We Didn’t Start With Goals

Last week, our leadership team met for three half days. 

Our objective was simple: set our direction for the next trimester. 

At least, that’s how it started. 

 

But We Didn’t Start With Goals 

We didn’t open with targets. 

We didn’t jump into revenue numbers or hiring plans. 

We didn’t ask, “What do we want to achieve next?” 

Instead, we started by looking backward. 

 

What Actually Happened This Tax Season 

We talked through what the season really looked like. 

Where things felt smooth.

Where communication broke down.

What created unnecessary stress.

Where the team stepped up.

Where things depended too heavily on one person. 

And some of it wasn’t easy to talk about. 

We had unexpected pressure on the team this year. 

One team member had to step away to take care of a loved one.

Another shifted from full-time to part-time.

And we had to let go of a new hire who wasn’t the right fit. 

The work didn’t slow down. 

It just shifted to the rest of the team. 

 

Why That Step Matters More Than It Sounds 

It would have been easy to skip that conversation. 

In fact, most CPA firms do. 

It feels more productive to jump straight into planning. 

Set goals. Assign ownership. Move forward. 

But goals without clarity tend to fix symptoms — not the real problem. 

 

What We Were Actually Trying to Understand 

We weren’t trying to be thorough. 

We were trying to be honest. 

Because when we talk about where we want to go as a firm — especially looking ahead to 2026 — the focus isn’t just on growth. 

It’s on: 

• Creating a white-glove experience for clients
• Creating a white-glove experience for the team
• Simplifying technology and processes 

And the only way those things become real is by understanding what’s getting in the way today. 

 

A Thought for This Time of Year 

Around now, most firm owners are starting to think about what’s next. 

Not in a structured way yet. 

But the thoughts are there: 

“This year felt more challenging than it should have.”

“Something needs to change.”

“I don’t want next season to feel like that again.” 

That’s the moment where most firms move too quickly into solutions. 

Before fully understanding the problem. 

 

A Final Thought 

If you’re thinking about what comes next, don’t rush into planning. 

Start with clarity. 

What actually happened this season? 

What worked?

What didn’t?

What shouldn’t be repeated? 

Because once that’s clear, the right goals become obvious. 

And for some firm owners, stepping outside the day-to-day and thinking through that with someone else is what helps that clarity stick.