Justin Goodbread Publishes Second Book

Justin Goodbread Publishes Second Book

Heritage Investors/Heritage Business Advisors is pleased to announce the release of the second book by our founder, Justin Goodbread CFP®, CEPA®, CVGA®. The follow-up to The Ultimate Sale: A Financially Simple Guide to Selling a Business for Maximum Profit has been a labor of love, years in the making.

Building on the lessons in his first book, Your Baby’s Ugly: Maximize the Value of Your Business or You’ll Have Nothing to Sell guides business owners through the practical application of preparing your business for a successful valuation. Justin presents the information in an entertaining and easy-to-understand format, without pulling punches. As a business owner himself, Justin understands the relationship between the business owner and their business. Although your business is beautiful (valuable) in your eyes, prospective buyers and investors might just think your baby is ugly. 

Your Baby’s Ugly was birthed out of Justin’s passion for helping small business owners realize the true potential of their businesses. Having launched, built, and sold three of his own businesses, Justin shares his wisdom and experience with the goal of helping others to reach their business and financial goals. Your Baby’s Ugly is available for purchase in paperback, e-book, and audible formats. 

We, here at Heritage, have loved getting to watch as Your Baby’s Ugly came together, and hope you enjoy the new book as much as we have. Likewise, we hope you’ll join us in congratulating Justin on yet another career milestone! Be sure to get your copy, here!


If you prefer a less DIY approach or, after reading the book, you decide you’d like some help, reach out to our team to learn how we could help you prepare your business for a sale!