A show about business, sales, goals, and the pursuit of personal greatness, all where business gets done. The Kitchen Table.
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July 10, 202628 min
Roofing State of the Union: Why We're Betting Big on Recruiting
EPISODE NOTES
Ken explains why he's committing to more solo episodes to focus on the "state of the union" of the roofing/home services industry
How EOS (Entrepreneurial Operating System) helps break yearly goals down to weekly, department-level numbers
The difference between a mentor (free) and a coach (paid) — and why Ken still values both
Recruiting was identified as the company's #1 issue, not marketing
Canvassing still drives 70–80% of leads; a 3:1 canvasser-to-closer ratio is the industry benchmark
Why an internal recruiter alone can't scale fast enough for rapid multi-market growth
Ken's belief that Potomac Custom Remodeling can become the premier roofing company in the DMV within 1–2 years
The decision to hire an outside recruiting company — and the "spend the money to force commitment" mindset (the gym/soccer analogy)
Balancing entrepreneurial risk-taking against CFO/accountant advice
Lessons from time spent with his friend Brandon, who scaled a business from $5M to $80M+
Why Ken got jaded with coaches/gurus early on, but still believes the core concepts (affirmations, manifestation, NLP) work
The importance of rebuilding company culture and reinvesting in people
A new couple's practice: daily affirmations inspired by friends Brandon and Kelly, and getting his wife Becca more involved in the business and finances
Reflections on taking a real vacation for the first time and recharging
Closing thoughts on gratitude, opportunity, and America around the 4th of July
June 19, 202637 min
The Canvassing Blueprint: How to Build a Door-to-Door Team That Actually Works
Justin Donawa has been in the canvassing industry for 8.5 years, starting at age 19 while in college and rising to VP of Field Marketing at Potomac Custom Remodeling.
The episode digs into why leads are the #1 challenge for any retail home improvement company — and why canvassing remains the most immediate and cost-effective solution.
Insurance restoration vs. retail canvassing: the key structural differences and why retail requires a setter/closer model.
Hiring advice: why you should try to talk candidates OUT of the job during the interview to filter for genuine grit and commitment.
Great canvassers succeed because people buy from people they like — not from the one who knows the most.
Training fundamentals: daily out-loud pitch repetitions, recording yourself, and getting third-party feedback are non-negotiable.
Gamification tactics: objection-handling competitions, pair pitching in front of the team, and rotating partners and neighborhoods keep teams sharp and engaged.
Strong leadership is a retention tool — canvassers stay when they respect and learn from their manager.
Why canvassing still outperforms digital leads: human trust and authentic interaction beat search results, especially as AI-driven content erodes homeowner trust online.
Recruiting is the most underrated part of building a retail department — companies likely already have strong candidates sitting in their past applicant files.
Viewers are invited to drop questions in the comments for potential future episodes with Justin.
June 5, 202627 min
From Homeless to $3–5 Million: Cory Smeallie's Roofing Redemption Story
Guest: Cory Smeallie, Owner & CEO of TrueShield Exteriors LLC (Northeast Ohio)
Host: Ken Baden, CEO/Owner of Baden Consulting & Potomac Custom Remodeling
Cory shares his personal story of addiction and recovery — last use date: April 10, 2014
His entry into sales came through a Facebook video from Josh Diamond Burger of Next Gen
TrueShield Exteriors launched just over a year ago; did $300K in year one, pacing $3–5M currently
Cory brought his father on as production manager when starting the company
Discussion of the major Northeast Ohio hailstorm and what it means for the market
Cory's philosophy: fix small things for free to build trust and earn long-term customers
Book recommendation: Beyond the Hammer — highly recommended for contractors and business owners
The insurance restoration game has changed: documentation and professionalism matter more than ever
Cory's hiring philosophy: value people's goals and full lives, not just their output
He's currently recruiting sales reps in Ohio — reach out via his socials or website
🌐 TrueShield Exteriors: https://www.trueshieldexteriors.net/
📸 @neighborhoodroofer: https://www.instagram.com/neighborhoodroofer/
🌐 Baden Consulting: https://www.badenconsulting.net/
🌐 The Kitchen Table Podcast: https://www.thekitchentablepodcast.net/
TIMESTAMPS
0:00 — Introduction & Welcome
0:18 — Ken introduces Cory Smeallie from Northeast Ohio
1:13 — The record-breaking Ohio hailstorm & what it means for roofers
3:21 — How Cory got into the industry — 10 years in roofing
4:26 — Finding roofing sales through a Facebook video from Josh Diamond Burger
6:00 — Cory's rocky past: the factory accident, opioid addiction & homelessness
7:11 — Getting clean April 10, 2014 — how recovery led to opportunity
9:00 — What roofing attracts people in recovery & the instant gratification culture
10:38 — The "chuck in a truck" era vs. being a true professional in the space
12:01 — Stop looking for magic scripts — documentation and consistency win
13:17 — TrueShield Exteriors: just over a year old, $300K year one, pacing $3–5M
14:07 — Bringing his dad up from South Carolina as production manager
15:15 — Doing small jobs for free to build trust and earn word-of-mouth referrals
16:19 — Book recommendation: Beyond the Hammer
17:03 — Growth plans, longevity, and building something his son can inherit
18:00 — Why he started his own company: controlling the customer experience
20:02 — Baden Consulting's vision and what the right investing partner could unlock
21:06 — Running the business daily: playing sales manager while building the team
21:33 — His top retail rep: a former X Games racer turned roofer
23:12 — Finding talent in unexpected places (the gym, a gas station)
23:50 — Hiring a current EMT/firefighter and paying for half his schooling
25:00 — Building a culture where people want to show up
26:07 — How to find Cory and TrueShield Exteriors online
27:27 — Wrap-up & closing
May 29, 202617 min
Solo Episode: What's Really Happening in Roofing & Home Services Right Now
Episode Notes
Ken is recording solo after a scheduling change — and with a sinus infection
The podcast is doubling down on roofing and home services as its primary niche
Major roofing companies in the DC metro area are scaling back, cutting staff by up to 50%, or folding entirely — some owing distributors millions
Ken shares his philosophy: when the market is down, lean in and grow market share
Potomac invested heavily in brand building, SEO, and social media in Q1 — evaluating results and adjusting
The 90-day rule: if a new hire, division, or initiative isn't paying for itself in 90 days, it gets cut — no exceptions
Ken reflects on becoming a dad and how it's changed his perspective on success, stress, and what "winning" really looks like
He opens up about his 20-year history with wife Becca, his past addiction, and how gratitude now drives him more than fear
Potomac is actively hiring in PA, DE, MD, and VA
A young fan approached Ken at the gym mid-workout — a moment that reminded him the podcast is making a real impact
Discussion on private equity: Ken clarifies he doesn't want to sell the company — he wants to be invested in
Sales tip: don't let a good year make you complacent — comfort at any number keeps you at that number
Business owner's stance on rude customers: Ken will never expect his team to be disrespected for a sale — and coaches his reps to calmly call bad behavior out
Ken plans to circle back at year-end to see if the seeds planted in H1 yield the harvest he's expecting
Timestamps
0:00 — Intro & sinus infection disclaimer
1:30 — Why Ken is going solo today; podcast niche shift to roofing & home services
2:30 — State of the union: DC metro roofing market reality check
4:00 — Why big companies are cutting staff and going under
5:30 — The opportunity in a down market (the stock market analogy)
7:30 — Profitability discipline: never sacrifice net profit for volume
10:00 — The 90-day rule for new hires and new initiatives
14:00 — Potomac's brand-building investments in Q1 and what they learned
20:00 — A shift in mindset: why Ken says he's been "acting weird" lately
21:00 — Fatherhood, fear, and the two types of fear
22:00 — Getting a colonoscopy at 40 — taking health seriously for the family
24:00 — Ken's story with Becca: 20 years, second chances, and true gratitude
28:00 — Inviting God in vs. trying to will success — how his approach has changed
32:00 — "I've already won" — redefining success beyond business goals
35:00 — Making Becca happy isn't soft, it's intentional
37:00 — Private equity conversation: we don't want to sell, we want to be invested in
38:30 — Recruiting is the #1 challenge right now; Potomac is hiring
39:00 — Fan encounter at the gym — podcast is making a real difference
40:00 — Oversaturated market, but easier than ever to stand out
42:00 — Sales complacency: don't let a good year keep you from having another one
43:30 — Handling rude customers: the owner's stance and how to call bad behavior out
47:00 — Shooting a family commercial this week; Potomac is a legacy business
48:00 — Closing thoughts: gratitude, circling back at year-end, and a call for listener engagement
May 22, 202643 min
The Lead Problem Is Solved — If You're Willing to Use AI with Chris Mechanic
Guest: Chris Mechanic — serial entrepreneur, founder of WebMechanix (sold after 15 years, 9x Inc. 5000), and creator of Mecha AI, a voice AI platform built for high-volume lead gen businesses. Chris came up through SEO and affiliate marketing, built a nationally recognized digital agency, achieved a successful exit near his 40th birthday, and then dove headfirst into the world of voice AI after seeing the technology's potential to solve real call center problems.
Host: Ken Baden, CEO/Owner of Baden Consulting and Potomac Custom Remodeling — a hands-on entrepreneur in the DMV home improvement space who isn't afraid to share what's working and what isn't inside his own business.
What you'll learn in this episode:
Why 20–25% of contractor calls go unanswered (Service Titan data on 1M calls)
How voice AI handles inbound calls, canvasser confirmations, and after-hours leads
The rehash strategy that can recover 20–30% of lost revenue
Why disguising a rehash call as a customer survey is pure gold
The hidden value inside your existing customer list
Why social media group engagement (Facebook, Reddit) beats posting on your own page
How Geo-targeted YouTube ads let you become "famous" in your town for very little money
Why contractors undervalue their customer lists — and how to finally monetize them
What "hardened" means in AI — and why it matters for your voice agent
Resources mentioned:
Mecha AI: mechai.com / stupidupside.com
SEO by WebMechanix: seobywebmechanix.com
Outbound Ops: outboundops.com
The Kitchen Table Podcast: thekitchentablepodcast.net
Baden Consulting: badenconsulting.net
Service Titan 2023 call study (1M contractor calls)
Chris's contact: LinkedIn — https://www.linkedin.com/in/chrismechanic/
⏱️ TIMESTAMPS
0:00 — Welcome & Intro: Who is Chris Mechanic?
1:00 — Chris's background: Self-taught SEO, affiliate marketing, starting WebMechanix
1:45 — 15 years of growth: 9x Inc. 5000, 23–24% growth annually
2:00 — The exit: Selling the agency around his 40th birthday
2:30 — Life after the exit: The identity crisis and going stir crazy in retirement
4:00 — The pivot: How voice AI got on Chris's radar (enterprise financial services project)
5:30 — Ken's story: Investing heavily in marketing and chasing the lead problem
6:00 — How Baden Consulting started using Mecha AI — and why Ken was a skeptic
7:00 — The AI answers every call: "Flow" and the 24/7 call routing system
9:00 — The stats: Service Titan data shows contractors miss 20–25% of calls
11:00 — Canvasser confirmation calls and what AI does better than humans
13:00 — The power of a consistent, "hardened" B+ agent vs. your best human rep
14:30 — AI and jobs: Why none of Chris's clients are using AI to cut headcount
16:00 — Rehash strategy: The one-call-close model and why margins drop after you leave
19:00 — The survey + rehash combo: Ken's gold nugget for recovering lost leads
22:00 — Multiple rehash cohorts: Pitched but said no, ghosted, or never reached
24:00 — Direct response marketing principles applied to home improvement
26:00 — Your customer list is your goldmine — and contractors aren't using it
31:00 — Social media strategy: Get off your own page, infiltrate the conversations
32:00 — Reddit and AIO (AI Optimization) as the new SEO
33:00 — Geo-targeted YouTube ads: Become famous in your town for less than TV
36:00 — Monetizing your customer list with referral partnerships and upsells
38:00 — Ken's honest review: From pessimist to all-in on Mecha AI
40:00 — Where to find Chris and demo Mecha AI
41:30 — Closing thoughts and see you next time
May 15, 202632 min
How Smart Business Owners Use AI & Virtual Assistants to Buy Back Their Time | Andrew Hathaway
EPISODE NOTES
Andrew Hathaway is Co-Founder of Freedom.AI and operates out of Cherry Creek, Denver — right in the heart of the private equity and M&A world.
His three-part framework for business owners: Executive Assistants for time freedom → AI automation for operational efficiency → Life insurance strategies for financial freedom.
The "Become Your Own Bank" concept: using a permanent life insurance policy's cash value to finance major business purchases (trucks, equipment, bonuses) while your money keeps compounding — effectively making one dollar work in two places.
Why virtual assistants (VAs) from the Philippines remain a competitive advantage — Andrew says he'd never go back to hiring Americans for admin roles, given the cost difference and quality of talent.
AI phone answering and overflow call handling is already working for home service companies — Andrew admits he was skeptical but is now a believer.
Private equity is aggressively acquiring home service companies right now, including roofing, fire safety, HVAC, and plumbing. Andrew recommends always using an M&A advisory firm before engaging PE — going in alone can drop your multiple from 7-8x down to 4-5x.
Ken shares Potomac Custom Remodeling's 2025 revenue goals ($20M minimum, shooting for $30M) and expansion into Delaware and Pennsylvania.
Baden Consulting is pivoting to serve the roofing/retail roofing consulting niche with a community-based model after strong demand on social media.
Andrew's closing legacy thought: beyond business, he wants to be remembered as someone who helped blue-collar entrepreneurs become spiritual leaders and positively impacted lives in the marketplace.
TIMESTAMPS
0:18 – Welcome & Introduction
1:00 – Andrew's world: Private equity, M&A, and home services in Denver
3:00 – The fire safety industry and PE acquisition frenzy
5:00 – Andrew's business model: EAs, AI, and life insurance strategies
6:00 – The "Become Your Own Bank" concept with life insurance
10:00 – Virtual assistants vs. AI automation — what's still worth hiring a human for
13:00 – The private equity opportunity for home service owners
15:00 – Why you need an M&A advisor before talking to PE firms
18:00 – Ken's growth goals: Potomac Custom Remodeling's 2025 plan
20:00 – Staffing challenges in scaling a roofing company
23:00 – Baden Consulting and the roofing community pivot
26:00 – Andrew's 2025 business goals: targeting $10M per company
29:00 – How to contact Andrew Hathaway
31:00 – Andrew's legacy: faith, family, and marketplace leadership
🔗 Connect with Andrew Hathaway:
LinkedIn: https://www.linkedin.com/in/anhathaway/
Instagram: https://www.instagram.com/theandrewhathaway/
Website: www.hathawaydashcompanies.com
🌐 The Kitchen Table Podcast: thekitchentablepodcast.net
🏢 Baden Consulting www.badenconsulting.net
🏢 Potomac Custom Remodeling: www.potomaccustomremodeling.com
#BlueCollarBusiness #AIAutomation #HomeServicesBusiness #PrivateEquity #BusinessFreedom #TheKitchenTablePodcast
May 8, 202629 min
Brothers Beyond the Finish Line: Brent & Kyle Pease on Faith, Disability, and Iron Man
EPISODE NOTES
Brent and Kyle Pease are co-founders of the Kyle Pease Foundation, based in Atlanta, GA
Kyle has cerebral palsy and competes in full Ironman triathlons alongside his brother Brent
In an Ironman, Brent pulls Kyle through a 2.4-mile swim in a boat tied to his waist, pedals a three-wheeled bike with Kyle seated in front for 112 miles, and pushes Kyle in a chair for a 26.2-mile run
They have completed 6 full Ironman events together
The Kyle Pease Foundation helped 170 families find finish lines last year
The brothers published a book in 2019 titled "Beyond the Finish"
They are active public speakers with engagements in Richmond, Phoenix, Cincinnati (Council on Aging), and have spoken in Maui
Host Ken Baden shares his own story of personal struggle, including addiction and recovery, connecting it to the episode's broader themes of resilience
Brent's turning point included spending his last dollars on a bicycle
Kyle's vision for the next 5 years: continuing to open doors for people with disabilities to reach their full potential
Brent's 5-year vision: scale the Foundation to support 300+ families and help people see what's possible beyond the finish line
Closing quote from Brent: "Inspire your own change through movement. Motivation follows action."
TIMESTAMPS
00:00 — Welcome & Introductions
01:50 — Who Are Brent & Kyle Pease? The Story of the Kyle Pease Foundation
03:00 — Building a Nonprofit from the Kitchen Table
03:55 — What It's Really Like to Do an Ironman with Cerebral Palsy
05:30 — The First Ironman: Losing the Wheelchair & a Moment That Said It All
06:20 — Will There Be Another Ironman? The Door Is Cracked Open
07:00 — Ken Opens Up: Recovery, Addiction, and Finding Redemption Through Movement
10:50 — The Mental Battle Inside an Ironman — How Kyle Keeps Brent Going
13:30 — The Business of Endurance: Parallels Between Racing and Entrepreneurship
14:40 — Kyle Explains Why He Chose Ironman — No Wheelchair Division, Just the Race
15:50 — Breaking Down the Ironman: What Brent Actually Does for 15 Hours
17:10 — The Brother Bond and Shared Sacrifice
17:45 — The Book: "Beyond the Finish" and How It Came to Be
21:30 — Their Public Speaking Work and What Audiences Can Expect
23:00 — Upcoming Events: Richmond, Phoenix, Cincinnati, and Beyond
24:35 — Where Will They Be in 5 Years?
25:30 — The Foundation's Impact: 170 Families and What Comes Next
26:50 — Where to Find the Kyle Pease Foundation
27:00 — Final Wisdom: "Motivation Follows Action"
April 17, 202651 min
Buying, Building & Scaling Blue Collar Businesses | Ian McCarthy of Blue Claw Group
Guest: Ian McCarthy — President of Blue Claw Group LLC LinkedIn: https://www.linkedin.com/in/ian-mccarthy-a08ab725/ Website: blueclawgroup.com | BidClout AI Estimating Tool (on homepage) YouTube: Ian Blue Claw McCarthy | Instagram: @blueclawgroup
Host: Ken Baden — CEO/Owner of Baden Consulting and Potomac Custom Remodeling Website: badenconsulting.net | thekitchentablepodcast.net
Companies Mentioned:
Blue Claw Associates (landscaping & construction, Cape Cod/Nantucket/South Shore)
Blue Water Pools (custom gunite pool company)
Boston Tennis Court (pickleball, basketball & tennis court builder — 50-year-old acquisition)
BidClout — Ian's AI-powered estimating software for landscapers
Quick Calc — Ian's financial proposal/pricing app
Goat Gang — landscape owner mastermind group
Key Topics Discussed:
Buying your first business vs. starting from scratch
How Ian went $0 to $12M in 6.5 years across 3 companies
Co-founding the National Basketball League of Canada
AI in the blue collar trades: estimating, accounts payable, content creation
"Know Your Numbers" workshop and why most contractors fly blind financially
How to build referral pipelines through architects, builders, and designers
Why brand trust and removing fear of risk wins higher-ticket clients
Diversification vs. focus: the real debate for multi-business owners
The robot/AI future of the trades and how to stay ahead
Timestamps
0:00 — Intro & Welcome: Ian McCarthy of Blue Claw Group
1:50 — Blue Claw's business overview: landscaping, pools & tennis/pickleball courts
4:10 — Ian's background: from CPA to buying a landscaping company for $25K
6:00 — The accidental acquisition: how Ian's first business deal happened
7:15 — Growing the landscaping company to nearly $4M in sales
7:45 — The unexpected pivot: buying a minor league basketball team (Kobe Bryant's father was coaching)
8:20 — Co-founding the National Basketball League of Canada
9:50 — Returning to the trades and launching Blue Claw Associates in 2018
11:25 — Zero to $12 million in 6.5 years across three companies
11:50 — How COVID became rocket fuel for Blue Claw's growth
15:00 — Watching the current market and how Ian is preparing for uncertainty
18:45 — Blue Claw's team: 75-80 employees, 35 trucks
19:30 — The consulting company: how "Know Your Numbers" was born
21:00 — Building referral pipelines through architects and designers (not lead services)
22:30 — The "Know Your Numbers" workshop and why the industry is underserved financially
25:00 — How AI is changing the blue collar space (operations, marketing, efficiency)
28:30 — AI search and why contractors need to start thinking about GEO (not just SEO)
30:45 — Ian's AI-powered future: rebuilding the office with AI tools
32:00 — The origin story of BidClout: from Spain trip inspiration to AI estimating software
34:00 — Pricing strategy: how to position as premium and remove client risk/fear
36:15 — Would Ian buy another business? What he'd look at next
39:30 — Focus vs. diversification: the real answer for multi-business owners
42:30 — The future of Blue Claw Group consulting and events
43:30 — Why many trade business owners fly blind on their numbers
47:00 — Where to find Ian, BidClout, and Blue Claw Group
50:00 — Closing thoughts & wrap-up
April 3, 202642 min
Zero Construction Experience to Eight Figures: How Jason Nemes Built Summit Solutions
Ken Baden and Jason Nemes first connected at the Blue Collar Ballers event in February of last year, and this episode is the payoff of several scheduling attempts that almost didn't happen. It's worth the wait.
Jason's background is anything but conventional for a roofing CEO. He spent years building a 4,500-person downline in the health and wellness network marketing space, and still draws a six-figure annual residual from that work today. When a friend called him to start a roofing company, Jason flew to Oklahoma to learn the basics — door knocking, inspections, filing claims — and dove in headfirst.
His first official company, Summit Solutions Roofing and Construction, launched at the end of June 2024 after a business partnership dissolved over equity disagreements. He's candid about the split, the half-million-dollar back-door he experienced from a rep he trusted, and how those hard lessons reshaped the way he moves in business today.
Jason talks about the DFW market — one of the most saturated roofing markets in the country with roughly 8,000 companies — and how he managed to cut through by staying true to who he is on social media, paying people on time, and building a culture where team members feel seen, valued, and enrolled in the vision.
Ken and Jason also get into the business side of growth: insurance vs. retail revenue, multi-state licensing in Oklahoma, Arkansas, and soon Florida and Arizona, goals of $20-30 million this year, the EBITDA benchmarks that make a PE exit viable, and what a real private equity deal looks like for a roofing company in today's market.
The conversation closes on a personal and powerful note — Jason's recovery from drug and alcohol addiction, and how the same intensity and discipline that nearly cost him everything is now the fuel behind one of the fastest-growing roofing startups in Texas.
Follow Jason: Instagram & TikTok: @TattedPrez Facebook: Jason Nemes Company Page: Summit Solutions Roofing and Construction
Follow Ken & the show: 🌐 thekitchentablepodcast.net 🌐 badenconsulting.net
March 6, 202636 min
No Lead Left Behind: How Jesse Spiegel Is Systematizing Roofing with AI
Guest: Jesse Spiegel is the founder of NexLev Logic (nexlevlogic.com), an AI automation platform built exclusively for the roofing industry. With years of experience as a top-producing roofing sales rep — including $3.8M in a single storm season — Jesse turned his firsthand frustrations into a full suite of tools that help roofing companies communicate better, close more, and scale without the chaos. He currently manages roofing projects in both Colorado and Florida while growing NexLev Logic.
Host: Ken Baden is the CEO and owner of Baden Consulting and Potomac Custom Remodeling. His podcast, The Kitchen Table Podcast, is where real business conversations happen in the trades and beyond.
Topics covered in this episode:
Jesse's origin story in roofing and his $3.8M Hurricane Irma experience
Why great sales without great systems leads to broken promises
How AI unlocked the ability to scale what Jesse was doing manually
The 6 core modules of NexLev Logic's platform
Speed-to-lead: why every second counts after a new inquiry comes in
No Lead Left Behind: automated follow-up that runs forever until you get a yes or a no
Subcontractor communication with built-in photo collection and Venmo incentives
Real-time homeowner updates to reduce friction and build loyalty
AI note-takers on sales pitches that analyze objections and send reps coaching tips
Automated review capture that follows up persistently until the customer responds
Ken's strategy: tighten operations before scaling to new markets
The insurance restoration to retail roofing shift happening nationwide
Why door knocking is still the greatest sales skill in the business
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