Mike Feazel, CEO of Roof Maxx, shares five key principles that enabled his business to flourish during economic downturns. He stresses the importance of focusing on essential problems rather than aspirational goals, highlighting that consumers prioritize immediate needs. By offering affordable alternatives to costly roof replacements, Roof Maxx created a new market niche. Feazel also emphasizes the need to control operating costs to mitigate risks, advocating for agility in business operations. He points out that aging infrastructure presents a steady customer base, as maintenance is often unavoidable. Lastly, he notes that eco-friendly solutions can be both profitable and appealing during tough economic times, as consumers seek to save money and resources. These principles collectively foster resilience in business.