
Former anthropologist @Columbia. Now building companies and Threshold, a brotherhood of entrepreneurs asking one another the oldest question: how to live well.
Joined November 2024
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Financial freedom is just one boring business away.
Someone is selling a landscaping business with 69% margins for 1.1x earnings because they hate money.
It’s run with fax machines and a whiteboard. The owner has never heard of ChatGPT.
Buy it, keep your day job, install some systems, and collect the checks.
Its 6:15 a.m. Your foreman has quit, two guys are in jail, and someone drove the zero-turn into a customer’s swimming pool.
The homeowner is threatening to sue. Your insurance agent isn’t answering. The guy who sank the mower wants to know if he’s still getting paid for the day.
Payroll is Friday, your best crew just walked off a job, and the foreman was apparently the only person who knew how to operate the scheduling software.
At 9 a.m., you join your W-2 team’s weekly Zoom meeting from the parking lot of a bail bondsman.
Your boss asks if you have the bandwidth to take on another project.
You’ve owned the business for eleven days.
Franchise nightmare continued.
Replying to @BrandonPahler
Nightmare. Like 90% failure rate. Over 100 closed. And most of the zees were really good, sharp folks.
A lot declared bankruptcy to keep their homes. A much more were in sort of financial purgatory. Enough savings / assets to not want a bankruptcy filing but not enough to pay off their note. So they’re running an unprofitable business 40 hours a week, crossing fingers something will change. Was sad.
I had 2 other companies and was able to just take my licks and move on. I def learned a lot, mostly about what not to do. Was expensive tuition.
In Savannah for the weekend. Just watched three pastel colored ghosts cruising through the historic district cranking Ice Ice Baby.
Evidently the ghosts here died in 1990.
I bought a home service franchise a few years ago. It was an absolute dumpster fire.
The same franchisor had a fencing brand. It was essentially a dashboard, SEO / PPC management, and a pricing tool that could be built in Chat GPT + a required late model pickup for a sales vehicle and bunch of other things in no way necessary to start this sort of business.
Most of them folded. And the ones that made it wished they’d done it alone.
I’m not saying all franchisors offer no value. But I think anyone ought to go into it cleared eyed about what they are being offered, and whether, given the debt you have to take on, you might be able to figure it out on your own without a PG on an SBA loan that could cost you your home.
Glad this dude figured it out. Rooting for him.
Best advice anyone’s ever given me. Wish @pinpulleddrmf had been on my dissertation committee 😂
My close friend asked me for tips on how to grow your audience on X.
This is what I told him:
“Mike, you’re very smart. PhD smart. You’re very intelligent and you’re great at critical thinking. I need you to stop doing all of that.”
@smallrites
Jack is really good at what he does. You ought to read this.
Replying to @GermanMotorsLV
@GermanMotorsLV has been fixing cars in Las Vegas since 1982. This week they started piloting AI automation.
I spent two days on-site with @MosheSherman00 and his team. Before we touched any tech, we walked the shop, talked to customers, and watched how the work actually flows: from the phone call to the service bay to the invoice.
We came out with three buckets:
→ Quick wins they can knock out over the next week
→ Bigger projects worth investing with a timeline to implement
→ An exciting automation that takes repetitive admin work off the team’s plate, so they can spend that time on what actually brings in revenue: customers and cars
The best part was watching a 40+ year old business get excited about trying something new, without disrupting what already works.
Thanks @MosheSherman00 and the @GermanMotorsLV crew for the hospitality.
If you run a shop, a service business, or anything with a lot of repetitive back-office work, this is exactly what we do at Dual Force Partners. DM me.
Hard to ask for a better endorsement from someone who knows the SMB world as well as Jon does.
Jon is welcome as soon as his kids grant him parole.
For the rest of you, no need to wait until your kids are grown.
I promise very little time will be spent sitting in coffee shops, and probably less on golf courses.
We're just getting started.
DM me if you want in.
This is 100% the move. And the same logic applies 10x to buying a franchise.
Ask yourself: if somebody gave me the 100-125k territory fee as start up capital for a business, could I figure it out on my own?
Most of the time, the answer is yes. And chances are you could figure it out for a fraction of that amount, and not sweat an SBA payment.
Happy for this dude.
Lat last year I almost bought a plumbing business for 750k. Would’ve have to personally guarantee a 10 yr SBA loan for a business doing 80k a month in revenue where half the net profit went to debt service.
Instead I took the down payment money and opted to start my own from scratch. 6 months in we hit the same monthly revenue as the other business but with no debt.
When analyzing a business to buy the question should always be asked, what would it take to start this and would I be better off in 12 months?
I don’t need a $5,000 longsword. But my boys deserve a father who owns one.
I’m asking 5,000 of you to invest $1 in their future. @XMoney
Appreciate the plug. We take reasonably successful, middle-aged men into the wilderness, deprive them of sleep, and occasionally allow them to shoot undersized wildlife. DM me if you want to join.
My man @smallrites took down this little fella.
He runs adventure/outdoor oriented peer groups and this trip was epic.
Old School Job-Site Sayings
For years we had a construction manager named James who had a never-ending well of one-liners and countryisms, most of which were ways to call someone an idiot.
James was in his 60s and grew up on a farm in rural South Carolina.
At least once a week, he'd drop a new banger.
A few of my favorites:
"Give me a couple fellas with a weak back and a strong mind and I'll get it done."
"That boy is dead from the neck up."
"I'm God's own redneck."
"If it was raining tits, that boy would still catch a dick."
"I'd rather give a bobcat a handjob in a phone booth than do that."
He nicknamed anyone who was lazy "Daisy." As in, "Some days he works, some days he don't."
Anytime someone had to go to the doctor: "You know they can't fix ugly."
When he had to stay on top of someone: "I have to ride that boy like a show pony."
I'm collecting these for posterity.
Add the best ones you've heard.
Me and @pinpulleddrmf have a peer group for entrepreneurs called Threshold where we do stuff like this.
In December, we’re going to camp and chase pigs for a few days.
Details:
Dec. 4–7, near Conway, SC.
Public land.
Spot-and-stalk hunting.
Primitive camping on a river.
Lots of miles on foot.
It’s about as much fun as you can have with your pants on.
We’ve got room for a couple more.
DM me if you want to come.
A piece of parenting vocabulary my wife and I have developed:
“Gene Parmesan Moment”
When a child experiences overwhelming excitement at the appearance of something objectively unremarkable.
IYKYK.
Michael Kennedy retweeted
NACRE
"Anything in life worth doing is worth overdoing. Moderation is for cowards."
At 10 I KO'd my spleen after crashing my bike, I blew out and then reconstructed both shoulders in high school (baseball), trouble in school, a few near misses with the law, barely graduated high school, but I wanted to be a SEAL...
Fuck it, push
So I joined the Navy, and since the wars were kicking and they needed guys I got waivers and made it through. Spent sixteen years as a SEAL deploying to the usual places, plus climbing, skydiving, BASE jumping, and skiing on the side. I had another 6 surgeries and countless minor injuries, partying with the boys and a series of failed relationships (mostly my fault), but I needed to go to 11...
Fuck it, push
I retired early because of all the ortho injuries (8 major surgeries). As I was retiring I began major renovations on a 4plex in San Diego and a ~ground-up SFR + detached garage/ADU in LA in 2021; turns out fighting the Fed and shady contractors and managing construction projects 3 hours apart is not the way to begin a real estate career. In late 2022 I could've sold the LA property, taken an L, and finished the San Diego project. But that would mean quitting...
Fuck it, push
By the time 2024 rolled around I was sleeping in the LA construction project because the money had run out. My body hurt so bad I could barely use a stationary bike (much less do something as exotic as a pushup), sleep was elusive but exhaustion ever present, but I was still insisting on going to school part-time and thought my body would straighten out any day now. But by 2026 I felt like an antelope at the end of a persistence hunt; I had no "Fuck it, push" left in me and was ready to accept my fate.
Fortunately, I made it through that dark night of the soul by holding on to the only things that truly matter, those closest to me. Returning to life, many lessons crystallized rapidly, such as:
-I'd turned my pain tolerance and tenacity from a strength to a weakness
-a good life requires far more than applying concepts like classical mechanics and microeconomics
-the emotional & social game is the most important game in life; all of our skills & abilities rest on this base
So why "NACRE"? Nacre is the iridescent substance that gives pearls their iconic look. When an irritant gets inside an oyster, the oyster first tries to expel it. If that fails, the oyster secretes nacre around the irritant, forming a pearl layer by layer. I've often thought about trying to go back and "fix myself" both physically & emotionally and get back to how I used to be or could've been. But recently I've seen this to be not only folly but denigrating to myself as well; my scars aren't going anywhere and are a part of me, giving me valuable depth and perspective. I choose to build a life with them and even because of them, not in spite of them.
Why am I sharing this? Getting better, in body, mind, and spirit, is my full-time job, and I'm sharing what I'm working on. I also believe that my failure modes are very common in type (especially for men) but more extreme in magnitude; as such the strengths & weaknesses are more evident. Hopefully by sharing I can help other people learn about their own lives, recoveries, and lifelong growth.
The opening quote is a line from the Frogman Toast (Frogman is a nickname for SEALs). It's a fun thing to belt out over beers with the boys, but it is not the life operating system I had made it. It got me here, and I'm grateful for those people, institutions, and versions of me, but it won't get me where I want to go. I accept responsibility for all my actions & their consequences, but as that philosophy approaches infinity it converges on 0, not infinity as I'd thought.
Thucydides described the error buried in the Frogman Toast 2,400 years ago in "History of the Peloponnesian War":
"Reckless audacity came to be considered the courage of a loyal ally; prudent hesitation specious cowardice; moderation was held to be a cloak for unmanliness."
I'm working towards health in body, mind, and spirit. This time moderation, as well as intuition & emotion, will hold equal billing with analysis & aggression.
PS,
Thanks to @moseskagan, @rossiadam, @matznerjon, @pinpulledrmf, and @krissbergtweets for encouraging me to write more; and thanks most of all to my Mom and brother (in the pic with me) for not only writing encouragement but so much more. She packs a lot of badass in that little frame, and he's been an irreplaceable friend & ally, helping me see another way.
I know your time is precious, so I will headline all future posts on this topic with "NACRE" so if that isn't your thing you can scroll by.





















