What if the business you’ve spent years building is worth far less than you think and what if fixing that starts long before you ever plan to sell? In this episode of the Vital Wealth Podcast, host Patrick Lonergan sits down with serial entrepreneur and exit expert Justin Goodbread, who has started, scaled, and sold seven companies with 7-, 8-, and 9-figure valuations. Together, they unpack why most business owners unknowingly sabotage their future exit, how to build a company that runs without the owner, and the exact framework that transforms a stressful, owner-dependent business into a scalable, transferable, and highly valuable asset.

Patrick and Justin walk listeners through the “Deca Millionaire Way,” a five-pillar system rooted in clarity, measurement, thoughtful execution, and long-term freedom. Whether you’re years away from selling or simply want to build a business that gives you more time, more profitability, and more life, this conversation reveals what truly drives enterprise value and why only 4% of sellers walk away satisfied. For any entrepreneur who wants to maximize the payoff of their life’s work, this episode is a must-listen.

Key Takeaways:

• Why most entrepreneurs dramatically underestimate what it takes to create a valuable, sellable business
• The five F’s every owner must align before scaling or exiting
• The eight core business areas that drive valuation (and the 256 underlying metrics)
• How to get yourself out of the “center of the merry-go-round” so the business can run without you
• The 90-day execution framework that builds momentum and eliminates overwhelm
• Why exit planning must begin 5–10 years before selling
• The real definition of entrepreneurial freedom and why it requires becoming a Deca Millionaire

Learn More About Justin:

Official Website: https://www.justingoodbread.com/

Podcast: Deca Millionaire Decoded

Episode Resources:

• Main Street Millionaire by Cody Sanchez
• Atomic Habits by James Clear
• Traction by Gino Wickman
• Scaling Up by Vern Harnish

Resources:

Visit www.vitalstrategies.com to download FREE resources

Listen to the podcast on your favorite app: https://link.chtbl.com/vitalstrategies

Follow on Instagram at https://www.instagram.com/vital.strategies

Follow on Facebook at https://www.facebook.com/VitalStrategiesPodcast

Follow on LinkedIn at https://www.linkedin.com/in/patricklonergan/

Credits:

Sponsored by Vital Wealth

Music by Cephas

Art work by Two Tone Creative

Audio, video, research and copywriting by Victoria O'Brien