From Fortune 50 CFO to Founder of Poe Wolf Partners: Renita Wolf’s Journey Helping Business Owners Exit Successfully & Why Only 10% of Businesses Sell (and How to Beat the Odds). (Episode 714 - Renita Wolf)

In this episode of Grow a Small Business, host Troy Trewin interviews Renita Wolf, founder of Poe Wolf Partners, who transitioned from a Fortune 50 CFO career to helping small and mid-sized business owners prepare for successful exits. Renita shares her insights on why nearly 90% of businesses listed for sale never sell, and how she guides owners to align their business with personal goals while increasing value and reducing owner dependency. She discusses the emotional challenges of letting go, the importance of being organized and consistent, and her holistic approach to exit planning. Renita also reveals how she bootstrapped her firm, leveraged mentors, and embraced learning as part of her entrepreneurial journey. This inspiring conversation highlights the critical steps entrepreneurs must take to protect their legacy and maximize success when planning their exit.

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Troy delves into our guest's startup journey, their perception of success, industry reconsideration, and the pivotal stress point during business expansion. They discuss the joys of small business growth, vital entrepreneurial habits, and strategies for team building, encompassing wins, blunders, and invaluable advice.

And a snapshot of the final five Grow A Small Business Questions:

1. What do you think is the hardest thing in growing a small business?
   
   Renita Wolf said the hardest thing in growing a small business is staying confident when you don’t know everything and are running everything yourself, often with just a small team. She explained that uncertainty can shake confidence, but she overcomes it by being comfortable learning new things and accepting that she might be bad at them at first, knowing she will improve over time
   
   

2. What's your favorite business book that has helped you the most?
   
   Renita Wolf shared that her favorite business books are “Key Person of Influence” and “Oversubscribed” by Daniel Priestley, which she always goes back to. She also values the work of Blair Enns, especially his books on Winning Without Pitching, since sales was not her forte and these resources helped her approach clients more effectively.
   
   

3. Are there any great podcasts or online learning resources you'd recommend to help grow a small business?
   
   Renita Wolf recommended Donald Miller’s Business Made Simple and the StoryBrand podcast as excellent resources for small business owners. She explained that they cut through the noise in the marketplace and provide a clear, actionable framework that makes it easier for entrepreneurs to stay focused and grow their businesses.
   
   
   

4. What tool or resource would you recommend to grow a small business?
   
   Renita Wolf recommended that every small business owner should have a simple KPI dashboard with around five key metrics. She explained that tracking these helps owners think strategically, measure consistency, and monitor progress—whether it’s content strategy, social engagement, or other business drivers—making it a powerful tool for sustainable growth
   
   

5. What advice would you give yourself on day one of starting out in business?
   
   Renita Wolf’s advice to herself on day one of starting her business would be: “Don’t wait for perfect — just start.” She emphasized that taking action early is more important than waiting until everything feels ready.

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Quotable quotes from our special Grow A Small Business podcast guest:

Being organized and consistent is the foundation of small business success – Renita Wolf

Your business is more than financials — it’s your legacy for family, community, and employees – Renita Wolf

Focus on who you serve, how you help, and what makes you different from the competition – Renita Wolf

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