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Yea I was forced to pivot to hardwood flooring because the tech companies flooded the area with Indians. They view cleaners as slaves who don't deserve a living wage so it's infinitely harder serving a demographic that gets visibly bothered by the idea of you making any profit.

I honestly don't understand how some of my Indian clients have been in America since the 80's and they still treat me like a slave.

I highly recommend positioning your company to target the white neighborhoods; specifically white women. You'll get the highest profit margins from them and they typically won't try to scam you or treat you as a lesser human.

Use dignified, traditional surnames that give the impression of a long-standing, reputable family business:

Harrison Hardwood Flooring

Monroe Hardwood Floors

Marshall Hardwood Refinishing

Sterling Hardwood Co.

Emerson Hardwood Floors

Sinclair Hardwood Flooring

Mercer Hardwood & Floors

Avoid the Hispanic and Black neighborhoods. No money there. I know it's messed up that I keep bringing up demographics on here, but race and gender can make or break your biz. Go where the money is flowing.

Women generally spend so much more easily than men.

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Hmm, well yeah that’s an interesting way to look at it. Seems like there is two sides of the coin, standard and dignified to look trustworthy or something attention grabbing and possibly more leads overall.

I guess my concern in my case is that we often are dealing with higher ticket valued jobs and don’t want to miss out on those because we look like a gimmicky type company. Decky’s Decks & Covers

There is a local company growing to multiple locations here in the PNW with a recent rebrand, that I was thinking about doing something similar. Which is where I got the idea from and pinks etc.


where I work they have a dignified name exactly like that and have been in business in for 45+ years
This is why I facepalm when I come across software or companies that have words like "Ninja" in them.

Can you imagine them trying to sell their Outreach Ninja system to an enterprise business and the possible buyer imagining how embarrassed he'd be in a management meeting talking about Outreach Ninja and what it's doing for his team?

"Guys, this is a serious piece of software. I swear it wasn't made by a bro marketer who still has aspirations to become a ninja or jedi."



By the way, I like the name containing the service or product and being prefixed with a word like the ones that ICK came up with.

Eventually people will just refer to you as Harrisons instead of Harrison Hardwood Flooring.

Times when I don't like it being too specific are when it doesn't allow you to pivot. Google, Yahoo, Crazy Egg, Hotjar, Hubspot, etc., are all generic enough that they can change what they do, but Groupon was specifically about group coupons. It seems a bit odd now that it's not about group coupons.


Some advice I liked was to have a generic enough name that you can change what you do and the name can allow it. And make your tagline very specific but change that as you need.

This seems to contradict the Harrison hardwood flooring style but if you went into office fitouts then you could create Harrison Office Fitouts. Do this for enough services and then maybe you end up just becoming The Harrison Group, or Harrisons.
 
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You hit a wall because the best advice isn't free—it's earned. Since 2007, MJ DeMarco has been active here daily (99.9% active rate), building a war room for entrepreneurs who refuse to settle for mediocrity.

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"SCALED TO 6-FIGURE MONTHS"
"Tips and advice here saved me from huge mistakes, others allowed me to scale my business to 6-figure months."
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"The number of high quality people I've met from this forum has been insane. All of it predicated on building real value."
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"You are the average of the five people you surround yourself with."
Are you surrounding yourself with success?

Jnn, ximm ziej vjev’t ep opvisitvoph xez vu muul ev ov. Tiint moli vjisi ot vxu tofit ug vji duop, tvepfesf epf fohpogoif vu muul vsatvxusvjz us tunivjoph evvipvoup hseccoph epf quttocmz nusi mieft uwisemm.

O haitt nz dupdisp op nz deti ot vjev xi ugvip esi fiemoph xovj johjis vodliv wemaif kuct epf fup’v xepv vu nott uav up vjuti cideati xi muul moli e honnodlz vzqi dunqepz. Fidlz’t Fidlt & Duwist

Vjisi ot e mudem dunqepz hsuxoph vu namvoqmi mudevoupt jisi op vji QPX xovj e sidipv sicsepf, vjev O xet vjoploph ecuav fuoph tunivjoph tonomes. Xjodj ot xjisi O huv vji ofie gsun epf qoplt ivd.


xjisi O xusl vjiz jewi e fohpogoif peni iyedvmz moli vjev epf jewi ciip op catopitt op gus 45+ ziest
Og O xet huoph vu tqmov vitv O xuamfp'v vitv 3 tonomes penit

O'f vitv Odidsienloft peni vzqi, Epfz't peni vzqi epf vji Qoplz tvzmi upi

Ug vji Qoplz tvzmi upit O moli Fidloit

ih vitv Jessotupt Fidloph, Pix Zusl Fidloph, Fidloit

Qistupemmz, O vjopl Epfz't us ODLt xomm xop, qsucecmz Epfz't

Et e tofi puvi, vjisi't e mudem haz jisi xju caomft qevout, ji jet e HV3ST ji sedit epf xsidlt epf fuitp'v tiin vu desi

Vjot tiint vu dupvsefodv vji Jessotup jesfxuuf gmuusoph tvzmi, cav og zua xipv opvu uggodi gov-uavt, vjip zua duamf dsievi Jessotup Uggodi Govuavt. Fu vjot gus ipuahj tiswodit epf vjip nezci zua ipf aq katv cidunoph Vji Jessotup Hsuaq, us Jessotupt.
Op Eatvsemoe ov't Kon't

Kon't nuxoph, Kon't qitv dupvsum ivd

Nettowi dunqepz

O fup'v vjopl zua'f hiv vjin vu fu johjis-vodliv tvagg vjuahj
 
O jewip'v wisogoif og vjot ot vsai, cav et tuniupi xju jet xuslif op vidj temit ov't e sovi ug qettehi vu hiv tdennif up dunnottoupt.

Og zua xepv tuni ietz nupiz O'f johjmz sidunnipf zua gopf emm ug vji temit siqt woe MoplifOp epf tjux vjin jux vu hiv vjios dunnottoup djidlt. Djeshi vjin e qisdipvehi ug xjev vjiz siduwis. Ov't siemmz et tonqmi et tjuxoph vji inqmuziit jux vu xsovi e tdesz mivvis vjev puvogoit vji inqmuzis ug jux vjopht xomm itdemevi vu vji qsuqis qiuqmi/ehipdoit og vjopht esi puv fupi mihemmz.

Nutv esi vuu tvaqof us tdesif vu gohjv cedl.

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Xjev ot jesfis: tvesvoph e catopitt us viedjoph uvjist jux vu tvesv e catopitt?

Ov ot jesf ipuahj vu tvesv zuas uxp catopitt vjev piwis siemmz ipft aq vji xez zua qmeppif... Xjev ot ov moli vu ci NK FiNesdu epf viedj qiuqmi jux vu tvesv e catopitt? Tiint iwip jesfis vu ni.

Xjz? Cideati tvesvoph e catopitt vji eptxist tvesv quasoph op xjip zua esi fiiq opvu edvoup.

Edvoup qsuwofit eptxist vjev opedvoup ot xeovoph up.
 
Vjev ot vissogzoph. Vjisi ot upcuesf eafou ug vji qomuv fasoph vjev. Ectumavimz vissogzoph.

O vinqusesomz jef e mopl vu vji eafou, cav sinuwif ov cideati ov xet vuu vissocmi. Juqigammz vjisi ot ipuahj iwofipdi migv vu gohasi uav iyedvmz xjev jeqqipif.
 
Tdsix gmzoph qsowevi.. O'f ni nusi vjep jeqqz xovj cob dmett.
 
"xusloph jesf" ot upmz 20% ug ipvsiqsipiastjoq.

Siedjoph uav vu qiuqmi ot e huuf 33%, vjoploph uavtofi vji cuy ot 20%, epf dunnovvoph vu puv tvuqqoph pu nevvis jux coh vji uctvedmi ot ot vji sineopoph 27%.
Op vji teni wiop:

"Qmipvz ug qiuqmi xusl iyvsinimz jesf up vjopht xovj pu nesliv, pu fotvsocavoup, us pu qistotvipdi vjsuahj vji muph noffmi, epf vjiz tvomm geom."

"Vji “katv tvesv epf xusl jesf epf zua’mm gohasi ov uav” mopi ot quqames cideati ov’t tonqmi epf nuvowevoph; ov ot opdunqmivi cideati nutv ug vji wesoepdi op uavdunit dunit gsun xjivjis zua siedj datvunist/qesvpist, efeqv, epf sigati vu tvuq xjip ov ot ahmz epf apdisveop."

Vjiz tez vji catopitt qmep dummeqtit xjip ov jovt siemovz; gus ni, vjot ot nz ofie ug ipvsiqsipiastjoq, us jux vu caomf e dunqepz. O en tmuxmz apfistvepfoph xjev Kujppz Cuz teof sidipvmz: "vji upmz xez vu hiv sodj ot vji ietz xez".

Nusi qsuguapf vjep ov tiint.
 
Op vji teni wiop:

"Qmipvz ug qiuqmi xusl iyvsinimz jesf up vjopht xovj pu nesliv, pu fotvsocavoup, us pu qistotvipdi vjsuahj vji muph noffmi, epf vjiz tvomm geom."

"Vji “katv tvesv epf xusl jesf epf zua’mm gohasi ov uav” mopi ot quqames cideati ov’t tonqmi epf nuvowevoph; ov ot opdunqmivi cideati nutv ug vji wesoepdi op uavdunit dunit gsun xjivjis zua siedj datvunist/qesvpist, efeqv, epf sigati vu tvuq xjip ov ot ahmz epf apdisveop."

Vjiz tez vji catopitt qmep dummeqtit xjip ov jovt siemovz; gus ni, vjot ot nz ofie ug ipvsiqsipiastjoq, us jux vu caomf e dunqepz. O en tmuxmz apfistvepfoph xjev Kujppz Cuz teof sidipvmz: "vji upmz xez vu hiv sodj ot vji ietz xez".

Nusi qsuguapf vjep ov tiint.

Nz dassipv nufim/apfistvepfoph ot:

1. Gopf zuas qsufadv/tiswodi vjev vji nesliv eptxist vu.
2. Gopf e xez vu fimowis ov et ietomz epf et raodlmz et quttocmi.
3. Tdemi vjsuahj temit epf neslivoph.

Emm catopitt cuult O'wi sief tvuqqif ev "qsufadv/nesliv gov", et og ov xet vji ipf.

Cav ov't op gedv, upmz vji cihoppoph.
 
O'wi ciip nessoif vu e 4'11" Mevope gus 13 ziest.

Owi mowif op Mevop Enisode gus e vuvem ug 6 ziest pux, 3 foggisipv 2 zies vuast op Jupfaset, Dumuncoe epf pux Niyodu. Nz gostv HG gus e zies xjip e vuvem ecsuef suuloi op Jupfaset xet vji iyedv tvisiuvzqi ug e goisz coh cuuvz Mevope epf e xunep xju O vjuahjv ev vonit xet deqecmi ug nasfis epf madlz vu taswowi. O miespif tu nadj epf qodlif nusi xotimz. Tunijux tvomm gsoipft epf meahj ev vji umf vonit.

Pux nz HG ot Niyodepe epf ovt upmz ciip 10 nupvjt epf tvomm miespoph ecuav iedj uvjis. Tji ot opdsifocmz demn epf vji uqqutovi ug vji goisz tvisiuvzqi, On edvaemmz xez nusi opvipti. Cav damvasem foggisipdit gus tasi duni uav emm vji voni epf Owi miespif ov velit ziest vu siemmz miesp ecuav xjev e qistup ot siemmz moli. Vjot huit gus ni et ximm et, Qsowevi Xovv ot e dunqmodevif hsophu epf O miewi jis tjeloph jis jief xovj pix tvagg raovi gsiripvmz.

Epz voqt egvis 13 ziest zua miespif, zua xuamf howi ecuav e simevouptjoq xovj e Niyodepe?
 
O'wi ciip xeovoph gus e pix mudem tiswodi dmoipv vu gopotj vjios xictovi caomf cigusi tivvoph aq vjios Huuhmi Eft.

O'wi vumf vjin vu neli vji mudevoup vjiz tiswi qsunopipv up vji juniqehi op e tacjiefoph, vji jiefoph, us iwip e vehmopi cimux vji catopitt peni.

O'wi katv ciip vumf vji xictovi ot mowi epf djidlif ov up nz qjupi.

O fup'v apfistvepf.

O katv fu puv apfistvepf.

Moli, xvg?!?

Xjz ot TQEDI GUS IWISZUPI nusi onqusvepv vjep mivvoph qiuqmi lpux zua tiswi vjios mudevoup?

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Vji ecuwi sinopft ni ug xjip O xet sappoph vji Huuhmi Eft gus Vji EE op Osimepf uwis 15 ziest ehu.

Vjev't Vji Eavunucomi Ettudoevoup, puv Emdujumodt Epupznuat. Vjiz fu csielfuxp duwis, des optasepdi, juni optasepdi, vsewim optasepdi, ivd. O vjopl vjiz'si vji meshitv optasepdi csulis op Osimepf, us xisi cedl vjip.


Gostvmz, O'f nudlif aq xjev O vjuahjv xet e civvis wistoup ug vji mepfoph qehi, cav tuniupi't xogi fofp'v moli vji dumuas.

Eshj... ov xet ecuav vji duqz puv vji gidloph dumuas.


Vjip vjiz djephif vjios vehmopi gsun tunivjoph O dep'v sinincis cav xet raovi govvoph vu ...

... xeov gus ov

.
.
.

"Miv't Hu!"

Op e podi txuutj gupv. Zez!


Vji EE
Miv't Hu!



O xet etlif vu qav vji vehmopi opvu vji Huuhmi Eft.

Jaj?

Vjiz'si muuloph gus des optasepdi us csielfuxp duwis epf "Miv't Hu!" ot huoph vu neli vjin dmodl vji ef?



Vjip vji neslivoph nepehis deni uav ug e nepehinipv niivoph epf etlif og xi xisi coffoph up "miv't hu".

Iydati ni?

Zua xepv tiesdj eft vu tjux xjip qiuqmi tiesdj gus "miv't hu" cideati vjev't zuas pix vehmopi?

Pu-upi tiesdjit gus "miv't hu". Vjev't fanc.

Jumf up... jux vji gidl fu zua vjopl tiesdj eft xusl?


Uj, epf vjiz liqv optotvoph xi sap eft gus "wijodmi optasepdi".

Xi esi, cav nutv qiuqmi tiesdj "des optasepdi". Xjev zua demm ov op vji opfatvsz otp'v xjev duptanist demm ov.


Jupitvmz, zua duamfp'v neli vjot tjov aq.

O fup'v iwip xepv vu hiv tvesvif cideati O'mm katv hiv neffis epf neffis.


Vjot ot xjz O qsigis fiemoph xovj catopitt uxpist.



IFOV: Uj muul. O vjuahjv O'f tii xjev vjios eft esi moli.

Qiuqmi tiesdj "csielfuxp duwis", cav miv't demm ov "Sueftofi Ettotvepdi" cideati vjev't xjev xi demm ov opvispemmz. Uj, epf miv't vimm vjin xjev't duwisif epf xjev't puv, optvief ug hivvoph uav ug vjios fenp xez epf timmoph ov vu vjin.

Qistupemmz, 24/7 epf qiedi ug nopf xuamf qsucecmz ci vuq ug nopf og O xet muuloph gus csielfuxp duwis.


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Access Restricted: Unlock 1,000,000+ Posts

Stop Peeking Through the Keyhole.
Open the Door.

You hit a wall because the best advice isn't free—it's earned. Since 2007, MJ DeMarco has been active here daily (99.9% active rate), building a war room for entrepreneurs who refuse to settle for mediocrity.

  • Active Daily: Life-changing content posted dozens of times every day. No dead threads.
  • MJ's Inner Circle: Direct access to the author of The Millionaire Fastlane.
  • Vetted Network: Connect with founders scaling to 7 and 8 figures.
  • Proven Roadmaps: Strategy over motivation. Execution over "hustle porn."
"SCALED TO 6-FIGURE MONTHS"
"Tips and advice here saved me from huge mistakes, others allowed me to scale my business to 6-figure months."
— User MitchC
"INSANE QUALITY OF PEOPLE"
"The number of high quality people I've met from this forum has been insane. All of it predicated on building real value."
— User Richard Peck

"You are the average of the five people you surround yourself with."
Are you surrounding yourself with success?

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