Bill Jordan is too nice a guy to be in the pool business, a rare dolphin in a sea of sharks. Swimming pools, as their owners well know, are subject to a host of problems, and to deal with them requires an incongruent knowledge of chemistry, construction, engineering and mechanics. Without a complete grasp of the organism at hand, pool people can easily come up with a $500 solution to a $5 problem: Replace the whole thing. Jordan learned the business from the ground up, working for several pool companies before striking out on his own. He has been trained by equipment manufacturers to recognize the quirks of each company's pumps, robots, chlorinators or whatever's ailing. He'll also consult with prospective pool owners before they build, because a simple design adjustment up front often can save big bucks down the road. In a business with a low barrier to entry, Jordan has high standards; he's the kind of ethical operator as central to peace of mind as a good auto mechanic, or dentist, or plumber.