Most builders don’t cap out at $2 million because they want to. They stop there because they hit a ceiling—one that has very little to do with the jobs they’re running, and everything to do with the way they see themselves.

In the latest episode of Builders, Budgets & Beers, Reece sat down with Paul Atherton, founder of Highspire Coaching & Capital, to talk about what keeps builders from scaling and what it actually takes to break through to the next level.

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Spoiler: it’s not about working harder. It’s about transforming from a craftsman into a business owner.

The $2M Trap: Where Most Builders Stall Out

The story is familiar: a skilled tradesperson leaves a bad boss, lands a few side gigs, and before they know it, they’ve got a business doing $1–2 million a year.

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And then? Nothing. The growth stops. They’re still on site every day. Still fielding every client call. Still reviewing every invoice. And they’re exhausted.

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Why? “To go from $2M to $10M, you need to stop being a builder and start being a business person,” says Paul.

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Most builders stay stuck because they never change their identity. They know how to build houses. But scaling a company? That takes a completely different skill set: financial management, marketing, leadership, systems, and delegation. And until you make that shift, you’ll stay on the hamster wheel.

The Builders Who Break Through Think Differently

The builders Paul works with (some doing $30M, $50M, even $100M a year) aren’t superhuman. But they do have a few things in common:

• They’re obsessive about growth—not just for the business, but for themselves.
• They constantly ask: What’s my return on time? What’s my return on capital?
• They let go of control where it matters, getting out of the field and building a team that can run without them.

That last one’s big. According to Paul, the most critical hire you’ll ever make is the one that gets you out of operations. That’s your inflection point, the moment your business can finally grow beyond what you can personally touch.

The Identity Shift: From Foreman to CEO

The leap isn’t just tactical, it’s psychological. You have to start seeing yourself differently. Not as the guy swinging the hammer. But as the one building a brand, designing systems, mentoring leaders, and turning your time into real enterprise value.

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It’s what Paul calls the Zone of Proximal Development—a constant stretch zone where you’re uncomfortable, learning, and growing. You don’t have to have all the answers. But you have to show up like someone who’s becoming the business owner you want to be.

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“Success is a series of small, correct decisions, made consistently.”

So Where Do You Start?

It’s not about jumping straight to $10M. Paul’s advice? Just get on base.

• Hire a project manager to get you out of the field, even if it takes time to train them.
• Build a real brand that communicates your value beyond “on-time and on-budget.”
• Track your numbers (labor, margins, draw timing) so you can make decisions, not guesses.
• Join a community where you’re not the smartest person in the room.
• And, this one’s key, set anti-goals: the non-negotiables you won’t sacrifice while building. Dinner with your kids. Date night with your partner. A life you actually want to live.

Final Takeaway: You Can Do This

There’s no magic formula, but there is a proven path. Reece and Paul have both seen it: small companies becoming serious businesses, owners finding freedom, and teams running without chaos.

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“There’s no mysterious force holding you back. It’s a foregone conclusion, you just have to follow the process.”

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You don’t have to grow a $50M company overnight. But if you’re serious about breaking through the $2M ceiling, it starts by choosing a new identity and then backing it up with action.

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