What if the key to standing out in a crowded market wasn’t just about what you sell, but the stories you tell?

In this episode of Scaling the Gap, host Madeleine MacRae sits down with Rich Harshaw, owner of Level 10 Contractor, to explore leadership, marketing strategies for contractors, and the transformative power of storytelling. Rich delves into the evolution of his company, highlighting the importance of standing out in a competitive market. Rich also shares his personal journey, including lessons learned from business challenges and the invaluable role of mentorship, offering actionable insights for contractors looking to elevate their marketing and build lasting client relationships.

Rich introduces his philosophy, "It's always something; it's never nothing," underscoring the inevitability of life's challenges and the importance of resilience in overcoming them. The conversation explores the distinction between pain and suffering, with Rich advocating for gratitude and perspective as tools to navigate life's ups and downs.

This episode leaves you with a reminder to appreciate what you have and embrace challenges as opportunities for growth. Let’s dive in!

Key Takeaways

• The role of introspection and leadership growth in driving business success.
• Tailored strategies for contractors in the home services industry to stand out.
• How authentic, relatable stories can transform marketing efforts.
• The importance of differentiation in a crowded market.
• Insights into navigating obstacles faced by smaller contractors.
• How personal experiences shape professional journeys.
• The value of mentorship and building industry relationships.
• Evaluating marketing materials for uniqueness and authenticity.
• Using relatable messaging to establish credibility with clients.
• Viewing challenges as opportunities for growth and learning.
• Understanding success as a subjective, perspective-driven concept.
• The importance of bouncing back from setbacks.
• Recognizing that while pain is inevitable, suffering is optional.
• Cultivating a mindset of appreciation for current circumstances.

• [00:00:00] Rich Harshaw's background
• [00:01:45] The meaning of Level 10
• [00:04:45] The Happy Money Promise
• [00:07:24] The importance of identity in marketing
• [00:08:30] Storytelling vs. platitudes
• [00:09:22] Using quality materials in marketing
• [00:11:51] The 'So What?' game
• [00:15:04] Connecting with customers through relatable stories
• [00:17:56] Rich's journey into marketing
• [00:25:01] Lessons from business failure
• [00:29:55] Success and personal definition
• [00:30:07] Facing challenges and appreciating what you have
• [00:37:03] Closing thoughts

• [00:05:38] "We had a customer install an HVAC system for $17,000, and the client felt overcharged. So, we refunded all their money, and they kept the system. That’s one way to fix a problem." — Rich Harshaw
• [00:12:23] "When someone acts like the table stakes of business are their calling card, it gets me going. We show up on time? Oh, goody. You have to be competent at an extreme minimum to earn and maintain your business." — Madeleine MacRae
• [00:14:42] "If we’re even one single minute late, you don’t pay. There’s no fine print, no hoops to jump through. It’s just free." — Rich Harshaw
• [00:22:24] "Having been a cash millionaire, I was in debt $3 million. That was my business exploding like the Hindenburg." — Rich Harshaw
• [00:25:28] "The fear of failure completely goes away once you've failed. It allows you to take more risk, controlled risk, of course." — Rich Harshaw
• [00:27:06] "I was in a pretty low moment, and I saw a sticker that said, 'But did you die?' I burst into laughter because it reminded me that even if you stumble, you’re still alive." — Madeleine MacRae

Rich Harshaw is a seasoned entrepreneur, business strategist, and the founder of Level 10 Contractor, a company dedicated to helping contracting businesses achieve exponential growth and operational excellence. With over two decades of experience in the construction industry, Rich has established himself as a leading authority in business development, marketing, and strategic planning for contractors.

Rich's journey began with his own contracting business, where he honed his skills and developed a deep understanding of the challenges faced by contractors. Leveraging this hands-on experience, he transitioned into consulting, where he has helped countless contracting businesses streamline their operations, increase profitability, and scale effectively.

At Level 10 Contractor, Rich and his team provide a comprehensive suite of services, including business coaching, marketing strategies, and operational consulting, all tailored to the unique needs of contracting businesses. Rich is also a sought-after speaker and author, sharing his insights and expertise through various platforms to empower contractors to reach their full potential.

Resources and Links

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• Episode on The Level 10 Contractor Daily Podcast: 1902: Getting Serious About Scaling Your Business (Madeleine MacRae)