Opinions expressed by Entrepreneur contributors are their own.
Tough economic times are scary for businesses and consumers, but the solution isn’t to take your foot off the gas. I opened the first Roof Maxx dealership in 2019, just one year before the Covid-19 pandemic. Today, it’s a nationally recognized residential roof restoration brand with an annual revenue of nearly $200 million in 2025.
Here are five key principles I used to guide my business decisions during those difficult years.
Related: How Great Entrepreneurs Find Ways to Win During Economic Downturns
1. Essential problems are more important than aspirational ones
A lot of founders focus on flashy, dramatic solutions that dominate headlines,