Building a Growth Machine: A Landscape Founder’s Raw Take on Leadership with Ivan Katz

Stop Chasing Competitors and Start Building a Category of One — Jeff Korhan’s Blueprint for Landscape Companies

Jeff Korhan, founder of Treemendous Landscape Company® (suburban Chicago) and now marketing strategist at TrueNature.com, brings over 20 years of hard-won experience running a residential design-build landscape company — and another decade helping green industry companies sharpen their brand, win better clients, and grow with intention. Jeff went from corporate America (chemistry and oil) to building an award-winning landscape firm, then transitioned into consulting, speaking, and authorship. In this episode, he gets into the strategies that actually moved the needle for his business and how landscape company owners can apply those same principles today — including how AI is completely flipping the SEO playbook and what you need to do about it right now. Key Takeaways: Brand your process, not just your company — Jeff named his design-build method the “Intelligent Landscape System,” which opened doors, justified design fees, and attracted top talent who wanted a system to follow Use awards strategically — Winning industry awards (including a NALP Grand Award) forced his team to raise their standards and gave them real proof points to back up premium pricing Turn educated clients into your sales force — Teaching clients the why behind your methods (proper pruning, engineered hardscapes, etc.) made them vocal advocates who referred the right kind of customers Communication is a competitive weapon — Consistent follow-up, newsletters, and multi-channel outreach built relationships that competitors couldn’t touch, especially when most didn’t even call back Stop obsessing over the competition — Jeff’s biggest mindset shift was focusing on what made him unique rather than reacting to what competitors were doing or charging The AI SEO shift is real and it’s now — Forget keyword stuffing; Jeff explains why landscape companies need an “AI summary page” on their website written in plain conversational language so ChatGPT, Gemini, and other LLMs can accurately recommend and describe your business Meaningful work drives longevity — When Jeff chased commercial contracts against his company’s residential identity, he lost good people; going back to their core niche turned everything around Strategy vs. a plan — Most companies have a to-do list, not a real strategy; Jeff breaks down what it actually means to build conditions for success and align your team around a shared vision The post Stop Chasing Competitors and Start Building a Category of One — Jeff Korhan’s Blueprint for Landscape Companies [https://jeffreyscott.biz/stop-chasing-competitors-and-start-building-a-category-of-one-jeff-korhans-blueprint-for-landscape-companies/] appeared first on Jeffrey Scott [https://jeffreyscott.biz].

How AI Is Cutting Landscape Estimating Time by 70% — Inside Bobyard with Founder Michael Ding

If your estimators are buried in takeoffs, passing on bids because there just isn’t enough time, or manually counting plants for hours on end — this episode is going to hit close to home. Jeffrey Scott sits down with Michael Ding, founder of Bobyard, a San Francisco-based AI-powered takeoff and estimating platform purpose-built for the construction and landscape industry. Michael breaks down how Bobyard uses computer vision models (not your typical ChatGPT-style AI) to read complex construction drawings and automate the most time-consuming parts of the estimating process — cutting takeoff time by 50% to 70%, and in some cases 80%. They dig into how the technology actually works, why landscaping was the most difficult construction niche to crack, the real ROI for companies of all sizes, and what it means to increase the “leverage” of every estimator on your team. Michael also opens up about his leadership philosophy — from hiring only high-caliber talent with a brutally rigorous interview process, to the discipline of repeating your vision until your team is tired of hearing it. Whether you’re a $2M owner doing your own takeoffs on weekends or a $20M company with a full estimating team, this conversation will change how you think about AI, bidding strategy, and business growth. TAKEAWAYS AI takeoff software vs. traditional estimating tools: Bobyard uses computer vision models — not large language models like ChatGPT — to visually interpret construction drawings the way a human estimator would, making it uniquely suited for the non-standardized, highly complex world of landscape plans. 50%–80% faster takeoffs are real and demonstrable: Bobyard runs live demos using the prospect’s own drawings, completing in 20 seconds what typically takes two hours — so you see the ROI before you ever sign a contract. Landscaping is the hardest construction niche to automate — and that’s a competitive moat: Because there’s zero standardization in landscape drawing notation (unlike electrical or plumbing), Bobyard had to solve a foundational AI problem that will now power their expansion into 20–30 additional construction trades. Don’t pass on bids because you’re too busy — that’s a tech problem, not a capacity problem: Michael makes the case that passing on a project due to estimating bandwidth has nothing to do with your crew quality or company reputation — and that’s exactly the problem Bobyard was built to fix. AI increases estimator leverage, it doesn’t replace them: Bobyard handles the “middle of the workflow” — the counting, quantifying, and flagging of ambiguous decisions — while your estimators focus on the high-value work: relationships, strategy, and winning bids. Hiring philosophy that attracts top talent: Bobyard writes custom, insanely difficult interview problems rather than using generic coding tests — and high-caliber candidates actually accept offers because of how rigorous the process is. It signals the company is serious and values intelligence. Repeat your vision until people are sick of hearing it: As Bobyard tripled headcount in four months, Michael learned that clearly and relentlessly communicating goals — doubling revenue every quarter — is one of the most critical leadership skills as your company scales. ROI looks different depending on your company size: For smaller companies, Bobyard gives owners their nights and weekends back. For mid-size and large firms, it means estimators can shift from clicking on plants to managing client relationships, getting promoted, and driving more revenue. The construction industry’s productivity problem is decades old — and AI is the fix: Construction worker productivity has actually declined since the 1970s relative to the rest of the U.S. economy. Bobyard is directly targeting that gap with a product that makes estimating teams 3x more productive. 🎟️ Summer Growth Summit — Detroit, August 18–20 Michael will be on the AI panel live at this year’s Summit — don’t miss the chance to see Bobyard in action and connect with the sharpest minds in the landscape industry. Early bird ends June 26. Save $300 per ticket. Register here: https://jeffreyscott.biz/summer-growth-summit-26/ [https://jeffreyscott.biz/summer-growth-summit-26/] The post How AI Is Cutting Landscape Estimating Time by 70% — Inside Bobyard with Founder Michael Ding [https://jeffreyscott.biz/how-ai-is-cutting-landscape-estimating-time-by-70-inside-bobyard-with-founder-michael-ding/] appeared first on Jeffrey Scott [https://jeffreyscott.biz].

Storytelling: A Leadership Superpower with Jeffrey Scott. Learn to Teach, Lead, and Inspire Through Stories

If you’ve ever fumbled through a presentation, relied too heavily on data slides, or watched your team’s eyes glaze over mid-meeting — this episode is your fix. Jeffrey Scott breaks down why storytelling is the most underrated leadership skill in the landscape industry, and how any owner or manager can master it. Drawing from his hands-on work coaching speakers for the Summer Growth Summit, Jeffrey walks you through exactly what separates a forgettable talk from one that moves people to action. Whether you’re addressing five employees or a room of 500, the frameworks he shares here — including a proven 6-point keynote structure — are immediately usable. This isn’t theory. It’s the same playbook Jeffrey uses with real landscape company founders and their teams to turn technical knowledge into stories that stick. 🚨 Super early bird ends May 8th! Register now and save $400 per ticket: https://jeffreyscott.biz/summer-growth-summit-26/ [https://jeffreyscott.biz/summer-growth-summit-26/] Key Takeaways: Why storytelling beats data every time — Facts inform, but stories move people. Numbers go over heads; a well-told story hits the gut and gets remembered. The 4 pillars of a strong business story — Every powerful story needs a punchy opening, tension (a real problem), resolution with a lesson, and a clear call to action. The 6-point keynote framework — Start with a bang → personal + business intro → define the problem → present solutions → show results → close with a call to action. Use this for any talk, from a 20-minute team huddle to a 45-minute keynote. The #1 rookie mistake — Giving away the punchline too early. If you lead with your best result or credential, you kill the suspense. Save the proof for the end. Stories every landscape leader should have ready — Your origin story, a time you majorly messed up and recovered, a client win, and a team-pulled-together moment (think: snowstorm, brutal rainy season, late-season scramble). Why your clients are your best storytellers — Invite a client to speak directly to your crew. The same message you’ve said 10 times lands completely differently coming from the person writing the checks. Humor isn’t optional — It’s a leadership tool. When people laugh, they open up, trust you faster, and are more receptive to what you’re teaching. Self-deprecating humor works especially well. How to help non-storytellers find their story — Start with challenges they’ve overcome. Everyone has them. That’s where the gold is. Chronology is your friend — Structure talks in time order. It’s the easiest format for both speaker and audience to follow and retain. 4 ways to get comfortable on stage — Practice in a mirror, present to a small (honest) audience, record yourself, and consider hiring a presentation coach for high-stakes talks. The post Storytelling: A Leadership Superpower with Jeffrey Scott. Learn to Teach, Lead, and Inspire Through Stories [https://jeffreyscott.biz/storytelling-a-leadership-superpower-with-jeffrey-scott-learn-to-teach-lead-and-inspire-through-stories/] appeared first on Jeffrey Scott [https://jeffreyscott.biz].

From Door Knocking to $20M+: Troy Clogg’s Blueprint for Building a Landscape Empire The Right Way

Troy Clogg, Founder of Troy K. Clogg Landscape Associates, based in Farmington Hills, Michigan, sits down with Jeffrey Scott to share the unfiltered story behind building a $20 million landscape and snow business from the ground up. Troy started the way most of us do — knocking on doors as a teenager, cutting grass four square miles at a time. Fast forward a few decades and he’s closing in on $20 million in revenue, with his first employee still on the crew after 40 years, a supply house built around a hot pink de-icer, and a company culture rooted more in humanity than P&L margins. He pulls back the curtain on what actually drove his growth — from offering full-time salaries in the trades before it was common, to running door-hanger campaigns with handwritten notes, to an upcoming acquisition that marks his first real move away from purely organic growth. He’s also refreshingly honest about what doesn’t work: he straight-up tells you the supply house doesn’t make money and why most contractors shouldn’t open one. Troy is a co-host at the Summer Growth Summit, August 18–20 in downtown Detroit — and if you’re a landscape or snow business owner ready to stop guessing and start scaling, this episode is your preview of what’s coming. 🎟️ Super early bird ends May 8th! Register now and save $400 per ticket. 👉 https://jeffreyscott.biz/summer-growth-summit-26/ [https://jeffreyscott.biz/summer-growth-summit-26/] KEY TAKEAWAYS: Starting from zero works — if you’re willing to knock on doors. Troy built a base of 447 customers within four square miles as a teenager using nothing but door knocking and flyers — no internet, no social media, no shortcuts. Paying full-time salaries before it was industry standard was a game-changer. Offering year-round employment in the trades was rare in Troy’s early days — and it’s a big reason why his first employee, Greg, is still with him after 40 years. Employee retention is a culture decision, not an HR strategy. Troy attributes his long-tenured team to transparency, high expectations, safety, security, and genuinely caring about people — treating the business more like a family than a corporation. Snow and design-build drive the highest margins. Troy breaks down which parts of his business are most profitable — snow removal, design-build, tree work, and fertilizer all lead, while lawn cutting has become increasingly tight. The supply house is a passion project, not a profit center — and Troy will tell you that straight. He’s transparent that the supply yard rarely makes money, and cautions other contractors to think hard before opening one unless the motivation isn’t primarily financial. Hot pink branding wasn’t a gimmick — it became a philanthropic movement. The Hot Pink De-icer started as a product and grew into a charity-driven brand identity that now funds community fundraisers and gives Troy a platform to give back while building business. Door hangers + handwritten notes still work in 2025. Troy still uses neighborhood door-hanger campaigns combined with personal handwritten messages when crews are working nearby — and he measures results to prove it. Organic growth is powerful, but smart acquisitions can accelerate it. Troy has grown almost entirely through organic means, but reveals he’s about to sign his first acquisition deal — a strategic move for good people in a great location. Authenticity is your brand. From the hats he wears to still cutting his own grass with a vintage mower, Troy’s identity and business identity are the same — and he credits the years he tried to be different as the ones that didn’t go well. The Summer Growth Summit in Detroit is the place to dig deeper. Attendees will get a company tour, meet the long-tenured crew, see how Troy designs his facility for both summer and winter operations, and hear him speak on branding, charity, and scaling. 🔗 Link mentioned by Troy Clogg: https://hotpinkhelpers.com/ [https://hotpinkhelpers.com/] The post From Door Knocking to $20M+: Troy Clogg’s Blueprint for Building a Landscape Empire The Right Way [https://jeffreyscott.biz/from-door-knocking-to-20m-troy-cloggs-blueprint-for-building-a-landscape-empire-the-right-way/] appeared first on Jeffrey Scott [https://jeffreyscott.biz].

Building a Growth Machine: A Landscape Founder’s Raw Take on Leadership with Ivan Katz

In this episode, Jeffrey Scott sits down with Ivan Katz, founder of Great Lakes Landscape Design just outside Detroit, Michigan. Ivan’s been in the game for 37 years, but he’s moving like he’s just getting started. They dive into four surprise questions—from what he wants attendees to notice during his new facility tour, to the one thing he believes he does better than almost anyone else (hint: it’s not just design work). Ivan gets real about the hardest transition he’s made: moving long-time, loyal employees off his leadership team and bringing in outside talent without blowing up the culture. He also calls out where too many contractors settle—especially around training and promoting people into roles they’re not ready for. Plus, Ivan shares why he keeps bringing big teams to the Summer Growth Summit year after year, and what’s changed now that he’s co-hosting. If you’ve ever struggled with scaling, loyalty vs. performance, or keeping your team hungry, this one’s for you. Summer Growth Summit (Aug 18-20): The super early bird discount ends May 8th. For more info and to register, click this link: https://jeffreyscott.biz/summer-growth-summit-26/ [https://jeffreyscott.biz/summer-growth-summit-26/] Key Takeaways: Facility as a growth tool: Ivan’s new 33,000 sq. ft. space isn’t just bigger—it’s designed around workflow, team movement, and intentional growth. He’s staying disciplined to avoid “deferred maintenance” creep. 70%+ repeat business isn’t luck: Most of their revenue comes from existing clients, and over a third is recurring contract work. They treat projects like annuities, stretching big visions over multiple years. Hardest move? Removing legacy leaders: Ivan pulled four long-term employees off his leadership team—including a 24-year vet—to make room for new thinking. It was emotional, messy, and necessary. Where owners settle: Promoting a good foreman to production manager without real training. Ivan says the industry gets complacent—real growth means building people up intentionally, not just filling seats. Bringing the whole team to a summit: Ivan’s not just attending the Summer Growth Summit anymore—he’s co-hosting. He’s using the event as a catapult, giving his people speaking slots, Slack channels, and real ownership over the experience. Being present > being busy: After losing his phone and dealing with IT outages, Ivan’s doubling down on showing up fully—with family, team, and clients. Clear words and real presence beat speed every time. The post Building a Growth Machine: A Landscape Founder’s Raw Take on Leadership with Ivan Katz [https://jeffreyscott.biz/building-a-growth-machine-a-landscape-founders-raw-take-on-leadership-with-ivan-katz/] appeared first on Jeffrey Scott [https://jeffreyscott.biz].