Sterling Petersen

The story

From a smart product idea to a premium brand.

Sterling Petersen is the founder of Boundry, the company now known as Big Days. It is the maker of the TrailBreaker, a modular truck rack built for people who want gear that holds up and looks the part.

Before Boundry, Sterling helped build Tannus, the company behind Tannus Armour. He learned how to take a real product to market, how to position it, and how to make something people actually want to own. He graduated from BYU in 2017 and put that thinking to work.

What makes Sterling worth listening to is his philosophy. He does not try to win the cheapest sale. He builds for the person who will pay 10X more, and he designs the product and the brand to earn it. That is exactly the spirit of Construction Cash.

Why it matters for builders

Sell to the person who will pay 10X more.

Sterling came on the show with an episode called "Sell to the Person Who Will Pay 10X More." For a construction owner, that is pure gold. Most contractors fight over the cheapest buyer and wonder why the work feels like a grind.

If you run a $1M to $5M construction company, there is a better customer out there. The one who wants the premium version, cares about quality, and will happily pay more for it. Sterling builds products for that exact buyer, and he proves you can win by being the best, not the cheapest. Target premium clients, build a brand worth the price, and your whole business gets healthier. That is the same move that takes a contractor from busy to actually big.