Jensen Jones, CEO of Home Care CEO, opens up about the surprising mindset shift that reshaped his entire business model from an “exclusive” high-revenue think tank to a values-driven, mission-aligned community. In this candid conversation, Jensen and host David Knack explore how aligning personal values with business decisions can radically improve culture, retention, and growth.
Jensen reflects on how his father's illness helped define his core values and how he now helps agencies scale without losing their humanity. He reveals the dangers of over-customizing roles, why playbooks prevent burnout, and why culture, not revenue, is the most accurate measure of success.
In this episode, you’ll discover:
1. How exclusivity undermined his mission and what he did to fix it.
2. The “playbook” system that makes tribal knowledge scalable.
3. Why caregivers should be your biggest fans (and how to make it happen).
4. How defining roles instead of people avoids disaster.
5. Why agencies growing on paper might actually be stuck.
Lesson Takeaways:
1. Define your culture first and then align everything else.
2. Exclusivity creates silos; accessibility builds connection.
3. You can’t scale around unicorns. Build roles, not people.
4. Retention isn’t just a strategy. It’s a reflection of values lived daily.
5. Revenue without culture is just noise. Growth starts from within.
Timestamps:
00:00 – Welcome to Home Care Hindsight
01:25 – Meet Jensen Jones & his core values
05:25 – The story of his father’s illness & realignment
07:22 – Why exclusivity clashed with his mission
10:40 – Scaling relationships across revenue groups
14:52 – Turning members into the face of Home Care CEO
15:15 – How peer groups amplify values and ideas
18:02 – Culture that makes you want to work there
17:30 – Caregiver-first culture in action (with a flat tire)
22:07 – Screening for values during hiring
23:26 – Why top-line revenue is overrated
26:30 – Defining scalable roles, not just people
29:46 – Don’t punish your producers—manage bandwidth
31:34 – The value of team-created playbooks
32:24 – Playbooks as culture and training tools
36:33 – Using the org chart to plan your future team
37:36 – Hiring for the agency you want, not just the one you have
38:01 – Recent wins: Member growth, new groups, and impact
39:55 – Final thoughts & how to connect with Jensen
Quotes:
1. “I don’t want to be the face of Home Care CEO. Our members are the face. Let’s amplify their voices.” — Jensen Jones
2. “Culture isn't on the wall—it’s what people repeat, live, and use to make decisions.” — Jensen Jones
3. “We’re not scaling unicorns—we’re scaling systems.” — Jensen Jones
4. “Revenue’s up, but census is flat? That’s not growth. That’s inflation.” — Jensen Jones
Resources:
1. Jensen Jones on LinkedIn: https://www.linkedin.com/in/jensenjones/
2. Home Care CEO’s website: https://www.homecareceo.com/about-us/
3. HOMECAREceo Forum Community: https://www.linkedin.com/groups/3273154/
4. Connect with David Knack on LinkedIn: https://www.linkedin.com/in/david-knack/
5. Connect with Zingage on LinkedIn: https://www.linkedin.com/company/zingage/
6. Powered by Zingage: https://zingage.com/
7. Watch Episode on Zingage’s YouTube: https://www.youtube.com/@Zingage
