Matthew Efird shares his journey from working at a pharmacy management company to becoming a business owner, investing in Mosquito Joe and Lighting Pros. He discusses the challenges and successes he faced in starting and growing these businesses, as well as the decision to create a franchise system to support other seasonal business owners. Matthew emphasizes the importance of being a good steward of his investments and the value of embracing new challenges while acknowledging the need to balance ambition with practicality.

Matthew also discusses the significance of defining core values and hiring employees based on them, integrating these values into various aspects of the organization such as interviews, performance reviews, and team building activities. He emphasizes the culture of continuous improvement and personal development, aiming to create an environment where employees are encouraged to grow and learn. By setting the expectation for growth and learning from the beginning of employment, Matthew aims to foster a culture where employees are motivated to improve, ultimately benefiting the business and creating opportunities for personal and professional advancement.

Furthermore, Matthew highlights the pivotal role of customer feedback in driving business improvement, drawing from his own experience in the lighting industry. He emphasizes the value of accountability and appreciation for customer feedback, stressing that it not only fosters customer satisfaction but also mitigates the risk of negative reviews and customer attrition. His insights underscore the critical importance of actively soliciting, acknowledging, and acting on customer feedback to drive positive change and business growth.