The keynote speech will focus on the decision-making process for selling a business and how timing plays a crucial role in maximizing value. The content emphasizes the difference between a Peak Seller, who sells when the market is favorable, and a Tough Seller, who waits too long and sells under less advantageous conditions. It provides strategies for avoiding market timing traps and offers real-world case studies that highlight the risks and rewards of early versus delayed sales.

The speech will explore how business owners can better prepare for their "endgame" by understanding when to sell, identifying warning signs that it might be time, and recognizing the emotional factors that often delay decision-making. Attendees will learn actionable steps for developing a smart exit strategy that protects their business and personal financial goals, avoiding the pitfalls that many owners face when trying to time the market.