Dan Verboski didn't grow up dreaming about signs. He left the State Department in 2017, looked for a business to buy, and ended up in Tyler, Texas taking over a 72-year-old sign company he knew nothing about. Leon Signs is now 80 years old and Dan runs a 26-person operation making custom, large-format lighted signs for banks, churches, restaurants, and national rollouts across East Texas.

In this episode:

• Why 87% of Dan's revenue comes from repeat customers and what that says about how to protect a geographic moat
• The "blessing and curse" of being a specialty trade business — high inbound, but nearly impossible to scale fast because every hire takes years to develop
• How Leon Signs tells customers their confirmed install date within days of signing and hits it 95% of the time
• The 4-year, 9-month warranty ca ...