The most profitable investments are often in boring, unsexy industries like B2B SaaS. Consume cool, sexy products and experiences (like members' clubs), but invest your capital where there's less competition and hype.
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Focusing only on trendy sectors leads to intense competition where the vast majority of startups fail. True opportunity lies in contrarian ideas that others overlook or dismiss, as these markets have fewer competitors.
Magic Johnson argues that while everyone chases the 'hottest' companies, these ventures are often volatile trends. His success came from investing in unsexy but essential sectors like infrastructure, insurance, and food service, which provide steady, reliable returns and long-term growth without the hype.
Unsexy markets like plumbing or law have less competition, higher profit margins, and customers who are more receptive to expertise. This creates an environment for faster growth, akin to driving on an empty road.
While platform businesses (marketplaces) can achieve massive valuations, they are incredibly difficult and expensive to build due to the chicken-and-egg problem. For most founders, a traditional B2B SaaS model is a far safer and more direct path to success.
Long-term returns are a function of capital supply and demand. Hyped areas like AI have a surplus of capital, competing returns down. True opportunities lie in being the "one banker for 1,000 borrowers"—investing in areas starved for capital, where your money commands a higher expected return.
Don't overlook seemingly "boring" industries like cybersecurity or compliance. These sectors often have massive, non-negotiable budgets and fewer competitors than glamorous, consumer-facing markets. Solving complex, high-stakes problems for large companies is a direct path to significant revenue.
Investors should seek "boring" companies that are well-oiled machines with repeatable processes and disciplined execution. The goal is consistency in outcomes, not operational excitement. Predictable, relentless execution is what generates outsized, "exciting" returns.
Avoid trendy, saturated markets. Instead, focus on stable, 'boring' industries that are slow to innovate and still rely on manual processes. These markets are ripe for disruption, have less competition, and typically offer higher margins for AI solutions.
An investor's career journey from 'cool' industries like film financing to 'boring' ones like construction software reveals a core truth: the fundamental principles of building a business are consistent across all sectors. Passion for innovation and business models, not industry hype, uncovers the best opportunities.
Unlike venture capital, which relies on a few famous home runs, private equity success is built on a different model. It involves consistently executing "blocking and tackling" to achieve 3-4x returns on obscure industrial or service businesses that the public has never heard of.
