In this wide-ranging and deeply personal conversation, we sit down with Justinus Adriaanse—a South African-born entrepreneur whose life journey spans tech startups, social impact, and the pursuit of a more just world. From launching and scaling one of South Africa’s leading real estate platforms to founding a tuition-free coding academy for underserved youth, Justinus shares a remarkable story of transformation shaped by adversity, leadership, and an evolving worldview.

We explore the cultural forces that shaped his early assumptions, the inflection points that shifted his path, and the lessons learned from business success, personal hardship, and moving his family across continents. With honesty and clarity, Justinus reflects on growing as a leader, learning to code at 30, building inclusive organizations—and why happiness might just come down to expectations (and a good meal at Nando’s).

Links and Resources

• Justinus on Linkedin: https://www.linkedin.com/in/justinusadriaanse/
• WeThinkCode – A South African non-profit coding academy co-founded by Justinus https://www.wethinkcode.co.za/
• Private Property – Real estate portal he helped grow and transform https://www.privateproperty.co.za/
• Tommy Gun’s Barbershop – The Canadian business Justinus now helps operate and grow https://www.tommyguns.com/
• Solve for Happy by Mo Gawdat – Book on happiness and expectations https://www.mogawdat.com/solve-for-happy
• Crucial Conversations & Crucial Influence – Frameworks that shaped his leadership style https://cruciallearning.com/
• Time to Think by Nancy Kline – On creating space for better decision-making https://www.timetothink.com/
• The Art of Possibility by Rosamund & Benjamin Zander – A book about mindset shifts and reframing assumptions https://www.benjaminzander.org/the-art-of-possibility/

Quotes Worth Sharing

• “You can’t always change the world you live in, but you can change your expectations of it—and that’s where happiness begins.”
• “Coding taught me a process for problem solving—without risk. That’s the magic.”
• “If we create the right process and work on ourselves, we can make a great partnership with 80% of the population.”
• “We’re either building a country that works for everyone—or eventually it works for no one.”
• “It’s not about picking the best decision. It’s about picking the best decision people can buy into.”

Chapter Breakdown
02:50 – Growing Up in Apartheid-Era South Africa.
07:00 – Building & Scaling Private Property
20:00 – Turning It Around
28:00 – A New Life in Canada
35:00 – Tommy Gun’s & Canadian Business
40:00 – Tech for Opportunity: WeThinkCode
52:00 – Reframing Identity Through an MBA
69:00 – Partnership Conflict & Crucial Conversations
77:00 – Coding, AI & Problem-Solving
83:00 – Buying vs. Building a Business
88:00 – Entrepreneurial Cultures: SA vs. Canada
94:00 – Long-Term Focus & Leadership Growth
103:00 – On Happiness, Health & Perspective
Finding joy in the simple—Nando’s included.

In this episode of Built to Last, Levi and Colby sit down with Marina Byezhanova, a globally recognized personal branding expert, entrepreneur, and speaker, for a deeply candid and energizing conversation about identity, growth, and what it means to show up as a leader.

From navigating business failures in public, to building thought leadership that transcends a company name, Marina shares hard-earned insights that resonate with anyone who's wrestled with visibility, reinvention, or the pressure to be “the face” of a business. The conversation touches on the power of personal brand strategy, how to lead without burning out, the evolving role of AI in marketing, and why stacking joy is one of Marina’s guiding principles.

It’s a fast-paced, vulnerable, and insightful exchange. What starts as a professional conversation quickly becomes a powerful connection between peers building businesses with meaning.

Links and Resources Mentioned
Marina on Linkedin: https://www.linkedin.com/in/bmarina/

Marina’s personal branding agency: https://www.brandofaleader.com/

Entrepreneurs’ Organization (EO): https://eonetwork.org/

Ryan Holiday, Ego is the Enemy: https://www.youtube.com/watch?v=ju8WoRcR4Qo

Quotes Worth Sharing
“You didn’t build a personal brand. You were the spokesperson for your business—and that’s a big difference.”
“I only say yes to things that give me energy. If it drains me, I delegate or delete.”
“When you build your brand right, it will always be bigger than your business.”
“We are often building visibility, but if we fail, we fail in public.”
“Stacking is my life philosophy—bringing my whole life together, instead of splitting it apart.”

Segment Breakdown with Timestamps

00:00 – Meet Marina: Life, Travel & Leadership
Introduction to Marina’s story: Ukrainian roots, Canadian immigration, global work
How she started Brand of a Leader and built a remote-first team
Her passion for EO and thought leadership

06:30 – Leading Without Burnout
Marina’s hack: only doing what energizes her
Delegation as an act of self-awareness
Family, parenting, and the joy-centered life design model


14:45 – Finding Your People (and Yourself)
How EO helped Marina feel like she finally “fit” as an entrepreneur
The impact of peer groups on personal and professional growth
Redefining success and shedding outdated friendships


22:00 – The Real Personal Brand
Why most people confuse personal branding with just being visible
How to separate yourself from your business
The difference between being a thought leader vs. a company spokesperson


33:40 – AI, Identity & the Future of Visibility
How Brand of a Leader embraced AI as a co-creator
The rise of Answer Engine Optimization (AEO)
Why storytelling and emotion will always matter more than tech


44:30 – Leadership Through War & Hardship
Marina’s deeply personal account of the war in Ukraine
How her EO Ukraine forum became a source of strength and perspective
Hiring Ukrainian talent as a meaningful business decision


56:00 – Making Decisions Through Joy
Why fun is Marina’s true north
Lessons from speaking, stacking, and leading high-stakes EO events
How aligning to joy creates more energy, clarity, and success

1:06:00 – Thought Leadership and the Power of Perspective
What makes someone truly stand out in a crowded space
Why “just post” is the worst advice for founders
How real introspection creates authentic differentiation

In this episode, Levi and Colby are joined by David Barnett — business broker turned consultant, author, and content creator — for a masterclass in buying, selling, and valuing small businesses. David shares his journey from Yellow Pages rep to business owner, debt broker, and ultimately trusted advisor helping entrepreneurs navigate the complex world of business transactions. The conversation dives deep into lessons learned from brokerage, the realities of small business exits, how real-world transactions often differ from theory, and why systems, not just passion, build enduring organizations.

The episode also explores how content marketing, authorship, and thought leadership have fueled David’s consulting business, offering valuable insights for entrepreneurs thinking about how to build reputation and revenue streams beyond direct operations. Packed with candid advice, practical frameworks, and a dose of tough love, this episode is a must-listen for anyone considering buying, selling, or scaling a business.

Links and Resources Mentioned
David on Linkedin: https://www.linkedin.com/in/davidbarnettmoncton/
David Barnett’s Website: DavidCBarnett.com
Books by David Barnett https://www.investlocalbook.com/p/buy-book.html
Courses by David - https://www.businessbuyeradvantage.com/
YouTube Channel: David Barnett’s channel with over 700 videos - https://www.youtube.com/@DavidCBarnett

Quotes Worth Sharing
"The business is the cash flow — that's what someone is acquiring, not just the stuff inside."
"Businesses are always worth far more to their owners than they are to the buyers."
"Luck often explains success in business more than genius — sometimes the right person was simply hired at the right time."
"If you want to sell your business for more, make it more profitable — you get to enjoy the profits while you still own it."
"Don't buy yourself a job unless that's exactly what you want."

Segment Breakdown with Timestamps

00:00 – 07:00 | Introducing David Barnett: A Life in Business
David shares his early passion for business and journey through Yellow Pages sales, entrepreneurship, and business finance.
Lessons learned during the 2008–09 financial crisis.
The evolution from business broker to consultant.

07:00 – 14:30 | From Broker to Consultant: Building a Better Model
The flaws in the traditional brokerage commission model.
How David transitioned to a consulting business structure.
Early use of YouTube to automate sales conversations.
Going from local clients to an international consulting practice.

14:30 – 27:00 | Lessons in Systems, Franchises, and Business Building
How systemization helped David successfully build and sell his first business.
The myth vs. reality of franchise support systems.
Importance of documented processes to create transferable business value.
Why small operational details often separate great businesses from average ones.

27:00 – 42:00 | Buying and Selling Businesses: Tough Love Edition
Why most small businesses don’t sell (80% failure rate).
How owners often drastically overvalue their businesses.
The real market dynamics for Main Street businesses (under $500k cashflow).
Five main reasons people are forced to sell: burnout, poor health, divorce, relocation, retirement.

42:00 – 59:00 | The Reality of Small Business Acquisitions
Insights on "buying a business without money" claims.
Understanding buyer competition and market realities.
How to create your own deal flow outside of traditional brokers.
Why passion can sometimes blind buyers to real business risks.

59:00 – 1:15:00 | Deal Structuring, Due Diligence, and Red Flags
How to evaluate small businesses realistically (cash flow, working capital, client concentration).
Hidden pitfalls: improper broker valuations, missing