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Mindful Millionaire with Leisa Peterson

Sep 22, 2021

Today I have the honor of interviewing John Warrillow who is the founder of The Value Builder System™. John’s written several books including “Built to Sell” and he’s an expert at helping business advisors and business owners understand the dynamics of how to create their business when they’re planning to sell someday. 

John shared this: “It was the process by which he sold shoes that was his unique kind of layer competitive edge or differentiation point. Again, it was things like the two-way guarantee, it was the 365 guarantee where you could give them back or return them anytime within the first year. He had a thing where they used to brag about how long people spent on the phone with customers. I think the longest phone call, you can look at it, was over 10 hours with a customer. Those are the kind of things that create a unique way that you sell. So like Amazon buys Zappos for like I think, more than a billion dollars. It wasn’t because what they sold was so unique; it was because of the way they sold. So, if you have/find yourself in a situation where you just don’t have a differentiated product, remember that you can still create differentiation. You can do it through the way you sell your product; branding your system…”

John Warrillow is the founder of The Value Builder System™, a practice management software for business advisors. His best-selling book Built to Sell: Creating a Business That Can Thrive Without You was recognized by both Fortune and Inc. as one of the best business books of 2011 and has been translated into 12 languages. John is the host of Built to Sell Radio, ranked by Forbes as one of the world’s 10 best podcasts for business owners. In 2015, John wrote another best-selling book, The Automatic Customer: Creating a Subscription Business in Any Industry. John completes the trilogy with his latest book, The Art of Selling Your Business: Winning Strategies & Secret Hacks for Exiting on Top. Prior to founding The Value Builder System™, he started and exited four companies, including one acquired by a public company. He lives with his family in Toronto. You can follow John’s work by signing up at

Learn more about John:


Twitter: @JohnWarrillow / @BuiltToSell

LinkedIn: @JohnWarrillow / @ValueBuilderSystem

Instagram: @BuiltToSell

Facebook: @BuiltToSell / @ValueBuilder