Money is one of the most emotional topics in business and one of the most avoided.

In this episode of Been There, Sold That, Phil Whitebloom and Brianna Hendley have an honest, real-world conversation about business finances, budgeting, and decision-making from the perspective of people who have lived it.

They talk about what happens when expenses quietly grow, investments stop producing results, software subscriptions pile up, and revenue looks strong on paper while cash flow tells a different story. They also explore why some businesses generate millions in revenue and still struggle financially, while others remain stable by being intentional and disciplined.

This episode covers:

• Why ignoring financial reality never makes it go away
• The difference between revenue, profit, and cash flow
• How risk tolerance and personality affect financial decisions
• When to bring in the right "who," such as a fractional CFO or strategic partner
• Why awareness and action reduce anxiety and build confidence
• How a healthy pipeline protects financial decisions

This is not about spreadsheets or accounting jargon.
It is about awareness, ownership, and taking action before small problems become crises.

Who Not How: The Formula to Achieve Bigger Goals Through Accelerating Teamwork by Dan Sullivan with Dr. Benjamin Hardy

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