Freedom Blueprint for Home Services | HVAC, Plumbing, Electrical, Leadership, Business Growth

• 99 | From Contractor’s Kid to Marketing Powerhouse: McKena Harless’ True North Strategies for Growth

  Show Information Episode Number: 99Date: August 4, 2025Duration: 40:06Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.com Contact: [email protected] Contact InformationGuest: McKena Harless Company: True North Strategies Guest Website: PickTrueNorth.com SummaryIn this episode of the Freedom Blueprint Podcast, Justin Deese is joined by McKena Harless, founder of True North Strategies. McKena shares her journey of growing up in the trades, learning the family HVAC business from the inside out, and how those experiences shaped her mission to help home service businesses grow through smarter marketing and operational strategies. She dives into the realities of contractor marketing, the importance of building a clear vision for your team, and why every business needs a CMO-style presence—even if they can’t afford one full-time.Whether you’re a business owner looking to level up your marketing, create stronger operational systems, or simply find more balance in your business, McKena’s story and insights will inspire and equip you for your next stage of growth.TakeawaysWhy home service companies struggle with marketing and how to fix itThe six marketing pillars every contractor must focus onHow to move from reactive to proactive marketingBuilding vision and culture for your teamWhy True North Strategies is designed to be a CMO and COO solution for growing businessesChaptersGrowing up in the trades with Daffin Cooling & HeatingLessons learned from Service Nation and Lemon Seed MarketingThe birth of True North StrategiesMarketing mistakes contractors makeDiagnosing your business for true growthHow McKena and her father Tom are helping businesses as a dynamic teamKeywords#FreedomBlueprintPodcast #HomeServiceBusiness #HVACMarketing #PlumbingBusiness #ElectricalBusiness #TrueNorthStrategies #McKenaHarless #JustinDeese #BusinessGrowth #MarketingStrategy #ContractorSuccess

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• 98 | Letting Go to Level Up: What Every Business Owner Can Learn from Tom Jameson

  Show Information Episode Number: 98 Date: July 28, 2025 Duration: 28:12Host Contact Information Host: Justin Deese Website: JustinDeese.com Contact: [email protected] Contact Information Guest: Tom Jameson Company: Astro Watt Electrical Guest Website: https://www.callastrowatt.com Summary In this episode, Justin chats with Tom Jameson, owner of Astro Watt Electrical based in Apex, North Carolina. Since launching in 2019, Tom has grown his business to 14 employees and is on pace for $3M in revenue—all while building a standout company culture rooted in fun, empowerment, and genuine care for both team and customer.Tom shares how he transitioned from being in the field to leading the business, the lessons he learned from scaling too fast, and the surprising power of a monthly team book club. If you're a business owner looking to grow without losing your soul—or your weekends—this episode is for you.TakeawaysBuilding a fun and empowering culture leads to sustainable growth.Clarity and focus on residential service work allowed Astro Watt to scale efficiently.Letting go of control and empowering your team unlocks freedom and growth.Even small companies should prioritize reinvestment and leadership development early.Customer experience trumps sales—sometimes the best solution isn’t doing the job at all.A great culture builds loyalty, collaboration, and a team that truly cares.Chapters 00:00 – Welcome and Introduction 01:00 – Astro Watt Today: Structure, Team, Revenue Goals 03:00 – Creating a Fun and Close-Knit Culture 05:00 – Early Days and the Journey to Residential Focus 08:00 – Stepping Out of the Field & Building Leaders 13:00 – Bottlenecks, Lessons, and Leadership Growth 16:00 – Empowering the Team and Letting Go 20:00 – Life Outside of Work: Golf, Family, and Perspective 22:00 – Lightning Round: Freedom, Decisions, and Advice 25:00 – Final Thoughts: The Power of Team and Book ClubsKeywords #ElectricalBusiness #ResidentialService #CompanyCulture #LeadershipLessons #BusinessGrowth #EmpowerYourTeam #FreedomInBusiness #CustomerExperience #HomeServices #AstroWatt #TradesLeadership #JustinDeese #FreedomBlueprintPodcast #TomJameson

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• 97 | You Can’t Lead Without Letting Go: Empowering Others to Lead When They're Not in Charge with Kristen Deese

  Show Information Episode Number: 97Date: July 21, 2025Duration: 39:21Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.com Contact: [email protected] Contact InformationGuest: Kristen Deese Company: Virtual CFO for the TradesGuest Website: KristenDeese.comSummaryIn this powerful and personal episode, Justin is joined by his wife and guest co-host, Kristen Deese, for a candid conversation about one of the biggest leadership blind spots: assigning responsibility without granting authority.Drawing from real-life experience as business owners — and parents of a Marine — Justin and Kristen dive into the tension leaders face when trying to grow a business while still holding on too tightly. They explore what happens when managers are expected to perform without being truly empowered, and why letting go is not just necessary — it’s a leadership requirement.From Red Friday traditions and eight-mile ruck marches to hard business truths, this episode blends heart and strategy in a way that will resonate with leaders at every level.Resources & Mentions:How to Lead When You’re Not in Charge by Clay ScrogginsTakeawaysWhy delegation without authority sets your team up to failHow to empower managers to lead effectively — even if they’re not “in charge”The 80% rule: why “perfect” execution isn’t the goalHow to support team leaders without micromanagingA book recommendation that every leader should read: How to Lead When You’re Not in Charge by Clay ScrogginsPlus: How one family turned a boot camp milestone into a meaningful tradition of supportChapters00:00 – Welcome + Red Friday Tradition02:00 – The Story Behind the 8-Mile Ruck March05:30 – Honking for Support & Community Impact07:30 – Training for the Grand Canyon Hike09:00 – Storms, Lightning, and Studio Setbacks10:00 – The Leadership Topic: Delegation & Authority11:45 – Why Leaders Struggle to Let Go13:00 – The Problem with Responsibility Without Power15:00 – Empowering Managers: Clear Goals and Team Commitments16:30 – Book Recommendation: How to Lead When You're Not in Charge18:00 – What to Do When a Manager Asks to Fire Someone20:00 – Final Thoughts: Trust, Ownership, and True LeadershipKeywordsempowering leaders, delegation and authority, how to lead when you’re not in charge, leadership in HVAC business, plumbing and HVAC leadership, business owner mindset, letting go as a leader, empowering your team, leadership challenges in small business, Team management HVAC, Clay Scroggins leadership, service manager authority, Operations manager leadership, HVAC company growth, freedom blueprint podcast, leadership podcast for business owners, Red Friday military support, family-owned business leadership

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• 96 | The Evolution of ServiceTitan: A Success Story with Ara Mahdessian the Co-Founder and CEO of Service Titan

  Show Information Episode Number: 96Date: July 14, 2025Duration: 34:21Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.com Contact: [email protected] Contact InformationGuest: Ara MahdessianCompany: Service TitanGuest Website: www.ServiceTitan.comSummaryIn this episode of the Freedom Blueprint Podcast, host Justin Deese interviews Ara Mahdessian, co-founder and CEO of Service Titan. They discuss the evolution of Service Titan from its inception to becoming a publicly traded company, the importance of leadership and trust in business, and the necessity of focus and prioritization for growth in the home service industry. Ara shares valuable insights on how to lead a team effectively, the significance of customer success, and offers practical advice for business owners looking to grow their operations.TakeawaysService Titan started with a focus on plumbing and expanded based on customer demand.The journey to becoming a publicly traded company was unexpected but rewarding.Leadership requires a high degree of trust among team members.Trust is built on competence, intentions, and commitment.Focusing on one thing at a time leads to better execution and results.Customer success drives business growth and retention.Engagement in critical projects is essential for leaders.Ambition should be balanced with realistic execution capabilities.Prioritization is key to achieving business goals.Using technology like Service Titan can significantly impact business success.Chapters00:00 The Journey of Entrepreneurship00:01 Service Titan's Growth and Industry Impact02:51 Leadership Lessons Learned08:36 The Importance of Trust in Leadership12:55 Prioritization and Bandwidth in Business18:01 Rapid Fire Questions and Personal Insights23:52 Advice for Business GrowthKeywordsService Titan, leadership, home service, business growth, prioritization, customer success, trades, technology, entrepreneurship, trust

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• 95 | From Fired to Fortune: The Resilient Rise of Anchor Heating and Air with Stephanie Postell

  Show Information Episode Number: 95Date: July 7, 2025Duration: 43:45Host Contact InformationHost: Justin DeeseWebsite: JustinDeese.com Contact: [email protected] Contact InformationGuest: Stephanie PostellCompany: Anchor Heating & AirWebsite: https://anchorheatingandair.comTikTok: @anchorheatingandairLLCFacebook: Anchor Heating and Air LLCPersonal Contact: [email protected] this inspiring episode of the Freedom Blueprint podcast, host Justin Deese sits down with Stephanie Postell, co-founder of Anchor Heating & Air in Charleston, SC. From being fired days before Christmas to building a multi-million-dollar HVAC business, Stephanie and her husband David’s journey is a story of faith, perseverance, and unapologetic community-driven growth.Stephanie Postell shares how personal branding, authentic leadership, and creative social media strategy helped them build a $9M business in under four years—all while keeping their values front and center. Learn how their focus on culture, community, and connection helped them recruit top talent, grow a loyal customer base, and inspire others in the home services industry.TakeawaysOrigin Story: How losing a job (twice) became the catalyst for starting Anchor Heating & Air.Building a Brand on Trust: Stephanie’s unique take on why authenticity beats paid ads every time.Community Marketing: Creative, low-cost ways to build loyalty and generate leads.Social media for Recruiting: How TikTok and Facebook have become hiring tools—not just ad platforms.Culture that Converts: What makes Anchor a place top techs want to work—and stay.Faith & Resilience: The deeper purpose behind their business and the role of faith in their journey.Freedom in Business: What it really means to work on your business, not just in it.Chapters00:00 – Welcome & Introduction Justin introduces Stephanie Postell, co-founder of Anchor Heating & Air, and sets the stage for a high-impact conversation.01:00 – Launching Anchor Heating & Air Stephanie shares how she and David were unexpectedly fired and used that turning point to build their own HVAC company.04:30 – Starting a Business… Two Weeks Before COVID From honeymoon to hustle—how Anchor’s early days were shaped by a pandemic and unexpected adversity.06:00 – Scaling Fast: From $2K to $9M in Under 4 Years The key moves and mindset shifts that helped Anchor Heating & Air grow rapidly and profitably.11:00 – Marketing on a Shoestring Budget Why community engagement beats paid ads—and the real ROI behind birthday cakes, PTA meetings, and local sponsorships.16:30 – Rejecting Google PPC & Outmarketing with Authenticity Stephanie breaks down why Anchor has spent less than $7K on Google ads—and doesn’t regret it.20:00 – TikTok for Recruiting? Yes, Really. How a creative approach to social media became Anchor’s secret weapon for hiring top techs.27:00 – Social Branding = Culture Amplified Showing the human side of the business through fun, authentic content—and how it drives team loyalty and...

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