In an industry where labor challenges are constant and client expectations keep climbing, the companies that win are the ones that get team building right. Tom Rosensteel, General Manager of Twin City Outdoor Services (TCOS), has spent his career learning that lesson firsthand.
Hiring Specialists, Not Generalists
Rosensteel's approach to team leadership at TCOS starts with a specific philosophy: hire subject matter experts and give them room to execute.
"I surround myself with people who are the best at what they do -- in snow, in surface work, in landscaping," Rosensteel explains. "My job is not to be the expert in every trade. My job is to build the team, set the standard, and hold everyone accountable to it."
That model -- assembling specialists under a strong operational framework -- allows TCOS to deliver across four distinct business segments (Snow, Surface, Landscaping, and Trucking) while maintaining consistent quality.
Culture as a Competitive Advantage
For Rosensteel, culture is not a buzzword. It is a measurable differentiator.
As Coach Lombardi once said: "Winning is a habit -- unfortunately, so is losing." The culture you build determines which one your team defaults to. If the expectation is excellence, people rise to it. If it is mediocre-to-average, that is what you get.
At TCOS, that culture translates into specific behaviors: proactive communication with clients, data-driven planning, accountability at every level, and a commitment to long-term partnerships over short-term transactions.
Retention on Both Sides
Rosensteel's leadership philosophy ties directly to two metrics he watches very closely: client retention and team retention.
"At the end of the day, people stay -- clients and employees -- when they feel like they are part of something that is going somewhere," he says. "If your team believes in what you are building, they will deliver at a higher level. If your clients trust your process, they will stay."
TCOS serves commercial properties across the Twin Cities Metro, working with property managers, facilities directors, and commercial real estate professionals. The company's involvement with organizations like SIMA (Snow & Ice Management Association), BOMA International, and IFMA reflects its investment in professional development and industry standards.
The Leadership Takeaway
For business owners and managers in any service business -- Rosensteel's approach comes down to a few core principles:
1. Hire for expertise. Build a team of specialists who know their craft deeply. 2. Set the standard. Define what operational excellence looks like, then hold to it. 3. Stay data-driven. Use technology and metrics to make decisions, not assumptions. 4. Invest in people. Retention -- of clients and employees -- is the ultimate scoreboard.
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About the Author
Tom Rosensteel is the General Manager of Twin City Outdoor Services (TCOS), a market-leading commercial outdoor services company headquartered in Plymouth, MN. With over 30 years of experience in business development and management, Rosensteel leads TCOS's Snow, Surface, Landscaping, and Trucking operations across the Twin Cities Metro.
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*This article is part of a professional profile series highlighting leaders in commercial property services and outdoor maintenance.*