A motocross kid with a box blade turns into an excavation owner with a clear head for profit and a deep respect for family time. That’s the arc Cole Morse walks us through, from watching his father rebuild an HVAC business after crisis to selling his first driveway grade and learning, job by job, what makes work sustainable. We dig into the real numbers behind “grossing $450k with a basic setup,” why renting bigger iron can out-earn owning smaller gear, and how a single miscalculated basement dig became a masterclass in swell, walkouts, and estimating discipline.

We talk sales without the slime: sell yourself, not just equipment. Cole breaks down how he built trust by explaining process, finding common ground, and fixing mistakes before they festered. He shares how motocross connections opened a Cat rental account when credit history couldn’t, and why relationships and reputation compound faster than ad spend. The YouTube conversation goes beyond clicks—documenting mistakes, sharing bids, and showing the math turns hate into reach and reach into real opportunity for people trying to start their own blue-collar companies.

Most of all, we explore what it means to build a business that serves your life. Cole sets boundaries, keeps Sundays for rest, and steps away when his family needs him. Profit over pride, presence over payroll bloat, and momentum without losing your soul. If you’re stuck on the fence—burned out on the crew but unsure how to start—this is your blueprint: ask for help, rent before you buy, learn publicly, and keep your word.

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