VISION & CULTURE CODE
Clarity kills chaos. We'll help you define where you're going and build the team culture that actually gets you there.
YOUR BUSINESS
SHOULDN’T OWN YOU
Endless hours, paper-thin margins, constant fires. If you're running a countertop or flooring business, we’ll show you how to build a company that works for you—not against you.
Whether you run a countertop or flooring shop, these three traps keep owners stuck:
OWNER OVERLOAD LOOP
Caught in the cycle where everything depends on you? Break free with systems that run without your constant attention so you can finally grow.
GROWTH GRIDLOCK
Stuck at the same revenue year after year? Our proven approach helps you scale without sacrificing quality or working yourself to the bone.
OPERATIONAL BOTTLENECKS
Transform operations into a profit engine. Build high-performing teams and processes that deliver consistent results without your constant oversight.
“They really know their shit”
“They’ve helped us 3x our revenue”
“I wish I knew this existed sooner ”
THE SURFACE INDUSTRY TRAP
The surface industry is broken, and nobody's talking about it. Most countertop, flooring, and tile business owners are trapped in a cycle of long hours and thin margins. You've created a job, not a business—and it's consuming your life.
The problem isn't your work ethic. It's that you're running your business on outdated systems (or no systems at all). When everything depends on you, growth becomes impossible and freedom remains a distant dream.
We're cracking the code (we don't have it all figured out - nobody does) on building surface businesses that actually work for their owners instead of the other way around.
WE GET IT.
Running a countertop or flooring business today is a never-ending grind.
You're trapped on the hamster wheel of quoting, producing, installing, and collecting – only to start all over again tomorrow.
Your margins keep shrinking while material costs skyrocket.
On vacation only to have your phone glued to your hand.
Finding good employees feels impossible, and the ones you have need constant supervision.
Tired of all the handholding.
You're drowning in administrative tasks that steal time from actually growing your business.
Things hanging on by a thread.
And every decision, problem, and emergency lands on YOUR desk.
Revenue is growing but profits aren't.
Meanwhile, you're worried about big box stores or competitors eating your lunch.
You've tried everything...
Working longer hours (as if 60+ wasn't enough already).
Cutting costs until there's nothing left to trim.
Implementing generic business strategies that don't account for the unique challenges of the surface industry.
But nothing changes. You're still the bottleneck in your own business.
THAT’S WHERE WE COME IN.
Driven For Growth helps ambitious countertop and flooring business owners transform their operations from chaotic and owner-dependent to systematized and profitable.
We don't deal in theory.
We specialize exclusively in countertop, flooring, and other surface professionals – working with owners to build systems that actually work in TODAY'S market.
Our approach targets the three critical areas most surface businesses get wrong:
- Creating a lead generation system that doesn't rely on referrals or feast-famine cycles
- Building operations that don't collapse when you take a day off
- Developing teams and processes that drive profitability without your constant involvement
THE RESULT?
A surface business that consistently generates healthy profit margins instead of industry-standard scraps.
Systems that run without your daily firefighting.
And the freedom to finally work ON your business instead of being trapped IN it.
Owners who implement our methodology see significant improvements to their bottom line while working fewer hours.
Sound impossible? That's what our clients thought too – until they experienced it themselves
IS THIS FOR YOU?
You own a countertop or flooring company generating at least $500K (but we typically work with $1-10M+ companies) and feel like you're working twice as hard as you should for the results.
You want to build systems that don't depend on your constant involvement but aren't sure where to start or what to prioritize.
You know there's potential for better margins in your business but the daily grind keeps you from implementing the strategies to achieve them.
You're tired of being the bottleneck in your own company where nothing happens unless you personally approve, oversee, or fix it.
You're ready to transform from overwhelmed operator to strategic business owner but need a roadmap specific to the surface industry.
OWNERS WHO BROKE THE CYCLE
Countertop and flooring owners just like you who transformed their companies from all-consuming jobs into systematized operations that run profitably—with or without them present.
3X
INCREASE IN REVENUE
Nobody has more creative solutions and strategies to help your business. Their programs have helped us take our business to where it stands today.
25%
YEAR-OVER-YEAR GROWTH
I can honestly say this program has made a major impact on GMS. While others are stagnating we are on pace to grow by 25%. But, what’s more important is the changes I’ve made to how I lead the business and reclaim my time and energy.
WOW
DON’T KNOW HOW TO THANK YOU
I've never had more clarity and direction in my business. Justin and his team’s holistic approach has given me the structure to reach new heights I didn’t think were possible.
THE GROWTH ENGINE MODEL™
Not another generic "business system." This is the exact framework we use to transform countertop and flooring businesses from owner-dependent money pits into profit-generating machines that don't require your constant attention.
FREEDOM FIRST
Your business should fuel your ideal life, not consume it. We design every system with your freedom as the non-negotiable priority.
STRATEGIC GROWTH PLAN
Stop reacting, start directing. A clear roadmap for sustainable expansion that doesn't depend on your personal heroics.
HIGH PERFORMANCE METHOD
Proven systems to maximize team output and accountability. Turn average employees into A-players without constant supervision.
COMPETITIVE ADVANTAGE
Become the obvious choice. We'll help you create a mini-monopoly where your unique value makes price competition irrelevant to your ideal clients.
MARKETING MACHINE
Consistent, qualified pipeline without the feast-famine cycle. No more feeling like the world is going to end in 3 weeks when you look at the schedule.
LEADERSHIP ENGINE
Transform from doer to leader. Build a team that executes with excellence without your constant oversight.
EXECUTION ENGINE
Systems that deliver results every time. Eliminate bottlenecks, drive profitability, and end the daily firefighting.
COMPANY OS
Everything working together in one cohesive operating system. The backbone of a business that actually builds value.
WILL THIS WORK FOR YOU?
There are three important criteria that must exist before you should even think about applying for this opportunity:
1
You must be ready for intensive implementation and able to commit 3-5 hours per week working ON your business, not just in it. This isn't about finding more time to install countertops or lay flooring—it's about building the business itself.
2
You must have a team member who can act as your co-pilot to support implementing systems, campaigns, and real change. Or be willing to hire one (affordably, and we'll help guide them). No lone wolves—sustainable growth requires at least one other person in your corner.
3
You must understand that nobody can build your business for you. We don't wave magic wands or do the work while you sleep. Our hybrid academy and group coaching format provides the blueprint and accountability, but you need to put in the reps.
If you meet these criteria, here's what becomes possible:
A surface business that finally runs like a well-oiled machine instead of a daily fire drill. The mental space to think strategically about growth instead of being buried in operational chaos. The ability to look at your calendar and actually plan your life beyond the next installation or quote.
Most importantly, you'll build a business that gives you options. Stay and grow it. Sell it for a premium. Hand it to your kids. Your business becomes an asset that works for you, not a burden that owns you.
Our approach isn't about quick fixes—it's about building the foundation for sustainable success that continues to strengthen over time. The owners who get the most from our program are the ones who commit to the process and trust the system.
If you're ready to transform your surface business from a job into an asset, let's talk.
THE CREW
A team with a reputation for being relentless. Average results aren't in our vocabulary and your success is non-negotiable.
JUSTIN SHAW
Founder/Director
DIANE WILLOCK
Growth Integrator
ANDRES SANCHEZ
Program Coordinator
ALEX BORES
Strategic Growth Advisor
Stone Division
JOINING SOON
Strategic Growth Advisor
Flooring Division
FLAGSHIP PROGRAMS
Two proven pathways to transform your countertop or flooring business into a systematized operation that delivers consistent profits and doesn't depend on your 24/7 attention.
90-DAY GROWTH ENGINE PROGRAM™
Build the foundation to launch real growth. We'll help you reclaim your time, establish control, and implement the key systems that drive sustainable revenue. Perfect for surface business owners who need immediate structure while setting up for long-term success.
THE BUSINESS ENGINE METHOD™
Our comprehensive 12-month program for deep, guided implementation. We'll help you productize and systematize your operations, build a team that takes ownership, and create processes that run autonomously. For surface business owners committed to building a truly owner-independent company.
FAQ
HOW IS THIS DIFFERENT FROM OTHER COUNTERTOP OR FLOORING BUSINESS COACHING PROGRAMS?
While we exclusively serve the surface industry, what truly sets us apart is our comprehensive approach. We've developed breakthrough solutions for identifying critical bottlenecks and maximizing profitability that go beyond standard industry advice. What NOBODY else offers: complete marketing playbooks and B2B business development systems specifically designed for surface businesses. Plus, we tackle the inner game—mindset, high performance habits, and limiting beliefs that keep most owners stuck. We help you transform your business and yourself in ways alternative options simply can't match.
HOW MUCH TIME DOES THE PROGRAM TAKE EACH WEEK?
Implementation requires 3-5 hours weekly for the first 90 days. This time investment replaces low-value activities currently consuming your schedule. Our most successful clients block this time on their calendar and treat it as non-negotiable.
HOW QUICKLY WILL I SEE RESULTS?
Most clients see their first significant improvements within 30-45 days. These early wins typically involve reclaiming freedom, gaining clarity, and building confidence as an owner. From there, you'll be installing systems that drive measurable growth. The deeper transformation of your business happens over 6-12 months as these systems become fully integrated and your team adopts them.
WHAT'S THE DIFFERENCE BETWEEN THE 90-DAY GROWTH ENGINE PROGRAM™ AND BUSINESS ENGINE METHOD™?
The 90-Day Growth Engine Program™ focuses on establishing core foundations and fixing immediate bottlenecks. The Business Engine Method™ is our comprehensive 12-month program that systematizes your entire operation and builds a team that takes ownership. This more intensive option is typically for established surface businesses doing $5M+ in annual revenue with multiple team members.
WHAT IF I'VE TRIED BUSINESS COACHING BEFORE WITHOUT RESULTS?
Many of our most successful clients came to us after disappointing experiences elsewhere. The difference is our surface industry-specific expertise and implementation focus. We don't just provide recommendations - we work alongside you to ensure execution and hold you accountable to the process.