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The One Communication Mistake That’s Quietly Killing Your Culture
A few years ago, I sat down with a group of leaders I had the privilege of coaching. A large family home care business. And the culture? Toxic doesn’t quite cover it. The negativity was hard for me at first. Every difficult conversation started the same way, with everything that was wrong. Every meeting opened with a rundown of what wasn’t working. Every performance conversation launched straight into problems. I could feel it in the room before anyone said a word. And here’s
Aaron Marcum
2 days ago5 min read


Fight to The Finish
What a Utah boy named Tyler Smith, a high school class from Idaho, and a father's front-row seat to suffering taught me about running your home care agency. On December 15th, 2025, my son Jantzen was diagnosed with Hodgkin's Lymphoma. He was 23 years old. I have spent the last seven months watching him fight. And I need to tell you about it, because it changed how I see everything. Including this business. THE MANTRA There's a young man from Utah named Tyler Smith. Tyler
Aaron Marcum
Jun 15 min read


You Can’t Hand Someone Confidence. But You Can Build the Conditions for It to Grow.
Last week I told you that capability fuels confidence. This week, I want to show you what that actually looks like and why confidence isn’t just a feel-good outcome. It’s the thing your agency’s retention, your clients’ experience, and your own freedom as an owner depend on. We’ve arrived at the fourth and final element of the ARCC of Retention. And it’s the one that ties everything else together. The ARCC We’ve Been Building A quick snapshot of where we’ve been: Autonomy — G
Aaron Marcum
May 184 min read


The Reps Build Capability. The Calling Makes It Last.
Why your most retained people aren't just good at their jobs…They feel called to them. In April of 2016, I ordered my first road bike. I had never clipped into pedals. I had never trained for anything close to a distance race. And I had just signed up for LoToJa, a 200-mile bike race from Logan, Utah to Jackson, Wyoming. I was operating on curiosity and a stubborn hope that this might be the thing that got me healthy again. I was not, by any stretch, capable. Not yet. But h
Aaron Marcum
May 114 min read


The Relatedness Gap
Why your care professionals are not recommending you and what to do about it Last week, I wrote about the day I became the bottleneck at Home Care Pulse. About how staying in everyone's lane, under the guise of leadership, was actually the biggest threat to our culture. Giving your team autonomy was the first unlock. But autonomy alone isn't enough. Because here's what I've learned: people don't stay in places where they feel alone, even if they have the freedom to do their w
Aaron Marcum
May 44 min read


The Bottleneck Was Me: Why I stopped waiting for my team to earn my trust and what changed when I did
The Bottleneck Was Me
Why I stopped waiting for my team to earn my trust and what changed when I did
Aaron Marcum
Apr 284 min read


Agency Is the Keystone: Why Home Care Founders Who Lose It, Lose Everything
Agency Is the Keystone: Why Home Care Founders Who Lose It, Lose Everything
Aaron Marcum
Apr 215 min read


When Ending Something Good Is the Bravest Thing You Can Do
The Program That Laid the Foundation to Future Expansion of Self
Aaron Marcum
Apr 145 min read


The Communication Style That Is Costing You Your Best People
The Communication Style That Is Costing You Your Best People
Aaron Marcum
Mar 315 min read


You Are Not Building Just a Home Care Business. You Are Building Your Good Life.
You Are Not Building Just a Home Care Business.
You Are Building Your Good Life.
Aaron Marcum
Mar 244 min read


One of The Most Valuable Assets in Your Agency Is One You Probably Have Not Built Yet
One of The Most Valuable Assets in Your Agency Is One You Probably Have Not Built Yet
Aaron Marcum
Mar 175 min read


The Day I Sold My Legacy to the Highest Bidder: 5 lessons I wish I had learned before I signed
The Day I Sold My Legacy to the Highest Bidder: 5 lessons I wish I had learned before I signed
Aaron Marcum
Mar 103 min read


The Secret to a Higher Valuation Is Already Inside Your Agency
The Secret to a Higher Valuation Is Already Inside Your Agency
Aaron Marcum
Mar 35 min read


The ARCC of Growth: How Autonomy Builds Leaders (and Scalable Home Care Agencies)
One of the most common things I hear from home care owners who are thinking about their next chapter is this: “I have built something good — but I can’t get out from under it.” That is rarely a revenue problem. It is a dependence problem . And dependence is almost always a culture problem . A few years ago, while coaching home care entrepreneurs, I introduced the ARCC of Growth — Autonomy, Relatedness, Capability, and Confidence — rooted in Positive Psychology and inspired b
Aaron Marcum
Feb 244 min read


What 70% of Partnerships Get Wrong — And What It Means for Your Exit
Selling your agency to the wrong buyer is just a failed partnership by another name.
Aaron Marcum
Feb 174 min read


The Power of Purposeful Partnership: Why We're Building Riverside Together
The Power of Purposeful Partnership: Why We're Building Riverside Together
Aaron Marcum
Feb 115 min read
The Exit Question Every Home Care Owner Avoids (Until It's Too Late)
Your Agency Should Be Built to Sell—Even If You Never Do
Here's what I've learned from years of coaching home care owners and now from my own journey: The best agencies aren't built to be sold. They're built sellable.
Aaron Marcum
Feb 53 min read


Called to Care: How EntreGrit Multiplies Retention, Performance, and Growth
Called to Care: How EntreGrit Multiplies Retention, Performance, and Growth
Aaron Marcum
Dec 11, 20255 min read


The Back Stage Trap That Silently Slows Home Care Growth
Most owners don’t set out to build a complicated business. But over time, complexity creeps in like a slow-moving fog:
• Decisions must flow through you
• Processes live inside someone’s head
• Tools multiply instead of consolidate
• Tasks get reinvented because nothing is documented
• Everyone is busy, but few things move forward
• You’re drowning in details instead of leading
This isn’t a growth problem. It’s a Back Stage problem.
Aaron Marcum
Dec 3, 20253 min read


The Broadway Secret Every Home Care Owner Needs to Know
The Broadway Secret Every Home Care Owner Needs to Know
Aaron Marcum
Nov 26, 20254 min read
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