How It All Began
In 1982, I never imagined that a job I took on as a student to make ends meet would evolve into the largest franchise chain in Australian history.
With just $24 in my pocket, I started Jim’s Mowing—a simple lawn care business that would grow into over 50+ divisions, more than 5,500 franchisees, and an annual turnover of around $1 billion.
My journey wasn’t straightforward.
I initially set my sights on academia.
I was deeply passionate about studying the rise and fall of civilizations.
But when it became clear that my interdisciplinary approach wouldn’t land me a university post, I found myself in debt, with few options.
That’s when I turned my part-time lawn mowing job into a full-time business.
I didn’t know then that this would become my life’s work.
Building a Business Around Service
From the start, I never saw wealth as the goal.
What drove me was service to my customers, my franchisees, and, eventually, to the broader mission of funding research into human behavior and society.
My Christian faith has shaped much of how I run my business.
It’s taught me that serving others is far more rewarding than chasing money.
That’s why I built Jim’s Mowing around the idea that franchisees should have power and autonomy.
I gave them the right to choose their territory, pay consistent base fees regardless of staff size, veto changes to their operations manual, and even vote out their franchisor.
These weren’t common practices at the time, but I believed it was the right thing to do.
And it worked.
My franchisees became my biggest advocates.
Many of them became raving fans, referring customers and helping the business grow faster than I ever anticipated.
Obsessing Over Quality
One thing I’ve always insisted on is attention to detail.
From the very beginning, I cared about perfect edging on lawns and exceeding customer expectations.
That culture of fanatical quality became part of who we are.
It’s what helped us stand out in a crowded market.
I also made it a point to listen.
I’ve made my share of mistakes—some of them colossal.
But I see failure as an opportunity to learn.
I’ve always been open to feedback, constantly improving systems, and investing heavily in software to help our franchisees succeed.
Every mistake became fuel for growth.
Investing in What Matters Most
While the business grew, I never lost sight of my deeper mission.
I’ve invested millions into biohistory research—a field I’ve long been passionate about.
My focus has been on the biological and evolutionary forces that shape civilizations.
I believe that the decline we’re seeing in the West isn’t just about politics or economics—it’s about a shift in human character and values.
Through the Biohistory Research Institute, I’m exploring how epigenetics and biochemistry influence behavior.
My hope is that this research could lead to breakthroughs in mental health, addiction, and even the societal structures that sustain civilizations.
Faith at the Core
My faith has always been my anchor.
I see my business not as a vehicle for wealth, but as a way to serve a higher purpose.
I’ve always admired the humility of Christ, especially the act of washing His disciples’ feet.
That model of leadership—servant leadership—is what I try to follow.
I believe God gave us minds to explore and question, which is why I’ve never seen a conflict between science and faith.
I accept evolution as a scientific truth and still believe in God as our creator.
These ideas can coexist, and I think they must if we’re to truly understand ourselves and the world.
Lessons I’ve Learned
Looking back, there are a few truths that stand out to me:
- Serve others first. Your success depends on how well you support those around you.
- Embrace failure. It’s not something to fear—it’s how we grow.
- Never stop learning. Read widely, ask questions, and challenge your assumptions.
- Stay humble. Leadership isn’t about power. It’s about service.
- Live your values. Whether in business or life, principles matter more than profit.
Moving Forward
I’m still deeply involved in Jim’s Group.
I continue to refine our systems, mentor leaders, and support our franchisees.
But my bigger vision is to help society rediscover the values and discipline that lead to flourishing, not just economically, but culturally and spiritually.
We’re facing serious challenges in the modern world, but I believe we have the tools—and the responsibility—to meet them.
Through business, research, and faith, I’ll keep doing my part.