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This week, in a special bonus episode, Greg Wittstock, founder of Aquascape, explains how he invented the backyard pond industry, how he improvised a business model, and how he almost lost it all. After failing at franchising, Wittstock decided to give away his pond building expertise and marketing to landscape contractors in what he calls \u201ca franchise system without a franchise fee.\u201d And it worked. Always candid to a fault, he recounts how the business shot to $59 million in annual sales, why it then stagnated for 10 years, and what he ultimately figured out about social media marketing. Plus: he also explains why his first rule of customer service is: Don't give them what they ask for. Give them what they want.

Show Notes:

Here\u2019s Bo Burlingham\u2019s profile of Greg Wittstock: https://www.inc.com/magazine/20031101/aquascape.html

Here\u2019s Greg\u2019s video of Shaquille O\u2019Neal\u2019s pond installation: https://www.youtube.com/watch?v=Ti-k4LUQBNs