How Two Contractors Turned a Crazy Idea Into Big-Box Success

Rudy Mawer (0:00)

You guys are obviously doing a lot of great things, you're innovating, you've got this new, exciting product coming out.

Mike Patrick (0:06)

When we started doing it, no one really heard of that idea and thought it was kind of crazy. But we kept pushing it, kept doing it, showing the results, people started seeing the benefits of it, and it's just kind of exploded since then. Keith Duke and Mike Patrick are lifelong entrepreneurs, business partners, and the co-owners of Vital Coat Sealers and Coatings. Drawing from decades of hard work, resilience, and shared values, they have built a business rooted in lasting relationships, determination, and a commitment to excellence.

Rudy Mawer (0:35)

How's the leadership dynamics with two of you?

Keith Duke (0:38)

Well, people say that the only ship that doesn't sail is a partnership, right? But I think when you have a good buddy, you've been doing it with forever, and you have an understanding, so I'll have a rough day and not get any sleep one day. He's able to kind of pick up the slack.

Rudy Mawer (0:53)

Someone's starting out, what tips would you give them?

Keith Duke (0:56)

You know, the crazy thing is, we probably didn't mention this.

Rudy Mawer (0:59)

My name is Rudy Mawer, host of Living The Red Life podcast, and I'm here to change the way you see your life in your earpiece every single week. If you're ready to start living the red life, ditch the blue pill, take the red pill, join me in Wonderland and change your life. What's up, guys? Welcome back to another episode of Living The Red Life. Joining me today is Mike and Keith. We're going to chat about how they've taken their product nationwide. They're in big box stores, Home Depot, brands that you probably shop at, and they're always innovating. And I love this story, how they've constantly innovated. They've got this new product that is probably in a district, the industry. So yeah, and we're going to talk a lot about the entrepreneur journey too. Guys, welcome to the show.

Mike Patrick (1:39)

All right. Thank you. Thank you.

Rudy Mawer (1:40)

Appreciate it. So let's talk about it. You know, you guys are obviously doing a lot of great things. You're innovating. You've got this new exciting product coming out. Do you want to just tell everyone a bit about how you got here and what you're up to?

Keith Duke (1:54)

Sure. So we obviously we started, like we said, with a different technology. And I wouldn't say that it failed, but it kind of led us to where we're at now. Yeah.

You know, there was a ton of hurdles to to jump and, you know, everything works out for a reason, right? So we stumbled across a different type of coating. Yeah. And we eventually started putting it on shingles.

Rudy Mawer (2:25)

Well, let's just go big picture if someone's listening, because, you know, you're not the typical, maybe supplement business that we might interview, right? So do you want to explain big picture, what your company does and the products do?

Mike Patrick (2:38)

Well, the big picture is, is that once we organized to do this, we started making a coatings in general for concrete, for most anything that you will have at your home, for home maintenance products.

The idea was to produce a product that was environmentally friendly, easy to use, but performed at the highest level possible for the least amount of money without having to hire a professional. The typical DIYer, which is what I've always been my entire life. So that falls right into our niche right there. So we created a very unique product that we feel performs close to the solvent epoxies without going into the solvent issues that you bring along with that. And so the homeowner, especially people in areas that are at the deal with the air quality standards, this is a perfect solution.

Rudy Mawer (3:39)

And so you took that product. Obviously, you know, the latest one is, you know, really something you're kind of gung-ho on and you think it's going to change the industry?

Mike Patrick (3:48)

Yeah, well, it actually is. We actually started it on it in 2010 Yes, it was a process to get to there. We noticed that we could use this to preserve shingles. Yeah.

And started it and got it in on to market in 2013 And it's massive industry, right?

Keith Duke (4:07)

Yeah, it's about 6 billion a year.

Rudy Mawer (4:09)

It's new tech.

Mike Patrick (4:11)

Well, it's catching on. A lot of people are joining in on this. And it's good for everybody, actually.