In his second appearance, green-industry coach Jeffrey Scott reveals why landscaping companies should see themselves as people developers above all else. Rob Murray digs into Jeffrey’s strategies for creating a “destination company” where employees thrive and profits follow.
“Stop seeing yourself as a landscaper who hires people. Start seeing yourself as a people developer who happens to do landscaping—and watch your business truly flourish.” — Jeffrey Scott
[00:00] Introduction & Jeffrey’s Encore
Rob Murray welcomes Jeffrey Scott back to the show and highlights his reputation as a top-tier entrepreneurial coach in the green industry.
[00:47] Quick Background Check
Rob gives a nod to Jeffrey’s journey—running his own landscape business before transitioning into coaching and peer groups.
[01:09] The ‘Upper Echelon’ of Green Industry Coaching
Jeffrey’s name surfaces wherever landscapers gather, thanks to his proven track record in helping companies scale effectively.
[02:39] Rebranding: From Landscaping to People-Development
They discuss why the most successful owners consider themselves training and development companies that just happen to do landscaping.
[04:01] Lessons from Jeffrey’s Father
Jeffrey recounts how his dad insisted they were “in marketing” above all else, and how that perspective evolved into a people-first approach.
[05:06] Customer Obsession vs. Employee Centricity
They explore how employees and customers both come first—yet in different ways—and why balancing these priorities fuels growth.
[07:24] Creating Core Values That Stick
Jeffrey explains why core values should govern how employees treat each other, separate from a company’s external service ethic.
[11:04] Clarity & Firing Tactics
They examine how removing bad fits can actually boost revenue, and why clear roles and accountability encourage toxic players to self-select out.
[14:16] Become a ‘Destination Company’
Jeffrey suggests running employee Net Promoter Score (NPS) surveys and building training time into the budget to attract and retain top talent.
[20:19] Radical Culture Overhauls
They share a case study of a leader who fired most of his staff after a snowstorm debacle, rebuilt the culture, and achieved significant growth.
[24:21] Building a Real Leadership Team
Jeffrey details the move from a hub-and-spoke model to a proper hierarchy, specializing roles so leaders aren’t stretched too thin.
[32:06] Transparent Leadership
Rob and Jeffrey tackle the “top of the mountain” stigma around leadership teams and offer ways to keep staff informed via open communication.
[36:01] Fun with a Purpose
Rob describes creative ways to celebrate wins (like pajama pizza parties and “awesome citations”) to reinforce culture and camaraderie.
[41:01] The Recruiting Edge
They discuss building an internal pool of applicants—keeping them engaged via newsletters or texts—so great hires are lined up before you need them.
[44:46] Red Carpet Exits
Jeffrey explains why a respectful offboarding process leaves the door open for former employees to return and bolsters your reputation.
[48:46] Resources & Parting Wisdom
They wrap up with Jeffrey’s book “Become a Destination Company,” peer groups, and the importance of a rising tide lifting all boats in the green industry.