect with Lynn Askin
- Contact details: Name uniqueness, website, LinkedIn, Facebook, email
16. Episode Wrap-Up
- Appreciation for insights shared
- Invitation for audience questions and ongoing support
This episode blends tactical marketing advice, honest conversation about the messy reality of entrepreneurship, and actionable strategies for building a business that lasts—grounding the discussion in real stories and practical examples.
7. Clipfinder: Quotes, Hooks, & Timestamps
Jen McKee | 00:00:20 - 00:00:25 Unlocking Marketing Success: "If you're ready to grow your business and get real actionable insights, you're in the right place."
Jen McKee | 00:00:34 - 00:00:50 Viral Topic: A Game-Changing Conference for Home Service Leaders Quote: "If you're a home service leader who's ready for bigger growth, stronger leadership and more visibility in 2026, listen up. I'm hosting something brand new. The Growth Experience is a powerful two day conference happening right here in my hometown of San Antonio, Texas."
Jen McKee | 00:01:32 - 00:02:09 Early Bird VIP Access: "Waitlist gets first access, best pricing and early VIP access. So go to thegrowth-experience.com to get on the list."
Jen McKee | 00:03:12 - 00:03:29 Viral Marketing Success: "One of the things that EOS did for me is it put marketing strategy on my quarterly rocks, which made me much better at proactively planning what I was going to do every year, which hugely impacted our marketing over the last year."
Jen McKee | 00:08:44 - 00:08:48 Building from Scratch: "You don't have to sell but you still need to build a business that's sellable."
Jen McKee | 00:13:12 - 00:13:30 Viral Marketing Strategies: "I think about that last like touch point that you can throw in there that's like, hey, did you ever make a decision about that, you know, like, or do you want to make that decision right now? I love that story. I think that's huge and such a tangible thing that people could put into their follow up system."
Jen McKee | 00:21:37 - 00:21:50 Breaking Through the Bottleneck: "I got to a point where I was the bottleneck of my business. Kind of like what you were describing is that everything ran through me, and as we were scaling as quickly as we were, that didn't make any sense."
Jen McKee | 00:22:19 - 00:22:24 Viral Topic: Decisive Hiring Habits "I don't, I don't like having too many decisions. I will just go with whatever somebody says."
Jen McKee | 00:24:30 - 00:24:50 Viral Topic: The Challenge of Self-Discipline "I am a very disciplined person, but I also consider myself like a very lazy disciplined person. Like I rely on support and I, I rely on investments to hold me accountable. That's how I stay accountable to my goals is I make an investment that I see as valuable so that I will do it."
Jen McKee | 00:27:13 - 00:27:31 Viral Topic: The Importance of Marketing Planning: "even at that level, it's easy to not have a plan for your marketing. And, and when you don't have a plan for your marketing, it's no, it's November 5th. Like what has been on your mind that you haven't actually done? Because the year goes so fast."
8. Reel Script
If you're building a business that feels messy, stuck, or way too dependent on you, this episode is your wake-up call. I sat down with Lyn Askin—a former agency owner turned certified EOS implementer—who shared how the Entrepreneurial Operating System helped him 3x his revenue, 7x his profit, and eventually sell his business. We dug into why follow-up matters more than the fanciest marketing strategy, and why creating structure isn't just about scaling—it's about making your business truly sellable. If you're ready to move from running on stress to running on systems, you can't miss these insights.
9. LinkedIn Post
Absolutely loved recording this episode of The Kee To Growth Podcast with Lynn Askin—our very own EOS Implementer at Keyhart Marketing! If you're a business owner feeling stuck in the "messy middle"—where growth feels chaotic and leadership gets muddy—I promise Lynn's story offers both inspiration and actionable tools.
Here are 3 takeaways you can bring back to your team this week:
🔸 You Can't Sell a Job—Build a Business That Runs Without You Lynn's wake-up call came after a health scare: if your company relies solely on you, it's not sellable (and it's exhausting). Implementing EOS gave him the structure to 3x revenue, 7x profits, and ultimately build a business someone wanted to acquire.
🔸 Follow-Up Isn't Annoying—It's Service Whether you're a contractor, agency, or service provider, following up (more than once!) helps clients and drives new revenue. Lynn shared how a simple follow-up call landed the most expensive bid… and how $88 of recurring maintenance turned into $12k in work.
🔸 Growth Happens in 90-Day Sprints If you feel "too busy" for EOS, you probably need it most. Break those big goals down—focus on what you can move forward in the next 90 days (not next year). It's the key to keeping momentum and aligning your team.
Business gets messy, growth requires realignment, and success is built on small conversations—not just big campaigns.
If you want more on profit-first leadership, intentional boundaries, and marketing strategies that actually move the needle—catch the full episode and let me know your favorite takeaway!
#Entrepreneurship #EOS #HomeServices #Leadership #MarketingStrategy #KeyToGrowth #PodcastInsights
10. Tweet Thread
🚪 THREAD: The Real Key to Growth (Hint: It's NOT Just Marketing) 🚀
1/ Let's bust a myth: Most business owners think marketing is their main problem. Truth? The system beneath your business is just as important. 💡 On the Key to Growth Podcast, Jen McKee sits down with Lyn Askin—an EOS expert who's survived, scaled, and sold a 26-year agency.
2/ "If you're too busy for EOS, you probably need EOS." This hit me. EOS (Entrepreneurial Operating System) isn't some magic switch—it's a set of intentional choices that transform chaos into clarity. Structure > guesswork, every time.
3/ Lyn Askin got real: a health crisis made him realize his business depended entirely on him. "If I'd died, the business would've died too. I had a job, not a business." This is the messy middle no one posts about on LinkedIn.
4/ You can't market what you don't believe in—and you can't sell a business that only runs with you at the wheel. "You can't sell a job," Lyn Askin said. The real value? Systems, culture, and people who create momentum whether you're there or not.
5/ Tangible tactic: Want more clients & revenue? FOLLOW UP. Lyn Askin's $88 follow-up turned into a $12,000 job. Most contractors never called back. Guess who got the business? The one who cared enough to check in.
- Follow-up isn't "bothering"—it's being helpful.
- Automation helps, but empathy closes deals.
6/ What's underneath the surface-level marketing "problems"?
- Fear of rejection
- Not wanting to "bother" clients
- Your own limiting beliefs projected onto your customers These are invisible growth points you can actually solve.
7/ The backbone: EOS isn't just for big teams. If you feel like you're the bottleneck, always putting out fires, or "too busy" to think strategically, that's your cue. Framework > hard work > guesswork.
8/ Living in a 90-day world:
- Break down your year into rocks (quarterly priorities).
- Alignment beats hustle every single time.
- Set the North Star, get clear, and move toward it in actionable chunks.
9/ Key takeaway: "Your business grows at the speed of your healing." Intentional boundaries, curiosity, and the willingness to ask for help—all are part of real, messy, sustainable growth.
10/ Want more stories that blend tactical moves with soft truths? Follow @KeytoGrowthPod and listen in. Because growth isn't accidental—it's aligned, intentional, and a little bit vulnerable.
👇 What business "messy middle" are you finding your breakthroughs in? Drop your stories & let's get real about growth! #entrepreneurship #marketing #EOS #businesstwitter
RT if you're done with "bro advice" and ready for honest conversations about building businesses that last.
11. Threads by Instagram
- The strength of your team isn't just about skill—it's about building intentional systems. As Lyn Askin shared, real growth comes when your business runs without you at the center. That's how culture becomes your foundation, not just a buzzword.
- "You can't sell a job." Lyn Askin's story reminds us: your business only has value if your people own the mission and processes, too. If the culture depends only on you, it vanishes when you walk away. Build something that outlasts you.
- Follow-up isn't just sales—it's culture. When you check in, you say "I care." Most people fear annoying others, but the real risk is invisibility. Caring consistently becomes your invisible advantage, setting your brand apart.
- Mistakes and messy middles are part of every business. Jen McKee and Lyn Askin made it clear: authentic growth starts when the team shares the vision and is empowered to own results. Culture is a daily practice, not a poster on the wall.
- Want growth? Break it down. Lyn Askin challenges us: set a clear North Star, then align your team every 90 days. Culture grows when everyone moves in the same direction, celebrating small wins that add up to something big.
12. Key to Growth Extraction
Guest Name: Lyn Askin
Pre-context line: "Okay, so, so we've come to the end of our episode here, but every guest that we have on here, we ask the same question."
Lead-in question: "So you are on the Key to Growth podcast. So what would you say is the key to growth?"
Key Phrase: "The key to growth? I have a couple. One, you need to be really intentional about where you're going. Like let's set a North Star, let's figure out where we're going long term with this company. Let's get everybody on board. And then you need to break that down. You need to break that down from Your, from your 10 year target. We talk about where are we? If that's where we have to be in 10 years, where do we need to be in three? And if that's where we need to be in three, where do we need to be in one? And so we're going to set some one year goals and some one year targets. And if that's where we have to be in one, what do we have to do the next 90 days to get to where we want? So my key to growth is treat your business in a 90 day world. Live in a 90 day world where every 90 days you're making progress towards the bigger picture."
After-context line: "Yeah, absolutely. So if people want to reach or connect with you, where should they go to find you?"
Timestamp Start: 00:32:09
Timestamp End: 00:33:06
