Jimmie Deal, owner of Universal Vacuum Services, is used to doing things that seem to fly in the face of conventional wisdom. For example:
• He’s doggedly loyal to Yellow Pages directory advertising at a time when the Internet is seen as the hottest marketing tool.
• He’s a firm believer in keeping a two-person team on every truck.
• He chooses to specialize in septic and grease trap pumping instead of diversifying into other services.
• In a market crowded with competitors, he prefers cooperation over conflict.
Deal, 41, has gotten along just fine doing things his way. He’s built Universal into a successful
