Craig Ceccarelli: Scaling with Integrity in a Cutthroat Industry | Ep 72

Is cutting corners the only way to get ahead in business? Plenty of people think so—chasing quick wins and flashy success while leaving their values behind. But some entrepreneurs choose a different path. They stay grounded, play the long game, and still come out on top.

In this episode of Scaling the Gap, host Madeleine MacRae welcomes Craig Ceccarelli, founder of HomeSpec BasementFix, a long-standing basement waterproofing and foundation repair business that thrived in a notoriously shady market—all while staying rooted in integrity.

Craig shares the origin story of his business: starting out in a mobile home with a borrowed address, juggling home inspections to fund his dream, and ultimately transitioning into a full-time founder. From wrestling with whether honesty and business success can truly coexist to mentoring others in the trades, Craig’s journey reveals a deeply human, grounded, and refreshingly unglamorous side of entrepreneurship.

This candid conversation explores how separating your identity from your business can create the space to live freely, how to know when it’s time to systematize and scale, and why doing “boring” business well might just be the ultimate path to freedom.

Key Takeaways

• Honesty can scale—if you’re willing to play the long game.
• Don’t let your business define you; build it so you can walk away.
• Success often comes from “boring” businesses done exceptionally well.
• Mentorship, even from unlikely places, can change your entire trajectory.
• Freedom—not flash—is the real reward of entrepreneurship.

In This Episode

• [00:00] Introduction to Craig
• [02:28] Industry ethics and dishonest practices
• [09:25] Unexpected joys and sorrows of business ownership
• [12:14] Balancing work and family life
• [16:25] Power, leadership, and mentorship in business
• [21:43] Paying it forward: mentoring others
• [23:20] Defining and measuring success
• [30:00] Advice for aspiring entrepreneurs
• [32:03] Closing thoughts and takeaways

Our Guest

Craig Ceccarelli is the founder and CEO of HomeSpec BasementFix, a leading Michigan-based basement waterproofing and foundation repair company. With over 25 years of experience, Craig built his business on integrity, system-driven growth, and a commitment to doing things right. He’s passionate about mentoring others and proving that honesty and long-term success can go hand in hand.

Resources and Links

Craig Ceccarelli

• Website - https://www.basementfix.com/
• LinkedIn - https://www.linkedin.com/in/craig-ceccarelli

Madeleine MacRae

• Website - https://mmmacrae.com/making-changes-training-motivating/
• LinkedIn - https://www.linkedin.com/in/macraemadeleine
• Instagram - https://www.instagram.com/madeleine.macrae/

Mentioned

• The E-Myth - https://www.amazon.com/Myth-Revisited-Small-Businesses-About/dp/0887307280
• The Millionaire Next Door (CD) -