BUSINESS MANAGEMENT
www.mrca.org  —  Midwest Roofer
8
I
n 2019, my friend and business 
partner, Brandon Dawson, 
founded Cardone Ventures with 
his wife, Natalie. Their mission was 
clear: help business owners scale. 
Their journey began amid adversity. When the Covid 
epidemic struck, it could have been a major setback, 
but they embraced a strategy called the “seven 
promotes.” 
By operating events in their driveway, they grew 
their revenue from zero to $8 million in less than 
24 months. Today, Cardone Ventures generates 
over $225M million annually - proof of the power of 
strategic promotion. 
The 7 Promotes 
Our roofing clients have seen firsthand how these 
seven promotes can transform businesses that were 
struggling. Let’s dive into each principle. 
Promote Who You Are 
Your identity is the cornerstone of your business. 
Clients need to know who is behind the roof over 
their heads. Share your credentials and expertise - 
what certifications or awards do you have? Whether 
it’s years of experience or specialized training, your 
goal is to show potential clients they’re working 
with professionals. This builds trust from the first 
interaction. 
Promote What You Do 
Clarity is key. Whether you’re a residential specialist 
or focus on commercial, industrial, waterproofing, 
or solar, clients need to understand your services. 
Highlight partnerships with reputable manufacturers. 
For example, “We work with XYZ, the largest roofing 
manufacturer in the U.S., whose $600 million 
warranty fund backs your investment.” This assures 
clients of both quality and protection. 
Promote The Why 
Your mission and purpose may seem obvious 
to you, but clients may not grasp it. Explain why 
you do what you do - why your company exists, 
A STORY OF 
RESILIENCE 
AND VISION
By: Grant Cardon

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