Justin Goodbread with Jason Barnard on Fastlane Founders And Legacy. The DecaMillionaire Doctrine

Justin Goodbread talks with Jason Barnard about the DecaMillionaire Doctrine.

The DecaMillionaire Doctrine! Justin Goodbread—decamillionaire entrepreneur, bestselling author, renowned business strategist, and the founder and CEO of Relentless Value Coaching—shares the principles that take founders from “making a living” to building life-changing wealth. Drawing from decades of experience scaling, selling, and advising multiple high-value companies, Justin breaks down his proven systems for achieving $10M+ net worth and creating a business that delivers true freedom.

Get ready for a deep dive on:
– Exactly how to pinpoint your “perfect client” and why it’s the #1 difference-maker for rapid growth
– Why simplifying your business model is the key to explosive scale (and what complexity is quietly killing)
– The step-by-step process for making your company run—and thrive—without you
– Proven strategies for building a team culture and systems that let you finally unplug, stress-free
– The “own your mission” mindset shift that every true decamillionaire makes

This episode delivers actionable, no-fluff wisdom for entrepreneurs, founders, and service-based business owners ready to level up from success to significance.

#DecaMillionaire #BusinessGrowth #EntrepreneurJourney #FounderStories #BusinessSystems #WealthBuilding #FastlaneFounders #JustinGoodbread #LegacyLeadership #EntrepreneurTips

What you’ll learn from Justin Goodbread

This episode was recorded live on video August 5th 2025

Links to pieces of content relevant to this topic:
https://podfol.io/profile/justin-goodbread
Justin Goodbread

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Transcript from Justin Goodbread with Jason Barnard on Fastlane Founders And Legacy. The DecaMillionaire Doctrine

[00:00:00] Justin Goodbread: A DecaMillionaire is how fast can I scale? How fast can I move? Instead of planning for a million dollars in revenue, how do I actually plan for $10 million in revenue during the exact same timeframe? And what separates DecaMillionaires from the average millionaire out there is simply a mindset of getting out our own way.

[00:00:21] Justin Goodbread: I had the privilege of interviewing literally hundreds of DecaMillionaires and those who coach DecaMillionaires on my podcast, DecaMillionaire Decoded. And we’re writing about this under my newest book, The DecaMillionaire Way. And how any business owner can reach a $10 million net worth. And what it all boils down to this mindset, Jason of

[00:00:39] Narrator: Fastlane Founders and Legacy with Jason Barnard.

[00:00:42] Narrator: Each week, Jason sits down with successful entrepreneurs, CEOs and executives and get them to share how they mastered the delicate balance between rapid growth and enduring success in the business world. How can we quickly build a profitable business that stands the test of time and becomes their legacy?

[00:01:02] Narrator: A legacy we’re proud of. Fastlane Founders and Legacy with Jason Barnard.

[00:01:08] Jason Barnard: Hi, everybody and welcome to another Fastlane Founders and Legacy with me, Jason Barnard. And a quick hello and we’re good to go. Welcome to the show, Justin Goodbread.

[00:01:21] Justin Goodbread: Hey Jason. How are you sir?

[00:01:23] Jason Barnard: I’m fine. Today we’re going to be talking about the DecaMillionaire Doctrine and if I understand correctly, a DecaMillionaire is 10 million.

[00:01:32] Justin Goodbread: That is absolutely correct. $10 million or more net worth is whenever you reach Deca millionaire status. So 10 million to 99.999 million is DecaMillionaires.

[00:01:43] Jason Barnard: Right. And how many of them are in the world? I actually talked to a friend of mine. He suggested that ChatGPT told him 33,000.

[00:01:51] Justin Goodbread: That’s correct.

[00:01:52] Justin Goodbread: There’s less than 40,000 DecaMillionaires in the world at this particular point. Now, my job and what my goal is to radically change that, Jason, because I look at the DecaMillionaire, it’s like the millionaire of the 1990s. You know, 1990 was the century ago, right? So here we’re in the two thousands.

[00:02:08] Justin Goodbread: We gotta raise the bar. So $10 million is a new millionaire. That’s where we’re at going forward.

[00:02:13] Jason Barnard: Okay. So today you’re going to make one more, so it’ll be 33,000 and 1. And that’s me in a few years time, and hopefully other people watching it will make it 33,000 and 2, 33,000 and 3 and then we’ll be up that. Before we get going with that, I mean, I’m really interested ’cause it’s all about mindset and I’m really, really keen to understand and get to grits with that.

[00:02:33] Jason Barnard: Looking at your Brand SERP. So here we have the search for your name, Justin Goodbread, Knowledge Panel. That’s a beautiful Google Knowledge Panel. It’s lovely. I see that underneath your name it says you’re an author, but in fact you are a financial educator and a wealth manager.

[00:02:49] Jason Barnard: What would you classify yourself as?

[00:02:52] Justin Goodbread: That’s interesting. Actually, I sold that business a few year back and took a little bit of a sabbatical. So now I am a keynote speaker and a coach, teaching business owners how to radically change their business. So where all that’s coming from is when I had my company financially simple heritage investors and heritage business owners.

[00:03:10] Justin Goodbread: We made a huge mark in the industry. We took a business from startup to an eight figure exit, $10 million plus exit in 49 months. And so after that exit, I stepped into a president role and said, Hey, if I can do this in a small business and help literally hundreds of business owners rapidly scale their companies, can we do it in a mid-size business?

[00:03:28] Justin Goodbread: So for a period of two years, I served as a president of a company, took an eight figure business to a nine figure valuation 18 months. Now, that’s what we talk about on the DecaMillionaire Doctrine. So in January this year, we launched out our coaching program, and so now we’re having a blast doing public speaking, writing books, and helping business owners.

[00:03:45] Jason Barnard: Brilliant. And this is kind of the thing with Google is especially when you’ve written a book and Google Books is what we call a primary data source. A primary fact source is it gets stuck in the past and it doesn’t keep up with you. It thinks you’re an author because you have this book. It ends up with the overview of you, the description of you being stuck in that book.

[00:04:06] Jason Barnard: One of the disadvantages of writing a book is exactly that. It’s difficult for you to then have your Personal Brand narrative on Google keep up with you. But then I looked in AI mode on Google, which is Google’s AI summary of the results from its web index, which isn’t actually a summary of the first page that we just saw.

[00:04:23] Jason Barnard: It’s a summary of lots of snippets about you. This is much more accurate and up to date. And this is where we’re going, AI mode. Same thing as ChatGPT, Perplexity, Microsoft Copilot. And this is the future of brand management. At Kalicube®, we’re loving every minute of it because this is what we specialize in.

[00:04:43] Jason Barnard: So keeping your Personal Brand up to date in the old world of SEO of Search Engines was significantly more difficult than it is. Luckily now in AI assistive engines like AI mode. But back to the DecaMillionaire shift, which is your current focus and your Personal Brand is all about that, which is why you are here.

[00:05:02] Jason Barnard: What is the mindset?

[00:05:05] Justin Goodbread: The mindset of a DecaMillionaire is exactly what you just alluded to is constantly changing and moving. And you know, Wayne Gretzky was a famous hockey player for all times and said, always skate to where the puck is going. That’s what led to his success and the mindset of a DecaMillionaire is not living in the past.

[00:05:19] Justin Goodbread: So I love the fact that you just illustrated Google and it’s ineptitude for so many of us who are actually working in the real space. And for those of us who are shifting real time, Google is like a dinosaur. That’s where many millionaires are, especially business owners. We work really hard about trying to reach a status.

[00:05:35] Justin Goodbread: Maybe it’s an income level, maybe it’s, Hey, we wanna reach $20,000 a month or $250,000 a year in income or you know, maybe want to hit a million dollars in top line revenue, whatever that data point is. So many business owners push toward that first book like I did five years ago or that second book, or now I’m writing my third and my fourth, which will be launching out here in the next six months.

[00:05:55] Justin Goodbread: We’ll change all that again. So many of us, we stay focused in the past or stay smoke focused in very short term wins. A DecaMillionaire is how fast can I scale? How fast can I move? Instead of planning for a million dollars in revenue, how do I actually plan for 10 million in revenue during the exact same timeframe?

[00:06:14] Justin Goodbread: And what separates DecaMillionaire from the average millionaire out there is simply a mindset of getting out our own way. I had the privilege of interviewing literally hundreds of DecaMillionaires and those who coach DecaMillionaires on my podcast, DecaMillionaire Decoded. And we’re writing about this under my newest book, The DecaMillionaire Way, and how any business owner can reach a $10 million net worth.

[00:06:37] Justin Goodbread: And what it all boils down to this mindset, Jason of belief. Belief. Do we truly, truly believe that there is a mission in front of us that we can achieve whatever that may be around a product or service or reputation or influence or impact, whatever the word is, to whoever’s listening to us, whatever that mission is, do we truly believe that we were created and uniquely equipped to accomplish that mission?

[00:06:59] Justin Goodbread: And what I experienced for talking with DecaMillionaires and what I’ve discovered even my own journey, is once my mind shifted to that little thing of I believe that I can achieve this, whatever this is. Then I’m going to have the tenacity and the wherewithal to face whatever the resistance is in front of me.

[00:07:15] Justin Goodbread: Whatever the pushback is from family, friends, the economy, the world leaders, whatever it is, we’re going to face some resistance. And if I can push my way through that, I can accomplish my wildest dreams. And that single thing, Jason, changes what I see the mindset of a DecaMillionaire from the average millionaire out there.

[00:07:34] Jason Barnard: Yeah, I really like that. I mean, I’m not a DecaMillionaire, so I can’t come on your podcast, but that exact mindset is what got me to create a musical career. A career as a professional musician. We supported Bob Dylan for one gig, which was one of the great moments of my life because despite the naysayers, I knew we would make it.

[00:07:57] Jason Barnard: And then I created a cartoon with my ex-wife, and we had a TV series. We had a billion page views in 2007. And once again, despite the naysays, despite the people saying, this isn’t going to happen, you’re not going to get there, there’s so many characters out there. So I’ve got the mindset, but I just don’t have the $10 million.

[00:08:17] Justin Goodbread: The $10 million follows at some point. See, I have this firm belief that all work works. There’s nothing you can do today that’s going to fail. Even if you do fail, it’s preparing you for the next victory. I often say this, I firmly believe, and this is my personal belief, and I’m not trying to proselytise, but I believe that God has equipped each of us for what he’s uniquely made us for. I believe with all my heart that everything we’ve gone through in our past.

[00:08:39] Justin Goodbread: All the failures, all the hardship, the painful seasons of our life that every one of us deal with. The joys of our life. You know, I remember holding each of my children for the first time in that big moment. I remember walking to meet my bride at the altar and just seeing that those happy moments of our life. The time I caught that 10 pound large mouth bass, I mean, oh, what a day.

[00:08:59] Justin Goodbread: You know, these are many memories that each of us might have. Each of these things in our past are ultimately preparing us for our future. But here’s what separates the millionaire from the DecaMillionaire. DecaMillionaire understands a simple concept, and that is this, simplicity scales, complexity fails.

[00:09:17] Justin Goodbread: The simpler we can get in our business, the faster it moves. So many of us, because we’re very smart, especially as business owners, we’re tenacious, we’re smart, we know how to work hard. We get up in the morning and we grind, grind, grind. We’re in this culture of grind these days. The difference between the millionaire is we look at ourselves and say, we can do this, and we can.

[00:09:38] Justin Goodbread: The DecaMillionaire says, I can’t do this. Even though they can’t, they say, I can’t do this. How do I simplify this down? So the formula that we teach with all of our coaching that I write about in my books, I speak on stage when I’m on podcasts. It’s around this one thing. Who are you best equipped to serve?

[00:09:53] Justin Goodbread: Who is that one person? That one person? If you had 15 or 20 of them in your life today, more than likely, if you had 15 or 20 of your top clients right now, it would probably two extra revenue of your company, more than likely. Who is that one person? And how do we meet that one person where they’re at?

[00:10:10] Justin Goodbread: How do we design a process or a product that plants enough seeds in front of that one person that hits them where their pain is today, and shows them that you have the solution to move them from their pain to the desire payoff? And if we can do that, Jason, over and over and over again through simplicity.

[00:10:27] Justin Goodbread: And moving ourselves as a business owner out the position. What we built is we built a, the golden goose, as the old adage says, we built a business that somebody else wants to buy from us.

[00:10:37] Justin Goodbread: And it’s really interesting

[00:10:38] Jason Barnard: you should say that because I’ve spent 10 years building Kalicube® and Kalicube Pro™, our platform that we use to manage brands.

[00:10:47] Jason Barnard: And my initial thought was every brand needs us. Every person needs us. I can serve the entire world. And it’s taken me 10 years to get to the point that you’ve just described, which is ambitious entrepreneur investing in their Personal Brand who wants to take control and amplify their voice in Google and AI.

[00:11:04] Jason Barnard: That’s our perfect client. I get 200 of them. I’ve got DecaMillionaire status pretty quickly.

[00:11:10] Justin Goodbread: Yeah, it’s interesting. One of our coaching clients, he’s a financial advisor, and I love my analytical friends out there because we often overthink things and that’s what he was doing. And we looked at him, we said, who are you most equipped to serve?

[00:11:22] Justin Goodbread: And he said, man, I love, I love working out. I said, you cool? Why do you like working out? We broke it down and he said, you know, I had this friend of mine who owns a gym, a little small gym. He’s doing about $35,000 a month in revenue. He probably should be about 60,000 a month. And he just started paying me, and we’ve already moved his business.

[00:11:38] Justin Goodbread: I said, did you have fun? He goes, man, if I had a hundred of those clients, I would be amazed. We totally repositioned his entire business to serve that particular niche. That one gym client who had $35,000 a month in revenue, who had this many members, I mean, we got super tight. We actually built him an avatar, which we have a primary secondary treasury avatars.

[00:11:57] Justin Goodbread: We built him vision statement values. We built him an entire process that speaks to that avatar. We retooled his team so that every employee on the team aligns with the syntaxes of the avatar. We did it in about nine months. After that nine months of totally retooling his business for one single purpose, his company has now tripled in value.

[00:12:16] Justin Goodbread: It’s tripled in revenue in nine months time. Why? You know, Jason, I grew up in the south, down here, in east, in South Georgia. I live in east Tennessee and the mountains over here in the U.S.. And one of the things I love to deal in my spare time is going to the hills. I love the mountains. I love God’s creation.

[00:12:32] Justin Goodbread: And my dad taught me this simple principle early in life, Jason, that you no doubt deal with and all of us as business owners deal with. And that is we find what we’re looking for. So one day we were picking blackberries, we wanted make a blackberry pie and it was, oh, I could taste it, Jason. It was so good on a hot summer day and we were out picking blackberries and I looked at my dad, I was about 12 years old, and I said, Hey pops, we calling him pops.

[00:12:52] Justin Goodbread: I said, Hey pops, aren’t you scared of rattlesnakes? Now rattlesnakes is a very poisonous snake here in the United States. And he said, no, I’m not. I said, why not? He goes, because I’m not looking for them. So we never saw rattlesnakes. So here, fast forward some odd 25 years and my young son and I are now picking blackberries and he says, dad, aren’t you scared of rattlesnakes?

[00:13:11] Justin Goodbread: I said, no, buddy, I’m not. ’cause I’m looking for ’em. He goes, let’s find something. Like you wanna find something? He goes, yeah, let’s find some. It took us five minutes. We found five rattlesnakes in five minutes. What the reality of that story is for us as business owners is whenever we look for success, when we look for that status, when we look for that next achievement, if we put all our intentionality around one single mission, around one single client, around one single process or product or service, or whatever your business offers, you put all that intensity behind that one thing, like a laser beam can cut steel versus a flashlight that just bounces off of things. You create that intensity that actually breaks through to your desired outcome. That’s the one part about being a deca millionaire Jason.

[00:13:51] Jason Barnard: Right. So Justin, what I’m now just hearing is I’m still not focused enough.

[00:13:58] Justin Goodbread: That’s the problem that many business owners have. We are still broad, so I’ll tell you principle this.

[00:14:04] Jason Barnard: I mean, the idea of saying an entrepreneur who’s investing in their Personal Brand is still really, really broad. If I said a DecaMillionaire who’s investing in their Personal Brand, I’m already down to 33,000 people.

[00:14:14] Justin Goodbread: Even in my own life. So I’ve started and sold seven companies. I literally teach thousands of business owners every year on how to rapidly scale their companies. And one of the principles I teach is something I learned at about the age of 16. My dad gave me, he owned a construction site, he gave me about a 16 pound sledgehammer.

[00:14:29] Justin Goodbread: Now, if you never swung a sledgehammer, friends, you missed out on life. It is a great day. It’s a lot of hard work. But he said, I want you to knock down this wall. He gave him a concrete wall that we were on a construction site. I want you to knock this down. This is your task for the day. So like an average 16-year-old, I grabbed that hammer and I began beating it all over the place. And he came after about an hour and I’m exhausted, didn’t make a dent in a couple of chips with no process. He said, son, you’re going about it wrong. I want you to take this sledgehammer and hitting this bottom right-hand side, I’m right-handed, so that’s where I can get the most leverage.

[00:14:58] Justin Goodbread: Hitting the bottom right hand side on this one dot. He took a can of spray paint. He put it there. I put a little black dot on the wall. He said, hit that one spot over and over and over and over again. He goes, what’ll happen is the wall will fall. It actually did. It fell in about an hour’s time ’cause we busted weak this area.

[00:15:15] Justin Goodbread: So the same thing is true in as business owners. Think about like in our country, we have Dave Ramsey, who’s talked about, you know, getting outta debt. He’s talks about debt for now 35 years on his seven baby steps. You talk about Robert Kiyosaki, which is another financial mind out there that talks about Rich Dad, Poor Dad.

[00:15:30] Justin Goodbread: He talks about, you know, making money work for you. What we often see as business owners, we see somebody like in my world, like Gary Vaynerchuk, who talks about this, that and the other. He talks about social media. He talks about one on the jets and he talks about trading Pokemon cards and he talks about going yard selling.

[00:15:46] Justin Goodbread: That’s not where these guys made their money. Oftentimes as an entrepreneur, we get so scattered in our message even we try to post out there on Instagram and Facebook and TikTok and Twitch and all these other things thinking that’s going to work. And it often causes us to like a 16-year-old with a sledgehammer, hit the wall all over the place and we never create the penetration we need.

[00:16:06] Justin Goodbread: When we get laser focused, like a laser beam on that one person and that one problem and that one solution that you can help them with, and if you had a hundred of these people, your life is set. When you get that focused, something changes. And here’s what changes jason, 8.2 billion people in the world.

[00:16:25] Justin Goodbread: The 8.2 billion people in the world, I have to believe that there is a hundred people who want what you already have. They want your solution. They just don’t know you exist because you’re scattering too many seeds in too many directions and you’re not getting the harvest. So a DecaMillionaire mindset and the way that DecaMillionaires reach that status is a simplify to a laser beam focus, planting one seed and consistently over and over and over again.

[00:16:51] Justin Goodbread: And just like whenever you’re farming or just like in a anything hard, you are going to reap a harvest. As you plant those seeds, they will yield the outcome. And that’s the difference between many business owners and the true DecaMillionaire out there.

[00:17:03] Jason Barnard: Right. So we, assuming I managed to actually now niche down even further and I currently am and I thought I was doing a good job. Apparently not. I mean that’s going to be my next thing. I actually had a conversation about that the other day, which is why I know there’s 3000 or less than 40,000 DecaMillionaires in the world. Oh, and that’s an interesting point as well, is you notice things when you are paying attention like the rattlesnakes.

[00:17:30] Jason Barnard: And this conversation that I’m having with you in conjunction with the conversation I had with Bob Gentle, it’s just ’cause I’m paying attention, so I remember it. Which is great. It shows I’m on the right path. But actually the next problem is what about team culture, customer experience, and my own freedom.

[00:17:49] Jason Barnard: Now what I find is I get bogged down in the day-to-day work that we need to make sure the customers have a premium experience and I need to make sure that the team are comfortable and those three together are going to make things happen. I would get out of everybody’s way, which will be a great thing, and they keep telling me to do it.

[00:18:08] Jason Barnard: What’s the secret?

[00:18:10] Justin Goodbread: So I like to walk our clients to an exercise. It’s an exercise that aligns all three things. The exercise is this, and whenever I say this, I can already hear my business owners, brothers and sisters out there. Your hearts are fixing to fall. So let’s go ahead and prepare for this. Okay?

[00:18:24] Justin Goodbread: Why don’t you go ahead right now, in the next year, go ahead and put on the calendar. You’re going to take four weeks off consecutively and not look at your email, not look at your fault. Don’t answer anything for four weeks if you have a team. Now, most of us say, there’s no way. There’s no way this can happen.

[00:18:38] Justin Goodbread: That’s that limited mindset that a millionaire have that a DecaMillionaire doesn’t. So a DecaMillionaire says, okay, if I have 12 months, if I have 365 days to prepare for four weeks off, what do I need to do? Well, we better have the systems in place that the team can operate without them coming to me as the bottleneck.

[00:18:57] Justin Goodbread: That’s number one. Number two, is the team competent. Are they the right people on the right seats using Jim Collins old statement that you made in good to great? Are they the right team members or do I need to make some changes? Okay. How much revenue do I need to have set aside in cash to weather the storm if there’s a revenue drip during that 30 day period of time. See, what happens is as a DecaMillionaire is if we place a big. Crazy goal out there. Like, I’m going to walk away for 30 days and my business is going to fall apart. We say, how do we do this?

[00:19:27] Justin Goodbread: There’s gotta be a way. There’s been people who are not as smart as me and people who are dumber than me. This accomplished the same thing. Why not me? So what do I have to backwards engineer today to start putting in place so I can take a month off? The difference between DecaMillionaires, we put a goal out there like this and say, yes, we want to align team culture.

[00:19:43] Justin Goodbread: We want to align our clients. We want have a premium service ’cause we want premium clients to pay us a premium price. We want all those things. So how do we align this? We put a something out there as a carrot for us. Man, wouldn’t it be nice to have four weeks in the Caribbean? Wouldn’t it be amazing to spend four weeks and not think about your business for four weeks a year from now?

[00:20:01] Justin Goodbread: The DecaMillionaire says, if I can accomplish this four weeks, then all these other things are going to follow to this one outcome. What a millionaire says is, oh, I gotta go over here and work on team culture. Oh, I gotta over here and work on my client service. Oh, I gotta do, and we focus at a granular level without tying it all together to an outcome that we truly desire.

[00:20:20] Justin Goodbread: So if that in fact, you want to havea positive team culture, If in fact you wanna offer best in class experience, if in fact that you want to have time off, put the carrot out there that is so rewarding to you as the owner, that you will put everything in front of you to charge through all the resistance you’re going to face.

[00:20:39] Justin Goodbread: Have somebody that knows the frameworks that you can follow. A good coach on your side that can walk you through that. And then charge hell with a water pistol. Don’t stop. Go forward. Because even if you can’t take four weeks off, you might get two and isn’t two better than none? See, that’s the difference between what the average business owner who bumps against this million dollar ceiling, and those of us who’ve learned how to step out of our own way, allow the sand to backfill into that crevice where we step out and then to achieve the freedom.

[00:21:11] Justin Goodbread: The freedom that we truly desire. And the freedom comes from time and it comes from money. So that is the way a DecaMillionaire thinks versus a millionaire. It’s pretty amazing.

[00:21:19] Jason Barnard: Yep. No, no. I’m looking forward to my four weeks in the Caribbean next year. I’ll probably only you two go, but there you go. And that is how you get a business not to collapse when you’re not there.

[00:21:29] Jason Barnard: And I think as a business owner who’s hitting that ceiling that you talk about. You are too nervous. And as you say, if you have the runway that allows it to not work a hundred percent when you’re taking 30 days off, you’re okay. My worry would always be that the premium service we offer, the entrepreneur clients we have isn’t delivered to the level that I would hope.

[00:21:59] Jason Barnard: I think that’s my biggest fear.

[00:22:02] Justin Goodbread: And I would rephrase that as a limiting belief. Okay. I would rephrase that as your limiting belief because if you believe that, then you’re looking for the rattlesnake and you’re going to find exactly what you’re looking for. On the opposite side, if you set that goal, whatever it is, let’s use my four week in the Caribbean just for fun, okay?

[00:22:19] Justin Goodbread: If you set that as your goal, you’re going to find that goal. And as you work toward that goal, you’re going to backfill in all the problems, and your mindset shifts from focusing on that limited belief of, oh my goodness, I’m not able to provide that premium service to my premium client, and if I leave, it’s going to decline.

[00:22:35] Justin Goodbread: That’s that belief that holds so many people at this sub level to where they don’t ever achieve their aspirations. The delta, if you remember what I said, I said, we all have a vision in the future we wanna achieve. Mine is freedom. Most of our entrepreneurs that we coach, they want freedom of time, freedom of stress, freedom of money, freedom of something.

[00:22:53] Justin Goodbread: But ultimately you’re going to have to face the resistance. How do you get through that resistance that you just outlined, Jason? It comes down to, do you truly believe you can accomplish that, whatever that is for you. And if you don’t, what we end up doing is we end up backwards qualifying and saying, well, we can never accomplish it because we gotta make sure we offer a premium science, premium offer to our premium clients so they have a premium referral rate.

[00:23:15] Justin Goodbread: All these various premium things. Yes, all that’s true. Set the goal out and then charge it with a water pistol with the belief that if we accomplish this, whatever this is, that four weeks in the Caribbean, then you just saw that limiting belief of the premium offer.

[00:23:30] Jason Barnard: Now, in that case, last question then is I’ve focused in on my absolute ideal client. Really nailed it down. I’ve spent nine months doing it. I’ve tripled my income and I’ve built this system whereby I can walk away to the Caribbean for a month. I come back, the company hasn’t collapsed. There’s been a slight drop, but everything’s fine and we can fix it, and there’s no big problems.

[00:23:55] Jason Barnard: How do I build my company then to last and to be able to run without me so I can spend all of my year in the Caribbean?

[00:24:03] Justin Goodbread: Absolutely. So I’ll tell you this at all the coaching clients, hundreds that we’ve coached through this process, we’ve never had a company even do move backwards in declination when the owner gets outta the way the company advances.

[00:24:13] Justin Goodbread: Even in my own life, whenever I build this through with my coach’s help. Whenever my wife got sick during COVID, we, our company grew by 40% while I was at her bed for eight weeks. That’s the process. So here’s the cool thing. Whenever you build what we’re talking about, where you can take a month off, six months off.

[00:24:29] Justin Goodbread: When I sold my last business that you read about in your Google Sheets, I was taking four months off a year, had a marger rate of 60% and increasing and had income that was second to none in my industry, was best in class. What transpired around that is I had somebody from the outside who was watching it and they said, Hey, Goodbread.

[00:24:46] Justin Goodbread: We see what you’re doing. We wanna pay you premium dollars for this machine that you created. Take these premium dollars. And whenever I now set back, I now make more in a quarter that I was making in a year back there, and I could literally retire now. Once at all, I wanna help business owners accomplish the same thing.

[00:25:03] Justin Goodbread: So what happens is when you do take that month off in the Caribbean and you go play, and your business excels, you’re going to come back and you’re just going to increase the velocity. You’re going to pour more clients through. You’re going to pour more systems in. You’re going to create the scale until you reach the valuation that you can really obtain freedom.

[00:25:19] Justin Goodbread: And now you’re going to walk through the exit. What we call, our fourth step in our process is relentless exit, which is now you’re in a position where somebody wants to pay you a premium dollar for that company. And when you look at the proceeds, net of taxes, net of fees, net of all the other fun stuff you gotta pay when you exit a company that you’re looking there and saying, okay, this now bank account offers me relentless freedom. My last step in the process that you don’t have to look back and worry about, well, this key client leaves, or the economy does this, or the politicians do X, Y, Z or tax law changes. You have this money over here and you could literally spend your entire life in the Caribbean if you so desire.

[00:25:56] Justin Goodbread: What I see though, Jason happens, and this is the tale of a true business owner, is you build it, you obtain that freedom and you pause. Take a little time to rest, and you look back and like, dude. This country boy, talking about Justin Goodbread born and raised on a dirt road in South Georgia, lives on a gravel road in east Tennessee.

[00:26:13] Justin Goodbread: If I can accomplish my wildest dreams in 49 months, Jason, you and everybody else can too. There’s a simple framework that’s proven. It’s a simple process. Oftentimes though, it’s like we’re traveling to a new destination. If we don’t know the game, we don’t know the road. If we don’t know the landmarks and we don’t know how to interpret the moves on the way, then it gets confusing to us.

[00:26:32] Justin Goodbread: So what happens that I see with business owners who reach that level of freedom is they turn around. They’re like, man, let me go back and help my brothers and sisters who are struggling with the same crap I was struggling with. Let me show them how to get through that really fast so they can accomplish their goals.

[00:26:45] Justin Goodbread: And that’s what I see to be right now at this phase of my life is ultra rewarding. And I’m watching so many business owners who are rapidly scaling their companies to reach this relentless freedom landmark. Our fifth step in our framework, whenever they get to that point, it’s like, I’m going to go help my brothers and sister back and it is so much fun, man. It’s a blast.

[00:27:03] Jason Barnard: Brilliant. Well, what I love about this conversation and thank you so much, is that I set $15 million a year as our target revenue for 2030. 2030 is a little bit over 49 months away. So looks like by pure luck instinct, I got it right. I got the right number for the right period of time. Now I have the plan.

[00:27:27] Jason Barnard: Thank you so much Justin. That was delightful.

[00:27:29] Justin Goodbread: What I would challenge you with is a free download, you obviously have a link to that you can share with your audience is we actually have a download that you can walk through and it’s six questions every DecaMillionaire must be able to answer, but very few can. Six questions.

[00:27:44] Justin Goodbread: If you can answer these six questions, it’ll let you know whether or not you’re going to reach that outcome. So we’ll make that available to your audience. Jason, for you, your audience to take a look.

[00:27:52] Jason Barnard: And to me.

[00:27:53] Justin Goodbread: I’m sorry.

[00:27:55] Jason Barnard: To me.

[00:27:55] Justin Goodbread: Absolutely. Absolutely.

[00:27:56] Jason Barnard: Thank you.

[00:27:56] Justin Goodbread: Well, you have the link. Everybody can walk through it and sign up there and walk through those questions.

[00:28:01] Justin Goodbread: It may surprise you how simple the questions are, but whenever you dive into the questions, it’s like, I’ve never considered this. This is really the way a DecaMillionaire thinks it is. It’s pretty amazing.

[00:28:13] Jason Barnard: Brilliant. Thank you so much Justin. Thank you everyone for watching. You get the outro song too.

[00:28:18] Jason Barnard: A great goodbye to end the show. Thank you, Justin.

[00:28:23] Narrator: Your Corporate and Personal Brands are what Google and AI say are. We can give you back control. Kalicube®.