Built to Sell

Scalable things meet three criteria: (1) They are "teachable" to employees (like the Stapleton Agency's Five-Step Logo Design Process) or can be delivered through technology; (2) they are "valuable" to your customers, which allows you to avoid commoditization; (3) they are "repeatable," meaning customers need to return again and again to buy (e.g., think razor blades, not razors). Evaluate your offerings. Begin by brainstorming all the products and services your business currently provides. Plot them on a chart with "Teachable" on one axis and "Valuable" on the other. Eliminate any one-time pu

Lesson 1: Identify a scalable product or service to build your business around

This principle from Built to Sell is backed by John Warrillow's extensive research and real-world examples. Understanding it deeply can shift how you approach decisions, relationships, and long-term planning in meaningful ways.

Lesson 2: Create a positive cash flow cycle by charging upfront

This principle from Built to Sell is backed by John Warrillow's extensive research and real-world examples. Understanding it deeply can shift how you approach decisions, relationships, and long-term planning in meaningful ways.

Lesson 3: Develop a standardized process and document it

This principle from Built to Sell is backed by John Warrillow's extensive research and real-world examples. Understanding it deeply can shift how you approach decisions, relationships, and long-term planning in meaningful ways.

How to Apply Built to Sell's Lessons

The real value of Built to Sell lies in its applicability. After reading, the most important step is identifying which of John Warrillow's principles speak most directly to your current situation.

Consider keeping a journal while reading — noting where the ideas challenge your current approach and where they confirm what you already suspected. The friction of your own resistance often points to the most important insights.

Key Quote

"Identify a scalable product or service to build your business around" — John Warrillow, Built to Sell

About the Author

John Warrillow is the author of Built to Sell. The book reflects years of research, observation, and synthesis of evidence from multiple disciplines.