**Jonathon Broce** is a fourth-generation roofer, fractional CEO, and founder of Day 41 Thrive Consulting, where he helps roofing contractors build systems that scale. Growing up baling hay, raising sheep, and working rooftops in West Virginia, Jon learned early that the best solutions are the simplest ones. That farm-kid philosophy, "sheep don't eat complicated grass," became the foundation for everything he builds. Jon scaled MHI Roofing from $3M to $17M before serving as a regional COO for a national platform. Today he coaches contractors across the country through proprietary frameworks designed to be taught, repeated, and remembered. His published works include **The Sales Theater Playbook**, a 117-page system built around a 4-Act sales framework, open-ended questions, and the psychology of the home sale. **The DOME Effect** teaches neighborhood saturation through five repeatable phases: Plow, Plant, Water, Cultivate, Harvest. **The 7 Reasons of Why** equips sales professionals to connect with homeowners through purpose-driven conversation instead of pressure. And **RoofOps41**, his flagship SOP manual, gives contractors a complete operational blueprint across five pillars: Capture, Convert, Create, Control, and Culture. Jon is a father of five, grandfather of five, and lives by three words: Be True. Be Kind. Be Helpful.