Dear Reader,
Steve and Rachel Egner are very close friends. Over the last 14 years, we have celebrated big moments in each other’s lives. We’ve spent days wandering through Seattle and Austin, relaxing and laughing together. I love them. They love me. We’re very open about saying, “I love you.”
And I do love them.
In January of 2023, Rachel texted me, “Steve had a heart attack.”
What? Wait. Steve had a heart attack? How? He’s the healthiest man I know.
I was swinging with my son in the backyard when that text came through. It’s hard to say how many swings it took for my mind to catch up with my emotions. It was one of those moments when the shock of the message seems to warp the time around you.
“I’ll find a flight out as soon as I can,” I texted Rachel. Or maybe I spoke with her. The time warp has a way of blurring the details.
I didn’t fly out that day, although I would have. Steve and Rachel were in Hawaii, and Rachel assured me that Steve was going to be okay, and that I should stay home. If something changed, she’d let me know immediately. (I guess if you’re going to have a heart attack, Maui is a pretty good place to recover.)
Steve did recover from his heart attack. And one year later, I flew out to Maui, and we went back to laughing, relaxing, and exploring the beauties of life.
Ups and downs. Highlights and crises. Joy and emergencies. This is life. This is business.
I once heard a wise man say, “In this life, you’re either going through a crisis, coming out of one, or heading into one.”
He’s not wrong. What he left out is the most important part. Allow me to add it here:
“So, take the journey with good friends and loved ones. People who will be there for the ups and downs.”
Steve and Rachel are those types of people.
In This Episode, You'll Learn:
- Firing top performers for culture misalignment
- Rebuilding Steve’s Plumbing from the ground up
- The Culture Index and value-based hiring
- Mandatory inspections and high accountability systems
- Long-haul apprenticeship programs
- Leadership development and stepping out of the truck
Episode Chapters & Summary
Firing Top Performers for Cultural Integrity
““That's my name on the side of the truck. That's my family's reputation.””
When the top performer at Steve's Plumbing clashed with company values, Steve made the hard call to fire him. Despite losing immediate revenue, it preserved the long-term culture of the company—and sent a message to the team about what really matters.
Key Takeaways:
- Sometimes the best move is firing the 'top' guy.
- Cultural misalignment corrodes everything—fast.
- Short-term pain protects long-term mission.
Rebuilding from the Ground Up
““We never missed a payroll. But we were 60 days behind to our creditors.””
After firing the team and keeping only a few, Steve and Alan had to rebuild Steve's Plumbing from the ashes. Despite financial stress and personal hardship, they never missed a payroll—proving what commitment to people looks like in crisis.
Key Takeaways:
- Protecting your team can cost you everything.
- Rebuilding is brutal—but necessary.
- Sacrifice builds credibility with your team.
Values-Based Hiring and Culture Systems
““If you have to start your day saying 'don't steal,' that's already a failure.””
Alan and Steve explain how hiring for values—and screening for them—keeps their culture strong. Tools like the Culture Index and intentional reference calls help ensure every person aligns with the mission before they join the team.
Key Takeaways:
- Hiring for values prevents cultural collapse.
- Low-skill, high-integrity hires beat high-skill risks.
- Screening is an essential leadership discipline.
High Expectations Drive Performance
““You don't have to agree with this. But you do have to do it.””
Steve put a system in place: full inspections every time, non-negotiable. It created tension at first—but ultimately drove higher conversions, stronger revenue, and better accountability across the board.
Key Takeaways:
- Standards reduce friction long-term.
- Systems beat preferences in the field.
- Clarity and accountability drive results.
Apprenticeship Done Right
““This is hard. Especially at the start.””
Steve and Alan emphasize grit and commitment in apprentices. Instead of hiring entitled techs, they built their own. Humble, hungry, and smart became the hiring standard—and long hours built men of character.
Key Takeaways:
- Apprenticeship weeds out the uncommitted.
- Humble, hungry, smart is the winning formula.
- The first 90 days should be pressure-tested.
Building Leaders to Step Away
““I was forced out of the truck by the demand of decisions.””
As Steve's business grew, he realized he couldn't lead and be in the field. Letting go of the truck created space for new leaders—and forced him to step fully into his role as an owner, not just a tech.
Key Takeaways:
- Letting go is a leadership requirement.
- Good operators become decision-makers.
- You can't scale if you're still in the truck.
