From teenage apprentice to industry voice: pricing for profit, nurturing culture, and fighting for employers’ rights.

Greg McElroy — President, Master Plumbers NSW; past owner of Killara Plumbing & Rose Bay Plumbing

Greg McElroy left school in Year 11 chasing a plumbing apprenticeship (and a girl down the street). Forty‑plus years later, he’s sold his business, steered Master Plumbers NSW twice, and champions fair conditions for plumbing employers. In this jam‑packed chat with host Adrian Fadini, Greg unpacks:

• scaling beyond “one man in a van” and learning from expensive mistakes
• why Master Plumbers is an employers’ union and the battles it’s fighting on redundancy rules, home‑owner warranty caps, and red tape
• the real maths behind “charging what you’re worth” and how proper pricing unlocks better service, gear, and staff culture
• Culture‑first leadership, and the next five years for trades businesses

🧠 What You’ll Learn

• How under‑pricing starves your business (and sanity)
• The hidden leverage of Master Plumbers membership for NSW contractors
• Strategies for attracting & retaining rock‑star apprentices in 2025 and beyond
• The mindset shift from “best wrench‑turner” to CEO

How Simplifying Marketing Strategy Helped Sell Over a Million Books and Empower Trade Businesses Worldwide

📋 Episode Summary

In this episode of TradesFormation Unlocked, Adrian Fadini welcomes back Allan Dib—best-selling author of The One Page Marketing Plan and Lean Marketing. Allan reflects on his journey since the show's launch, sharing insights on simplifying complex marketing challenges and how his frameworks have created a global impact across multiple industries.

They dive into how trade businesses, especially those with limited budgets, can cut through the noise with lean strategies. Allan also reveals how to fight the urge for novelty, avoid random acts of marketing, and harness the power of email and customer experience for scalable growth. He finishes by opening up about his own personal transformation in fitness, mindset, and the identity shifts that drive sustained success.

🧠 What You'll Learn

Why simplicity is the most powerful marketing tool

How “random acts of marketing” can destroy your strategy

The importance of a lean marketing infrastructure

Why email marketing is a goldmine (if done right)

How to stand out in a saturated trades market

The value of identity shifts for business and personal transformation

Tips for leveraging AI and automation in your business

What makes a unique selling proposition truly stand out

💬 Memorable Quotes

"People don’t want marketing—they want clarity and results."

"The best businesses are boring. They just optimise and follow the blueprint."

"If you're at capacity, you market more—not less. That’s when you raise your prices and choose your clients."

"Identity drives behavior. When you become a marketer, everything changes."

🔗 Links & Mentions

LeanMarketing.com/unlocked – Free chapters + resources

The One Page Marketing Plan by Allan Dib

Lean Marketing by Allan Dib

In this episode of TradesFormation Unlocked, host Adrian Fadini reconnects with Will Demirdonder, founder of Proximity Plumbing. Will shares his inspiring journey from a one-man van to leading a 20-plumber-strong team in Sydney’s eastern suburbs. He delves into his early days juggling high-rise jobs with private work, the key role of his partner Emily in scaling the business, and the transformative impact of strategic coaching.

The conversation reveals how Will’s mindset—marked by obsessive execution, emotional intelligence, and unwavering commitment—became the bedrock of Proximity's success. From rigorous daily training with his team to dominating a local market through focused branding, Will demonstrates what it means to execute without excuses.

• The power of obsessive execution and disciplined routines
• Why being unemployable can be a superpower in business
• How Proximity Plumbing leveraged local branding to dominate a market
• The pivotal role of Emily in operations and marketing
• Why daily gratitude and goal-setting fuel success
• The value of coaching and training for business growth
• How to transition from technician to business owner
• Strategic insights on choosing the right customer segments

• "I need to dominate anything that's in front of me."
• "Your social media isn't for selling—it's for branding."
• "I want to be a specialist, not a generalist."
• "There’s no substitute for consistent training."
• "Don’t try to outsmart logical thought—hire a coach."

Business Growth, TradesBusiness, Plumbing Business, Entrepreneurship, Execution, Mindset, Coaching, Sydney Trades, Team Building, Branding, Marketing, Leadership