Interview: Codie Sanchez - Running "Unsexy Businesses"

Most marketers chase shiny ideas. Codie Sanchez does the opposite. She buys small, unsexy businesses like laundromats and vending machine routes—and turns them into cash machines.

Marketing analysis

Codie’s magic is in positioning. She reframes “boring” work as “profitable and overlooked.” It’s a storytelling play that makes ordinary businesses sound contrarian and cool. By owning that niche, she becomes the go-to expert in buying small, cash-flowing operations.

Why it works

• Niche clarity: She built authority in a specific, memorable idea.
• Contrarian framing: Saying the opposite of what others think grabs attention.
• Simplicity sells: Her examples are easy to imagine and trust.
• Consistent storytelling: Every post, video, or podcast drives that same message.

Examples

• Warren Buffett: invests in boring but stable businesses like railroads.
• Dollar Shave Club: turned a dull product into a viral story.
• MrBeast Burgers: simple food, big personal brand spin.
• Morning Brew: made business news fun, fast, and readable.