Ounce of Wisdom with John Ratliff, Founder and President of align5
What’s Hiding in Your Business That Could Be Worth Millions?
Most business owners are so focused on the day-to-day that they overlook the hidden assets quietly driving their company’s true value. These aren’t just operational efficiencies or customer lists—they’re strategic goldmines waiting to be discovered.
Tune in to this episode exploring a powerful metaphor for what’s happening in these businesses every day. Don’t sell or scale without uncovering your most valuable assets—hidden customer insights, untapped intellectual property, unique processes, or overlooked market advantages. These are the “Rembrandts in the attic,” and they can be worth millions—if you know where to look.
We’re joined by John Ratliff, a serial entrepreneur who knows exactly how to uncover those hidden gems. John founded Appletree Answers in 1995 and scaled it to 24 locations and 650 employees before selling to a strategic buyer in 2012. Today, through his firm align5, John advises growth companies and family enterprises on strategic issues, including M&A. His insights are sharp, actionable, and rooted in decades of experience.
Ready to explore your attic?
Start by listening to this episode of Ounce of Wisdom with John Ratliff.
Click here for a helpful article from align5 on the Seven Traps Sophisticated Buyers Deploy Against Unwary Sellers.
