How to Know What Your Business Is Really Worth (Before It Costs You Millions) with Dave Bookbinder

Most business owners have no idea what their company is actually worth, and the cost of guessing can run into the millions. In this episode, I sit down with valuation expert Dave Bookbinder, a man who’s spent decades cutting through the myths, misunderstandings, and ego-driven fantasies that derail leaders during exits, acquisitions, and scale-up decisions.

Dave reveals why 90% of modern business value now sits in intangibles, how misinformation spreads through “golf course valuations,” and why your people may be your most valuable asset even though they never appear on the balance sheet.

We unpack the wild delusions leaders fall for, the red flags in buying and selling a business, and the hidden traps that destroy valuation long before the due diligence begins. From “hockey stick forecasts” to ego-fuelled exits that collapse at the finish line, Dave breaks down the art and science behind knowing your true worth.

If you're serious about scaling, selling, or simply running a tighter, more profitable business, this episode will challenge the way you think about value and show you the hard numbers behind better decisions.

Actionable Takeaway

1. Know your true value before someone else decides it for you.
2. Stop relying on hearsay. Build your decisions on real data.
3. If you don’t value your people, your business won’t be valuable either.
4. Run your business today as if buyers are watching.
5. Face the gap between where you are and where you want to be.
6. Don’t let your ego cost you the deal of a lifetime.
7. If the future suddenly looks too good to be true, question everything.
8. Bring in experts so you don’t leave money or opportunities on the table.

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