In this episode of theLegacy Branding Podcast, Laura Beauparlant sits down with Paul Ormsby, Senior VP of Operations at STS Capital Partners and retired Canadian Air Force General, to explore the role of branding in business sales.Paul shares his journey from military leadership to M&A, emphasizing how strong brand equity and a clear vision can attract strategic buyers and lead to successful exits. He offers practical advice on navigating the emotional journey of selling a business, preparing for post-sale transitions, and building a lasting legacy.Plus, hear the cautionary tale of a missed $258 million deal and learn about STS Capital’s "Success to Significance" initiative that turns entrepreneurial success into meaningful impact.

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