Most entrepreneurs think wealth is about making more money. But that's not the real game. In this episode of Franchise Secrets, Erik and Justin break down: * Why some deals sell for massive multiples * What private equity actually looks at * Why embedded (future) EBITDA changes everything * How high-level investors think differently * The difference between playing small and playing bigger * Why critics often miss what sophisticated buyers see * And the real decision behind building wealth This conversation goes deeper than valuation strategy. It's about mindset, access, and understanding the level of the game you're playing. If you're building a franchise brand, planning an exit, or thinking about long-term wealth creation, this episode will shift how you see value. Timestamps: 00:02:10 – Inside Closed-Door Conversations With the Fed & Wall Street 00:05:10 – Curiosity vs. Criticism: How High-Level Operators Think 00:08:11 – The 30X EBITDA Deal That Sparked Debate 00:09:13 – Why Future EBITDA Changes Everything 00:10:38 – Don't Judge the Game From the Sidelines 00:11:47 – Different Levels. Different Rules. 00:13:57 – Why Smart Investors Pay a Premium 00:16:15 – The Wealth Gap Most Entrepreneurs Don't Understand 00:20:14 – The Real Tradeoff: Time vs. More Money 00:23:12 – "You're Doing It for Your Ego" Connect with Justin here: https://lifestyleinvestor.com/ Connect with Erik Van Horn: 🌐 Website - https://franchisesecrets.com/ 📷 Instagram - https://www.instagram.com/erikvanhorn/ 👍 Facebook - https://www.facebook.com/erik.v.horn/ 💼 LinkedIn - https://www.linkedin.com/in/evanhorn/ Best Franchise Starter Playlist: https://youtube.com/playlist?list=PLEEithd54kMlgRgsBAo4LWNCMSOthnK0r&si=TD1z25-ie2d23rGm https://youtube.com/playlist?list=PLEEithd54kMle5_OUXiuLbc_UPBtz1vTE&si=uCOgDya1VnnCarDf https://youtube.com/playlist?list=PLEEithd54kMk2Kw07KwZGWgF8UTx9N5_T&si=ZldjBOqFanGE-JUL #Wealth #Franchise #LifestyleInvestor