Hello everyone and welcome to another episode of How Leaders Lead with David Novak.

Today on the show, we have Kurt Kane. He's the CEO of True Green, which is the largest

long care company in the United States. And after years of driving growth as CMO of Wendy's,

Kurt saw the opportunity to grow True Green by leaning into long-term customer satisfaction and

retention. In this episode, you'll learn how to see your customers and their feedback in a whole

new light and reveal just how important it is to fall in love with customer retention if you

want to grow your business. Enjoyed this conversation and I'll see you at the deep breeze.

You know, Kurt, I was literally just at the Biltmore estate in North Carolina. And I found myself wondering, what runs through your mind when you walk those grounds

knowing that True Green is the team responsible for keeping it looking world class?

And believe me, it is world class.

And one of the things that we're really proud of is when, you know, people that have amazing estates like that or professional venues or anything along those lines, you know, choose True Green to take care of their

properties. So it's one that we're really proud of. It takes a lot of work to get it right,

but we think that the results really show just how much we care about it. So yeah,

really fortunate to partner with them. You know, speaking in great lawns, I got to ask you,

Kirk, is your lawn better than your neighbors?

Well, I probably get a little extra attention even without asking for it.

But I actually have a neighbor who is all in on his own yard care, so he's tough to compete with.

But we tried to make sure that we represent the brand really well. And we've also pester all of our other neighbors to make sure they get on

True Green too. So we can all look good together. Yeah, I've been on your block. You got 100% market share knowing you. We're trying to, but I also get a lot of attention, like I said. So sometimes you look up outside and there's three True Green trucks that have shown up at once, and that's not necessarily fair. So we try and keep it fair for everybody.

You know, for those who may not be familiar, give us a high-level picture of True Green and what kind of business you're leading today. Yeah, True Green is a really interesting business.

And I joined as CEO going back just over two years ago now, but we're effectively and primarily in the

lawn treatment business. Our jobs to make sure that your grass looks great. We keep the weeds out.

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