The $100 Million Mindset

Scaling your business isn’t about luck...it’s about mindset, marketing, and building the right community around you. In this episode of The $100 Million Mindset, Todd Liles & Alan O'Niell sit down with industry icon Matt Michel to reveal what separates small contractors from those who grow into multi-million-dollar giants. Matt shares powerful lessons from growing Service Nation and the Service Roundtable, including how to avoid shiny object syndrome, why community trumps price, and what life looks like after selling your business. What's Inside: -Why marketing is everything—and everything is marketing -How great leaders step aside so their team can shine -The mindset shift from a $2M contractor to a $20M contractor -Why chasing every new tool or trend can stall your growth -How community and connection create loyal customers beyond price -The emotional reality of selling your business—and finding purpose afterward If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy. Resources & Links: 📌 Connect with Todd Liles: Website | Instagram | Linkedin 🔗 Full show notes and resources: www.toddliles.com/mindset

In Part 2 of our in-studio conversation with legendary ad wizard Roy H. Williams, we go deeper than tactics. This is a raw, no-BS masterclass in what it really takes to build a brand that sticks. Roy unpacks why emotional storytelling beats clever slogans, why most business owners don’t have the courage to lead their brand—and how your story can become your superpower. You’ll hear the real reason he walked away from short-term marketing wins, how he finds clients with staying power, and what makes ads like Scudamore’s “Shield of Love” and Elmer’s tribute to his mom so powerful. Spoiler: these ads can’t be copied—and that’s the whole point. Roy challenges entrepreneurs to stop hiding behind mascots and logos and start building something only they could create. Because if you’re not willing to be the face of your brand, maybe you shouldn’t be building it. What's Inside: -Why storytelling beats logic in high-ticket advertising -How to build a brand no competitor can steal -The trap of short-term wins and “click-chasing” -Why brand is more than a logo—it’s your values made visible -What makes an ad unforgettable (and unstealable) If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy. Resources & Links: 📌 Connect with Todd Liles: Website | Instagram | Linkedin 🔗 Full show notes and resources: www.toddliles.com/mindset

He’s the Wizard of Ads, and he’s rewriting how you think about marketing. In this episode of The Wizard of Ads, Roy H. Williams joins Todd Liles for Part One of a two-part masterclass on branding, belief, and building businesses that actually stand for something. Roy isn’t talking fluff...he’s sharing the frameworks behind some of the most iconic campaigns in home services. From Morris-Jenkins to Eco Plumbers, every ad he creates starts with one mission: find the truth, make it human, and make it stick. You’ll hear about Roy’s “Character Diamond” framework (used in every ad he writes), how he helps owners uncover the story hiding in plain sight, and why boring brands always fail—no matter how big their budget. This is branding at its most real, raw, and resonant. What's Inside: -Why belief comes before results—and how to borrow it when you need to -How to turn a company into a brand people root for -What makes stories powerful (and why you can’t fake them) -Why logos don’t matter—but character does -The truth about Roy’s favorite cheat code: human contradiction If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy. Resources & Links: 📌 Connect with Todd Liles: Website | Instagram | Linkedin 🔗 Full show notes and resources: www.toddliles.com/mindset

Ellen Rohr thought she was crushing it—until she hit a wall. Her business was in financial trouble. Her marriage was on the edge. And the truth was, she couldn’t even read her own P&L. In this episode of The $100 Million Mindset, Ellen shares the raw, unfiltered story of how she turned things around—starting with one bold decision: learning the numbers. You'll hear exactly how she went from survival mode to scaling a $40M legacy business—and how you can do the same. Whether you're a contractor, entrepreneur, or service business owner, this is a must-watch episode on financial leadership, business clarity, and scaling with confidence. What's Inside: The top financial mistakes business owners make How “napkin math” can save your business What to do when your team (or spouse) doesn’t trust you Why knowing just a few numbers changes everything How to lead with clarity—even under pressure If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy. Resources & Links: 📌 Connect with Todd Liles: Website | Instagram | Linkedin 🔗 Full show notes and resources: www.toddliles.com/mindset

What does it really take to go from sweeping floors to leading a $100 million business? In this episode of The $100 Million Mindset, Todd Liles and Alan O’Neill sit down with Jonathan Bancroft, Wrench Group Regional CEO and author of Mr. Jenkins Told Me, to unpack the transformation behind the title. Jonathan’s story is one of grit, mentorship, and character—how a $9/hour apprentice became a servant-hearted CEO by living out timeless leadership principles. Whether you're trying to build a legacy business or develop future leaders, this episode delivers the mindset shift needed to lead with humility, scale with integrity, and stay grounded while growing big. You’ll Learn How To: -Rise through the ranks without shortcuts -Build leadership through mentorship and repetition -Develop a performance culture that actually sticks -Lead people by values—not ego -Celebrate wins in ways that multiply momentum -Create loyalty through handwritten moments and human connection Mentioned in This Episode: Mr. Jenkins Told Me by Jonathan Bancroft Morris-Jenkins Home Services Scaling Up by Verne Harnish If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy. Resources & Links: 📌 Connect with Todd Liles: Website | Instagram | Linkedin 🔗 Full show notes and resources: www.toddliles.com/mindset

The unlikely path from teenage janitor to powerhouse CEO and fitness leader. In this episode of The $100 Million Mindset, Todd Liles and Alan O’Neill sit down with Lynn Tomasek, CEO of Brothers Plumbing, Heating & Electric. Lynn’s story is one of grit, discipline, and heart. From cleaning bathrooms at 13 to running a $25M+ home service company, she’s proof that leadership isn’t about title—it’s about tenacity. They unpack how fitness rebuilt her confidence, why perfectionism was holding her back, and how slowing down helped her scale up—with the right people in the right seats. You’ll learn how to: -Build trust and leadership credibility through experience—not just authority -Use tools like Culture Index to hire for values and role fit -Turn physical discipline into mental resilience and business clarity -Let go of perfectionism and lead with authenticity -Leave a legacy that goes beyond revenue Mentioned in This Episode: The Culture Index for hiring and team alignment The 12 Week Year framework for focus and execution The Miracle Morning and fitness as leadership fuel Overcoming perfectionism and people-pleasing Why small wins in fitness build massive momentum in business If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy. Resources & Links: 📌 Connect with Todd Liles: Website | Instagram | Linkedin 🔗 Full show notes and resources: www.toddliles.com/mindset

It’s every owner’s nightmare: your highest-producing tech is also the one creating the most chaos. In this episode of The $100 Million Mindset, Todd Liles and Alan O’Neill sit down with Steve Egner of Steve’s Plumbing to unpack one of the hardest leadership calls you’ll ever face—firing your top performer for the sake of your team and culture. What followed was a total rebuild, a new hiring philosophy, and a business stronger than ever. This episode is a roadmap for owners navigating team dysfunction, culture clashes, and the cost of misaligned talent. You’ll learn how to: -Fire for values, not just performance -Rebuild your company culture from the ground up -Use systems and inspections to raise standards -Develop apprentices instead of hiring egos -Lead your company without staying in the truck -Scale through clarity, accountability, and grit Mentioned in this episode: The firing that protected the long-term culture Mandatory inspections and high-accountability systems The Culture Index and values-based hiring Steve’s story of near financial collapse—and total rebuild Apprenticeship that builds people, not just skill Leadership transitions and stepping out of the truck If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy. Resources & Links: 📌 Connect with Todd Liles: Website | Instagram | Linkedin 🔗 Full show notes and resources: www.toddliles.com/mindset

Aaron Hagan almost lost everything—his business, health, and family. In this episode of The $100 Million Mindset, Todd Liles sits down with Aaron to unpack how a challenging conversation at home sparked a total transformation in how he led his people, built systems, and scaled the company. From near-bankruptcy to launching high-performing locations across multiple cities, Aaron’s story proves that true growth only happens when you stop trying to do it all yourself. This episode is about grit, humility, faith, and the power of leading with vulnerability. You’ll learn how to: -Scale your business by empowering leaders, not just building systems -Let go of control without losing standards -Recognize when competition is killing your culture -Recover from failure—and use it to lead better -Build with purpose, integrity, and faith -Train your next generation of operators and leaders Mentioned in this episode: The family conversation that changed Aaron’s leadership forever The cost of toxic competition and the shift to core values Systems vs. people: what really scales a company Why faith became Aaron’s anchor in leadership Training programs for operators—not just techs Franchise growth vs. independent ownership Building teams that multiply—not drain—your momentum If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy. Resources & Links: 📌 Connect with Todd Liles: Website | Instagram | Linkedin 🔗 Full show notes and resources: www.toddliles.com/mindset

Join Jimmie Dale, CEO of Baker Brothers Plumbing, Air & Electric, as he shares his journey of transforming a family business into a multi-service leader. He dives into unconventional leadership tactics, the power of hiring outside the trades, and the importance of transparency in fostering a positive culture. Learn how strategic private equity partnerships can enhance growth without compromising values, and discover the significant role of brand consistency in dominating the market—all built on his philosophy of serving first.

James and Michael Kuzmanovsky, co-founders of Alliance Climate Control, share their inspiring journey from immigrants to leaders in Sydney's HVAC market. They discuss building a high-integrity business focused on premium service and strong company culture. The brothers emphasize the importance of internal training, robust partnerships, and shared family values in achieving their ambitious goal of $100 million. They also reflect on the true meaning of success, which extends beyond financial gains to encompass personal growth and meaningful relationships.