Achieving Deep Wealth: Investment Banker Arthur Petropoulos on Maximizing Liquidity Events

Jeffrey Feldberg
4 min readFeb 15, 2024

Jeffrey Feldberg, host of The Deep Wealth Podcast, and investment banker Arthur Petropoulos talk all things liquidity events. Arthur emphasizes the significance of a strong narrative for businesses looking to sell.

Whether you’re planning for an acquisition, seeking investors, or simply trying to improve your bottom line, understanding how to effectively communicate and leverage your company’s value is key.

A compelling narrative about your business should be based on the notion that every business is special and unique. By identifying your company’s X factors, you open up the opportunity to create a category of your own.

First and foremost, one point that Arthur emphasizes is the importance of having a compelling business narrative. The story of your company — its goals, its success, its uniqueness — forms the foundation of your company’s projected value. This narrative shapes how investors, buyers, and even your own team understand what your company brings to the table.

It’s important to remember that a strong narrative is about more than just marketing. As Petropoulos explains, it should involve everything from your financial fundamentals to understanding your customer base and what makes your business stand out.

Lessening Reliance on Capital

According to Arthur, the three critical lenses that a prospective buyer views a business through are financial viability, access to the end market, and the product or service’s uniqueness. Being able to demonstrate these aspects in your business’s narrative supports a higher enterprise value.

As Arthur delves deeper into the conversation, he highlights the importance of maintaining your business’s financial fundamentals. It’s essential, particularly for vertical-focused client bases with clear product offerings. Being reliant on different elements can detract from the business’s core focus, making it difficult to sell.

Diversification is essential, but businesses need to balance this out with reliance. Lessening your company’s dependency on capital can be beneficial. Over-reliance on one client leads to customer concentration that decreases the business’s value and increases the risk.

Being “self-reliant” ensures survival while reducing the company’s dependence on capital. With this strategy, businesses can make themselves more durable and agile to the market’s swings.

Arthur sheds light on transactions involving private equity. It’s crucial for businesses to understand this aspect before entering the market. In general, private equity aims for a solid return, often expected to be at 20% or more.

To attract private equity investment, businesses must craft a narrative that shows a likelihood for a high return on their investment. A business that embodies these aspects can attract a higher multiple and yield a greater enterprise value.

Building a Sellable Business

Arthur discusses the concept of “Buy vs. Build” which can offer considerable leverage when seeking capital or aiming for a company sale. Essentially, it involves presenting your company as an already well-formulated, functioning entity that a prospective buyer or investor can simply buy into, instead of building it from scratch themselves.

The concept of “Buy vs. Build” is about shifting the narrative in favor of your business, emphasizing each element that makes it special and uniquely profitable. This differs drastically from only focusing on the simple fundamentals, enabling you to increase your potential value substantially.

Arthur’s advice to aspiring or current business owners is to focus on thoughtful growth and crafting of the business. Rather than diversifying too widely, focus on being exceptional at one thing for one customer base. This not only enhances your value proposition but also makes your business model more sustainable in the long term.

In conclusion, there are a myriad of factors that can influence a company’s value. Building a strong narrative, taking advantage of the “Buy vs. Build” principle, navigating private equity, and focusing on a sustainable business model are all strategies that can significantly increase your company’s value. Most importantly, as business owners and leaders, continuous learning and adapting to ever-changing economic environments is fundamental to our success.


Arthur Petropoulos shares some remarkably insightful advice for businesses looking to enter the market or increase their enterprise value. The emphasis on a strong narrative, reliance management, understanding private equity transactions, and focus on key strengths create a recipe for success. Whether you’re a startup or a developed company, these insights can guide the path to business and financial success.

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Jeffrey Feldberg

Helping you capture the best deal on your exit through the Deep Wealth 9-step roadmap. Leverage the same strategies I created for my 9-figure liquidity event.