Do you remember back in high school how it was somehow “cool” not to care

There were always a few kids who made sure you knew they were “too cool for school.” They wouldn’t get excited about much of anything—sports, clubs, academics, even friendships. It was like showing genuine passion for something made you an outsider. And if we’re being honest, maybe some of us bought into that mindset more than we’d like to admit.

The funny thing is—I still see that same dynamic play out in adults. Somewhere along the way, caring deeply about something became something people felt they had to apologize for. 

In the workplace, people who show real enthusiasm or take pride in their work are sometimes labeled as “overachievers” or “brown-nosers.” 

In relationships, there’s that old line: “He who cares the least wins.” What a strange message we’ve absorbed: if you care too much, you lose. 

I get it. It's risky to lay it all on the line. To put both feet in. To really care about the results.

But the truth is—I think we miss out when we don't.

Whether it’s my relationship with my son or my wife, a project at work, the nonprofit I serve alongside, or even a hobby I enjoy—I want to be fully invested. I want to show up. I want to feel the full range of emotions that come with caring deeply—because that’s where the good stuff is.

The alternative? Coasting. Numbing. Settling. And I don’t think that’s the life any of us want to look back on.

So maybe it’s time we change the narrative. Maybe it’s time we remind ourselves—and our kids—that it’s cool to care. About your family. About your work. About your community. About your passions.

Because when we care, we bring our full selves to the table. And when we bring our full selves, we create something better—richer relationships, deeper purpose, and lives that actually matter.

So here’s my challenge for this week:

What’s one area where you’ve been holding back—and it’s time to lean in and care more?

Let’s stop playing it cool. Let’s care deeply. Because the best things in life are found right there.

One of our core values as a company—and something I strive for personally—is to “Stay Positive.” But let me be clear: staying positive doesn’t mean pretending that everything is sunshine and rainbows. It’s not some bumper sticker slogan that says, “If it can go well, it will.”

Life doesn’t work that way.

In my life, plenty of things haven’t gone the way I planned. My guess is that true for you as well. We’ve all had projects fall apart, faced relational challenges, or experienced financial hardships. 

But here’s what I’ve learned: staying positive isn’t about the circumstances. Circumstances are unpredictable. Some days, they’ll be fantastic. Other days, they’ll be downright challenging. The key is in the word “stay.” Staying positive means holding onto the right perspective—not because everything is going well, but in spite of what’s going wrong.

At 16 years old, I lost my  father suddenly to a unknown heart condition. My immediate response was anger and hurt. I looked around at my friends who still had their dads and felt bitter about what I had lost. 

I’ll never forget a conversation that changed everything for me. A friend told me, “I completely understand where you’re coming from. It's hard. I’ve never met my dad and don’t even know if he’s alive, but every time I start to feel bitter about not having a father, I remind myself how grateful I am for my incredible mom.”

That hit me like a ton of bricks. Here I was, angry that I had only 16 years with my dad, while my friend was grateful in spite of not ever having met his dad, but focused instead on a mom who had always been there for him. It was a gut-check moment that made me realize just how powerful our focus can be.

Comparison can be the thief of joy. If we constantly compare ourselves to people who have better— a better family situation, better finances, better opportunities—it’s easy to feel like we’re falling short. But what if we flipped that perspective? If I compare my home to a mansion, I might feel lacking. But if I compare my home to someone who’s homeless, I suddenly feel gratitude for the things I take for granted - like the roof over my head, the air conditioning, the clean water.

For me personally, mindset is also heavily related to my personal faith. If I believe there is a Creator that’s in control, then my staying positive is also trusting that no matter what comes, God is still in control.

That’s why Staying Positive is something we intentionally teach to every new team member, and something we revisit throughout the year. It’s not about ignoring reality—it’s about choosing the perspective that makes us grateful for what we have instead of bitter about what we don’t.

So, where in your life do you need a shift in perspective? Because circumstances will always change—but our mindset? That’s something we get to control.

There’s an old principle that I’ve unfortunately had to learn the hard way: “An ounce of prevention is worth a pound of cure.” That applies to just about every area of life—whether it’s our relationships, finances, or the way we handle everyday challenges.

At The Masters, one of our core values is Plan Ahead. In the past, we called it Be Proactive, but at its core, it’s the same idea—thinking ahead, anticipating what’s coming, and taking action before we have to.

We talk about this with our team all the time, especially when it comes to relationships. A strong marriage isn’t built on grand gestures every once in a while—it’s built on consistent, small investments: checking in, being intentional, showing appreciation, and making time for the people who matter most. If we wait until there’s a problem to start investing in our relationships, we’ve already fallen behind. Staying proactive with our spouse, kids, and friends can help us avoid many of the pitfalls and regrets that tend to pop up over time.

The same can be said about finances. Many professionals in our industry haven’t really considered setting aside money for the future. It’s not that they don’t care—it’s just not something they’ve been taught to prioritize. Many are used to living day to day, focused on the immediate, not something as far off as retirement. That’s exactly why we make it a priority during orientation. Taking advantage of our company’s retirement match isn’t just about putting money into an account—it’s about setting up a future version of yourself for success. One small decision today can pay off in a huge way down the road.

Planning ahead isn’t just about avoiding problems—it’s about creating opportunities. Whether it’s financial security, a strong family, or just peace of mind, the choices we make today shape what happens down the road.

So here’s the question: What’s one area in your life where a little planning ahead could make a big difference? If there’s one thing we’ve learned, it’s that small, intentional steps today lead to a much better tomorrow.

Change doesn’t happen overnight. It’s the small, consistent steps that accumulate to create meaningful transformations. I remember a time in my life when I felt stuck, overwhelmed by the enormity of the goals I had set for myself. It was tempting to think that only massive leaps would get me to where I wanted to be, but I soon learned that wasn’t the case.

Instead of focusing on the end goal, I started by doing one small thing each day. At first, it felt almost insignificant, like a drop of water against a rock. But as the days turned into weeks, I began to notice a shift. My confidence grew with every small accomplishment, and those tiny steps added up to real progress.

It’s easy to overlook the power of small actions, but they create momentum. Each effort builds on the last, much like those drops of water that, over time, carve canyons. The key is to keep going, even when it feels like you’re not making a dent.

What about you? Maybe there’s a goal you’ve been putting off because it feels too daunting. Instead of waiting for the perfect time or a grand opportunity, start small. Take one step today. It could be a conversation, a single task, or a brief moment dedicated to your goal. Even the smallest action can lead to something much bigger.

Big impacts begin with small, intentional steps. And as you keep moving forward, you’ll find that those little efforts have transformed into something truly remarkable. You’ll look back and realize just how far you’ve come—all because you started.

Years ago, a leader gave me an assignment that caught me completely off guard: write 5-8 words I’d want used to describe me in my future (hopefully far off) eulogy. At first, it felt heavy—maybe even a little morbid—but as I dug into it, it became one of the most eye-opening exercises I’ve ever done. It forced me to confront a simple truth: if I want those words to describe me someday, I have to start living them out today.

Words like “faithful,” “generous,” “kind,” “disciplined,” and “encouraging” came to mind. But they weren’t just words for the distant future—they are qualities I needed to start weaving into my daily life. That exercise reminded me that no one writes my story but me. And the way I write it isn’t through big, sweeping moments. It’s through the small, repeated choices I make every single day.

As we step into 2025, most of us, myself included, have spent years focusing on resolutions about doing—losing weight, saving money, starting a project, or breaking a habit. There’s nothing wrong with those goals, and I’ve certainly made my fair share of them. 

But this year feels different. Instead of focusing on what I want to accomplish, I want to focus on who I want to become. I want to revisit those words from that assignment years ago and start living them more intentionally.

So as we step into this new year, the focus isn’t just on tasks or accomplishments—it’s on character. Am I choosing patience in a difficult moment? Am I prioritizing time with my family? Am I showing kindness even when it’s inconvenient?

What about you? As you think about the year ahead, who do you want to become in 2025? What words do you want to describe you?

Let’s make 2025 not just a year of doing, but a year of being. Here’s to becoming the people we’re meant to be.

Wow, 20 years. It’s hard to believe that two decades have passed since we started The Master's. Today, with branches in Gainesville and St. Augustine and over 100 incredible people serving their communities every day, we’re proud of the journey we’ve shared together.

Looking back, it’s clear that none of this would have been possible without our team. They are the heart and soul of this company. Through rain, heat, hurricanes, and countless challenges, they show up every day with a dedication that goes far beyond just a job. It’s their skill and commitment that bring beauty to our clients’ properties. And it’s not just the production teams; it’s also the administrative and support staff behind the scenes who keep every part of this company moving forward. Each person’s role has been essential in transforming us from a side hustle into what we are today. Their hard work has built the reputation we’re so proud of.

To our clients—our deepest thanks. The trust they’ve placed in us to care for their homes, lawns, and pest control needs has been the foundation of our growth. Many have been with us since those early days, and seeing these relationships deepen over the years has been one of the most rewarding parts of our work. We don’t consider our clients just business partners; they’re part of our extended family. Their support has given us the opportunity to grow and continue serving year after year.

We’re equally grateful to the communities we serve. From local schools and businesses to every homeowner who chose to work with us, these communities took a chance on a small business. Their support has allowed us to thrive, and it has been a privilege to give back and be a part of such wonderful communities.

Reflecting on these 20 years fills me with gratitude that words cannot fully express. In the moment, it’s easy to overlook your blessings—but looking back, there are simply too many to count. Here’s to the next 20 years!

I remember those nights as a child—walking with my family up and down the streets, our breath visible in the cold air, as we marveled at the holiday lights. The houses were transformed into glowing wonderlands, each one more beautiful than the last. We’d point and laugh, trying to decide which display was the best. It wasn’t just the lights themselves that filled me with wonder—it was the feeling that seemed to surround them. It was the sense of togetherness, the warmth of the season, and the simple joy of being with loved ones.

The holidays, back then, felt endless. The days were full of magic, and everything seemed brighter and more alive. I didn’t realize it at the time, but those moments—walking the streets with my family, holding hands, feeling the crisp winter air on my face—are what made the holidays so special.

Now, as an adult, things are different. The wonder of the season can sometimes get lost in the hustle and bustle. The thought of putting up lights, once so exciting, now feels like one more task in an already busy life. The magic seems harder to find, buried under the weight of responsibilities and to-do lists.

But when I stop and reflect, I realize it’s not the lights or the decorations that truly make the holidays magical—it’s the memories they represent. It’s the time spent together, the traditions that bring us closer, and the moments of joy shared with family. Those simple, quiet nights walking through the neighborhood, admiring the lights, are what I carry with me, even now.

The holidays are a time to reconnect, to remember the joy of being with those you love, and to make new memories that will last a lifetime. And maybe, just maybe, we can find a way to bring a little bit of that childhood magic back into our lives. After all, it’s never about the lights themselves—it’s about the way they make us feel.

Recently, I had a situation that really drove home a lesson I've learned (and unfortunately, had to learn more than once). I was talking with a team member who was feeling overwhelmed because they were having trouble with their equipment. From what I could see, this person had the desire, skills, and experience needed to get the project done. The issue wasn’t them—it was the equipment.

I had the best of intentions to help. I promised to either fix the equipment or replace it so they could get their project back on track. But, despite my good intentions, I didn’t write down a reminder.

Guess what happened next? Nothing. 

I walked out of that meeting, but on my way back to my desk, I got interrupted three times. By the time I got to my office, that equipment issue was forgotten about, and my intentions didn’t do anything to help my team member succeed.

As Andy Stanley says, "Our direction, not intention, determines our destination."

In life, we all have goals we want to achieve—a loving marriage, a fulfilling career, a thriving family, a healthy lifestyle, or a positive impact on those around us. But just having good intentions isn’t enough. 

Unfortunately, I had to learn this lesson, again. Where do your actions need to realign with your intentions this week?

You know, just like how we easily recognize companies by their reputation and branding, people also have their own unique traits that make up their personal brand. Take McDonald's, for example. It's known for quick, affordable meals, not exactly the spot for a romantic dinner. And then there's Apple, famous for their cutting-edge, admittedly pricey devices, definitely not where you'd go for budget options.

But let's shift the focus to us, the individuals. What do you aspire to be known for?

I had this eye-opening exercise a few years back that really got me thinking about this. I was tasked with deciding the 6 to 10 words I would want used to describe me at my funeral. Talk about a challenge! Picture it: family and friends gathered around, trying to sum up what my life was all about.

That exercise shook me up, but in a good way. It made me reassess my priorities. If I wanted to be described as charitable, for instance, what was I doing about it today to earn that description?

Now, to avoid getting too morbid, I decided to switch gears and chat about our personal brand instead.

So, let's get real. What is it you want to be known for? And more importantly, what are you doing about it today?

Crafting your personal brand isn't about putting on a show or pretending to be someone you're not. It's about being intentional with your actions and decisions, aligning them with the values and qualities you want to embody. Whether it's integrity, compassion, creativity, or innovation, your personal brand should reflect who you are at your core.

Think about those people you admire most. What qualities do they possess that you aspire to emulate? Take inspiration from them, but always stay true to yourself. Your personal brand should be an authentic expression of your values, passions, and strengths.

So, as you go about your day-to-day life, ask yourself: am I living in alignment with the personal brand I want to cultivate? Am I making choices that reflect the qualities I want to be known for? Remember, it's never too late to redefine your personal brand and start living a life that truly reflects who you are and who you want to become.

I've always heard the old saying, ‘Actions speak louder than words.’ Unfortunately, I was reminded the other day that words carry some pretty heavy weight, too. 

In a heated moment, I was short with my six-year-old by curtly asking him to leave me alone for a moment. As I watched him walk away with his head dropped low, I could hear his dejected sigh. 

I knew that I had messed up.

It's astounding how our words, even in a moment of haste, can have such a profound impact on those we care about most. And yet, we often toss them around without much consideration for their weight.

Reflecting on that moment with my son, I couldn't help but think about the times I've been on the receiving end of someone else's thoughtless words. The pain of rejection, the sting of hurt, the weight of disappointment – these are all too familiar.

However, it's not just the negative words that leave a mark. Words of encouragement, affirmation, and love have the power to charge us up, to give us hope and motivate us to carry on.

The biggest lesson in the interaction with my son wasn’t the weight of words, though. The heaviness wasn’t determined by the words alone, but by who’s words they were. 

In a world where words are constantly being thrown around, let's strive to be mindful of their weight and the impact they have on those around us - specifically those closest to us. After all, our words have the power to shape not only our relationships but also the world we live in.