Why I’m Betting on Boring Businesses

As General Partner at Contrarian Thinking Capital, I spend my time searching for opportunities where others aren’t looking.

While much of venture capital chases the next big thing in AI or space tech, we’ve found the real breakthroughs are happening in places most people overlook: so-called “boring” businesses.

On a recent episode of Lumos House Talks, I sat down with the founders of Blindspot, one of our portfolio companies, to talk about why these businesses are the future.

Table of Contents

• Watch The Talk

• The Real Economy

• Generational Shift

• The New Moat

• Conclusion

Watch The Talk

Catch the full story and our deep-dive conversation with the Blindspot team in the full episode below—or watch it on YouTube.

The Real Economy

Here’s the truth: small businesses drive the U.S. economy, contributing 45% of GDP.

These aren’t just startups in Silicon Valley—they’re HVAC companies, local agencies, and the service providers on Main Street.

For decades, these businesses have battled the same inefficiencies. While enterprise solutions solved problems for large corporations, small businesses were left behind. Their biggest competitor isn’t another company—it’s often a pen, a piece of paper, or even a fax machine.

That gap creates a massive opportunity for digitization.

Generational Shift

We’re entering what we call the “silver tsunami.” Baby Boomers—who own more than 65% of U.S. small businesses—are beginning to retire. The youngest of them become eligible next year.

The challenge? Many lack exit plans. The opportunity? A new generation of tech-native entrepreneurs can step in, modernize, and transform these industries from the ground up.

The New Moat

Today, capital is abundant—but attention is scarce.

Most startups obsess over product. The best ones obsess over audience. That’s the heart of our investment thesis. Companies that know how to build a community create a flywheel that powers sustainable growth.

Consider HubSpot’s acquisition of The Hustle. They didn’t just buy a newsletter; they bought direct distribution to their ideal customers. That channel allowed them to test ideas, lower customer acquisition costs, and reportedly earn back their investment in less than two years.

Owning an audience is the new moat.

Conclusion

The future of innovation isn’t only about flashy tech. It’s about solving real problems for the businesses that keep our economy running.

By focusing on overlooked industries, embracing the generational shift, and backing audience-first companies, we can unlock incredible value.

If you’re a founder or investor exploring opportunities in 2025 and beyond, don’t overlook the boring. That’s where the real magic is happening.

Learn more at Chris Petkas.