Building a Business That Thrives When the Economy Doesn't
Summary
Mike Feazel built Roof Maxx during a major recession by leaning into principles that kept his business resilient. He solved essential problems rather than chasing headline-grabbing aspirations, helping homeowners extend their asphalt shingle roofs instead of replacing them. He introduced affordable alternatives to expensive solutions, created cost-effective operations, and expanded via a network of dealers rather than high-overhead branches. He targeted aging infrastructure—which people can’t ignore even in tight times—and built products that serve those needs reliably. He also prioritized green, waste-reducing solutions that saved money and resonated during economic uncertainty. These moves freed Roof Maxx to grow steadily despite headwinds.
Entrepreneur
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