Jay Shaw's cleaning company was failing until he stopped selling luxury cleaning and started selling disinfection services. Rebranding around what customers actually wanted filled his schedule in three weeks and created a waiting list.
They didn't want the cleaners in their house. I'm an entrepreneur. That's a problem. What do entrepreneurs do? Entrepreneurs solve problems. Now, I'm gonna be honest with you. It took me about 2 months to get from under the influence of what I didn't want. It took me about 2 months to unfold my arms, unball up my face, and come out of this poor me story. But when it was time to— when I finally decided, hey, shoulders back, chest out, chin up, what do I want? I want my business thriving. I want to have work for the women who work for me to do. They got their single moms. I want my employees to be able to feed their damn children. I want them winning. I want to be the business owner that other business owners call and say, Jay, how are y'all thriving in a time such as this? As I started focusing on what I want, a good idea found me. Not I found a good idea, a good idea found me. Stop marketing the cleaning business as a luxury cleaning service. Start marketing the cleaning business as a disinfectant service. Start marketing the business as a disinfectant service. Within 3 weeks, booked solid, waiting lists.
