In this episode of The Eight Figure Product Show, Luke Peters sits down with Lance Cottrell, a seasoned entrepreneur and expert in security, privacy, and scaling tech-driven businesses. Together, they dive into the tactics that actually work when building and exiting a successful company—from early product strategy to leadership evolution and preparing for acquisition.

You’ll learn:

• The biggest mistakes founders make in early growth

• How to think about product-market fit in technical industries

• Why leadership structure determines scale

• And how Lance built and sold his company while staying true to his mission

If you’re leading a fast-growing product business or planning your exit—this conversation will give you clarity and edge.

Most small to mid-sized businesses rely almost entirely on inbound sales—and it’s holding them back. In this episode, Luke Peters explains why companies stuck at $3M to $15M often plateau and how adding outbound sales can be the growth catalyst you’ve been missing.

You'll learn:

• The two biggest reasons founders avoid outbound

• Why doing the same thing at $10M you did at $2M is a red flag

• How cold outreach can add real fuel to your growth strategy

• Why executive talent—not just hustle—is key to outbound success

If you’re not hitting new revenue levels, this episode shows you the playbook to break through.

Most founder-CEOs are stuck in the weeds—busy, overwhelmed, and still not moving the business forward. In this episode, Luke Peters breaks down what’s really holding you back: low margins, reactive thinking, and no system for focusing on what actually matters.

You'll learn:

• Why low margins are the root of burnout and chaos

• What “high payoff activities” (HPAs) actually look like

• How to shift your mindset from task manager to strategist

• Why hiring a true sales leader is often the #1 growth lever

• A simple way to execute strategy using OKRs

If you're grinding hard but not seeing results, this episode shows you how to get your time—and business—back on track.

Thinking about selling your business? If you're relying on a standard EBITDA multiple, you're probably leaving money on the table. In this episode, Luke Peters breaks down multiple expansion—how boosting margins and reducing risk can increase both your earnings and the multiplier buyers are willing to pay.

You'll learn:

• Why recurring revenue and consumables drive higher valuations

• How improving from 10% to 15% EBITDA can boost your multiple

• The difference between running a lifestyle business and building a sellable asset

• Simple ways to shift your business model—without reinventing the wheel

If you’re planning an exit in the next 3–5 years, this episode gives you a tactical way to add serious value before you sell.

Too many founders obsess over dashboards and KPIs—yet still miss what actually drives long-term growth. In this episode, Luke Peters breaks down the difference between lagging indicators and the leading inputs that move the needle.

You’ll learn:

• Why real financial truth comes from monthly accrual reviews—not real-time dashboards

• The most overlooked metrics that shape future success

• How tracking too much is just as bad as tracking too little

• And why a Garmin watch might be smarter than your KPI report

If you’re a CEO stuck in the weeds, this episode is your blueprint for focusing on what actually matters.

Most CEOs sit on their hands when the economy slows. Not Luke Peters. In this episode, he explains why this market is a rare chance to level up your team—especially when it comes to key hires like a Head of Sales or COO.

You’ll learn:

• Why top talent is finally back on the market

• The mindset shift founders need to grow in tough times

• Why your bottleneck might not be your product—it’s your people

• And how hiring smart now can pay off when the economy rebounds

If you're stretched too thin or stuck in a sales rut—this episode is your wake-up call.

Uncertain times can crush a business—or create an opening. In this short episode, Luke Peters shares how he navigated major disruption, from tariffs to financial crises, and why most CEOs focus on the wrong things.

He explains:

• Why optimizing a bad situation is a losing game

• How to avoid getting stuck in a red ocean

• The power of long-term thinking in short-term chaos

• And why starting a business during tough times can actually be a huge advantage

If you're a founder or CEO dealing with market pressure, supply chain issues, or global noise—this episode is for you. Clear. Tactical. Battle-tested.

Most businesses struggle with pricing—charge too little, and you're stuck in a race to the bottom. Charge too much without offering more, and customers walk. So how do you set prices that maximize margins without killing demand?

In this episode, Luke Peters, founder of a multi-million dollar appliance brand, breaks down value-based pricing—what works, what doesn’t, and the exact strategies he used to scale to $80M+ before selling to private equity.

You'll learn:

• The real reason brands fail at pricing (and how to fix it)
• Why niching down boosts margins and lowers stress
• How to test price points before launching a product
• The one mindset shift that makes pricing easy

If you're tired of competing on price and want to charge more, win more, and grow smarter, this episode is for you.

🔗 Listen now.

Selling your business is likely a once-in-a-lifetime event—but buyers do this every day. They know what they’re looking for, and if you’re not prepared, you could leave millions on the table.

In this episode, I break down the 9 key steps to making your business an irresistible investment opportunity, including:

✔️ The financials buyers trust (and what they’ll scrutinize) ✔️ Why customer concentration is a risk—and how to mitigate it ✔️ How strong branding can boost your valuation ✔️ The leadership team and processes that increase your multiple ✔️ Why EBITDA is king—and the number you should be aiming for

I’ll also share real-world lessons from my own journey—scaling a company from my garage, hitting $80M in revenue, and successfully exiting to private equity.

If you're thinking about selling (or just want to build a stronger business), this episode is for you.

🎧 Listen now.

What sort of important data can a brand gain from working with a Reverse Logistics company? How can you lower your return rate and improve customer satisfaction? In this episode, you will hear about how Reverse Logistics can improve your business with help the environment with a focus on sustainability, getting products back into the market for second use or recycling.