This was a significant principle I learned from Michael Gerber: ” Your business is your product.” Once you start thinking from this perspective you’re forced to Consider how to package your product. How do you fatten up the bottom line but keep top line growing at a staggering rate? Because in truth that’s what buyers are paying for; expectations. The expectation that you’ve built something that they can own which will continue to grow and throw off consistent profits. That is where the value lies. This no different than stock projections; expected future earnings.

So, you see it’s not you that they are interested in, it’s what you’ve built. “Build it and they will come.”- Field of Dreams

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