Codie SanchezFounder @ Contrarian Thinking

The best strategies to grow your business can be some of the most unconventional.

8 Dec 2025 · 1 min

Watch on YouTube

1:11

Codie Sanchez argues that you don't need a brand-new idea to grow a business; instead, take a stale/traditional industry and apply novel marketing and positioning. She illustrates with two brief case studies: Juiced Fuel (mobile gas delivery) which grew from $77k to $1M in three years by turning negative online feedback into content and engagement, and a tree-trimming company that built a brand promise around punctuality and tripled revenue from year one to year two. The piece emphasizes listening to competitor weaknesses, doing something unexpected, and using novelty in old markets as low-risk leverage.

Questions this video answers

26 businesses.

From $77,000 to $1,000,000 in 3 years.

Their business tripled from year one to year two.

Chapters

Most people think you need a brand new idea to break through and make a lot of money. What if I was to tell you it's something completely different and I should know because I own 26 businesses like this. You take an old industry and you just add new marketing. Let's take Juiced Fuel, mobile gas delivery company. They went from 77k in revenue to 1 million in 3 years. Not by doing traditional things, but by flipping marketing on its head. When competitors got scared by negative comments online, Juiced Fuel engaged with them directly. They they turned criticism into content and controversy into reach. That made them human and it made them memorable and it made their business explode. Then there's this tree trimming company that did something brilliant. Instead of chasing trends, they studied their competitors reviews. They found one recurring complaint. They never show up on time. So they built an entire brand promise around one. We come and we fix your job on time. That simple shift tripled their business from year one to year two. No viral campaign, no fancy tech. Just smart positioning built on listening. We've helped thousands of owners scale with this place. You don't have to be louder, you just have to be different. Find what everyone else in your industry ignores. Do something unexpected in a space that's gone stale. Because novelty in an old market isn't risky, it's leverage.