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The Landscaper’s Guide to Modern Sales and Marketing Newsletter
SEPTEMBER 2025
Your Culture Is Only as Strong as the People You Tolerate THE REAL COST OF CULTURE MISFITS
Let me tell you something most business owners don’t hear enough: Sometimes, the key to growing your company is learning how to let people go. I’m not just talking about employees; I’m also talking about toxic clients. As CEO, one of my biggest roles isn’t just setting strategy or building systems. It’s cultivating a culture where people want to show up and do their best. That sounds like fun, and a lot of times it is. We take Mondays off in the summer. We hire people we love working with. We collaborate, laugh, and build. But keeping that kind of environment alive takes hard choices.
above, that maps out performance versus culture fit. Performance runs up and down, and culture fit runs left to right. In the upper right corner, you’ve got your dream team: high performers who are also fully aligned with your company’s values and energy. These are your A-players. They do great work and make everyone around them better. Now slide over to the left, but stay high on performance; these are the trickiest. They hit their goals, maybe even exceed them, but their attitude, behavior, or energy quietly corrodes the team. They’re the silent killers of culture, the C-players. On the flip side, someone who’s all heart and fits your values but hasn’t hit their stride yet? That’s a B-player worth coaching. And in the lower left, where performance and
culture both fall short, you already know that person’s got to go. This framework gives clarity because once you see where someone falls on that axis, the decision of whom to keep, coach, or cut gets a whole lot clearer. Never think that just because someone delivers, you should put up with the rest. I learned that the hard way. A while ago, we had someone on our team who checked every box on performance but clashed with others constantly. Arguments with managers, eye rolls during meetings, dismissive tones — it wore everyone down. When I finally let them go, my best team member came to me and said, “I was about to quit if you didn’t let them go.” That was a punch to the gut. I nearly lost one of my A-players because I was tolerating a C-player’s behavior. This wasn’t a one-off lesson. I’ve worked with people like Kelly Slater from Pleasant Landscapes, who backs her team when clients cross the line. If someone disrespects her crew, they’re out. Her employees know the company supports them, and they stick around because of it. Then there’s Aaron Wolfe from Wickenburg Landscapes. Every year, he intentionally lets go of 10% of his clients. Not because he doesn’t care about growth, but because he knows that his team can’t deliver outstanding results to people who bring nothing but negativity.
One of the most eye-opening tools I’ve ever used as a CEO is a simple axis chart, shown
High Performance
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I’ve had those tough conversations myself. A client once said, “I could get someone
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Low Performance
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RING THE BELL SPOTLIGHT Berns Landscaping Raises the Bar on Team and Client Experience
When Peggy Berns took the reins at Berns Landscaping, she knew growth wasn’t just about adding clients — it was about building the right team to serve them. Over the past two years, she’s led a cultural transformation, making tough calls to part ways with those who didn’t align with the company’s vision and bringing in people who share her passion for excellence. The change has been so positive that even former employees have returned, eager to be part of the renewed Berns culture. “Our website now works like another salesperson,” says Peggy Berns, owner of Berns Landscaping. “The pricing page alone saves us time and helps us connect faster with the right clients.” That same commitment to quality drives their marketing. After completing a second Marketing Audit with Ramblin Jackson, Peggy
invested in a major website upgrade designed to work like a 24/7 salesperson, featuring:
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A clear Pricing Page to prequalify leads Online Appointment Booking for faster sales conversations Updated Branding & Messaging to stand out in the Detroit metro market
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Employee Testimonials about the culture and career path A thought leadership podcast on the Landscaper's Guide podcast to inspire the green industry with Peggy's story about how she has grown fearless in firing bad fits
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These updates are already saving the team time on sales calls and helping them connect faster with the right prospects. Most recently, Peggy stepped in front of the camera for the first time to tell Berns Landscaping’s story through professional video. Our crew captured:
These videos will showcase what makes Berns different to both potential clients and future team members. By pairing fearless leadership with strategic marketing, Peggy is building a business that’s thriving, future- focused, and attracting the kind of people who value their high standards.
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Sales Process Milestone Videos to help prospective customers feel confident moving forward to the next step in the Berns sales process
That’s a big win — and one worth ringing the bell for!
Check it out at
BernsLandscape.com .
Capturing the Earth Development Difference in Green Bay
On our recent trip to Green Bay, Wisconsin, we partnered with Earth Development during their Company-Wide Sales Summit to capture their culture in action. From the moment we arrived, their commitment to being Reliable. Responsive. Partnering. was more than just a slogan — it was in the warm welcome, the open collaboration, and the way their leadership made time to connect with every team member.
This trip was also a milestone for our own crew. Marketing Coordinator Hayden Storms joined Jack for his first on-location shoot, arriving On Time & Prepared to Add Value with gear, shot lists, and a clear plan for capturing impactful B-roll. From studying techniques before the trip to framing key shots on-site, he approached every task with Craftsmanship in Life & Work, Especially on Fridays , where polish meets precision and even the smallest details get the extra care they deserve. Whether assisting with interviews, adjusting lighting, or catching candid moments, Hayden’s work behind the camera elevated the entire production and brought the Earth Development Difference to life.
Over two days, we filmed a YMCA client testimonial celebrating a 25-plus year partnership, recorded employee interviews, produced sales milestone videos, and captured a Ring the Bell workshop led by CEO Jack Jostes to celebrate wins and reinforce training. Between takes, we joined in team-building challenges — including a hot sauce gauntlet that pushed even the bravest to their limits — and saw firsthand how camaraderie and shared purpose drive their success.
And because no Green Bay trip is complete without soaking in the local flavor, we ran a mile around Lambeau Field, saw the Lombardi Trophy, and wrapped up the trip with Wisconsin cheese curds.
Partnerships like this remind us that great marketing isn’t just about what’s on camera — it’s about shared values, trust, and telling stories that last long after the lights are packed up.
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ChatGPT for Landscape Sales Pros and Owners Nov. 5, 9:00–9:45 a.m. MT • Phoenix, AZ See Jack speak at NALP ELEVATE The Landscaper’s Guide to Selling to the Affluent With Direct Response Marketing NALP ELEVATE Conference Nov. 2–5 • Phoenix, AZ Visit us at Booth #1531! Oct. 9, 9-10 a.m. MT • Virtual Event Livestream via Zoom from Lyons, CO Nov. 13, 10–11 a.m. MT • Virtual Workshop In partnership with the Texas Nursery & Landscape Association Fireside Chat — Ask Jack Anything About Sales & Marketing Dec. 11, 10–11 a.m. MT • Free Virtual Q&A Landscape Leader of the Year Livestream UPCOMING EVENTS
Schedule a 15-minute Marketing Brainstorm with one of our Landscape Marketing Assistants. In just 15 minutes, they will: • Offer game-changing feedback on your marketing ideas. • Find gaps in your existing campaigns. • Discuss your best marketing strategy. • Share next steps for success! This is a quick, easy, no-pressure call — and we’ll even send you beef jerky or candied almonds for your time. Visit LandscapersGuide.com/brainstorm to schedule your Marketing Brainstorm today. Ready to Level Up Your Marketing and Get More Hell Yes Customers?
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in India to do this for four bucks.” I paused. I didn’t react emotionally. I calmly said, “Well, why don’t you?” And then I dug deeper. Turned out, he was frustrated because six other agencies had failed him. When I reframed the conversation, validated his concerns, and clearly explained our process, things shifted. That client has now been with us for years and has become one of our most respectful collaborators. But not every situation ends with a happy turnaround. If they’re unwilling to collaborate professionally and respectfully, it’s time to call it quits. If you don’t guard your culture fiercely, you’ll lose the very people who make it great. So, sometimes firing a high-performing team member or a big-paying client is exactly what your business needs. Not because it’s easy. Not because it’s convenient. But because the cost of keeping them is quietly bleeding your company of its best energy, collaboration, and talent. And when you create a space where your team knows they’re protected, respected, and heard? That’s when the real growth happens.
LandscapersGuide.com/events
JACK JOSTES, CEO RAMBLIN JACKSON
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PO Box 1429 • Lyons, CO 80540 (303) 544-2125 • ramblinjackson.com
1 Toxic Employees and Clients Aren’t Worth It — And Here’s the Proof 2 Ring the Bell: Berns Landscaping Raises the Bar 2 Capturing the Earth Development Difference in Green Bay 3 Upcoming Events 4 Stronger Every Rep, Sharper Every Day INSIDE
THE DISCIPLINE OF DROPPING WHAT DRAGS YOU DOWN Deadlifts and Dead Weight
I never thought building muscle would make me a better business owner, but it absolutely has. A few years ago, I wouldn’t have been able to tell you what my VO 2 max was or how much muscle mass I had. Hell, I didn’t even think that mattered. But after working with a strength coach during COVID-19, things shifted for me fast. What started as a way to improve my bowhunting endurance turned into a lifestyle transformation. Now, I lift 4–6 times a week. I ruck. I run. I do yoga. I dunk myself in freezing creeks at the end of a 4.5-mile run. Not because it’s trendy, but because when I train like this, I think better, lead better, and deal with chaos as if it were just any other day.
running a company, problems can stack up fast (tax issues, tough decisions, staffing changes, etc.). You’ve got to be sharp. You’ve got to be centered. And physical strength gives me the mental clarity to do hard things without burning out. As I approach 40, I wanted to find a way to test and measure my fitness. I ended up committing to the Marine Physical Fitness Test (PFT) every quarter. It gives me something to measure against, just like I do in business. I started getting InBody scans so I could track muscle gains. I’ve added 5 pounds of muscle, and guess what? I’m heavier, but I’m also stronger and leaner. That mental shift — from judging a sole number on the scale to understanding what’s behind it — applies to business, too. Sometimes, growth looks like addition,
not subtraction. Sometimes it’s trimming, sometimes it’s bulking up. You don’t stay in one phase forever. Sometimes, you’re shedding dead weight, like trimming toxic clients. Sometimes, you’re building, investing in people, systems, and yourself. And the clarity I get from training gives me the strength to say no. No to bad fits. No to stress spirals. No to drifting off course. It sharpens my focus and deepens my resolve. I work out to lead better. I track my strength so I can make strong decisions. And if you’re running a business, I’d challenge you to get after it, too, not just to look better, but to be better, for your team, your clients, and yourself.
Here’s what no one tells you: The IRS doesn’t care how stressed you are. When you’re
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