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Skip to 32:50.

Source: Acquisitions Anonymous Podcast Ep 39 | https://www.youtube.com/watch?v=U4O3JrA2pHM

Forbes Article

https://www.forbes.com/sites/richardparker/2016/10/24/the-business-for-sale-marketplace-why-90-of-listings-never-sell/?sh=1f47a1b216d8