Business Growth Challenges


  • Evolving Industry Needs: The industrial coatings market is subject to rapid changes in technology and material science, making it challenging to stay ahead of industry needs and preferences.
  • Talent Acquisition and Retention: Attracting and retaining top talent, especially in specialized areas like innovative marketing for industrial coatings, is critical and can be challenging in a competitive job market.
  • Employee Engagement and Productivity: Ensuring high levels of employee engagement and productivity to drive innovation and growth.
  • Skill Development: Keeping the team's skills up to date with the latest marketing and industry trends is necessary but can require significant investment in training and development.
  • Cash Flow Management: Managing cash flow effectively to reinvest in business growth, especially in times of rapid expansion or unexpected downturns, can be challenging.

Vision for Yourself and Your Business

Over the next five years, I envision a life that balances personal fulfillment with professional success, marked by significant achievements and milestones both for myself and my business, Route Cause.

  • Personal Vision: My health journey is a cornerstone of my vision. Having already made progress from 280 to 258 pounds, my goal is to reach 190 pounds. This commitment to my well-being is about more than just numbers on a scale; it's about cultivating a lifestyle that prioritizes health, energy, and well-being. This transformation will not only boost my confidence but will also fuel my professional endeavours with newfound vigour. I am focused on achieving a better work-life balance. Currently, working about 80 hours per week leaves little room for personal growth or leisure. I aim to reduce this to 40 hours per week, freeing up time to enjoy life, nurture my relationship with Melody, and pursue hobbies (although I have no idea what those are right now). This balance is crucial for my overall happiness and effectiveness as a leader. Part of my vision includes a significant lifestyle change: relocating from Canada to a territorial tax jurisdiction, likely Panama, by October 1st. This move isn't just about financial benefits; it's about embracing adventure, exploring, and enriching my life with diverse experiences that can also inform and inspire my business strategies.
  • Business Vision: Professionally, I see Route Cause growing into a small, dynamic team that epitomizes collaboration and respect. I envision a workplace where everyone feels valued, shares in the profits and victories, and is motivated by a shared vision of success. This culture will be the foundation of our growth and innovation. An integral part of this vision is reducing my working hours without sacrificing the quality or productivity of our work. Achieving this means optimizing processes, delegating effectively, and perhaps leveraging technology or outsourcing to focus on high-impact activities and strategic decision-making. I also plan to return to public speaking, sharing my expertise in successful marketing strategies for small businesses. This effort will not only reinforce Route Cause's position as a thought leader in the industry but also fulfill my personal passion for teaching and making a meaningful impact.
  • Integrating Personal and Business Goals: The integration of my personal and business visions is key to creating a fulfilling future. My journey towards better health and a balanced lifestyle will empower me with the energy and focus needed for Route Cause's success. Meanwhile, the adventure and insights gained from living abroad will fuel creative strategies for the business. Building a team that values collaboration, respect, and shared success mirrors my personal values and will enable us to grow together, reducing my workload and allowing me to concentrate on what I love most, including making a meaningful impact through public speaking. In five years, I see myself not just as a successful entrepreneur but as a leader who has built a business that is a true reflection of my values, aspirations, and the life I want to lead. This vision drives me forward, guiding my decisions and actions toward a future where both I and Route Cause are thriving, impactful, and fulfilled.


Ideal Customer Profile

Demographic Characteristics:

  • Age: The decision-makers in my target companies are likely to be in the age range of 30-55 years. This age group typically holds positions with enough authority to make purchasing decisions, such as senior management roles.

  • Income: Targeting businesses led by individuals or teams in a higher income bracket ensures that they have the financial resources to invest in marketing services. Therefore, I'm focusing on companies with substantial annual revenue, suggesting they can afford to allocate a budget for our services.

  • Profession: My ideal customers are professionals in the industrial coating sector, including manufacturers and applicators. These are individuals in roles such as Business Owners, CEOs, Marketing Directors, and Plant Managers who are directly responsible for their company’s growth and are actively seeking innovative ways to achieve this.

Geographic Characteristics:

  • Given the global potential for industrial coating applications and the digital nature of many marketing solutions, my target market is not strictly defined by geography. However, initial focus areas may include industrial hubs or regions known for manufacturing innovation.

Psychographic and Behavioral Characteristics:

  • Values and Interests: Ideal customers value innovation, sustainability, and efficiency in their operations. They are interested in cutting-edge marketing strategies that can provide them with a competitive edge in the market.

  • Behavioural Traits: They are proactive about seeking solutions to enhance their business growth, are open to adopting new technologies, and have a track record of investing in marketing efforts.

  • Challenges and Pain Points: These customers often struggle with differentiating their products in a crowded market, reaching the right audience, and effectively communicating the technical benefits of their offerings. They need clear, impactful marketing strategies that address these issues.

What Makes Them “Ideal?”

  • They have a clear need for my services and recognize the value of innovative marketing solutions in driving business growth.

  • They possess the financial capacity to invest in marketing services, ensuring a potentially higher ROI for both parties.

  • Their decision-making process is usually shorter, making the sales cycle more efficient.

  • They are likely to engage in long-term partnerships, looking for continuous improvement and innovation in their marketing strategies.

By targeting this specific group, I can tailor my messaging and services to meet their unique needs, making my marketing efforts more relevant and effective. This focus not only helps in standing out among the noise but also in building lasting relationships with clients who are most likely to benefit from and appreciate what Route Cause offers.


The biggest problems my ideal customers in the industrial coating sector are trying to overcome revolve around their need to stay competitive, innovative, and profitable in a rapidly evolving market. These challenges are not just operational but strategic, impacting their long-term success and sustainability. Here's what specifically keeps them up at night:

  • Differentiation in a Saturated Market: With so many companies offering similar products and services, my clients struggle to differentiate themselves. They are constantly seeking ways to stand out, not just through their product offerings but also through their marketing strategies, customer service, and technical advancements. The fear of becoming commoditized is a significant concern.

  • Adapting to Technological Changes: The pace of technological change in manufacturing processes, materials, and digital marketing tools can be overwhelming. My clients worry about keeping up with these advancements to improve their production efficiency and marketing effectiveness. They are concerned about choosing the right technologies to invest in, that will offer the best ROI without becoming quickly outdated.

  • Regulatory Compliance and Environmental Sustainability: The industrial coating sector is heavily regulated, with strict environmental standards that are frequently updated. My clients are concerned about ensuring compliance with these regulations while trying to maintain profitability. They also recognize the growing consumer demand for environmentally sustainable practices and products, adding another layer to their strategic planning.

  • Lead Generation and Customer Acquisition: Finding new leads and converting them into customers is a constant challenge. My clients are looking for innovative ways to attract and retain customers in a competitive and often price-driven market. They seek effective, measurable marketing strategies that can directly impact their bottom line.

  • Talent Acquisition and Retention: Having the right team in place is critical for innovation and growth. My clients worry about attracting and retaining skilled professionals who can drive their business forward. This includes not just technical staff but also those with digital marketing expertise, who can navigate the complexities of modern marketing channels and techniques.

  • Supply Chain Vulnerabilities: Recent global disruptions have highlighted the fragility of international supply chains. My clients are concerned about ensuring the reliability and cost-effectiveness of their supply chains, which are crucial for maintaining production schedules and meeting customer demands.

  • Maintaining Profit Margins: With rising costs for raw materials, labor, and technology, maintaining healthy profit margins is a significant worry. My clients are seeking ways to increase operational efficiency and effectiveness of marketing spending to ensure their pricing strategies remain competitive while still profitable.

  • Scaling Up Without Losing Quality or Focus: For those looking to expand their market share or enter new markets, there's a concern about scaling up operations without compromising product quality, customer service, or losing focus on their core competencies.

Addressing these problems requires a holistic approach that combines innovative marketing strategies with operational efficiency, technological adaptation, and strategic planning. By understanding these pain points, my business can offer tailored solutions that resonate with the specific needs and challenges of my clients in the industrial coating sector.


My target customers in the industrial coating sector harbour several fears and concerns when it comes to addressing their pain points, regardless of the solution they select. These fears often stem from past experiences, industry norms, and the critical nature of the decisions they face. Understanding these fears is essential to providing reassurance and effective solutions. Here are some of the key fears they might have:

  • Fear of Making the Wrong Investment: There's a significant concern about investing in solutions that may not yield the expected return, be it in new technologies, marketing strategies, or operational improvements. This fear is compounded by the rapid pace of change in both the industrial coatings market and digital marketing landscapes.

  • Concern Over Disruption: Implementing new solutions often requires changes to established processes, which can disrupt operations. There's a fear that attempting to solve one problem might create new ones, affecting productivity and customer satisfaction.

  • Risk of Falling Further Behind: In a competitive industry, taking the time to implement a new solution poses the risk of losing ground to competitors. There's a fear that focusing on internal changes might divert attention from market opportunities or emerging threats.

  • Doubt in Vendor Capabilities and Reliability: Given past experiences or heard stories, there's apprehension about whether a partner can truly deliver on their promises. The fear of partnering with a vendor who doesn't understand their specific industry challenges or who may not be around in the long term is a significant concern.

My unique value proposition is deeply rooted in a blend of extensive experience, proven success, and specialized expertise:

  • Proven Track Record of Success: With 48 years of experience working across various industries and a lineage of entrepreneurship, I bring a wealth of knowledge and a deep understanding of what it takes to grow a business. My notable achievements in sales competitions and, more importantly, the 10x growth I achieved for an industrial coating business, demonstrate my capability to drive significant results.

  • Industry Expertise: My SSPC PCS designation certifies me as an industrial coating expert, ensuring that I bring not just marketing savvy but also a deep understanding of the technical and regulatory nuances of the industrial coatings industry. This expertise is critical for crafting marketing strategies that resonate with the target audience and address industry-specific challenges.

  • Customized, Insight-Driven Solutions: Leveraging my comprehensive background, I offer solutions that are not just based on best practices but are customized to address the unique challenges and opportunities of each client. My approach is to deeply understand each business's specific context, enabling me to recommend strategies that are both innovative and effective.

  • Commitment to Partnership: My business philosophy centers around building long-term relationships with clients, acting as a partner rather than just a vendor. This approach ensures that I'm invested in my clients' success, offering continued support and adapting strategies as their business and the market evolve.

  • Personalized Service: With my extensive experience and hands-on approach, clients receive personalized attention and strategies tailored specifically to their needs, rather than one-size-fits-all solutions. This personalized service ensures that strategies are aligned with their business goals and market realities.

Choosing to work with me means partnering with someone who has not only demonstrated success across various facets of business but also possesses a deep understanding and passion for the industrial coatings sector. My comprehensive approach ensures that solutions are not just effective but also sustainable, helping clients navigate their challenges confidently and achieve long-term success.


Achieving Operational Independence: Many of my prospects would define success as reaching a level of operational independence where the business can run smoothly without their constant oversight. This means establishing systems, processes, and a reliable team that can manage day-to-day operations, allowing the business owner the freedom to take time off for extended holidays or breaks.

Empowering Leadership: Success would also be seen in developing a leadership structure within the organization that empowers other team members to make critical decisions in the absence of the business owner. This involves not just delegating tasks but also trusting in the capabilities of their team and providing them with the authority and confidence to lead.

Work-Life Balance: A significant outcome that would excite them is achieving a better work-life balance. After years of hard work, being able to enjoy the fruits of their labor without the fear of business decline during their absence is a highly desirable achievement. This means having the flexibility to pursue personal interests, spend time with family, or travel, all while knowing their business is thriving.

Systemization and Automation: Implementing systems and leveraging technology for automation in various operational aspects would also be a critical success factor. This could involve automating certain production processes, customer service elements, or marketing efforts to ensure consistency and efficiency, reducing the need for constant manual oversight.

Building a Self-sustaining Business Model: Ultimately, they would define success as creating a business model that is self-sustaining. This model would generate steady revenue, attract and retain customers, and innovate independently, allowing the business owner to step back without jeopardizing growth or operational quality.

Recognizing this desire for operational independence and work-life balance is essential in tailoring my offerings. By focusing on strategies that not only address the immediate business growth and market positioning challenges but also aim to systematize and delegate operational responsibilities effectively, I can provide a holistic solution. This approach ensures that business owners can look forward to enjoying extended holidays and a more balanced lifestyle, knowing their business is in capable hands and continuing to thrive.

Identifying who is not my target client is as crucial as knowing who is, as it helps to focus efforts and resources efficiently. Non-target clients for my business typically include:

  • Very Small Businesses or Startups with Limited Budgets: While I am passionate about helping all businesses grow, startups or very small businesses at the initial stage of their journey may not have the financial resources required to invest in the level of strategic marketing solutions I offer. These businesses might be better served by basic, cost-effective marketing efforts until they have the capacity for a more comprehensive approach.

  • Businesses Outside the Industrial Coating Sector: Given my specialized expertise and experience in the industrial coating sector, businesses from completely unrelated industries (e.g., retail, healthcare, etc.) are not my target clients. My unique value proposition lies in leveraging industry-specific knowledge and networks, which may not translate as effectively outside this niche.

  • Companies Looking for Quick Fixes or Overnight Success: My approach to marketing and business growth is strategic and data-driven, focusing on sustainable long-term results rather than quick, short-term gains. Businesses seeking immediate success without the willingness to invest time and effort into a strategic plan may not find my services aligned with their expectations.

  • Organizations Resistant to Change or Innovation: My target clients are those open to adopting new technologies, strategies, and processes to drive growth. Companies that are resistant to change or innovation, preferring to stick with traditional methods despite diminishing returns, are less likely to benefit from the innovative marketing solutions I provide.

What are their most common objections to doing business with you? Why do they feel that way?

(Cost, time commitment, time to achieve success, etc.)

  • Cost: The most common objection is often related to the cost of services. Prospects may feel that the investment is significant and hesitate to commit without a clear understanding of the potential ROI. This concern is particularly pronounced among smaller businesses or those facing tight budget constraints.

  • Time Commitment: Some businesses are concerned about the time required to implement new marketing strategies and see tangible results. They may be hesitant to embark on a strategic overhaul if they perceive it as a distraction from their day-to-day operations.

  • Skepticism About Results: Given the saturation of marketing services and promises in the market, some prospects may be skeptical about the effectiveness of another marketing strategy. They may doubt whether the proposed solutions can indeed address their specific challenges and lead to the desired outcomes.

  • Fear of Disruption: Implementing new strategies or technologies can lead to operational disruptions. Some businesses fear that the process of integrating new marketing approaches may temporarily impact their productivity or customer service.

This U.S.P. incorporates the essential elements of what Route Cause does/sells/solves, who we do it for, and our distinguishing factors:

  • "At Route Cause LLC, we empower industrial coating manufacturers and applicators to overcome market saturation and visibility challenges through customized, innovative marketing strategies rooted in deep industry expertise and a proven track record of success. With a focus on digital transformation, effective communication of technical value, and sustainability leadership, our solutions are designed not just for business growth but to establish our clients as front-runners in a rapidly evolving industry. Backed by our founder's extensive experience and specialized certification, we are committed to transforming our clients' marketing approaches, ensuring they are equipped to thrive in the digital age while leading with innovation and environmental responsibility."

This U.S.P. clearly communicates Route Cause's unique position in the marketplace, offering a solid foundation for all stakeholders to understand, embrace, and measure actions and activities against. It not only highlights our unique strengths and capabilities but also directly addresses the needs and challenges of our target clients, ensuring that the value we provide is both relevant and unparalleled.

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