Brad Sugars: What's the Formula for Business Success?

Brad Sugars is the #1 business coach in the world, an entrepreneur with a $2.5 billion track record, and the founder of ActionCoach, the largest business coaching franchise operating in over 80 countries. We spoke about his six-step framework for building a thriving business, the common pitfalls entrepreneurs face, and the formulaic principles behind achieving both business and personal success.

At the heart of Brad’s approach lies a simple yet powerful formula: Dreams × Goals × Learning × Plans × Action = Success. According to Brad, “If there are no dreams, there’s no necessity to do your best.” From setting clear visions to working backward into actionable plans, Brad unpacks how these components multiply to create exponential growth.

We also discussed his proven six-stage business-building process:

1. Mastery – "Get very good at four key areas."
2. Marketing – “There’s a formula for that: leads, conversion, transactions, and margins.”
3. Systemization – Nine steps to ensure the business runs efficiently.
4. Team Building – Six keys to a winning team.
5. Scaling – Five disciplines to expand.
6. Freedom – "A business that works without you."

Brad’s insights go beyond just strategies. He shares personal anecdotes, like how his early grind masked broken systems in his business. “I wore it as a badge of honor,” he admits, “but me working that hard just covered up the fact that my sales system didn’t work.” His journey from hustler to a systems-driven leader highlights why entrepreneurs must grow themselves to grow their businesses: “Your business cannot outgrow you.”

Other key takeaways include:

• The Marketing Mindset: "Your job is to get people to say, ‘I’m interested.’”
• Building a Mission: “Great people don’t want to work for a company that doesn’t have massive goals and a big vision.”
• The Power of Giving Back: With initiatives like pro bono coaching and programs for young entrepreneurs, Brad emphasizes, “You can’t just be taking. You’ve got to be giving back.”

We also touched on the loneliness of entrepreneurship and how coaching bridges that gap by providing guidance, structure, and accountability. Whether you're an aspiring entrepreneur or a seasoned business owner, this episode offers actionable advice and a formula you can immediately implement to drive your success.