Dear Reader,
“What do you need to know about Marketing as you grow?”
Mike Wilson may be the only man in the world to go from an electrician to the Chief Marketing Officer of AnyHour Group—a company collectively doing over $400 million in home electrical, plumbing, and air conditioning services.
And before he earned this position, he was fired by AnyHour during the Great Recession.
After being dismissed, Mike moved his family out of state and learned the art of door-to-door sales. He was good—so good, in fact, that he built a team underneath him.
Years later, Mike returned to AnyHour and took on the role of overseeing marketing.
Today, Mike is responsible for over 27 locations that operate under 23 different brands. Some are small companies doing around $3 million in sales, while others are large companies doing close to $100 million.
Mike oversees each location and understands what it takes to grow a company at every level.
In today’s $100 Million Mindset, Mike and I discuss how he manages this very large responsibility.
We also unpack what he does for marketing at each stage of business growth.
This is a great episode for the owner who has been asking themselves, “What do I need to know about marketing as I grow?”
Enjoy the show and share this one on your socials.
In This Episode, You'll Learn:
What’s Inside:
Note that on the front end, it displays “in this episode, you’ll learn” as the heading for this section.
- From electrician to CMO: Mike Wilson’s journey inside one of America’s largest home service brands
- The lessons of failure, resilience, and returning stronger
- Why outstanding customer experience is the ultimate marketing strategy
- Marketing tactics for shoulder seasons and beyond PPC
- Leading with stewardship, grit, and a $400M marketing engine
Episode Chapters & Summary
From Electrician to Chief Marketing Officer
“Thinking doesn't accomplish anything. It's the action that does it.”
Mike Wilson's path began in the trades as an electrician before eventually becoming CMO of Any Hour Group. His career included being fired during the 2008 recession, learning sales and leadership in other industries, and eventually returning in 2015 to lead the company's marketing. His journey highlights resilience, reinvention, and the ability to grow into leadership without being the owner.
Key Takeaways:
- Career setbacks can become setups for growth
- Ownership is an attitude, not just a title
- Adaptability and persistence pave the way to leadership
Lessons from Adversity
“Sometimes the only way out is through, and we become better for it.”
Being let go during the recession taught Wilson the importance of financial discipline, faith, and resilience. He built new skills in door-to-door sales and leadership, eventually returning stronger. He credits building a financial cushion and maintaining perspective as critical during tough times.
Key Takeaways:
- Adversity develops resilience and perspective
- Financial preparedness provides security in crisis
- Faith and persistence turn challenges into growth opportunities
Customer Experience as Marketing
“Marketing is fuel that you're pouring onto the flame that is your reputation.”
Wilson insists that marketing begins with delivering an exceptional customer experience. If the service is poor, no amount of advertising can compensate. Any Hour's win-win-win philosophy—where customers, employees, and the company all benefit—became the foundation for scaling their brand and lead generation.
Key Takeaways:
- Customer experience drives brand reputation
- Word-of-mouth is the most powerful marketing channel
- Sustainable growth requires a win-win-win philosophy
Creative Marketing and Shoulder Seasons
“Maintenance is the message—and your customers are your first place to go.”
Wilson explains how slow seasons demand creativity, with maintenance promotions and re-engaging current customers as key strategies. He advocates segmenting customer lists (memberships, current, and lapsed customers) and leveraging low-cost communication tools like text messaging. He also warns small businesses against overreliance on PPC, urging them to focus on grassroots tactics, branding, and creative outreach.
Key Takeaways:
- Segment customers for more effective outreach
- Text and email are cost-effective re-engagement tools
- Grassroots efforts (door hangers, stickers, partnerships) build long-term visibility
Leadership, Stewardship, and Stress
“I don't want attention, but I do want to perform.”
As CMO overseeing 23 brands and 28 locations, Wilson emphasizes stewardship of people, budgets, and brand. He balances managing creative teams with operational rigor, guided by systems and KPIs. He candidly admits to coping with stress by working long hours, but also highlights the importance of communication with family and maintaining health. His advice to young marketers: prioritize speed over perfection.
Key Takeaways:
- Leadership is stewardship of people and resources
- Clear systems and expectations help manage large teams
- Balance performance with personal health and communication
- Speed matters—good is often good enough to move forward
