1150: MAKE IT SIMPLE for growth (and you'll still find these predictable revenue walls!) w/ Norris Ayvazian

Wantrepreneur to Entrepreneur | Start and Grow Your Own Business

In this episode, Brian interviews Norris Ayvazian, the founder and CEO of Service Crucible, a consultancy focused on transforming home service businesses through operational excellence and strategic growth. Norris shares how he grew a regional branch from $4 million to $12 million in just 12 months at a 25% net profit — and how his approach to simplicity and business fundamentals is changing the industry. Whether you’re in home services or any other business, Norris’s insights on cutting through the noise, building systems, and focusing on relationships will help you scale faster and more sustainably.

💡 What You'll Take Away For YOUR Business

🚀 Why simplicity wins — Why business fundamentals matter more than trendy tools and tech
🔑 The Holy Trinity of Business Success — Relationships, knowing your numbers, and clear communication
💡 How to identify bottlenecks — Why most growth stalls happen at the leadership level and how to fix it
📈 Capacity planning secrets — How to maximize efficiency and profitability in any service-based business
💬 Good enough isn’t good enough — Why complacency kills business growth and how to stay ahead
💰 Upselling and value delivery — How to increase customer lifetime value without adding overhead
🌟 Value is everything — Why customers will pay more when they perceive real value

📝 About Norris Ayvazian

Norris Ayvazian is the founder and CEO of Service Crucible, transforming home service companies through operational excellence and sustainable growth strategies. His track record includes working for some of the largest Private Equity firms in the residential service space and growing the Pensacola branch of Peaden Air Conditioning, Plumbing, and Electrical from $4M to $12M in revenue at 25% net profit within 12 months, earning him Pensacola's Business Leader of the Year award. With extensive experience scaling operations from $2M to $60M+, Norris now helps HVAC, plumbing, and electrical business owners build lasting legacies through proven systems and genuine relationships. His methods are endorsed by industry leaders like Michael and Son Services ($260M), demonstrating his ability to drive measurable results across diverse markets.

🎯 Norris’s BEST Piece of Advice for Wantrepreneurs and Entrepreneurs

“Value, value, value. If you don’t believe in the value of what you’re offering, neither will your customers.”

📢 Memorable Quotes

"How you do anything is how you do everything." – Norris Ayvazian
"Good enough is never good enough if you want to win in business." – Norris Ayvazian
"You can’t manage what you don’t measure." – Norris Ayvazian

💡 Actionable Takeaways

✅ Simplify your business strategy — Focus on operational excellence and fundamentals rather than trends
✅ Know your numbers — Identify the key drivers of revenue and profitability in your business
✅ Create a strong internal culture — Relationships and communication within your team matter as much as customer relationships
✅ Capacity planning is critical — Optimize scheduling and efficiency before hiring or adding overhead
✅ Believe in your value — If you’re underpricing or undervaluing your product, it’s time to reassess

🔗 Links

• Visit Service Crucible’s Website
• Connect with Norris on LinkedIn
• Follow Norris on Instagram

Chapters

1. Introduction to Norris Ivasian (00:00:00)

2. The Origin Story and Industry Passion (00:02:41)

3. Simple Fundamentals vs Trendy Solutions (00:05:03)

4. The Bedrock: Relationships and First Impressions (00:07:26)

5. Revenue Walls and Growth Barriers (00:16:19)

6. Disruption and Market Opportunities (00:25:54)

7. Strategic Planning and Timeline Horizons (00:30:39)

8. Value Yourself: The Key to Success (00:35:56)