How to Craft Your Exit Story Arc

Welcome back to another edition of The Wise Exit newsletter. This week, we're covering:

• Why your exit narrative can often be more valuable than your numbers

• 5 key questions to test whether your story builds or breaks buyer confidence

• 3 clear steps to start crafting your own "exit story arc"

Let’s dive in.

💡 One Big Idea

The Exit Story Arc: How to Frame Your Business As a Great Narrative

When you're ready to sell your business, a buyer isn't just investing in your spreadsheets or P&L statement.

They're also investing in your story.

Yes, the numbers matter. But what actually gets them excited is the story behind the numbers. Things like:

• Why you started your business

• What challenges you overcame

• Where you're going next

If you can shape a clear and compelling narrative around your business, buyers will pay attention. They'll lean in and start connecting on an emotional level.

The problem is, most founders and business owners have no idea how to craft a compelling narrative. They either talk too much about the product, focus only on growth stats, or worse, let the broker tell their story for them.

Here’s a simple framework to craft a business narrative buyers will invest in:

1. Origin: Why did you start this business? What problem were you solving, and for whom?

2. Growth: What worked? What changed? What did you learn as you scaled the company?

3. Turning Point: What obstacles or inflection points shaped your strategy? How did you adapt?

4. Today: What makes the business strong, profitable, and differentiated right now?

5. The Future: Where's the business headed, and what does the right buyer unlock by investing in it today?

That’s your exit story arc.

When you tell it clearly, tie it to your numbers, and make it specific, that's when everyone walks away from a deal happy.

Your Action Items:

Draft your "Why now?" positioning statement: Write 2-3 sentences that explain why your business is at a great inflection point for a buyer to step in today.

Write a short version of your founder story: 1 paragraph max. Practice telling it in a way that’s authentic, strategic, and relevant to the exit.

Review your pitch materials: Are they just facts and figures, or is there a clear, founder-driven narrative tying everything together?

❓ 5 Key Questions to Ask Yourself Today

1️⃣ Could a buyer quickly articulate what makes your business uniquely positioned for growth?

If not, your story needs some polishing.

2️⃣ Have you clearly connected the dots between your past challenges and current strengths?

Buyers love resilience, but only if you're able to show your evolution.

3️⃣ Is your "why" still present in how the business operates today?

The best stories have continuity. Your business story should be no different.

4️⃣ Do your marketing and buyer materials reflect a cohesive narrative?

Or are they just financial bullet points and product features?

5️⃣ What's the future chapter a buyer gets to write?

Are you positioning them as the hero of it?

📋 3 Action Items For This Week

☑️ Block 30 minutes to outline your business story using the 5-part arc above: Even a rough draft will start to clarify how to pitch your business.

☑️ Ask one team member to describe the company's journey in their own words: See what resonates because you might uncover messaging gold.

☑️ Update your executive summary or CIM with 1-2 narrative elements: Even small story layers make your deal more memorable.

That’s all for this week.

Remember that your business numbers are the proof. But your story is the hook. Reply to this email if you have any questions or need any help with this.

Talk next week,

Brian Dukes

Managing Partner at Exitwise