The Emotional Side of Exiting Your Business: Insights from Dr. Azza Diasti-Kennedy
Starting and growing a business is one of the most personal journeys a founder can take. Every late night, every client interaction, and every team milestone becomes a part of who you are. So when it comes time to sell, the emotional stakes can feel just as high as the financial ones. In the latest episode of The Founders Journey to Exit, Hannah Huke sits down with Dr. Azza Diasti-Kennedy, Managing Director at Evergreen M&A, to talk about navigating the emotional side of selling a business. Dr. Azza, who successfully grew and sold her own veterinary practice, shares her firsthand experience and advice for founders facing this pivotal moment. You can listen to the full episode on Apple Podcasts, Spotify, or Buzzsprout.
Dr. Azza explains that when she first started, selling her business was the farthest thing from her mind. “I was driven by purpose, I wanted to build something exceptional, not something to flip over time,” she says. Over time, she realized that creating value isn’t just about serving clients or patients—it’s also about building a business that can live beyond you. “That realization honestly changed how I led, how I trained my team, and also how I viewed growth,” she adds.
One of the most challenging aspects of selling a business, Dr. Azza notes, is separating personal attachment from market value. “Most of us attach emotional worth to our business. It’s how much sweat and emotions we poured into it. We think buyers will see that the same way, but they don’t, realistically. Buyers look at sustainability, systems, earnings, and not sacrifices,” she says. Accepting that the market may value your business differently than you do can be tough—but it’s a critical step in preparing for a successful exit.
The emotional roller coaster of selling was another surprise for Dr. Azza. “You are excited, one day, terrified the next day, having nightmares. I had to remind myself that I wasn’t selling my identity; I was actually transitioning my role. Letting go of control does not mean losing my purpose. It’s just a different kind of leadership that I will take on,” she explains. For founders navigating this transition, she emphasizes the importance of adopting a mindset focused on growth and evolution rather than loss.
A major concern for many founders is the impact on their team. Dr. Azza shares, “One of the toughest conversations a founder will ever have [is] telling your team that you are selling the business they helped you build. The truth is, I was doing it honestly for them, not to them. And when I finally shared the news, I told them, ‘We have built something amazing together, and the reason this opportunity exists is because of all of you guys. This isn’t an ending, it’s an evolution and a beginning for all of us.’” Timing and honest communication are critical. She advises that founders should announce a sale once the deal is mostly finalized, to minimize uncertainty while maintaining trust and reassurance.
Preparation—both financial and emotional—is key to navigating an exit successfully. “Preparation gives you leverage. It keeps you from making emotional decisions out of fear or exhaustion. When you understand your numbers and your options, you negotiate from strength. When you understand your emotions, you lead the transition with grace,” Dr. Azza says.
At Evergreen M&A, Dr. Azza now helps other founders avoid the emotional and financial blind spots she experienced. “We don’t just look at numbers; we actually look at the human behind the business. You can sell your business, but you never sell your legacy,” she explains.
For founders thinking about selling in the next few years, her advice is clear: start preparing now. Build a team that can operate independently, document your systems, and start envisioning your life after the sale. With preparation and a focus on both people and purpose, the journey can be as rewarding as the business itself.
Get in Touch
If you’re a founder considering your next step—whether selling now or planning for the future—Evergreen can guide you through the process with clarity and confidence. We offer valuation insights, readiness assessments, and a strategic roadmap tailored to your timeline, so you’re positioned to maximize value while minimizing stress. Connect with us to start the conversation: Senior M&A Advisor Hannah Huke at hannah@evergreenforfounders.com or 617.470.3462.