Independence by Design

Ryan Tansom
  • 5.0 (25)
  • ENTREPRENEURSHIP
Independence by Design

Independence by Design™ is a podcast for growth-oriented business owner-operators looking for a proven framework to break free from the day-to-day grind and design a business that generates sustainable cash flow and builds equity value, giving them the freedom to do more of what they love. Hosted by Ryan Tansom, who turned around and sold his family business in an eight-figure deal, the show and the Independence by Design™ Framework draw from over a decade of hard-earned lessons. With over 400 podcast episodes (episodes before 400 on YouTube), hundreds of speaking engagements, and guiding over 1,500 owners through his workshops, Ryan brings expertise from being in the trenches. While countless systems help us "work in" the business, few focus on how to "work on" the business and truly “win” the game of ownership. The IBD™ Framework’s three steps—understand the game, choose your game, and play the game—organize each episode and guest discussion to help you create more independence over your time, cash flow, and equity. Whether you're feeling stuck or ready to elevate your business ownership, this podcast equips you with the strategies to align your business with your life goals and maximize the full potential of your ownership.

  1. 3 DAYS AGO

    #417: Mastering Profitability in a Professional Services Firm with Marcel Petitpas

    In this episode of Independence by Design™, I sit down with Marcel Petitpas, a visionary in operational clarity and profitability for professional services. Marcel's journey as the CEO of Parakeeto has been marked by solving one of the most complex puzzles in professional services—mastering profitability through operational data. We explore his personal story, dive deep into the challenges of scaling service businesses, and uncover practical insights that any owner-operator can use to create scalable, profitable growth.  Marcel shares actionable frameworks for understanding and improving delivery margins, aligning operations and finance, and transitioning from operator to strategic leader. Whether you’re stuck in the weeds of your agency or looking to build a business that works for you, not the other way around, Marcel’s insights will give you the clarity and tools to design independence and unlock sustainable cash flow.  Marcel Petitpas is the CEO and Co-Founder of Parakeeto, a software and consulting firm that helps agencies and professional services firms improve their profitability. With a passion for financial clarity and operational excellence, Marcel has worked with businesses around the globe to align their operations and finance for sustainable growth. As the host of the Agency Profit Podcast, Marcel shares his insights with thousands of listeners every month, making him a trusted thought leader in the professional services space.  Chapters:   (00:00) Intro - Marcel Petitpas’ journey  (05:30) Scaling professional services firms, transitioning from traditional to outcome-based service models, profitability killers  (15:00) Tackling financial puzzles in service-based business models, how to identify and fix utilization problems  (22:33) Aligning operations and finance for success, ensuring company-wide alignment on KPI's, metrics and business models  (31:00) Business model and forecasting for success, utilizing plans and data for business performance insights, shared delivery expenses  (43:11) Evaluating pricing models based on client value and risk, understanding delivery margin for profitability, choosing the right pricing model in the pricing quadrant  (0:54:11) Evolving professional service pricing models, adapting pricing strategies for evolving project requirements, sprints and deliverables, transitioning from time and materials to defined pricing models  (01:02:00) Capacity forecasts and staffing alignment, balancing staffing with project demands for profitability  (01:07:00) Marcel’s vision for the future of Parakeeto, professional services, and planned books, final thoughts  Share with the owner/operators you know!    Ryan Tansom is a seasoned entrepreneur, speaker, and the founder of Independence by Design™, a transformative ownership framework for growth-oriented business owners. After turning around and selling his family business in an eight-figure exit, Ryan spent over a decade dissecting the lessons learned from his journey. His mission is to help other business owners avoid the pitfalls he encountered by providing them with the tools and knowledge to align their business operations with their personal and financial goals.  With a deep understanding of the challenges faced by owner-opera...

    1h 22m

  2. NOV 21

    #416: Behind the Curtain: How Ultra-Wealthy Families Manage Their Business Assets with Brandon Henry

    In this episode of Independence by Design™, I have a fascinating discussion with Brandon Henry, who works closely with billionaires and ultra-high-net-worth families as part of a family office. This conversation is invaluable for owner-operators running middle-market companies, offering a glimpse into the world of sophisticated wealth management and how even the wealthiest families are navigating challenges. Brandon's insights highlight that you don’t need to have everything figured out right away, and that even those at the top are still trying to professionalize ownership and create strategic options.   We explore how these ultra-wealthy families wrestle with decisions that are just as complex as those faced by smaller businesses and why professionalizing ownership isn't just for billionaires. Brandon shares the key differences between financial capital (like tax, legal, and investment strategies) and family capital (managing dynamics and decision-making), and how the best families learn to separate operating the business from owning the asset. This episode provides practical takeaways on how to think about your business as a strategic asset, improve your decision-making, and create optionality for your future.  Brandon Henry is a seasoned wealth advisor and governance strategist specializing in helping ultra-high-net-worth families and first-generation entrepreneurs master the complexities of family business, estate planning, and capital allocation. With a deep understanding of financial capital and family dynamics, Brandon works at the intersection of ownership strategy and wealth management to help families achieve generational independence. Chapters:   (00:00) Intro of guest Brandon Henry  (07:10) Financial Capital vs. Family Capital  (12:45) Why Professionalizing Ownership Is Crucial, Maximizing Options for Family Ownership, Family Office Complexity  (20:05) Understanding Financial Statements and Ownership Framework  (26:14) Improving Decision Making With Three Statements, Aligning Business and Family Goals  (32:15) Valuations, Estate Planning & Taxes, and Understanding Risk, Wealth Building Through Risk Management  (46:19) Navigating Ownership and Succession Planning  (57:44) Mapping Family Ownership Strategy, Entrepreneurial Parents and Future Opportunities  (1:00:00) Final Thoughts and Key Takeaways  Share with the owner/operators you know!  Ryan Tansom is a seasoned entrepreneur, speaker, and the founder of Independence by Design™, a transformative ownership framework for growth-oriented business owners. After turning around and selling his family business in an eight-figure exit, Ryan spent over a decade dissecting the lessons learned from his journey. His mission is to help other business owners avoid the pitfalls he encountered by providing them with the tools and knowledge to align their business operations with their personal and financial goals.   With a deep understanding of the challenges faced by owner-operators, Ryan developed Independence by Design™ to empower owner-operators to create sustainable cash flow, grow their company’s equity value, and achieve true independence. He has shared his insights on hundreds of stages, including Vistage, EO, and industry associations, and has reached over 500,000 listeners through his podcast.  Ryan is passionate about...

    1h 10m

  3. NOV 14

    #415: Everyone Gets Punched in the Face: A Framework for Planning with Tom Walker

    In this episode, I sit down with Tom Walker, a financial strategist who’s all about connecting the big picture to the details—uncovering hidden constraints, planning for the unexpected, and transforming companies into resilient, wealth-generating assets. Tom brings a no-nonsense approach to planning, not to predict every outcome, but to create a framework that withstands the inevitable punches every business faces.   We center our conversation around what it truly means to own a business that provides cash flow and equity growth, giving you the ability to make smart, clear-headed decisions regardless of market conditions. We also dive into why so many business owners get frustrated with planning, often getting tangled up in short-term thinking and daily pressures that can cloud their vision.   Together, Tom and I break down the steps to building independence, including a close look at using your business as a tool for long-term wealth that doesn’t rely solely on your labor. It’s about decoupling your time from cash flow, creating a business that serves you—giving you control and flexibility, rather than the other way around.   Tom Walker is a financial and economic advisor with decades of experience across agriculture, manufacturing, and family businesses, Tom specializes in helping owners move beyond the day-to-day grind to see the big picture. His approach combines strategic planning, cash flow management, and a passion for teaching others how to protect their independence. Tom’s clients value his no-nonsense perspective on what it takes to survive—and thrive—in an unpredictable economy.   Chapters:   (00:00) Intro of guest Tom Walker, discussing the need for strategic planning in business, preparedness vs. prediction  (09:59) Navigating market conditions in agriculture and manufacturing, understanding constraints and building a better base case, the impact of economic changes on large-scale farms  (17:00) Ownership thinking, cash flow, finding safe harbor as a business owner, outgrowing the “money printer” and protection against inflation  (25:00) Creating flexible frameworks to handle economic volatility, aligning your vision and team with a long-term playbook  (31:17) ‘Tail hedge’ mentality and asset valuations, using financial data to pivot when things go sideways  (39:15) Cash flow and financial trickery, surviving industry volatility, importance of working capital  (46:39) Discipline and financial planning, long-term planning compared to maintaining a healthy lifestyle, core principles of capitalism, sustainable cash flow and return on asset value  (52:00) Ryan’s family business history, experiences with the banking sector   (58:41) Evaluating business strategies and cycles in manufacturing, farming, etc.  (1:05:00) Closing thoughts, looking at the future, the game of capitalism  Share with the owner/operators you know!  Ryan Tansom is a seasoned entrepreneur, speaker, and the founder of Independence by Design™, a transformative ownership framework for growth-oriented business owners. After turning around and selling his family business in an eight-figure exit, Ryan spent over a decade dissecting the lessons learned from his journey. His mission is to help other business owners avoid the pitfalls he encountered by providing them with the t...

    1h 8m

  4. NOV 7

    #414: How to Navigate a Third-Party Sale with an Investment Banker with Adam Webb

    Demystify what it means to prepare for a third-party sale and how an investment banker can be a game-changer in that process. For owners weighing their exit options, Adam shares insights on how to gauge your business’s market value from a third-party buyer’s perspective—highlighting what you need to know about valuations, strategic buyer selection, and why timing is key. Watch on YouTube We dive into the importance of building a relationship with an investment banker early, giving you a view of the market and your potential valuation while still focused on growth. Adam discusses the specific criteria buyers consider, how to differentiate between passive and active sales strategies, and why choosing the right intermediary can make or break your outcome. He explains how curated buyer lists, customized marketing materials, and understanding cash flow quality all play crucial roles in positioning your business for maximum value.  If you’re ready to think strategically about a potential third-party sale—whether that’s next year or five years down the line—this episode will guide you through the details of market preparation, partner selection, and the steps that ensure your hard-earned business value is fully recognized.  Adam Webb is a Partner at Quazar Capital Corporation, an investment bank specializing in M&A advisory for middle-market businesses. With years of experience and completing over 60 transactions, he helps business owners maximize their exit value selling to third-party buyers (PE Firms and Strategics). Adam has a reputation for bringing a strategic, data-driven approach to the complex M&A landscape. His insights on valuation, timing, and market positioning make him a sought-after advisor for business owners ready to take control of their futures.  Chapters:    (00:00) Intro to Adam Webb and Quazar, insights into middle market mergers and acquisitions  (10:16) Active vs passive buyer sourcing techniques, comparing listing sites with active marketing strategies  (18:51) Complexities of deal structuring, buyer-seller expectations and deal structures  (30:00) Importance of storytelling in business transactions, proving business value through effective storytelling  (40:40) Strategic financial planning for businesses, aligning financial plans with strategic business goals  (44:45) Timing considerations for selling a business, analyzing market conditions and personal goals for sales, managing post-sale expectations with different buyer types  (53:28) Retirement challenges for baby boomer business owners, addressing realistic business valuations for retirement  (1:03:30) Conducting regular financial reviews, importance of regular PE-style financial evaluations, EOS planning meetings  (1:09:53) Private equity investment strategies, differences in platform and add-on investment approaches  (1:23:24) Closing thoughts, get in touch with Adam  Share with the owner/operators you know!  Ryan Tansom is a seasoned entrepreneur, speaker, and the founder of Independence by Design™, a transformative ownership framework for growth-oriented business owners. After turning around and selling his family business in an eight-figure exit, Ryan spent over a decade dissecting the less...

    1h 26m

  5. OCT 31

    #413: From GameStop to Kinko's: Gary Kusin on Building, Scaling, and Creating Legacy Businesses

    In this episode of Independence by Design™, I sit down with Gary Kusin—an entrepreneur who built some of the most recognizable brands in the world, including GameStop and Kinko’s. Gary's incredible journey, from starting Babbage’s (which became GameStop) to leading Kinko’s to a billion-dollar sale to FedEx, is packed with lessons on scaling businesses, transitioning leadership, and maintaining company culture.  Watch on YouTube We explore Gary's principles of leadership, his approach to mentorship, and how he helped align operations with the ownership's goals to achieve long-term value creation. Gary dives into how he balanced entrepreneurship with large-scale corporate leadership, shares why empathy and open communication are critical, and talks about the transition from founder-led businesses to strategic ownership.  If you're a business owner or operator who feels stuck in the weeds of day-to-day operations, this conversation will give you actionable steps to begin your own transformation. Gary’s experience aligns perfectly with the Independence by Design™ Framework, showing how owners can scale their businesses, create sustainable cash flow, and build a legacy without being trapped by the daily grind.  Gary Kusin is a serial entrepreneur and business leader, best known for co-founding GameStop and leading Kinko's through a massive growth phase before its acquisition by FedEx. Over his career, Gary has built and scaled multiple companies, mentored countless leaders, and distilled his insights into six core leadership principles that have guided his success. His upcoming book, Always Learning, is a deep dive into the lessons he’s learned on building businesses and developing teams that thrive. Chapters:   (00:00) Gary Kusin shares his leadership principles and mentoring approach, his journey from Texarkana to GameStop   (05:39) Harvard Business School, unexpected career path, co-founding GameStop   (13:00) Early days of GameStop, educating customers about video games, loyal fanbase, Wall Street challenges, maintaining relationships  (19:00) Leadership's role in implementing a strategic turnaround, prioritizing trust, transparency, and open communication, leading to increased profitability and engagement  (22:00) Building Team Culture: The importance of team buy-in, autonomy, and why "command and control" doesn’t work in every business, importance of empathy and communication for long-term success.  (35:00) Thoughts on nurturing future leaders and creating a culture of ownership, Transformative leadership journey, hands-on management, high aspirations, hiring leaders with CEO potential, inclusive company culture, open communication, trust, recognizing diversity and privilege.  (45:00) Foundational principles, clear communication, and empathy are crucial for a healthy work environment and team dynamics.  (54:54) Transformative journey of navigating toxic workplaces, lessons from mentors, fostering supportive cultures, and making tough decisions with transparency and accountability.  (1:06:00) Final Thoughts: Gary's advice for owners who want to scale and create lasting value without losing their identity.  Share with the owner/operators you know!  Ryan Tansom is a seasoned entrepreneur, speaker, and the founde...

    1h 9m

  6. OCT 24

    #412: Revenue Predictability & Strategic Marketing Tied to Valuation Growth with Shiv Narayanan

    In this episode of Independence by Design™, I sit down with Shiv Narayanan, founder of How to SaaS, to uncover the core strategies behind scaling a business through strategic marketing and revenue predictability. Shiv’s deep experience in the private equity space and his work with founder-led companies offers actionable insights for owners looking to make their businesses more attractive to investors—or simply run them more profitably with greater financial predictability. Watch on YouTube Shiv and I explore how aligning marketing, sales, and operations with clear, measurable KPIs can transform not only your company’s growth trajectory but also your journey from being an operator to becoming a strategic owner. We dive into how you can productize your offering, create sustainable cash flow, and maximize your company's equity value—all crucial elements of the Independence by Design™ Framework.  Shiv Narayanan is the Founder and CEO of How To SaaS, a marketing strategy consulting firm specializing in helping Private Equity investors and B2B companies maximize enterprise value. As an advisor, consultant, and fractional CMO, he has generated hundreds of millions in value through innovative marketing and demand generation strategies. A two-time bestselling author, Shiv's books—*Post-Acquisition Marketing* and *Exit-Ready Marketing*—offer frameworks for PE investors and founders to enhance growth and valuation. Previously, he served as CMO of Wild Apricot, which was successfully acquired in 2018.   Chapters:   (0:00:00) Introduction of Shiv Narayanan, insights on marketing strategies for PE firms    (0:10:54) Transitioning from owner-operator to prioritizing ownership duties   (0:14:11) Importance of building predictable revenue streams for success    (0:27:35) Developing strategic plans to acquire customers in PE context   (0:36:36) Entrepreneurs need financial literacy, strategic thinking, and unique value propositions to succeed in business    (0:47:04) Organizational clarity, strategic resource allocation, and revenue predictability are crucial for business success and potential acquisition  (0:53:00) Shiv's book Exit Ready Marketing is a good place to start  Share with the owner/operators you know!  Ryan Tansom is a seasoned entrepreneur, speaker, and the founder of Independence by Design™, a transformative ownership framework for growth-oriented business owners. After turning around and selling his family business in an eight-figure exit, Ryan spent over a decade dissecting the lessons learned from his journey. His mission is to help other business owners avoid the pitfalls he encountered by providing them with the tools and knowledge to align their business operations with their personal and financial goals.  With a deep understanding of the challenges faced by owner-operators, Ryan developed Independence by Design™ to empower owner-operators to create sustainable cash flow, grow their company’s equity value, and achieve true independence. He has shared his insights on hundreds of stages, including Vistage, EO, and industry associations, and has reached over 500,000 listeners through his podcast.  Ryan is passionate about helping business owners get unstuck from the day-to-day grind and design a business that serves their life, not the other way around....

    58 min

  7. OCT 17

    #411: Mastering the Art of Pricing: How to Charge What You’re Worth with Casey Brown

    In this episode of Independence by Design™, I sit down with pricing expert Casey Brown, founder of Boost Pricing, to dig deep into one of the biggest pain points for business owners: pricing. Casey breaks down the psychological barriers that often keep us stuck—mainly fear—and shows how we can shift from defensive pricing to a confident, value-driven strategy. We talk about how to approach price objections, avoid unnecessary discounts, and make sure we’re getting paid what we’re worth. Watch on YouTubeCasey also shares practical insights on how professional services businesses can move away from hourly billing and adopt value-based subscription models. Whether you’re struggling with price pushback, want to increase your margins, or need to gain the confidence to raise your rates, this conversation is packed with actionable takeaways to help you master pricing and boost your bottom line.  Casey Brown is a pricing expert and founder of Boost Pricing. With over 25 years of experience, she has helped thousands of businesses increase their profitability through smarter pricing strategies. Her focus is on empowering leaders to price confidently and capture the full value of their services. Casey is a sought-after speaker and consultant who has worked with organizations across many industries to help them stop leaving money on the table.   Chapters:   0:00 – Introduction and Casey’s background, the art and science of pricing, emphasizing mindset and setting clear goals for business success  04:06 – The psychology behind pricing: fear vs. confidence  12:17 – Understanding market value and data-driven pricing strategies are crucial for businesses to find their pricing ceiling and manage risk  17:09 – Value-based pricing for professional services: shifting from hourly billing to subscription models  28:00 – Trust and value are key in differentiating service providers, achieved through consultative selling, education, and effective communication  41:00 – Simplifying pricing strategy and options, perceived value, clear messaging, predefined packages, balancing knowledge and execution, speed in proposals, and repeatable pricing framework  50:56 – Negotiating discounts and pricing strategy, cautious approach to discounts, understanding contribution margin, leveraging customer pushback for dialogue  59:00 – Trust, pricing strategies, and timing of adjustments are crucial in business operations and understanding underpricing's true cost  1:09:00 – The Sherman Act, understanding financial metrics and fair pricing is crucial for companies to avoid legal issues and build trust with customers  1:14:00 –  Mapping pricing power, negotiation tactics and mindset change for financial success, pricing power empowers sales teams  01:24:00 – Final Thoughts: Valuing and compensating excellent work, demanding fair prices, and appreciating high-quality work are important for justice  Share with the owner/operators you know!  Ryan Tansom is a seasoned entrepreneur, speaker, and the founder of Independence by Design™, a transformative ownership framework for growth-oriented business owners. After turning around and selling his family business in an eight-figure exit, Ryan spent over a decade dissecting the lessons...

    1h 25m

  8. OCT 10

    #410: Q3 2024 Economic and M&A Update with ITR Economics, ButcherJoseph, and Walker Insights

    In this special Quarterly Economic and M&A Update, I’ve pulled together three powerful conversations to help you, the owner-operator, navigate the current economic landscape and make smarter decisions for your business. We’ll start with Brian Beaulieu from ITR Economics, who provides a detailed breakdown of inflation, interest rates, and how the economy might shift in 2025. Then, Jeff Buettner from ButcherJoseph shares critical insights into M&A trends, offering practical advice on how to position your business for growth through strategic acquisitions. Finally, I wrap up with Tom Walker, where we discuss how to manage capital effectively, handle debt, and plan for long-term wealth creation in today’s complex financial environment.   Watch on YouTubeIf you’re focused on growing your business while staying ahead of economic challenges, this episode gives you actionable strategies to think and operate like a capital allocator.  Chapters:   00:00 - Introduction - A quick overview of what to expect from this quarterly update and why it's critical for owner-operators right now  02:05 - Segment 1: Economic Forecast with Brian Beaulieu (ITR Economics), Inflation isn’t going away soon, but understanding the trends helps you prepare  08:32 - Don’t wait for interest rate cuts—start positioning your business today - 2025 offers growth potential if you’re prepared to act when the market turns  12:23 - Financial resiliency analysis - financial forecasting and business strategy  23:34 - Owner-operators in Ryan’s workshops   25:00 -  Don’t expect the government to help you in the next political cycle  Business leadership and future planning Economic trends and market activity  28:00 - Segment 2: M&A Trends with Jeff Buettner (ButcherJoseph), watching the Fed and their moves  33:00 - Rising interest rates are a challenge, but they’re also slowing down your competition—use that to your advantage, asset-heavy industries are seeing more deal flow, so positioning your company for growth through M&A is critical  37:00 - Flexible Deal Structures for Business Owners - Strategic buyers are on the hunt—find out how to make your business attractive for acquisition  41:00 - Acquisition strategies for business owners, positioning your company for the future, strategic business valuation and planning  52:39 - ESOPs and personal guarantees  55:40 -  Assess whether your business is ready for a strategic acquisition or if you should be on the lookout for options to increase value  1:11:36 - Segment 3: Strategic Capital Allocation with “fractional CFO” Tom Walker of Walker Insights  1:14:00 - Navigating financial uncertainty, oversimplifying, low interest rates foster bad decisions  1:20:02 - Farmland data, investment trends and challenges, renting farmland  1:25:21 - How will we return to “normalcy”? Potential debt defaults, navigating economic uncertainty in agriculture  1:34:00 -  What to watch in the economy  Share with the owner/oper...

    1h 40m
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5
out of 5
25 Ratings

About

Independence by Design™ is a podcast for growth-oriented business owner-operators looking for a proven framework to break free from the day-to-day grind and design a business that generates sustainable cash flow and builds equity value, giving them the freedom to do more of what they love. Hosted by Ryan Tansom, who turned around and sold his family business in an eight-figure deal, the show and the Independence by Design™ Framework draw from over a decade of hard-earned lessons. With over 400 podcast episodes (episodes before 400 on YouTube), hundreds of speaking engagements, and guiding over 1,500 owners through his workshops, Ryan brings expertise from being in the trenches. While countless systems help us "work in" the business, few focus on how to "work on" the business and truly “win” the game of ownership. The IBD™ Framework’s three steps—understand the game, choose your game, and play the game—organize each episode and guest discussion to help you create more independence over your time, cash flow, and equity. Whether you're feeling stuck or ready to elevate your business ownership, this podcast equips you with the strategies to align your business with your life goals and maximize the full potential of your ownership.

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