Grunt Style

Sell to people who feel attacked: the most loyal niche there is

Discussing Grunt Style ($100M+ in patriotic apparel), Sam shares a repeatable strategy: target a group that feels under attack, because shared grievance bonds them and produces the most loyal, engaged audience he's seen as an investor (he cites conservative/right-leaning consumers).

“so this is a common strategy, which is you like go after a group of people who feel they're being attacked. And you sell stuff to them because they bond together.”

Steal thisBuild a brand around a group that feels under attack; shared grievance creates the most loyal, high-engagement audience and repeat buyers.