Chapter Two - Pick Your Poison: The Industry Doesn’t Matter

CHAPTER TWO

Pick Your Poison: The Industry Doesn’t Matter

IF I WERE evil, I’d laugh at the idea of a “niche.”

Because if you do it right, the product doesn’t matter.
What matters is that it feels important. That it sounds essential. That it sells itself—or at least sounds like it does.

If I were evil, I’d look for a product that hits one of three sweet spots:

• Fear-Based (you’re gonna get cancer, bugs, mold, or a fine if you don’t buy)
• Home-Based (something the average homeowner doesn’t understand but feels guilty ignoring)
• Price-Vague (no one knows what it should cost, so I can say anything)

Let’s look at the board.

Pest Control

Bugs are scary. And nobody wants to admit they have them.
Tell a homeowner you’re doing “everything” for “over half off” because you’re “taking care of the Johnsons next door.”
Boom. That’s credibility. That’s urgency. That’s fake scarcity.
All built off a product they can’t see, don’t understand, and don’t want to touch.

Solar

The margins? Huge. The government subsidies? Confusing.
Perfect storm. I could train a guy for a week and have him dropping words like “net metering” and “tiered rate systems” like he’s a physicist.
In reality, he failed Chemistry twice and still owes his mom $300 for weed.

But it doesn’t matter.
Solar’s not about science—it’s about sounding smart.

Roofing / Storm Damage

Nobody knows what’s going on up there.
If I were evil, I’d find a way to talk about “hail impact” like it’s an invisible assassin.
And if you’ve ever tried to get a homeowner to climb a ladder—you know damn well they’ll just believe whatever you tell them.
Even if their roof’s fine, the threat of damage is enough to get them to sign something they didn’t read.

Alarms. Water Filters. Internet. Home Security.

Throw a dart.
If I were evil, I’d know that the product is just the excuse.
The vehicle doesn’t matter when the goal is control.

So no, I wouldn’t build a company around a product.
I’d build it around a system. One that prints belief and sells the illusion of progress.