Not every business success story starts with throwing fish, but this one sure does. In this episode, we dive into how the legendary FISH! philosophy transformed not just a seafood stand, but an entire construction company’s work culture.
Peter Lisoskie shares how he built a 77-person team in just a few years by focusing on attitude, presence, and fun—and how that approach boosted profits and loyalty across the board. One of the most powerful stories you’ll hear involves an employee who quietly modeled this culture in the most unexpected way. If you’re tired of high turnover and lukewarm customer reviews, this episode will give you a practical, people-first path forward.
What You’ll Learn…
- Why work culture should matter just as much as your bottom line
- How a fish market inspired a 7-figure service business transformation
- What the four tenets of the FISH! philosophy can do for your team
- How to turn a new hire into a loyal, engaged team member in 30 days
- The one thing that helped Peter retain over 75% of his workforce
- How work culture leads to stronger customer relationships and higher referrals
- Why improving work culture can reduce marketing costs and increase profits
Key Moments…
[01:10] The FISH! Market and How It Sparked a Business Turnaround
[05:45] What the Four Tenets of the FISH! Philosophy Mean for Your Team
[10:00] From 2 to 77 Employees: How Work Culture Fueled Growth
[15:30] Letting the Team Decide Who Stays Builds Ownership
[22:00] What Happens When Employees Live the Culture Without Being Told
[27:15] Turning Customers into Ambassadors Through Everyday Interactions
[33:40] Why Work Culture is Your Most Overlooked Profit Leak
The FISH! Market and How It Sparked a Business Turnaround
Peter’s journey started when he learned about the Pike Place Fish Market in Seattle. At first glance, it was just a bunch of guys tossing fish. But beneath that mundane looking exterior was a fun powerful work culture that saved a failing business. Inspired by this, Peter brought the same philosophy into his construction company, proving that even tradespeople can build joy, energy, and loyalty into their work culture.
What are the Four Tenets of the FISH!? Philosophy Means for Your Team
The tenets—choose your attitude, be present, make their day, and play—aren’t just catchy slogans. They became the glue that held Peter’s growing team together. Whether it was handling a tough customer or training a new hire, these principles gave every employee a clear roadmap for showing up with purpose. That kind of shared understanding is what fuels a healthy work culture.
From 2 to 77 Employees: How Work Culture Fueled Growth
When Peter started, he had two employees and one desk in his home office. In less than five years, he was leading a 77-person team. He didn’t get there through aggressive marketing—he got there by investing in work culture. Happy employees stick around, and when they do, your business has the stability to grow.
Letting the Team Decide Who Stays Builds Ownership
Peter eventually let his seasoned employees vote on whether a new hire should stay after 30 days. It wasn’t a gimmick—it was a strategic move that reinforced accountability and trust. When your team is trusted to uphold the work culture, they will. And that leads to better hires, better morale, and fewer headaches for you.
What Happens When Employees Live the Culture Without Being Told
One of the most powerful examples came when a craftsman named Oleg volunteered to stay with a client’s husband in the ICU during a remodel—unprompted and unpaid. That’s not something you can train into people. That’s the kind of loyalty and compassion that grows from a deeply rooted work culture.
Turning Customers into Ambassadors Through Everyday Interactions
Peter’s employees didn’t just complete jobs—they connected with people. One customer called just to say how kind and joyful their technician had been. Those small moments turned new customers into loyal advocates. With a strong work culture, your customers become your sales team.
Why Work Culture is Your Most Overlooked Profit Leak
Most businesses obsess over lead generation and ignore the people already on their payroll. But poor work culture causes turnover, drains morale, and pushes away repeat business. If you want to plug the profit leaks, look inside first. A healthy work culture could be your highest ROI investment.
About Peter
Peter Lisoskie is a founder, inventor, and neuroscience-based strategist helping leaders humanize technology in an AI-driven world. With 18 patents and a career spanning startups to Fortune 500 giants like Nike and HP, Peter merges technical innovation with trust-building and cultural insight. His journey started building homes with his father – where discipline and neurochemistry of focus were forged early. That hands-on grit evolved into engineering breakthroughs, including a heat pump acquired by Tane and overmold technology now used in everyday products. Inspired by the FISH! Philosophy at Pike Place Market, Peter infused its four principles- Choose Your Attitude, Be There, Make Their Day, and Play- into his team culture. The result: nearly 300 customer superfans became a referral engine driving revenue from $1.2 M to $6M.
Connect with Peter
FISH! by Stephen C. Lundin, Harry Paul, and John Christensen https://www.contractornation.com/
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