Straight Talk for CPA Firm Owners Planning Their Next Chapter

Why leadership-level transparency builds trust, reduces client anxiety, and increases value for CPA firms—especially when planning for growth or transition.

A reflective year-end message for CPA firm owners to pause, assess what their firm gives and takes, and gain clarity for aligned, thoughtful future transitions.

December is a strange month for CPA firm owners. You’re exhausted from the year… You’re already anxious about the tax season ahead… But you also feel that tug — the desire to step back, breathe, and ask yourself whether you want another year just like the one you lived. For many firm owners (especially those beginning to think about the next chapter), December is the one time of year where your head finally gets quiet enough to see things clearly. That’s why I encourage every CPA firm owner to do one simple — but transformative — exercise before the year ends: The “December Reset” Exercise Find 20 minutes. Sit somewhere quiet. And answer three questions with complete honesty: 1. “What parts of my firm energized me this year?” Most owners can easily list what frustrated them. Few take time to notice the work that actually gives them energy. Look for clues. Your future should contain more of what strengthens you — and less of what drains you. 2. “What would have to change for next year to feel meaningfully better?” Not small tweaks. Not complicated plans. Just one or two meaningful changes — in team, capacity, your role, systems, or client mix — that would actually shift your day-to-day experience. This is where clarity begins. 3. “If someone offered to buy my firm tomorrow… would I feel ready?” Most owners whisper “no” — not because they don’t want options, but because: their systems aren’t clean, their team relies too much on them, their client relationships aren’t documented, or their financials don’t clearly tell the story. This question isn’t about selling today. It’s about reducing dependency — because the more a firm depends on you, the less valuable it becomes. Why This Exercise Matters (Especially Now) Because the beginning of tax season is the worst time to think strategically. Right now, in December, you’re standing at the only quiet crossroads you’ll have until April 16. Most firm owners blow past it. But the ones who pause — who use this time to reflect, recalibrate, and realign — enter the new year with more clarity, more confidence, and a much stronger foundation for the future (whether that future involves growth, slowing down, or preparing for a transition). A Straight Talk Insight In talking with hundreds of firm owners, I’ve noticed a consistent pattern: Those who eventually exit successfully didn’t start by “planning a sale.” They started by asking better questions. And they asked them long before they were ready to take action. The December Reset forces those questions to the surface — the ones you push aside during the rush of the year. Your Next Step If you do nothing else this year… Do this exercise. It will give you clarity. It will sharpen your priorities. And it will help you start the new year with intention instead of momentum dragging you forward. Your future firm — and your future self — will thank you.

A few months ago, I came across a powerful insight from Seth Godin. He described how it takes about 900,000 minutes of training to become a board-certified dermatologist — years of study, practice, and technical mastery. But it takes less than nine minutes for a patient to decide whether they feel: seen understood reassured and genuinely cared for If you skip the nine minutes, the 900,000 don’t matter. That insight stayed with me. The more I reflected on it, the more I realized how true it is for CPA firms — especially today. AI can already do parts of our work. Accuracy is becoming a commodity. But care, clarity, empathy, and presence — those nine minutes — are what create loyalty. And loyalty is what creates firm value. This is exactly why I developed The Straight Talk Way inside our firm: a simple but powerful communication framework that strengthens trust, reduces owner dependency, and increases the transferability of a CPA practice. Below is the framework we use — the same one buyers quietly evaluate when assessing a firm’s value. 1. The Straight Talk Mindset Enter every conversation with: compassion humility curiosity a desire to understand the client’s world before talking about your own Instead of jumping straight into updates, begin with presence. Straight Talk example: “Before we dive in, how have things been since we last spoke?” Clients want to feel understood before they want to feel impressed. This mindset is the foundation of a transferable, scalable firm because it keeps clients loyal to the firm — not just the owner. 2. Match & Guide Client Energy Clients trust people who feel like them. When they’re anxious, match their tone with calm, steady energy. When they’re upbeat, match the enthusiasm. Then gently guide the conversation toward clarity and confidence. Teams that do this well reduce the emotional labor on the owner — a major value driver for acquirers. 3. Open With Structure — But Stay Flexible A simple structure creates safety. “Here’s what we’ll cover today…” “Before we begin, what’s on your mind that we should address?” This makes the client feel like the hero, and your firm becomes the guide. Buyers love firms whose meetings follow a consistent pattern — because consistency survives transitions. 4. Give Genuine, Specific Compliments Not generic praise. Not flattery. Just sincere acknowledgment of effort, clarity, or preparation. Specific compliments build immediate rapport and strengthen relationships — something acquirers look for in firms with high retention. 5. Ask, Listen, and Pause The pause is where truth surfaces. Ask thoughtful questions. Listen fully. Allow silence. Clients only open up when they feel safe — and safety is created by space. Teams who master this reduce rework, misunderstandings, and unnecessary follow-up. 6. Recap Every Meeting A strong recap includes: key takeaways action items responsibilities next steps It prevents confusion, protects the team, and signals professionalism. Well-run firms recap consistently — and buyers know it. 7. Follow Up With Care The follow-up is where loyalty is built. A short, warm “Just checking in…” message shows dependability and care — two attributes that turn satisfied clients into loyal clients. Loyal clients produce higher multiples. Why These 9 Minutes Matter for Your Firm’s Value When buyers review a firm, they’re evaluating more than numbers. They’re evaluating: client loyalty system consistency cultural trust team communication strength dependence on the owner Those qualities emerge from the nine minutes inside every interaction — not the technical work. The Straight Talk Way was born from my own realization that while AI may transform our profession, human connection will determine a firm’s value. These habits aren’t soft skills. They are transferability skills . They are valuation skills . They are the future of successful CPA transitions . Master these nine minutes, and you master the foundation of a more valuable, more sellable firm. 

When I was a young boy growing up in Kenya, my three brothers and I would play table tennis at home for fun. I seemed to have a knack for it — quick reflexes, good coordination — but more than anything, I loved the game. (It also gave me a legitimate reason to avoid homework, which I didn’t enjoy nearly as much.) A few years later, a local tournament was organized for boys under 13. I entered, gave it everything I had, and won. That small victory changed the trajectory of my life. A local businessman in his early 30s heard about me and offered to drive me several times a week to the local table tennis club so I could practice. He told me that what made him want to help wasn’t just that I showed potential — it was that I was always ready when he arrived. Dressed properly. Punctual. Grateful. Soon, several men in their 30s and 40s became my mentors. They encouraged me, challenged me, and believed in me. For a 12-year-old, that kind of support was transformative. It built my confidence, my discipline, and ultimately shaped how I’ve approached every pursuit since — including running a CPA firm . Years later, I went on to play at the national level and eventually became the Kenyan National Men’s Singles Champion. But the lessons I learned long before the trophies are the ones that matter most especially in the world of entrepreneurship. Here are a few of them: 1. Show Up Ready When my mentor came to pick me up, I was always prepared — table tennis paddle packed, shoes on, and an enthusiastic mindset. Meanwhile, the other kids often showed up late, unprepared, or in the wrong attire. That simple habit earned me trust and respect with my mentors. In a CPA firm, readiness looks similar: Preparing before client and staff meetings Reviewing numbers before making decisions Anticipating busy seasons instead of reacting to them And if you’re preparing for a transition, readiness means: Clean systems Documented processes Clear client relationships The more “ready” your firm is, the more valuable and attractive it becomes. Ask yourself: If someone came to “pick up” your firm today — would it be ready? 2. Be Coachable I learned early that talent without teachability hits a ceiling. My mentors critiqued my grip, stance, footwork, and serve. Their feedback wasn’t always comfortable, but I listened because I knew they saw angles I couldn’t. The same applies to firm owners. Coachability today might mean: Rethinking how you manage your team Adopting new technology Improving your leadership habits Being open to guidance as you plan your eventual exit Ask yourself: Are you willing to be mentored again — even after decades of mentoring others? 3. Appreciate the People Who Help You I was fortunate to have mentors who believed in me. And I made sure they knew their investment mattered — not just with words, but with effort and gratitude. Gratitude multiplies commitment. People who feel valued tend to give even more. Inside a CPA firm, appreciation strengthens: Your team culture Client loyalty Successor relationships Buyer confidence Ask yourself: Who has helped you — or is helping you now? Have you thanked them recently? 4. Practice the Basics — Relentlessly At the national level, I practiced my serve hundreds of times a day. The basics were repetitive, sometimes boring — but they won matches. The same is true in a CPA firm. The “basics” are: Weekly dashboards Structured team meetings Regular communication rhythms Consistency in client experience Documenting processes These simple habits create predictability — and predictability is what buyers, successors, and strong teams rely on. Ask yourself: Are you practicing the fundamentals… or are urgent tasks pushing them aside? 5. Pay It Forward The men who helped me didn’t have to. They weren’t paid coaches. They simply enjoyed supporting a young person who was serious about his craft. That spirit of mentorship has stayed with me my entire life — and it drives my work at Straight Talk CPAs and Straight Talk Transitions. Most CPA firm owners have built their practices through decades of hard work and sacrifice. But eventually, the question becomes: Who are you preparing to pass it on to? Whether it’s: A rising team member, A younger partner, Or a buyer who shares your values — …your legacy continues only when someone else is ready to carry it forward. Ask yourself: Who are you mentoring to inherit the standards you’ve built? Final Thought That first tournament win taught me far more than table tennis. It taught me: Readiness Humility Gratitude Discipline And legacy These values guide every strong CPA firm — and every successful transition. Because in the end, success isn’t about winning the next match. It’s about preparing others — and your firm — for the next chapter.

A client once told me, “I never worry about my taxes with your CPA firm — your team is always one step ahead.” That comment stuck with me. It wasn’t about technical skill or tax strategy. It was about trust. In today’s world, speed and reliability create more loyalty than any marketing promise ever could. Results + Experience = Loyalty In a leadership meeting recently, I reminded my team that clients want two things from us: Results and Experience. Results: Lower my taxes. Make me more profitable. Get my financials in order. Experience: Communicate on time. Make it easy (even enjoyable) to work with you. When you deliver both, clients don’t just stay — they advocate. The Difference Between Vendors and Partners A vendor meets deadlines. A partner anticipates needs. When clients feel seen, informed, and supported, trust compounds. That trust shows up in the metrics that matter most: Higher retention. More referrals. Greater recurring revenue. And when it’s time to sell, those metrics translate directly into higher valuation multiples. Three Habits That Build the Trust Premium 1. Be predictably proactive. Clients should never chase you for updates. Send brief status notes before they ask. 2. Communicate like a partner. Ask questions that show you understand their goals — not just their numbers. 3. Show calm confidence. When things get complex, clients look to you for steadiness. Confidence breeds reassurance, which builds loyalty. Why Buyers Pay More for Trust When buyers assess a firm, they look closely at retention and reputation. A firm with strong recurring relationships and delighted clients is seen as low-risk and high-value. That’s why two firms with identical revenue can have vastly different selling prices — one has clients who tolerate them, the other has clients who trust them. And here’s the part most firm owners overlook:  Trust isn’t built by accident. It’s built by systems, habits, and leadership that make your firm run smoothly — with or without you. That’s exactly what The Infinite Firm Toolkit™ is designed to help you build. Because when your operations are tighter, your client experience stronger, and your firm less dependent on you, your valuation increases — even if you’re not planning to exit anytime soon. Get The Infinite Firm Toolkit™ → www.straighttalktransitions.com/infinite-firm-toolkit

We’re two days into our 11-day Mediterranean cruise, and I’m amazed by what I’m witnessing. When we boarded, I couldn’t help but think about how this massive operation runs so smoothly — and how much CPA firms could learn from it. 1. The Boarding Miracle We boarded at noon. By that time, the ship — carrying over 3,000 passengers — had arrived at port just four hours earlier. By 8:00 a.m., every guest from the previous voyage had disembarked. By noon, thousands of new passengers (including us) had boarded, luggage loaded, cabins cleaned, meals prepared, and safety protocols completed. Can you imagine the systems, communication, and coordination required to make that happen? That’s operational mastery in action. 2. Feeding Thousands — with Personalization Every day, more than 3,000 passengers are served multiple meals — breakfast, lunch, dinner, and everything in between — across different restaurants, cuisines, and dietary needs. On our first night, I saw this precision combined with genuine care. We told our waiter we only eat halal meat. He immediately called over his manager, Jean, who went through the menu with us and assured us our meals would be prepared accordingly. Later that evening, the Assistant Maitre D, Arun, stopped by our table to introduce himself and personally assure us that we would be well taken care of for the rest of the voyage. It wasn’t just process — it was personal attention at scale. 3. Predictable Precision at Sea The ship moves from country to country, port to port, with astonishing punctuality. Each stop requires permits, docking schedules, customs coordination, and fuel management. Yet everything happens like clockwork. Why? Because they follow a repeatable, proven system. Every process has an owner. Every detail has a checklist. And that structure creates something rare in business — predictability you can trust. 4. The Human Touch in Every Interaction When we were booking excursions, the staff member didn’t just hand us a brochure. She asked what we enjoy doing — then patiently explained each option, sharing personal recommendations from her own experiences. That small act turned a transaction into a relationship. It’s a reminder that excellence isn’t cold efficiency; it’s systems combined with empathy. 5. The Culture That Powers It All What’s most impressive is the crew’s culture — it’s the invisible system behind the visible systems. Everyone knows their role, their timing, and how their actions affect the next person’s. There’s no “that’s not my job.” Just shared purpose and synchronized excellence. Whether it’s the dining team, maintenance crew, or housekeeping, every department operates in harmony. And even after long hours and thousands of guests, they serve with energy and pride because they believe in the mission: delivering an unforgettable experience. That culture doesn’t happen by chance. It’s built intentionally through training, clarity, and leadership that values ownership over hierarchy. The CPA Firm Parallel As I’ve been observing all this, I couldn’t help but draw parallels to running a CPA firm . A cruise line and a CPA firm may seem worlds apart, but they share the same success ingredients: Systems: Clear, repeatable processes that produce reliable results — tax returns, financials, reports, and client calls all on schedule. Team Coordination: Everyone understands their role and how it contributes to the client experience. Predictability: The ability to deliver on promises consistently, no matter the workload. Ownership Culture: Team members take pride in excellence, not just output. Client Experience: Every touchpoint — like every meal or conversation onboard — feels intentional and smooth. The result? Clients feel cared for, not managed. The firm runs like a well-oiled machine — even when the owner isn’t at the helm. That’s what I call operational excellence , and it’s what separates “good” firms from truly exceptional ones.

I’ve seen two kinds of firms. Firm A: The owner takes Fridays off. Client calls get answered, returns go out on schedule, and the team solves problems without panic. Firm B: The owner checks email on weekends, jumps into every review, and feels the stress build each busy season. Both owners are talented. But one built a system, and the other built a dependency. The Shift from Heroics to Systems Freedom doesn’t come from hitting $1 million in revenue. It comes from structure — repeatable excellence that doesn’t rely on you. Here’s what that looks like behind the scenes: 1. Clear promises. Every service has timelines defined and tracked. No ambiguity. 2. Strong intake. Work doesn’t begin until required documents are received and confirmed. 3. Visible flow. Smaller batches of work move continuously through clear stages. 4. Standardized excellence. Templates for deliverables, checklists for reviews, and agendas for client calls. 5. Capacity planning. Team members pull work when ready, ensuring quality over speed. 6. Proactive communication. Clients never have to chase updates — your team reaches out first. When this structure is in place, the owner’s role shifts from firefighter to conductor. A Simple Example One of my clients — a firm in Texas — used to juggle 80 open projects at once. Deadlines were tracked in spreadsheets, and email chains stretched for miles. We implemented a simple workflow board and weekly review rhythm. Within 60 days, turnaround times improved by 40%, client questions dropped by half, and the owner could finally leave for a week without worrying. That’s not luck. It’s design. How to Get Started You don’t need to fix everything at once. Start with one process — maybe client onboarding or tax return intake. Write down every step. Define who owns it. Set target timelines. Create a shared tracker. Then, meet weekly to see where things bottleneck. Small wins add up fast — and every improvement makes your firm less dependent on you. The Payoff When buyers look at a firm like this, they see stability. They see systems that scale, not an owner holding everything together. That’s what commands higher multiples — and gives you real freedom long before you ever sell. If you’re ready to turn chaos into clockwork, join me for the Exit Readiness Workshop™ — How to Double Your Firm’s Valuation and Exit on Your Terms. Save your seat → www.straighttalktransitions.com/exit-readiness-workshop

Many firm owners overestimate their firm’s value by relying on inflated SDE. Learn how to build a firm that runs without you — and attracts higher valuations when it’s time to exit.