DecaMillionaire Decoded
- Episodios
- 683
- Se publica
- cada semana
- Último episodio
- 9 Nov 2026
Sobre el podcast
DecaMillionaire Decoded is hosted by Justin Goodbread. Each episode brings you people who have built a business, scaled it, and exited it, plus the coaches who help owners do that work. The goal is a business worth $10 million or more in enterprise value. This is real life from the trenches, not theory. New episodes Monday and Thursday. Apply to be a guest: https://www.decamillionairedecoded.com/ Work with Justin: https://relentlessvaluecoaching.com/ Educational only. Get advice for your own situation.
Episodios 683
Why Charging More Helps You Close More Premium Clients
Owners who undercharge lose more than margin: they lose belief, and premium clients notice. Justin Goodbread explains the Pricing Vortex, drawing on his early landscaping days and scaling an eight-figure …
Notas del episodio
Owners who undercharge lose more than margin: they lose belief, and premium clients notice. Justin Goodbread explains the Pricing Vortex, drawing on his early landscaping days and scaling an eight-figure advisory practice.
In this episode: Justin opens with a story from his early years in the financial industry. He had just charged $3,500 for a financial plan when a 30-year veteran walked into his office, did the hourly math, and asked how anyone would pay that. The veterans around him had more credentials and more experience. What they could not do was charge a premium, and Justin explains that the difference was a belief he had settled before any prospect sat down.
That belief came from a landscape company he started at 15. He drew designs by hand on vellum at a drafting table and learned that homeowners would pay to be walked through the decisions, not just to buy plants. He brought the same thinking to advisory work. From there he lays out the Pricing Vortex: owners who believe they must stay cheap end up undercharging, resenting the work, delivering a flat experience, and getting cheap referrals, which confirms the original belief. Owners who charge a premium serve with gratitude, over-deliver, and earn premium referrals.
He closes with proof from his own coaching program, priced at roughly 135% of comparable programs, capped at 50 people, sold with no sales calls, sold out for seven straight months, and home to five clients who doubled their company's valuation in under 18 months.
What you'll learn:
- Why fee confidence, not credentials, decides whether you can charge a premium
- How the Pricing Vortex turns undercharging into resentment and weak referrals
- What a teenage landscape business taught Justin about selling the experience
- Why premium clients look for premium fees
- Power move 1: audit the prospect instead of auditioning for the account
- Power move 2: offer two prices separated by who leads the relationship
- Power move 3: price the whole job if you call yourself a fiduciary
- Power move 4: withhold the plan until there is an engagement
Key takeaways and quotes:
- "If they want a discounted fee, they're not a premium client."
- Most professionals will not charge a premium because they have not built a way to deliver a premium outcome.
- Quote your full fee in your next prospect meeting. If it gets rejected, look at how you attract and convert, not at the number.
Who this episode is for: service business owners and financial advisors searching for how to raise prices, stop competing on fees, and attract premium clients without discounting.
Resources mentioned: Premium Pricing Audit, from Relentless Value Coaching
Owners who raised prices and won better clients can apply to share their story: https://www.decamillionairedecoded.com/ If you advise business owners and want the full system behind this kind of fee confidence, the Million Dollar Advisor training walks through it: https://youtu.be/84rh5RNuvvM Relentless Value Coaching helps advisors build pricing they can quote without flinching: https://relentlessvaluecoaching.com/
Keep the Next Generation as Clients: Why Heirs Leave
Owners who serve families: the next generation often walks the day they inherit, unless you plan for them. Justin Goodbread tells the story of a client he calls Mark and a daughter he calls Casey, and lays out …
Notas del episodio
Owners who serve families: the next generation often walks the day they inherit, unless you plan for them. Justin Goodbread tells the story of a client he calls Mark and a daughter he calls Casey, and lays out a lifetime client journey.
In this episode: You can grow a client's $500,000 rollover into $5 million over 20 years, hug their daughter at the review meeting, and still watch the money leave the day she inherits it. Justin tells the story of a client he calls Mark and a daughter he calls Casey. Two years into his RIA journey he lost a sizable inherited account, and it changed how he built every practice after that.
His argument is that this is not a referral problem or a market problem. It is a visibility problem. Most firms show prospects the same process page: data gathering, goals, plan, review. A client's kids are in a different decade of life with different problems, and they never see your firm as the one that solves them. Justin walks through what people face in their 20s, 30s, 40s, and beyond, and the life complexity curve that rises through the working years and falls after retirement and exit.
He then shares how he built a lifetime client journey for premium clients, including a small five-person practice that hosted a state of the firm dinner for clients and their families and covered the cost with the new client revenue it brought in. He ends with a first client who trusted him with $60,000 and whose family he went on to serve across three generations.
What you'll learn:
- Why heirs leave the professional who built their parents' wealth
- Why referrals should be the cherry on top, not the plan
- The difference between a process and a lifetime client journey
- What clients need in each decade, from their 20s to their 80s
- How the life complexity curve shapes what you offer
- Step 1 and 2: map every decade and build a strategy for each
- Step 3: invite the next generation with a state of the firm event
- Step 4 and 5: assign team members to each stage and track referrals by age
Key takeaways:
- The next generation leaves because it never sees your firm solving its own problems.
- Put yourself in your clients' shoes through the decades before and after their own stage of life.
- Track referrals by age and direction, up to parents and down to children, to see whether the journey is working.
Who this episode is for: owners of service firms, financial advisors, and RIA owners searching for client retention, next generation clients, and how to keep assets through the great wealth transfer.
Advisors serving three generations of the same family can apply to be a guest: https://www.decamillionairedecoded.com/ If you advise families and business owners, the Million Dollar Advisor training shows how Justin built retention into his own firm: https://youtu.be/84rh5RNuvvM
90-Day Marketing Plan to Attract Premium Clients: BLUEPRINT
Owners trying to grow from $1 million to $3 million: one newsletter or seminar will not close a $200 million gap. Justin Goodbread lays out BLUEPRINT, a 90-day plan of nine 10-day moves split into diagnose …
Notas del episodio
Owners trying to grow from $1 million to $3 million: one newsletter or seminar will not close a $200 million gap. Justin Goodbread lays out BLUEPRINT, a 90-day plan of nine 10-day moves split into diagnose, design, and deliver phases.
In this episode: Justin starts with two kinds of owners. The first opens last year's marketing plan, changes the date, and runs the same dinner, seminar, and newsletter again, then grows only when the market does. The second asks what is actually stopping the business from growing. By his math, growing an advisory firm from $1 million to $3 million takes roughly $200 million in new assets, about five or six new million-dollar households a month for three years, and no newsletter or single seminar covers that gap.
His answer is BLUEPRINT, the 90-day plan he says took his coaching business from zero to over $1 million in under a year: nine moves of ten days each, grouped into three 30-day phases to diagnose, design, and deliver. Along the way he explains why most firms are mis-marketing rather than under-marketing, why $70,000 in Little League sponsorships felt busy but did not grow anything, and why your calendar is your biggest hidden marketing expense, at roughly $2,600 of owner time per client by his estimate.
The second half covers testing one channel with a set budget, why thin data from a $3,000 test can mislead you, how leading numbers like first meetings differ from lagging numbers like assets, and what prospects mean when they say let me think about it.
What you'll learn:
- Why moving from $1 million to $3 million needs a system, not more activity
- B and L: break the bottleneck and listen for your fear and your prospect's fear
- U: track the source and true acquisition cost of every client, soft costs included
- E and P: earmark one bet and preserve the proof, because proof is permission
- R: reframe the belief, since a niche gets you found and a stance gets you remembered
- I: ignite the problem so prospects feel it in their own words before they see a plan
- N and T: run a weekly scoreboard and take a stand instead of offering three options
- Why LinkedIn is a channel, not a strategy
Key takeaways and quotes:
- "Marketing is a tool, growth is the job."
- If no one disagrees with your message, it is not sharp enough yet.
- Leads drop in March and assets come in August, so judge marketing on leading numbers first.
Who this episode is for: service business owners and financial advisors between $1 million and $3 million in revenue who are searching for a marketing plan, client acquisition strategy, or way to stop random acts of marketing.
Advisors who built a marketing plan that brought in premium clients can apply to share it: https://www.decamillionairedecoded.com/ If you advise business owners and want the rest of the growth system behind BLUEPRINT, start with the Million Dollar Advisor training: https://youtu.be/84rh5RNuvvM Relentless Value Coaching helps advisors run plans like BLUEPRINT 90 days at a time: https://relentlessvaluecoaching.com/
Grow From $1M to $3M: Why Hard Work Stops Working
Owners past $1 million who feel imprisoned by the business: hard work stalls between $1 million and $3 million. After speaking to more than 1,000 financial advisors in four states, Justin Goodbread explains his …
Notas del episodio
Owners past $1 million who feel imprisoned by the business: hard work stalls between $1 million and $3 million. After speaking to more than 1,000 financial advisors in four states, Justin Goodbread explains his rule: borrow it, build it, then make it yours.
In this episode: Over a few weeks Justin spoke to more than 1,000 financial advisors in four states, from keynotes and mastermind sessions to a roundtable with owners of $100 million to $1 billion companies. The owners who had already crossed $1 million in revenue kept telling him the same thing: the business felt like a prison. They were working hard, pulling ideas from conferences and social media, tweaking everything they heard, and bouncing off the same ceiling.
Justin calls that pattern guesswork dressed up as effort. He shares the moment he wondered whether the promise he made to his 19-year-old self was a farce, and what changed when he stopped guessing and followed a coach's framework as written. His order is borrow, build, then freestyle. Most owners borrow a framework and start changing it before they have tested it, and he gives the example of a coaching client who skipped three straight office hours and then wondered why the results lagged.
He finishes with the alignment most coaches skip: you, your ideal client, and the framework have to fit together, and vision, mission, and values matter even more once you pass $1 million.
What you'll learn:
- Why hard work and guesswork stall growth between $1 million and $3 million
- What separates a proven framework from a pile of tactics
- Borrow, build, freestyle: the right order for adopting any system
- Why tweaking a framework too early backfires
- How long to test a system before judging it, and why 18 months matters
- Why the framework must fit both you and your ideal client
- Why vision, mission, and values matter more after $1 million
Key takeaways:
- A framework means adopting the steps, the cadence, and the sequence, then mastering them before you change them.
- Most owners who break $1 million never break $3 million because they lack alignment between themselves and their ideal client.
- Work with someone who has already built what you are trying to build.
Who this episode is for: owners of service businesses and advisory firms past $1 million in revenue who feel stuck, are searching for how to scale a business, or keep piecing together advice from conferences.
Advisors who borrowed a framework and grew past $3 million can apply to be a guest: https://www.decamillionairedecoded.com/ If you advise business owners and are stuck between $1 million and $3 million yourself, the Million Dollar Advisor training lays out the framework Justin followed: https://youtu.be/84rh5RNuvvM If you want a framework to borrow, Relentless Value Coaching is where Justin teaches his: https://relentlessvaluecoaching.com/
Close the Execution Gap in Your Business, with Renee Russo
Owners whose name sits in every key seat: close the gap between what you plan and what gets done. Justin Goodbread sits down with Renee Russo, CEPA, EPI's 2026 Exit Planner of the Year and author of Ready to …
Notas del episodio
Owners whose name sits in every key seat: close the gap between what you plan and what gets done. Justin Goodbread sits down with Renee Russo, CEPA, EPI's 2026 Exit Planner of the Year and author of Ready to Rise, whose client sold for nine figures.
In this episode: When Renee Russo started with one of her first clients, his software company was just over $1 million in revenue and his name sat in every key seat on the org chart. He wanted to 10x the business. Renee started with first things first: let go of control and hire people who are better than you across the accountability chart. Five years later he sold the company for nine figures.
Renee and Justin dig into the execution gap, the space between what an owner says will happen and what actually gets done. Renee explains why owners resist the very systems that would set them loose, and why most cannot describe their own Stanley Cup or Super Bowl outcome, even though they watch championship teams run on structure every weekend. They cover accountability infrastructure: the right seats, a 90-day cadence, a clear scoreboard, and critical success factors rather than a pile of KPIs.
They also talk about why owners hear conflicting advice from bankers, CPAs, and attorneys, when it makes sense to hire a CEO and step back into the seat you love, and why the entity needs an identity of its own to attract leaders, customers, and buyers.
About Renee Russo: Renee Russo, CEPA, is the founder of Rise Up Business Coaching, the author of Ready to Rise, and the Exit Planning Institute's 2026 Peter Christman Exit Planner of the Year. A former KPMG accountant, she learned the cost of a business without structure inside her own family business before spending the last decade helping founders get off the field and into the head coach seat.
What you'll learn:
- What the execution gap is and why working harder will not close it
- Why owners resist systems and hold on to control
- How a client went from just over $1 million to a nine-figure exit in five years
- How to build accountability infrastructure with seats, a 90-day cadence, and a scoreboard
- Critical success factors versus KPIs
- When hiring a CEO is a terrible idea and when it works
- Why the business needs an identity beyond the owner
- Humble, hungry, smart: the traits of owners who scale fastest
Key takeaways:
- The entity needs an identity, something for leaders, customers, and suppliers to pull toward.
- Without accountability infrastructure, hiring a CEO is a terrible idea. With it, the owner can return to the work they do best.
- Action step: draw your current org chart and mark every seat you sit in.
Who this episode is for: owners of small and service-based businesses who hold every key seat, are searching for how to delegate, build accountability, or make a business run without them, and owners thinking about a future exit.
Resources mentioned: Renee Russo on LinkedIn Rise Up Business Coaching: riseupbc.com Book: Ready to Rise, by Renee Russo
Exit planners and owners who closed the execution gap can apply to join Justin: https://www.decamillionairedecoded.com/ If you advise business owners on growth or exit, the Million Dollar Advisor training shows how Justin built accountability into his own firm: https://youtu.be/84rh5RNuvvM
How to Make More Money as a Business Owner: The 3-9-27 Plan
Owners under $1 million asking how to make more money: you may have gotten comfortable long before you got rich. Justin Goodbread explains the sandcastle effect and three zones: panic ($0 to $1 million) …
Notas del episodio
Owners under $1 million asking how to make more money: you may have gotten comfortable long before you got rich. Justin Goodbread explains the sandcastle effect and three zones: panic ($0 to $1 million), complacent ($1 to $3 million), and freedom ($3 million and up).
In this episode: After every talk Justin hears the same question in line: how do I make more money? Most of the people asking are financial advisors and service owners under $1 million in revenue, and his view is that they got comfortable long before they got rich. Studies from Schwab, Fidelity, and others show most advisory growth comes from the market, not from referrals or marketing, and fewer than 5% of a typical client base sends referrals.
He calls it the sandcastle effect, a picture from summers on the South Georgia coast. You build close to the water because hauling buckets is a pain, then the tide comes in. A client leaves, a regulation forces a costly repaper, a junior hire walks out, and years of work wash away because the business was built for convenience instead of durability. He maps where owners get stuck: the panic zone from $0 to $1 million, where about 80% of advisors sit, the complacent zone from $1 million to $3 million, and the freedom zone above $3 million.
Then he walks through the 3-9-27 plan his coaching clients use to double value in 36 months, and explains why he has no problem paying $5,000 to $20,000 a month for coaching himself.
What you'll learn:
- Why market growth hides a business that is not really growing
- The sandcastle effect and how to build for durability
- The panic, complacent, and freedom zones of revenue
- Why comfort under $1 million never feels like an emergency
- How one 3-year goal breaks into three 1-year sprints and 90-day blocks
- Three objectives a quarter, only one financial, with three tactics and three actions each
- Why 27 quarterly actions, each with one named owner, stop shiny-object chasing
- How showing your team the plan ties their weekly work to company value
Key takeaways:
- Most growth in a typical practice comes from the market, not from the owner's own marketing or referrals.
- For 90 days nothing new comes onto the list, which keeps you and your team from chasing shiny objects.
- When a team member can see how their week-two task connects to the 3-year value target, they start executing.
Who this episode is for: small business owners and financial advisors searching for how to make more money, grow revenue past $1 million, or turn a yearly plan into weekly action.
Advisors who climbed out of the complacent zone can apply to share how: https://www.decamillionairedecoded.com/ If you advise business owners and want the planning system behind the 3-9-27 plan, the Million Dollar Advisor training covers it: https://youtu.be/84rh5RNuvvM Justin hears this question after every talk he gives, and event hosts can see his keynotes here: https://justingoodbread.com/speaking
3 Business Models That Build Enterprise Value: Pick Yours
Owners unsure what they are building: the model you choose decides income, calendar freedom, and enterprise value. Justin Goodbread breaks down three models: lifestyle, value-creation, and Value-Style. In this …
Notas del episodio
Owners unsure what they are building: the model you choose decides income, calendar freedom, and enterprise value. Justin Goodbread breaks down three models: lifestyle, value-creation, and Value-Style.
In this episode: Most owners are told they have to choose. One camp says build a lifestyle business: good income and control of your calendar, but little value if you ever sell. The other says build a team and systems for enterprise value, then live from meeting to meeting with your calendar always full. Justin has lived both. Early in his career he built a quarter-million-dollar recurring revenue lifestyle practice with great time flexibility and almost no transferable net worth.
To break that ceiling he walked away, launched Heritage Investors from zero clients on December 17, 2017, and ran a seven-year grind of reinvesting heavily in infrastructure, a season he admits meant missing some of his kids' events, before hitting his target valuation and exiting. He explains the trade-offs plainly. A lifestyle practice yields cash flow and control but commands a low 2x to 3x multiple because it relies on the founder. A value creation business builds a high-multiple asset but compresses personal income and locks your mind into the business.
The third option is what he calls Value-Style: systems across attract, convert, deliver, and retain, driven by eight core areas of the business, built so you can have high income, freedom, and enterprise value. He walks through the wealth gap he has taught to thousands of professionals through the Exit Planning Institute: your target number minus your net worth outside the business. If your goal is $10 million and you hold $1 million outside the company, your gap is $9 million, and he argues reinvesting in your own business usually pays the highest return. He also shares a client at about $10.5 million in revenue who was still stuck in the technician role.
What you'll learn:
- The lifestyle practice: income and freedom, low transfer value
- The value creation business: high multiple, compressed income
- Why Justin left a lifestyle practice to start over from zero clients
- What the seven-year grind of building Heritage Investors cost and paid
- The Value-Style model: high income, freedom, and enterprise value
- The four pillars and eight core areas behind a transferable business
- How to calculate your wealth gap
- Why reinvesting in your own business can beat other investments
Key takeaways:
- Your premium client wants a premium offer, a measured delivery, and a premium outcome, and will pay a premium price.
- We should all be planning for our eventual exit, whether it is 30 years or 30 days away.
- Relentlessness is like an Alaskan mosquito: it never stops coming.
Who this episode is for: small and service-based business owners deciding what kind of business to build, searching for how to increase enterprise value, plan an exit, or get freedom without sacrificing income.
Owners who switched models and built real value can apply to be on the show: https://www.decamillionairedecoded.com/ If you advise business owners on exit and value, the Million Dollar Advisor training shows the Value-Style model Justin chose for his own firm: https://youtu.be/84rh5RNuvvM If you want to build the Value-Style model with Justin, Relentless Value Coaching is the place to do it: https://relentlessvaluecoaching.com/
From a $500 Launch to a Multi-Million Dollar Exit, with Mitch Skyer
Owners who think they need more capital to start: hear how a $500 launch became a multi-million dollar exit. Justin Goodbread sits down with Mitch Skyer, who co-founded a transportation technology company and …
Notas del episodio
Owners who think they need more capital to start: hear how a $500 launch became a multi-million dollar exit. Justin Goodbread sits down with Mitch Skyer, who co-founded a transportation technology company and later sold it, to talk about building, partnering, and exiting.
In this episode: Mitch Skyer was a consultant in the transportation space when one of his clients needed to track when people got on and off a bus. He cobbled together a database himself, then met a technology owner at an Atlanta networking meeting who looked at it and said they could build it better. They offered the client a lifetime license in exchange for funding the build, and that first client became the start of the company Mitch and his partner Scott grew together.
They talk honestly about the early years: praying to make payroll each month, losing time down engineering rabbit holes before finding product-market fit, and why Mitch deliberately chose a partner who covered his weaknesses, even living in Dave Ramsey country where partnerships get a bad name. Mitch and Scott had no exit plan until roughly two years before their sale. COVID-19 changed that. As Mitch puts it, they realized their risk was infinite but their opportunity was not. The company was growing, but it was never going to reach $100 million or $500 million on its path.
From there they cover a year of due diligence fatigue, the emotional swings when one partner is up and the other is down, the pride of hearing a buyer value what they built, and what they did for their people afterward. Justin ties it back to the AMAA finding that only about 4% of owners are happy after they sell, and to a client stuck at a $3 million revenue ceiling who added about $1 million in transferable value before taking an offer.
About Mitch Skyer: Mitch Skyer co-founded a transportation technology company with his partner Scott, growing it from a single funded client build into a business they sold after deciding their risk outweighed their remaining upside. He later earned the CEPA designation through the Exit Planning Institute and now helps owners prepare for growth and exit.
What you'll learn:
- How a consulting problem with one client became a technology company
- Why Mitch chose a partner who complemented his weaknesses
- What the early years of making payroll taught him
- Why Mitch and Scott had no exit plan until about two years before the sale
- Infinite risk, limited opportunity: how COVID-19 triggered the decision to sell
- What due diligence fatigue feels like while you keep running the business
- Why only about 4% of owners are happy after they sell, and how to be one of them
- How a firm stuck at $3 million added about $1 million in transferable value
Key takeaways:
- Our risk was infinite, but our opportunity was not.
- You do not have to be the best in the world at the start. You have to commit to learning your customers' needs.
- If your business runs entirely on your personality and daily knowledge, that is not an asset. It is your ceiling.
Who this episode is for: owners of small and service-based businesses thinking about selling a business, bringing in a business partner, or planning an exit they will be happy with.
Built from a small start to a big exit? Apply to tell that story: https://www.decamillionairedecoded.com/ If you advise owners who are approaching a sale, the Million Dollar Advisor training shows how Justin built and exited his own firm: https://youtu.be/84rh5RNuvvM Exit planning programs, including CEPA programs, can bring Justin in to speak; details are on his speaking page: https://justingoodbread.com/speaking
Business Growth Traps: The Enemies That Stop a $10M Business
Owners trying to build a business worth real money: certain enemies show up on the way, and you can name them. Justin Goodbread uses a coal mine story and a Psalm 23 frame to talk about the mountaintop of want …
Notas del episodio
Owners trying to build a business worth real money: certain enemies show up on the way, and you can name them. Justin Goodbread uses a coal mine story and a Psalm 23 frame to talk about the mountaintop of want versus the pull of more.
In this episode: Three miles into a West Virginia coal mine, a client of Justin's cut the lights. No moonlight, no silhouettes, no shadows. He held his hand six inches from his face and could not see his fingers. Justin uses that darkness to describe what many owners feel after they hit the revenue goal, bring in the clients, and stand at the top feeling nothing, or feeling it still is not enough.
His frame is Psalm 23. There is a mountain of want, a valley with still waters, green pastures, enemies, and ambushes, and a higher mountain of more than enough on the other side. The pastures are never at the top. Along the way he works through the enemies that stop owners on the journey to DecaMillionaire status. Procrastination does not announce itself as fear. It shows up as not yet, which is why he tells coaching clients to get to 51% and go. Analysis paralysis costs more in lost hours than most owners realize. Pride and a lack of outside counsel keep blind spots hidden, which is why Justin keeps coaches, legal and tax advisors, and mentors who have already reached the summit.
Comfort is the quiet one. Some owners reach $600,000, $800,000, or $2 million, find a sheltered spot on the mountain, and build a house there. He compares good coaching to the guide who leads him through treacherous terrain in the Rocky Mountains, and explains why he hires coaches for the long haul, not a quick win.
What you'll learn:
- Why hitting the goal can still feel empty
- The Psalm 23 picture: the mountain of want, the valley, and the mountain of more than enough
- Enemy: procrastination that sounds like not yet
- Why getting to 51% and then moving beats waiting for certainty
- Enemy: analysis paralysis and what it costs
- Enemy: pride and the blind spots it hides
- Enemy: comfort, and why owners stop halfway up the mountain
- Why a long-term coach is like a mountain guide
Key takeaways:
- Procrastination rarely looks like fear. It looks like not yet.
- The green pastures are in the valley, not at the top of the first mountain.
- Hire people who have already reached the summit to speak into your blind spots.
Who this episode is for: successful owners who feel stuck or unsatisfied after hitting their goals, and Christian business owners searching for how to beat procrastination, comfort, and analysis paralysis.
Faced down these enemies on the way to eight figures? Apply to share the story: https://www.decamillionairedecoded.com/ If you advise business owners on the climb, the Million Dollar Advisor training shows the route Justin took in his own firm: https://youtu.be/84rh5RNuvvM
Discovery Meetings That Close Themselves: The DEPTH Framework
Owners who rely on charisma to close referrals: a discovery process run before the meeting can do most of the selling. Justin Goodbread walks through DEPTH: Diagnose, Expose, Picture, Transform, and Hardware …
Notas del episodio
Owners who rely on charisma to close referrals: a discovery process run before the meeting can do most of the selling. Justin Goodbread walks through DEPTH: Diagnose, Expose, Picture, Transform, and Hardware, the bottom-of-funnel steps a prospect works through before you meet.
In this episode: Justin opens with a younger professional in his program who does not have 25 years of experience, does not hold a CFP, and is not a slick salesperson. In the last 14 months he doubled his assets under management and closed more business than people with two or three times his experience. The difference was not charisma. It was a discovery process that did most of the selling before the first real meeting.
Most discovery meetings follow the same script: a referral comes in, you gather data, then try to win the prospect over with credentials or a slide deck while they mentally compare you with everyone else. Justin calls it a dog and pony show. His alternative is DEPTH, a bottom-of-the-funnel sequence. Diagnose lets prospects self-diagnose where they are today and what triggered them to reach out. Expose surfaces the real pain, like being tired of working 60 hours a week.
Picture helps the prospect see the outcome. Justin tells how an advisor walked him through a three or four minute exercise until he described a beach house in the Florida panhandle with a silver metal roof and white shutters, so clearly that listeners later sent him photos of houses that matched. Transform and Hardware cover the change and the tools behind it. When a prospect moves through all five steps first, the meeting becomes a single conversation about fit.
What you'll learn:
- Why the referral, data gathering, and pitch routine stalls
- How a younger professional doubled assets in 14 months without charisma
- D: let prospects diagnose where they are and why they reached out
- E: expose the real pain behind the request
- P: help a prospect picture the outcome in vivid detail
- T and H: show the transformation and the hardware behind it
- Why premium clients expect a premium process
- How discovery becomes one conversation about fit
Key takeaways:
- Prospects who work through the process before they meet you are deciding on fit, not being pitched.
- Everyone has a pain that keeps them up at night. Find it in their words, not yours.
- If you are still running a dog and pony show in the first meeting, you do not have a process.
Who this episode is for: service business owners and financial advisors searching for a better sales process, how to run discovery meetings, or how to convert referrals without a pitch.
Chapters: 00:00:00 Why Referral Meetings Stall 00:12:42 Diagnose and Expose 00:17:03 Picture, Transform, Hardware
Advisors with a discovery process that converts can apply to share it: https://www.decamillionairedecoded.com/ If you advise business owners and want the rest of the conversion system behind DEPTH, the Million Dollar Advisor training walks through it: https://youtu.be/84rh5RNuvvM Relentless Value Coaching helps advisors build discovery into a system their team can run: https://relentlessvaluecoaching.com/
How to Overcome Fear of Failure: The 4 Cs Framework
Owners held back by fear, control, or scarcity: a four-step tool rewires your response the next time fear shows up. Justin Goodbread introduces his 4 Cs framework: Catch, Confront, Change, and Condition. In …
Notas del episodio
Owners held back by fear, control, or scarcity: a four-step tool rewires your response the next time fear shows up. Justin Goodbread introduces his 4 Cs framework: Catch, Confront, Change, and Condition.
In this episode: Why do the top 1% of business leaders break away while the other 99% stay stuck? Justin argues it is not the market, the economy, or the right tactic. The top 1% work from an inner world of vision, identity, and aligned values instead of reacting to conditions outside. A coach once told him that he was making three decisions right now, whether he realized it or not, and that those decisions were keeping him in the 99%.
Justin then walks through what holds most owners back. Your brain is built for survival: the amygdala can flag a threat in about 30 milliseconds, long before your thinking brain catches up, so fear often decides before you do. Negative bias is next, the one bad hire that becomes I will never do that again. Then the control removal spike: Justin points to the rise in anxiety and depression during COVID, driven less by the virus than by control being taken away, and notes that the top 1% are comfortable giving away control. Last is scarcity mindset, which he admits is still the hardest one for him personally.
The answer is his 4 Cs framework. Catch it: learn your personal detection system, the tension in your neck or the feeling in your gut, and use a two-minute rule to pause before you respond. Confront it: name the fear out loud. Change it: dispute the old story, in prayer, openly, and with your team, so you do not fall back into the same rut. Condition it: put in the reps. He tells the story of an Alaska hunting trip where he could not get out of a low camp chair, and the trainer who answered with reps to change the outcome. Execute for 90 days, he says, and the new response becomes muscle memory.
What you'll learn:
- Why the top 1% lead from an inner world of vision, identity, and values
- The three decisions you are making right now whether you realize it or not
- How the survival brain lets fear decide before you do
- How negative bias turns one bad experience into a permanent rule
- Why loss of control triggers anxiety, and why top leaders give control away
- Why scarcity mindset is the hardest obstacle for many owners
- The 4 Cs framework: Catch, Confront, Change, and Condition
- Why 90-day cycles of execution build new muscle memory
Key takeaways:
- The top 1% are okay with giving away control.
- Put in the reps.
- If you want to be in the top 1%, you have to do the things the 99% are not willing to do.
Who this episode is for: business owners searching for how to overcome fear of failure, a scarcity mindset, or the need to control everything as they grow.
Leaders who rewired their thinking to reach the top 1% can apply to join Justin: https://www.decamillionairedecoded.com/ If you advise business owners, the Million Dollar Advisor training shows how Justin applied this mindset work to grow his own firm: https://youtu.be/84rh5RNuvvM
Build a Personal Brand That Attracts Clients
Owners hiding behind credentials: a personal brand built on your own story drives distinction and client attraction. Justin Goodbread walks through the core architecture of a brand, from vision and mission to …
Notas del episodio
Owners hiding behind credentials: a personal brand built on your own story drives distinction and client attraction. Justin Goodbread walks through the core architecture of a brand, from vision and mission to values and core promises.
In this episode: Most professionals treat branding as a pretty website and a few LinkedIn posts. Justin argues personal brand is the missing link between a business that attracts clients and one that chases them. He defines it as the sum total of who you are that a prospect or client experiences before, during, and after working with you. A CNBC analysis of the top 100 financial firms found 94 of them scored below average on brand clarity, averaging 5.86 out of 10. If the biggest firms get it wrong, a solo or small firm probably does too.
His picture is an iceberg. Marketing and sales are what people see above the waterline, and personal brand is the mass underneath that holds everything up. He shares a story from his own practice: clients whose net worth made up the bulk of his business met him in camouflage, on a four-wheeler, with no laptop. They rarely talked portfolios. What they told friends was that their advisor could hunt, sat by a campfire, and could be trusted. That was the brand.
That kind of clarity comes from the uncomfortable work of uncovering your values, your life story, and your history, including the painful parts. Justin explains why analytical, conscientious, checklist-driven professionals resist that work, describes the six or seven hours his own coach spent with him on the first day uncovering it, and shares how growing up in small-town South Georgia shaped the story he tells today.
What you'll learn:
- What a personal brand is, and what it is not
- Why 94 of the top 100 financial firms scored below average on brand clarity
- The iceberg: why brand supports marketing and sales
- How hunting and campfires built trust with Justin's best clients
- Why analytical professionals resist vulnerability
- How to uncover your values, life story, and personal history
- Why your self-image must match what prospects experience online
- Why the top owners revisit their identity every quarter
Key takeaways:
- Branding is the foundation, not the decoration.
- Clients refer the person they trust and can picture in a story, not a credential.
- Until the way you see yourself matches what a prospect experiences when they find you, you are trying to cross a drawbridge that is not down.
Who this episode is for: owners of service businesses, consultants, and financial advisors searching for how to build a personal brand, attract clients instead of chasing them, or stand out from competitors.
Advisors who built a personal brand that attracts the right clients can apply to be a guest: https://www.decamillionairedecoded.com/ If you advise business owners and want the brand work Justin did with his own coach, the Million Dollar Advisor training shows where it fits: https://youtu.be/84rh5RNuvvM
Fail Fast to Grow Faster: The Top 1% Secret and Currency Stack
Owners protecting a perfect record: the top 1% accept low win ratios and high output, and grow faster for it. Justin Goodbread reveals the secret behind top performers and lays out the Currency Stack: story …
Notas del episodio
Owners protecting a perfect record: the top 1% accept low win ratios and high output, and grow faster for it. Justin Goodbread reveals the secret behind top performers and lays out the Currency Stack: story, equity, relationships, and reputation.
In this episode: Frank Sinatra wrote about 1,200 songs and only 209 became hits, a 17% success rate. Babe Ruth stepped to the plate 8,399 times and hit 714 home runs, about 8.5%. Picasso produced over 150,000 pieces and only about 170 are considered famous. Justin's point is that the people who reach DecaMillionaire status accept that math: before you find what works, you run through a huge volume of what does not. Owners stuck under $1 million are not short on talent. They refuse to fail.
He explains how the analytical side of the brain piles up what-ifs: what if a prospect says no, what if a campaign flops, what if someone calls you out publicly. That last one had just happened to him. A team member copied another creator's post nearly word for word and it went out under Justin's name. His response was to own it, apologize, fix the system, and move on.
From there he lays out the structure behind high output. Trend fluency means knowing which pitches in your market are worth a full swing. Iteration speed means more at-bats, the way Steph Curry takes hundreds of shots a day. Peer proximity means sitting with high performers who reflect your excuses back to you. None of it works without a destination, so he closes with his 36-month target broken into a 12-month plan and 90-day sprints of 27 actions.
What you'll learn:
- The math of success from Sinatra, Babe Ruth, and Picasso
- Why owners under $1 million avoid failure instead of using it
- How Justin handled a public mistake: own it, apologize, fix the system
- Trend fluency: which market pitches deserve a full swing
- Iteration speed: why more at-bats raise your average
- Peer proximity: why you need people who have solved your problem
- How to reverse engineer a 36-month target into 90-day sprints
- Why a near-term pin on the map beats a 30-year horizon
Key takeaways:
- Before you find what works, you have to run through an enormous volume of what does not.
- Own it, apologize, fix the system, and move forward.
- How many at-bats did you take last quarter, and were any of them a real swing at something that could fail?
Who this episode is for: small business owners and service professionals stuck under $1 million who fear failure, searching for how to take more risks, test faster, or set goals that drive weekly action.
Advisors who failed their way to the top 1% can apply to share the reps it took: https://www.decamillionairedecoded.com/ If you advise business owners, the Million Dollar Advisor training shows how Justin turns a 36-month target into weekly at-bats: https://youtu.be/84rh5RNuvvM Relentless Value Coaching rebuilds each member's plan every 90 days, the same rhythm this episode describes: https://relentlessvaluecoaching.com/
Guard Your Thoughts: Mindset and Biblical Prosperity
Owners who struggle to prosper: undisciplined thinking pulls toward lack, and a thought-life audit can start today. In Midas Touch Part 8, Justin Goodbread draws on scripture to show how thoughts carry a …
Notas del episodio
Owners who struggle to prosper: undisciplined thinking pulls toward lack, and a thought-life audit can start today. In Midas Touch Part 8, Justin Goodbread draws on scripture to show how thoughts carry a trajectory toward abundance or lack.
In this episode: In Midas Touch Part 8, Justin calls this one of the most powerful success secrets in the series, after the fear of God, obedience, financial order, and generosity. The claim is that a business will never exceed the size of the owner's thinking. Proverbs 21:5 says the thoughts of the diligent tend only to plenteousness, while everyone who is hasty tends only to want. Not sometimes. Only.
After coaching and advising hundreds of owners, Justin says he can sit down with someone, listen to how they think, and predict the caliber of their clients, the health of their team culture, and the direction of the business. The owner who wakes up reacting to problems, chasing shiny objects, and deciding under pressure without a framework is operating in hastiness. The one who thinks carefully, prayerfully, and with a long-range plan is the diligent one. He adds as a man thinks in his heart, so is he, and Romans 12:2 on being transformed by the renewing of your mind rather than conformed to a world built on scarcity, competition, and self-sufficiency.
He also applies it to leadership. When a team thinks in fear, the leader helps them think in faith. When they think in hoarding, the leader moves them toward generosity. He closes with Philippians 4:8 as a mental diet, Proverbs 4:23 on guarding your heart, his own filter for the podcasts, books, people, and comments he consumes, and 2 Corinthians 10:5 on taking every thought captive.
What you'll learn:
- Why your business will not outgrow your thinking
- What Proverbs 21:5 says about diligent versus hasty thinking
- How an owner's thinking predicts clients, culture, and results
- Why reacting and chasing shiny objects is a form of hastiness
- How to renew your mind, from Romans 12:2, and take apart limiting beliefs
- How to lead a team from fear to faith and from hoarding to generosity
- The Philippians 4:8 mental diet for owners
- How Justin guards his heart in what he reads, hears, and watches
Key takeaways:
- The bank account follows the thought life, not the other way around.
- You cannot produce a kingdom outcome with worldly thinking.
- When you sit down Monday morning, is your mind thinking strategically toward abundance or reacting hastily to the next fire?
Who this episode is for: Christian business owners and faith-driven entrepreneurs searching for biblical principles for business, how to change their mindset, or how to stop reacting and start leading.
If renewing your thinking changed your business, we'd like you on the show: https://www.decamillionairedecoded.com/ If you advise Christian business owners, the Million Dollar Advisor training shows the planning discipline Justin pairs with this mindset: https://youtu.be/84rh5RNuvvM
The Best Client Attraction Tool: YouTube and the Trust Pyramid
Owners relying on quick LinkedIn posts: long-form video keeps dream clients watching until they are ready to buy. Justin Goodbread introduces the Trust Pyramid, Known, Trusted, Desired, and the system Name It …
Notas del episodio
Owners relying on quick LinkedIn posts: long-form video keeps dream clients watching until they are ready to buy. Justin Goodbread introduces the Trust Pyramid, Known, Trusted, Desired, and the system Name It, Build It, Film It.
In this episode: Most professionals market with quick LinkedIn posts and family comments on Facebook. Justin argues their dream clients are not reading those posts; their peers are. The ultimate client attraction tool, in his view, is YouTube, because it is the only platform built to make you binge-worthy. Instagram flips to the next reel, Facebook buries the post, and LinkedIn fills your notifications with people who will never hire you. YouTube serves the viewer another one of your videos, then another, until a prospect who has never met you has spent hours with you.
He tested it himself. Years ago he hired his own coach entirely because of YouTube, after watching him teach frameworks openly and asking, if he gives this away, what could he do for me if I paid him? That question led to a significant check, and the results justified it. YouTube also compounds. A January video keeps collecting views for years, and Justin still hears from people who found videos he shot nine years ago. He explains the Trust Pyramid, known, trusted, and desired, and why trust is built through authenticity: your opinions, lifestyle, non-negotiables, and positions that polarize some people and magnetize the right ones. He shares the pushback he got for saying premium offers deserve premium fees.
He closes with a simple system: Name It, Build It, Film It. Name one real problem your ideal client has, build three to five examples from your own experience, then turn on the camera and film it. His challenge is to pick one problem from this week's client meetings and record it.
What you'll learn:
- Why your dream clients are on YouTube, not your LinkedIn feed
- Why YouTube is the only platform designed for binge-watching
- How Justin chose his own coach after watching him on YouTube
- How video compounds into evergreen content for years
- The Trust Pyramid: known, trusted, desired
- Why authenticity and polarizing positions attract the right clients
- Why people now pay you for implementation, not information
- Name It, Build It, Film It: a simple weekly video system
Key takeaways:
- When a dream client watches you teach on YouTube, you are confirming trust, not building it from zero.
- When you sound like everyone else in your industry, you are invisible.
- Pick one problem from this week's client meetings and film it.
Who this episode is for: service business owners, consultants, and financial advisors searching for how to attract clients online, start a YouTube channel for business, or build trust before the first call.
Turned client questions into videos that bring in clients? Apply to tell us how: https://www.decamillionairedecoded.com/ If you advise business owners and want the full marketing system around video, the Million Dollar Advisor training covers it: https://youtu.be/84rh5RNuvvM
Go Pro: The Decision That Doubles Your Business Value
Owners stuck in amateur habits: one decision to go pro can double enterprise value in 18 to 36 months. Drawing on pivotal advice from industry legend Ric Edelman, Justin Goodbread lays out the Go Pro Standard …
Notas del episodio
Owners stuck in amateur habits: one decision to go pro can double enterprise value in 18 to 36 months. Drawing on pivotal advice from industry legend Ric Edelman, Justin Goodbread lays out the Go Pro Standard: identity, investment, and infrastructure.
In this episode: Years ago in Saint Paul, Minnesota, Justin sat across from industry legend Ric Edelman complaining about his own mediocrity. What he heard back was that he was one decision away from a breakout, and the only question was when he would go pro. He decided in that moment, and it cost him right away. He walked away from $250,000 in revenue, moved his wife and three children from their dream house into a double-wide mobile home, and cut his pay to $50,000 a year. The day his name ran in Forbes as a Best in Class leader, his wife called him crying because the truck was stuck in the mobile home driveway and the kids would miss their Christmas party.
Justin then walks through seven marks of a mediocre practice. The first is seeing yourself as the technician instead of the business owner. He describes an applicant producing $360,000 across 280 households with 25 to 30 meetings a week, proof that the clients own his calendar. Mediocre owners wait for perfect information, while masters get to 51% and execute. Mediocre owners answer every problem with one more credential and call it an investment.
His Go Pro Standard has three parts: identity, investment, and infrastructure. Identity means deciding, not choosing, that you are the business owner, because you attract who you are. Investment means putting capital into a coach, marketing, and team. The math is simple: invest $100,000 in marketing, add $100,000 of recurring revenue, and your take-home stays flat while a 6 to 8 multiple adds $600,000 to $800,000 to your net worth.
What you'll learn:
- The one decision Ric Edelman told Justin he was away from
- What going pro cost Justin, and why he made the move
- Seven marks of a mediocre practice
- Why 25 to 30 meetings a week means clients own your calendar
- Why masters act at 51% instead of waiting for certainty
- Identity: deciding to become the business owner
- Investment: where to put money in a coach, marketing, and team
- How recurring revenue and a multiple turn marketing spend into net worth
Key takeaways:
- You attract who you are.
- The mastery level moves at 51% and executes.
- Look at your last 30 days: how much time did you spend as the technician and how much as the owner?
Who this episode is for: small business owners and financial advisors who feel stuck in mediocrity, searching for how to think like a business owner, invest in growth, or double business value.
Owners who went pro and doubled their company's value can apply to join Justin: https://www.decamillionairedecoded.com/ If you advise business owners, the Million Dollar Advisor training lays out the rest of the Go Pro Standard Justin used in his own firm: https://youtu.be/84rh5RNuvvM Relentless Value Coaching is where advisors make the identity, investment, and infrastructure shifts with Justin: https://relentlessvaluecoaching.com/
Get Clients From YouTube Without Going Viral
Owners who see YouTube as stressful: a few hours a week can turn casual viewers into ideal clients. Justin Goodbread walks through his step-by-step framework for turning viewers into clients without a full-time …
Notas del episodio
Owners who see YouTube as stressful: a few hours a week can turn casual viewers into ideal clients. Justin Goodbread walks through his step-by-step framework for turning viewers into clients without a full-time media job.
In this episode: Many professionals see YouTube as stressful, time-consuming, and built for people chasing views. Justin argues a few hours a week of the right videos can unlock millions in revenue and enterprise value without going viral or taking on a full-time media job. The content is already in front of you: one day of client meetings holds more questions than you could record in a year. The wrong way is to browse YouTube, find someone you admire, and copy their content.
He also makes the case that the days of hoarding intellectual property are over. AI tools like Claude, Gemini, ChatGPT, and Grok now answer the knowledge questions, so clients pay you for implementation and for feeling understood. That means dropping industry jargon. When you talk like an echo chamber of your own profession, viewers skip. When you talk to them like a human, with empathy for where they are, they feel you really get them, and the sophisticated clients come to you.
Then he walks through the build: a clear title, a hook that stops the scroll, because most of us have the attention span of a goldfish, a body built around three or five points, and a short, simple call to action that hands the viewer the next easy step, often another video, so they stay with you for hours instead of minutes. He compares it to dating his wife Emily, who lived hours away: months of talking and getting to know each other before anyone asked for a commitment.
What you'll learn:
- Why you do not need to go viral to win clients from YouTube
- How one day of client meetings gives you a year of video ideas
- Why copying other creators is the wrong way to find content
- Why AI has ended knowledge hoarding and what clients pay for now
- How dropping jargon and speaking with empathy changes who watches
- How to write video hooks that stop the scroll
- How to structure the body around three or five points
- How simple calls to action work like dating, one easy step at a time
Key takeaways:
- Your clients matter more than your competitors do.
- Talk to viewers like a human, not like an echo chamber of your own industry.
- Give every viewer one next easy step, often another video, so they stay with you for hours.
Who this episode is for: small business owners, consultants, and financial advisors searching for how to get clients from YouTube, make simple marketing videos, or attract ideal clients without becoming a content creator.
Resources mentioned: YouTube Video Assessment, from Relentless Value Coaching
Advisors winning clients from YouTube can apply to share their approach: https://www.decamillionairedecoded.com/ If you advise business owners and want to see the video system that grew Justin's firms, the Million Dollar Advisor training is a good place to start: https://youtu.be/84rh5RNuvvM
YouTube Strategy for Service Businesses: Skip Viral, Reach Buyers
Owners worried about low view counts: the right small audience can be worth far more than a viral one. Justin Goodbread breaks down the YouTube Academy approach, drawing on scaling and exiting an eight-figure …
Notas del episodio
Owners worried about low view counts: the right small audience can be worth far more than a viral one. Justin Goodbread breaks down the YouTube Academy approach, drawing on scaling and exiting an eight-figure RIA.
In this episode: Most YouTube advice comes from creators chasing views, keywords, and subscriber counts. Justin says applying it to a service business is like playing baseball with hockey rules. He launched Heritage Investors on December 17, 2017, walking away from a quarter million dollars in take-home pay with no clients, and leaned into YouTube because his peers were afraid of it and did not understand how compliance worked around it. Forty-nine months later the firm reached an eight-figure valuation and was acquired. Eighteen months after he put a YouTube strategy in place at the acquiring company, its value tripled.
None of that came from flashy editing, copying competitors' top videos, or going broad to avoid offending anyone. It came from teaching what you already do every day: answering the exact questions clients ask. He shares what happened when the buyer told him not to mention his faith, not to talk like a southerner, and not to reference hunting or fishing. His following dropped from hundreds of thousands to fewer than 1,000 in nine months. When he bought Financially Simple back for a dollar and started being himself again, it took off.
He explains why ten hyper-specific videos beat 100 general, highly produced ones, why most of his videos get only a few hundred views and still drive business, and how about $500 in equipment, an iPhone and a simple mic, generated over seven figures in revenue in 14 months. He closes with three content sources you already have: your own experience, your clients' experiences, and the questions in front of you.
What you'll learn:
- Why creator YouTube advice does not fit a service business
- How YouTube helped Justin build and sell Heritage Investors in 49 months
- How a YouTube strategy tripled the acquiring firm's value in 18 months
- Teaching versus entertaining: the real content standard
- Why narrowing your focus grows a better audience
- What happened when Justin stopped being himself on camera
- Why ten hyper-specific videos beat 100 general ones
- Three content sources you already have
Key takeaways:
- Narrowing your focus does not shrink your audience. It draws a tribe that raises its hand.
- You are not trying to go viral. You are building a business with real enterprise value.
- About $500 in equipment generated over seven figures in revenue in 14 months.
Who this episode is for: owners of service businesses and advisory firms searching for a YouTube strategy for business, how to market without going viral, or how to attract the right clients online.
Advisors growing through a small, targeted channel can apply to be a guest: https://www.decamillionairedecoded.com/ If you advise business owners, the Million Dollar Advisor training shows the full marketing system behind Justin's YouTube results: https://youtu.be/84rh5RNuvvM
Get Out of Admin Work With the Leverage Grid
Owners spending 70% of the week on non-revenue work: win back five to seven hours with two simple tools. Justin Goodbread introduces the Leverage Grid and the One-Touch Protocol, built to get you out of the …
Notas del episodio
Owners spending 70% of the week on non-revenue work: win back five to seven hours with two simple tools. Justin Goodbread introduces the Leverage Grid and the One-Touch Protocol, built to get you out of the back office.
In this episode: When growth stalls, most owners blame marketing. Justin's position is that better marketing will not fix a back office problem. Most advisors spend about 30% of their time face to face with clients and 70% buried in work that generates nothing. Your job is two things, find clients and solve their problems, and this episode is the whiteboard session on structuring everything else so it never touches your calendar.
He starts with the inbox loop: one $50,000 distribution request gets opened, re-read, interrupted, and re-opened four times before it is done, a loop he says eats at least five to seven hours of an owner's week. Each re-touch leaves cognitive residue until a three-minute task takes ten. The Leverage Grid plots behavior against process and activity value and moves through four phases in order: audit, streamline, automate, compress. The audit is simple. Open last week's calendar and count how many hours were worth $5,000 an hour and how many were $30-an-hour admin.
Then comes the One-Touch Protocol. The Gate means you only accept work worthy of your rate. The Ammo means everything you need is handed to you, so you show up, pull the trigger, and leave. The Exit is a complete handoff with no next-day micromanaging. It cascades down the org chart, so a junior professional runs the same gate, ammo, and exit at their own rate. He describes the prepared client file waiting before he walks in, down to a client's trip to Greece, and shares his own numbers: over $1 million in revenue working one day a month before he exited.
What you'll learn:
- Why a back office problem looks like a marketing problem
- The inbox loop and why it costs five to seven hours a week
- How cognitive residue turns three-minute tasks into ten
- The Leverage Grid: audit, streamline, automate, compress
- How to run a time audit on last week's calendar
- The Law of Execution: time, tools, and intent
- The One-Touch Protocol: the Gate, the Ammo, and the Exit
- Surge meetings versus one client day a month
Key takeaways:
- Better marketing will not fix a back office problem.
- Show up, pull the trigger, and leave: your team hands you everything you need.
- Count how many hours last week were worth your rate and how many were admin.
Who this episode is for: owners of service businesses and advisory firms drowning in admin, searching for how to delegate, get out of the inbox, or scale without working more hours.
Won back your week and grew the firm? Apply to tell us how: https://www.decamillionairedecoded.com/ If you advise business owners and want the operating system behind the Leverage Grid, the Million Dollar Advisor training walks through it: https://youtu.be/84rh5RNuvvM
Hire to Your Gaps: DISC and the 8 Core Areas of Business
Owners under $3 million doing low-value admin: map your work to DISC and hand off the seats you should not sit in. Justin Goodbread introduces a framework that maps the eight core areas of business onto the …
Notas del episodio
Owners under $3 million doing low-value admin: map your work to DISC and hand off the seats you should not sit in. Justin Goodbread introduces a framework that maps the eight core areas of business onto the DISC personality profile.
In this episode: You know you need to hire and keep telling yourself you cannot afford it. Justin flips it: you cannot afford not to hire. As the lead professional and CEO, he values an owner's hour at about $600, and planning work for top clients at $1,500, $3,000, or even $10,000 an hour. You get paid to find top clients and solve their problems, yet the week fills with email, trades, compliance, and data gathering that could be handed off at $25 to $70 an hour. Every hour spent down there is stolen from the work only you can do.
He maps the eight core areas of a business onto the DISC personality profile and explains where most owners go wrong. When they finally hire, they hire a version of themselves. Most owners are heavy D's on DISC, dominant and driving. Justin pictures the business as a merry-go-round: load one side and it tips. His childhood friend Bubba weighed near 300 pounds, so it took two or three smaller kids on the far side to keep it balanced. An owner carries that kind of weight by title alone.
The first person Justin hired to scale, in his advisory practice and again in his coaching business, was not a mini version of him. It was his opposite, a dynamic S, and he gave that person veto power over his own decisions. He explains why that is scary and why it works: they see what he cannot. The goal is to move every task beneath your pay grade to specialized A-players and duplicate yourself so you can step away from daily operations.
What you'll learn:
- Why you cannot afford not to hire
- How to calculate what your hour is worth
- Which tasks to hand off at $25 to $70 an hour
- How the eight core areas of business map to DISC profiles
- Why hiring another version of yourself tips the business over
- The merry-go-round picture of balancing a team
- Why Justin's first scaling hire was his opposite, with veto power
- How to duplicate yourself and step away from daily operations
Key takeaways:
- Every hour you spend on low-value work is stolen from the work only you can do.
- Do not hire a mini version of yourself. Hire your opposite.
- Do you know your own profile, and have you hired enough weight on the other side of you?
Who this episode is for: small and service-based business owners searching for when to hire, who to hire first, how to use DISC for hiring, or how to stop doing low-value work.
Resources mentioned: Amazon: Your Baby's Ugly, by Justin Goodbread
Advisors who hired to their gaps and stepped back can apply to be a guest: https://www.decamillionairedecoded.com/ If you advise business owners on hiring and team design, the Million Dollar Advisor training shows how Justin built his own team: https://youtu.be/84rh5RNuvvM Relentless Value Coaching helps advisors map their team and hand off the right seats: https://relentlessvaluecoaching.com/
From $2,400 a Month to a $2M Run Rate, with Kyle Kuyat & Jacob Gardner
Owners stuck in the doldrums: hear how a hard reset turned $2,400 a month into an estimated $2 million run rate. Justin Goodbread sits down with Kyle Kuyat and Jacob Gardner of Defining Wealth about breaking …
Notas del episodio
Owners stuck in the doldrums: hear how a hard reset turned $2,400 a month into an estimated $2 million run rate. Justin Goodbread sits down with Kyle Kuyat and Jacob Gardner of Defining Wealth about breaking through the stall where 80% of advisors stop.
In this episode: In January 2024, Jake Gardner and Kyle Kuyat restarted their independent advisory practice from scratch with five clients and $2,400 a month in planning-fee revenue. They expect to close 2026 at roughly $1 million in planning revenue, a couple hundred million dollars under management, and an estimated $2 million top-line run rate. This conversation walks through how they did it, phase by phase.
Justin grew up on the ocean and borrows a sailor's word for the stretch where most professionals stall: the doldrums, where the wind dies and the boat sits burning in the sun. For advisors, he places it between $360,000 and $1 million a year, where about 80% get stuck. Jake and Kyle sailed through it in under two years. They talk about walking away from a broker-dealer whose back office gummed up everything they wanted to build, betting on Dave Ramsey referrals and YouTube before either one paid off, niching down to earn better referrals, and holding Friday one-on-ones with every employee to protect quality while they scale.
Justin maps their story onto his growth path: $10,000 a month proves the concept, $30,000 a month means you need help, the doldrums swallow most firms, $1 million to $3 million is where systems must take over, and past $3 million you get teams and autonomy. Then comes the idea he calls worth the whole episode, the business within your business. Attract and convert is really a marketing business. Deliver and retain is really a training and deployment business.
About Kyle Kuyat and Jacob Gardner: Kyle Kuyat and Jacob (Jake) Gardner are the advisors behind Defining Wealth (DefiningWealth.com), an independent advisory firm built on planning fees. After a hard reset in January 2024, they rebuilt the firm from five clients to a planning-led practice approaching $1 million in planning revenue.
What you'll learn:
- How Jake and Kyle grew from $2,400 a month to about $1 million in planning revenue
- Why they left a broker-dealer to rebuild independently
- What the doldrums are and why 80% of professionals stall there
- How Dave Ramsey referrals and YouTube paid off after a slow start
- Why Friday one-on-ones with every employee protect quality during growth
- The phases of growth from proof of concept to teams and autonomy
- The business within your business: marketing versus training and deployment
- Why niching down earned them better referrals
Key takeaways:
- Attract and convert is a marketing business. Deliver and retain is a training and deployment business.
- The firms that stay stuck usually believe they are only in the planning business.
- Which phase are you in right now: proof of concept, the doldrums, or scale?
Who this episode is for: owners of service firms and independent financial advisors stuck between $360,000 and $1 million in revenue, searching for how to grow a practice, rebuild after a reset, or scale a planning business.
Resources mentioned: DefiningWealth.com LinkedIn: Kyle Kuyat LinkedIn: Jacob Gardner
Reset your RIA and rebuilt it bigger? Apply to share your numbers with Justin: https://www.decamillionairedecoded.com/ If you advise business owners and want the growth map Justin uses with firms like Jake and Kyle's, the Million Dollar Advisor training lays it out: https://youtu.be/84rh5RNuvvM
Momentum Over Accountability: Why Check-Ins Keep You Stuck
Owners with an accountability partner who still feel stuck: momentum, not check-ins, is what moves a business. Justin Goodbread argues that traditional accountability keeps owners stagnant, and that top …
Notas del episodio
Owners with an accountability partner who still feel stuck: momentum, not check-ins, is what moves a business. Justin Goodbread argues that traditional accountability keeps owners stagnant, and that top performers look for a grandmaster instead.
In this episode: Most professionals are taught they need accountability partners, deadlines, and check-ins to hit their goals. Justin argues the opposite: traditional accountability is what keeps people stagnant. You know the loop. A coach asks, did you do it? Life happens, a client emergency, a sick kid, a market drop, so the answer is no, and the loop drops you into excuse, shame, and starting over. It is the same defensive reflex you learned when a teacher asked for your homework.
Momentum runs the other direction, with four moves instead of one accusation. Celebrate the win. Pull the lesson, which Justin calls opportunities for improvement. Name the obstacle keeping you stuck. Pick the next best move. He describes coaching calls where the chat fills with wins like $12 million in new assets closed in a month, and his picture of a 4-wheeler spinning its tires on a gravel hill. It does not need a lecture. It needs one finger of push to get traction.
The episode grew out of a breakfast with a member on his way into Justin's invite-only group for owners at $10 million in annual revenue, who said plainly that what he needed was the right momentum, not accountability. Average owners look for an accountability partner. Top performers look for a grandmaster who can connect the operational pieces across attract, convert, deliver, and retain, and get them moving again.
What you'll learn:
- Why traditional accountability keeps owners stuck under $1 million
- The accountability loop: excuse, shame, and starting over
- The four moves of momentum: win, lesson, obstacle, next move
- Why celebrating wins first changes behavior
- The 4-wheeler picture: one finger of push instead of a lecture
- Why top performers look for a grandmaster, not an accountability partner
- How to look at your whole system to find the real obstacle
Key takeaways:
- Accountability asks why you did not do it. Momentum asks what you need next.
- A stuck owner does not need a lecture. They need one finger of push to get traction.
- How many times this year have you restarted the same goal instead of building on it?
Who this episode is for: small business owners and financial advisors who keep restarting the same goals, searching for an accountability partner or business coach, or wondering why check-ins are not working.
Found the grandmaster who got your firm moving? Apply to share the story: https://www.decamillionairedecoded.com/ If you advise business owners, the Million Dollar Advisor training shows how Justin builds momentum into his own coaching and firm: https://youtu.be/84rh5RNuvvM If you want Justin connecting those pieces for your firm, start with Relentless Value Coaching: https://relentlessvaluecoaching.com/
3 Habit Traps That Destroy a Christian Business Owner's Growth
Christian owners doing everything right and still stuck: three habits can block blessing on the business. In Midas Touch Part 7, Justin Goodbread names three habit traps from scripture: pride, anxiety that …
Notas del episodio
Christian owners doing everything right and still stuck: three habits can block blessing on the business. In Midas Touch Part 7, Justin Goodbread names three habit traps from scripture: pride, anxiety that keeps you from seeking God first, and the urge to get rich quick.
In this episode: Most business advice focuses on what to do. In Midas Touch Part 7, Justin focuses on what to refuse, starting from a hard line: God will not bless what He has already cursed. His warning is that success is the moment of greatest spiritual danger, and he names three habit traps that quietly take down Christian business owners who are doing everything else right.
The first is pride, which he calls his own daily Achilles heel. He reads Deuteronomy 8, where the herds multiply, the silver and gold multiply, the heart lifts up, and you forget the Lord your God, and notes the warning arrives at the point of success, not struggle. He shares the Sunday school teacher who called him Hoss and the reason he answers greatly blessed, highly favored when anyone asks how he is. The second trap is anxiety about provision. Matthew 6 says seek first the kingdom, not second, and Justin argues that if your business is God's calling, worrying about paying for it is the posture of someone without a Father. In his experience, when he refuses anxiety and seeks first, provision chases him.
The third trap is the shortcut. Proverbs 13:11 says wealth gotten by vanity, a word meaning vapor, shall be diminished, but he who gathers by labor shall increase. He admits he has rushed deals and been kicked in the teeth, and he quotes Jim Rohn on becoming a millionaire for the person you become.
What you'll learn:
- Why success is a moment of spiritual danger for owners
- How pride shows up in a successful owner, from Deuteronomy 8
- Justin's daily pride prevention routine
- Why seeking first is a priority, not passivity, from Matthew 6
- How refusing anxiety changes the way you lead
- Why get-rich-quick wealth diminishes, from Proverbs 13:11
- Why doubling or tripling value through labor fits biblical stewardship
- What Jim Rohn meant by the person you become
Key takeaways and quotes:
- The enemy offers wealth at the cost of your soul. God offers it at the pace of your character.
- "Whenever I refuse anxiety, and when I seek his kingdom first in my business, provision chases me."
- You may not go from zero to nine figures in 12 months, but what you build by labor can last.
Who this episode is for: Christian business owners and faith-driven entrepreneurs searching for biblical business principles, how to handle pride and anxiety as a leader, or why growth feels blocked.
Chapters: 00:00:00 Pride and Forgetting God 00:09:23 Anxiety Versus Seeking First 00:14:48 Get-Rich-Quick Wealth
If walking away from a habit changed your business, apply to share it: https://www.decamillionairedecoded.com/ If you advise Christian business owners, the Million Dollar Advisor training shows how Justin built his own firm on these principles: https://youtu.be/84rh5RNuvvM
Delegate Your Way to Freedom: Stop Being the Bottleneck
Owners who built a practice and then a prison: you are the bottleneck, and delegation is the way out. Justin Goodbread explains how sitting at the center of scheduling, email, staff, clients, and compliance …
Notas del episodio
Owners who built a practice and then a prison: you are the bottleneck, and delegation is the way out. Justin Goodbread explains how sitting at the center of scheduling, email, staff, clients, and compliance turns the business into a demanding job.
In this episode: Many owners build a successful business and realize they have built their own prison. Scheduling, email, employees, frustrated clients, and compliance all run through them. On a recent operations call, one owner asked Justin a tactical question he had been stuck on. His hourly rate was $3,500. The task could be hired out for $50. He was spending $7,000 to do a $100 task. That, Justin says, is what stuck looks like.
Stuck usually wears one of three disguises: demanding hours, perfectionism (his coach's line is that perfection is the enemy of done), or being the bottleneck everything must pass through. The fears are predictable too. What if the hire does not work out? Justin flips it: what if it does? His operations hire took far more off his plate than he planned to give her, and the business accelerated. The first case his new sales hire closed was over six figures in annual recurring revenue, the largest client the firm had ever signed.
Then he runs the numbers. A solo professional tops out around $200,000 to $360,000. One lead with two support people can carry roughly $1.2 million, about $412,000 of revenue per employee. He explains when to hire, at every $250,000 to $400,000 of new revenue, why to watch the 80% capacity line where burnout starts, your own wall of 30 to 40 clients or 50 hours a week, and why recurring revenue should hold a 30% margin so no salary rides on borrowed money. He seeded Relentless Value Coaching with $400,000 and no debt for that reason.
What you'll learn:
- Why a successful business can feel like a prison
- How to spot spending $7,000 of your time on a $100 task
- The three disguises of stuck: hours, perfectionism, and bottlenecks
- Why asking what if the hire works changes the decision
- How one lead with two support people can carry about $1.2 million
- When to hire: revenue thresholds, capacity, and margin
- Why a 30% margin on recurring revenue protects every new salary
- The grind-to-genius map: moving from chaos to an aligned team
Key takeaways:
- Perfection is the enemy of done.
- Somebody out there wants the very work you dread.
- The right hire raises what the business is worth.
Who this episode is for: small and service-based business owners who feel trapped as the bottleneck, searching for how to delegate, when to hire, or how to scale without burning out.
Delegated your way out of the bottleneck? Apply to tell the story: https://www.decamillionairedecoded.com/ If you advise business owners on growth, the Million Dollar Advisor training shows the hiring math Justin used in his own firm: https://youtu.be/84rh5RNuvvM Relentless Value Coaching helps advisors hand off the work that keeps them stuck in the middle: https://relentlessvaluecoaching.com/
Presell Clients Before the First Sales Meeting
If you count on the meeting itself to win the client, you have already lost: the sale happens before they arrive. Justin Goodbread explains the secret element of a presold client meeting and how to engineer …
Notas del episodio
If you count on the meeting itself to win the client, you have already lost: the sale happens before they arrive. Justin Goodbread explains the secret element of a presold client meeting and how to engineer conversion before the prospect walks in.
In this episode: Most owners walk into a prospect meeting counting on the presentation, credentials, and charisma to close. Justin's view is that if you are relying on the meeting to win the client, you have already lost. The meeting is where the sale is confirmed, not where it happens. With the right system, he says, a closing rate can move from 30% to 60% to nearly 100%.
He lays out the six elements of the convert phase: the ideal client raises a hand, engages, goes through the prelude, the meeting, the postlude, and signs. This episode lives in the prelude, and the secret ingredient is friction. Most owners send a bare calendar link and hope; Justin did the same when he first set up his RIA. Effort invested raises perceived value, the IKEA effect, which he illustrates with his daughter Savannah, who looked like a wet rat at birth and was still the most beautiful thing he had ever seen. A prospect who completes several steps arrives far more invested than one who clicked a scheduling link.
Friction also positions you as the authority with selective access and caps supply on purpose. If you can serve only three new clients a month with a premium experience, market exactly that. He tells of a recent $45,000 prospect who opened the call with I just want to make sure I'm the right fit for you, and was still sent away with three or four assignments and an invitation to come back ready. Then he walks through the seven elements of a booking page, starting with the pain-to-payoff journey and who the meeting is for.
What you'll learn:
- Why the sale happens before the meeting
- The six elements of the convert phase
- Why a bare calendar link hurts your close rate
- How friction and the IKEA effect raise buyer commitment
- How selective access and capped supply build authority
- The $45,000 prospect who hoped to be accepted
- The seven elements of a booking page that presells
- How to move a closing rate from 30% toward 100%
Key takeaways:
- If you are relying on the prospect meeting to close the deal, you have already lost.
- When your prelude works, prospects hope you will accept them.
- Market the capacity you actually have, such as three new clients a month.
Who this episode is for: service business owners and financial advisors searching for how to close more sales, improve a sales process, or book better prospect meetings.
Advisors whose prospects show up ready to say yes can apply to be a guest: https://www.decamillionairedecoded.com/ If you advise business owners and want the full convert phase behind this booking page, the Million Dollar Advisor training walks through it: https://youtu.be/84rh5RNuvvM Relentless Value Coaching helps advisors build the system that does the selling before the meeting: https://relentlessvaluecoaching.com/
Consistent Marketing Beats Perfect Marketing: $106M in New Assets
Owners waiting until their marketing is polished: consistency, not perfection, drove $106 million in new assets in one year. Justin Goodbread breaks down the marketing framework that onboarded $106 million in …
Notas del episodio
Owners waiting until their marketing is polished: consistency, not perfection, drove $106 million in new assets in one year. Justin Goodbread breaks down the marketing framework that onboarded $106 million in new assets under management and took his coaching business past $1 million in a year.
In this episode: The owners winning at marketing right now are not working harder at it, Justin says. They stopped doing it wrong. In this whiteboard episode he tears down the myths that keep professionals from marketing at all. Thousands of followers? If you can onboard only five new clients a month with a premium experience, a few hundred of the right people beat five million of the wrong ones. Too time-consuming? The old drive-across-town prospect lunch ate two hours, and the same two hours can record everything your marketing needs. A team, another credential, and perfect polish are not the gate either. Justin admits he cannot spell, and if perfection held him back nothing would ever ship.
Most owners do not have a knowledge problem. They have an eyeball problem. The path runs know, trust, need, and the engine is his 7-11-4 rule: an ideal client consumes seven hours of your content across eleven touchpoints on four platforms and moves from never hearing of you to knocking on your door. The funnel has three jobs: the top attracts attention, the middle builds trust, and the bottom converts, which is where friction belongs.
He shares his own receipts from running the system: LinkedIn grown from 3,000 to 13,000 followers in five months, coaching clients onboarding the equivalent of $106 million in new assets since January, and a coaching business that crossed $1 million in revenue in its first year. He also takes listeners inside a funnel build from his coaching group.
What you'll learn:
- The myths that stop owners from marketing: followers, time, team, credentials, polish
- Why a few hundred of the right people beat millions of the wrong ones
- Why consistency beats perfection
- Why most owners have an eyeball problem, not a knowledge problem
- The 7-11-4 rule: seven hours, eleven touchpoints, four platforms
- The funnel's three jobs and where friction belongs
- How Justin grew LinkedIn from 3,000 to 13,000 followers in five months
- How the system helped his coaching business pass $1 million in year one
Key takeaways:
- If perfection held me in place, nothing would ever ship.
- You do not have a knowledge problem. You have an eyeball problem.
- Where does your marketing break: attention, trust, or conversion?
Who this episode is for: small business owners and financial advisors searching for a client acquisition strategy, a simple marketing funnel, or how to market consistently without a big team.
Grew through consistent, imperfect marketing? Apply to share what you did: https://www.decamillionairedecoded.com/ If you advise business owners and want the funnel build behind these numbers, the Million Dollar Advisor training covers it: https://youtu.be/84rh5RNuvvM Relentless Value Coaching teaches the same framework to advisors ready to run it: https://relentlessvaluecoaching.com/
Larry Hagner: Success Without Losing Your Family
Owners who use work as a reason to be absent at home: hear one founder's mirror moment and what he changed. Justin Goodbread welcomes Larry Hagner, founder of The Dad Edge, for a raw conversation about the …
Notas del episodio
Owners who use work as a reason to be absent at home: hear one founder's mirror moment and what he changed. Justin Goodbread welcomes Larry Hagner, founder of The Dad Edge, for a raw conversation about the personal cost of professional success.
In this episode: Justin opens with a question every successful owner should ask: do my kids recognize me? Larry Hagner grew up without a father, survived an abusive stepfather, and was abandoned twice by his biological dad. At 34, on the day he lost a customer worth 60% of his income, he disciplined his four-year-old son so harshly that the boy flinched when Larry reached to help him up. Larry realized he had become the monster he swore to protect his children from. That night he created a Facebook page called The Good Dad Project, the start of what became The Dad Edge.
Larry explains the drift: how successful owners slowly become absent at home, and why he compares it to an undetected cancer. He shares the research that when a wife says I love you, but I'm not in love with you, she has often been thinking about leaving for at least two years, and that about 80% of your one-on-one time with your kids is gone by the time they turn 12. He walks through the Brave Man Code, his operating system for men: Bond for marriage, Raise for fatherhood, Amplify for business, money, and legacy, Vitality for body and mind, plus Enjoy, Movement, Action, and Network.
Justin shares his own turning point, the question his wife Emily asked from a hospital bed: what's another million dollars going to do for us? They also tell of a $42 million founder whose wife answered news of his exit with one question: does this mean you can finally have donuts with dad at the kids' school? The practical close is running your family with the same systems, weekly planning, and scorecards you use in your business.
About Larry Hagner: Larry Hagner is the founder and host of The Dad Edge podcast, which has passed 40 million downloads, the author of The Pursuit of Legendary Fatherhood, and the creator of the Brave Man Code. He coaches fathers and business owners through the Dad Edge Alliance and the Dad Edge Business Boardroom Brotherhood for entrepreneurs. He has been married for 23 years and is the father of four boys.
What you'll learn:
- How Larry turned the worst night of his life into The Dad Edge
- The drift: why successful owners slowly disappear at home
- What I love you, but I'm not in love with you really signals
- Why 80% of one-on-one time with your kids is gone by age 12
- The Brave Man Code: Bond, Raise, Amplify, Vitality, and more
- The question from Emily's hospital bed that changed Justin's answer
- How to run your family with the systems you use in business
- Why kids spell love T-I-M-E
Key takeaways:
- Presence beats provision once the bills are paid.
- Owners often use work as an excuse to avoid the emotional labor of being present at home.
- What is one thing you have sacrificed for your business that you are ready to reclaim?
Who this episode is for: business owners and entrepreneurs who are fathers and husbands, searching for work-life balance, how to be a present father, or how to protect their marriage while building a business.
Resources mentioned: Larry Hagner on LinkedIn The Dad Edge website: thedadedge.com The Dad Edge on Facebook The Dad Edge Podcast
Fathers who built a business without losing their family can apply to be on the show: https://www.decamillionairedecoded.com/ If you advise successful owners who are paying for growth at home, the Million Dollar Advisor training shows how Justin built a firm that gave him time back: https://youtu.be/84rh5RNuvvM
Stop Relying on Referrals: Build a Hyper-Targeted Practice
Owners whose growth plan is waiting for the next referral: hope is not a system, and five steps can replace it. Justin Goodbread uses a fishing story from the Tennessee River to explain why catching mudfish …
Notas del episodio
Owners whose growth plan is waiting for the next referral: hope is not a system, and five steps can replace it. Justin Goodbread uses a fishing story from the Tennessee River to explain why catching mudfish keeps most advisors under $1 million.
In this episode: Most professionals were taught that word of mouth and general networking are a growth strategy. Justin calls it hope, and he says it is the main reason most advisory firms stay stuck under $1 million in revenue. To explain why, he goes back to a lesson from his dad about two kinds of people who fish. One goes to the river, throws a line anywhere, and catches mudfish. The other is the pro in a serious bass boat on the Tennessee River, who knows exactly which fish he is after and where it is hiding.
Owners do the mudfish version all the time. They go to a networking event, spend an hour with someone who is plainly the wrong client, and hope that person knows somebody. Justin contrasts that with how the pros work. They study the structure beneath the surface, the rocks and edges where the fish hold. They watch conditions, because there are days when fish are hungry for a particular bait. For an owner, that means knowing the exact trigger that makes your client ready to say yes, whether it is a deadline, a market swing, fear, or opportunity. He also points to LinkedIn as a place where you can read a prospect's profile and know quickly whether they fit.
From there he lays out the five steps the pros follow and most owners skip: know your species, know where it lives, know when it bites, use the bait built for it, and be selective about what you keep. He shares how his own coaching program takes only a handful of new clients each month and turns away people who do not follow the process, even if they have money. Get this right, he says, and you can reach the point where the nets feel like they are breaking.
What you'll learn:
- Why relying on referrals and word of mouth is hope, not a system
- The mudfish versus the pro: two ways to go fishing for clients
- Why networking with the wrong demographic wastes your time
- How to find where your ideal client lives, beneath the surface
- How to identify the trigger that makes a client ready to buy
- Using LinkedIn to qualify prospects quickly
- The five steps for a hyper-targeted growth system
- Why being selective helps you scale faster
Key takeaways:
- Hope is not a system.
- Know the species of fish you're going after.
- Just because you make a lot of money doesn't mean we're going to work with you.
Who this episode is for: service business owners and advisors who rely on referrals, searching for how to attract high-value clients or get more clients without networking events.
Resources mentioned: Related video: Why 80% of Financial Advisors Never Break $1M
Advisors who stopped waiting on referrals and built a system can apply to be a guest: https://www.decamillionairedecoded.com/ Advisors stuck under $1 million can see how Justin targeted his own firm's growth in the Million Dollar Advisor training: https://youtu.be/84rh5RNuvvM
Why Your Business Is Stuck Under $1 Million: 5 Industry Lies
Advisors and service owners working harder without crossing $1 million: five beliefs the industry taught you may be the cause. Justin Goodbread names five lies, starting with a full calendar equals a growing …
Notas del episodio
Advisors and service owners working harder without crossing $1 million: five beliefs the industry taught you may be the cause. Justin Goodbread names five lies, starting with a full calendar equals a growing business and ending with more credentials equal better clients.
In this episode: Justin's argument is that crossing $1 million in revenue is not about working harder or being smarter. It is about removing five beliefs the industry taught you. He opens with a coaching client who came in working seven days a week and still had not crossed $1 million, and whose one rule was that Sunday was off limits for church.
The first lie is that a full calendar means a growing business. Justin suggests a weekly team session between 9 and 11 on Monday and limiting client meetings to set windows, the way a doctor offers next Tuesday at 9 a.m. The second is that serving more people means more opportunity. He uses the device at the back of a shrimp net that lets everything that is not shrimp escape, and a journal report showing 87% of advisors say they serve business owners while 58% say they serve healthcare, which proves most are not really specialized. Owners who scale past $1 million and $3 million make it stupid tight on who they serve.
The third lie is that complexity signals competence. The fourth is putting your 401(k) ahead of your own company. He recommends reinvesting about 20% of revenue strategically into growth. The fifth is that more credentials bring better clients, and he challenges listeners to total three years of spending on credentials and compare it to what they spent on growth.
What you'll learn:
- Why a packed calendar is not proof of growth
- How to protect time for your team and set client meeting windows
- Why serving everyone shrinks your opportunity
- What a shrimp net teaches about choosing who you serve
- Why complexity confuses prospects instead of impressing them
- Why reinvesting about 20% of revenue can beat maxing out your 401(k) first
- Why more credentials rarely bring higher-caliber clients
- A three-year audit of where your growth money really went
Key takeaways:
- Most professionals never break $1 million because they serve everyone and specialize in no one.
- Reinvest about 20% of your revenue strategically into growing the top line.
- Pull three years of financials and compare what you spent on credentials with what you spent on growth.
Who this episode is for: service business owners and financial advisors stuck under $1 million in revenue, searching for why their business is not growing or how to niche down.
Chapters: 00:00:00 The Full Calendar Myth 00:09:49 Serving More, Complexity 00:16:37 401(k)s and Credentials
Advisors who unlearned the industry's lies and grew can apply to be a guest: https://www.decamillionairedecoded.com/ If you advise business owners, the Million Dollar Advisor training shows how Justin moved past these five lies in his own firm: https://youtu.be/84rh5RNuvvM Relentless Value Coaching works with advisors ready to stop believing them: https://relentlessvaluecoaching.com/
Generosity in Business: How Stinginess Leads to Poverty
Christian owners who give sporadically at year-end: build generosity into how the company operates. In Midas Touch Part 6, Justin Goodbread contrasts stinginess and generosity and offers a framework for a …
Notas del episodio
Christian owners who give sporadically at year-end: build generosity into how the company operates. In Midas Touch Part 6, Justin Goodbread contrasts stinginess and generosity and offers a framework for a company that acts as a local blessing.
In this episode: In Midas Touch Part 6, Justin turns to Proverbs 11:24: there is that scattereth, and yet increaseth, and there is that withholdeth more than is meet, but it tendeth to poverty. He explains it from his own farm in East Tennessee, where every year he plants dozens of acres of winter rye, wheat, and brassicas for the deer. The seed hopper on the back of his tractor holds about 600 pounds and throws seed twenty feet in each direction. It looks wasteful, and it is exactly how a harvest works.
Speaking to Christian business owners, Justin argues the stingy owner is not protecting the company, he is shrinking it. He shares a season when his firm committed to a plan of giving that cost about $50,000 over roughly 18 months, and says the return was far beyond the number, not because generosity is a way to manipulate God, but because the most generous seasons of his career have also been the most prosperous. He walks through Proverbs 19:17 on lending to the Lord, and 2 Corinthians 9 on sowing sparingly or bountifully and being enriched in everything so you can be generous on every occasion.
He calls it a flywheel: generosity causes people to give thanks to God, God enriches the giver so they can give more, and the wheel keeps turning. Stingy owners may accumulate assets without being enriched, and stingy business owners always look smaller than their revenue, while generous ones look bigger. His practical step is to stop treating giving as a sporadic year-end afterthought and build it into the company's operating agreements, with consistent monthly or quarterly giving, so the business becomes a steady local blessing. He ends with questions to answer this quarter: where can your business be generous, and with whom?
What you'll learn:
- What Proverbs 11:24 teaches about scattering and withholding
- The seed hopper lesson from Justin's farm
- Why stinginess shrinks a business over time
- The $50,000 giving season and what came back
- Lending to the Lord and sowing bountifully in 2 Corinthians 9
- The generosity flywheel
- Why stingy owners look smaller than their revenue and generous ones look bigger
- How to build a giving system into your operating agreement
Key takeaways:
- Stingy business owners always look smaller than their revenue. Generous business owners always look bigger.
- The most generous seasons of my life have always been when I've been the most prosperous. That's not coincidence.
- It's a flywheel.
Who this episode is for: Christian business owners searching for generosity in business, biblical principles for business, or how to build consistent giving into their company.
Built giving into how your company operates? Apply to share it: https://www.decamillionairedecoded.com/ If you advise faith-driven business owners, the Million Dollar Advisor training shows how Justin ran his own firm on these principles: https://youtu.be/84rh5RNuvvM
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