HH #24: The Power of Awareness: How Entrepreneurial Instincts Drive Success

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Welcome to our latest newsletter! This week, I was reminded of why we embark on this entrepreneurial journey. My wife gave birth to our third child on Monday, and as we welcomed this new life into our family, I couldn’t help but reflect on what this moment represents for us as entrepreneurs. In the midst of this deeply personal experience, my hauling business didn’t miss a beat.

Three days. Sixty-seven jobs. Zero setbacks.

Why? Because I’ve learned the value of turning instinct into systems, and systems into action. I wasn’t physically present at the office (haven't been for a few years), but I didn’t need to be—because the processes we’ve built, and the people we trust, ensured everything ran seamlessly. This is the reward of honing that entrepreneurial instinct—turning it from a gut feeling into a tangible, unstoppable force.

Entrepreneurship isn't for the faint of heart and certainly isn't for everyone. It demands a mindset that goes beyond mere persistence. It requires vision, an ability to anticipate, adapt, and respond with clarity. But for us, the true and hardened entrepreneurs, this is our superpower: We’re not just navigating the present, we’re constantly strategizing for the future.

"The entrepreneur always searches for change, responds to it, and exploits it as an opportunity." Peter Drucker

Hyper-Awareness: The Secret to Consistency

This heightened awareness, the ability to be tuned in to every facet of the business without drowning in it... this is the secret sauce. It’s what allows us to be proactive, rather than reactive.

When you’re hyper-aware, you don’t just see the next challenge, you see the opportunities that lie behind it. You don’t live in fear of what’s around the corner, because you’ve trained yourself to look at what’s beyond it.

And this is key in our industry, where precision and timing are critical. That vigilance, that readiness, that ability to pivot on a dime, these aren’t just qualities we possess, they’re our competitive advantage. And they’re what allow our businesses to keep on keepin' on, even when life throws us a curveball.

"The successful warrior is the average man, with laser-like focus." – Bruce Lee

Turning Awareness into Action

How do we continue to leverage this instinct? How do we turn that awareness into strategies that propel us forward? Here are a few thoughts:

✔️ Trust Your Gut: Your intuition has gotten you this far—don’t second guess it. In a fast-moving industry like ours, your ability to read the moment and act quickly will continue to set you apart.

✔️ Be Prepared for Tomorrow: Keep an eye on the trends, the changes, the shifts in demand, and position yourself ahead of them.

✔️ Refine and Improve: Every challenge is an opportunity to fine-tune your processes. Use what you know to become more efficient and strategic with every decision you make.

✔️ Stay Confident: Lean into your awareness, and let it guide you as you steer your business toward greater success.

The Endgame of Entrepreneurship

This is why we do what we do. It’s why we take the risks. Not to work ourselves to the bone, but to build something that can run without us—something that frees us to focus on what matters most, whether that’s family, passion projects, or new ventures.

Yes, entrepreneurship is a gamble, especially in an industry like ours. But when you zoom out and take the long view, investing in yourself is often the smartest bet you can make. After all, the alternative—working 40 years for someone else, just to gain freedom later—seems far riskier.

Your entrepreneurial brain allows you to stay ahead, to innovate, to grow. Trust in that power. Lean into those instincts. And remember, every step you take brings you closer to the future you’re building—one that gives you both the freedom to grow your business and the time to enjoy what you’ve built.

Keep leading with purpose, and know that every decision you make strengthens the future you’re creating—both in business and in life.

Industry News:

Our industry is facing some tough conditions this year. With rising costs from inflation and tighter competition, small haulers are feeling the squeeze. It’s a rough environment, but it’s not one without opportunities—if you know where to look and how to adapt. The reality is, profit margins are shrinking, and with larger competitors playing the volume game, it’s more important than ever for small haulers to streamline operations and stay sharp.

Here’s my two-cents:

1. Use Tech to Your Advantage: Whether it’s software for route optimization or AI tools that help manage time and fuel better, tech can be a net-positive. It cuts costs, boosts efficiency, and keeps you one step ahead.

2. Find Your Niche: Competing directly with the big guys on price is a losing game. Instead, carve out a space they’re overlooking. Whether that’s specializing in certain types of junk removal or offering a more personalized service, find a niche and own it.

3. Build Loyalty: Don’t underestimate the power of strong customer relationships. When the market gets tough, loyal customers are what keep you going. Go the extra mile with follow-up, personalized service, and by treating every customer like they matter—because they do.

4. Stay Flexible: Be ready to adjust on the fly. That might mean tweaking your pricing or adding new services to meet demand. The key is not getting stuck in one way of doing things—adaptability is your friend.

5. Watch Your Numbers: Keep a close eye on your cash flow and be proactive with your finances. Review your expenses regularly, and don’t be afraid to renegotiate deals where you can. A penny saved really does matter.

In short, the challenges are real, but so are the opportunities. Stay sharp, stay flexible, and keep looking for ways to innovate. That’s how you’ll thrive when the competition is fierce.

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Justin Hubbard

LinkedIn | Instagram

PLUS: Whenever you're ready, here are three ways I can help you grow your business:

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