Trades Talk Podcast

Ellen Rohr: On A Mission To Connect and Grow The Trades

In this episode of TradesTalk, Justin interviews Ellen Rohr, one of the most respected voices in the trades industry. Known for her no-nonsense approach to business, Ellen shares how leaders can grow personally and professionally through community, connection, and consistent execution.
They talk about two major industry events happening in Anaheim this September:
Pantheon (Sept 17-19) — ServiceTitan's flagship event for home service pros
Ignite (Sept 15-16) — a landscape-focused conference during the same week
Far from just software demos, both events offer actionable content around building better sales systems, improving operations, branding, and leadership. Ellen and Justin stress that these events aren’t just educational—they’re transformational when you show up ready to learn, connect, and implement.
Ellen breaks down her philosophy of reciprocity, the value of shop tours with other contractors, and why sharing your playbook doesn’t make you weaker—it makes you better. She encourages trades professionals to adopt a mindset of abundance and reminds us that information is everywhere, but execution is everything.
Justin shares how attending Pantheon in 2024 helped reshape his thinking and business trajectory. They both agree that being in the room with high-performing peers is the ultimate unlock for growth.
📚 Recommended Reads:
Traction by Gino Wickman
Build Your Dream Team by Howard Partridge
🎟️ Use code: white50 to get $50 off tickets to either Pantheon or Ignite.

Weekly Update #1: Trust Is the Foundation for Growth

In this solo episode of TradesTalk, host Justin White unpacks why trust is the key to building a scalable business.
Justin reflects on his own leadership evolution, from micromanaging to empowering his team. A recent moment stood out: while out sick, his leadership team ran a major meeting without him and crushed it. That kind of success only happens when you trust your people.
He also dives into the challenges of generational transitions in founder-led businesses. Letting the next generation lead means letting them make real decisions and sometimes fail. He shares how that kind of trust helped Dylan Whitlow grow his concrete company into Santa Cruz’s #1 provider.
Justin emphasizes the need to trust your partners and lean into vendor relationships. Whether it’s software like Aspire or business coaching, outside support can drive big breakthroughs.
And at the heart of it all: trusting yourself. Justin opens up about his own journey from self-doubt at 23 to bold vision at 35,  with a goal to build a billion-dollar company by 2035.
This episode is a reminder that trust creates momentum and without it, growth stalls.

Maggie Wymore: A Bittersweet Farewell to Trades Talk

In this episode of TradesTalk, Justin and Maggie reflect on the end of an era as Maggie steps away from the mic after more than 60 episodes. What started over steak dinners and shared vision grew into a podcast that’s helped spotlight the fast-changing trades industry, elevate voices, and build a loyal community of listeners.
Maggie shares how her role at Service Titan continues to evolve, balancing career growth and family life, while still supporting contractors navigating change. Justin opens up about what’s next for TradesTalk; from weekly solo episodes and entrepreneurial insights to behind-the-scenes stories from The Disruptors and K&D’s journey.
The conversation is both emotional and energizing, filled with mutual gratitude, behind-the-scenes moments, and a clear message that while the chapter is closing, the mission continues.
Whether you’re new to the podcast or have been with them since the start, this episode captures the heart, growth, and future direction of TradesTalk.

Justin White: Leadership Lessons from Aviation

In this episode of TradesTalk, Justin dives into the leadership systems behind his $20 million landscaping company (K&D Landscaping) and how lessons from military aviation are helping him raise the bar in the trades. From debriefing strategies that build team accountability to repeatable systems that scale across departments, Justin shares how he's building a company culture that values transparency, learning, and execution.
He breaks down his 10-minute debrief framework: Fact, Focus, Root Cause, and Forward; then explains how it drives continuous improvement. He also discusses the power of “process over personality,” how to create safe environments for teams to learn and fail, and what it takes to build infrastructure that supports long-term growth.
Whether you're leading a crew or scaling a company, this episode offers practical insights into leadership, accountability, and culture-building in the trades.

From Mowers to Magazine Covers: The Stephens Brothers' Rise in Landscaping

In this episode of TradesTalk, Justin sits down with brothers John and Mark Stephens, co-founders of Stephens Landscaping Professionals, to talk about how two teenagers with a mower turned their passion into a professionally recognized business featured in Lawn and Landscape Magazine’s January 2025 cover story.
The story starts in high school, where their parents handed them a commercial mower. What began as a family chore grew into an entrepreneurial drive; John took a business class project seriously, designing early flyers with tear-off tabs, logos, and door-to-door marketing. Together, the brothers combined grassroots hustle with a long-term vision.
They discuss their bold decision to pitch themselves to Lawn and Landscape years before getting featured, their standout branding (black trucks, polished logo), and how media exposure helped expand their reach and attract top talent. They also share how annual planning, strategic storytelling, and professional branding set them apart in a crowded industry.
This episode is about more than landscaping, it’s about vision, follow-through, and building a company that gets noticed.

Joe Lafigliola: How Process Smart Helps Your Business Grow Without the Overhead

In this episode of TradesTalk, Justin and Maggie sit down with Joe Lafigliola, founder of Process Smart, to explore how trades and service businesses can scale efficiently without breaking the bank on overhead.
Joe shares how Process Smart uses a remote team in India and the Philippines to handle critical back office tasks like estimating, AR and AP, lead follow ups, data entry, and more, which is giving owners breathing room to focus on growth.
They dig into why many companies stall between $4 to $10 million, how overhiring can kill profitability, and why you should build infrastructure for $20 million before you hit it.
If you are tired of wearing too many hats or overloading your team, this episode breaks down how to add horsepower without adding headcount and grow the right way.
 

Craig Muirhead: Building Safer, Stronger Trades Businesses

In this episode of TradesTalk, Justin and Maggie sit down with Craig Muirhead, founder of Canopy Insurance Services, to talk about what it takes to build long-term business partnerships and scalable safety programs in the trades industry.
Craig, based in Santa Cruz, started his brokerage in 2020 after years in the corporate insurance world. He shares how he built his book of business from the ground up and why he walked away from the big firm model to deliver more personalized, relationship-driven service.
Justin reflects on their 12-year journey together, from when K&D was a $1 million business to now a $20 million company and how Craig was one of the few vendors to scale with them, playing a key role in shaping their internal safety culture.
Craig shares actionable advice on launching employee-led safety committees, when to implement them, and how to get real results with full management buy-in. He also explains how safety programs can reduce insurance costs and become a long-term asset, not just an annual task.
Whether you're focused on scaling your company, improving internal safety, or building better vendor relationships, this episode is packed with practical insights from one of the most trusted names in trades insurance.

Michael Ding: How Bobyard Is Building AI Solutions For The Trades

In this episode of Trades Talk, host Justin White interviews Michael Ding, founder of Bobyard, a startup focused on leveraging AI to improve the landscaping industry. Michael shares his journey from growing up in Cupertino to building a company that trains AI models to read construction drawings, specifically for landscaping. The conversation delves into the importance of focusing on a niche, the challenges of implementing AI in traditional industries, and the significance of execution in startup success. Michael emphasizes the potential for AI to revolutionize estimating processes in landscaping, allowing companies to increase their capacity without necessarily hiring more staff. The discussion also touches on the vibrant startup ecosystem in San Francisco and the importance of attracting top talent in AI. Michael concludes with insights on the hard work and dedication required to build a successful startup, highlighting the lessons learned along the way.
 
Michael Ding LinkedIn
 
https://www.bobyard.com/
 
Chapters
00:00
Introduction to Bobyard and Michael Ding
02:19
The Evolution of Bobyard's Focus
05:50
Understanding AI in Construction
10:09
Narrowing Down to Landscaping
13:13
The Impact of Focused Strategy
15:39
Increasing Estimating Capacity with AI
18:06
The Role of Early Adopters in Technology
24:40
Commitment to Execution in Startups
29:02
Scaling Revenue Without Increasing Team Size
31:26
The AI Gold Rush: Opportunities and Challenges
32:09
The Startup Ecosystem: Hype vs. Reality
34:06
Investment Dynamics in AI
34:58
Evaluating AI Startups: Fundamentals Matter
39:23
Attracting Top Talent: The Engineer's Perspective
44:41
Future Vision: Smarter Drawings and Beyond
49:04
The Hard Truths of Startup Life
 

Carlos del Pozo: Solving the Hiring Crisis in the Trades with Team Engine

In this episode of TradesTalk, Justin White and Maggie Wymore sits down with Carlos del Pozo, founder of Team Engine, to dive into how technology can reshape hiring and retention for blue-collar industries like landscaping and construction.
Carlos shares how his background in small business and the military led him to develop Team Engine, a software platform built specifically to recruit, retain, and engage field-based workforces. From automated text communication with applicants to onboarding support and internal team messaging, Team Engine helps bridge the gap between office and field.
With turnover rates in the trades averaging 50% and some roles needing to be filled 4 to 5 times per year, Carlos shares why speed and consistency are the new keys to successful hiring. He outlines practical strategies including keeping your pipeline full year-round, responding to applicants faster, and even over-hiring to account for training time.
If you’re struggling to find and keep great people, this episode is packed with smart, tech-forward solutions you can implement today.
 
Team Engine Links:
https://www.linkedin.com/company/team-engine/
https://www.teamengine.io
 
Disruptor Links:
Disruptors Community Home Page
Landscape Intelligence Chat GPT
 

Paul Sanneman: Why You Should Never Stop Recruiting

In this episode of TradesTalk, Justin and Maggie are joined by Paul Sanneman, founder and CEO of Contractor Staffing Source, to dive into one of the most critical and misunderstood aspects of the trades industry: recruiting.
With over 50 years of experience coaching and working with more than 2,000 contractors, Paul brings a deep, no nonsense perspective on what it really takes to build a winning team. From the early days of pagers to the age of AI, he has seen how talent fuels growth and how the right hiring strategy can make or break a company.
Paul breaks down the biggest myths in the industry, including the idea that you should only recruit when you need someone or that internal hiring is always the best route. He makes the case for continuous recruiting, writing job ads that inspire, and outsourcing your hiring to experts who know how to find and evaluate top tier candidates.
Whether you are running a small team or scaling a multimillion dollar company, this episode will challenge how you think about hiring and give you the tools to do it better.