The Service Crucible Podcast
Hosted by Norris Ayvazian
Most advice in this industry sounds good on paper but quietly kills your margin, culture, and exit potential.
This podcast is built for owners who want to scale without losing their grip on quality, people, or profit.
Every episode brings you operators who’ve built real businesses—people with P&Ls, not personal brands. We dig into what actually moves EBITDA, what PE firms are really looking for, and how to run a service business that commands high multiples.
You’ll hear how top shops:
Keep marketing lean while growing fast
Use systems, not slogans, to scale
Build teams that don’t quit or coast
Make the shift from...Show more
All Episodes
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EP 3: Michael Venidis (Ryno Strategic Solutions)
In this episode of the Service Crucible Podcast, host Norris Ayvazian sits down with Mike Venidis, CXO at Ryno Strategic Solutions. More than just a conversation about digital marketing, this episode dives deep into the human engine behind every successful home service business. From compounding customer trust to building elite culture through character, Norris and Mike uncover what truly drives sustainable scale—from $2M to $10M and beyond. Listeners will walk away with tangible insights into: Why the call center is your first marketing channel How to create compounding marketing through service excellence The hidden power of personalized leadership and behavioral profiling How great companies build great people (and not the other way around) Whether you're a $3M shop looking to scale or a seasoned operator hitting a plateau, this is a must-listen.
EP 2: Derek Cormier (Climate Experts) - Unpacks the Secrets to Scaling Wisely
New Episode: Derek Cormier | Scaling with Systems, Not Gimmicks Derek built Climate Experts into a $10M+ home service machine without ever crossing a 7% marketing budget. We break down: Why most shops overspend on leads and what to do instead How bootcamp hiring filters the wrong fits fast The booking mistake most call centers still make What real KPI literacy looks like across a leadership team Why retention and culture, not paid ads, drive compounding growth. This one is for operators ready to drop the trends and run a business that actually works.
EP 1: Katie Donovan (Camp Digital) - What Really Drives Marketing Results in the Trades
On this episode of the Service Crucible podcast, Norris Ayvazian welcomes Katie Donovan, Founder of Camp Digital, for a raw, strategic conversation on what actually drives results in home service marketing. They tackle: Why booked calls alone don’t tell the whole story How to fix costly breakdowns between marketing and call centers What marketing agencies must understand before working in the trades Smart, simple ways to start using AI now—not later Why follow-up systems and memberships are your best growth levers If you’re spending big on ads but losing leads at the first phone call, this episode will challenge how you think—and show you what to fix first. If you're tired of empty metrics and agency fluff, this episode is your blueprint for clarity, accountability, and competitive advantage.%20SIZE%20(1)-1.png)