Vertical Market Strategy: Defining Your Focus for Scale

Vertical Market Strategy: Defining Your Focus for Scale

Author: Chad Lingafelt, Tony Hokanson, Lars Johnston December 4, 2025 Duration: 1:13:48

Are you spreading your business too thin by trying to be "all things to all markets"? This episode dives into the critical strategy of defining your ideal vertical market for growth. Lars from Calgary Lock & Safe, Tony from Assured Security, and Chad from Loc-Doc Security discuss how market focus—whether it’s residential, commercial, or multifamily—requires a completely different skill set, discipline, and product offering. Chad explains his company's intentional decision to eliminate residential and automotive services , which they found challenging to scale , to laser-focus on commercial property management. This was driven by the realization that their business operations were naturally tailored to serve commercial customers better.


The hosts emphasize that the key to expansion is not doing more, but being intentional about your strategy. Lars reinforces this by noting that the manufacturing and distribution channels are heavily focused on commercial products, making it easier to scale in that area. Finally, Chad reveals a powerful new tool in his "Who Not How" arsenal : using a Gemini-powered Business Analyst fed with two years of company data to identify the most profitable product lines and the best new markets to pursue.



Tune into Unlocked Podcast for a grounded, cross-border conversation about what it really takes to build a company meant to last. You’ll hear from three practicing business owners, each running their own operations from distinct locations-North Carolina, Minnesota, and Alberta, Canada. They don’t deal in abstract theory; instead, they draw directly from their own evolving playbooks, setbacks, and hard-won victories. The dialogue in this podcast revolves around practical strategies and philosophical shifts necessary for creating enterprises that can thrive beyond a single owner’s tenure. Episodes delve into the nuanced decisions around leadership transition, cultivating a resilient company culture, and implementing systems that ensure stability through market changes. It’s a candid exchange between peers who are in the trenches themselves, offering listeners a rare, ongoing case study from multiple industries and perspectives. If you’re steering a business and thinking about its legacy, this series provides a thoughtful, actionable companion for the long journey ahead.
Author: Language: English Episodes: 76

Unlocked Podcast
Podcast Episodes
Specialist vs. Generalist - Revisited (Episode 74) [not-audio_url] [/not-audio_url]

Duration: 1:10:21
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Duration: 1:07:14
In Episode 73, Tony (Assured Security), Lars (Calgary Lock & Safe), and Chad (Loc-Doc Security) tackle the challenge of growing organically by capturing large-scale projects. The trio explores tactical ways to move beyon…
Leveling Up with System 1 and System 2 Thinking (Episode 72) [not-audio_url] [/not-audio_url]

Duration: 58:39
In Episode 72, the Unlocked trio—Tony (Assured Security), Lars (Calgary Lock & Safe), and Chad (Loc-Doc Security)—dive into the psychology of decision-making. Inspired by the work of Nobel Prize winner Daniel Kahneman an…
Navigating the Messy Middle (Episode 71) [not-audio_url] [/not-audio_url]

Duration: 1:12:19
In Episode 71, Chad (Loc-Doc Security), Tony (Assured Security), and Lars (Calgary Lock & Safe) dive into the psychological and operational warfare of "The Messy Middle." Inspired by Scott Belsky’s framework, the trio ex…
12 Must-Read Books for Scaling Leaders (Episode 70) [not-audio_url] [/not-audio_url]

Duration: 1:10:47
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System Over Motivation: Master Your Time and Calendar (Episode 67) [not-audio_url] [/not-audio_url]

Duration: 1:08:23
In Episode 67, the trio tackles one of the most critical challenges for any entrepreneur: moving from a reactive "firefighting" mindset to proactive leadership. Tony (Assured Security) kicks things off by operating from…
The Unique Factor: A Leadership Therapy Session (Episode 66) [not-audio_url] [/not-audio_url]

Duration: 1:03:19
In Episode 66, Lars Johnston from Calgary Lock & Safe challenges the trio to get vulnerable with a high-stakes leadership exercise: identifying their "Uniques." Moving past typical corporate bios, Chad (Loc-Doc Security)…