Ken Goodrich’s 2026 Market Outlook & New 1,000 Day Plan

In a soft market, don't retract; push forward with advertising and actively seek out available business, as demonstrated by growing 35% CAGR during the Great Recession.

Focus on relational branding and 'guerrilla marketing' instead of direct competition on digital platforms to differentiate your business and reduce lead costs.

Train your team to be top-rated consultants offering various solutions, especially new ones, to customers, fostering trust and a strong brand reputation.

Leverage current societal anxieties like energy insecurity, aging power grids, and AI's power demands to create demand for essential services like generators.

Implement a '1000-day plan' to systematically build and scale new ventures, focusing on process development, tech integration, recruitment, and training for sustainable growth.

Avoid over-reliance on big box retail partnerships due to lower margins and management complexities; instead, focus on building a strong, direct-to-consumer brand.

Utilize AI for business tasks like process building and estimating to gain efficiencies and uncover insights that even seasoned professionals might miss.