Building a Beloved Brand from a Tiny, Dying Business

oday's guest knew that his target business didn't conform to the conventional wisdom.

It was tiny, losing money, about to shutter.

And how big could the market actually be?

Peace Vans was a repair shop in downtown Seattle that specialized in Volkswagen vans.

Well, Harley Sitner bought it anyway, for just $100k — which was still too much, he jokes.

But there was value there: solid mechanics, a desirable lease, some assets, customers.

Flash forward 12 years.

From this little hole in the wall, Harley has built Peace Vans into a beloved brand.

An 8-figure business.

A true company.

There are many important themes in our conversation, but I'll call out these:

• What it means to build a brand. The unlock. The platform that it is.
• When to go with your gut, as Harley did buying such a fragile little business.
• And finally, business-buyer fit. Part of Harley's success and longevity with Peace Vans is thanks to its fit with his creative talent. This reminds us of the power of finding not just a good business in the abstract, but the right business for you. It's a high bar; realistically, most people won't be able to find a business that is also an outlet for their unique gifts. But don't forget to at least try.

OK, please enjoy this interview with Harley Sitner, owner of Peace Vans.