In this engaging conversation, Joe Crisera, an author and mentor for home service professionals, shares his journey from struggling contractor to industry leader. He reveals how prioritizing quality, reliability, safety, and health—through his concept of 'Pure Motive Service'—can transform business success. Joe discusses the importance of offering multiple pricing options to enhance customer satisfaction and profitability. He also emphasizes managing opportunities and utilizing effective marketing to build trust and standout in a competitive market.