Show Notes
ost founders are chasing “sexy” ideas, AI, apps, and hype markets.
But the real money? It’s often hiding in industries no one wants to touch.
In this episode of Tenacity with Sonia C, Sam Berman breaks down how he built a global company by going after one of the most overlooked spaces: industrial packaging.
From a napkin sketch to working with some of the largest companies in the world, this conversation unpacks why “boring” businesses are often the most lucrative, and what founders get wrong when choosing what to build.
But this isn’t just about picking the right market.
It’s about what it actually takes to stay in the game long enough to win:
The internal war founders don’t talk about The obsession required to push through zero traction knowing when to validate vs. when to pivot And why most people quit before the opportunity pays off What you’ll learn: Why “unsexy” industries create massive opportunities How to validate a business idea before going all-in What founders miss when chasing trendy markets The role of obsession, grit, and endurance in building How to break into large companies (even without connections)
If you’re building, or trying to figure out what’s actually worth building, this episode will change how you think about opportunity.
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