I was making an introduction recently between an investor and a logistics company that could be a good fit for his portfolio.
Before the meeting, we sat down to talk through the deal. This is a man who has successfully bought and exited dozens of businesses. He’s seen every pitch, every valuation deck, every owner who believes their company is worth more than it is.
And he said something I want you to read twice.
“I don’t pay a premium for the potential in your business. That potential is mine to take when I buy it. I’m paying you for what your business does today.”
Most owners I speak to are mentally adding future growth into their valuation. The new market they could enter. The product line they haven’t launched yet. The revenue that’s just around the corner.
In their heads, that potential is worth something.
To the investor? That potential is the return on his risk. It’s why he’s writing the cheque. He’s not paying you for it. He’s paying for what’s already built, already proven, already generating profit. Then he captures that upside himself and that’s where he makes his money.
But here’s the nuance that changes everything.
If you’ve actually started paving that growth path — entered the new market, signed the first clients, launched the product line and it’s generating early revenue — that’s no longer potential. That’s traction. That’s proven. And proven is exactly what moves the price.
The investor won’t pay for a road you’ve been thinking about building. But a road you’ve already started paving? With traffic already on it? That changes the conversation entirely.
So every growth opportunity sitting in your head that you haven’t acted on isn’t adding value to your business. It’s sitting in a pile marked “buyer’s upside” waiting for someone else to profit from.
Your job is to move as much as possible out of that pile and into the “already built” column before you ever sit across the table.
That’s what Fall in Love with Your Business Again is about. Closing the gap between what your business could be worth and what it’s actually worth today. So when the investor shows up, there’s nothing left for him to discount.
Pioneer pricing: $97 for lifetime access. Closes 30 April.
After that it’s $997 for the course and $197 monthly for cohort access.
Click here to claim your Pioneer Lifetime Spot.
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P.S. Feeling trapped in your business? Turn it into an Asset you love to run – and that investors want to own.
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