The Communication Crisis Killing Local Businesses

Episode notes

The biggest threat to home service businesses in 2026 isn’t competition. It’s communication. Consumers have evolved. Technology has evolved. But most service-based businesses are stuck in outdated communication patterns that are silently killing revenue, trust, and customer retention. In this episode of Humans of Growth, Aly Hathcock sits down with Lucas Wilson - CEO of Signpost, a customer communication platform serving thousands of contractors, trades, and home service professionals. Together, they unpack the widening gap between what business owners think customers want… and what customers are actually demanding in a world of AI, instant expectations, and omnichannel communication. If you’re a marketing leader, home services operator, SMB owner, or anyone navigating the shift to AI-powered customer experience, this episode will hit you straight in the strategy.

• Pet Influencer Partnerships: A Marketing Crash Course45 / 100
• Personal Branding & Founder-Led Marketing in an AI Trust Recession28 / 100
• The ROAS Trap: Why Better Numbers Don’t Always Mean Better Growth53 / 100
• Why Your CRM Follow-Up System Matters More Than More Leads
• How to Build a PR Strategy That Actually Drives Business Growth