Codie Sanchez

Codie Sanchez runs Contrarian Thinking and is a New York Times bestselling author of Main Street Millionaire. The through-line is contrarian in a specific way: that the reliable route to wealth is owning the unglamorous local businesses everyone else overlooks — the laundromats, the service companies — rather than founding something new.

The holdings behind the argument are named rather than implied, including Resibrands, BizScout and Main St. Holding Co, alongside investments in over 30 startups through Contrarian Thinking Capital.

The channel, at 2.25 million subscribers, mixes deal mechanics and sales fundamentals with material on the psychological side of ownership — income ceilings, how people respond when a problem appears, and the discomfort threshold that has to be crossed before anything changes.