Codie A. Sanchez

Contrarian Thinking

Opportunity is found in the disconnect between narrative and the truth. 
CT is where hundreds of thousands of investors, entrepreneurs and contrarians come to learn about unconventional ways to diversify income, generate wealth and increase their profits. 

Join here → https://contrarianthinking.co

Founder - Investor - Writer

Unconventional Acquisitions

We buy, sell and invest in small businesses and teach others how to get into the ownership seat.

Co-Founder

Entourage Effect Capital

EEC Advisory Board Member

Board Member EEC Portfolio Company Arcview Capital

EEC is one of the first Growth Equity firms in the cannabis industry, we’ve invested $150 million in cannabis since 2014

Managing Director - Partner

First Trust

I head the Latin America & US Offshore Investment Business, providing investments and market strategy to enable some of the worlds leading pensions, institutions and advisors to reach their investment goals.  We've built a business from the ground up, to one of the fastest growing firms in LatAm.

Head of Latin America Investments

State Street

Worked in Latin America and the US with Fortune 500 Companies, pensions, sovereign wealth funds, central banks, endowments, and foundations to manage their investment portfolios. We navigated some treacherous regulations and industry changes to raise billions in previously uncovered markets.

Director Institutional Sales

Goldman Sachs

Investment Associate

Vanguard

ETF Consultant & Distribution Specialist

The Arizona Republic

In-depth Investigative Reporter Mexico

Investing millions in Main St businesses & teaching you how to own the rest | HoldCo, VC fund, Founder

On a mission to create financially free and free-thinking humans.

I founded a media company called Contrarian Thinking that teaches people to think critically and cashflow unconventionally with boring businesses.

Our newsletter has over 500,000 weekly readers, here: http://contrarianthinking.co/join.

Our community has taught 2,000+ members biz buying, biz growing, and doing deals. 

This is how I got here:

• Got my degree in PR & Journalism from ASU's Honors School (honored to be partying mostly); MBA from Georgetown University; Ph.D. from Fundacao Gestulio Vargas.

• Started as a journalist at the Mexico border. I witnessed horrors there that made me realize money = power to change the world. I wanted to speak the language of freedom ($$), so I went to finance.

• Joined Vanguard ETFs in 2008 (wild timing). Then: Goldman Sachs→ SSGA → LatAm investments for First Trust → MD/Partner at the largest cannabis private equity firms.

Then, candidly, I got tired of the rules and trappings of the traditional finance world. I went a little rogue, and not everyone always liked that.

Now, I value experience over degrees.
Betting on myself over making $$$ for other people.
Main Street over Wall Street.

My mission is less suits, more boots. Meaning: we the people holding the power… and the purse strings.

🔗Join 500,000+ others who get our free newsletter: https://contrarianthinking.biz/li
🔗YouTube: @CodieSanchezCT
🔗Instagram: @codiesanchez
🔗Twitter: @Codie_Sanchez
🔗Learn how to buy a business (& get support doing it): contrarianthinking.co/our-courses
🔗Weekly Boring Business Brief: contrarianthinking.co/bbb

Founder

We help free minds and build bank accounts.

You won't be "most people." 
 
How to avoid 7 common regrets: 
 
1. Don't give first-row opinions to those who paid for nosebleed seats. 
 
You'll never look back and wish you made more nameless humans on the internet like you. Choose your f*cks carefully. 
 
2. Don't daydream. 
 
This is why I do what I do. I want you to make that first $100k, buy that business, quit that job. 
 
3. Don’t leave empty “what if”s hanging on your last breath. 
 
Regrets of inaction sting worst. Do the thing you always think about. Do what changes you as a human. Do sh*t that makes people feel something, one way or the other. 
 
4. Don't sacrifice your body for anything. 
 
I’ve abandoned my health for work. For money. For comfort. It's never been worth it. 
 
5. Don't end up a loser who can't take a joke. 
 
We take ourselves too seriously. New measure of successs: “He who has the deepest laugh lines.” 
 
6. Don't think for a second that other people's goals for your life matter. 
 
Negotiate your fulfillment with the world. Your terms, their price. 
 
7. Don't wish you were happier. 
 
Short-term happiness? Who cares. Do hard things instead. But question anything that gets in the way of your long-term joy. 
 
What regret do you fear the most? 
 
THAT'S your new North Star.

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1. If this resonated with you, feel free to repost.
2. If you want to know the habits that are most likely to help you avoid these regrets... read this → https://lnkd.in/e5f_P8dK

The easiest part of owning a business?

Starting it. Literally. Here's how:

People will work on their “business plan” for 18 months before doing any actual work.

Part of it is procrastination. Part is an unwillingness to be uncomfortable.

But part is lack of knowledge.

They think the first step is too confusing.

And they’re not wrong. No one teaches us about the steps to form a business...

Did your school teach you how to do a business formation? Do social media posts go viral that explain how to get an EIN or stay tax compliant?

Honestly though… it’s simpler than you might think. Just 3 steps:

1. You pick a business structure.

An LLC is a great go-to for a small businesses. It’s a simple structure with less paperwork and restrictions.

But if you’ll be fundraising from investors, a C-corp might be a better idea. It can issue stock/ownership to shareholders.

But it adds a ton of complexity that most small businesses won’t need. You probably just need an LLC.

2. You pick a name & register it.

Generally, you file this with the Secretary of State.

You'll need a registered agent. This can be:
- you
- your attorney
- your accountant
- a registered agent service

It just has to be a physical address that can accept legal docs on behalf of your biz.

You pay a fee, then you get a certificate saying your business is real. You use that certificate for:
- getting an EIN
- applying for any licenses you need
- opening business bank accounts

Then the hard (and fun) part starts....

3. You start selling and making $$$

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The basics are simple, but of course with bureaucracy comes a lot of nuances you can mess up.

Plus, the process gets way more complex if you’re starting a US biz from elsewhere in the world.

Which is why I invested in this company...

They’re called doola & they simplify all this.

They also offer:
- CPA consultation
- tax compliance & filings
- a dedicated account manager
- support if you're based outside the US

If you think you could use doola, they hooked me up with something for you...

$50 off if you use the code "Contrarian50"

Perks of knowing the investor, right? ;)

Check them out here → https://lnkd.in/eynsnf9U

Most underrated quote of our generation: 
 
“The problem isn't that Johnny can't read. The problem isn't even that Johnny can't think. The problem is that Johnny doesn't know what thinking is; he confuses it with feeling.” 
 
– Sowell

Ever heard of Jesse Itzler? 
 
His business story is kind of crazy. Here it is – and some lessons to take away: 
 
Jesse: 
• Co-founded ZICO Coconut Water 
• Wrote NYT bestseller Living with a Seal   
• Had a Billboard 100 song in 1992 
 
He started as a rapper in the early 90s, with the hit “Shake It (Like a White Girl)." 
 
But he realized business, not music, was his calling. He co-founded a record label and sold it for millions 2 years later. 
 
Then came his biggest success yet: 
 
Marquis Jet. 
 
Despite knowing next to nothing about aviation, Jesse helped the private jet giant reach billions in revenue, eventually selling to Berkshire Hathaway in 2010. 
 
Here are the key lessons from his journey: 
 
1. Small swings lead to big wins 
 
One of Jesse's first biz ideas was collaborating with the NY Knicks on an arena anthem song.  
 
He didn’t make much – but the experience taught him about negotiation and marketing to sports fans. 
 
2. Who is higher leverage than how 
 
Jesse wasn’t afraid to ask for help from his network. Which paid off. 
 
Case in point: he got the president of NetJets to give Marquis a shot. 
 
He'd apparently done the guy a favor years before by getting his daughter Christina Aguilera tickets. 
 
3. The best learning comes by doing 
 
Marquis Jet took off despite Jesse having zero aviation experience to start.  
 
He spent weeks taking meetings and soaking up industry knowledge from NetJets in preparation for the launch. 
 
Start first, then learn. 
 
4. Expand your comfort zone 
 
Bored in his late 30s, Jesse had the idea to ask David Goggins to live with him. 
 
He wrote about the intense month in his book “Living with a Seal.” 
 
Wild experience where he learned to approach life with an “all-in” mindset. 
 
5. You'll fail, so fail fast 
 
Jesse's first music release kinda failed. 
 
His debut album peaked at #74 on the charts, and only because of the 1 hit. 
 
Rather than dwelling, he immediately shifted to writing pop songs for other artists. When in doubt, pivot. 
 
6. Partners can make or break a biz 
 
Lucky for Jesse, his partners were great. 
 
A huge part of his success was in co-founding the sports licensing label & Marquis Jets. 
 
Find complementary partners. 
 
7. Know what to market, then be relentless 
 
Jesse marketed himself just as aggressively as his products. He: 
 
• Got his music on movie soundtracks 
• Pursued high-profile appearances 
• Self-promoted his book globally 
 
Find what makes you unique and hammer away at exposing it. 
 
It's always interesting to me when people can pivot from celebrity into business. 
 
In Jesse's case.. 
 
While his 15mins of fame helped, I'd argue most of his success came down to self-education and grit. 
 
Hope this gives you a bit of inspiration today. If it did, feel free to repost!

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Your best investment is you. 
 
You'll spend: 
- $200 on dinner but not a gym 
- $2k on a vacation but not a course 
- $100 on wine but not vitamins 
- $50k on a new car but not an investment 
 
Invest in you like you'd invest in your business.

If you own your own business (or want to...) 
 
Do this: 
 
• Take risks 
• Sell every day 
• Wake up at 6am 
• Relentlessly cut distractions 
• Do what you say you are going to do 
 
2 years of this, and people will say you got lucky.

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And if you want 10 other ways to find the actions that drive results, check out this reading list → https://lnkd.in/eS-J-mQt

Ever heard of Blippi?

He sold his brand in a $120M deal in 2020.

He also netted 14.5 BILLION views.

Oh - and he's a kids YouTube chracter.

I had NO idea how meticulously this brand was crafted.. Here’s how it  all happened:

Stevin John, once a behind-the-scenes video whiz, saw his nephew engaged by subpar YouTube content.

He thought he could do better. Much better.

Enter Blippi, a brightly colored character going against the grain...

Blippi's debut: A humble farm tractor video.

The production? Mediocre.  
The outcome? A viral sensation capturing children's imaginations worldwide.

Before Blippi, Stevin had produced 150+ commercials and worked with stars – Betty White, Hugh Hefner, Dick Van Dyke.

He was always off-screen, behind the camera.

But it was these skills from the sidelines that set the stage for Blippi's spotlight.

He leveraged his production experience to build a magnetic brand. 

From the suspenders to the spelling of the name, everything had one aim: To appeal to kids. Millions of them.  

Stevin had the marketing chops to make Blippi a household name.

And he wasn't just another YouTuber; he was a calculated creation:
• 800 names whittled down to one
• SEO strategies to skyrocket visibility
• Content crafted for clicks & youth engagement

This was algorithmic artistry. Blippi's charm is in the details.

The colors, the cap, the catchy name - all meticulously mapped out.

His catchy sign-off, "B-L-I-P-P-I," wasn't just cute – it was crafted to make it easier for toddlers to pronounce.

His genius: seeing the audience through their eyes.

Blippi became not just a YouTube giant but a leading brand through:
• Merchandising agreements
• Endorsement & sponsorship deals
• Commercial partnerships w/ Netflix, Hulu, & Amazon

An empire even BEFORE the acquisition..

Then, in 2020, Blippi was acquired by Moonbug Entertainment for $120 million.

Stevin had been investing in real estate to offset taxes on the windfall. 

And during the sale, he moved to Vegas to save tons in state income tax. 

Play after play - always 2 steps ahead.

So, for all the entrepreneurs out there:

1. Solve a problem.
2. Make the solution so catchy that you master your market.

And maybe, just maybe, you'll be the next unsung hero transforming a simple idea into an empire.

↓ ↓ ↓

If you found this story interesting, feel free to repost & and follow Codie A. Sanchez if you haven't already.

People will leave you as you grow. 
 
But there's another truth... 
 
Success and monetary growth usually go hand in hand. It will mean you are growing and evolving rapidly. 
 
Rapid growth is not normal. People will want the "old you." 
 
It'll be sad to hear that. 
 
But remember this: 
 
A rising tide lifts all boats. 
 
And you can be the tide. ⛵

↓ ↓ ↓

Ready to start leveling up? Here’s a framework you might find helpful → https://lnkd.in/es9KqHyC

Life doesn’t reward mediocrity. 
 
Life doesn’t reward great ideas. 
 
Life rewards those who have the courage to fail. 
 
It rewards those who aren’t afraid to try again, and again and again.

Most people will never understand the pain and grit it takes to be a business owner, founder, CEO, head honcho. 
 
But some of us are just absolute psychopaths – so unemployable the only option is entrepreneurship. 
 
If you’re reading this, you may be one of those humans who understands. But I want to make sure of one thing... 
 
Don’t mistake opportunity for ease. 
 
It's work. There's risk. 
 
It’s only worth it if you are consistently good and consistently work hard. That is what it takes, nothing more, nothing less.

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If you GET IT, you'd appreciate my newsletter → https://lnkd.in/g3smakQm

"No boss can fire me." 
 
That should be your goal. 
 
So unf*ckwithable you’re untouchable. 
 
You wanna know a secret that’s so fun?? Someone doesn’t like what I say on the internet? Don’t care. The job you works fires you. whatever. 
 
Why? We diversified sovereign humans... we just keep on cash flowing. 
 
If you try to cancel me... I’ll keep taking: 
- quarters in my car washes 
- money in my media co’s 
- dollars in my service biz's 
- Paypal in my marketing co's 
 
That’s why you diversify. 
 
So go, own a bunch of businesses, and keep your name off ’em. 
 
- No one can “fire” you from your ownership. 
- No one can “cancel” you from your distribution checks. 
 
So, protect your house. In this crazy world, nothing is guaranteed. (Except for what’s in your legally binding contract.😉) 


Pieces of advice from my 9-figure friends:

11 best pieces of advice from my biz owner friends

Before you get into entrepreneurship just know... 
 
You will get lied to, cheated, defrauded, tricked, sued and you'll make plenty of mistakes too.  
 
You'll be better for it. 
 
But it will take its piece of skin. 
 
Make sure you're ready.

What are some tips for achieving nine-figure success?

How important is seeking advice for professional success?

This artist has one of the most fascinating money-making stories I’ve ever heard. 
 
• Worth $150M 
• Sold more records than One Direction 
• Has reportedly only left her house TWICE in the last decade 
 
Enya. 
 
Either you know her from the classics that struck your heart through the 80s and 90s... or you know her from her from TikTok. 
 
Because Enya got a bit of “the Kate Bush treatment.” Ie, her 80s songs got re-introduced to Gen Z via viral TikTok sounds. 
 
Where she differs from Kate Bush? 
 
Enya has almost 4x more money. 
 
And the oddest part... 
 
Throughout her whole career, she's NEVER toured. Which is the top revenue stream for the vast majority of musical artists. 
 
She claims it would be nearly impossible to recreate her complicated sound live. 
 
Which may be true. 
 
But the more likely answer? 
 
She’s a total recluse: 
• She doesn’t enjoy live performances or interviews 
• She’s had some TERRIBLE stalker issues throughout her career 
 
So, she lives in a castle in Ireland with her cats and a handful of staff, doesn't see anyone else, and works on her art. 
 
But this begs the question: 
 
If she doesn't tour, doesn't leave the house, and hasn't had a hit song since the early 2000s... 
 
How did she make $150M? 
 
She’s sold over 75 million albums worldwide, but that’s not the whole story. 
 
The bulk of her wealth has come from one song: "Only Time." 
 
But more importantly, it comes from who used it… 
 
Times “Only Time” was used commercially: 
• A 2002 episode of Friends 
• A 2013 Volvo commercial 
• Deadpool 2 in 2018 
• The 2022 Thor movie 
• A mac & cheese commercial 4yrs ago 
• Plus sports games, memes, & more 
 
She gets royalty money from these. 
 
But the real legacy behind this song: 
 
CNN and other US news outlets used "Only Time" for 9/11 footage in 2001. 
 
Enya’s response? To release it as a charity single. 
 
She donated the $461k made to NY's firefighter charities. 
 
She’s no doubt a weird lady, but I respect her: She built her success with obsession. 
 
Once when asked about her romantic life, she said: 
 
“I had partners. But I’m too much devoted to my music. Some people think it sounds sad but believe me, I’m happy. I am my music.” 
 
The lesson I take? 
 
Obsession comes with sacrifices. 
Few will understand. 
Is it worth it for you? 
 
If it is, obsessing = success 
 
I’ll leave you with this contrarian quote from Enya: 
 
“My private lifestyle bothers a lot of people. I don’t like anybody else’s opinion. It’s not a hanging offence not wanting to go to nightclubs. What happened to choice?”

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If you enjoy the stories behind wealth, you’d enjoy our newsletter → https://lnkd.in/e-ZR_W_8

101 on how the rich avoid taxes:

↓ ↓ ↓

Want the full breakdown? (plus the all the charts and examples in high res?)

Get it here → https://lnkd.in/eQHqC7tY

101 on how the rich avoid taxes

I walked away from $$ salaries for freedom. 
 
Because rich doesn’t always equal wealth... 
 
Real wealth, the kind that gives you the freedom of time and to speak your mind. 
 
And so, I obsess on one thing: growing empires as large as possible, to help as many as possible get to financial freedom. 
 
Why? 
 
Because financial freedom leads to personal freedom which leads to philosophical freedom. 
 
Today I focus on builders in a world of consumers. 
 
Hold-your-grounders in a world of sway-with-the-winders. 
 
I am talking about you. 
 
The few. The men and women who truly run the world. The builders. 
 
There is no greater mission than freeing humans. Start with freeing yourself, finish with freeing others.

↓ ↓ ↓

This is why I built Contrarian Thinking.

If you want the bite-sized free version of our education... you should be getting this newsletter → https://lnkd.in/gZgZ3XMk

Grow together... or grow apart.  
 
Why most people get married (& divorced): 
 
Petri dish effect. 
 
The main reason most people get married is they start out as two petri dishes with the same inputs going into them, school, geography, career. Like likes like. 
 
Then as you grow, your husband joins new clubs, you start a business he doesn’t, your hobbies split, and before you know it... what you each have grown in your petri dish is completely different. 
 
You’ve lost compatibility. 
 
That’s why my husband and I do work together, are in the same groups together, read and share what is inspiring us, try to never be apart more than 1 week at a time. 
 
Easier to grow together than apart. 
 
That's just us, you do you.

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