Our Values

Will Petter

Will Petter’s journey began in the high-stakes world of investment banking, where he helped founder-led businesses transition ownership, often selling to private equity firms. While he initially embraced the financial success these transactions provided, his perspective shifted when he joined a private equity group and experienced the pressures firsthand. Working with a second-generation oilfield services company in East Texas, he witnessed how the relentless pursuit of growth and profitability could lead to cultural erosion, high turnover, and deep personal costs.

This experience left a lasting impression on Will. He saw how the business, passed down through generations, grew financially under private equity, but at a tremendous personal and cultural expense. The departure of the company’s family leaders, coupled with the layoff of 80% of its workforce during COVID-19, revealed the human cost of these transactions. As the company focused on protecting its balance sheet, Will, like many others, felt the deep strain—sacrificing time with his family and enduring immense personal stress.

This critical experience led Will to ask a fundamental question: Is there a better way to achieve both financial success and long-term sustainability for businesses and their people?

His search for that better way brought him to employee ownership, specifically through Employee Stock Ownership Plans (ESOPs). Will realized that ESOPs offer a pathway for business owners to empower their employees, preserve company legacies, and foster sustainable growth without the sacrifices he had witnessed in traditional private equity transactions.

At the heart of American Dream Legacy Advisors is this belief: while employee ownership often represents a compelling option for many business owners, Will recognizes that every business is unique and requires a tailored approach. Drawing on his extensive experience with strategic sales, private equity, and employee ownership, Will is committed to helping business owners evaluate all of their options. Unlike many M&A advisors and corporate attorneys who often overlook employee ownership because the deal structure is different and may not generate the same fees, Will is a strong advocate of employee ownership. His goal is to ensure that business owners make informed, strategic decisions that align with their long-term goals, company culture, and legacy.

With a deep understanding of the home services sector and blue collar services, Will is uniquely equipped to guide owners in this space. His financial and operational expertise, including serving as CFO nation-wide businesses and raising over $150 million in capital, provides a solid foundation for helping business owners navigate the complexities of transition planning.

Above all, Will is passionate about building a more equitable and sustainable future for business owners and employees alike. Through American Dream Legacy Advisors, he’s helping to reshape the narrative around business transitions—one that prioritizes financial success, employee well-being, and legacy preservation.

MEET THE FOUNDERS

David Shurna is a co-founder of American Dream Legacy Advisors. Dave helps people, businesses, and organizations define and pursue their dreams. Dave is the co-founder of No Barriers, which helps people overcome adversity and unleash their potential. He is an author, social entrepreneur, nonprofit leader, startup business leader, and speaker. His secret true passion though is carpentry!

Dave emphasizes the importance of aligning Vision with action. He encourages business owners to identify their core values to guide all decisions. For American Dream Legacy Advisors, this means helping business owners define their goals and priorities for the transition process. Dave’s values-driven approach aligns with the significance of preserving company culture, rewarding employees, and securing future growth.

Dave emphasizes the power of Reach, encouraging people to push beyond perceived limitations to achieve ambitious goals. For business owners, this means being open to new opportunities presented by employee ownership, such as ESOPs and wealth creation. Dave knows the value of seeking expert guidance and building a strong support network.

Dave believes in the power of Alchemy, transforming challenges into opportunities for growth. By embracing the ESOP model, businesses can leverage tax benefits and create a sustainable ownership structure.

Dave's focus on Elevate underscores the importance of creating a positive impact that goes beyond individual success. He encourages businesses to consider how their transitions can benefit their employees and communities. American Dream Legacy Advisor's vision to be the premier trusted partner that helps business owners build legacies of ownership and success that last for generations.

Dave co-authored What's Within You: Your Roadmap to Living Life With No Barriers with Tom Lillig. The book serves as a guide to tackling challenges and unleashing potential. Dave's work with No Barriers, Global Explorers, the Catamount Institute and hundreds of businesses along with his insights from What’s Within You inform his approach to helping businesses navigate transitions with a focus on values, growth, and positive impact.

David Shurna