EP298 Break Through Resistance & Build a More Valuable Business with Justin Goodbread

Break Through Resistance & Build a More Valuable Business with Justin Goodbread

📌 Guest: Justin Goodbread – Bestselling Author, Keynote Speaker & Business Value Expert 🎧 Host: Marcia Riner | Profit Booster® | Infinite Profit® 🎯 Topic: Business Growth, Scaling, and Creating Exit-Ready Companies

 

Summary

In this powerful episode of Profit With A Plan, Marcia Riner sits down with international bestselling author and business growth strategist Justin Goodbread to uncover the real reason most business owners feel stuck—and what to do about it.

With over 30 years of experience and multiple 8-figure exits, Justin shares a proven framework to help entrepreneurs overcome resistance, shift from burnout to breakthrough, and build a company that is not only profitable now but also highly valuable for a future sale.

You’ll learn:

• Why most owners unknowingly create jobs instead of businesses

• The dangers of chasing revenue without building structure

• How to increase your business valuation without working harder

• Two of the most powerful levers out of 256 that can multiply your company’s value

• Why timing—not hustle—is the ultimate key to a successful exit

Key Points

00:00 – Intro to the Episode Marcia introduces the topic of entrepreneurial resistance and her guest, Justin Goodbread—who scaled his financial firm to 8-figures in just 49 months. Get ready to hear a powerful framework for breaking through resistance and increasing your business’s value.

02:15 – Meet Justin Goodbread Justin shares his 30-year entrepreneurial journey, including multiple successful exits across different industries. He reveals how his passion shifted to helping other business owners scale and sell profitably.

06:10 – Why Only 18% of Business Owners Ever Exit Profitably Justin drops a powerful stat: only 18-20% of small business owners ever exit with value. The reason? Most have created a job, not a business. Learn why owner dependency is a major roadblock to profitable exits.

08:00 – Planning for the Exit Before It’s Too Late Marcia and Justin dive into why exit planning shouldn’t wait until burnout or emergencies hit. Justin shares his own experience building a business that thrived even during his wife’s health crisis—thanks to systems and processes focused on value creation.

10:45 – The Power of Defining Your “Why” and Desired Outcome Hear Justin’s story of a life-changing Zig Ziglar conference and how setting clear life goals at 18 helped shape every business decision. He reminds us that business should serve your life, not the other way around.

13:45 – The Mountaintop Wake-Up Call Justin recalls a heartbreaking moment with a longtime business owner who felt “broke” despite visible success. This powerful story reveals the truth about hidden value gaps and why working harder isn’t always the answer.

16:00 – The Garden Hose Analogy: Stop Flooding Your Business with More Sales Justin explains why increasing revenue without increasing internal capacity can destroy your business. Instead, he teaches how to “widen the hose” by improving systems, processes, and valuation metrics—without burning out.

19:30 – What’s Your Business Worth Today—And What Could It Be Worth? Discover how most owners undervalue their businesses by ignoring the multiple. Justin shares how simple changes can dramatically increase business valuation—even without growing revenue.

22:00 – 2 Quick Wins to Increase Your Business’s Value Justin gives two of his top value-driving levers out of the 256 they teach:

1. Owner Dependence – Reduce it to scale and sell.

2. Recurring Revenue – Create stability and enhance valuation.

24:00 – Control Freaks Need to Control Their Exit Too Justin argues that business owners, who control everythi