The E-Word Nobody Wants to Talk About (But We Keep Bringing It Up Anyway)

Tom Bronson
Jan 12
4 min read

If you’ve spent any time around me, you’ve probably heard me say it: “Exit strategy is just good business strategy.”

But for a lot of business owners, the word exit feels like a four-letter word. It makes people squirm. They change the subject. They say things like, “I’m not ready to retire,” or “That’s way down the road.” I get it—I’ve been there. Well, not really, I start most things of importance in my life with the end in mind.

But here’s the truth: whether you plan for it or not, you’re going to exit your business. The only question is how prepared you’ll be when it happens.

Let’s talk about why so many business owners avoid the conversation—and why I believe it’s one of the most important ones you’ll ever have.

Top 10 Reasons Business Owners Avoid Talking About Exit

They Think It Means Quitting For most entrepreneurs, this business is their baby. Letting go feels like giving up. But it’s not—it’s graduating to the next level. Your business is an asset not your baby.
Their Identity Is Tied to the Business When your name is on the door, it’s hard to separate who you are from what you do. That’s why a well-planned exit includes a vision for what’s next.
They’re Stuck in the Day-to-Day Most owners are too busy putting out fires and keeping the lights on to think about exit strategy. But if you're always reacting, you're never preparing. And that day to day catches up to you, you look up and Covid was five years ago, not just last year.
They Don’t Know Where to Start Exit planning sounds overwhelming—and without a guide, it is. But just like building your business, you don’t have to go it alone.
They’re Afraid of the Valuation I’ve sat across from owners who expected their business to be worth $10 million and found out it was worth $4. That’s a punch to the gut—but also a wake-up call.
It’s Emotional Let’s not sugarcoat it—this is personal. Exit involves your legacy, your family, your employees. It’s okay to feel something. Just don’t let feelings stop progress.
They Think It’s Too Soon Newsflash: the best time to start exit planning is years before you need it. Being exit-ready makes your business stronger today—even if you don’t sell tomorrow or ever.
They Don’t Trust the Process Some owners have been burned. They’ve seen friends sell to the wrong buyer or get bad advice. That’s why picking the right advisors matters.
They Worry About Their Team I hear this all the time: “What will happen to my people?” A good transition plan protects them—and gives you peace of mind.
They Don’t Know What Comes Next If you don’t have a vision beyond the business, exit feels like falling off a cliff. But when you plan your next chapter, it feels like launching from a springboard.

So Why Do We Talk About Exit So Much?

Because I’ve lived it.

Because I’ve helped hundreds of owners go through it.

Because I’ve been on the other end of the phone call from an attorney representing a deceased business owner’s family wanting to liquidate his business and we can’t, because his business wasn’t sellable. Heartbreaking.

Because exit isn’t just about the end—it’s about building a business that’s valuable, sustainable, and transferable.

Let me show you what I mean:

The Better Side of Exit—Real Reasons We Keep Bringing It Up

Exit Isn’t Quitting—It’s Leading Well A SaaS founder I worked with stepped away at the peak of his business—not to retire, but to reinvest in other founders and scale his impact. Another owner started having so much fun actually leading her business and team that she has put off the exit for 3 more years.
You Are Not Your Business One client thought she'd feel lost after selling. Instead, she launched a new chapter as a mentor, investor, and community leader. Living her best life.
Time Is a Gift, Not a Guarantee A health scare forced one owner’s hand. Luckily, he’d planned ahead—and was able to sell on his terms instead of in crisis.
There Is a PlaybookI’ve built one. I’ve used it. And I’ve seen it work over and over again. You don’t need to invent the wheel—you just need to follow a proven path.
The Market Will Tell You the TruthOne business owner thought he’d get $10 million. After a reality check and 18 months of focused work, he sold for $11.2 million.
Emotions Are Better Managed with a Plan I watched a second-gen owner honor her family’s legacy while still creating space for her own life goals—because she started early.
Exit-Ready Means Opportunity-Ready A young agency owner wasn’t planning to sell—until the perfect buyer came along. Because he was ready, he cashed out and moved on to something bigger.
There Are Good Buyers Out There I’ve seen transitions where employees were promoted, culture was protected, and the founder became the chairman. It’s possible.
Your Team Deserves a Plan The best exits I’ve seen involve open communication, leadership succession, and zero surprises. That’s how you protect your people. My teams always knew the plan was to sell. Guess what? Many of those employees are still with that company doing extremely well and I am helping impact business owners. Win- Win!
Your Next Chapter Might Be Even Better I’ve seen owners start nonprofits, travel the world, or just enjoy a life they didn’t have time to live before. The business was a chapter—not the whole book.

Here’s the Bottom Line

You’re going to exit your business—one way or another. The only question is whether you’ll do it on purpose, or by default.

That’s why I won’t stop talking about it.

Because exit isn’t just a one-time event.

It’s the result of a thousand smart decisions made along the way.

So, wherever you are in your journey - don’t treat “exit” as a dirty word. The sooner you start thinking about your exit strategy, the better the outcome will be.

If you want to talk about building an exit-ready business that gives you freedom, options, and peace of mind—I’m here.

Let’s start the conversation.