Post-exit entrepreneur and host of The Deep Wealth Podcast, Jeffrey Feldberg, speaks Sunny Vanderbeck, the co-founder of Satori Capital, an investor, entrepreneur, and best-selling author. Sunny shared his journey and the valuable lessons he learned along the way, emphasizing the importance of culture, values, and long-term thinking in business.
Sunny Vanderbeck’s story starts with an adventurous leap. He joined the military after finding college unexciting. Reflecting on his time as an Army Ranger, Sunny explained how it taught him resilience and the ability to remain calm under pressure. “The ability to take a deep breath, figure out what the next most important step is and do it is actually really useful,” Sunny shared.
This life lesson came in handy during his transition into the business world. After his military service, Sunny found himself working at Microsoft during a pivotal time in tech history. He foresaw the internet’s potential to transform business, and, along with co-founders, started a company called Data Return.
The Birth of Sunny’s First Company Data Return
Sunny and his team took a risk by leaving secure jobs at Microsoft to start their venture. They believed in the internet’s power to change how people buy and sell. “We didn’t really know what we were doing, but we knew what our customers needed,” Sunny said. The company grew at an incredible rate, doubling its headcount every 120 days.
Their belief in their vision paid off. Data Return went public in 1999 and was later sold. However, Sunny learned a crucial lesson: finding the right buyer matters. “We sold it to what was probably not the best buyer,” he mentioned. This experience contributed to the insights he now shares in his book, “Selling Without Selling Out.”
Founding Satori Capital
The quest for better investment practices led Sunny and another CEO to found Satori Capital in the middle of the global financial crisis. They aimed to create an investment firm based on conscious capitalism. “If I create value for my customers, my employees, my suppliers, my community, whoever my stakeholders are, if that’s my orientation to the world, the money stuff will work out,” Sunny explained.
This philosophy of giving first and creating long-term value sets Satori Capital apart. They focus on building enduring businesses, providing not just financial support but meaningful expertise. Sunny emphasized, “If you want a partner and somebody that’s going to wake up thinking about how they could help, we’re a great fit.”
This approach is anchored in the principles of conscious capitalism, focusing on creating value for all stakeholders rather than just maximizing profits. “If I create value for my customers, my employees, my suppliers, my community, the money stuff will work out,” Sunny says. This philosophy has been instrumental in Satori Capital’s success and the happiness of its portfolio companies.
The Importance of Culture
Sunny believes that the culture of a company is paramount. During the podcast, he shared a story of how Satori Capital recognized as the best small company in Texas to work for. He pointed out, “When you put those three things together, this operator leader mentality, indefinite time horizon and a real commitment to the non-financial dimensions of business, we look like we were crazy and we were in our early thirties. And so we got a lot of head pats.”
Sunny’s approach to culture extends to the companies Satori Capital invests in. He encourages them to create a workplace where employees can thrive. “You build a good culture, and the other good people in the industry start coming there,” he noted. This not only benefits the company but also sets an example for others in the industry.
Sunny spoke about how crucial it is to have a great culture in a company. “Healthy, high-functioning businesses create an extraordinary amount of good in the world,” he said. Sunny believes that good culture isn’t just about making people happy; it’s a crucial part of a company’s competitive advantage. Companies with a great culture tend to retain talent and inspire employees. This ripple effect not only benefits the company but also sets an example for other businesses in the industry. “Figure out what you want for yourself and your stakeholders,” he advised. This clarity helps align the company’s goals and the values it seeks to uphold. Sunny explained that it’s essential
A critical takeaway from the podcast is the importance of choosing the right buyer when selling a business. “If you just want a check and to be left alone, we are not a good fit. This stuff’s too fun, and it’s too interesting to just get a report every quarter and grade somebody’s homework,” Sunny explains. Satori Capital looks for partners who want to grow and thrive together, making a meaningful impact beyond financial returns.
Sunny shares a story about a company facing a choice between two potential buyers. After spending a day at each of the buyers’ headquarters, the leadership team made a complete 180-degree turn in their decision, choosing the buyer they initially dismissed. The reason? A deeper understanding and alignment of culture. “They came back from the two one-day trips and said, it’s crystal clear who we’re going with,” Sunny recalls.
Making the Right Choices
One of Sunny’s key messages is the importance of picking the right partners and buyers. He advises business owners to look beyond the money and consider cultural fit. “Price is not the only thing that matters. There’s a lot to value beyond price,” Sunny stressed. He recommends doing thorough reference checks to understand the true nature of potential partners.
He shared a powerful example from one of Satori Capital’s portfolio companies. They had to choose between two buyers. After spending a day at each buyer’s headquarters, the leadership team made a complete 180-degree turn in their decision based on culture and fit. This story underscores Sunny’s point: “You’re guessing. We are in no guessing land. It’s an irrevocable decision. Go figure out for sure.”
Sunny provides some practical advice for entrepreneurs considering a liquidity event. He stresses the importance of knowing what you want and who you care about, and writing it down. “If you don’t really know what you want, you’re never going to get it,” he states. This clarity can make a profound difference in the outcome of a deal.
He also recommends doing thorough reference checks. “If you’re going to take an investment from a private equity firm, get on the phone with their CEOs and see,” Sunny advises. This step can reveal crucial insights into whether the potential investor aligns with your values and culture.
Finding Purpose
Sunny’s mission goes beyond making money. He aims to elevate humanity through conscious business practices. He explained that a high-functioning leadership team with a great culture makes the world better. “What if people feel like they can live their best life at the company?” he asked. This ripple effect, where good practices spread beyond the company, is a key part of Satori Capital’s philosophy.
At the end of the episode, Sunny offered advice for future entrepreneurs: stay optimistic and don’t let pessimism creep in. Reflecting on his own journey, he wished he had maintained his natural optimism even during tough times. His book, “Selling Without Selling Out,” encapsulates the lessons he learned and aims to guide others in making thoughtful, values-driven decisions.
Conclusion
Sunny Vanderbeck’s journey from military service to entrepreneurship and investment showcases the power of resilience, vision, and values in business. His emphasis on culture, conscious capitalism, and long-term thinking offers valuable insights for any budding entrepreneur. As Sunny aptly put it, “Healthy, high-functioning businesses create an extraordinary amount of good in the world.”
We hope you enjoyed this episode and the wealth of knowledge Sunny shared. For more inspiring stories and expert insights, be sure to subscribe to the Deep Wealth Podcast. Remember, your journey to success is about more than just the money in the bank. It’s about creating a lasting impact and thriving in every aspect of life. Thank you for joining us, and we look forward to having you back for our next episode!
Sunny’s journey and his work with Satori Capital demonstrate that business can indeed be a force for good. By focusing on creating value for all stakeholders and maintaining a positive culture, businesses can achieve financial success while also elevating humanity.
To learn more about the Deep Wealth Mastery Program and how it can help transform your business, visit Deep Wealth’s website. And for those considering partnering with Satori Capital, Sunny encourages reaching out to start a conversation about mutual growth and success.
As Sunny puts it, “Figure out what you want, and you have a decent shot at getting it.” This clarity and focus are crucial for any business owner aiming to create lasting value.
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Today, Feldberg's passion is helping you extract your deep wealth. The 90-day Deep Wealth Mastery program helps create a solid foundation for three areas: increasing profits to enterprise value and optimizing post-exit life. Deep Wealth Mastery offers strategies and insights drawn from Feldberg's rich experience. The strategies from the trenches get results. Jeffrey's vision is to increase the social fabric of society one entrepreneur at a time.
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