The Self-Growing Business: How to Build an Asset That Scales (and Sells) Without You
Most business owners don’t actually own a business.
They own a very demanding job… with a fancy title.
If you stop showing up, things slow down. Revenue dips. Decisions stall. Customers wait. Your team looks at you for answers. And growth becomes something you personally push uphill—week after week.
But what if the real goal isn’t a business that “runs without you”…
…what if it’s a business that grows without you?
That’s the central idea in this YouTube episode of the ActionCOACH Podcast—where our performance director James Vincent interviews James Ashford, a serial entrepreneur who made every mistake, figured out what actually works, and built a company designed to be sold from day one… before selling it for a life-changing eight-figure sum.
If you’re a business owner who wants time back, more profit, and a company that becomes a real asset (not a life sentence), this episode will challenge the way you think—in the best possible way.
Why “Running Without You” Isn’t Enough
A business that runs without you is a start. But James makes a sharper point:
When you go to sell, buyers don’t just ask, “Does it operate?”
They ask, “Does it keep growing… without the founder?”Because during a sale process, you’ll be distracted. Your attention will be pulled into diligence, negotiations, reporting, presentations, and endless requests for data.
If the business can’t keep performing without your daily involvement, the deal gets shaky fast.
James explains the real standard:
it must solve problems without you
recruit without you
fire without you
innovate without you
and continue growing without you
That’s what makes it valuable.
The Diamond Mine You’re Sitting On (and Why You Can’t See It)
One of the most powerful metaphors in the episode is this:
You’re sat on a diamond mine.
But most owners don’t realise it—because they think diamonds look like diamonds.
In reality, a diamond is:
rough
dirty
hidden
covered in “crap”
and needs systems to extract and shape it
Translation?
You already have potential “diamond” clients, team members, and opportunities—but without the right systems, they stay under-developed and under-monetised.
This episode will make you look at your business differently—less like “find better leads” and more like “build better transformation.”
The Sales Shift: From Pressure to Service
James talks openly about why most owners avoid sales (and why it keeps them stuck).
Because we’ve all experienced the kind of selling that feels manipulative—where the salesperson is trying to get the right outcome for them, not for you.
But the approach James teaches is the opposite:
Proper selling is helping someone make the right decision for them.
Ethical, consultative selling becomes a growth engine—because it creates trust and long-term relationships. And if you ever want to build a business you can sell, you can’t outsource this forever. You need to become good at it.
He even shares a simple line that stops discount requests dead (and protects your profit).
A Brutal Truth About Discounting (That Most Owners Ignore)
If you discount, you don’t just reduce revenue.
You often destroy trust.
And in many businesses, you can cut your profit far more than you realise.
James explains how a small discount can have a disproportionate impact on profit—and why discounting frequently creates your worst clients.
If you’ve ever discounted to “win the deal” and then regretted it later… you’ll want to hear this part.
The Hidden Superpower: Speed + Video
James built an industry-leading position without big investment by doing what most competitors wouldn’t:
He moved fast, used video aggressively, and focused on relevance.
He explains:
why your first 100 videos will be average (and why you should do them anyway)
how one quick, honest video response turned into 140,000 views in 24 hours on LinkedIn
why the “peak of relevancy” matters more than polished production
how fast, good content can beat slow, perfect content every time
Whether you’re already posting or still overthinking it, you’ll come away with a clear push to simplify—and execute.
Building to Sell: The Practical Stuff Nobody Talks About
This episode is gold if you’ve ever thought:
“Maybe one day I’ll sell my business.”
Because James doesn’t just talk mindset—he talks mechanics.
For example, he says one of the first questions any serious buyer will ask is:
“Can you send me the last three years of monthly management accounts?”
And if you can’t produce that quickly, it signals chaos.
He also shares what most owners underestimate:
the sale process can consume 100% of your time
it requires operational leaders’ time too
and your business must keep growing while you’re distracted
It’s a masterclass in what it really takes to become “sellable.”
The Part Nobody Warns You About: Life After the Exit
James gets incredibly real about what happened after the sale.
The money hits the bank… and you expect to feel different.
But if you were chasing a feeling—not a number—this is where things can unravel.
He talks about:
loss of purpose
loss of identity
loss of team
why breakdown after an exit is more common than people admit
and how he rebuilt himself for the “second half”
Even if you’re years away from selling, this part is a powerful reminder: business success isn’t the same as personal peace.
Watch the Full Episode :-
If you want a business that doesn’t just depend on you—but grows beyond you, this episode will give you ideas you can implement immediately.
You’ll learn how to:
build a business as an asset (not a job)
tighten your sales process so it actually converts
stop giving away profit through discounting
market with speed and relevance using video
systemise so your team can grow without you
and design your business to be sellable from day one
👉 Watch the full YouTube episode (James Ashford on building a self-growing business):
(embed your video here / link it under this section on your site)
Want Help Turning Your Business Into a Sellable Asset?
If this episode hit home and you’re thinking:
“I’m too involved in everything”
“My sales process is clunky”
“We need systems, playbooks, and accountability”
“I want my business to be worth something without me”
…then that’s exactly what I work on with business owners.
If you’d like a conversation about making your business more scalable, more profitable, and less reliant on you, get in touch and we’ll map out your next steps.
👉 Watch the full video below .
