Settling is selling your business for less than it’s worth because you weren’t ready, informed, or positioned to negotiate.

This is the playbook for how to avoid that.

If you’re even thinking about selling in the next 1–5 years, this post is for you.

Because most founders don’t sell—they settle. They settle for the first decent offer. They settle for a lower valuation. They settle because they weren’t prepared.

Here’s what you need to know before you ever go to market.

Your business isn’t worth what you think it is. It’s worth what a buyer is willing to pay.

And buyers don’t just look at top-line revenue or bottom-line profit. They look at: Risk. Transferability. Growth potential.

- 74% of business owners regret how they exited their company.

- Only 2% have a written transition plan.

- 58% have done zero exit preparation.

Most exits aren’t victories.
They’re quiet disappointments.

You spend 10, 20, maybe even 30 years building a company…
Only to get lowballed at the finish line.