Discovering the Power of Traditional Service
In a world obsessed with tech startups and digital disruption, my story is proof that traditional service businesses still hold enormous potential.
I didn’t come from Silicon Valley—I came from Australia, and I started with something as simple as mowing lawns and gardening.
Back when I was a struggling PhD student in history, I was drowning in debt with no clear path forward.
I was flat broke—tens of thousands of dollars in the red—and I had no idea what to do next.
I didn’t think mowing lawns would make me wealthy, but it was the only thing I knew how to do.
So I kept at it and kept growing.
What surprised me was how much I enjoyed the work—being outdoors, getting my hands dirty, connecting with customers.
I quickly realized I could make a decent living selling lawn mowing rounds and hiring subcontractors.
I began expanding, refining my methods, and figuring out how to turn this small service job into something bigger.
From Academia to Entrepreneurship
When it became clear that my academic career had stalled, I made the leap.
I turned my part-time gardening business into a full-time operation.
It was one of the best decisions I ever made.
I’ll admit—I wasn’t great with people.
I didn’t have natural people skills.
But I learned.
I figured out how to sell, how to manage subcontractors, and how to structure deals that worked for everyone.
Then, in 1989, I signed my first franchisee.
By the end of that year, I had 60.
I thought, “Wow, this is really something.”
Before long, people were reaching out from interstate, wanting to be part of what I was building.
Leading Through Service
My success hasn’t come from being flashy or aggressive—it’s come from servant leadership.
My approach is deeply rooted in my Christian faith, even though most of the people in my business don’t share it.
I believe in looking after others first.
That’s what I try to model every day.
I’ve always made it a priority to support our franchisees.
I respond to their calls within 24 hours—or I owe them $100.
I make time for in-person meetings.
I insist on building community.
I believe that when people feel supported, they thrive—and so does the business.
That philosophy extends to our customers, too.
I’m very tough when it comes to service quality.
Over the years, I’ve applied more and more pressure to improve.
Today, our complaint rate is under 1%.
That’s virtually unheard of in this industry, and I’m proud of it.
Sharing What I’ve Built
I’ve always believed in generosity and transparency.
We don’t keep secrets.
If you want to learn how to run a franchise system, come to Australia—we’ll train you.
Seriously.
We’ve had people from all over the world join our sessions, even an American franchisor who attended our full training and shared his experience.
I’ve never believed in guarding knowledge.
When you stop focusing on yourself and start thinking about how you can help others, everything gets better.
It’s not about hoarding ideas—it’s about sharing them.
Why Empathy Matters
One of the most important lessons I’ve learned is to understand people’s motivations.
I always want to know what drives someone, especially when their actions seem off.
That curiosity helps me connect better, make stronger decisions, and guide others through tough situations.
I even love exploring fictional villains—the complex ones.
They fascinate me because they’re driven by something deep, something personal.
That helps me think more clearly about real-world problems.
When I have to have a hard conversation with a franchisee, I do it with empathy and clarity.
My goal isn’t control—it’s growth.
Living with Purpose
More than anything, I believe life is about purpose.
I don’t chase happiness.
I’m a happy person, but that’s not the goal.
I believe in mission—in doing something that matters.
For me, that mission includes raising a family, serving our franchisees, and funding a research project that could benefit humanity.
I’ve never cared about personal aggrandizement.
I care about impact.
That’s why I do what I do.
That’s why I keep going.
Because I believe every one of us has a promise we’re intended to fulfill.
I’m determined to live mine.