Trades Talk Podcast

This week on Trades Talk, host Justin White sits down with Ron McCabe, a former tech executive turned digital marketing specialist for the landscaping industry. After working 120-hour weeks in the tech world and surviving a life-threatening health crisis, Ron made a dramatic shift; losing over 270 pounds and dedicating his career to helping landscapers grow smarter through strategic marketing with Everbearing Services 
In this episode, Ron shares:• How he transitioned from a patent-holding technologist to a marketing expert in the green industry• Why local SEO, Google Business Profiles, and visual content drive the highest quality leads• How to create consistent branding that generates 6 to 9 impressions before converting a client• Why focusing on long tail keywords and niche services beats broad targeting• His approach to work life balance, using tools like Whoop and CGM to track stress and performance
Ron also breaks down the importance of daily non negotiables, five day work weeks, and continuously improving both personally and professionally. If you’re a landscaper looking to level up your marketing without burning out, this episode is packed with real world strategies and inspiration.

In this weekly update, Justin White shares insights from recent conferences, including the Leanscaper and Ignite events, discussing key takeaways on goal setting, team management, and the future of the landscape industry with AI integration. He emphasizes the importance of strategic one-on-one meetings and the potential for technology to transform business operations. Additionally, he shares personal updates on his backyard project and encourages listeners to stay connected for future podcasts.
Takeaways
Weekly one-on-one meetings are life-changing for teams.Focus on how to achieve goals, not if they can be achieved.AI will significantly impact the landscape industry.The future workforce will be more automated and efficient.Networking is crucial for support and growth in the industry.Leanscaper is an operating system for business management.Technology will change how we communicate and operate in landscaping.Personal projects can be fulfilling and exciting.The landscape industry is filled with great people working towards common goals.Stay tuned for future podcasts with valuable insights.
 
Chapters
00:00 Weekly Update and Exciting Events05:17 Leanscaper Insights and Future of Technology09:20 Aspire Ignite Conference Highlights12:43 Networking and Community in Landscaping13:18 Personal Projects and Closing Thoughts14:25 NEWCHAPTER

This week on Trades Talk, host Justin White sits down with Ryan Markewich, a Canadian landscape entrepreneur, coach, and early adopter of open book management, to unpack his journey from mowing lawns to building a business that now operates with employee ownership and long term vision at the core.
Ryan started his company in Kelowna, British Columbia in 1994, going door to door to pay rent while dreaming bigger. Over time, he scaled to a multi million dollar operation, but not without burnout and hard lessons along the way. Influenced by personal development legends like Jim Rohn and John Maxwell, Ryan leaned into learning, coaching, and building a company around transparency and shared success.
In this episode, Ryan shares:• How he used open book management and the Great Game of Business to build real accountability• Why he sold 85 percent of his company to his employees and how the structure works• What it means to run a company focused on long term thinking and consensus based leadership• Why teaching employees how business works is the key to building great teams• What he is planning next with R-Mark Coaching and the first landscape retreat in Mexico
Ryan also talks about spending months each year in Mexico to reflect, challenge his thinking, and reconnect with what matters most. If you are interested in employee ownership, values based leadership, and scaling a business that puts people first, this episode is packed with wisdom and real world experience.

This week on Trades Talk, host Justin White shares real-world strategies for using AI and ChatGPT to boost productivity, streamline operations, and shift from manual work to smarter systems. What used to take four hours, Justin now does in thirty seconds, thanks to custom AI tools designed specifically for the green industry.
The episode opens with a story about helping a friend estimate a fence project using a custom GPT called Landscape Intelligence. The tool generated pricing, materials, permits, and layout suggestions instantly. This is just one example of how AI is transforming time-consuming tasks into fast, repeatable workflows.
In this episode, Justin shares:• How to build a Master Prompt that gives ChatGPT consistent, high quality answers• Why custom GPTs are changing the game for landscapers, marketers, and operations teams• How to use the Projects feature in ChatGPT to track documents, collaborate, and maintain context• Why AI has allowed him to go from a biweekly podcast to twice per week• What to expect at Lean Scaper Dallas and Aspire Ignite Anaheim
Justin also explains how AI is driving a major shift in labor, freeing up teams to focus on higher value work while machines and software take on the repetitive. He encourages listeners to start experimenting now, lean into new tools, and build systems that will drive the next generation of business growth.

This week on Trades Talk, host Justin White sits down with Eli Zevin, General Manager of Aspire Software, to explore the power of technology, implementation strategy, and what is coming next for the landscape industry.
Eli joined Service Titan in 2016 with no background in trades or software and spent nearly a decade helping contractors succeed before taking on his new role at Aspire. From startup culture to scaling enterprise systems, Eli shares what he learned about change management, software adoption, and the importance of delivering real value during implementation.
In this episode, Eli shares:• How early startup culture at Service Titan shaped his leadership style• Why great software implementations focus on outcomes, not checklists• How Aspire is helping contractors track labor variance and upsell opportunities• What role software plays in supporting mergers and acquisitions• Why the green industry is poised for massive professional growth and wealth creation
Eli also shares a preview of what to expect at the upcoming Ignite conference in Anaheim, where Aspire will dive deeper into its product roadmap and how it plans to support the evolving needs of the industry. If you are looking to scale your systems, improve processes, or understand the next evolution of business technology in landscaping, this conversation is a must listen.

On this weekly update on Trades Talk, host Justin White shares a personal reflection recorded on his father Kendel’s birthday. Kendel co-founded K & D Landscaping nearly 40 years ago, and his legacy still shapes the way the company operates today.
Over the last decade, K & D has grown from 1 million to 20 million in revenue. After a big jump from 15 to 20 million last year, this year is about holding steady and breaking even—but the focus has never been just financial. Justin highlights the incredible growth of team members like Shantel, Jamie, Blanca, Jake, Tony, Alejandro, and Juan, and what it means to build a company that truly develops people.
In this episode, Justin shares:• Why growth is about people, not just revenue• The leadership lessons passed down from his father• What happens when leaders delegate too much or take shortcuts• Why showing up, listening, and giving more is the only way through hard times
If you are in a season of reflection or navigating challenges at the top, this episode is an honest reminder that leadership is not about ease; it is about energy, effort, and showing up when it matters most.

This week on Trades Talk, host Justin White shares a powerful episode with Jeff Harkness, CEO of 3PG Advisors, focused on mergers, acquisitions, capital access, and the mindset shifts required to scale and create long term wealth in the green industry.
Jeff brings nearly three decades of experience in M&A, with deep expertise in landscaping, tree care, and turf care services. What started as a private training for the Disruptors community is now being shared publicly for the first time. Whether you are just beginning to explore capital options or already in growth mode, this conversation breaks down what is possible when you stop thinking like an operator and start thinking like an owner.
In this episode, Jeff shares:• Why private equity and mezzanine capital are flowing into the landscape industry• How to position your company for investment or acquisition• What banks, investors, and equity firms look for before writing a check• The benefits of multiple liquidity events and long term wealth creation• How to move from slow, one customer at a time growth to scalable value creation
Jeff also addresses common fears around giving up control, explains why ownership is often less important than upside, and outlines how landscape companies are using institutional capital to go from regional players to market leaders. If you want to understand how the game is really played at the next level, this episode is your entry point.

This week on Trades Talk, host Justin White shares Weekly Update 13, covering how contractors are preparing for 2026, what happens when leadership systems break down, and why mindset matters long before you reach eight figures.
With January 1 on the horizon, contractors are focused on budget planning, rate increases, and multi year enhancement programs. Some are holding pricing for loyal, high margin clients, while others are raising rates up to 10 percent for underperforming accounts. Justin explains how sharing operational improvements like route efficiency, crew training, and the adoption of electric equipment can build trust and justify pricing.
In this episode, Justin shares:• How to think with an eight figure mindset even at five or six• Why systems collapse when leadership turns over without a plan• What it takes to rebuild accountability and support frustrated teams• How a new Leadership Accelerator Sprint is training mid level leaders• What to expect from Aspire Ignite and Lean Scaper this September
Justin also gets real about challenges inside his own company and how leaders can create structure and support without burning people out. If you are growing fast and working to build a more stable operation, this episode is full of insight.