In this episode of The Owner’s Playbook, Carol Dewey breaks down two of the most critical drivers of business value: financial performance and growth potential. She explains why many owners operate without clear financial visibility and how that lack of insight affects value, scalability, and long-term freedom.

Carol explores how financial statements reveal the true story of a business and why profitability alone doesn’t determine health. She also discusses the difference between being busy and performing, introducing the five financial levers that influence both value and sustainability.

The conversation then shifts to growth potential—how it’s measured, what impacts it, and why it determines the future options available to an owner. Carol highlights the elements that shape a company’s ability to scale, innovate, and operate without constant owner involvement.

• Why many business owners operate without a clear financial dashboard
• The difference between revenue, profit, and cash flow
• How to distinguish profitability from performance
• The five financial levers that drive value: revenue growth, margins, cash flow, reinvestment, and owner independence
• The “treadmill trap” of being busy but not building
• What defines true growth potential
• Four areas that reveal whether a business can scale: market opportunity, scalability, innovation, and talent depth
• The shift from operator to architect mindset

• 21-Point Business Readiness Assessment
• Value Builder Assessment
• Book: How to Beat the IRS Legally