Why I believe clarity — not urgency — is the
most valuable thing a CPA firm owner can gain.
I Didn’t Set Out to Do This Work.
I Lived It First.
Like most CPA firm owners, I spent years doing what the profession rewarded:
- Being responsive
- Being the go-to person
- Carrying the firm through busy seasons
- Solving problems personally
The firm grew.
The work was respected.
From the outside, it looked successful.
But over time, I began to notice something most of us don’t talk about openly:
The firm worked because of me — not without me.
And while that’s admirable early in a career, it becomes limiting later on.
The Question That Changed Everything
At some point, a quiet but persistent question surfaced:
“Do I want to keep doing this the same way for the next 5–10 years?”
Not:
“Do I want to retire?”
“Do I want to sell tomorrow?”
Just:
“Is this still working — for the firm and for me?”
Like many CPAs, I realized I had spent decades building a firm —
but very little time designing one that could evolve beyond me.
Why Most Firm Owners Get Stuck
What I discovered isn’t talked about much in our profession:
CPA firm owners don’t get stuck because they lack discipline, intelligence, or effort.
They get stuck because:
- The profession trains us to think season by season
- We’re rewarded for personal involvement
- No one shows us how to evolve the firm itself
- Exit conversations feel premature or transactional
So we stay reactive longer than we want to —
even when we’ve earned the right to something better.
From “Exit Planning” to Firm Evolution
Over time, I stopped thinking in terms of “exit” — and started thinking in terms of evolution.
That shift led me to develop what I now call the CPA Firm Evolution Path™ — a structured way to move from:
- Owner-dependence → intentional structure
- Reactivity → clarity
- Uncertainty → optionality
Not to force an outcome — but to create choices.
This way of thinking has shaped how I run my own firm and how I work with others.
Why I Created Straight Talk Transitions
I created Straight Talk Transitions because too many capable CPA firm owners carry unnecessary pressure, delay important conversations, assume clarity will come “later,” or feel boxed into false choices.
I wanted to offer something different:
- Clear thinking
- A calm, structured process
- Guidance from someone who understands the profession from the inside
Not hype.
Not urgency.
Just clarity.
How I Work Today
I work with a small number of CPA firm owners who are thinking seriously about the next chapter of their firm and their career.
Every engagement begins with clarity, not commitment.
That’s why the CPA Firm Clarity Diagnostic™ exists — to help you clearly understand:
- Where your firm truly stands
- What’s holding it back
- What deserves your attention now
- And what can wait
From there, we decide together whether it makes sense to work more closely.
From “Exit Planning” to Firm Evolution
If you’re here because you’re starting to ask bigger questions about your firm —
you’re not late.
You’re not behind. You’re simply at a point where clarity matters more than effort.
And that’s a good place to begin.
Your Next Step
If you’d like help seeing your firm more clearly — without pressure or assumptions — start here:
Begin with the CPA Firm Clarity Diagnostic™ — $97
I personally review every Diagnostic.