Why Charging More Helps You Close More Premium Clients
DecaMillionaire Decoded
Owners who undercharge lose more than margin: they lose belief, and premium clients notice. Justin Goodbread explains the Pricing Vortex, drawing on his early landscaping days and scaling an eight-figure advisory practice. In this episode: Justin opens with a story from his early years in the financial industry. He had just charged $3,500 for a financial plan when a 30-year veteran walked into his office, did the hourly math, and asked how anyone would pay that. The veterans around him had more credentials and more experience. What they could not do was charge a premium, and Justin explains...
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Keep the Next Generation as Clients: Why Heirs Leave
DecaMillionaire Decoded
Owners who serve families: the next generation often walks the day they inherit, unless you plan for them. Justin Goodbread tells the story of a client he calls Mark and a daughter he calls Casey, and lays out a lifetime client journey. In this episode: You can grow a client's $500,000 rollover into $5 million over 20 years, hug their daughter at the review meeting, and still watch the money leave the day she inherits it. Justin tells the story of a client he calls Mark and a daughter he calls Casey. Two years into his RIA journey he lost a sizable inherited account, and it changed how he...
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90-Day Marketing Plan to Attract Premium Clients: BLUEPRINT
DecaMillionaire Decoded
Owners trying to grow from $1 million to $3 million: one newsletter or seminar will not close a $200 million gap. Justin Goodbread lays out BLUEPRINT, a 90-day plan of nine 10-day moves split into diagnose, design, and deliver phases. In this episode: Justin starts with two kinds of owners. The first opens last year's marketing plan, changes the date, and runs the same dinner, seminar, and newsletter again, then grows only when the market does. The second asks what is actually stopping the business from growing. By his math, growing an advisory firm from $1 million to $3 million takes roughly...
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Grow From $1M to $3M: Why Hard Work Stops Working
DecaMillionaire Decoded
Owners past $1 million who feel imprisoned by the business: hard work stalls between $1 million and $3 million. After speaking to more than 1,000 financial advisors in four states, Justin Goodbread explains his rule: borrow it, build it, then make it yours. In this episode: Over a few weeks Justin spoke to more than 1,000 financial advisors in four states, from keynotes and mastermind sessions to a roundtable with owners of $100 million to $1 billion companies. The owners who had already crossed $1 million in revenue kept telling him the same thing: the business felt like a prison. They were...
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Close the Execution Gap in Your Business, with Renee Russo
DecaMillionaire Decoded
Owners whose name sits in every key seat: close the gap between what you plan and what gets done. Justin Goodbread sits down with Renee Russo, CEPA, EPI's 2026 Exit Planner of the Year and author of Ready to Rise, whose client sold for nine figures. In this episode: When Renee Russo started with one of her first clients, his software company was just over $1 million in revenue and his name sat in every key seat on the org chart. He wanted to 10x the business. Renee started with first things first: let go of control and hire people who are better than you across the accountability chart. Five...
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How to Make More Money as a Business Owner: The 3-9-27 Plan
DecaMillionaire Decoded
Owners under $1 million asking how to make more money: you may have gotten comfortable long before you got rich. Justin Goodbread explains the sandcastle effect and three zones: panic ($0 to $1 million), complacent ($1 to $3 million), and freedom ($3 million and up). In this episode: After every talk Justin hears the same question in line: how do I make more money? Most of the people asking are financial advisors and service owners under $1 million in revenue, and his view is that they got comfortable long before they got rich. Studies from Schwab, Fidelity, and others show most advisory...
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3 Business Models That Build Enterprise Value: Pick Yours
DecaMillionaire Decoded
Owners unsure what they are building: the model you choose decides income, calendar freedom, and enterprise value. Justin Goodbread breaks down three models: lifestyle, value-creation, and Value-Style. In this episode: Most owners are told they have to choose. One camp says build a lifestyle business: good income and control of your calendar, but little value if you ever sell. The other says build a team and systems for enterprise value, then live from meeting to meeting with your calendar always full. Justin has lived both. Early in his career he built a quarter-million-dollar recurring...
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From a $500 Launch to a Multi-Million Dollar Exit, with Mitch Skyer
DecaMillionaire Decoded
Owners who think they need more capital to start: hear how a $500 launch became a multi-million dollar exit. Justin Goodbread sits down with Mitch Skyer, who co-founded a transportation technology company and later sold it, to talk about building, partnering, and exiting. In this episode: Mitch Skyer was a consultant in the transportation space when one of his clients needed to track when people got on and off a bus. He cobbled together a database himself, then met a technology owner at an Atlanta networking meeting who looked at it and said they could build it better. They offered the client...
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Business Growth Traps: The Enemies That Stop a $10M Business
DecaMillionaire Decoded
Owners trying to build a business worth real money: certain enemies show up on the way, and you can name them. Justin Goodbread uses a coal mine story and a Psalm 23 frame to talk about the mountaintop of want versus the pull of more. In this episode: Three miles into a West Virginia coal mine, a client of Justin's cut the lights. No moonlight, no silhouettes, no shadows. He held his hand six inches from his face and could not see his fingers. Justin uses that darkness to describe what many owners feel after they hit the revenue goal, bring in the clients, and stand at the top feeling nothing,...
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Discovery Meetings That Close Themselves: The DEPTH Framework
DecaMillionaire Decoded
Owners who rely on charisma to close referrals: a discovery process run before the meeting can do most of the selling. Justin Goodbread walks through DEPTH: Diagnose, Expose, Picture, Transform, and Hardware, the bottom-of-funnel steps a prospect works through before you meet. In this episode: Justin opens with a younger professional in his program who does not have 25 years of experience, does not hold a CFP, and is not a slick salesperson. In the last 14 months he doubled his assets under management and closed more business than people with two or three times his experience. The difference...
info_outlineOwners past $1 million who feel imprisoned by the business: hard work stalls between $1 million and $3 million. After speaking to more than 1,000 financial advisors in four states, Justin Goodbread explains his rule: borrow it, build it, then make it yours.
In this episode:
Over a few weeks Justin spoke to more than 1,000 financial advisors in four states, from keynotes and mastermind sessions to a roundtable with owners of $100 million to $1 billion companies. The owners who had already crossed $1 million in revenue kept telling him the same thing: the business felt like a prison. They were working hard, pulling ideas from conferences and social media, tweaking everything they heard, and bouncing off the same ceiling.
Justin calls that pattern guesswork dressed up as effort. He shares the moment he wondered whether the promise he made to his 19-year-old self was a farce, and what changed when he stopped guessing and followed a coach's framework as written. His order is borrow, build, then freestyle. Most owners borrow a framework and start changing it before they have tested it, and he gives the example of a coaching client who skipped three straight office hours and then wondered why the results lagged.
He finishes with the alignment most coaches skip: you, your ideal client, and the framework have to fit together, and vision, mission, and values matter even more once you pass $1 million.
What you'll learn:
- Why hard work and guesswork stall growth between $1 million and $3 million
- What separates a proven framework from a pile of tactics
- Borrow, build, freestyle: the right order for adopting any system
- Why tweaking a framework too early backfires
- How long to test a system before judging it, and why 18 months matters
- Why the framework must fit both you and your ideal client
- Why vision, mission, and values matter more after $1 million
Key takeaways:
- A framework means adopting the steps, the cadence, and the sequence, then mastering them before you change them.
- Most owners who break $1 million never break $3 million because they lack alignment between themselves and their ideal client.
- Work with someone who has already built what you are trying to build.
Who this episode is for: owners of service businesses and advisory firms past $1 million in revenue who feel stuck, are searching for how to scale a business, or keep piecing together advice from conferences.
Advisors who borrowed a framework and grew past $3 million can apply to be a guest: https://www.decamillionairedecoded.com/
If you advise business owners and are stuck between $1 million and $3 million yourself, the Million Dollar Advisor training lays out the framework Justin followed: https://youtu.be/84rh5RNuvvM
If you want a framework to borrow, Relentless Value Coaching is where Justin teaches his: https://relentlessvaluecoaching.com/