Average Operators Thrive in Growth Markets

Sean Frank believes that riding trends is the optimal strategy for business growth, particularly in emerging markets where even average operators can thrive. His experience with Facebook ads in their early days shaped this perspective, and he advocates for pivoting within trend categories to maintain relevance and growth.

• Growth in trending markets requires less skill

  • "You can be average in a growing market and grow very very fast"
  • "I was an average operator when Facebook ads were growing and that's why my business grew"
  • Only when markets mature do you "have to be a good operator"

• Trend surface area is the key to initial success

  • Creating products within trends is "the best way to grow"
  • The momentum of a growing market carries businesses forward

• Pivoting is essential for long-term success in trend-based businesses

  • Once you achieve initial success, it's about pivoting to stay relevant
  • Example: If in bone broth business, he would pivot to "protein focused bone broths or bone bars"
  • Then pivot again: "we gotta do bone supplements"
  • Constantly looking to "disrupt whatever fucking business I'm in"

• Future plans reflect this trend-based philosophy

  • Wants to exit Ridge for $100 million
  • Plans to "start a portfolio of brands and services"
  • Would "launch a bunch of weird little ecommerce brands that I think are gonna be trend relevant"
  • Would hire service providers to run these businesses

• Learned this approach from early career experience

  • Made his first million from an ad agency focused on Facebook ads when they were new
  • Recognized the opportunity in Facebook's early days (around 2012-2015)
  • "It's kinda like TikTok shop does today like nobody's an expert... it's a brand new thing"