The Founder's Journey (& Football Field Valuation)

The Founder’s Journey™ is a concept I developed after working with hundreds of entrepreneurs, studying how they go from idea… to building… to exit.

It’s designed to help you see two important things clearly:

• Where you are right now.

• What has to shift to get where you want to go.

It also serves as a reminder that building something valuable and lasting isn’t easy, and that’s exactly why the work matters.

One of my favorite ways to think about this journey is through the image of a mountain.

Building something valuable isn’t a straight line. It’s a climb full of tough stretches, unexpected turns, and moments where you question whether it’s worth it.

The mountain reminds me that:

• The path will be hard sometimes, and that’s not a sign you’re doing it wrong. It’s part of the climb.
• The summit holds your “why.” It’s not just about getting higher; it’s about reaching a place that means something to you.
• You’re not meant to climb alone. The right sherpas (mentors), maps (frameworks), and tools can make the difference between getting stuck… and reaching the top stronger than you started.

When you see the journey this way, as a series of deliberate steps toward something meaningful, it gets easier to embrace the work ahead.

Every move you make with intention gets you closer to your summit.

To bring this all to life, take a few minutes to listen the lesson. 

Let it sink in. 

Think about where you are on the mountain right now and where you want to go next.

Now that you’re thinking differently about your journey, it’s time to get a quick, honest snapshot of where your business stands today, through the eyes of the market.

👉 Download the Football Field Valuation Workbook - Use it to gather your basic numbers and understand the concept.

👉 Complete the Football Field Valuation Sheet - Share it back with us (you can email it, or better yet, share a copy of your sheet).      

Once you complete your Football Field Valuation, ask yourself honestly:

Would I sell my company today for a price within 10% of the middle multiple range?

Example:

If your business is doing $500k in EBITDA, and your middle EBITDA multiple is 7x… would you sell today for about $3.5M?

• If the answer is NO, you’re in good company. Most founders believe their businesses are worth more, and ExitDNA is here to help you close that gap. 

• If the answer is YES, you’re already in a strong position. But there’s still an opportunity to maximize your outcome even further.

Creating a bigger outcome won’t happen by accident.

It happens because you see clearly, think intentionally, and act boldly.

You’re already on the mountain. Now let’s start climbing with purpose.