In this episode we discuss the pitfalls of joining the wrong "best practices" group with Joe O'Grady. Joe runs the Service Profit Group, an organization built for small businesses with the focus on helping the little guy win ethically, and grow strategically. He ran an $11 million plumbing and HVAC business as the Director of Operation and started in the the home service industry 16 years ago. Joe has trained owners, technicians, and CSR’s how to lead a team, run service calls, and dispatch for profits. He travels all over the United States helping business owners operate more efficiently. Joe’s vast knowledge of the trades and his business acumen are paramount to his success. Joe is a natural trainer and coach and right now, he's on fire.

https://teamspg.com/

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Willie "The HVAC Goat" Ward is literally one of a kind. Odds are, if you're in HVAC or home services, you've seen his hilarious and controversial content, especially his animation and Ai videos. Willie is with GOAT Heating & Cooling, and founder of the “HVAC is Life” group.

https://www.youtube.com/@Williethehvacgoat

https://www.instagram.com/williethehvacgoat/

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Sarah Lipka is a Sales Director at Comfortside West (Cooper&Hunter), where she works closely with HVAC contractors and distributors to grow their business through ductless and cold-climate heat pump solutions. With 18 years of industry experience, she focuses on training, market development and improving the in-home sales experience by helping teams communicate clearly and confidently with homeowners. Sarah is passionate about turning electrification into practical, profitable solutions that make sense in real homes and real conversations. Today we dive deep into the world of HVAC manufacturing, distributing, contracting, and assorted topics.

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Dan Friesen is a Canadian HVAC industry leader, trainer, and business professional known for his extensive work in training and leadership within the home services sector. He has served as a master trainer with Nexstar since the early 2000s, helping educate and develop technicians and business teams across North America.Dan is also the Owner & Team Leader at Charlton & Hill Home Services and serves as Vice President of Training at P1 Service Group, where he focuses on communication, training program excellence, and public speaking development. With over 24 years of public speaking experience and tens of thousands of people impacted by his training, Dan is recognized for his ability to elevate both individual skills and organizational culture in the trades.

Sarah Ghirardo is an AI marketing expert and Director of Pro Content at ServiceTitan, where she leads an 80% AI-powered content organization shaping the future of automation, agentic experiences, and scalable growth for the home services industry. Blending deep expertise in marketing strategy, leadership development, and productized content design, she turns complex technology into simple, repeatable systems that help HVAC, plumbing, and electrical companies grow revenue, efficiency, and customer impact. A seasoned SaaS and trades leader, Sarah is also a passionate advocate for diversity and inclusion—especially for women in the trades—mentoring emerging leaders and teaching executive-level marketing and AI fluency. Her mission is to elevate the trades through innovation, storytelling, and AI-driven transformation, empowering the next generation to see themselves as builders, leaders, and changemakers. When not driving transformation at ServiceTitan, she speaks nationally, consults as a fractional CMO, and supports the trades with heart-led leadership and actionable strategy.

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Ty Branaman started his HVAC career in 1995 insulating ductwork in a sheet metal shop — a humble beginning that sparked a lifelong passion for craftsmanship, teaching, and elevating the trade. Today, as a Certified Master HVAC Educator, Ty travels the country and teaches online through The Grit Foundation, inspiring techs and students to sharpen their skills and embrace the grit it takes to succeed. With nearly 30 years of experience, he blends real-world expertise with an educator’s heart, turning complex HVAC concepts into clear, motivating lessons for the next generation of tradespeople.

https://www.thegritfoundation.com/

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Chris Yano is the President & Co-Founder of RYNO Strategic Solutions, a digital marketing company for the trades industry since 2008. He's also the co-owner of Red Bird Roofing, a residential roofing company in Indianapolis, IN. Chris is the host of the #3 ranked To The Point Home Services Podcast and former partner with Gary Vaynerchuk. He’s done hundreds of keynotes, breakouts and webinars on successful digital marketing best practices for home services & improvement companies during his tenure. Chris is married to his wife of 19 years, Anna Yano and has 4 children, Kaycee, Berkeley, Mason & Fallon Yano.

In this conversation, we dive deep into the journey that brought him to where he is today.

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One of the hottest topics in HVAC and the home services business…. Selling Tech vs. Sales Rep (Comfort Advisor / Project Manager) In this episode we debate the merits and pitfalls of both. This was one insightful conversation joined by an esteemed panel of HVAC pros.

Joined by Doug Wyatt of Synergy Learning Systems, Coral Whale - veteran HVAC professional , Ryan Bowman of Divergent Solutions, Seth Ure of SetSale.ai, and Zachary Friedman, of Old Coast Heating and Air.

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