Running a specialized construction business, particularly in sectors like excavation and septic services, is fraught with unique hurdles. Many dedicated owners find themselves struggling to cut through the competitive noise, establish a truly memorable brand, or skillfully navigate the complex interplay of business growth, intense competition, and sound financial strategy. It's easy to feel like just another undifferentiated truck on the road.  But what if there was a way to transform these common industry challenges into distinct, powerful advantages? Today, Taylor is joined by Dervin Witmer, the visionary behind Dig-it Excavating and Pump That Septic. Dervin candidly reveals how a combination of strategic, memorable branding, a savvy and modern approach to digital marketing, and a series of bold, calculated business moves allowed him to significantly stand out from the crowd, command premium pricing, and ultimately build a highly reputable and consistently thriving company. 🎯 KEY EPISODE INSIGHTS: 🚀 ELEVATION STRATEGY [15:40]:"That really sells people on our brand. So, that kind of helps eliminate the bottom-feeder type people... 'Oh, you’re two thousand dollars more than the other guy.' Fine. Hire him. I do not care. I’m not looking to work for you."Dervin explains how investing in brand and transparency allows them to attract quality clients and confidently avoid price wars, a key desire for many business owners looking to build a premium service. 🛠️ FOUNDATIONAL ADVICE [18:35]:"So, I say to the guy getting into it, take everything you can get when you start, but do a very good job. Be consistent. Don’t cut corners... Just make yourself known as the quality guy or the responsive guy, the guy that answers his phone."Dervin offers straightforward, actionable advice for anyone starting or looking to build a reputation in the construction trades. 🚨 REALITY CHECK [32:38]:"Man, if you don’t like high overhead and if you don’t like debt, don’t get into it."Dervin lays bare the financial realities of running a capital-intensive construction business and why a stomach for significant financial commitment is non-negotiable if you want to grow and sustain CHAPTERS: 0:00 - Intro: CONEXPO-CON/AGG & Guest Dervin Witmer 1:39 - Building the "Dig-it" & "Pump That Septic" Brands 2:50 - Dervin's Entrepreneurial Journey to Excavation 5:54 - Integrating Family into the Business 09:52 - Crafting a Professional Image in Septic Services 12:45 - Strategies for Standing Out & Attracting Quality Clients 14:50 - The Viability of Starting a Septic Business 17:26 - Niche Specialization vs. Diversification 20:43 - Future Growth 23:22 - Equipment Insights: Excavators & Technology 24:15 - Navigating Seasonal Work & Competition 28:13 - The Realities of Specialized Operations 32:38 - Financial Realities 36:03 - The Parts vs. Payments Dilemma in Equipment Ownership 37:30 - Looking Ahead to CONEXPO 2026 🔗 CONNECT WITH DERVIN WITMER / DIG-IT EXCAVATING & PUMP THAT SEPTIC: YouTube: https://www.youtube.com/@DigItExcavating Website: Dig-itexcavating.com Facebook: facebook.com/Dig.It.Excavating Website: pumpthatseptic.com Instagram: @digitexcavating Thank you to our good friends over at John Deere Power Systems for sponsoring this podcast: https://www.deere.ca/en/engines-and-drivetrain/ CONEXPO-CON/AGG Newsletter: https://www.CONEXPOconagg.com/industry-news#sign-up #Excavation #SepticServices #Branding