Smart entrepreneurs know that staying relevant means more than just sticking to what you’ve always done. It means adapting, exploring, and uncovering new opportunities to serve your audience—without losing sight of your core mission.

Take a page from Home Depot. Known as the go-to destination for home renovation supplies, it’s now making more revenue from its gardening business than from lumber, paint, or appliances. Yes—gardening. A $20 billion “bright spot” that now outpaces luxury fashion giant Hermès in annual revenue.

The lesson? There are growth opportunities hiding in plain sight—even within your existing customer base.

Here’s how small business owners can take a similar approach.

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1. Don’t Abandon Your Core, But Evolve It

Home Depot didn’t stop selling lumber or toilets. It doubled down on gardening because it complements their core business. Entrepreneurs should do the same: Identify adjacent needs your customers already have. Ask:

• What are they buying before or after they use my service?
• What seasonal or life-stage shifts affect what they need from me?
• What have they asked me about that I’ve said “no” to?

For example, if you’re a business coach, could you offer done-for-you marketing audits? If you’re a bakery, could you sell baking kits or host baking classes?

Related – Do You Need To Scale Your Business To Be a Success?

2. Listen to the Market, Not Just Your Instincts

Home Depot’s gardening surge didn’t happen in a vacuum. High interest rates and fewer home purchases meant fewer renovations. Instead of pushing harder on what wasn’t working, they leaned into what customers were doing—gardening.

Smart entrepreneurs stay nimble by observing buying trends and customer behavior. Use these tools to guide your insights:

• Google Trends – What are people searching for in your niche?
• Customer feedback – What keeps coming up in reviews or emails?
• Sales data – What product or service lines are quietly growing?

What worked yesterday might not work tomorrow—but the market always leaves clues.

3. Serve New Things to Old Customers

You’ve already built trust with your current audience—use that relationship to introduce them to something new. Consider:

• Bundled services or packages that combine your main offer with a complementary add-on
• A “starter” product for entry-level clients and a premium tier for loyal ones
• Seasonal or themed launches tied to holidays, events, or industry trends

Example: A fitness studio might sell branded meal plans or mindfulness workshops. A content writer could create a LinkedIn profile optimization service.

4. Spot “Bright Spots” in Customer Behavior

“Bright spots” are areas of unexpected success. Home Depot didn’t set out to become a gardening powerhouse—but they noticed it was working and leaned in.

To find your bright spots:

• Look at what customers are already gravitating toward
• Pay attention to word-of-mouth referrals—what are people talking about?
• Test small experiments (a webinar, a limited-time product, a beta program) and see what sticks

What feels like a side hustle today could become your most profitable vertical tomorrow.

5. Think Bigger About Your Category

If Home Depot had defined itself solely as a “home renovation store,” it might have overlooked gardening altogether. Instead, it sees itself as a home improvement partner—which includes everything from tool rentals to succulents.

Ask yourself: Are you boxing yourself in?

• Are you a “photographer” or a visual storyteller?
• A “consultant” or a growth strategist?
• A “caterer” or a celebration specialist?

This shift in thinking can open up a whole new lane of profitable offerings.

Conclusion: Be the Garden in Their Home Depot

Your business doesn’t need a complete overhaul to unlock new growth. It just needs intentional curiosity, a willingness to experiment, and the foresight to recognize emerging needs.

So, take a walk through your customer journey. Is there a gardening aisle you’ve overlooked? Is there a bright spot you’ve been too busy to nurture?

Tend to it—and you might just discover your next $20 billion idea.

Related – Easy Beginner Business Ideas: Top Picks for Aspiring Entrepreneurs