We try so hard to represent everybody, we alienate everybody,”

Greg Schultz, the national campaign manager of former President Joseph R. Biden’s 2020 primary run.

Sam wanted to sell his business.

It was profitable. But nothing special.

He knew it. And worse — so would a buyer.

So I asked him a basic question:

“Who are your customers?”

His answer? A vague jumble about “people who need our service.”

No breakdown. No profitability metrics.

No clue which customers actually made him money.

That’s a problem.

Buyers don’t just want your revenue.

They want your repeatable, profitable customer engine.

And Sam didn’t have one — yet.

We dug in.

Turned out he had three segments: A, B, and C.

Segment C was by far the most valuable — $6,250 in lifetime value.

A and B? Around $1,750 each.

Yet 73% of his marketing budget was chasing A and B.

Only 27% went to C — his golden goose.

Insanity.

We flipped it.

Dialed in on C with precise messaging, better onboarding, and tighter operations.

Within 90 days:

  • More cash in his pocket
  • Fewer customer fires
  • Higher margins
  • Lower stress

Sam came back a new man.

He was sitting on a business that was finally sellable.

But he didn’t want to sell anymore.

“I’m loving it. Why get out now?”

That’s the real win.

When your business is valuable enough to sell —

But enjoyable enough to keep.

How about you?

Is your business the life you wanted?

Or just a job in disguise?

Start by seeing where you actually stand.

Click here for the 60-Second Exit Readiness Survey

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P.S. I’m not the “systems guy,” “process guy,” or “finance guy.”
I’m the
“build a valuable business” guy—so you can regain the freedom to start living your best life now and exit on your own terms later.

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Sign up here and start applying actionable advice today.

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Curious about who I am and what I do?
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