Miessenplatz the Sh*t Out of It: My Philosophy for Building Scalable, Exit-Ready Businesses
- Boruch Meir "Meyer" Greenbaum
- Apr 10
- 3 min read
It’s 2016.
I’m in Brooklyn, NY, having dinner with a potential customer on a bitterly cold night at The Loft Restaurant.
Since 2015, I’d been working hand-in-hand with our manufacturing partner on a New York State Medicaid bid. Governor Andrew Cuomo had announced a $35 million cost-saving initiative on disposable incontinence supplies. We won the award—and with it, a foothold in the NY Home Care market.
A market we had been dying to break into for years.
Pretty soon, I was flying to the East Coast every week.
Red-eye out of LA on Sunday night.
Five-day blitz.
Red-eye home.
I was building the TwinMed Home Care business from the ground up.
That night, dinner was going well. I’d had a little too much wine. A dessert or two too many. I could feel the heartburn already setting in—and knew I’d be paying for this gastronomical orgy in the days to come.
I excused myself to the men’s room, still hopeful we’d close the deal.This customer wasn’t just a big fish.
It was a whale.
As I stood at the stall, whistling to myself, the door swung open. In walked a portly man in a chef’s jacket and orthopedic clogs.
“Good evening, Chef!” I guessed.
“How’s it hanging, young fella?” he shot back.
We stood side by side in awkward silence, each focused on the task at hand.
“Your lamb dish was incredible. Best I’ve had in a long time,” I said. “What’s your secret?”
He looked me square in the eye and said:“Simple. I miessenplatz the sh*t out of it.”
Back at the mirror, washing our hands, he gave me the breakdown.And that was the first time I heard the word mise en place.
The Lamb That Got Miessenplatzed
Ever since that encounter, when partners ask how I juggle so many moving parts, I tell them the story of the lamb that got its sh*t miessenplatzed out of it.
And I tell them the truth I learned that night:
If you want to build a business—from idea to exit—you need to miessenplatz the sh*t out of it.
Let me explain.
What Is Miessenplatz?
Most people know mise en place as a French culinary term.It means “everything in its place.”
But to me, miessenplatz is more than organization.
It’s orchestration.
It’s a tempo-driven symphony of precision.
It’s how you build a business model like the ESaaS.
In my world, miessenplatz means this:
“It’s the sum of an orchestra, with the chef as conductor.”
Each pot boils at its own speed.
Each oven holds its own heat.
Every ingredient—washed, chopped, marinated, measured, labeled—is perfectly placed.
Nothing rushed.
Nothing random.
But nothing slow.
Great dishes aren’t chaotic.They’re synchronized.
So are great businesses.
Applying Miessenplatz to ESaaS (Ecosystem as a Solution)
I built CEHC and the Platform Partners model on this principle.
ESaaS isn’t just a clever acronym.
It’s a mise en place system for scalable, principled healthcare ventures.
Here’s how I break it down:
Vision is the menu. If you don’t know what you’re serving, don’t start prepping ingredients.
Product is the protein. It’s center-stage. It must be fresh, valuable, and cooked with care.
Advisors are your prep team. Each one dicing, searing, blending, plating—at exactly the right time.
Platform infrastructure is the heat. If your oven’s unreliable, it doesn’t matter how good the ingredients are.
Partners are garnishes and sides. They add contrast, color, texture—but only if used at the right moment.
Data is your seasoning. Not the main course, but without it? Everything’s bland.
How We Miessenplatz at BMG and CEHC
When I work with clients, we don’t rush to scale.We miessenplatz every step:
We prep infrastructure before we chase leads.
We align partners before we finalize pricing.
We clarify messaging before we launch.
We model ROI before we pitch.
Same Dish. Same Ingredients. Different Outcomes.
Two companies. Same capital. Same product. Same partners. Same tools.
One produces a masterpiece: Balanced. Clean. Elegant. Scalable.
Everyone’s proud. Everyone wants seconds.
The other?
It’s greasy. Sloppy. Unstable.
Deals fall apart. People burn out.
Customers get indigestion—or worse, they choke on it.
The difference isn’t the product.
It’s the preparation.
It’s the orchestration.
It’s the miessenplatz.
When You Don’t Miessenplatz the Sh*t Out of It
You miss critical timing.
You overextend resources.
You under-season your messaging.
You overcook your partner relationships.
You serve chaos, dressed up as potential.
And that’s how great ideas become wasted opportunities.
The Result? No Waste. No Burnout. No Overcooked Deals.
This isn’t just operational. It’s philosophical.
Miessenplatz is how you build ventures that scale without breaking.
That exit without fire drills.
That feel like they were always meant to work.
So if you’re trying to commercialize a product, raise money, attract strategic buyers, or build a platform that works—
Don’t hustle harder
Miessenplatz smarter.
Yours in Partnership
Boruch Meir “Meyer” Greenbaum
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