In this episode, James Kennedy welcomes Rush Shah, founder of Modern CFO Services and fractional CFO based in California. Together they dive into the realities of building and guiding service-based businesses and healthcare organizations (like memory-care facilities and local hospitals). Rush shares lessons from 20+ years in FP&A and leadership roles and how owning his own firm reshaped his view of risk, resilience, and decision-making. They unpack pricing strategy, utilization, loan risk, and how one stressed healthcare operator transformed a dire outlook into a profitable, pay-the-bank-back-in-five-years plan.