from Scot Rafer's lessons (found in Found + Read)

'Un-sexy' is good business.

This is a riff on a market principle Rafer picked up from a couple of his ancestors back east: one who ran Rafer's Kosher Meats; and his grandfather, who ran Rafer's Army Navy Surplus (both were in business in the 1950s, long before Rafer was born.) The idea here is that there is potential in furnishing a (seemingly) boring business that plenty of people need, but which few people want to do — a.k.a. stuff that ain't sexy. Which also means you're likely to have a reliable market for your business, and might not have so much competition — good!