Trades Talk Podcast

Justin White
  • 5.0 (23)
  • Entrepreneurship
  • Updated Weekly

Trades Talk Podcast is a captivating and dynamic program that is led by Justin White. He’ll delve into the triumphs of various trade industries, showcasing the successes of those who have made a significant impact. With his extensive network of industry connections, Justin provides an unparalleled view into the world of visionary leaders. Prepare to be inspired and enlightened with the trade secrets, career advice, and business tips that are shared. Make sure to have a notepad on hand, as this show promises to be an unforgettable journey!

  1. 2d ago

    Josh McMillan: The 30 Year Climb From Employee #5 to Nine Figure Landscape CEO

    This week on Trades Talk, Justin White sits down with Josh McMillan, CEO of Roebuck Landscaping out of upstate South Carolina. Josh joined the company as employee number five back in 1995, worked his way up to COO, survived a two year private equity due diligence process (including a deal that fell apart on funding day), and stepped into the CEO seat in December 2024. Since closing, Roebuck has built its first ever company budget, drafted a three year vision, acquired The Great House Company in Nashville, and is running 12 to 15 percent organic growth on top of it. Josh walks through the whole arc, and the lessons that came with it. In this episode: The full PE transaction story: two years of due diligence, a deal falling apart on funding day, and the founder ultimately taking a bigger check the second time around The three year vision that got nearly finished in 18 months, and the new one aiming for $175M across 5-6 southern states, 17-20 locations, and 1,400-1,500 employees by 2029 Why labor hours (not labor dollars) is Roebuck's number one operational KPI, and how they use overtime as a retention tool instead of a red flag The Law of the Lid in practice: how Josh is delegating the operational side he has personally run for 30 years, and why "the strength of the CEO is the weakness of the company" The people-first framing that made a PE partnership work, and why "if they're not talking about their people in the first few minutes, it's not the right table" Josh's trade secret is simple. You are owed nothing. Show up every day like you have to earn it, bring value, and the outcomes will find you. That mindset carried him from 5th employee to CEO of a nine figure Southeast platform. If you are a founder thinking about an exit, a COO stepping up to the top seat, or an operator trying to build a vision your team can see themselves inside of, this one is a masterclass. JW Group Website: https://www.jwhitegroup.com/ Justin LinkedIn: https://www.linkedin.com/in/justin-white-%E2%98%85-35b7a210b/ Justin Instagram: https://www.instagram.com/justinwhiteceo/ Justins Youtube: https://www.youtube.com/@justinwhiteceo Roebuck Landscaping: https://www.roebucklandscaping.com/ K&D Website: https://kndlandscaping.com/ K&D Instagram: https://www.instagram.com/kanddlandscaping/ Disruptors Community: https://www.skool.com/disruptors Disruptors Advantage Newsletter: https://disruptors-advantage.beehiiv.com/

    Josh McMillan: The 30 Year Climb From Employee #5 to Nine Figure Landscape CEO

  2. 4d ago ·  Bonus

    BONUS: The AI Guide That Wrote Itself

    This is a bonus episode of Trades Talk, and it is unlike anything we have published before. The entire show, both hosts, all of the analysis, and every synthesis of the source material, was generated by AI. No humans on the mic. The AI hosts are unpacking The Disruptor's Guide to Artificial Intelligence: 40 Questions Every CEO Is Asking About AI, a comprehensive report just published in July 2026 by Justin White. The guide compiles data from more than 60 institutional sources including PwC, IBM, EY, McKinsey, Stanford, and the St. Louis Fed, alongside direct statements from the founders and CEOs of the frontier labs. Justin discloses on page one that the guide itself was researched, compiled, and written by AI under his direction over the course of a year. This episode is the meta-demonstration of what that capability now looks like at scale. In this episode, the AI hosts cover: Why 56 percent of CEOs invested millions in AI over the last two years with zero financial return, and what the 6 percent doing it right are doing differently (McKinsey EBIT data, PwC value creation data, and the MIT Gen AI Divide study on the 95 percent of pilots that fail) The AGI fracture: builders like Amodei and Hassabis project 2026 to 2030, while 76 percent of academic AI researchers say scaling current models will never produce it (AAAI 2025 survey) The shadow AI crisis: employees are 3x more likely to be heavy AI users than leaders realize, and why they hide it (McKinsey and Avanti data on hoarded prompts and hidden productivity) The talent cliff: entry-level AI-exposed roles are collapsing while experienced workers in the same jobs saw 6 to 9 percent employment growth. Why this breaks the apprenticeship model, and how leaders must redesign junior roles before the bottom rung disappears (Stanford ADP payroll analysis) The Monday morning playbook: four specific, immediate actions any leader can take the moment this episode ends, plus the case for why CEOs personally using frontier models 8+ hours a week is disproportionately correlated with top-15-percent value creation (BCG data) The final provocative thought from the AI hosts: if raw intelligence is becoming commoditized and every operator can buy tireless cognitive labor for $20 a month, then intelligence stops being the moat. It becomes electricity. The real differentiators become the things AI cannot replicate: deep human trust, moral and legal accountability, and flawless physical execution in the real world. That is why trades operators are structurally positioned to win the next decade if they get this shift right. If you are a trades CEO trying to make sense of the AI noise, an operator who has been quietly experimenting but has not committed capital yet, or a leader who wants a comprehensive, sourced, no-hype baseline on where AI actually stands right now, this bonus episode is the single densest resource we have ever published on the show. JW Group Website: https://www.jwhitegroup.com/ Justin LinkedIn: https://www.linkedin.com/in/justin-white-%E2%98%85-35b7a210b/ Justin Instagram: https://www.instagram.com/justinwhiteceo/ Justins Youtube: https://www.youtube.com/@justinwhiteceo The Disruptor's Guide to Artificial Intelligence (get the full 40-question report): https://www.skool.com/disruptors K&D Website: https://kndlandscaping.com/ K&D Instagram: https://www.instagram.com/kanddlandscaping/ Disruptors Community: https://www.skool.com/disruptors Disruptors Advantage Newsletter: https://disruptors-advantage.beehiiv.com/

    BONUS: The AI Guide That Wrote Itself

  3. 5d ago

    Weekly Update #58: The Two Levels of AI and the Audit Every Operator Needs to Run

    On this Weekly Update of Trades Talk, Justin White unpacks the Lawn and Landscape Technology Conference in Phoenix, the two levels of AI every operator needs to know where they sit, and the deepest public look yet at the K&D Operating System. Justin also shares the strategic drift lesson from Toby Ludkey's post-COVID audit at Shopify (Toby cancelled 60 percent of active projects), the Kress product moment nobody is talking about, and Sean Laux's rise from account manager to K&D's leader of technology innovation in just seven months. In this episode, we cover: The two levels of AI: Level 1 (dabbling) and Level 2 (running workflows and agents). The challenge to each: Level 1 needs to use AI daily in and out of the business, Level 2 needs to audit their workflows every 30-60 days because what you built two months ago is already dated NotebookLM in practice: Justin took the 364-page Cirrus G7 Pilot Operating Handbook, dropped it into NotebookLM, and asked it to generate a one-hour podcast focused on emergency procedures. Same trick works for new products (Opus 5), new markets, and any dense technical reading Strategic drift and the Toby Ludkey audit: how a fast growing company quietly ends up with 60 percent of its team working on things the CEO would cancel, and how to catch it before it wastes a year The K&D Operating System (public reveal): the arc from Scale-Up and Rockefeller Habits in 2015, to EOS in 2018, to today's hybrid KD OS that unifies QuickBooks, Aspire, Team Engine, ANOVA, and Bloom into one AI-native interface with agentic workflows on top Landscape Tech Conference takeaways: Kress and new head of product Andy on why the handheld electric line is a sleeper story alongside the 60-inch Voyager, plus a wave of niche AI products from ex-landscape operators building post-consolidation Justin's core message this week is a warning aimed at operators who want to build custom software: do not try to replace QuickBooks, Aspire, or Greenius. Build the AI layer on top of them instead. The legacy softwares took 10 to 40 years to build. Your time is better spent on the intelligent layer that makes them talk to each other. If you are a trades CEO trying to decide where to invest your technology budget, an operator who has been building AI workflows for months and has not audited them, or a leader worried about strategic drift inside your own team, this one is the playbook. Weekly Updates are powered by Kress! https://www.jwhitegroup.com/kress JW Group Website: https://www.jwhitegroup.com/ Justin LinkedIn: https://www.linkedin.com/in/justin-white-%E2%98%85-35b7a210b/ Justin Instagram: https://www.instagram.com/justinwhiteceo/ Justins Youtube: https://www.youtube.com/@justinwhiteceo K&D Website: https://kndlandscaping.com/ K&D Instagram: https://www.instagram.com/kanddlandscaping/ Disruptors Community: https://www.skool.com/disruptors Disruptors Advantage Newsletter: https://disruptors-advantage.beehiiv.com/

    Weekly Update #58: The Two Levels of AI and the Audit Every Operator Needs to Run

  4. Jul 22

    Jerry Schill: How the Landscape Collective Scaled to $200M and 2,000 Team Members

    This week on Trades Talk, Justin White sits down with Jerry Schill, CEO of The Landscape Collective. Jerry has built a maintenance driven organization at roughly $200M in revenue, 2,000 team members, 36 locations across 8 states and Canada, 93 percent recurring revenue, and 21 acquisitions since partnering with private equity. Jerry unpacks the "business in a box" concept that let him refine a 15 profit center P&L into one hedgehog, the two PE recaps that funded the run, and the leadership principles that keep 2,000 people aligned across a continent. He also shares why frontline incentive pay turned into a disincentive, why he only "meddles" when the numbers slip, and why "somebody's always coming" is the mindset that has kept him hungry for 34 years. In this episode: The Business in a Box playbook: Jim Collins' hedgehog applied to maintenance, laser focus on people utilization and asset utilization, and how that becomes portable enough to bolt into 21 acquisitions The three core values that gate every hire and fire: employee centered, customer focused, champions in the communities we serve Why incentive pay works for account managers, ops managers, and branch managers, but became a disincentive at the frontline and had to be uncoupled PE demystified: two recaps (Argon Capital, then TruArc in December 2025), what actually happens the day after the wire hits, and why PE only steps in when things go sideways Jerry's biggest takeaway is simple. Do good, stay focused, hire slow and fire fast, and remember that somebody is always coming. Purpose is what carries you when the numbers get hard, not the other way around. If you are a 5 to 30 million dollar operator wondering whether focus really wins at scale, considering PE, or trying to build a company that survives past your day at the helm, this one is required listening. JW Group Website: https://www.jwhitegroup.com/ Justin LinkedIn: https://www.linkedin.com/in/justin-white-%E2%98%85-35b7a210b/ Justin Instagram: https://www.instagram.com/justinwhiteceo/ Justins Youtube: https://www.youtube.com/@justinwhiteceo The Landscape Collective: https://www.thelandscapecollective.com/ K&D Website: https://kndlandscaping.com/ K&D Instagram: https://www.instagram.com/kanddlandscaping/ Disruptors Community: https://www.skool.com/disruptors Disruptors Advantage Newsletter: https://disruptors-advantage.beehiiv.com/

    Jerry Schill: How the Landscape Collective Scaled to $200M and 2,000 Team Members

  5. Jul 17

    Weekly Update #57: K&D's 300% Maintenance Sales Jump and the 54% AI Adoption Gap

    On this Weekly Update of Trades Talk, Justin White unpacks the 300 percent year over year jump in K&D maintenance sales, the Service Titan State of AI Survey that every trades operator should have on their desk, and why quality of AI output now matters more than quantity. Justin also digs into the AI headlines that actually matter (local models running on the iPhone, Anthropic's race to a $3 trillion IPO, Claude Cowork on mobile), calls out the ones that are just noise, and gets on the soapbox about the AI-generated marketing garbage flooding trades inboxes. In this episode, we cover: The K&D pivot from MA hunting to fully organic growth, 300 percent year over year maintenance sales growth, and why the operational team saying yes is what makes it possible The Service Titan State of AI Survey: 66 percent of trades operators expect major AI transformation, only 12 percent have actually embedded it, and the 54 percent gap that is your window to strike Prism ML's Bonsai 27B running a 27 billion parameter model locally on an iPhone in 3.9 GB, and why every technician's phone is about to become an AI data center Anthropic overtaking OpenAI in annualized revenue on the race to a $3 trillion IPO, OpenAI's proposed 5 percent government stake ($42.6B), Gemini 3.5 Pro, and ChatGPT 5.6 The quality over quantity manifesto: stop shipping AI slop budgets, flyers, and newsletters, and start using AI at an enterprise grade Plus a callback to last week's Steve Wheatcroft episode (the B minus business plan that scaled to $100M), a preview of Jerry Schill next Wednesday, and the Kress Voyager 60-inch demo that is quietly reshaping autonomous mowing in the industry. If you are a trades operator sitting in the 54 percent AI adoption gap, running a growth playbook that is not yet clicking, or a leader who knows your team is producing AI content that is not up to your standards, this one is the wake up call. Weekly Updates are powered by Kress! JW Group Website / Justin LinkedIn / Justin Instagram / Justins Youtube K&D Website / K&D Instagram Disruptors Community Disruptors Advantage Newsletter

    Weekly Update #57: K&D's 300% Maintenance Sales Jump and the 54% AI Adoption Gap

  6. Jul 15

    Steve Wheatcroft: From a B Minus Business Plan to Canada's Biggest Landscape Company

    This week on Trades Talk, Justin White sits down with Steve Wheatcroft, founder of ULS (now Urban Life Solutions), the largest landscape company in Canada. Steve scaled ULS from a 1989 college business plan that earned a B minus to nearly 400 trucks across Canada and a private equity sale, then ran the platform up to roughly $100 million before stepping out. He goes deep on the all in mindset shift that unlocked hyper growth, why operations beats sales every single time, and the candid story of what it actually feels like to be a founder CEO trying to run a private equity owned company. (Spoiler: he calls it the skinny jeans story.) In this episode: Why "top line vanity, bottom line sanity, cash flow is king" is the real scoreboard The Terrible 25 framework, why the bottom 25 percent of your contracts cancel out the top 25 Operations beats sales, "I'd shoot the head of sales between the eyes before the head of ops" 50M Thinking, the one-line mantra that pulled an entire company up to $50 million in revenue Steve's takeaway is simple. Build the brand, deliver the service, hold your pricing, and you do not have to win every deal. Sometimes the most valuable thing you can do is leave your quote in the second place pile and wait for the other guy to drop the ball. If you are a founder building toward an exit, a CEO who has already exited and is figuring out what's next, or anyone running a maintenance company stuck at low single digit margin, this one is a master class from someone who has done it at the highest level. JW Group Website: https://www.jwhitegroup.com/ Justin LinkedIn: https://www.linkedin.com/in/justin-white-%E2%98%85-35b7a210b/ Justin Instagram: https://www.instagram.com/justinwhiteceo/ Justins Youtube: https://www.youtube.com/@justinwhiteceo Steve LinkedIn: https://ca.linkedin.com/in/steve-wheatcroft-1b89371b2 Wheatcroft Advisory: https://wheatcroftadvisory.com/ K&D Website: https://kndlandscaping.com/ K&D Instagram: https://www.instagram.com/kanddlandscaping/ Disruptors Community: https://www.skool.com/disruptors Disruptors Advantage Newsletter: https://disruptors-advantage.beehiiv.com/

    Steve Wheatcroft: From a B Minus Business Plan to Canada's Biggest Landscape Company

  7. Jul 11

    Weekly Update #56: Teasing the K&D Operating System and Why Justin Is Stepping Back

    On this Weekly Update of Trades Talk, Justin White unpacks Q3 planning at K&D, teases the K&D Operating System for the first time publicly, and announces he is stepping back from day to day so he can lead the next chapter as a true CEO. Justin walks through the 90 day planning cadence that has now run 42 quarters without a miss, the hub and spoke design of the KD OS that sits between Aspire, QuickBooks, Predictive Index, Bloom, and Slack, and the non-negotiable vision that anchors it all: a $100,000 minimum wage by 2035. In this episode, we cover: The 42-quarter planning cadence, why departmental sessions must follow the leadership session, and how alignment breaks the moment you skip a level The K&D OS reveal: a bespoke intelligence layer with a user experience that adapts to each teammate's Predictive Index profile Building an agentic community inside K&D: EST agents for career pathing, PI behavioral agents, and irrigation audit agents that generate proposals from Aspire data Justin's sabbatical, John stepping in as de facto CEO, Kendel White staying on as President, and the 2028 vision (Santa Barbara to Santa Clara, doubled revenue, dominant market position) The AI market outlook: Anthropic at a $47B run rate, a potential $2 to $3 trillion IPO, and Fable 5's usage credits kicking in July 13 Justin's biggest takeaway is simple. The billion dollar enterprise value, the IPO, the equity for employees, those are hopes. The $100,000 minimum wage by 2035 is the non-negotiable, and every operating system, every agent, every planning cadence is built to protect it. If you are a trades operator thinking about how to actually institutionalize AI, planning cadence, or a founder step-back without losing the plot, this one is your playbook. Weekly Updates are powered by Kress! JW Group Website / Justin LinkedIn / Justin Instagram / Justins Youtube K&D Website / K&D Instagram Disruptors Community Disruptors Advantage Newsletter

    Weekly Update #56: Teasing the K&D Operating System and Why Justin Is Stepping Back

  8. Jul 8

    Tim Hendricks: Lessons From Valley Crest, Cagwin, and the High End Residential World

    This week on Trades Talk, Justin White sits down with Tim Hendricks, a 40 plus year California landscape industry veteran who built his chops at Valley Crest, Cagwin & Dorward, BrightView, Site One, and is now running high end residential design build on the Peninsula. Tim walks through the lessons he absorbed from his mentor Roger Fisk, the three things Cagwin did better than anyone (and most still do not), and the playbook for landing and delivering custom estate projects where the budget is "cost plus" and the materials take six months to arrive from Portugal. In this episode: Cagwin's three secret weapons: field-level financial transparency, real leadership training, and 8 percent compounding growth instead of 15-then-0 Why "we sell hours" is the most important sentence in commercial maintenance, and what most owners get wrong about it The contrarian truth on prospecting: stop chasing dog properties and start qualifying out the wrong customers The long lead time and cash flow trap that crushes contractors trying to break into high end residential Tim's biggest takeaway is simple. Don't sell yourself short, do not paint yourself into a corner to win a job, and there is the right contractor for every customer (it just might not be you). If you are running a maintenance company stuck at 5 percent margin, eyeing high end residential, or trying to build the next great landscape company on the West Coast, this one is required listening. JW Group Website: https://www.jwhitegroup.com/ Justin LinkedIn: https://www.linkedin.com/in/justin-white-%E2%98%85-35b7a210b/ Justin Instagram: https://www.instagram.com/justinwhiteceo/ Justins Youtube: https://www.youtube.com/@justinwhiteceo K&D Website: https://kndlandscaping.com/ K&D Instagram: https://www.instagram.com/kanddlandscaping/ Disruptors Community: https://www.skool.com/disruptors Disruptors Advantage Newsletter: https://disruptors-advantage.beehiiv.com/

    Tim Hendricks: Lessons From Valley Crest, Cagwin, and the High End Residential World
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5
out of 5
23 Ratings

About

Trades Talk Podcast is a captivating and dynamic program that is led by Justin White. He’ll delve into the triumphs of various trade industries, showcasing the successes of those who have made a significant impact. With his extensive network of industry connections, Justin provides an unparalleled view into the world of visionary leaders. Prepare to be inspired and enlightened with the trade secrets, career advice, and business tips that are shared. Make sure to have a notepad on hand, as this show promises to be an unforgettable journey!

Information

  • Creator
    Justin White
  • Years Active
    2023 - 2026
  • Episodes
    100
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 All Rights Reserved
  • Show Website
    Trades Talk Podcast