The Site Shed | Systems, Strategy and Growth for Tradies and Contractors
The Site Shed is a global podcast for tradies and contractors who want clearer systems, stronger strategy, and steadier business growth. Each episode is designed to educate and inform around the topics that matter most in running and scaling a modern trade business. Hosted by former plumber and digital agency owner Matt Jones, the podcast dives into real-world conversations on marketing, operations, apprenticeships, technology, hiring, leadership, finance, and more, all tailored to the trades and construction industry. You’ll hear practical insights, honest lessons, and expert perspectives from across the globe. Whether you work as a tradie, contractor, builder, electrician, lands...
Google Just Made Your Leads More Expensive (And Nobody Told You) | ft. Ethan Carter | Ep. 514
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Google changed how target-based bidding behaves, and an account that looks completely normal could quietly produce fewer leads at a higher cost. Matt Jones sits down with Ethan Carter, Ads Specialist and Account Manager at Tradie Web Guys, to explain the August 17 change, why campaigns marked “Limited by budget” carry the most exposure, and how a gap between your target cost per lead and your actual result can now work against you.
They break down a real $1,000-a-day plumbing account, the three checks to run inside Google...
AI Can't Fix Your Fractured Business | ft. Matt Jones | Ep. 513
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Every tradie and contractor is being sold an AI robot to answer their phones right now, and most of them are about to waste their money. Matt Jones goes solo on this one to explain why the missed call was never the real problem. Leads do not die on the phone, they die in your inbox, and bolting AI onto a fractured system just helps you lose jobs faster.
Matt covers where AI genuinely wins for trade businesses, speed to lead, after ho...
You're the CEO of Your Health (Most Men Find Out Too Late) | ft. Dr. Stephen Sanders | Ep. 512
You're the CEO of Your Health (Most Men Find Out Too Late) | ft. Dr. Stephen Sanders | Ep. 512
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You can run a business on four hours sleep, servo food and caffeine for a while. Then your body sends the invoice. Matt Jones sits down with Dr. B. Stephen Sanders, founder of Whole Men's Health, a physician who hit the wall himself in his late 30s with brain fog, fatigue and low libido at the exact point his career and family life were going well. His conc...
Your Customers Don't Want a Sales Pitch (Give Them a Diagnosis Instead) | ft. Chris Fresh | Ep. 511
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Most plumbing businesses are losing jobs before the technician even picks up a wrench — because they're selling when they should be diagnosing. Matt Jones sits down with Chris Fresh from The Plumbing Sales Coach to break down why the traditional hard sell is costing trade businesses revenue, reputation, and repeat customers. Chris spent seven years inside a plumbing operation — first as a customer who hated the experience, then as the person who rebuilt it from the inside. Now he coaches hundreds of plumbing companies across the US, Can...
Your Business Will Never Outperform You | ft. Matt Jones | Ep. 510
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Most trade business owners are running flat out, grinding through 12-hour days, and wondering why nothing ever seems to get easier. Matt Jones sits down with Matthew Jones from Cube Performance to unpack why no business will ever outperform the person running it.
Drawing on 35 years in the business space — including running his own plumbing business and coaching thousands of trade business owners — Matthew lays out the real reason so many owners hit a ceiling: they've accidentally become the engine of their business instead of...
How to Turn a Trade Business Into a Sellable Asset | ft. Shayne Connolly | Ep. 509
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80% of businesses that go up for sale never actually sell. Shayne Connolly is one of the ones who did, and even he wasn't ready for what came after. He thought he'd be popping champagne. Instead, on the day the money hit the bank, he says he's never felt so deflated in his life.
In this episode, Matt Jones sits down with Shayne Connolly, a returning guest who spent the last few years turning his trade business into something he could actually sell, then went throug...
The 8 Invisible Things Customers Are Silently Judging You On | ft. Justin Herald | Ep. 508
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Being good at your trade is the price of entry now, not the point of difference. Every customer already assumes you can do the job, so it's the stuff underneath that decides whether they hire you, refer you, or quietly go looking elsewhere. Matt Jones sits down with Justin Herald, entrepreneur, speaker and the man behind Service Rebellion, to unpack the eight things every customer is silently weighing up every time they deal with a trade business, most of which have nothing to do with how good t...
The Hidden Cost of Getting Paid | ft. Jimmy Moore | Ep. 507
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Free payment processing scorecard & consult: https://flobizsolutions.com/
Most tradies can tell you their hourly rate and their material margins off the top of their head. Ask what it actually costs them to take a card payment, and you get a shrug. That shrug is where the money leaks. Matt Jones sits down with Jimmy Moore from FLO Business Solutions to pull apart the machinery behind every transaction: where your fees really go, why the "3.4%" on your statement is often the l...
Why AI Phone Answering Is Killing Your Conversions | ft. Shelby Anderson | Ep. 506
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There is no shortage of people online telling you to let AI answer your phones. Matt Jones reckons it is quietly costing tradies jobs, and he has tested it enough to know. Matt sits down with Shelby Anderson from ServiceForge to unpack why a panicked customer with a flooded basement does not want to talk to a bot, and why the human touch still wins when it comes to closed jobs. They dig into where AI genuinely helps, where it falls over, and why so many trade b...
Why 60% of Business Transitions Fail (And It's Not the Tax Strategy) | ft. Andrea Carpenter | Ep. 505
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60% of business transitions fail — and it's rarely the tax strategy that kills them. The real culprit is the stuff nobody wants to talk about: unclear expectations, poor communication, and the relationships between the people involved. Matt Jones sits down with Andrea Carpenter from The Transition Strategists to unpack why so many family business successions fall apart, and what trade business owners can do to make sure theirs doesn't.
Whether you're thinking about stepping back in 2 years or 20, Andrea breaks down the three generations of tra...
The Secret AI Weapon Top Contractors Are Using Right Now | ft. Paul Redman | Ep. 504
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Your customers are already using ChatGPT to research contractors before they ever call you, and if you're not showing up in those results, you're handing jobs to your competitors.
In this episode, Matt Jones sits down with Paul Redman from Contractor Commerce to break down exactly how AI is reshaping the quoting and lead generation process for tradies worldwide. Discover the tools and strategies top contractors are using right now to get found, build trust online, and close more work without ever picking up the...
Build It Like You're Selling It, Even If You Never Will | ft. Greg McElroy & Jon Fisk | Ep. 503
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📲 Watch On YouTube! https://youtu.be/6q0pRBBdreU
🎙 About Our Guest: Greg McElroy and Jon Fisk
Greg McElroy and Jon Fisk, co-founders of CrystalLIQ, have each built and sold multiple trade-based businesses. Greg learned his hardest lesson as part-owner of a $48M-revenue business that went into liquidation because nobody knew their numbers. Together they help tradies install the financial systems and accountability frameworks that stop growth from destroying a business from the inside out.
CONNECT WITH GREG & JON
Greg's LinkedIn: htt...
You Don't Know Your Numbers; That's Why You're Broke | ft. Greg McElroy & Jon Fisk | Ep. 502
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More jobs, more staff, more revenue; and you're still growing broke?
In Part 2 of our CrystalLIQ series, Matt sits down with Greg and John to expose why scaling without financial systems is the fastest way to destroy your trade business. Learn why your P&L is the only scoreboard that matters, how to spot the traps before they bankrupt you, and the accountability framework that separates profitable tradies from busy ones.
KEY CHAPTERS
00:00 - Introduction
01:57 - Growth Traps and the Scalin...
Your Business Is Running You (And You Don't Even Know It) | ft. Greg McElroy & Jon Fisk | Ep. 501
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Most tradies think they own a business, but the business owns them, dictating every waking hour and every skipped family event.
In this episode, Matt sits down with Greg and John from CrystalLIQ to unpack why your business is running you into the ground, how you became the bottleneck without realising it, and the exact moment you need to step out of the operator's seat and into the owner's chair.
If you've ever felt like your business would collapse without you, that's not...
The Lies Keeping Tradies Broke: What 500 Episodes Taught Me | Ep. 500 SPECIAL
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500 episodes! Can you believe it? Since February 2016, this channel has been a journey, and it's clear that to truly achieve business success, you need more than just skill.
This episode emphasises the critical role of visibility and effective business strategy in winning jobs, reminding us that the best tradie doesn't always win; the most visible one does.
If your business runs on word-of-mouth, your memory, or manual processes, this episode will challenge everything you think you know about running a trade business...
Too Stubborn to Use AI? You'll Be Stuck Working Until You're 70 | ft. Troy Dean | Ep. 499
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AI isn't coming for your trade business; it's already here, and the tradies ignoring it are quietly handing leads, authority, and early retirement to their competitors.
In this 499th episode of The Site Shed, Matt sits down with Troy Dean to break down exactly how AI is reshaping how tradies get found, answer leads, and build businesses that don't depend on them being on the tools 24/7.
If you're still waiting to see how this plays out, this episode is your wake-up call.
Is AI Answering Your Calls? How To Stop Losing Revenue On Missed Calls | ft. James O'Neill | Ep. 498
🎯 Free Tools for Growing Trade Businesses: https://tradie.wiki/pod
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Are you spending big on ads but losing jobs before the phone even gets answered?
In this episode, Matt sits down with James O'Neill from WildJar to uncover how call tracking and AI-powered call analysis can reveal exactly where your leads are falling through the cracks.
If you're serious about turning every phone call into a booked job and finally getting a real return on your marketing spend, this one's for you.
Your Follow-Up Is All Wrong: Why 70% Convert After The 8th Contact Point | ft. Ryan Fenn | Ep. 497
Think your follow-up game is solid? Data from 450 million text messages says you're probably quitting too early.
In this 497th episode of the Site Shed, Ryan Fenn, founder of Chirp and a man who's analysed 450 million text messages, breaks down why "fortune is in the follow-up" isn't just a cliché. It's a math problem most tradies are solving wrong.
If you're tired of ghosted estimates, wasted lead spend, and watching jobs slip through the cracks, this episode is your blueprint for fixing the single biggest revenue leak in your tradie business.
KEY CHAPTERS:
Don’t Sign That Finance Deal Yet Until You Do This First | ft. Rob Misheloff | Ep. 496
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Finance might not be the sexiest topic in business, but getting it wrong can quietly drain your cash flow, stall your growth, and lock you into deals that cost far more than they should.
In Episode 496, Matt sits down with Rob Misheloff from Smarter Finance USA to unpack one of the least understood parts of running a trade business: equipment and vehicle finance.
It may not sound exciting, but getting this wrong can wreck your cash flow, stall your growth, and lock you in...
Stop Wasting Good Leads With a Poor Sales Process | ft. Ben Wright | Ep. 495
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How many good leads are slipping through the cracks in your trade business because of a weak sales process?
In Episode 495 of The Site Shed, Matt Jones sits down with Ben Wright to unpack why so many trade businesses waste perfectly viable leads through a weak sales process.
From slow response times and poor follow-up to inconsistent quotes and missed opportunities on site, this episode digs into the practical gaps that quietly kill conversions and how you can correct them.
...
Fuel Prices Are Rising. Here’s What Hits Your Business Next | ft. Drew O'Farell | Ep. 494
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In Episode 494 of The Site Shed Podcast, Matt Jones sits down with returning guest Andrew O'Farrell to unpack what is really driving rising fuel costs and why tradie businesses should be paying close attention.
What starts as a conversation about diesel prices quickly opens up into a much bigger discussion around global energy markets, fragile supply chains, and the real-world impact on trade businesses across Australia.
If you want a clearer view of what may be coming down the pipeline and how to prepa...
Your Onboarding Is Broken. Do This Instead | ft. Vicky Erwin | Ep. 493
🎯 Free Tools for Growing Trade Businesses: https://tradie.wiki/pod
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How do you onboard new tradies properly so they actually stick around past week one?
In Episode 493 of The Site Shed Podcast, Matt Jones sits down with Vicky Irwin from Network Plumbing to unpack what effective staff onboarding really looks like in a growing trade business.
If you’ve ever hired in a rush, thrown a new apprentice or technician into the deep end, or struggled with staff churn, this episode will g...
Inside The Mind of Australia’s Largest Home Service CEO | ft. Zak Saboune | Ep. 492
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Most tradies don’t need more motivation. They need clearer targets.
In this 492nd episode of The Site Shed, Matt Jones chats with Zak Saboune from Service Today about how to build KPIs that your team actually understands, buys into, and performs for. No fluffy corporate scorecards. Just simple, practical numbers and behaviours that drive better productivity, stronger culture, and more profit.
If you’ve ever felt like your team is busy but results are inconsistent, this one will help you set expectatio...
Plumbing Memberships Are Complete BS, Do This Instead | ft. Scott Irwin | Ep. 491
🎯 Free Tools for Growing Trade Businesses: https://tradie.wiki/pod
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Want to stop selling “membership discounts” and start building repeat work the simple way? Earn loyalty with trust, follow-up, and a customer experience that makes you the only plumber they remember.
In Episode 491, Matt sits down with Scott Irwin from Network Plumbing to talk about why plumbing memberships usually do more harm than good for reactive residential services. Scott breaks down how the membership model got dragged over from HVAC, why discounts are “illusi...
Forget Cost Per Acquisition. It’s All About Lifetime Value | ft. Scott Irwin | Ep. 490
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If you are obsessing over CPA (cost per acquisition) in your plumbing business, you might be making decisions that hurt your long-term profit.
In episode 490, Matt Jones sits down with Scott Irwin from Network Plumbing (Sydney) to break down why reactive trades like plumbing and electrical need to stop judging marketing only by short-term lead costs and start thinking in lifetime value (LTV).
Key Chapters:
00:00 - Teaser
00:49 - Introduction and Scott's Background
03:32 - Defining Lifetime Value (LTV)
06:30 - Strategies for Long-term...
This Is What Separates $1M Builders From $10M Builders | ft. Greg Wilkes | Ep. 489
🎯 Free Tools for Growing Trade Businesses: https://tradie.wiki/pod
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If you feel like you’re flat out in your building business but the profit still doesn’t match the effort, this episode is for you.
In Episode 489, Matt sits down with Greg Wilkes from Develop Coaching to unpack what actually separates a $1M builder from a $10M builder and the shift from being the best tradie on site to becoming the business leader who builds a team, installs simple systems, protects margins, and...
Your Marketing Spend Is Worthless Without This Number | ft. Kurt Hegetschweiler | Ep. 488
🎯 Free Tools for Growing Trade Businesses: https://tradie.wiki/pod
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If you have plenty of work booked in but you still feel broke, stressed, or behind on cash, this episode is for you.
In Episode 488, Matt sits down with Kurt Hegeschweiler from Builders Coach to unpack the real reason tradies and builders get squeezed: you end up financing the job while you wait to get paid.
You will learn how to stop bleeding cash, protect your margin, and set your business up...
How This Solar Business 10x'd Revenue with a 98% Success Rate | ft. Jed Bolton | Ep. 487
🎯 Free Tools for Growing Trade Businesses: https://tradie.wiki/pod
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In Episode 487, Matt sits down with Jed Bolton, a Perth-based solar and electrical business owner who has quietly built a seriously scalable operation without obsessing over more leads.
Jed shares how shifting from subcontractor-heavy work to a system-driven sales process helped him 10x revenue while keeping the team lean and the growth manageable.
If you’re flat out, wearing every hat, and still feel like you’re chasing your tail, this episode is...
Sick of the Grind? How to Get the Fire Back in Your Trade Business | ft. Jeremiah Webb | Ep. 486
🎯 Free Tools for Growing Trade Businesses: https://tradie.wiki/pod
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If you've established a strong trade business but it's beginning to feel repetitive, this episode offers a fresh start.
In Episode 486, Matt sits down with Jeremiah Webb from Shop On Fire to unpack why the fire dies (even when the numbers look positive) and how you can get your energy, purpose, and momentum back without blowing up what you have already built.
You will learn practical ways to snap out of the grind...
Should Tradies Franchise Their Business to Scale Faster? | ft. Jon Ostenson | Ep. 485
🎯 Free Tools for Growing Trade Businesses: https://tradie.wiki/pod
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It's no longer just fast food to franchise.
It could also be one of the best ways for tradies to grow without getting too tired.
In this 485th episode of The Site Shed Podcast, Matt sits down with Jon Ostenson, CEO of FranBridge Consulting, to break down what franchising really looks like for trade and service-based businesses.
If you’re stuck in the day-to-day, thinking about growth, or wondering how others...
Self-Managed Super Fund: Is the Extra Work Worth It? | ft. Greg Cassar | Ep. 484
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In Episode 484 of The Site Shed Podcast, Matt Jones is joined by entrepreneur and investor Greg Cassar to break down one of the biggest questions tradies is starting to ask: is taking control of your super actually worth the extra work?
Greg shares why many business owners unknowingly rely too heavily on their business or default super fu...
Want Better Staff Retention? Consider This Equity Model | ft. Chris Buttenham | Ep. 483
🎯 Free Tools for Growing Trade Businesses: https://tradie.wiki/pod
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Most tradie business owners want great staff…
But retaining them long-term is a whole different challenge.
In this episode of The Site Shed Podcast, Matt sits down with Chris Buttenham, founder of Reins, to unpack a smarter way to reward and retain key team members, without giving away control of your business.
They break down phantom equity, profit sharing, and incentive structures that help trade business owners:
✔️ Build loyalty
✔️ Al...
These Tax Red Flags Are Costing Tradies Money| ft. Claudio Gambin | Ep. 482
🎯 Free Tools To Help Your Business:
https://tradie.wiki/pod
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In Episode 482, Matt is joined by Claudio Gambin, a financial adviser and tax strategist who specialises in helping trade and construction business owners stop overpaying tax and start using smarter financial strategies.
If your accountant only speaks to you at tax time, pushes generic advice, or can’t explain how to legally reduce your effective tax rate, this episode will open y...
Direct Mail Is Making a Comeback With Tradies in 2026 | ft. Wilson Zehr | Ep. 481
🎯 Free Tools for Growing Trade Businesses: https://tradie.wiki/pod
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With online ads becoming noisier, more expensive, and harder to trust, many trade business owners are rediscovering the power of physical, personalised marketing that actually gets noticed.
In Episode 481 of The Site Shed Podcast, Matt Jones sits down with Wilson Zehr, direct mail and marketing automation expert from Zairmail, to unpack why direct mail is making a serious comeback for tradies in 2026 and why relying on digital-only marketing may be hurting your conversions...
Hiring in a Labour Shortage: What Works Now in 2026 | ft. Tom Reardon | Ep. 480
🎯 Free Tools for Growing Trade Businesses: https://tradie.wiki/pod
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Hiring good people has never been harder. And it’s not getting easier in 2026.
If you’re a tradie or contractor struggling to find, keep, or motivate good staff, this episode will change how you think about hiring forever.
In this 480th episode of The Site Shed, Matt sits down with Tom Reardon, founder of PeopleIN and one of Australia’s most experienced workforce leaders, to break down what actually works when lab...
2025 in Review: What Trade Businesses Learned the Hard Way | Ep. 479
🎯 Free Tools for Growing Trade Businesses: https://tradie.wiki/pod
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2025 was a big year, and for many trade businesses, it came with some hard lessons.
In this solo episode, Matt Jones looks back on what actually worked and what didn’t across hundreds of trade businesses he’s worked with throughout the year. It’s a real-world review from inside the trenches of marketing, sales, and business growth.
If you felt busy in 2025 but didn’t see the results you expected, this episod...
HR for Tradies: What Fair Work Really Cares About | ft. Karen Hillen | Ep. 478
🎯 Free Tools for Growing Trade Businesses: https://tradie.wiki/pod
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HR isn’t why you started your trade business.
But getting it wrong can cost you serious time, money, and stress.
In this 478th episode of The Site Shed, Matt sits down with Karen Hillen from My HR Partner to break down what Fair Work actually cares about when it comes to tradie businesses with employees and contractors.
This isn’t theory or corporate HR talk.
It’s practical, trade-specif...
Are Your Quotes Scaring Off Good Clients? | ft. Drew Norton | Ep. 477
Are your quotes accidentally pushing good clients away?
In this 477th episode of The Site Shed, Matt sits down with sales and leadership expert Drew Norton to break down the real reasons tradies lose work and how a few simple mindset and process shifts can help you win better clients without relying on low prices.
Drew gives useful tips for making the discovery process better, leading with confidence, making sure people understand their options, and building a sales system that really works.
If you want to charge what you're worth and stop clients...
Stop Online Scams Before They Hit Your Business | feat. Ronnie Manning | Ep. 476
👉 FREE tools, templates & resources for tradies: https://tradie.wiki/pod
In this 476th episode of The Site Shed, Matt Jones sits down with cybersecurity expert Ronnie Manning, Chief Brand Advocate at Yubico, to dive deep into best practices for protecting trade-based businesses and contractors like you in the digital age.
Discover the real risks of password reuse, why two-factor (2FA) and multi-factor authentication (MFA) are a MUST for your team, and how passkeys and physical security keys are shaping the future of online security.
Key Chapters:
00:00 – Teaser
01:20 – What Yubico does & why authent...
Escape the 100-Hour Work Weeks! | ft. Liz Chism | Ep. 475
🎯 Free Tools for Growing Trade Businesses: https://tradie.wiki/pod
CONNECT WITH LIZ CHISM
Website: https://www.lizchism.com
Instagram: https://www.instagram.com/liz_chism/
Linkedin: https://www.linkedin.com/in/liz-chism-coaching
E-book: https://lizchism.com/ebook
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Join Tradie Academy, our free community packed with templates, guides, and insights that actually help your business!
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In this 475th episode of The Site Shed, Liz Chism, a contractor-turned-award-winning brewer, rebuil...
