Built to Sell Built to Buy

Sam Penny
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Built to Sell Built to Buy features the world’s leading business thinkers sharing how great companies are built, scaled, and valued. Hosted by entrepreneur and adventurer Sam Penny, each episode explores the systems, leadership, and mindset behind businesses that thrive without their founders. For those ready to think bigger, lead boldly, and build lasting enterprise value.

  1. 3D AGO

    How Divorce Destroys Business Value (And What Smart Founders Do to Protect It)

    Most founders spend years obsessing over growth, valuation, and exit strategy. But there’s one risk almost nobody plans for — and it quietly destroys businesses, derails deals, and wipes out hundreds of thousands in value: Divorce. In this episode of Built to Sell | Built to Buy, Sam Penny sits down with forensic accountant, CPA, and valuation expert Ryan Finley to unpack what really happens when personal life collides with enterprise value. This is not a conversation about relationships. This is about risk, structure, valuation, and protecting your business when life doesn’t go to plan. 🎧 What You’ll Learn in This Episode  Why divorce is one of the most underestimated risks to business continuity How founders unintentionally destroy valuation during separation The hidden ways business owners try to manipulate financials (and why it backfires)  What buyers and investors look for when divorce risk shows up in due diligence  Why most divorces wipe out $100K–$300K+ in value through delays and legal costs  The difference between personal goodwill vs enterprise goodwill How to structure your business to protect ownership, valuation, and deal readiness Why “keeping the business separate” is often a dangerous illusion  The critical role of trust, transparency, and early valuation⚠️ The Reality Most Founders Ignore  Divorce is a major distraction that directly impacts business performance  Emotional decision-making leads to bad commercial outcomes Legal battles shrink the asset pool you’re trying to divide  Attempts to hide revenue, inflate expenses, or defer income almost always get uncovered  The business itself becomes a shared marital asset in most casesAs Ryan explains, many founders don’t lose value because of bad strategy — they lose it because of unplanned life events and structural blind spots. 🧠 Key Takeaways Build your business as if you’ll exit — even if you never do Reduce key person risk to protect continuity  Get an independent valuation early (before major life events)  Separate emotion from decision-making wherever possible  Structure ownership and assets with clarity and foresight Transparency often leads to faster, cheaper, and better outcomes🔍 Who This Episode Is For  Business owners and founders  Buyers and investors conducting due diligence  Entrepreneurs planning an exit  Advisors, accountants, and M&A professionals  Anyone serious about building a durable, transferable business📌 Memorable Moment “The business needs to survive the divorce… but most owners lose focus, and that’s where value starts leaking.” 🌐 Connect with Ryan Finley  Website: https://www.freedomfsg.com Email: ryan@freedomfsg.comFor the indepth article, head to https://sampenny.com/blogs/the-bravery-digest-fast-decisions/divorce-destroys-business-value 🎙️ About the Show Built to Sell | Built to Buy is where founders, investors, and advisors learn how to build, buy, and scale businesses that are valuable, transferable, and resilient. Hosted by Sam Penny. 🚀 Final Thought Most founders plan for growth. Some plan for exit. Almost none plan for disruption. The ones who do… build businesses that survive it.

    40 min

  2. MAR 18

    How to Launch, Scale & Profit from an App in 2026 (Before Everyone Else Does) | Jonathan Maxim

    How to Launch, Scale & Profit from an App in 2026 (Before Everyone Else Does) | Jonathan Maxim Alternatives: The Fast Founder Playbook: From Idea to 10,000 Users (and Profit)Why Most Startups Fail (And How to Actually Build a Profitable App)From 0 to 10,000 Users: The Viral Growth Blueprint Every Founder NeedsStop Building, Start Launching: The 2026 Startup PlaybookThe Truth About Virality, Monetisation & Startup Growth in 2026🚀 Show Notes (SEO-Optimised) If you’re a founder sitting on an idea… this episode might be the wake-up call you’ve been waiting for. In this episode of Built to Sell | Built to Buy, Sam Penny sits down with Jonathan Maxim — the founder behind multiple viral apps, millions of downloads, and a proven system for getting startups from zero to 10,000 users fast. This isn’t theory. This is the real playbook behind apps that scale. From early mistakes that killed a promising startup… to the frameworks now used to build profitable, scalable products — this conversation breaks down exactly what it takes to win in 2026’s “fast founder” era. 💡 What You’ll Learn in This Episode Why “build it and they will come” is the biggest lie in startupsThe exact framework to take users from first click to paid customer in under 30 secondsHow to validate your idea with just $1,000 in ads (before wasting months building)The difference between virality that looks good… and virality that actually makes moneyWhy most founders fail to monetise — even with tens of thousands of usersThe 10,000 user rule for knowing whether your startup will succeed or dieHow to structure referral loops that turn 1 customer into 4Why onboarding is silently killing 80% of your conversionsThe real metrics that matter: CAC, LTV, churn, and profitabilityHow to use AI without creating bland, forgettable content⚡ Key Takeaways 1. Profit beats hype — every time Vanity metrics don’t build businesses. If it’s not generating revenue, it’s not working. 2. Speed is nothing without focus Running fast in the wrong direction is how most startups fail. Channel energy into one core problem. 3. Virality must be engineered It’s not luck. It’s systems, incentives, and “forcing functions” built into the product. 4. Your onboarding is your first sale Most apps lose 80% of users before they even start. Fix that, and everything changes. 5. The market tells you everything Customer feedback, reviews, and behaviour will always beat your assumptions. 🧠 The 2026 Founder Reality We’ve entered the era of the “fast founder.” Apps can be built in a dayAI has removed technical barriersCompetition is explodingBut here’s the twist: 👉 Building is easy. Launching is hard. Scaling profitably is everything. As Jonathan puts it: “They’re not going to come. You have to tell them.” 📈 Framework: From Idea → Profit Jonathan’s proven roadmap: Product – Solve a real problemMarketing – Identify your ideal customerSales – Convert early users into revenueVirality – Scale through referral systemsCapital – Raise only when profitableSkip steps… and the whole thing collapses. 🎯 Who This Episode Is For Founders building (or thinking about building) an appEntrepreneurs stuck in “idea mode”Startup teams struggling with growth or tractionAnyone who wants to turn momentum into money🔗 Connect with Jonathan Maxim Instagram: @itsjmaximCompany: @viralapplaunchFree roadmap: DM “Penny” to access his app growth framework🎙 Final Thought 2026 isn’t waiting. You’ve got the tools. You’ve got the access. You’ve got the opportunity. The only question left: 👉 Are you building something… or just thinking about it? Hit me up at sampenny.com/chat

    59 min

  3. MAR 11

    Beyond the Best-Kept Secret: Why Storytelling is Business Infrastructure

    What separates a business that quietly exists from one that becomes a category leader? According to filmmaker-turned-brand strategist Jake Isham, the difference is storytelling - not as marketing "garnish," but as foundational infrastructure. In this episode of Built to Sell | Built to Buy, Sam Penny and Jake Isham (who has generated billions of views for challenger brands) unpack why expertise alone isn't enough to build a scalable, transferable asset. If you are a founder who feels "invisible" despite your results, this conversation is your roadmap to authority. The "Slaying Dragons" Framework Jake argues that the most powerful stories aren't about being perfect; they are about the obstacles you've overcome. The Hero’s Journey: Great authority is built by "slaying dragons"—the failures and challenges that prove you've walked the walk.Vulnerability as Trust: Sharing moments where you almost lost (or did lose) is what makes your solution real to an audience.The Villain Factor: Every great franchise (Star Wars, Harry Potter, Lord of the Rings) relies on a big villain to make the hero's expertise matter.Expertise vs. Authority: The Missing Link Many founders are brilliant at their craft but invisible to the market because they treat these as the same thing. Two Different Skills: Running a business and creating content are distinct skill sets.The "Cringe" Barrier: Even trained performers feel awkward on camera initially; "everything you want is on the other side of that cringe".The Gym Analogy: Content creation is a muscle. You don't get fit by going once; you get fit through the repetition of showing up consistently.Practical Tactics for "Content CEOs" Jake breaks down how to stop overthinking and start producing: The "Obvious" Strategy: Don't look for complex ideas. Make videos answering the most common questions from your sales calls.Structure Over Production: A "hook" (the first 3 seconds) is more important than cinema-grade editing.The $200 Authority Kit: If you’re going to buy gear, skip the camera. Use your phone and invest in a $100 light and a $100 microphone.The 7-Day System: Jake recommends a simple rhythm: 1 day for ideas, 1 for prep, 1 for shooting, 2 for editing, 1 for distribution, and 1 for analytics."The bigger the dragons you’ve slayed, the more credibility you have when you tell the story." Connect with Jake Isham LinkedIn: Jake Isham Instagram: @jakecapturedthis About the Podcast Built to Sell Built to Buy explores the mechanics of building valuable, transferable companies. Hosted by Sam Penny, the show sits at the intersection of strategy and enterprise value.

    48 min

  4. MAR 4

    Beyond Hyper-Growth: Scaling Culture and Accountability with Mindspace’s Mark Goldfinger

    What happens when you trade the "work hard, party hard" hyper-growth of WeWork for a more deliberate, design-led, and deeply human approach to scaling? In this episode, Sam Penny sits down with Mark Goldfinger, the General Manager and Head of North America at Mindspace, to discuss the craft of building culture at scale.  From opening global markets during WeWork's meteoric rise to redefining boutique hospitality in the flexible workspace industry, Mark shares firsthand lessons on leadership, accountability, and why "no one is bigger than the business."  Key Highlights The WeWork Classroom: Mark discusses his journey as one of WeWork's first 300 employees, leading international expansion across Europe and Asia, and the struggles of maintaining engagement during rapid growth. Deliberate Scaling: The Mindspace "micro-hyper-growth" strategy: Scale, check-in, adjust, and level up the foundation before the next leap. Culture as the Product: How Mindspace operationalizes "white glove" hospitality, ensuring community associates know every member’s name and business needs. The Human Side of Leadership: Why leadership isn't about authority, but about holding yourself accountable for the team’s failures while giving them the credit for success. The Future of Work: Navigating hybrid work trends and leveraging AI to improve efficiency without losing the essential "human touch." Mark’s Leadership Principles Principle | DescriptionExtreme Ownership | Inspired by Navy SEALs, the belief that the "buck stops with the leader" regarding any team failure. Hire Smarter | Never be afraid to hire people more talented than yourself to push the business further. Life is Not a Dress Rehearsal | A personal mantra inherited from Mark’s father: live each day to its fullest. The Skyscraper Rule | It’s not about which building gets to 100 stories first; it’s about which one is still standing 100 years later.  The "Mindspace" Philosophy "If our members walk out of the door every night and they say, 'Hey, have a good night, Sam, see you in the morning,' you just feel a little bit better about yourself... they’re gonna want to be in this space." Connect with Mark Goldfinger LinkedIn: Mark B. Goldfinger Website: Mindspace.me Email: mark.g@mindspace.me

    49 min

  5. FEB 18

    Never Sit in the Lobby: Mastering the Art of High-Stakes Sales with Glenn Poulos

    In this episode of Built to Sell, Built to Buy, host Sam Penny sits down with Glenn Poulos, a sales powerhouse with nearly 40 years of experience. Glenn shares his journey from being a "failed civil servant" to building and selling two successful companies: MMWave Technologies and Gap Wireless He is the author of Never Sit in the Lobby, a practical field manual containing 57 hard-earned lessons on how to build deeper customer relationships and close bigger deals. Key Takeaways: Sales Lessons from the Field Glenn’s philosophy revolves around being a "pleasure to do business with" while maintaining the resilience to lead the sale. Never Sit in the Lobby: Avoid sitting down while waiting for a client. Standing ensures you are not distracted by your phone and are "at attention" when the client arrives.Something in Your Hand, Something in Your Mind: Never show up empty-handed. Always have a physical item (like a quote or literature) and a specific, valuable insight or topic to discuss.The "Mini Tour" Strategy: Always ask for a quick look around the customer's facility. This allows you to see how your product will be used and identify what competitors are already in play "behind the veil".Freedom Begins with "No": A "No" is a full sentence. Being willing to say "no" to unreasonable discounts or demands keeps the stress on the negotiation rather than on your own workload.Thank God It’s Broken: When a product fails, it is the best opportunity to build a lifelong relationship. Providing over-the-top support during a crisis proves you care more than a salesperson who just disappears after the check clears.Building for the Exit Glenn discusses the transition from a commission-based sales rep to a business owner, emphasizing the "cheat code" of leveraging a team. The "Swiss Watch" Business: For his 2022 exit, Glenn built Gap Wireless to run like a precision instrument with clearly defined systems and processes.The Multiplier Paradox: While a perfectly run business is attractive, Glenn notes that private equity buyers sometimes pay higher multiples for businesses with "rough edges" that they can easily polish for a quick increase in value.Structure First, People Second: Following the EOS (Entrepreneurial Operating System), Glenn advocates for building the necessary business structure first and then finding the right person for each specific "seat".The "Master" Golden Rule "You only get forever to make another impression." Glenn challenges the old saying about "first impressions". In business, every single interaction - at a trade show, in the office, or with the boss - is a deliberate chance to curate your career like a museum. Trade Show Excellence: Don't sit down or hide on your phone; pull customers into the booth and seek out product managers for career "cheat codes".The Warehouse to CEO Path: You can rise through any organization by outperforming and out-impressing those around you at every turn.Links & Resources Glenn’s Website: glennpoulos.com Connect on LinkedIn: Glenn Poulos Book: Never Sit in the Lobby

    57 min

  6. 11/25/2025

    Build Your Marketing Machine: Stop Chasing Trends & Start Creating Systems: with Jeff Wenberg

    If your marketing feels like guesswork — some months booming, others bone-dry — today’s episode will show you exactly what’s missing. Sam sits down with Jeff Wenberg, founder of Offer Evolution and former early-stage team member at Leadpages and Zipify Apps, where he helped scale tech companies by focusing on one core principle: ➡️ Marketing works when your machine works Jeff went from broke musician to building and selling his own SaaS and helping thousands of entrepreneurs create simple, scalable marketing systems that generate predictable revenue. In this actionable and energising conversation, Jeff shares: What You’ll Learn ✔ Why most founders struggle with inconsistent lead flow ✔ The #1 difference between companies that scale vs those stuck spinning their wheels ✔ The exact foundational components of a Marketing Machine (Audience → Message → Rhythm → Process) ✔ The 80/20 work every entrepreneur skips — and pays the price for later ✔ How to interview customers the right way to unlock language that converts ✔ The simple tweak that added $20K MRR in 3 months for one client ✔ How to avoid the shiny-object trap (especially with AI) ✔ Why true marketing is more human — and more simple — than ever Key Quotes “Most people don’t slow down long enough to get clear on the transformation they provide — and that confusion comes through in their marketing.” "The brands that win are simply joining the conversation their customers are already having.”“If you want to build something repeatable and scalable, you need a system — or you’ll be tied to your desk forever.” Jeff’s Top Takeaways 1️⃣ Talk to your customers — deeply and often2️⃣ Sell the transformation, not the features 3️⃣ Consistency beats cleverness, every time About Jeff Wenberg Jeff is the creator of Offer Evolution, where he helps coaches, course creators, and info-businesses position and pitch their offers so customers say “I need that” before they even hear the price. Previously, he helped scale Leadpages from 11 staff to over 170 and tens of thousands of users worldwide. 👉 Website: JeffWenberg.com 👉 Instagram: @IamJeffWenberg 👉 Connect with Sam: sampenny.com  Chapters 00:00 – Introduction 01:00 – From musician to marketer 03:20 – Early lessons at Leadpages 06:10 – When marketing becomes a machine 10:00 – Tactic chasing vs. system building 14:30 – What successful businesses always have in common 20:00 – Consistency vs clarity 23:30 – The customer that went from $0 to $20K MRR 26:00 – Why AI will never replace connection 32:00 – Storytelling as a trust accelerator 36:00 – Jeff’s 3 steps to build your machine today 37:30 – Where to find Jeff If You Found This Valuable Share it with a founder still searching for that elusive “consistent sales” feeling. You might just save them years of struggle.

    38 min

  7. 11/18/2025

    Why Communication Is a Strategic Advantage: Joshua Altman

    In this episode, Sam dives deep into the power of communication as a growth driver — not a buzzword. Joshua Altman, former Capitol Hill journalist and now pioneer of the Fractional Chief Communications Officer (CCO) model, explains how smart communication shapes perception, accelerates decisions, builds trust, and connects every part of a business to its strategy.  From small-to-mid-size companies to government agencies, Joshua has helped leaders transform messaging from reactive output into an operating system for better decisions. He breaks down: 🔑 Key Takeaways Communications is strategy Your newsletter, website, and pitch deck aren’t the end goal — they’re conversation starters that shape how customers and stakeholders think. Better messaging = Faster decisions When teams and customers are aligned, they move confidently without hesitation. Small businesses need an integrated approach Not siloed social posts — a narrative that supports product, sales, and culture. Be the signal, not the noise Strategic silence can be powerful — but ignoring customers when it counts can destroy trust. AI is a tool — not the storyteller Technology can speed execution, but humans are still the edge. 🧩 What We Cover ✔️ What a Chief Communications Officer actually does ✔️ Why the fractional model is booming ✔️ How to prevent communications chaos during growth ✔️ The Cracker Barrel brand meltdown example — and what leaders should learn from it ✔️ The habits of leaders who communicate well ✔️ Practical steps any business can take this week to improve clarity 🧠 Who This Episode Is For This one’s essential listening if you are: A founder juggling marketing and messaging yourselfA CEO scaling into new markets or raising capitalA leader dealing with communication bottlenecksAnyone wanting to build a brand that customers trust🔗 Connect with Joshua Altman LinkedIn: linkedin.com/in/JoshuaiAltman Website & Free Tools: beltway.media (check out the Quick Guides!) Email: jaltman@beltway.media❤️ Enjoying the Show? If this conversation helped you rethink communication as a growth engine, please: ✔️ Share this episode with your team ✔️ Leave a 5-star rating and review ✔️ Subscribe so you never miss an episode For the complete Blog Article, head to sampenny.com

    51 min

  8. 11/11/2025

    Ben Adkins on Building 7-Figure Marketing Systems that Sell Themselves

    From Chiropractic Tables to Digital Empires: Dr Ben Adkins on Building Systems That Sell Themselves Guest: Dr Ben Adkins — Founder of Fearless Social and One Hour Influencer Host: Sam Penny Duration: 1h 10m Episode Overview Dr Ben Adkins went from an overworked chiropractor in a small town to one of the most trusted marketing minds online. When faced with an empty waiting room, he taught himself digital marketing — and within months, filled his clinic beyond capacity. Then he sold it, built Fearless Social, and created One Hour Influencer — a system that helps business owners turn one hour a month into 30 days of powerful content. In this episode, Ben reveals how to: Turn your expertise into scalable, sellable systemsBuild a marketing engine that attracts clients — even while you sleepTransition from being the operator to becoming the entrepreneurCreate authentic content in an AI-driven worldBuild a business that fits in your backpack — literallyThis conversation is for service professionals, course creators, and business owners who want to escape the grind and build brands that scale with trust and simplicity. What You’ll Learn 1️⃣ The “Empty Waiting Room” Moment How a failing chiropractic clinic pushed Ben to master digital marketing — and how that single skill created a business he could sell. 2️⃣ Building the Engine That Attracts Buyers Why valuation skyrockets when your business runs on a repeatable marketing system rather than your personal hustle. 3️⃣ The Birth of Fearless Social How fear became the foundation for an agency that helped thousands of small business owners grow their reach online. 4️⃣ The Power of Simplicity: Answer 20 Questions The framework behind Ben’s success — turn the top 20 questions your customers ask into content. That’s your marketing plan. 5️⃣ The Backpack Entrepreneur Philosophy Ben’s rule: if your business doesn’t fit in a backpack, it’s not truly free. He explains how to build portability into your business model from day one. 6️⃣ From Service to Product How Ben scaled from done-for-you agency work to scalable digital products and recurring programs. 7️⃣ The Birth of One Hour Influencer How a simple accountability problem led to a new business model that creates one month of content in one hour — now used by lawyers, coaches, and service professionals worldwide. 8️⃣ Authenticity in the Age of AI Ben and Sam unpack how to use AI as a support tool — not a substitute — to keep content human and trust-driven. 9️⃣ Action Plan for 2025 Creators Ben’s three-step roadmap for anyone starting today: Write down why you started.List the 20 questions your audience keeps asking.Get on camera and answer them — imperfectly but consistently.Top Quotes “If your business doesn’t fit in a backpack, you’re not free.” — Dr Ben Adkins“Your founder story is your most powerful marketing asset. Tell it before anyone else does.” — Sam Penny“AI should never be your final step. The human touch is the only thing that builds trust.” — Dr Ben AdkinsResources Mentioned The 4-Hour Work Week – Tim Ferriss Fearless Social One Hour Influencer Opus Clip Hootsuite Connect with Ben Adkins 🌐 Website: 1hourinfluencer.io 📧 Contact: via the site 📱 Instagram: @drbenadkins 🎧 Podcast: Serial Progress Seeker Connect with Sam Penny 🌐 sampenny.com 🎙️ Follow Built to Sell | Built to Buy for weekly conversations on creating businesses that buyers chase.

    1h 10m
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Built to Sell Built to Buy features the world’s leading business thinkers sharing how great companies are built, scaled, and valued. Hosted by entrepreneur and adventurer Sam Penny, each episode explores the systems, leadership, and mindset behind businesses that thrive without their founders. For those ready to think bigger, lead boldly, and build lasting enterprise value.

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