Back Again!
Join Us for a
3-Part Executive Webinar
For Business Advisors Ready to Lead at the Next Level
Tuesday, June 23 | 11 a.m. - 12:30 p.m. EST
Cost: $150
Rick Scruggs, CLU®, ChFC®, C(K)P®
Main Speaker, CEO & Advisor
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.
Elias Donovan
Facilitator and Strategic Operations Partner
Elias Donovan strengthens the systems and operational structure that support the advisory work at Financial Designs Business Advisors. Elias supports the execution of the 11X program, helping facilitate sessions and translate its frameworks into practical action for participating advisors.
Overview
The 11X program helps financial advisors move beyond product-led conversations and into a more valuable advisory role with private and family business owners. It gives advisors the language, systems, and tools to create stronger engagements, think more clearly about value-based fees, and coordinate the right professional team around complex business-owner needs.
This executive webinar introduces three practical parts of that model: building a true advisory ecosystem, implementing value-based pricing, and using a simple pre-brief and debrief rhythm to improve preparation, follow-through, handoffs, and execution.
Led By
What You Can Expect
Part 1: 20 Minutes
Guest Speaker: Bill Gust
Building Your Team: The Collaborative Ecosystem
To serve business owners well, advisors must move beyond the solo-operator model and coordinate the right professional team around the owner’s most important needs.
Why this Matters: Stalled cases and lost credibility due to fragmented CPA, legal, and specialist handoffs.
Actionable Takeaway: A practical way to think about the advisor’s role in coordinating CPAs, attorneys, valuation experts, and specialized professionals around the business owner.
Value: Helps position the advisor as a lead coordinator of the right professional ecosystem, not another product salesperson.
Part 2: 20 Minutes
Guest Speaker: Bill Bishop
Implementing the “1% Solution”: Value-Based Pricing for Elite Advisors
Stop selling products. Start charging for intellectual capital.
Why this Matters: Fee anxiety, discounting, and pricing that does not match enterprise-level impact.
Actionable Takeaway: A method for thinking about advisory fees in relation to enterprise value, complexity, and the responsibility of the engagement.
Value: Reframes the engagement fee as the economics required to support serious advisory work and coordinated execution.
Part 3: 20 Minutes
The Navy SEAL “Pre-Brief & Debrief” Protocol
Borrowed from Admiral Ray Smith, this system creates operational excellence before and after every client mission.
Why this Matters: Inconsistent follow-through that leads to overpromising, missed handoffs, and preventable errors.
Actionable Takeaway: A step-by-step checklist to pre-brief every engagement and debrief immediately after—capturing insights, preventing errors, and improving execution.
Value: Creates mature simplicity, stronger follow-through, and helps reduce the common advisor mistake of overpromising and underdelivering.
What Current 11X Program Participants Are Saying
“What changed for me is the way I see the value I provide. I offer something meaningfully different than other advisors, so I no longer question my fee. It’s based on the complexity of the work.” - Joe (Wisconsin)
“We were scared to charge a fee at the beginning of the year… now we won’t even talk to somebody without at least $5,000 on the basis.” - Jordan (Wisconsin)
“We’ve done a much better job of positioning ourselves not just as financial advisors, but as strategists.” - Alan (Georgia)
“The biggest shift was moving away from being seen as a consultant and stepping more fully into the role of an advisor.” - Duane (Maryland)
“When I take the time to pre-brief my team, it changes the entire meeting dynamic. Instead of leaving a meeting having done 70 to 80% of the talking, I’m closer to 20%.” - Kyle (New York)
Join Us for this 3-Part Executive Webinar
Tuesday, June 23 | 11 a.m. - 12:30 p.m. EST
Cost: $150
Want to learn more about the full Financial Designs Business Advisor Institute 11X program? Inquire today using the form or click the button below.