Homeowners say they want comfort, quality, and efficiency — but most can’t tell the difference between a true high-performance contractor and a box swapper. This “They Just Don’t Know” Gap represents a huge opportunity for quality companies to stand apart — to make their craftsmanship visible, justify higher prices, and attract customers who truly value quality. In this session, Peter will share research and real-world strategies for attracting homeowners who do care — so you can turn your technical excellence into a clear, compelling story that builds lasting trust and helps you grow your business.