The Quiet Power of Boring Businesses
When most people hear the word thriving, they picture flashy cars, viral social media content, or venture-backed tech startups burning cash on “scale.” But thriving doesn’t always shout—it often hums.
At Boring & Co., we’ve bet our future on a simple truth: boring businesses thrive when others falter. Especially the kind that are cash-flow positive, recession-resistant, and built to last.
Let’s dig into why these so-called “boring” businesses—like self-storage, laundromats, and car washes—quietly outperform their more glamorous peers.
1. Boring Means Predictable—and Predictable is Profitable
Unlike the latest crypto token or AI startup, boring businesses don’t rely on hype cycles. They provide essential, everyday services: storage for your overflow, machines to clean your clothes, a place to get your car cleaned before Sunday lunch with grandma.
This predictability creates a solid financial foundation. For example, self-storage tends to have low default rates, steady demand, and scalable operations. People move, downsize, divorce, and declutter in all market conditions. That means the demand stays steady even when the headlines scream recession.
2. Less Competition, More Opportunity
Let’s be honest—“boring” businesses aren’t what people brag about on LinkedIn. And that’s good news for those of us paying attention. While others chase the next shiny object, we’re building cash-flowing assets in sectors most investors overlook.
Think about it: if you were to walk into a room of 100 aspiring entrepreneurs and ask how many want to buy a portfolio of Class B self-storage properties in tertiary markets, you might get one raised hand—ours.
But in that overlooked space lies opportunity. Less competition means more favorable terms, better cap rates, and more negotiating power. Boring isn’t just better. It’s strategic.
3. Operational Simplicity That Scales
Unlike hospitality or retail, where customer experience hinges on constant staff training and front-line service, many boring businesses operate with minimal human capital.
A well-run storage facility, for instance, might have one part-time employee—or none at all, thanks to automation. The same goes for touchless car washes and coin-op laundromats. You don't need a team of Ivy League MBAs to run these operations—you need discipline, data, and a service mindset.
And when it comes time to scale? You’re replicating a proven system, not reinventing the wheel. That’s how thriving turns into multiplying.
4. Recession-Resistance is a Feature, Not a Fluke
When the economy tightens, discretionary spending dries up—but boring businesses often see increased demand. During COVID-19 and its aftermath, storage use went up. People needed space to store office furniture, inventory, or personal belongings while relocating or downsizing.
The same applies to laundromats (people still need clean clothes), affordable housing, and discount retail. These businesses aren’t just resilient—they're countercyclical lifelines.
So while others are bracing for the storm, we’re building boats that float better when the tide gets choppy.
5. Exit Multiples May Not Be Sexy, But the Returns Are
We often hear newer investors obsessed with “10x exits.” That’s startup thinking. Boring business owners focus on buying right, operating lean, and cash-flowing from day one. The exit is gravy—usually through a refi, sale to a REIT, or private buyer looking for dependable income.
A self-storage facility bought at a 7.5% cap, stabilized at 90% occupancy, and refinanced in year 3 may return more actual dollars than the founder of a startup who “exits” for $5 million—but after dilution and taxes, walks away with less than a down payment on a Class C asset.
Boring isn’t boring when the math isn’t.
Final Word: Thrive Quietly, Grow Steadily
Thriving isn’t always loud. Sometimes it’s quiet, methodical, and unapologetically boring. And that’s exactly where the opportunity lies. At Boring & Co. and through The Wise Network, we’re committed to showing investors and operators that there’s beauty—and profitability—in simple systems done well.
So this Thursday, don’t just hustle. Thrive. And do it the boring way.
