The E-Myth Home Cleaning Business®
Why Most Home Cleaning Companies Don’t Work — And What To Do About It.
By Michael E. Gerber & Russell O’Connell
About the Book
A practical playbook for turning a technician-dependent cleaning service into a system-driven business with predictable money, time, and growth.
What you’ll learn
- 🔁 Mindset shift: move from doing the work to building a business that works.
- 💰 The four kinds of money: Income, Profit, Flow, and Equity.
- 🧭 Turnkey systems: define “clean,” standardize checklists, training, and QA.
- 📈 Customers & growth: choose your ideal customer, install rhythms, lead by design.
“Success is in the system. Build it once — so ordinary people can produce extraordinary results, repeatedly.”
Inside the chapters
- The Story of Steve & Peggy
- Assuming the Entrepreneur Mindset
- On the Subject of Money → The Four Kinds of Money
- On the Subject of Planning • Open Your Mind
- On the Subject of Management • Reimagining a Management System
- On the Subject of Employees • Subcontractors
- On the Subject of Estimating • Certainty is Invaluable
- On the Subject of Customers
- On the Subject of Growth • Making Growth Part of Your DNA
- On the Subject of Change • Time • Work • Taking Action
The Four Kinds of Money
Teach everyone to see how their work creates money.
- Income — what people are paid for daily work.
- Profit — what’s left after expenses.
- Flow — cash available to run operations.
- Equity — the value you can build and exit.
Most owners treat money as a mystery. This book makes it a management discipline: design operations to serve all four, involve your team, and manage by numbers — not emotion.
Meet Russell O’Connell
Co-Author • Entrepreneur • Systems Innovator
Russell O’Connell launched his first business as a teenager and went on to build one of the UK’s largest franchise groups, listed on the London Stock Exchange, exceeding £100 million in valuation and operating across nine countries.
He has led and invested in startups spanning real estate, fashion, cosmetics, and hospitality — becoming a restless innovator and a devoted advocate of systemisation: “Success is in the System™.”
His systems-first approach transformed MyHome into a case study in disruptive innovation within home services, blending processes, technology, and management for scalable growth.
Russell has shared the stage with Tom Peters, Peter Drucker, and Stephen Covey and is proud to collaborate with Michael E. Gerber, whose work inspired his journey. He splits his time between Australia, Southeast Asia, and London, advising entrepreneurs worldwide.
Get the Proven Playbook
Kindle and Hardcover available now.
- Define “clean” and deliver consistent results every time.
- Install money, people, and growth systems that scale.
- Work on your business, not in it.