Agenda

SUNDAY, FEBRUARY 22, 2026

3:00 PM – 6:00 PM

Pre-Conference Workshop (Advanced Registration Required)

Earn your Accredited Value Guide™ Certification live and in person. Join Laura Ferguson, Chief Revenue Officer at Value Builder, and Brian Trzcinski, Director of Business Market Development at MassMutual, for a rare opportunity to earn your certification in a dynamic, hands-on setting. This session will feature brand-new research from MassMutual, offering insights that help reshape how firms approach exit readiness in today’s market.

Unlike the standard 4-week virtual course, this immersive experience is faster, more engaging, and highly interactive. You’ll connect directly with fellow participants, ask questions in real time, and build lasting relationships. By the end of the session, you’ll be fully equipped to confidently deliver the Value Builder Score Report, unlocking powerful insights and strategic conversations with your clients, whether they’re preparing for an exit or focused on long-term growth.

7:00 PM – 9:00 PM

Reception Under the Stars

Kick off the summit with cocktails and conversation beneath the desert sky.

MONDAY, FEBRUARY 23, 2026

8:00 AM – 9:00 AM

Breakfast & Networking

9:00 AM – 10:30 AM

Opening Keynote | The AI Divide: How Artificial Intelligence Is Reshaping Owner Attitudes and Company Value

Artificial intelligence is no longer a distant concept—it’s the most pressing question inside the mind of today’s business owner. Some see it as an existential threat to their model, while others view it as a once-in-a-generation opportunity to grow.

In this opening keynote, John Warrillow, CEO and founder of The Value Builder System™, will unveil brand-new research from more than 80,000 business owners including, for the first time, a question on their attitudes toward adopting AI. The results reveal a stark divide in how owners perceive risk, value, and their company’s future.

You’ll discover how to:

Identify which owners are optimistic about AI and which are fearful

Understand how attitudes toward AI adoption correlate with company value

Spot the industries most vulnerable to disruption and those best positioned to benefit

Use AI readiness as a conversation starter with owners who need guidance

Differentiate yourself by bringing data-driven insights on the biggest technological shift of our time

Walk away with an exclusive, data-backed perspective on how AI is influencing the mindset—and valuation—of today’s owner, giving you a competitive edge in conversations throughout 2026 and beyond.

10:30 AM – 11:00 AM

Morning Break

11:00 AM – 12:00 PM

Breakout Session #1

The 4K Playbook: How to Get More Owners Completing the Value Builder Assessment

The biggest bottleneck isn’t delivering reports—it’s getting owners to complete them. In this session, Accredited Value Guide™ Marla DiCarlo, who has guided more than 4,000 business owners through the Value Builder Assessment, shares proven tactics to boost completion rates and turn interest into action.

Learn how to position the assessment as a must-have conversation starter, overcome owner hesitation, and integrate follow-ups that drive engagement and next steps. You’ll also see how to use automation and team workflows to ensure every assessment leads to meaningful client conversations and measurable ROI.

Why attend:

Get proven language to confidently present the report
Learn how to diagnose sellability, value gaps, and readiness in one conversation
Use the Assessment to drive new business—without overstepping your role
Understand how to deliver assessments at scale without sacrificing relationships

Breakout Session #2

The Psychology of Action: How to Motivate Owners Before It’s Urgent

The hardest part of value building isn’t the tools—it’s getting owners to act before they have to. This session dives into the psychology behind how business owners prioritize, rationalize, and delay decisions—and how top advisors turn “someday” goals into action today.

You’ll explore the neuroscience of urgency, trust, and follow-through, learning how to reframe long-term value growth as an immediate priority. Through real-world examples and advisor stories, you’ll see how subtle shifts in language, framing, and timing can drive commitment without pressure.

Why attend:

Learn neuroscience-backed methods to create urgency without fear tactics
Discover messaging that turns abstract goals into concrete next steps
See how advisors tie tools like the Freedom Score and Scenario Planner to emotional readiness
Replace constant nudging with frameworks that help owners self-motivate and stay accountable

You’ll leave with practical scripts and strategies to move owners from awareness to action—so they invest in value building before it becomes urgent.

Breakout Session #3

Turn Your Advisory Practice Into a Business That Can Thrive Without You

Tired of saying the same thing to every client, every week? Discover how Kelly Cousineau, Owner at Conquer Change Coaching, uses learning platforms to transform her intellectual property into structured client journeys that deepen engagement and drive real results. This session reveals proven ways to deliver education, accountability, and value—without adding more meetings.

Why attend:

How advisors are blending self-paced learning with light-touch coaching for lasting impact
How to customize learning pathways for the biggest impact
Real-world examples of cohort, blended, and evergreen program models
Tools and templates you can start using today (and how they’ll evolve with the new Value Builder LMS)
The mindset shift: from repeating information to leading transformation

12:00 PM – 1:00 PM

Lunch on the Patio

1:00 PM – 2:00 PM

Breakout Session #1

The 4K Playbook: How to Get More Owners Completing the Value Builder Assessment

Why attend:

Get proven language to confidently present the report
Learn how to diagnose sellability, value gaps, and readiness in one conversation
Use the Assessment to drive new business—without overstepping your role
Understand how to deliver assessments at scale without sacrificing relationships

Breakout Session #2

The Psychology of Action: How to Motivate Owners Before It’s Urgent

Why attend:

Learn neuroscience-backed methods to create urgency without fear tactics
Discover messaging that turns abstract goals into concrete next steps
See how advisors tie tools like the Freedom Score and Scenario Planner to emotional readiness
Replace constant nudging with frameworks that help owners self-motivate and stay accountable

You’ll leave with practical scripts and strategies to move owners from awareness to action—so they invest in value building before it becomes urgent.

Breakout Session #3

Turn Your Advisory Practice Into a Business That Can Thrive Without You

Why attend:

How advisors are blending self-paced learning with light-touch coaching for lasting impact
How to customize learning pathways for the biggest impact
Real-world examples of cohort, blended, and evergreen program models
Tools and templates you can start using today (and how they’ll evolve with the new Value Builder LMS)
The mindset shift: from repeating information to leading transformation

2:00 PM – 2:30 PM

Afternoon Break

2:30 PM – 4:30 PM

Built to Sell Radio Live with David Sinkinson + Q&A and Book Signing

John Warrillow will record a live taping of an episode of Built to Sell Radio, the world’s most popular podcast and building to sell. With more than 3 million downloads, Built to Sell Radio has become must-listening for founders pursuing an endgame.

John’s guest is David Sinkinson. David is a proven SaaS entrepreneur. He was the Co-Founder and CEO of AppArmor, the bootstrapped public safety software startup he led with his brother, Chris. AppArmor was purchased by Rave Mobile Safety in February of 2022 for $40 million. Later in 2022, both Rave Mobile Safety and AppArmor were acquired by Motorola Solutions for $560 million.

Dave co-authored the award-winning business book Startup Different and hosts the award-winning Startup Different Podcast.

Following Built to Sell Radio Live, continue the conversation with an interactive Q&A session and exclusive book signing.

5:00 PM – 7:00 PM

Reception with Appetizers & Drinks

TUESDAY, FEBRUARY 24, 2026

8:00 AM – 9:00 AM

Breakfast & Networking

9:00 AM – 10:30 AM

Main Stage Keynote | Cracking the Top Quartile: What the Top 25% of Value Builder Advisors Do Differently

Why do some advisors thrive while others tread water? In this data-backed session, Chief Revenue Officer Laura Ferguson pulls back the curtain on the top quartile of Value Builder advisors—the elite 25% delivering the strongest client outcomes and growing the fastest.

Based on fresh analysis of 2025 performance data, you’ll get a rare look at what these high-performers do differently—and how you can adopt their strategies to move upmarket, win better clients, and close faster.

What You’ll Learn:

How the top quartile laser-focuses on high-value clients—and which industries they’re betting on now
The overlooked tools they use to consistently convert leads into long-term engagements
Why their business development playbook looks nothing like traditional marketing
The growth patterns, habits, and pricing strategies that separate top performers from the pack
How to apply these findings in your own practice—starting immediately

Walk away with a tactical blueprint proven to deliver results—and a clear path to the top 25%.

10:30 AM – 11:00 AM

Morning Break

11:00 AM – 12:00 PM

Breakout Session #1

From Handshakes to Referrals: Building a Predictable Referral Engine

Referrals don’t happen by accident—they’re built through systems. In this session, Kendra Wiiest, Founder of Profectus Business Consulting, will share how she built a roundtable advisory model that engineers collaboration and referrals among CPAs, wealth managers, attorneys, associations, and fellow advisors to create reliable deal flow.

Why attend:

Explore proven referral models—from lead sharing to co-delivery and revenue splits
Learn how to use Value Builder tools in co-branded events and joint outreach
Find out how to leverage aggregators and associations for high-volume deal flow
Discover how to organize internally to divide roles and scale delivery while maintaining client trust
Get real-life examples of how to position your offer so partners want to introduce you

Breakout Session #2

A Practice vs. a Firm: How Advisors Build Beyond Themselves

Many advisors build a successful practice—but few make the leap to building a firm. The difference lies in systems, not just skill. In this session, hear from Omari Kamal, Founder of P&G Advisors, who has used Value Builder to transform his businesses into a scalable firm—complete with documented processes, empowered teams, and measurable performance targets.

You’ll leave with a blueprint for:

Structuring roles and accountability to reduce founder dependence
Building repeatable systems that deliver consistent client outcomes
Developing advisors into confident, value-focused professionals
Aligning people, processes, and platforms to support long-term growth

Whether you’re expanding beyond a solo practice or scaling a multi-advisor organization, this session will help you make the shift from doing the work to building the firm.

Breakout Session #3

Inside the Mind of a Private Equity Acquirer

Private equity buyers have a unique set of expectations, processes, and requirements. In this session, Dan Phelps, Founder and Managing Partner of Salt Creek Capital, will provide insights and guidance on how to prepare for and execute a transaction with private equity buyers. During the past 15 years, Salt Creek Capital has been involved in 150+ transactions and remains one of the most active lower middle market buyout firms, earning Top 50 PE honors 8 years running.

This session will provide a current overview of PE buyer:

Company evaluation techniques and how to achieve alignment with the right buyer
Transaction structuring expectations
Due diligence requirements and proper preparations for a transaction
Transaction timeline and key milestones

Insights will enable you to more effectively lead, navigate and advise your client through a successful transaction with a private equity buyer.

12:00 PM – 1:00 PM

Lunch on the Patio

1:00 PM – 2:00 PM

The Roadmap Reveal: What’s Coming Next

Aaron Egier, VP of Product & Engineering, shares a behind-the-scenes look at where Value Builder is headed next. Aaron will preview the themes shaping the roadmap and the problems the team is solving for Partner Firms. You’ll see what’s already shipping, what’s coming soon, and why these changes will matter in day-to-day client work. The full details stay under wraps until the session, but expect a practical walk-through and a few surprises.

2:00 PM – 3:00 PM

Human vs. Machine: How Advisors Stay Relevant in the Age of AI

Panel Discussion

Artificial intelligence is reshaping how business owners learn, buy, and make decisions — and it’s challenging advisors to redefine their value. In this candid discussion, our most experienced advisors share how they’re adapting to a world where AI seems to have all the answers.

You’ll hear how they’re using AI to enhance—not replace—the human side of advising, where they see the biggest risks and opportunities, and how they’re future-proofing their firms to stay indispensable in the years ahead.

Why Attend:

Learn how top advisors are integrating AI into their workflows
Discover how to stay relevant when information is commoditized
Hear real examples of how AI can amplify—not erode—your value to clients

3:00 PM – 3:15 PM

One More Thing…

A surprise announcement you won’t want to miss.