Daniel Cortez

Daniel writes about the business side of home services — the stuff that shows up on a P&L, not a truck wrap. His focus is scaling strategy, pricing, marketing ROI, hiring and retention, and the operational differences between shops that stay small and companies that break through. He thinks in unit economics and writes for owners and operators who are trying to figure out what the next stage of growth actually looks like. He's especially sharp on the financial mechanics that matter in acquisitions and multi-location expansion.

When he's not writing, Daniel is probably on a trail somewhere in the Sonoran Desert. He got into long-distance running a few years ago and now signs up for races his body immediately regrets. He's a morning person by necessity — two young boys make sure of that — and does most of his writing before anyone else in the house is awake. He's also an unapologetic food snob about one thing and one thing only: tacos. He will drive 45 minutes for the right al pastor and considers this a reasonable life choice.