Jacob Spencer, owner and managing director of Mobile Skips approaching $10 million revenue, shares the counterintuitive strategy that transformed an "unsexy" industry: deliberately choosing businesses where customer experience doesn't exist. After learning systems mastery at McDonald's and applying it to Australia's $4.95 billion waste removal industry, Jacob reveals why targeting unsexy industries with exceptional service creates unbeatable competitive moats. 00:00 - Why Jacob chose the "unsexy" waste removal industry strategically 04:15 - How McDonald's systems training shaped his franchise philosophy 08:02 - The $4.95 billion Australian waste market and Mobile Skips' positioning 14:00 - Managing franchisee innovation vs. systematic consistency 17:19 - What franchisees must master: the "Celebrity Service" framework 23:25 - The I.A.B.C. trust model that transformed his leadership approach 30:00 - Dealing with toxic rockstars and values-based decision making 38:10 - Jacob's transition from doing everything to leading five experienced leaders 41:16 - How crippling anxiety became his biggest business challenge 46:11 - Tactical anxiety management: cold exposure and distraction vs. intellectualizing 49:07 - The personal story driving his anxiety and how therapy helped 56:32 - Balancing spare time with purpose: Street Enterprise board work 1:00:21 - Building businesses that survive beyond the founder 1:02:15 - The freedom challenge facing successful entrepreneurs Follow Jacob Spencer: LinkedIn: www.linkedin.com/in/jacob-spencer-mobileskips Follow Mark Kentwell: Instagram: https://www.instagram.com/mark_kentwell TikTok: https://www.tiktok.com/@mark_kentwell LinkedIn: https://www.linkedin.com/in/markkentwell1 Mark's Businesses: Presence Real Estate: https://presence.realestate/ Nexr: https://nexr.com.au/