Register for LeanScaper's Revenue Intensive here: https://leanscaper.com/events/revenue-intensive

If you’re a landscaper trying to grow your business, content isn’t about going viral—it’s about becoming the obvious choice in your market.

In this episode, Benji sits down with Brian Fullerton to break down what actually matters when it comes to content, social media, and long-term brand trust in local service businesses. This is not an episode about algorithms or posting hacks. It’s about credibility, consistency, and calm leadership—and why most contractors misunderstand content entirely.

Brian shares what he’s learned after nearly a decade of building a community, answering thousands of DMs, and growing a blue-collar business in public. If you’ve ever felt invisible, unsure where to start, or worried about looking stupid online, this conversation will reset how you think about content.

You’ll learn:
• Why content is now part of your credibility infrastructure
• How the best local landscapers become the name clients think of first
• Why “going viral” is the wrong goal for service businesses
• How to turn real job sites into authentic content—without forcing it
• What not to post if you care about trust and professionalism
• How to stop worrying about what people think and just start

00:00 Why content now matters more than ever for landscapers
03:10 How customers actually decide who to hire today
06:15 Company A vs Company B: the 3-year content gap
09:45 Why content is a long-term investment, not a test
11:00 Should landscapers start with YouTube, Instagram, or something else?
18:30 The real goal of content: building a community, not followers
24:00 Why chasing virality hurts local service businesses
27:40 Turning daily job sites into real, compelling content
33:45 What not to post if you want trust and professionalism
35:10 Benji’s ICP framework: hires, customers, and partners
40:30 Showing wins and mistakes without losing credibility
46:20 Fear, confidence, and the 18–45–65 rule
49:00 Final mindset shift: nobody is paying attention—and that’s freeing

Register for LeanScaper's Revenue Intensive here: https://leanscaper.com/events/revenue-intensive

Why do so many business owners achieve everything they set out to build… yet still feel a quiet emptiness underneath it all?

In this conversation, Benji sits down with Philip McKernan to explore why success often feels misaligned, why old wounds silently shape our ambition, and what it takes to shift from proving yourself to actually living in alignment. This episode is a grounded, honest look at the emotional and psychological patterns entrepreneurs rarely talk about—but deeply feel.

In this episode: • Why success doesn’t guarantee fulfillment • How trauma shapes ambition and leadership • The “I’ll show you” fuel that eventually burns out • The three mountains and the cost of staying on the wrong one • How to start reconnecting with work that feels true

Timestamps
00:00 Opening and setup
01:26 Why emotional alignment matters more than achievement
04:16 How trauma quietly drives many entrepreneurs
07:38 The danger of building a life to prove someone wrong
11:14 Understanding ego in a healthier, more honest way
14:26 The myth of “escape velocity” and waiting to feel free
18:53 What it takes to step into the next mountain
27:38 Simple first steps to reconnect with purpose

Register for LeanScaper's Revenue Intensive here: https://leanscaper.com/events/revenue-intensive

In this episode of the LeanScaper Podcast, Benji sits down with Justin White, CEO of K&D Landscaping, to break down what actually drives revenue growth in a landscape business.

Justin shares his journey from being thrust into the CEO role at 25 years old to scaling K&D from ~$1.5M to over $20M in annual revenue. Together, they unpack the boring but powerful principles that create predictable growth—things like standardized sales processes, labor hour management, focusing on what you’re already great at, and spending more time with your A-players.

If you’re tired of chasing shiny objects and want to build a real revenue engine that scales, this conversation is for you.

00:00 – Intro & welcome
01:20 – Justin’s family business story & sudden move into the CEO role
04:00 – Learning leadership the hard way at 25
07:00 – Casting a big vision before you believe it
10:20 – Unhealthy beliefs landscapers have about revenue growth
13:30 – The “boring” systems that actually scale revenue
18:45 – Why standardized sales processes reduce stress
22:30 – Doing more of what your company is already great at
26:45 – Labor hour management as the master KPI
31:00 – How to improve estimated vs. actual labor hours
36:00 – Spending more time with A-players
40:00 – Final rapid-fire insights & closing thoughts