2320 - Going Hard in the Paint Against Private Equity - And Winning

A tiny Wisconsin window company grew from $500K to $5M by attacking private-equity competitors with bold identity-based radio ads highlighting honesty, pricing, and local ownership. Rich then used the same strategy for Bay State Bath—female-led, local, and anti-Wall-Street messaging—paired with OTT/TV spots featuring "Baby Richie." Results: record sales and a major PE competitor collapsing. Local identity beats corporate sameness.