Ep. 4 Strategic Acquisitions Unlocking Business Value with Paul Ormsby
In this episode of the Legacy Branding Podcast, Laura Beauparlant sits down with Paul Ormsby, Senior VP at STS Capital Partners and retired Canadian Air Force General, to explore the role of branding in business sales.
Paul shares his journey from military leadership to M&A, emphasizing how strong brand equity and a clear vision can attract strategic buyers and lead to successful exits. He offers practical advice on navigating the emotional journey of selling a business, preparing for post-sale transitions, and building a lasting legacy.
Plus, hear the cautionary tale of a missed $258 million deal and learn about STS Capital’s "Success to Significance" initiative that turns entrepreneurial success into meaningful impact.
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Paul Ormsby is the senior vice President of Operations at STS Capital Partners. A retired two-star Canadian Air Force General, Paul served extensively as an Executive Strategic Advisor within the Canadian government at the Minister/Secretary level and as part of an embassy team where he served as Principal Advisor to the Canadian ambassador in Washington, DC.
Engaged globally, Paul has well-established networks across many key domains, including government, acquisitions, aerospace, defense, finance, capital providers, and think tanks: medical services, intelligence service providers, and software.
A life-long aviator, Paul has extensive experience with operations and experimental flight test experience.
https://stscapital.com/ -
00:00 Introduction to Strategic Acquisitions
00:21 Welcome to the Legacy Branding Podcast
01:01 Meet Paul Ormsby: From Military to M&A
05:33 The Importance of Brand in Business Sales
10:04 Types of Buyers: Financial vs. Strategic
13:55 Challenges in Selling a Business
15:12 Setting the Vision for Your Business Exit
15:44 Navigating Unexpected Offers and Partnerships
16:10 A Cautionary Tale: The Cost of Greed
18:21 The Emotional Journey of Selling a Business
20:20 Building Your Exit Team
21:59 Advice for Founders Considering a Sale
24:31 Legacy and Philanthropy: Beyond Business Success
27:24 Connecting with STS Capital
28:08 Conclusion and Next Steps