Ep 661. The Story Brand One-Liner: Crafting the Perfect Pitch

Today's episode is another Instagram Live session, in which the Caleb discusses a variety of topics. Caleb offers insights into business operations, including the challenges of winter work, managing equipment maintenance through systems like Slack and GPS tracking, and the crucial importance of financial planning and cash flow projection with the help of a fractional CFO, Cycle CPA. Additionally, he promotes several industry contacts and companies, shares details about upcoming Hardscape Academy training sessions, and discusses the significance of key performance indicators like Revenue Per Hour and struggles with job costing. LeanScaper Revenue Intensive (January 20 & 21, 2026 in January 20 & 21) Auman Landscape on YouTube Primed For Growth www.companycam/kcpodcast Company Cam- 50% for 2 months! Linktree/AumanLandscape @aumanlandscapellc www.CycleCPA.com  Use code: Auman and save $200 when signing up. LMN Software Save on onboarding! Code: AUMAN

Caleb candidly discusses feeling exhausted and unmotivated near the end of the year, despite the overall success and growth of his landscape contracting business. He shares his struggles with finishing projects, a $6,000 mistake involving light fixtures, and the challenges of scaling a business, tying his personal fatigue to his company's operational pressures. Throughout the discussion, he emphasizes the importance of authenticity and sharing vulnerabilities with his audience, contrasting his fatigue with the many things he has to be grateful for, referencing Maslow's hierarchy of needs. Finally, Caleb briefly explains and advocates for the problem-solving technique of first principles thinking. LeanScaper Revenue Intensive (January 20 & 21, 2026 in January 20 & 21) Auman Landscape on YouTube Primed For Growth www.companycam/kcpodcast Company Cam- 50% for 2 months! Linktree/AumanLandscape @aumanlandscapellc www.CycleCPA.com  Use code: Auman and save $200 when signing up. LMN Software Save on onboarding! Code: AUMAN

Much of the discussion revolves around business management and growth strategies within the green industry, including a focus on the benefits and challenges of hiring and managing a Virtual Assistant (VA), discussing topics like onboarding, delegation, and specialization. The hosts, Caleb and Britney Alman, also cover aspects of business systems and Standard Operating Procedures (SOPs), touch on financial and equipment pricing methods using LMN software, and mention team communication tools like Slack.  LeanScaper Revenue Intensive (January 20 & 21, 2026 in January 20 & 21) Auman Landscape on YouTube Primed For Growth www.companycam/kcpodcast Company Cam- 50% for 2 months! Linktree/AumanLandscape @aumanlandscapellc www.CycleCPA.com  Use code: Auman and save $200 when signing up. LMN Software Save on onboarding! Code: AUMAN

Caleb begins by mentioning a difficult but productive date night with Brittany to resolve internal company disagreements, referencing advice from a marriage coaching service. He then transitions to business topics, including dealing with seasonal challenges, giving updates on an employee's band gig, and addressing delays in posting YouTube content due to staffing issues. The core of the episode revolves around several sound bites and quotes on business strategy, notably a segment on creating an effective, three-part elevator pitch (problem, answer/product, end result) based on the Building a Story Brand methodology. He also shares clips about increasing efficiency and margin for valuable service companies, using an advanced ChatGPT prompt for better results, and leveraging tax codes for business deductions by establishing a board of advisors. Finally, Caleb discusses the importance of shifting terminology from "laborer" to "apprentice" to signify future growth, emphasizing that all successful business efforts—from landscaping to outsourcing cleaning—should be viewed through the lens of maximizing enterprise value. Auman Landscape on YouTube Primed For Growth www.companycam/kcpodcast Company Cam- 50% for 2 months! Linktree/AumanLandscape @aumanlandscapellc www.CycleCPA.com  Use code: Auman and save $200 when signing up. LMN Software Save on onboarding! Code: AUMAN

The episode is marked by Caleb & Brit's humor, touching upon their construction company's operational issues, including Brittany's struggles with her evolving CEO responsibilities and Caleb's resistance to new policies. Practical business discussions focus on the philosophy of using debt to finance growth and assessing the value of expensive tools like a crusher bucket. Throughout the show, Caleb also shares personal anecdotes, such as a trip to the orthodontist and the accidental destruction of a $36,000 client check. Finally, the hosts play a game identifying key advice, or "isms," from industry colleagues regarding the importance of basing big decisions on both faith and data. Auman Landscape on YouTube Primed For Growth www.companycam/kcpodcast Company Cam- 50% for 2 months! Linktree/AumanLandscape @aumanlandscapellc www.CycleCPA.com  Use code: Auman and save $200 when signing up. LMN Software Save on onboarding! Code: AUMAN

In todays episode, we go thorugh and share our work truck inventory list. Auman Landscape on YouTube Primed For Growth www.companycam/kcpodcast Company Cam- 50% for 2 months! Linktree/AumanLandscape @aumanlandscapellc www.CycleCPA.com  Use code: Auman and save $200 when signing up. LMN Software Save on onboarding! Code: AUMAN

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Caleb outlines the operational success and business philosophy behind his multimillion-dollar contracting company. A significant portion of the discussion focuses on improving standard operating procedures, such as developing maintenance checklists for machinery to ensure proper training and safety adherence among young apprentices. The core philosophical takeaway is adopting a holistic Return on Investment (ROI) mindset, which applies not only to financial expenditures but also to time management and personal growth. Caleb emphasizes that current activities, such as investing in business development or personal education, dictate the company's performance six to eighteen months in the future. He also advises business owners to analyze their most frustrating, recurring problems and consider solutions through an ROI framework, noting that the solution's returns often include crucial intangible benefits, such as reduced stress and improved family relationships. Auman Landscape on YouTube Primed For Growth www.companycam/kcpodcast Company Cam- 50% for 2 months! Linktree/AumanLandscape @aumanlandscapellc www.CycleCPA.com  Use code: Auman and save $200 when signing up. LMN Software Save on onboarding! Code: AUMAN

Caleb's focus today is on gratitude and the concept of realizing that the challenges and exhaustion faced today are often the very results of the growth and success one previously dreamed of. He reflects on his past failures, emphasizing that humility and a willingness to learn from brokenness are crucial for continuous personal and professional development. Caleb concludes by sharing a personal prayer that seeks wisdom and gentle instruction rather than having to be taught lessons the hard way, ultimately expressing thanks to God for all experiences. Auman Landscape on YouTube Primed For Growth www.companycam/kcpodcast Company Cam- 50% for 2 months! Linktree/AumanLandscape @aumanlandscapellc www.CycleCPA.com  Use code: Auman and save $200 when signing up. LMN Software Save on onboarding! Code: AUMAN