Welcome to The CFO Project Podcast, where host Adam Lean helps accountants and CFOs escape the “accountant’s trap” and build thriving, profitable firms through real-world strategies. Each week, Adam interviews industry leaders, entrepreneurs, and CFOs who share their best insights on running a business, building advisory services, and adding lasting value for clients.

In this episode, Adam is joined by Roger Knecht, President of Universal Accounting, to break down what it really takes to be a successful advisor. They explore how the accounting profession is shifting from simply reporting the past to helping clients shape the future — and how firm owners can seize this opportunity. Roger explains the two key factors that determine advisor success, why business owners care more about benefits than features, and how to overcome imposter syndrome by taking action before you feel “ready.” If you want to build confidence, connect with business owners on a deeper level, and position yourself as their trusted guide, this episode is packed with practical advice you can implement right away.