Should You Name Your Business After Yourself? w/ Jodie Cook | Ep 423

What It Covers

Chris Do and Jodie Cook examine whether naming a business after yourself limits its sellability, using their own agencies as case studies, and explore how founders can build systems, delegate authority, and instill "founder vibes" in their teams.

Key Questions Answered

• •Business Sellability Framework: Acquirers buy three things in order: a book of business (reliable client accounts), repeatable systems (input-to-output processes), and talent. If any element depends entirely on one person, the sale collapses — as Jodie experienced when a key employee refused to transfer.
• •The 20-Person / $5M Threshold: Below roughly 20 employees and $5M revenue, a founder remains the operational choke point and the business is effectively unsellable. Beyond that range, founders must stop being the decision bottleneck or they end up paying 99 people to watch them work.
• •Span-of-Management Rule: Effective management caps at five direct reports per person. Structuring teams in groups of five — CEO to C-suite, then cascading down — allows companies to scale without creating dependency on any single individual, including the founder, regardless of the business name.
• •Delegation by Emergency Only: Chris structured his creative directors' access to him around two triggers: creative paralysis and a deal visibly slipping away. Removing himself as default decision-maker forced the team to develop independent judgment and prevented a dependency culture from forming around his preferences.