Josh Kelly, Tommy Mello, and me at Vertical Track in 2022. From our home-service collection . Tommy Mello: give customers a story they remember
If you run a home-service business, show homeowners who they’re inviting into their home. Tommy and I spent more than an hour on the Why Story formula: explaining the people and purpose behind a business. Use the conversation to shape the story your next customer sees.
Our conversation on Tommy’s Home Service Expert channel. Watch on YouTube . I keep coming back to the same practical lesson: show the person doing the work. A homeowner can see a contractor explain a job, meet the team, and understand why the business exists before making the first call. Those moments give the story something real to stand on.
The photograph above comes from Vertical Track in 2022, with Josh Kelly, Tommy, and me together. It belongs beside the conversation because it shows the people behind the work.
Explore more home-service conversations or visit Tommy’s channel .
More people I learn from and build with
Tommy Mello’s people, content and opportunities
Follow the people and published work to a useful next step. Dollar apples mark money pages; larger apples reflect declared relationship priority.
Tommy Mello: relationships, useful content and the work they support An organic tree with 7 major limbs and 18 distinct published pieces. Smaller limbs connect individual people and content. Each visible leaf represents one or more listed sources; its area follows that source count. Branch thickness shows declared relationship priority. Apple area follows declared relationship priority; content leaves show the published support. Unrated relationships use a neutral size. Numbered branches match the linked key and full source outline below. The trunk is Goals, Content, and Targeting and the purpose sits at the roots. Using the Why Story formula with Dennis Yu Relationships and gratitude with John Ruhlin When Tommy’s mother answered customer calls An upset customer and a delivery of flowers 1 Let people experience who… 1 Dennis Yu $ Money pages: Let people experience who you are. Priority 1; 4 supporting pieces. Suggested route to build. + Editorial idea, not published Help customers understand your brand before they call TMV and KickCharge announce their partnership 2 Make the company… $ Money pages: Make the company recognizable. Priority 1; 2 supporting pieces. Suggested route to build. + Editorial idea, not published Where AI fits in operating manuals Turn repeatable work into operating manuals An early conversation with Al Levi Make roles and advancement visible with an org chart 3 Make good work repeatable $ Money pages: Make good work repeatable. Priority 1; 4 supporting pieces. Suggested route to build. Finding great technicians Staffing systems and service quality Developing a team where everyone can win 4 Recruit and develop the… $ Money pages: Recruit and develop the team. Priority 1; 3 supporting pieces. Suggested route to build. Building a business that can be sold Customer databases, marketing and pricing with Ken Goodrich Vertical Track 2022 speaker announcement 5 Build the business beyond… $ Money pages: Build the business beyond one person. Priority 1; 3 supporting pieces. Suggested route to build. KPI calculator excerpt 6 Know which numbers need… $ Money pages: Know which numbers need attention. Priority 1; 1 supporting pieces. Suggested route to build. Is a high-lift garage-door conversion useful for your space? 7 Answer the customer’s… $ Money pages: Answer the customer’s garage-door questions. Priority 1; 1 supporting pieces. Suggested route to build. Goals, Content, and Targeting Tommy Mello Tommy Mello: relationships, useful content and the work they support An organic tree with 7 major limbs and 18 distinct published pieces. Smaller limbs connect individual people and content. Each visible leaf represents one or more listed sources; its area follows that source count. Branch thickness shows declared relationship priority. Apple area follows declared relationship priority; content leaves show the published support. Unrated relationships use a neutral size. Numbered branches match the linked key and full source outline below. The trunk is Goals, Content, and Targeting and the purpose sits at the roots. Using the Why Story formula with Dennis Yu Relationships and gratitude with John Ruhlin When Tommy’s mother answered customer calls An upset customer and a delivery of flowers 1 1 Dennis Yu $ Money pages: Let people experience who you are. Priority 1; 4 supporting pieces. Suggested route to build. + Editorial idea, not published Help customers understand your brand before they call TMV and KickCharge announce their partnership 2 $ Money pages: Make the company recognizable. Priority 1; 2 supporting pieces. Suggested route to build. + Editorial idea, not published Where AI fits in operating manuals Turn repeatable work into operating manuals An early conversation with Al Levi Make roles and advancement visible with an org chart 3 $ Money pages: Make good work repeatable. Priority 1; 4 supporting pieces. Suggested route to build. Finding great technicians Staffing systems and service quality Developing a team where everyone can win 4 $ Money pages: Recruit and develop the team. Priority 1; 3 supporting pieces. Suggested route to build. Building a business that can be sold Customer databases, marketing and pricing with Ken Goodrich Vertical Track 2022 speaker announcement 5 $ Money pages: Build the business beyond one person. Priority 1; 3 supporting pieces. Suggested route to build. KPI calculator excerpt 6 $ Money pages: Know which numbers need attention. Priority 1; 1 supporting pieces. Suggested route to build. Is a high-lift garage-door conversion useful for your space? 7 $ Money pages: Answer the customer’s garage-door questions. Priority 1; 1 supporting pieces. Suggested route to build. Goals, Content, and Targeting Tommy Mello
Purpose: Help home-service owners build capable teams, serve customers well and run stronger businesses.
18 selected published pieces. Leaf area follows the number of linked pieces. Unrated relationships use a neutral apple size; dashed apples mark suggested routes.
Explore the tree · Follow the connections · Connect the metrics
