CEPA Spotlight: Justin Goodbread


This is going to sound weird, but I do not want to be a Financial Advisor. What I want to do is take this group of business owners and help them achieve their dreams. After working with hundreds of business owners, I tell them that they are going to have to work for it, but business owners are not strangers to hard work.Justin Goodbread, CFP®, CEPA®, CVGA®, on what motivates him to help business owners transition successfully

Justin Goodbread, Business Advisor, Wealth Manager, Speaker, Blogger, Podcaster, Author, 2X Investopedia Top 100, Exit Planning Institute 2018 Leader of the Year, and much more, is not your typical advisor. Over the past 20+ years, Goodbread has started and sold three companies for profit, in addition to purchasing companies with many successes (and failures). His experience helps him become the most trusted advisor and help business owners find their life outside of their companies.

Approximately three-quarters of current small and mid-market business owners plan to retire within the next decade, but fewer than 20% of owners who want to sell their businesses will actually be able to. Meaning, if you plan to sell your business to fund your retirement, you might be in trouble. Goodbread recently published The Ultimate Sale, a book written for the average small to mid-size business owner. The owners who want to figure out the ins and outs of dealing with this behemoth that we call business. Statically, an owner’s business will never be more than a high-risk asset producing income.  If a business owner does not want to become a statisic, then they must understand the rules of the business game. As an owner, you can sell your business, IF you start with enough time, build the proper advisory team, and stay focused on reaching your life’s dreams.

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Ever since he ‘failed’ his first English class in college, Justin Goodbread has wanted to write a book. He explained, “I cannot spell. I spell so poorly that even spellcheck can’t keep up with me. And when I do a google search via the audio search feature, my southern drawl is so bad that the program doesn’t know what I am trying to say. When I failed the English class, it wasn’t because I didn’t know English, it was because I had to write in class with a pen and paper and every misspelling was 25 points subtracted from the grade. Four misspelled words gave me a zero (I think I’m the only person in the history of the University System of Georgia to get a negative grade in English class). Anyway, the teacher told me I would never be able to spell or write, and I quickly said to her that not only will I write, but I will write a New York Times Best Seller. The Ultimate Sale isn’t a New Your Times Best Seller, yet. But it is an Amazon Best Seller. The book was a bridge to my New York Times Best Seller.”

Beyond The Ultimate Sale, Goodbread has two more books in the works. He and his team are finishing up a book on growing the value of your business and are almost done with a book on personal finances for business owners. Everyone knows that focusing on enterprise value is vital, but many business owners do not understand this concept, nor see the importance.  There are thousands of books about personal finances, but most of these do not address the complexity of a business owner’s life. Both new books will speak to business owners from a business owner’s perspective, not academic-speak.

Justin Goodbread has been a CEPA since the 2017 Chicago program. He exemplifies the role of Advisor of the Future through his dedication to providing answers and creating new tools for business owners.

Explore Financially Simple

Besides The Ultimate Sale, Goodbread uses Financially Simple, as an educational portal that tackles the complexities of money for the business owner. Financially Simple educates owners in the form of podcasts (now with over 200 episodes), videos, and blog posts, that all discuss hot news topics that answer questions asked by small business owners in, as always, financially simple terminology. Whether you prefer to watch, listen, or read, there is a tool designed to fit your learning style.

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CEPA Spotlight

CEPA spotlight features the accomplishments of exceptional thought leaders in the advisory community. Acquire a deeper understanding and knowledge base by reading the stories of some of the industry’s most perceptive experts.

Do you know someone who exhibits unique and remarkable qualities as an advisor? Contact Paige Koerper at pkoerper@exit-planning-institute.org to nominate them for the next CEPA spotlight.

More than a credentialing company.

“This Methodology is Going to Supercharge My Practice!” -Justin Goodbread, CEPA, CFP®

Official ‘Exit Planning’ Definition: Exit planning combines the plan, concept, effort, and process into a clear, simple strategy to build a business that is transferable through strong human, structural, customer, and social capital. The future of the business owner, his/her family, and the business itself are addressed by exit planning through creating value today.

Exit planning is not just a plan (or a keyed-in report to print out for an owner). It is a strategy rooted in execution that grows value while expanding options so that an owner can transition the business on his/her terms when they are ready. It aligns the business, personal, and financial needs of the owner. Good exit planning utilizes the Value Acceleration Methodology™ to move clients through discovery, prepare, and decide gates. Certified Exit Planning Advisors (CEPA) educate the owner on all of the exit options and enters an engagement with an exit-option-agnostic perspective as to truly serve the business owner’s diverse needs. CEPAs collaborate with a seasoned, multi-disciplinary team of professionals to support the success of the business owner and use each other’s specialties and expertise to the benefit of the project. [view the award-winning methodology]

“Why did I earn CEPA when I already had an exit planning designation? Simple, the network. The quality of the EPI advisor network is unmatched.” -Paul Meyer, CEPA, CBEC

Do you consider your COIs or your referral network as the #1 source for new business? Look no further for your next membership affiliation. Formed in 2005 to serve educational and resource needs of financial planners and wealth managers, CPA/accountants, attorneys, commercial lenders, M&A advisors and business brokers, management consultants and other business advisors, the Exit Planning Institute is considered the standard trendsetter in the field of exit planning across the globe. It is the only organization that offers the Certified Exit Planning Advisor Program (CEPA) and qualifies for continuing education credits with twelve major professional associations, making it the most widely accepted and endorsed professional exit planning program in the world. [find a CEPA in your area]

“As a CPA, nothing is more important than exit planning.” -Bill Kenedy, CPA/ABV, CFF, CEPA

Our founders paved the way for the organization we are today. In the past three years alone, EPI has grown by more than ten times. We support and enable thousands of professional advisors who are leading the way in their local marketplaces across the globe. We invite you to join the community and experience the EPI difference.

We are powered by a dedicated staff, industry experts, and market leaders, that are passionate about providing top professional advisors the best industry content, ongoing practice support, and owner education resources. From humble beginnings, EPI has grown to become the exit planning market leader while staying focused and true to our mission. We are an education company that certifies and supports more than 900 CEPAs (and counting) as well as thousands of advisors worldwide through national, regional, chapter, and virtual education. Explore our history and make plans to play a part in our future. [explore the EPI history timeline snapshot]

“You want to have the best credential in the industry. So my advice is that you have to go with Exit Planning Institute.” -Vincent Mastrovito, CEPA, CBEC

Do you want help in an increasingly commoditized or oversaturated marketplace? Do you want just another designation for your business card or do you want the credentialing education that helps you adapt and thrive in a rapidly changing industry? You’ve come to the right place.

The Exit Planning Institute creates an exit planning “ecosystem,” and due to the diverse nature of exit planning, EPI has fostered a hyper-engaged exit planning community. This community includes CEPAs, other collaborative advisors, strategic alliance partners, academicians, the media, and business owners from across the globe made up of 15 countries, 44 U.S. States and representing over a dozen different professional disciplines. To serve this elite and cross-functional community on one major platform, EPI produces the best content as it relates to exit planning, succession planning, and value acceleration, provides ongoing advisor support and practice development, and creates connectivity to transitioning business owners. [connect with us today]

Explore the unmatched professional development experience and gain your next competitive edge in 2019.

The Certified Exit Planning Advisor (CEPA) Program is the most widely endorsed and accepted exit planning designation in the marketplace today. Experience the EPI difference and determine if earning the CEPA designation is the next strategic move for you to reinvent yourself in a changing marketplace. Visit www.EarnCEPA.com today.