A motocross kid with a box blade turns into an excavation owner with a clear head for profit and a deep respect for family time. That’s the arc Cole Morse walks us through, from watching his father rebuild an HVAC business after crisis to selling his first driveway grade and learning, job by job, what makes work sustainable. We dig into the real numbers behind “grossing $450k with a basic setup,” why renting bigger iron can out-earn owning smaller gear, and how a single miscalculated basement dig became a masterclass in swell, walkouts, and estimating discipline.
We talk sales without the slime: sell yourself, not just equipment. Cole breaks down how he built trust by explaining process, finding common ground, and fixing mistakes before they festered. He shares how motocross connections opened a Cat rental account when credit history couldn’t, and why relationships and reputation compound faster than ad spend. The YouTube conversation goes beyond clicks—documenting mistakes, sharing bids, and showing the math turns hate into reach and reach into real opportunity for people trying to start their own blue-collar companies.
Most of all, we explore what it means to build a business that serves your life. Cole sets boundaries, keeps Sundays for rest, and steps away when his family needs him. Profit over pride, presence over payroll bloat, and momentum without losing your soul. If you’re stuck on the fence—burned out on the crew but unsure how to start—this is your blueprint: ask for help, rent before you buy, learn publicly, and keep your word.
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More About this Episode
The Blueprint Behind Real Blue Collar Business Growth: Lessons from Dirt Work, Determination, and a Willingness to Learn
Blue collar business growth rarely comes from perfect circumstances or polished pathways. Most successful owners in the trades begin with little more than raw willingness, a handful of tools, and the grit to push forward even when the direction seems uncertain. The journey of those who build excavation and dirt work companies from scratch often reveals the real formula for progress. It is never about fancy equipment, deep pockets, or generational handoffs. Instead, the foundation is formed by discipline, resourcefulness, and a refusal to quit when the learning curve feels steep.
The industry is full of stories involving operators who clawed their way forward with rented machines, kept their heads above water through tough seasons, and refined their craft job after job. Few journeys embody this better than that of Cole Morse, the owner behind MM Earthworks and the creator of the MORE DIRT YouTube channel. His story reflects the realities of starting a dirt work business from nothing more than a dump trailer, a tractor loaned by family, and the belief that every small step taken with integrity leads to another Open door.
This perspective offers a clear example of what blue collar business growth looks like when built on humility, responsibility, and steady action rather than shortcuts or ego.
Skills Begin With Interest, Not Instruction
Many in the excavation field stepped into their first machine because a foreman handed them the keys. Others grew up around jobsites or were mentored by family tradesmen. For some, the first spark comes from unlikely places. Morse found his interest in equipment long before he set foot on a jobsite. As a child, motocross captivated him, not just for the riding but for the machinery that shaped the track. Long before he operated heavy equipment for pay, he spent years maintaining his own dirt bike track and learning how soil behaves when graded, shaped, packed, or moved.
That early hands-on experience created an eye for grade, flow, drainage, and height consistency. While his peers focused on riding, he studied the track itself. These quiet years of trial and error formed the real foundation of his excavation skills. This highlights a truth seen across the trades. Blue collar entrepreneurship often begins when a hobby or curiosity evolves into a marketable skill long before the business ever takes shape.
When Circumstances Shift, New Paths Appear
Life rarely follows one straight line. Morse expected to pursue professional motocross. Those plans shifted when the 2008 housing crisis pushed his family business into survival mode. His father, an HVAC owner, needed help, and work became a necessity rather than a choice. Early exposure to service calls, soldering compressors, and troubleshooting equipment created a valuable understanding of how small business operations function under pressure. He learned about customer communication, reputation, consequences of mistakes, and the weight of responsibility.
Blue collar business growth is often shaped by these seasons of adversity. They refine perspective and generate resilience. The years he spent in HVAC did not predict a future in excavation, yet they provided a practical education that would later become essential. Many owners in the trades share this pattern. Their strongest tools are the lessons collected from difficulties that forced them to grow sooner than expected.
The First Jobs Reveal More Than Skill
Starting an excavation business with almost no equipment often pushes entrepreneurs into creative territory. During the pandemic, Morse purchased a dump trailer intending to launch a stump grinding service. The backlog on stump grinders changed those plans, so he began hauling gravel instead. That pivot opened the first real revenue stream. Small six ton deliveries, driveway touch ups, and simple grading jobs filled evenings and weekends.
These early opportunities produced more than income. They built confidence. They offered proof that customers are willing to pay for quality even when the business is young. For many blue collar startups, these jobs become the first turning point. The work may be small but the impact is enormous. It confirms that starting a blue collar business does not require perfection. It requires the courage to take small jobs seriously, deliver them well, and let word of mouth expand the workload.
Integrity Accelerates Growth More Than Equipment Ever Will
The dirt work business thrives on reputation. Word spreads quickly in every town and rural county. A single unresolved mistake can damage a company, but a mistake handled with integrity can create more opportunities than a flawless job done quietly. Morse built his reputation by fixing errors at his own expense, taking responsibility without excuses, and ensuring customers felt valued. This mindset separates long term excavation businesses from those that burn out early.
Blue collar business growth is driven by trust. Customers choose contractors who communicate clearly, admit what they do not know, and return to correct issues. The trades reward those who show up on time, honor their word, and remain transparent. Whether a contractor is shaping a motocross track, installing downspout drainage, or completing residential grading, integrity remains the strongest sales tool available.
Learning in Real Time Is a Superpower When Handled Correctly
Starting an excavation company without decades of experience requires humility and eagerness to learn. Morse opened his business knowing he would face jobs he had never done before. The learning process involved online research, calls to more experienced operators, and countless hours watching tutorials. Many modern operators take the same approach. YouTube, forums, and community groups have become digital apprenticeships for those determined to push forward.
The key is approaching unfamiliar tasks with honesty. Customers appreciate straightforward communication more than false confidence. Real blue collar entrepreneurship thrives when operators say, I can do this, and here is how I will make sure it is done correctly. Learning does not end after the first year. Mistakes on projects like basement excavations, grading transitions, and drainage systems provide valuable experience that shapes future estimates and production planning. Growth happens when each lesson is logged, applied, and shared.
Strong Family Support Strengthens the Foundation
Behind nearly every successful blue collar business is a family that carries part of the load. Morse and his wife navigated the challenges of raising twins, managing long work hours, and building a company simultaneously. Many trade owners understand the strain that comes from balancing work, marriage, and parenthood. The demands of excavation do not clock out at five. Machines break, weather delays schedules, customers call late at night, and invoices pile up during the busiest seasons.
Family support does not eliminate these pressures, but it makes the growth sustainable. It keeps owners grounded, allows them to reset when burnout creeps in, and provides motivation during long stretches of hard work. Blue collar business growth becomes more meaningful when it strengthens the household rather than competing with it.
Growing at the Right Pace Matters More Than Growing Fast
The excavation industry often glorifies fleets, crews, and large scale expansion. However, many seasoned owners emphasize profit over volume. More equipment does not guarantee more stability. Morse made the conscious decision to grow slowly, operate efficiently, and avoid unnecessary debt by renting machines until skill, workload, and financial readiness aligned. This measured path protects both the business and the owner from burnout.
Blue collar entrepreneurs benefit from evaluating growth decisions carefully. There is no requirement to scale to multiple crews. There is value in being selective, maintaining quality, and maximizing profit margins before adding payroll or equipment loans. Growth is only beneficial when it supports the long term health of the business and the family behind it.
Faith, Perspective, and Purpose Drive Long Term Success
Many blue collar owners attribute stability and direction to faith. Morse expressed his belief that opportunities, connections, and redirections occur in a purposeful sequence. That perspective offers peace during unpredictable seasons. Excavation work brings variables that cannot be controlled, including weather, soil conditions, equipment reliability, and economic cycles. A sense of higher purpose helps owners focus on service, gratitude, and long term vision instead of reacting to temporary challenges.
Purpose driven businesses contribute more to their communities. They mentor new operators, support other trades, and share their experiences openly. This creates a ripple effect that strengthens the local blue collar workforce and encourages the next generation to step forward.
Why Blue Collar Business Growth Is More Accessible Than Ever
The path to starting a dirt work or excavation business has changed. Social media has become a powerful platform for education, connection, and inspiration. Morse’s MORE DIRT YouTube channel reached thousands of new operators who needed guidance, realistic expectations, and encouragement. Access to this type of storytelling makes entrepreneurship feel relatable and achievable.
What once seemed possible only for those with money or connections is now within reach for anyone willing to learn, take small steps, and work with integrity. Blue collar business growth is no longer hidden behind gatekeepers. It is taught openly by operators who choose to share their real experiences.
The Real Takeaway for Anyone Feeling Stuck
The trades are filled with talented individuals who feel trapped in the same job year after year. Many believe ownership is out of reach. Morse’s story proves otherwise. The separator is not talent or luck. It is the willingness to try, to start small, to keep learning, and to bet on effort over fear.
A career in excavation, grading, or dirt work can begin with one rented machine, one driveway repair, or one load of gravel. Growth comes from consistent action, honest communication, and disciplined decision making. Every successful blue collar entrepreneur started with uncertainty. The difference lies in taking that first step.
For anyone stuck in the mud mentally or physically, progress begins with a simple decision to move forward. The tools, training, and guidance are available. The opportunity is real. The path has already been proven by those who built their businesses with nothing more than grit, patience, and a drive to do better each day.
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