Richard CanfieldPodcast Host and IBC Advisor, Ascendant Financial · Authorized Infinite Banking Practitioner | Author of 4 Books

Which of the 5 Ds worries you most as a business owner?

4 Mar 2026 · 1 min

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Pete Moore, a certified exit planner, explains the 5 Ds: five forces that push business owners to sell before they're ready, often costing them millions. Most owners don't understand their financials well enough to answer buyer questions, which tanks the deal's value.

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When a potential buyer is asking you and you can't answer the questions because you really don't understand your books, it doesn't give that new potential owner very much confidence. Today we're joined by Pete Moore. Pete is a certified exit planner. He's a business coach. He's a speaker, and he's a fellow Colby Certified Consultant. Most deals that go bad often happen because the owner isn't mentally ready, and it's a big, big piece to be mentally ready. So if one of these 5 D's happens to you and you have to exit your business before you want want to exit your business, you're going to leave value on the table. Doesn't matter what the multiple is, because what's 10 times 0? 0.