Think Like an Owner

Future of Home Services with Workiz CEO, Didi Azaria - EP.278

In this episode of Think Like an Owner, Alex Bridgeman sits down with Didi Azaria to explore how firsthand experience in the trades led to building one of the leading automation platforms for home service businesses. Didi shares his journey from working as a locksmith in Los Angeles to founding a business intelligence company that scaled to hundreds of millions in ARR, and eventually launching Workiz. The conversation dives into how friction in communication, scheduling, and payments quietly kills service businesses and how AI driven automation is reshaping the industry. Didi also explains why he believes traditional CRMs should not exist and how a vision of "automate everything but the wrench" is guiding the future of home services. They discuss: Didi's path from technician to tech founder and the lessons learned from building his first company Why most leaders fail by trying to do everything and how defining your true strengths changes outcomes Eliminating CRM friction through AI dispatchers, automation, and invisible systems Turning home services into subscription style businesses with service agreements and upsells Using strategy as a filter to say no to feature requests and stay aligned with long term vision How AI driven tools like Workiz Genius are increasing revenue by improving communication and capture This episode is a must listen for operators and software founders who want to understand how automation, vision, and disciplined strategy can transform traditional service industries. Links: Workiz - https://www.workiz.com/ Didi on LinkedIn - https://www.linkedin.com/in/adiazaria/ Topics: (00:00:00) - Intro (00:00:29) - Didi's career background (00:02:57) - Pivoting from locksmithing into software (00:06:25) - What are your strongest skills? (00:07:42) - "CRMs shouldn't exist" (00:09:37) - Founding ideas behind Workiz (00:13:43) - What are ambitious home service business owners asking for from Workiz? (00:18:02) - Balancing feature requests and keeping the broader vision of the company aligned (00:19:59) - What excites you about the business for 2026? (00:23:01) - What does the organizational structure look like for home service businesses 3-5 years from now? (00:26:51) - What excites you the most for the future?

Right to Win Series EP.4: AMA with Lindsey Gray and Aaron Perrine - EP.277

In the fourth episode of the show's Right to Win series, host Alex Bridgeman is joined by Aaron Perrine and Lindsey Gray for an AMA-style conversation on search, investing, and operating small businesses. Drawing on real examples from recent deals, they unpack what separates strong searches from stalled ones, how investors evaluate searchers, and where value is actually created post-acquisition. The discussion blends tactical advice with candid reflections on boards, capital structures, and the realities of building durable businesses. They discuss: How searchers can identify and narrow industry theses before and during fundraising What investors look for when evaluating searcher talent beyond resumes Signs that a search is progressing well, including compounding learning and quality seller meetings Common deal pitfalls around quality, valuation, and defensibility How boards create value for first-time CEOs and evolving companies Links: Pacific Lake Partners Trilogy Search Partners Topics: (00:00:00) - Intro (00:01:54) - Fundraising and identifying industries (00:09:43) - Evaluating searcher talent (00:13:35) - Acquisition models and strategies (00:18:30) - Cap table construction and investor relations (00:20:28) - Navigating investor relationships (00:22:12) - Signs of a successful search (00:24:28) - Key metrics for searchers (00:27:14) - Lessons from recent deals (00:30:42) - Building an effective board (00:35:00) - Creating value in acquisitions (00:38:15) - Desert island CEO picks (00:39:48) - Sports rivalries and fun bets (00:41:45) - Conclusion and farewell

Building Trusted Brands with Dan Antonelli of Kickcharge Creative - EP.276

In this episode of Think Like an Owner, Alex Bridgeman sits down with Dan Antonelli to unpack why branding is the foundation of sustainable growth for home service businesses. Dan shares the long arc of building his firm through specialization, the discipline of saying no to the wrong work, and how focusing on being "five-mile famous" can dramatically reduce reliance on paid advertising. The conversation explores how brand decisions influence not just marketing efficiency, but recruitment, culture, and long-term enterprise value. We discuss: Why niching into home services unlocked scale, profitability, and clarity The difference between branding, marketing, and advertising and why brand must come first How strong brands lower customer acquisition costs over time The role of vehicles, mascots, color, and design in creating memorability Why internal culture and recruiting are deeply shaped by brand choices This episode is a must-listen for operators and founders who want to build a brand that drives growth, loyalty, and lasting competitive advantage. Links: KickCharge Creative - https://www.kickcharge.com/ Dan on LinkedIn - https://www.linkedin.com/in/danantonelli/ Topics: (00:00:00) - Intro (00:00:37) - Finding your niche in business (00:04:16) - The importance of branding in home services (00:05:32) - Making data-driven decisions (00:07:51) - Challenges and rewards of specialization (00:09:00) - The value of saying no (00:13:53) - Building brands that change lives (00:27:50) - The impact of branding on recruitment (00:32:30) - The power of a strong brand story (00:35:16) - Effective use of vehicles in branding (00:37:02) - The decline of phone numbers and QR codes (00:41:08) - The role of mascot branding (00:45:17) - The power of color in branding (00:53:36) - Retro vs. modern branding (01:01:49) - Customer experience and brand authenticity (01:07:31) - Final thoughts and recommendations

Right to Win EP.3: Learning to Fly with Jordan Huibers and Alvin Wong - EP.275

Alex Bridgeman is joined by Alvin Wong and Jordan Huibers on Think Like an Owner, exploring their long-standing partnership, the focused search that led them to Advanced Aircrew Academy, and the lessons they've carried into running the company. They walk through the origins of their collaboration, how a shared passion for aviation shaped their search thesis, and the discipline required to pursue only the opportunities that truly aligned with their experience and values. They also reflect on the emotional highs and lows of stepping away from a business they loved, only to return months later with deeper conviction and ultimately close the acquisition. Their discussion highlights themes of curiosity, humility, relationship building, and maniacal focus as tools that helped them through both the search and their first year as CEOs. They discuss: • How Alvin and Jordan developed their industry-focused search thesis and complementary roles within it • The emotional and practical challenges of walking away from an LOI and what ultimately brought them back • Lessons from navigating remote-team dynamics during their first year of ownership • The importance of curiosity, people-orientation, and focus as competitive advantages • Guidance for future searchers on prioritizing effectiveness over efficiency Links: Advanced Aircrew Academy - https://www.aircrewacademy.com/ Alvin on LinkedIn - https://www.linkedin.com/in/alvinwongto/ Jordan on LinkedIn - https://www.linkedin.com/in/jordanhuibers/ Learn more about Alex and Think Like an Owner at https://tlaopodcast.com/ Topics: (00:00:00) - Intro (00:04:55) - The origin of Alvin and Jordan's relationship (00:08:16) - The Search and circling in on an industry focus (00:23:15) - The first few months on the ground post-close (00:30:47) - How the Search community helped Alvin and Jordan (00:33:46) - Taking a people-oriented approach to the business (00:36:51) - Advice for the listeners

What You Learn After 40 years of Leading Through Change with T.J. Coombs - EP.274

In this episode of Think Like an Owner, Alex Bridgeman sits down with T.J. Coombs, an experienced operator and turnaround expert with decades of leadership across industries including building products, manufacturing, and distribution. T.J. shares lessons from his 40-year career helping companies navigate transitions, execute turnarounds, and build strong leadership teams. He discusses his philosophy of defining success by when you leave, the importance of disciplined assessments, and the hands-on approach required to truly understand and improve a business. They discuss: • How defining success as "when you leave" creates accountability in leadership transitions • Why the best business insights often come from the shop floor, not the boardroom • The mindset and structure required to execute successful turnarounds • How effective CEOs balance strategic vision with time spent in the field • The future of the building products industry and the growing importance of service and technology Links: T.J. on LinkedIn - https://www.linkedin.com/in/tjcoombs/ Topics: (00:00:00) - Intro (00:01:48) - The drive to lead (00:05:12) - When you know you're work is done (00:07:04) - Evaluating WHO you want to work with (00:12:17) - "Staple yourself to an order" (00:15:46) - Favorite questions to ask in order to better understand a business (00:18:08) - How long do you typically spend as an interim CEO? (00:20:06) - Involvement in hiring the permanent CEO (00:23:13) - Leading a turnaround business (00:31:00) - The key jobs of a CEO (00:42:56) - The state of the Distribution and Install industries (00:54:41) - Advice to building supply leaders