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Start With Why

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Noah Crawford
March 25, 2025
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Ben Cooper
March 25, 2025
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Brittany Cooper
March 25, 2025
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At Amplify, our mission is to help business owners reach their “WHY” sooner.

Before we ever jump into historical financial statements or begin breaking down unit economics, it’s essential for us to get a clear picture of why the business was started in the first place.

Without a strong understanding of the entrepreneur’s vision, we wouldn’t have a clear flag in the distance to align all our decisions toward.

Ultimately, we would be left guessing as to what kind of result or outcome would make the business owner happy. Instead we believe beginning with the end in mind is paramount to making decisions that move the business in the right direction.

Examples of “why’s” we’ve aligned business decisions toward:

  • Provide steady income for family before first baby arrives
  • Earn enough money each month to allow spouse to quit job
  • Donating a % of profits to non-profit organizations
  • Employing refugee workers at a generous wage
  • Create enough bandwidth to earn their pilot’s license

The list could go on and on. When you are clear with your purpose, you have an opportunity to strengthen your bond with all of the stakeholders in the business.

If you’re a business owner, we would encourage you to get as clear as possible on one big question: Why did you start your business? (If you’re not a business owner, is the purpose behind the business you’re working for clear?)

Don’t just take it from us–we love hearing Simon Sinek unpack the importance of starting with WHY:

What our clients say:

Trusted by entrepreneurs who want more than just numbers

We’ve helped business owners move from uncertainty to clarity, from hesitation to growth. Hear from the people who’ve turned their financial questions into confident decisions.

“When I first was trying to come up with a business plan, I got to the first page and had no idea what I was doing. I am now fully understanding a business plan top to bottom. Ben has been an amazing teacher and guided me through the entire process.”

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Brent Popolizio
Founder, TIMAS

“I’ve never had an advisor who would listen to my personal goals, my WHY behind I do things the way I do and then be able to look at the numbers each month and navigate the steps. The investment with Ben is worth it.”

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Katie Lantukh
Founder, Murphy Marketing

“I can’t say enough about what we were able to do working with Ben over at Amplify. It’s given me a lot of confidence in my numbers. Ben took the time to make sure that I understood everything. I would have no hesitation to bring them on again. Their value has been incredible. I leave every single one of my meetings stoked about where we’re going.”

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Nick Mazzanti
Founder & CEO, Roam Adventure Co.

“Ben with Amplify has really helped us think through multiple scenarios and what happens if we have this piece or that piece—that piece has been super, super helpful. We couldn’t be more grateful for Ben and Amplify.”

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Matt Ramsey
Founder, Denim Coffee Company

“Absolutely worth the investment. It’s been a great relationship. Hire these guys immediately. Returned our investment tenfold.”

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Nathan Maggard
COO, New Frontier Tiny Homes

“Amplify has been the key to unlocking so much potential and so much insight that otherwise we wouldn’t have. The transparency provided by Amplify is priceless.”

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Jason Bullock
Owner/CEO, Apex Metal Building Systems

“The best thing that Amplify has done for my business is to bring order out of the massive amount of chaos that I found myself in. They systematically began to organize things so I can see which direction we’re heading.”

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Ben Clark
Founder, Banjo Ben Clark

“It’s just so easy. If you want to really understand the future of your business …what you should be doing more of, what you should be doing less of, to gain real, actionable insights from your business, to make more revenues, but crucially, more margin and profit.”

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Ross Williams
Founder, Venntro Media Group

“…an amazing experience…has helped us raise millions of dollars. Our time with Ben was a huge success.”

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Jared Fulks
Founder, Pureflow

“Before Amplify, we were struggling with, ‘Where does our money need to go?’ ‘What is our money doing?’ and ‘How can we use our money to grow?’ I can sleep better at night knowing that our money is being put to good use.”

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Steve Soderholm
CEO, Ranger Station

“I will tell you the best decision I have made up until this point is hiring them and getting them to come alongside me. I’ve seen such a change in my leadership and the way that we strategize. If you’re on the fence about this, go ahead–you will so not regret it.“

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Kenzie Todd
Founder, Full Ride Cycling

“As business owners we couldn’t quite nail down where the dollars were going. It’s easy to become overwhelmed. Definitely helps me sleep better at night. Hands down recommend these guys. You will not be disappointed.”

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Josh Hester
Founder, Firsthand Supply

“I wasn’t even sure what questions to ask. This guy really has a gift. You’re like the business whisperer. He simplified it all and helped me understand what was really possible. He helped me figure out my WHY. He’s worth every single penny and then some.”

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Lisa Dye
Founder, Infinity Medical Marketing

“Ben really helped us come up with a way in which we could develop a single scoreboard…and synthesized it in a way in which it was reporting out on key performance indicators both financial, data-wise, as well as other aspects of our business.”

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Adrian Rich
Founder, Simple Technology

“So much more than I even expected… it helped me feel empowered. If you have the opportunity to work with Ben, 1000% do it. Such a great experience. Would do it all again!”

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Rachel Klein
Founder, Revival Food Co.

“If you are looking to move your business forward, increase your profitability, increase your revenue and create a business that actually feels aligned with who you are and where you’re trying to go, then definitely work with Ben.”

Whitney Bateson
Founder, Whitney Bateson Digital Strategy
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Studies show that businesses with a plan grow 30% faster than those without one.

Burke, A., Fraser, S., & Greene, F. J. (2010). The multiple effects of business planning on new venture performance. Journal of Management Studies, 47(3), 391-415.

Having a plan isn’t just helpful—it’s a growth multiplier. Research shows that businesses with a plan grow 30% faster than those without one. At Amplify, we help you create and follow a plan tailored to your vision, so you can move forward with clarity and confidence. No more guessing. Just smart, strategic decisions grounded in data—and made with peace of mind.

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