11X Business
Advisor
Institute

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  • Before 11X, I didn’t fully understand what we were actually providing—or how to present it in a succinct, value-added way. That lack of clarity made it hard to confidently charge what the work was really worth. Through 11X, that completely changed. The process gave me clarity, confidence, and a clear way to articulate our value. It made it possible for me to enter this space in a real way, and it changed the way we think about our business. We went from $1,500 engagements to $5,000, $10,000, $30,000, and even $120,000. It’s accelerating. All our new business, especially the bigger wins, has come directly from using the 11X process.

    Joe Bozo, Financial Advisor | Madison, Wisconsin

  • What 11X really gave me was credibility and confidence in how I engage business owners. I was already having the conversations, but I didn’t have a clear guide or framework to support them. 11X filled in those gaps. It helped me move from reacting in conversations to leading them, and from selling products to delivering real advisory value. The ideas, tools, and language create trust quickly—and that changes everything. One of the most important things for me is integrity. I never want to over-promise or charge significant fees without being able to deliver. 11X has helped me slow down, build a repeatable process, and confidently stand behind the value I’m offering. I don’t use everything exactly the same way, and that’s the point. 11X gives you the structure and flexibility to make it your own, believe in it, and build something that actually lasts.

    John Carlson CPFA®, CEPA®, Financial Advisor | Minot, North Dakota

  • For the first time in my career, my work feels grounded in real purpose and direction. That shift didn’t happen by accident. It came from developing a clearer awareness of where I’ve been, where I was headed, and where I now believe I’m going. Through 11X, I’ve gained confidence in how I see myself and how I show up for business owners. I no longer view myself as just another financial services professional in a crowded space. I see myself as needed, distinct, and capable of earning a seat at the table alongside perceived experts. The greatest impact hasn’t been tactics or scripts. It’s been mindset. I now approach conversations with clarity, conviction, and a deeper sense of responsibility to help business owners protect what they’ve built and the people who depend on it. Even as a solo operator still building my vision, the coaching, community, and generosity behind 11X have already reshaped how I think, how I lead, and who I am becoming. That impact is real...and lasting.

    Alex Wenke, Financial Advisor | Buffalo, New York

The 11X Program was developed and is led by Rick Scruggs, Founder of Financial Designs & Financial Designs Business Advisors, bringing together decades of real-world experience helping advisors serve private and family business owners with greater clarity, confidence, and impact.

11X Curriculum Overview

The 11X program is a comprehensive, 6-month roadmap designed to transform financial advisors from solo “salespeople” into leadership advisors, business wealth coaches and firm builders. The program focuses on the private and family business owner market, which represents the single biggest asset class in the economy. 11X provides advisors with the language, systems, and tools to help business owners protect their “castle,” align their management team, and ultimately monetize their life’s work. By leveraging the ValuCompass system and the concept of “bringing an army” of vetted specialists to the table, 11X empowers advisors to charge value-based engagement fees while addressing complex business opportunities and closing gaps that many advisors overlook.

    • Session 1: Introduction to the private and family business market and the “11X” concept: 10X plus you, your firm, and your business.

    • Session 2: Shifting from being a “benefits communicator” to a “change navigator” while identifying unique abilities and building essential systems and protocols.

    • Session 3: Mastering the “Two Promises” and “Two Agreements” framework to establish immediate trust with prospects.

    • Session 4: Implementing the “1% Solution” (an investment in the business asset) and using ValuCompass to identify “money left on the table.”

    • Session 5: Establishing a process-driven organization to avoid “chasing” clients and understanding EBITDA add-backs in valuations.

    • Session 6: Embracing “progress, not perfection” and positioning yourself as the “Architect” (who sees the big picture) rather than just the “Plumber.”

    • Session 7: Utilizing AI-driven leadership to scale your firm and building a vetted “Army” of external specialists to handle complex client needs.

    • Session 8: Implementing advanced technical strategies, such as retroactive qualified plans and tax deductible life insurance inside 401(k)s.

    • Session 9: Assessing transition readiness and due diligence to protect owners from the “rubber glove treatment” during business sales.

    • Session 10: Strengthening psychological mental fortitude to handle rejection and planning for the year.

    • Session 11: Learning to “Scale Up” using Rockefeller Habits and navigating the “Stair Step” of a long-term business relationship.

    • Session 12: Quantifying the “Cost of Waiting” for clients and building high-level strategic partnerships.

For advisors ready to serve business owners at a higher level, inquire today to explore the 11X Program.