We're talking with John Horn of Horn Heating and Air Conditioning, H-O-R-N-E-H-V-A-C.com. There's a lot of kids that are making that decision right now of, you know, do I go to college? Do I do a two-year? Do I just go right into a job? Are the trades an option for someone, let's say, coming out of high school or even fresh out of college? Is this an option for them?

100% an option.

And like I said, first thing you start is just assessing a person and their ability to take their elements.

And it's not terrible.

I mean, today's crawl spaces and attics are way better than they used to be.

So it's easier than it was.

And then from there, you just take one step at a time.

I'm sure there's a

What was the first culture warning sign that told you, We need to be more intentional here or we'll lose what makes us special.

Great question.

And I think what really came together for us is that we started this tremendous growth around 2018 and started bringing in more and more employees.

So we were increasing from just under 200 to when I left, we were around 600 employees.

That was a pretty tremendous growth.

We realized, though, in 2020, and a lot of this coincided with what was happening in the U.S. at that time, that we really needed to take a step back and focus on how we were being inclusive as an employer and whether we were truly being equitable in our practices.

And that was a real shift because as we were bringing in more and more employees, we were starting to lose what was traditionally a family environment at the organization.

And so I'd be curious to just know from you, you know, what's the situation where servant leadership required you to make an unpopular decision?

Do you think we might, could this be the end for him? Do you think he'll play again? What do you think?

Yeah, I mean, I've been asked this question several times since that match where he lost in the first round.

And, I mean, if you watch that match, you certainly would have to think, absolutely.

I mean, the guy's throwing up on court.

He's crying.

He's looking like he's in agony out there.

And that's not the only time.

Where do you see right now overall if you combine the men and the women and how competitive we'll be moving into 27?

Do you think we might, could this be the end for him? Do you think he'll play again? What do you think?

Yeah, I mean, I've been asked this question several times since that match where he lost in the first round.

And I mean, if you watch that match, you certainly would have to think, absolutely.

I mean, the guy's throwing up on court.

He's crying.

He's looking like he's in agony out there.

And that's not the only time.

Where do you see right now overall if you combine the men and the women and how competitive we'll be moving into 27?

Are we finally at that point, John, where you wonder how many majors he really has left, if he has any left in the tank, honestly?

Yeah, you know what? I've answered this question a few times on some other shows since the Djokovic loss, and um you know i've been pretty consistent with what i what i've said and my answer is yeah i mean i'm i'm thinking that you know jokovic is coming to the end um you know it's unfortunate what's going on right now he seems to have hasn't really said exactly what's going on uh but it sounds like he's got some sort of illness or something that's been bothering him where uh he gets very tired and the hot weather is is getting to him i noticed when he's playing he's got an inhaler that he's been using on the sidelines, almost as if he has like an asthma or breathing problem.

So that's a bit concerning.

And this is something that, you know, must be relatively new because, you know, Djokovic is the king of playing four or five, six hour matches, six hours.

He played the doll at the Australian open almost six hours, but you get the idea.

He played, he's used to grinding out matches that are long, long matches.

And he played a long one against Felix at Wimbledon this year.

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I mean, how's... her season been so far and what's the outlook for her coming into this tournament?

Yeah.

I mean, it's crazy five years since she was in the five.

I mean, it's been seven years since Bianca Andreescu won it.

It doesn't seem like seven years ago either.

So, I mean, it's, it's crazy if you think about it.

Look, I mean, I think Leila Annie Fernandez would, would confirm what I'm about to say is that she hasn't really had a good year.

Is this the end of Djokovic as a Grand Slam contender?

How does that come about, man?

Yeah, so let's kind of paint a picture of how Google approaches and thinks about their policies and enforcement and where all these issues come from.

So Google, ultimately, they are trying to do the right thing.

They want to protect people who use Google from bad actors.

That could be websites who want to install malware.

That could be websites who are scamming users.

That could be websites who are using false information and false advertising, all sorts of things.

With AI and automation becoming more prevalent, where do you see the future of PPC advertising

Yeah.

Got to the Australian Open final.

Um, you know, she put together a pretty good, pretty solid start to the year.

So, um, yes, it's been a bit of a hiccup the last, uh, you know, since she got to the clay, and not having the results that she would like.

But, um, I, yeah, I mean, look, just, just because she's on social media and just because she's doing a little bit more off court, uh, you know, again, players get criticized for going outside of the box, and players get criticized for not doing anything.

So I, I don't think you can win no matter, no matter what.

But she, she's, she's the kind of player who, you know, maybe unlike some players, uh, she's, you know, Rybakina is a, a complete polar opposite of Sabalenka.

Now, having said that, if he does play, would you be pessimistic in terms of what version of Carlos we'll see, given that he hasn't played in quite some time?

Would you say Cincinnati U.S. Open, she's still the favorite to get it done?

Yeah, I mean, look, I would think so.

We talked about how she won the Sunshine Double in Indian Wells in Miami, and before that, I mean, she won Brisbane to start the year, got to the Australian Open final.

You know, she put together a pretty good, pretty solid start to the year, so... um, yes, it's been a bit of a hiccup the last, uh, you know, since she got to the clay and not having the results that she would like, but, um, I, yeah, I mean, look, just, just because she's on social media and just because she's doing a little bit more off court, uh, you know, again, players get criticized for going outside of the box and players get criticized for not doing anything.

So I don't think you can win no matter, no matter what, but she, she's, she's the kind of player who, you know, maybe unlike some players, uh, she's, You know, Rabakina is a complete polar opposite of Sabalenka.

Sabalenka is one who likes to get out there, likes to be on social media, likes to put out videos and likes to talk about her life, while Rabakina is just super reserved and quiet and doesn't do that kind of thing whatsoever.

But I don't think either way, however you approach it, I don't think that it really affects anything that you're doing on court, and just because she's doing some of that, just because she's not winning as many matches, I don't think we can really criticize her.

What are his realistic expectations going into that tournament?

And then, of course, I ran into people going, who are these people? Did name recognition hurt this tournament as it moved on into the semis now?

I mean, I guess to some degree.

I mean, it didn't get off to the right start, obviously, with Sinner pulling out and Djokovic pulling out.

I mean, we all thought Djokovic was going to pull out anyway, and I didn't know that Sinner was going to pull out, but there was a lot of talk about how could he pull out.

He's won every 1,000 events, and there were some people who were quite disappointed with that, but then it turned out that he pulled out of Cincinnati this coming week as well.

So, obviously, he's got an injury that's bothering him, which he's mentioned, it's a knee problem, so...

You know, he pulled out for good reason.

But what chances do you give Nakashima to get this done as well as Tien to get this done?

In your mind, who do you think is maybe one of the lower-ranked players in this tournament that could go on a deep run?

That's a good question.

A small story about Hansman.

A great guy.

Shared a cab with him in China a couple of years ago.

So there's a little Hansman connection.

No, you know what? I mean, it's a good question because that's what makes the tour so good now is that, you know, I think that both on the men's tour and the women's tour that you've got a lot of players, you know, who could win in any given week.

And just before you got to go, what are your predictions for this tournament for Felix and Leila Fernandez? How far, if you had to guess, where do you think they end up?

I'm looking forward to seeing how Felix plays tonight.

He was supposed to play last night, but he requested to get his match moved to today.

So, We'll see how he plays.

He's really struggled in Montreal, hasn't had a lot of good results at the Canadian event in general.

He's only had one quarterfinal, a lot of early round exits.

I don't know if it's the pressure or what have you, but obviously I'd like to watch him play.

I think he's He's such a talent, and he's a good ambassador for the sport.

And just before you got to go, what are your predictions for this tournament for Felix and Leila Fernandez? How far, if you had to guess, where do you think they end up?

You gotta make sure that you know half of the picture before you even take a step in.

Absolutely.

So a couple things I'd say if you're an advertiser, you're talking to an agency.

First thing is, what questions is the agency asking you? That's a really good metric.

Um, because if they're not asking you how do you define success, if they're not asking you about your sales process, about your USP, things like that.

If they're just like, "Oh, what keywords do you wanna show up for?" Or just, you know, very high level general questions, that's a red flag because you need someone who's thinking about that, and that's who's going to really partner with you and move the needle for your business.

So that's the first thing.

And where do you see the future of AI is within the Google Ad space?

So I'm curious, from your perspective, how would you define maybe online reputation when it comes to a business owner? A couple of things,

and it has evolved too with the age of AI and LLMs and the way that they bring information.

But first thing I would say is just literally as simple as Googling your business name.

Google is what matters most.

You can do a Bing or whatever search engine, but Google is obviously where most people are still searching these days.

And so literally Googling your business name Googling your business name plus reviews because that's what everyone does before they hire you.

If you're in the very personal space, if you're an entrepreneur or coach, Googling your actual personal name as well in addition to your business name.

go.

Now, are there any ways to prevent it ahead of time? Like if they start working with you, what are some of the actions that people can do in order to prevent from that happening?

Yeah, there's a lot you can do proactively.

There's never any guarantee.

At the end of the day, Google is Google and they'll make the decisions they want to make.

So we're always very careful to say we can't guarantee you won't have a problem because we're not Google.

We can't control it.

But there are a lot of things you can do proactively to reduce the risk of having issues.

What would you recommend to small businesses when they're looking at actually using ads? What would be some best practices? I mean, I understand about the compliance, but I'm just talking now in general.

So You know, without going into a crazy amount of details, let's talk about the different types of campaigns and then the look and feel of what some of these can look like, because some of them can be very simplistic all the way through to quite robust from a creative standpoint.

Awesome.

I love it.

Let's let's break it down.

So what most people think of when they think of Google ads are the text ads that come up when you search for something on Google.

And that would be what you call a search campaign, generally speaking.

But then, like you said, you've got many other options.

How is AI impacting Google Ads today? And where do you see the future of AI is within the Google Ads space?

Therefore, I'm gonna work at this myself without getting too close to you.

I think the key word is withhold, or one of, one of the key words is withhold.

And, and I would say yes, yes, yes about the emotions, but some of this is deeper than emotion, where the will, the intellect, the memory, the imagination is all in the affectivity of God.

The sacred heart is not a metaphor, it's a reality.

Jesus has feelings resurrected, desires, passions, thoughts put on the mind of Christ.

So I like what you're saying very much about emotions, Jake, but a lot of this is like, uh, where what you were just talking about, Bob, we're withholding.

I would say, and you correct me if I'm wrong, I would say, well, there would be fear there.

And so anything that violates that in thought, word, or speech would be a part of lust, would, would be places of moving from order to disorder.

So Father John, what strikes you?

Well, I, I would add to that list, I mean, there's such a long list, but, um, self-rejection, being self-absorbed, overly self-critical.

These are forms, deep forms of pride too.

Like, I think the first son, what strikes me is the deep sadness that he doesn't know the father's love.

And, um, I would say in some strange way, I give him the benefit of the doubt.

Like, you know, St. Thomas Aquinas says, like, "Sin is always a displaced good." Well, what's the good? I mean, he's trying to maybe perhaps break out, be on his own, but he doesn't know the father's love, and he doesn't-- it's just sad, or he wouldn't be acting the way he's acting.

I remember a, a, a remain nameless, a brother priest who told a story that he had a lot of credit card debt, uh, when he went into the seminary, and went home to his dad very sad, uh, and would he help him out with it.

Yeah, what are you noticing?

Well, transitioning to that, talking about quite a, a length of time in terms of, uh, the platform being around, what are the major changes that you've seen since you guys got started back in the day?

Yeah, a couple, couple of top ones I'd say.

Obviously, um, the devices that people use [laughs] to do searching has ma- dramatically changed over time.

You know, back in the day it was like, "Oh yeah, mobile.

People actually search on their phones," and, you know, there was the age-old question of do you have separate campaigns for mobile, desktop, do you combine? Just over time now it's like, yeah, people search everywhere.

Mobile's incredibly important.

Um, so that's been a massive change over time.

Mm