By Joel Johnson, Founder & President, True Task Home Services
Right now, artificial intelligence is transforming the job market faster than anyone predicted. In the next few years, Goldman Sachs estimates 300 million jobs could be impacted globally by automation, affecting 25% of the global labor market. In fields from customer service to content creation, tasks that once required a skilled human are being outsourced to machines. While that wasn’t my motivation for starting True Task Home Services, it’s something I’ve come to deeply appreciate—because I get to work with my hands, serve real people, and build something lasting that isn’t easily replaced by a machine.
My love for fixing things runs deep. I grew up in a small farming town in northern Minnesota, where summer meant long days on my family’s land—riding tractors, harvesting soybeans, welding broken machinery, and learning to build and repair just about anything. I discovered early on that working with my hands brought a kind of joy and fulfillment that was hard to match. Whether restoring something broken or seeing a project through to completion, there’s something deeply satisfying in the process.
After high school, I took a bit of a winding path—bouncing around for a while before landing in the construction industry, where I specialized in framing and trim carpentry. That led to running a tile and millwork subcontracting business, followed by starting my own organic chicken farm. Eventually, I transitioned into a role as operations director for a custom home builder, and later into the software world as a project manager. While the pay was good in tech, I found myself missing the satisfaction of hands-on work—something more grounded and aligned with how I’m wired.
That’s when I started True Task Home Services—initially just as a side hustle while working full-time in tech. I didn’t know exactly how it would unfold, but I began reaching out to friends, neighbors, local contacts, and property managers, letting them know I was available for handyman and renovation work. Within a month, the requests started pouring in. I was working full days at the office, then evenings and weekends on service calls—often into the early morning hours. It was exhausting, but I was energized. I realized quickly that there was real demand, and even more importantly, that I had something valuable to offer.
With years of experience in construction and the trades, I knew exactly what pain points I wanted to solve for clients. Poor communication, missed deadlines, lack of professionalism—I’d seen it all. I set out to offer something different: clear communication, prompt service, and quality workmanship the first time around. Within three months, I faced a decision—stay in the safety of a salaried job or take the leap into full-time entrepreneurship. It was a leap of faith, but also a return to what I knew brought the greatest fulfillment: being my own boss, doing meaningful work with my hands, and serving people in my community.
Unfortunately, the trades are still often looked down upon in our culture. I’ve heard the stories—parents pointing to a plumber and telling their kids, “Go to college so you don’t end up like that guy!” But the irony is, that same plumber is probably earning more than many white-collar professionals—without the burden of student debt. Skilled trades actually meet real, tangible needs and offer work that’s both meaningful and rewarding. It’s not “less than”—it’s essential.
At True Task Home Services, we’re not just fixing houses—we’re helping restore the value and dignity of the trades. We believe skilled labor is essential, honorable, and deeply rewarding. That’s why we’re committed to serving our community with excellence, solving real problems, and restoring pride in the trades—one project at a time.
