Scaling your business isn’t about luck...it’s about mindset, marketing, and building the right community around you.

In this episode of The $100 Million Mindset, Todd Liles & Alan O'Niell sit down with industry icon Matt Michel to reveal what separates small contractors from those who grow into multi-million-dollar giants.

Matt shares powerful lessons from growing Service Nation and the Service Roundtable, including how to avoid shiny object syndrome, why community trumps price, and what life looks like after selling your business.

What's Inside:

-Why marketing is everything—and everything is marketing

-How great leaders step aside so their team can shine

-The mindset shift from a $2M contractor to a $20M contractor

-Why chasing every new tool or trend can stall your growth

-How community and connection create loyal customers beyond price

-The emotional reality of selling your business—and finding purpose afterward

If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy.

Resources & Links:

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/mindset

In Part 2 of our in-studio conversation with legendary ad wizard Roy H. Williams, we go deeper than tactics. This is a raw, no-BS masterclass in what it really takes to build a brand that sticks.

Roy unpacks why emotional storytelling beats clever slogans, why most business owners don’t have the courage to lead their brand—and how your story can become your superpower.

You’ll hear the real reason he walked away from short-term marketing wins, how he finds clients with staying power, and what makes ads like Scudamore’s “Shield of Love” and Elmer’s tribute to his mom so powerful. Spoiler: these ads can’t be copied—and that’s the whole point.

Roy challenges entrepreneurs to stop hiding behind mascots and logos and start building something only they could create. Because if you’re not willing to be the face of your brand, maybe you shouldn’t be building it.

What's Inside:

-Why storytelling beats logic in high-ticket advertising
-How to build a brand no competitor can steal
-The trap of short-term wins and “click-chasing”
-Why brand is more than a logo—it’s your values made visible
-What makes an ad unforgettable (and unstealable)

If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy.

Resources & Links:

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/mindset

He’s the Wizard of Ads, and he’s rewriting how you think about marketing.

In this episode of The Wizard of Ads, Roy H. Williams joins Todd Liles for Part One of a two-part masterclass on branding, belief, and building businesses that actually stand for something.

Roy isn’t talking fluff...he’s sharing the frameworks behind some of the most iconic campaigns in home services. From Morris-Jenkins to Eco Plumbers, every ad he creates starts with one mission: find the truth, make it human, and make it stick.

You’ll hear about Roy’s “Character Diamond” framework (used in every ad he writes), how he helps owners uncover the story hiding in plain sight, and why boring brands always fail—no matter how big their budget.

This is branding at its most real, raw, and resonant.

-Why belief comes before results—and how to borrow it when you need to
-How to turn a company into a brand people root for
-What makes stories powerful (and why you can’t fake them)
-Why logos don’t matter—but character does
-The truth about Roy’s favorite cheat code: human contradiction

If this episode hit home, follow, review, and share it with a business owner who’s ready to grow with purpose. The $100 Million Mindset isn’t for the average—it’s for those bold enough to lead, scale, and leave a legacy.

Resources & Links:

📌 Connect with Todd Liles: Website | Instagram | Linkedin

🔗 Full show notes and resources: www.toddliles.com/mindset