Built to Sell | Built to Buy

Sam Penny
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Unlock the secrets to building, buying, and selling businesses that thrive without you. Join Sam Penny, renowned entrepreneur, adventurer, and Coach for the Brave, as he delves into the strategies that empower business owners to scale operations, enhance valuations, and achieve true independence. Drawing from over 25 years of hands-on experience in founding, growing, and exiting multiple ventures—including the acclaimed Cheese Therapy—Sam offers actionable insights to help you: 90 Days With Sam Transition from operator to architect, freeing yourself from daily operations. Implement systems and processes that drive efficiency and scalability. Navigate the intricacies of buying or selling a business, ensuring optimal outcomes. Cultivate a leadership mindset that fosters team empowerment and autonomy. Enfuce Whether you're preparing to sell your business, considering an acquisition, or seeking to optimize your current operations, Built to Sell | Buy provides the tools and frameworks to make informed decisions and take decisive action. Each episode features real-world examples, expert interviews, and practical advice designed to challenge conventional thinking and inspire bold moves. Subscribe now to embark on a journey toward business freedom and discover how to build or buy a business that doesn't just survive—but thrives. For additional resources, templates, and to register for our exclusive webinar series, visit sampenny.com.

  1. 3D AGO

    Culture Branding: How to Build a Company That Moves 56x Faster — with Nader Safinya

    In this episode of Built to Sell | Built to Buy, host Sam Penny sits down with Nader Safinya, founder of Black Ribbit and creator of the Culture Branding™ methodology — a powerful framework that bridges brand, culture, and leadership to accelerate decision-making and deepen loyalty inside and outside organisations. Over two decades, Nader has worked across continents and industries to help businesses design cultures that live their values, not just print them on a wall. He reveals how aligning core beliefs across employees and customers can make decisions up to 56 times faster, boost retention, and drive measurable growth. From his multicultural upbringing to the birth of Black Ribbit and the development of the Culture Brand Filter — an AI-driven decision-making system — Nader shares how empathy, consistency, and design thinking can transform both company culture and bottom-line results. 🧠 Key Themes Covered 1. The Origins of a Culture Builder Growing up across Iran, Indonesia, France, and the US, Nader’s early life taught him to observe human behaviour and cultural dynamics. He credits his mother’s legendary parties — where CEOs and housekeepers mingled as equals — for teaching him the power of consistent treatment and emotional safety. 2. The Birth of Black Ribbit What started as a misread tattoo shop in Munich turned into a global agency name — and an ethos. Frogs, as Nader later discovered, symbolise empathy, transformation, and guidance across cultures. “It was fate — or as my mum would say, kismet,” he laughs. 3. Defining Your Core Values Before he could define company values, Nader had to define his own. After a decade-long personal transformation, he identified his three non-negotiables — reliability, compassion, and deliberate action — values that now underpin every decision at Black Ribbit. 4. What Is Culture Branding? Traditional branding focuses on customers. Culture Branding connects both sides of the business — employees and customers — through shared values and consistent experiences. It ensures that what companies say aligns with what they do. “Culture Branding bridges the gap between what companies say and what they do — by designing the customer and employer brand simultaneously.”5. The Culture Brand Filter The heart of the framework is a powerful AI-driven tool that helps organisations make values-based decisions at speed. “We had clients who’d been deliberating for 12 months and solved it in 12 minutes,” Nader explains.The tool ensures decisions align with three core values, increasing clarity, trust, and cohesion across teams. 6. Quantifying the Impact Culture Branding has delivered dramatic results: 56x faster decision-making96% increase in customer loyalty$2M saved in staff retention43% reduction in hiring costsYet the greatest ROI, Nader says, is time — “the one thing holding us back from becoming better humans.” 7. The Challenge of Implementation Despite its success, many companies hesitate to act. “It’s fear,” Nader admits. “They ask, ‘What do we get?’ — even as I show them the data. But what they’re really missing is the willingness to install the program, not just buy it.” 8. AI, Humanity, and the Future of Culture Nader warns that if businesses don’t integrate empathy and values into their systems now, “we risk becoming cattle to the machine.” “Culture Branding gives humans back time. It lets technology handle the monotonous so we can get back to being better humans.”9. Practical Steps for Leaders If you want to apply Culture Branding in your business this week: Look in the mirror — Ask yourself, “Would you want to work for you?”Ask your team and customers — “Why do you want to work here or buy from us?”Read your reviews — Identify what feedback is consistent, good or bad, and act on it.“Consistent behaviour elicits consistent responses. That’s how trust is built.”💬 Memorable Quotes “Consistent behaviour elicits consistent responses — and that’s the foundation of brand trust.” “Culture Branding designs the inside and the outside of your business at the same time.” “Time is the only thing holding us back from becoming better humans.” “If your values change with your product, you don’t have values — you have preferences.”🏁 Final Takeaway Aligning your brand and culture isn’t a marketing exercise — it’s a business accelerator. When your team and customers tell the same story about who you are, your company moves faster, makes better decisions, and becomes magnetic to the right people. Clarity of values leads to clarity in decisions — and clarity drives growth.🔗 Connect with Nader Safinya Website: blackribbit.comPodcast: Frog TalkLinkedIn: linkedin.com/in/nadersafinya

    1h 3m

  2. OCT 8

    Culture That Sells: Chris Dyer on Transparency, Trust & Remote Leadership

    When it comes to building a business people actually want to buy, it’s not just about profits — it’s about people. In this episode, Chris Dyer, bestselling author, culture consultant and former CEO of PeopleG2, joins Sam Penny to unpack how company culture directly drives performance, profitability and business valuation. Long before remote work became mainstream, Chris built one of America’s most recognised “Best Places to Work,” scaling a fully virtual company through the GFC and eventually selling it — all by putting culture first. From his Seven Pillars of Culture to radical transparency, and why he ditched one-on-one meetings for faster decision-making, this conversation reveals how culture isn’t soft — it’s a hard-edge advantage that creates enterprise value buyers can see and feel. In this episode: How Chris turned a struggling business during the GFC into an Inc. 5000 success storyWhy transparency (even sharing your P&L) boosts profitability and trustThe “Seven Pillars” that every great culture is built onHow to make remote and hybrid teams thrive — without losing connectionThe secret to “feed forward” instead of “feedback”The quiet quitting myth — and what’s really behind disengagementHow culture impacts valuation (and why buyers pay more for great teams)The meeting revolution: “Cockroach meetings,” “Tiger Teams,” and eliminating one-on-onesWhy the future of leadership depends on empathy, AI adaptability, and human-centred thinkingGuest bio: Chris Dyer is a global culture expert, keynote speaker, and bestselling author of The Power of Company Culture and Remote Work. As the founder and former CEO of PeopleG2, he built one of the world’s first fully remote companies, recognised seven years running as a Best Place to Work. Chris now helps leaders worldwide build transparent, high-performing, human-centred organisations that attract and retain top talent. 👉 Learn more at chrisdyer.com Follow Chris on LinkedIn: linkedin.com/in/chrispdyer7 On Instagram/TikTok: @chrisdyer Key takeaway A great culture isn’t a perk — it’s a multiplier. When you build transparency, trust, and meaningful connection into your business, you don’t just create happier teams — you build a company worth buying. Subscribe & share If this episode helped you rethink what really drives value in your business, share it with a fellow founder or leader. Subscribe to Built to Sell | Built to Buy wherever you listen to podcasts.

    52 min

  3. OCT 1

    Behaviour Drives Money: Hugh Massie on DNA Insights, Leadership, and Building Exponential Businesses

    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-awarenessThe story of how Hugh built DNA Behavior into a global platform impacting millionsWhy stress reveals your true wiring and how that impacts decision-making under pressureThe role of culture and behavioural alignment in maximising business valuationWhat it means to adopt an exponential mindset vs. incremental growthLessons from Hugh’s initiative Boys Without Fathers, and how mentoring shapes leadershipHow AI and technology are reshaping behavioural insights in businessThree practical steps you can take today to align your behaviour and moneyAbout 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: dnacare@dnabehavior.com Resources & Links Explore DNA Behavior insights: dnabehavior.com Connect with Hugh: dnacare@dnabehavior.com Follow Sam Penny and discover more episodes: sampenny.com

    1h 8m

  4. SEP 24

    Jim Penman: From a $24 Lawn-Mowing Gig to a Global Franchise Empire

    What does it take to turn a side hustle into a household name? For Jim Penman, it started with mowing lawns for twenty-four dollars a week — and grew into Jim’s Group, one of the largest and most recognisable franchise networks in Australia and beyond. In this conversation, Jim shares the story of how he built a brand that now stretches across more than 50 industries, why customer service has always been his non-negotiable, and the mindset that helped him grow from a single operator into a leader of thousands. But this isn’t just a business story. It’s a conversation about vision, persistence, and the courage to build something bigger than yourself. Jim opens up about: The leap from working solo to creating a scalable system.Why he believes strong values beat flashy marketing every time.The lessons he learned about resilience, delegation, and trust.How personal discipline and faith shape the way he leads.Whether you’re an aspiring entrepreneur, a leader steering a growing organisation, or simply someone fascinated by how ordinary people achieve extraordinary things, Jim’s story offers a rare window into the grit behind the growth. 👉 If you enjoy this episode, you might also love my other podcast Why’d You Think You Could Do That?, where I explore the stories of people who attempt the extraordinary and say yes to the impossible. Find it on Apple, Spotify, or at sampenny.com/brave.

    1h 3m

  5. SEP 15

    From Rock Bottom to Exit: John Williamson’s Journey with Construct Health

    What does it take to build a company, nearly lose it twice, and still walk away with a successful exit? In this episode, Sam Penny sits down with John Williamson, founder of Construct Health. John grew his physiotherapy business to 40 staff, faced near-bankruptcy during the mining downturn, and ultimately rebuilt, restructured, and sold his company to a national group. Along the way, he discovered that resilience isn’t just about spreadsheets and strategy — it’s about daily habits, tough conversations, and choosing to keep turning up when everything inside you wants to quit. Whether you’re an owner thinking about your exit, or a buyer wanting to understand what it really takes behind the numbers, this conversation is packed with lessons you won’t want to miss. What You’ll Learn in This Episode Why cash flow discipline matters more than revenue in high-growth businesses.How acquisitions can quickly turn toxic — and what to watch out for in due diligence.The mental and physical habits John used to survive the darkest entrepreneurial moments.How he restructured his business, repaid debts, and rebuilt trust with staff and stakeholders.What it really feels like to walk away after 17 years when you finally sell your company.Quotes from John “I didn’t know if I could do it or not, but I knew I was going to keep turning up.”“Even when you’re growing fast, cash flow is an issue. I learned that the hard way.”“Sometimes survival isn’t about brilliance — it’s about refusing to walk away.”Resources & Links Connect with John Williamson on LinkedIn Learn more about his new venture: Unventured.life (coming soon)Like What You Hear? This episode was originally recorded for Sam’s other podcast, Why’d You Think You Could Do That? — a show about ordinary people doing extraordinary things. If you want more stories of bravery and resilience, follow it wherever you get your podcasts. And don’t forget to subscribe to Built to Sell | Built to Buy so you never miss an episode on maximising value, preparing for exit, and buying businesses the smart way.

    1h 10m

  6. AUG 27

    The Art of the Exit: How to Sell Smart and Buy Right with Broker Nathan Hulls

    What does it really take to sell your business for the best possible price—or to buy one without getting burned? In this episode of Built to Sell | Built to Buy, I sit down with Nathan Hulls, a seasoned business broker and exit advisor with Link Business Brokers. Nathan’s journey spans from starting his first lawn mowing business at 12, to running companies across tech, retail, and fitness, and now guiding business owners and buyers through the high-stakes world of acquisitions. With his unique blend of real-world business ownership and brokerage expertise, Nathan reveals: Why being “exit ready” matters more than wanting to exit—and how to prepare your business years before you sell.The psychology of the deal: how motivation, storytelling, and empathy shape both buying and selling outcomes.The biggest mistakes sellers make (and how to avoid becoming a “dumpster fire” listing).How buyers can protect themselves—from red flags in due diligence to spotting when emotions cloud judgment.Why culture and fit can outweigh the financials in making a business sale stick.The one surprising sale that smashed expectations—going from a $5M appraisal to a $12M deal.Whether you’re a business owner eyeing an exit or a buyer chasing your dream acquisition, Nathan breaks down the numbers, systems, and human factors that truly drive value. 👉 If you’re planning to sell in the next 12 months, his number one piece of advice could save you years of regret. 👉 If you’re buying your first business, his due diligence checklist will keep you from making an emotional mistake. 🔑 Key Takeaways Exit success starts with preparation—years before you plan to sell.Buyers don’t just buy profit; they buy confidence in the future.Culture, systems, and owner-independence drive valuation far beyond the P&L.The right broker doesn’t just list a business; they connect people, stories, and strategies.📬 Connect with Nathan Hulls LinkedIn: Nathan Hulls Email: nathan.hulls@linkbusiness.com.auIf you want to work directly with Sam, head to sampenny.com/action

    53 min

  7. AUG 25

    How to Navigate the Deal Without Getting Burned

    Buying a business isn’t just about reviewing a P&L and signing a contract. Too many investors discover after settlement that they’ve inherited hidden problems—missing systems, staff departures, or a culture that doesn’t fit. In this episode, Sam Penny (aka The Impossible Guy) breaks down the biggest risks buyers face, how to spot them early, and the safeguards you need to put in place so you don’t get burned. Sam shares real-world deal stories, the key questions every buyer should be asking, and the practical protections that separate smart acquisitions from costly mistakes. If you’re planning to buy a business in the next 12 months—or you’ve got one on the radar right now—this session will give you the foresight and tools to take ownership with confidence. What You’ll Learn in This Episode The four core risks that derail business purchases: overstated performance, key person departures, undocumented systems, and cultural mismatch.How to test assumptions during due diligence instead of discovering problems post-settlement.The questions that reveal hidden weaknesses, including:“What are your biggest operational vulnerabilities right now?”“Who are the three most critical people in the business and what keeps them here?”“What would a worst-case first 90 days look like?”Red flags in seller behaviour that signal deeper problems.How to protect yourself with smart deal structures: transition plans, retention clauses, escrow/earn-outs, and SOP handover.A real-world example of a buyer who uncovered undisclosed staff resignations—and saved six figures by renegotiating.Resources & Next Steps 📋 Download the DealSafe Toolkit – includes a due diligence checklist, key buyer questions, and a transition plan template.🎯 Book a Strategy Session with Sam – review your deal and test assumptions before you sign: sampenny.com/chat🎙️ Keep building your skills with the Built to Sell | Built to Buy Podcast – practical lessons from real-world deals.Podcast Exclusive!If you want to work 1:1 with Sam, a small number of spots are available for his loyal podcast listeners. Visit sampenny.com/action to take up this great offer. Next Episode Teaser In the next session, Sam dives into one of the most overlooked aspects of acquisitions: intangible assets. Learn how to identify, value, and leverage intellectual property, brand equity, customer data, and proprietary processes—the hidden drivers of valuation and growth. Click here to view the episode transcript.

    18 min

  8. AUG 20

    The Broker’s Checklist: 10 Things to Do Before You List Your Business: With Sally Stuart

    Selling your business isn’t something you decide on Monday and complete by Friday — it’s a strategic, multi-step process that can take 12 months, 18 months, or even years to get right. In this episode of Built to Sell | Built to Buy, host Sam Penny sits down with returning guest Sally Stuart, one of Australia’s top business brokers specialising in healthcare, allied health, aged care, and NDIS businesses. Together, they go list-to-list, comparing their Top 10 Must-Do Items before taking a business to market. From the broker’s vantage point to the business coach’s perspective, you’ll hear where they agree, where they differ, and how each point can significantly impact your sale price. What You’ll Learn in This Episode: Why defining your reason to sell should be the very first step.The role of professional valuations — and why “what you think it’s worth” isn’t enough.How to clean up your financials and avoid scaring off buyers.Legal and compliance essentials that can derail a sale if ignored.Documenting your SOPs to increase value and reduce risk.The dream team of advisers you need before you go to market.Marketing materials that make your business irresistible — including the IM and pitch deck.Identifying and resolving key person and operational risks.Why removing owner dependency opens the door to more buyers.Managing employee and customer impact for a smooth transition.Why Listen? If you’re a business owner even thinking about selling in the next 2–3 years, this episode could be worth hundreds of thousands of dollars to you. Sam and Sally unpack practical, actionable strategies you can start implementing today to boost your valuation and make your business irresistible to the right buyer. Connect with Sally Stuart: LinkedIn: Sally StuartEmail: sally.stuart@linkbusiness.com.au | sally.stuart888@gmail.comPhone: 0437 082 045Resources & Links: Follow the podcast so you don’t miss the next episode.Download both Sam’s and Sally’s checklists from this episode to start preparing your own sale-ready blueprint -> CLICK HEREWant to work 1:1 with Sam? Exclusive coaching for podcast listeners: CLICK HERE

    41 min
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Unlock the secrets to building, buying, and selling businesses that thrive without you. Join Sam Penny, renowned entrepreneur, adventurer, and Coach for the Brave, as he delves into the strategies that empower business owners to scale operations, enhance valuations, and achieve true independence. Drawing from over 25 years of hands-on experience in founding, growing, and exiting multiple ventures—including the acclaimed Cheese Therapy—Sam offers actionable insights to help you: 90 Days With Sam Transition from operator to architect, freeing yourself from daily operations. Implement systems and processes that drive efficiency and scalability. Navigate the intricacies of buying or selling a business, ensuring optimal outcomes. Cultivate a leadership mindset that fosters team empowerment and autonomy. Enfuce Whether you're preparing to sell your business, considering an acquisition, or seeking to optimize your current operations, Built to Sell | Buy provides the tools and frameworks to make informed decisions and take decisive action. Each episode features real-world examples, expert interviews, and practical advice designed to challenge conventional thinking and inspire bold moves. Subscribe now to embark on a journey toward business freedom and discover how to build or buy a business that doesn't just survive—but thrives. For additional resources, templates, and to register for our exclusive webinar series, visit sampenny.com.

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