Joe Crisara was once a home service contractor with a failing business. Deeply in debt, he had zero sales skills and undercharged for everything. He assumed the only way to create higher value was to do the same service everyone else did for a lower price. But when things looked most bleak, Joe had an aha moment. It not only changed his life but also skyrocketed his business. Since then, Joe and Julie, his wife and business partner, have helped thousands of contractors achieve three to five times greater revenue by implementing his transformative Pure Motive Service system. Joe's down-to-earth style and direct approach are based on having personally overcome the same pains, troubles, and struggles that all contractors face—all of which are still very real to him. Joe talks about taking on a leadership role, running a business with your spouse, his latest book, and more!

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