From Boots on the Ground to Business Success: Lessons in Ownership with Robert Dicks of Unicorn Moving

The Power of Buying Versus Starting From Scratch

For many aspiring entrepreneurs, the lure of building a startup from the ground up is strong—yet few realize the unique benefits that come with buying an existing business and scaling it to new heights. On this episode of The Ownership Advantage, host Tanner sits down with Robert Dicks, owner of Unicorn Moving in Austin, Texas, to explore just how transformative this path can be.

Robert, a former U.S. Air Force officer and aviator, brought his leadership skills into the business world first through a tech startup and then as a business broker. He quickly discovered that buying a business provided a practical, lower-risk, and often more rewarding journey compared to slogging through the startup trenches. “There’s no better learning than by doing, right?” Robert explains. “If you can walk into a successful business, then you walk into cash flow.”

He observed that business buyers with specific “superpowers”—like marketing expertise—could identify stagnant companies, inject their skills, and realize substantial growth. “Taking something from 1 to 10,” he notes, is much more his style than “going from zero to one.”

Transitioning Into Ownership: The Human Element

When Robert bought Unicorn Moving, he was initially apprehensive about stepping into a well-established team and culture—especially given the often quiet fears employees have when ownership changes hands. Drawing on both his business brokerage experience and his military command of type-A teams, Robert prioritized psychological safety.

His advice is simple yet powerful: “Keep a super stable ship.” The first mission was to assure the team of their security through retention bonuses, symbolic raises, and one-on-one conversations. Having witnessed the disastrous results of new owners making sweeping changes too quickly, Robert deliberately resisted the urge to implement big operational changes in the early months. “You don’t know enough about the business in the first year to change anything,” he emphasizes.

This approach bred trust and loyalty, helping maintain the high standards and low employee turnover that set Unicorn Moving apart in a transient industry.

Dirty Boots Businesses: Opportunity in Overlooked Sectors

While tech companies often dominate entrepreneurial conversations, Robert highlights the robust, Amazon-resistant appeal of “dirty boots” businesses—skilled trades like moving, plumbing, and HVAC that will always be in demand. As baby boomer owners retire, an unprecedented wave of business transitions is opening doors for the next generation willing to modernize operations.

Robert's accidental discovery of Unicorn Moving—thanks to a stellar customer experience while moving his own family—reinforces the power of service and reputation in these sectors. His advice? Look for businesses with great people and a durable need, then upgrade their marketing and technology for immediate impact.

Embracing Technology and AI in Traditional Spaces

Unicorn Moving’s secret sauce isn’t just its team—it’s also its willingness to embrace change. Robert sees AI and automation as underutilized levers in home services. Most established competitors are slow to adopt new technology, giving an edge to those willing to innovate.

From AI-assisted bookkeeping and customer service to data-driven financial analysis, Robert points out that “it’s never been easier to create efficiencies.” This future-focused mindset enables legacy businesses to stand out, optimize operations, and attract the modern customer.

Leadership, Culture, and Building Something That Lasts

For Robert, success boils down to people and culture. He holds fast to advice that’s simple, but not easy: “Focus on the people.” High-performing but culturally toxic employees—even those who look good on a spreadsheet—have no place in a values-driven company.

Hiring for heart, nurturing loyalty, and building guardrails with a balanced leadership team are his cornerstones. In an industry where most workers bounce between jobs, Unicorn Moving boasts team members with ten- or even fifteen-year tenures—a testament to the daily respect and recognition they receive.

Closing Thoughts: Advice for Business Owners

Buy, don’t always build. Lean on humility, patience, and a commitment to your team. Leverage technology but never forget the irreplaceable value of human trust and service. And, as Robert puts it best, “build your trusted inner team to check your genius and make sure you’re building for the company’s benefit, not just feeding your own ego.”

For anyone eyeing ownership in a changing business landscape, Robert Dicks’ journey is a reminder that blending old-fashioned integrity with new-age tools—and a relentless respect for people—really does build the ownership advantage.

Connect with Robert

Check out the full episode on YouTube HERE

Listen to the full episode on Apple Podcasts HERE