What if the way you’re wired is silently driving every financial and business decision you make?

In this episode of Built to Sell | Built to Buy, host Sam Penny sits down with Hugh Massie, founder of DNA Behavior International, to explore how our natural behavioural wiring influences money, decision-making, leadership, and ultimately the value of a business.

Hugh’s journey from chartered accountant to global entrepreneur reveals why behaviour is the denominator of success. He shares how losing his father at a young age shaped his passion for mentoring boys without fathers, why understanding behaviour is critical in scaling businesses, and how leaders can adopt an exponential mindset to unlock massive growth.

Whether you’re an entrepreneur, investor, team leader, or someone simply looking to make smarter financial choices, this conversation will give you practical steps to align behaviour with money, reduce risk, and open the door to exponential growth.

What You’ll Learn in This Episode

• How behaviour drives money — and why financial outcomes start with self-awareness
• The story of how Hugh built DNA Behavior into a global platform impacting millions
• Why stress reveals your true wiring and how that impacts decision-making under pressure
• The role of culture and behavioural alignment in maximising business valuation
• What it means to adopt an exponential mindset vs. incremental growth
• Lessons from Hugh’s initiative Boys Without Fathers, and how mentoring shapes leadership
• How AI and technology are reshaping behavioural insights in business
• Three practical steps you can take today to align your behaviour and money

About Hugh Massie

Hugh Massie is the Founder and Executive Chairman of DNA Behavior International, a global leader in behavioural profiling and money insights. His tools have been used by thousands of companies and advisors to improve decision-making, leadership, and financial outcomes. Hugh is also passionate about youth mentoring, particularly helping boys who grow up without fathers, and advocates for leaders to integrate purpose and values into business.

👉 Learn more at dnabehavior.com

👉 Contact Hugh: [email protected]

Resources & Links

• Explore DNA Behavior insights: dnabehavior.com

• Connect with Hugh: [email protected]

• Follow Sam Penny and discover more episodes: sampenny.com