If you’ve ever driven through an Australian suburb, chances are you’ve seen those green and yellow Jim’s Mowing trucks zipping around.
But behind that familiar brand is my personal journey—from a part-time gardener to the founder of a billion-dollar franchise empire.
The Unexpected Beginnings of My Business Journey
My entrepreneurial path began in the late 1970s, while I was studying for a PhD in history at La Trobe University.
To supplement my income, I started mowing lawns part-time for local residents.
What began as a simple side gig turned into something much more.
In 1982, I took a leap of faith, left academia behind, and officially launched Jim’s Mowing with just $24 in my pocket.
It wasn’t long before the business took off.
Thanks to my fresh approach to franchising, I was able to scale quickly.
By the late ’80s, Jim’s Mowing had become a well-known name across Australia.
My Love for History and How It Shaped My Business Philosophy
Even while I was focused on growing Jim’s Mowing, I never lost my passion for history.
I’ve always been fascinated by the “Golden Age of Athens” and the astonishing levels of creativity and innovation that flourished there.
Studying this period has inspired me to instill the same values—creativity, discipline, innovation—into my business model.
I often reflect on how a relatively small city could produce such brilliance.
That question fuels my desire to understand what makes certain civilizations and businesses succeed—and how character and culture play a critical role.
How Epigenetics and Character Became My Driving Force
As my interest in history deepened, I found myself drawn to epigenetics—the idea that character traits can be shaped not just by genetics but by environment.
I believe genius isn’t just raw intelligence; it’s also the character behind it.
Much of that character, I argue, is epigenetic.
This belief eventually led me to dive into what I call “biohistory.”
I started exploring how biology and the environment have influenced human progress.
My goal? To uncover how we might engineer environments—personal and societal—that bring out the best in human potential.
Applying Historical Lessons to Modern Business
I look at visionaries like Elon Musk and wonder how they assemble teams that achieve the impossible.
I’ve tried to do something similar at Jim’s Mowing—building a culture around character, collaboration, and innovation.
One of the systems I implemented is 360-degree feedback for everyone, including myself.
I want everyone—from franchisees to employees—to keep learning and improving.
Like ancient Athens or modern SpaceX, my aim has always been to create an ecosystem where people work not just hard but smart, driven by mission and meaning.
Why Mental Health and Character Matter in Business
Having dealt with bipolar disorder myself, I’ve learned that character isn’t just about grit and ambition.
It’s also about resilience and mental health.
I believe if we can harness the energy and creativity that come with conditions like mine—while managing the downsides—we can unlock incredible potential.
That’s why I prioritize mental health across the Jim’s network.
I offer access to counseling services, encourage open discussions around mental well-being, and strive to build a workplace where people feel supported and understood.
What’s Next: Innovation, Technology, and Human Potential
One of the projects I’m most excited about is “Jim’s Jobs,” a software platform that’s set to transform how our franchisees manage their operations.
From integrated invoicing to automated job bookings and transparent customer reviews—it’s all about making life easier for our people and better for our customers.
Beyond tech, my long-term vision is to apply what I’ve learned from history and epigenetics to unlock human potential on a global scale.
It may sound ambitious, but I believe it’s possible.
From mowing lawns as a struggling PhD student to founding a $1 billion business empire, my story is proof that passion, persistence, and a deep sense of purpose can lead to extraordinary outcomes.