The Firm

In a rapidly evolving profession, how can accountants stay ahead of the curve? 

In this episode, David Boyar, General Manager of ChangeGPS, shares his journey from virtual CFO to an industry leader, offering invaluable insights on innovation, leadership, and career ownership.

David opens up about the challenges accountants face today, the importance of building community, and why taking risks is essential for growth. He also shares what the integration of ChangeGPS into the Access Group means for the future of accounting technology.

Whether you’re running a practice, navigating your career, or simply looking for fresh inspiration, this conversation will challenge you to think differently about your role in the accounting world. 

Ready to take control and lead the way in your profession?

💡 “Unless you take control of what’s happening to you, it’s never going to get better.” 💡

#AccountingInnovation #ChangeGPS #LeadershipTips #AccessGroup #AccountingTech #AccountantsJourney #ProfessionalGrowth #BookkeepingBusiness #CareerSuccess

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In this debut episode, host Trent McLaren sits down with Electra Frost, a pioneering Web3 accountant and founder of ElectraFi, to explore how blockchain and decentralised technologies are transforming the accounting profession. From her unexpected journey—from punk rock drummer to crypto tax expert—to living on an island at the forefront of the Network State movement, Electra shares a radically new perspective on the role of accountants in the digital age.

Whether you're crypto-curious or Web3-wary, this episode lays the foundation for how accountants can reclaim their role as advocates, educators, and infrastructure builders in an increasingly decentralised world.

• Web3 isn’t just tech—it’s a values shift. Decentralisation isn’t a buzzword. It’s a redesign of trust and how we collaborate, and accountants are uniquely positioned to lead.
• Blockchain is accounting tech. Electra believes Bitcoin is the “ultimate accounting ledger”—accountants just haven’t realised it yet.
• Your clients are already in Web3. If you’re not asking the right questions about crypto use, you may already be behind.
• CPD is broken—open source is the future. Electra’s building tools like CREDU to put verifiable expertise and credentials on-chain.
• Digital accountants need to evolve. Cloud tech is table stakes. If you’re not learning blockchain and crypto, you’re no longer ahead.
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Electra Frost is a Web3 accountant, educator, and founder of ElectraFi, a practice specialising in crypto tax, blockchain-based business models, and digital asset strategy. An early adopter of Bitcoin since 2013, Electra now consults with firms and founders at the frontier of decentralised finance.

She’s also the founder of CREDU, a blockchain credentialing platform for CPD, and a cohort member at The Network School, where she explores the intersection of accounting, digital sovereignty, and reputation on-chain. Through her initiative Bit by Bit, she’s helping accountants globally map Bitcoin principles to their own skillsets—and step confidently into the future.

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How do you build a successful client advisory service from the ground up? In this episode of Mastering CAS, Trent sits down with David Ross, CEO of Direction Staffing Solutions, to break it all down.

David shares practical insights on choosing your advisory “flavour,” implementing low-risk offerings, and scaling strategically. They discuss why advisory isn’t just about tech, how to uncover client needs, and why modern accountants need to embrace marketing and CRM systems.

If you’re an accountant or bookkeeper looking to transition into advisory or improve your existing services, this episode is packed with actionable tips to help you start small and scale big.

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Kieran James catches up with Kelvin Gieck as they dive into the hard truths about scaling a professional services firm and why many owners unknowingly become the bottleneck in their own business. From adopting EOS to developing leadership at every level, Kelvin lays out a practical, founder-tested approach to building a resilient, values-aligned accounting firm that doesn’t rely on you for every decision.

• Most accounting firms don’t scale—they stretch. Growth without systems leads to burnout, not freedom.
• EOS gave the team structure, language, and alignment. Implementing tools like Rocks, Scorecards, and Vision/Traction Organizer (V/TO) was a game changer.
• Delegate outcomes, not tasks. You can’t scale if you’re the one solving every problem.
• The leadership team is everything. Train people to lead so the firm isn’t solely dependent on you.
• Values must be operational. Your core values should drive hiring, firing, and daily behaviour—not just live in a handbook.

Kelvin Gieck is the co-founder of TwentyEighty, a modern Canadian accounting and advisory firm focused on helping entrepreneurs grow with confidence. A Chartered Financial Analyst (CFA) by training, Kelvin blends deep financial expertise with a passion for operational excellence.

Through his EOS journey, Kelvin has transformed TwentyEighty into a values-led, system-driven firm that empowers its people and scales without chaos. He’s also a speaker and advocate for helping other firm owners adopt better tools, habits, and mindsets for growth.

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In this episode of Traction Talks, Kieran James (CEO of Stride Accountancy) chats with Kelvin Gieck CFA, founder of TwentyEighty — a fractional finance firm based in Calgary, Canada. Together they dive deep into the Vision component of EOS (Entrepreneurial Operating System) and what it means to build a business that runs without relying solely on the founder.

Kelvin shares how the journey of implementing EOS—his own way—was a turning point in shifting from burnout and chaos to clarity and sustainable growth. He opens up about blending personal vision with business strategy, using tools like vivid visioning, Colby assessments, and accountability charts to create structure while still leading with purpose.

Whether you're an EOS purist or just trying to build something that doesn’t break you, this episode is a raw, practical look at mastering vision as a business owner.

✅ You don’t need to follow EOS by the book to benefit from it—adapt it to suit your strengths

✅ Vision isn’t just a sentence—it’s a story that drives culture, hiring, and long-term growth

✅ Founders often are the vision—especially in the early years—and that’s okay

✅ Tools like vivid vision, lifeline exercises, and eulogy writing can unpack personal clarity

✅ Balancing visionary chaos with systems and integrators is crucial for scale

✅ Creating a clear, compelling vision helps attract and retain great people

💬 “We’re truly running a business now, not just me flaming out with two admins.”

💬 “Your business should serve you. If it’s not, you’ve got it backwards.”

💬 “Even if EOS feels heavy, the foundation is solid: have a plan, and follow through.”

💬 “For smaller firms, the founder’s personal vision and the business vision are often the same.”

💬 “Once the vision was clear, the rest of the business started falling into place.”

Kelvin is the founder of 2080, a fractional finance firm based in Calgary, Alberta. His team supports small and mid-sized businesses with bookkeeping, compliance, tax, managerial accounting, and high-impact advisory services including fractional CFO and controllership work. With 11+ years of experience and a strong belief in structured growth, Kelvin has built 2080 from 3 to 16 people in just a few years. He’s passionate about helping business owners gain clarity, build sustainable systems, and create companies that work — even when they’re not in the room.

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In the first episode of Traction Talks, Kieran James sits down with Kat Wellum-Kent to unpack the fundamentals of EOS (Entrepreneurial Operating System) and why it’s such a powerful framework for accounting firms. Kat shares how she implemented EOS from day one of starting her firm, and why she believes every firm — no matter the size — can benefit from it. They touch on all six core EOS components (Vision, People, Data, Issues, Process, Traction) and discuss how EOS has helped them structure teams, prioritise goals, and grow with clarity.

• EOS is a business framework that brings structure, clarity, and alignment — for you and your team.
• You don’t have to “do it all” to get started. EOS can be applied in phases.
• Meeting cadence, scorecards, and issue solving help create rhythm and accountability.
• “Right person, right seat” is critical for team success — and makes tough decisions easier.
• EOS isn't just for big firms. Kat implemented it with a two-person team.
• The biggest challenges ahead? People and AI. EOS helps you build resilience for both.

Kat Wellum-Kent is the Founder of Fractional, a UK-based advisory firm delivering part-time CFO support to scaling businesses. After launching in 2023, Kat implemented EOS from day one to help structure her firm with clarity, purpose, and growth in mind. She’s passionate about helping businesses scale intentionally — and using EOS to make it happen.

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Episode Summary:

In the debut episode of Master Client Advisory Services (CAS), Trent McLaren sits down with David Ross, a seasoned accountant and business coach, to explore why advisory services often fail. They tackle the myth of “plug-and-play” advisory software and reveal the real reasons firms struggle to launch and scale these services. Packed with actionable insights and hard-earned lessons, this episode is your guide to breaking free from tech dependency and mastering the fundamentals of advisory success.

Key Takeaways:

✅ The critical importance of client segmentation and understanding your firm's strengths before diving into advisory.

✅ Why relying solely on software creates “shelf-ware” instead of sustainable client solutions.

✅ The art of listening: How meaningful client conversations uncover true advisory opportunities.

✅ Steps to design a foundational process for advisory services that aligns with your client base and skillset.

✅ The value of piloting advisory services and starting small to scale successfully.

Notable Quotes:

• "Advisory gets a bad name because people jump in without planning – it’s not a light switch you can just flip on." – David Ross
• "If you don’t align your client base with your advisory offerings, you’re setting yourself up for failure." – David Ross
• "Tech dependency is holding firms back; the real value lies in strategy and client conversations." – Trent McLaren

Guest Bio:

David Ross is a Chartered Accountant with over 26 years of experience, a business coach, and the founder of Super Coach. After growing and managing his own accounting firm, David pivoted to helping accountants and bookkeepers break through the barriers of delivering advisory services. His innovative Super Firm model has helped countless professionals redefine their approach to client strategy and scale their advisory offerings effectively. David is passionate about helping firms unlock their full potential through strategy, coaching, and practical frameworks.

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In this episode of Statement Brand with Chad Barnier, we explore how accountants can embrace TikTok and personal branding to elevate their firms with Natalie Lennon, founder of Two Sides Accounting. Natalie shares her evolution from a traditional accountant to a TikTok trailblazer with over 22,000 followers, a thriving firm, and a waitlist of ideal clients. Through candid conversations, Natalie reveals how to overcome the fear of being cringey, connect authentically with your audience, and leverage social media to grow your business.

Whether you're starting from scratch or looking to refine your online presence, this episode is packed with actionable advice for accountants and bookkeepers eager to modernise their marketing strategies.

✅ Why TikTok is a must for accountants – It’s not just for dancing; it’s a platform to authentically connect with your ideal clients.

✅ Crafting a personal brand that resonates – Be authentic, embrace what makes you unique, and create content that speaks to your target audience.

✅ Overcoming imposter syndrome – Natalie shares how even seasoned professionals can feel self-doubt and how to push through it.

✅ Consistency and strategy are key – From identifying ideal clients to repurposing content, learn how to create a social media strategy that works.

✅ Engagement drives results – Networking, engaging with peers, and responding to your audience can transform your content’s impact.

• “Even the cringiest video can connect you with your ideal client—just start and embrace the awkwardness.”
• “If your audience doesn’t see you seven times, they might never remember you. Consistency is everything.”
• “People buy from people they know, like, and trust. TikTok is an authentic way to build that trust.”
• “Your personal brand is your vibe. Don’t try to be someone else—lean into who you are.”
• “When clients meet with me, they already feel like they know me, thanks to social media.”
• 
  

Natalie Lennon is the founder of Two Sides Accounting and Two Sides Academy, where she mentors accountants to embrace authenticity, challenge traditional norms, and build the firms of their dreams. With over 20 years of experience, Natalie combines technical expertise with modern marketing strategies to help clients work smarter, not harder. She’s also a TikTok sensation with 22,000 followers, known for her approachable and fun approach to accounting.

Connect with Natalie:

• TikTok/Instagram: @NatLeno
• LinkedIn: Natalie Lennon
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Tune in to Statement Brand with Chad Barnier for more inspiring conversations that empower accountants to grow, thrive, and embrace the future of the profession!

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Episode Summary

In this episode, Jason Robinson, Director of Future Advisory and host of The Numbers Game Podcast, shares invaluable insights on personal branding, niching, leveraging customer feedback, and using Net Promoter Scores (NPS) to transform accounting firms. Jason reflects on his journey in the accounting space, his work with Xero and CPA Australia, and his thoughts on the evolving role of accountants as trusted advisors. Tune in to learn how to elevate your firm’s performance and create lasting client relationships in a competitive industry.

✅ Personal Branding as an Accountant

Jason emphasizes the power of personal branding, encouraging accountants to showcase their expertise and passion through content, presentations, and community engagement.

✅ Niching for Success

Specialising in a specific industry or client type allows firms to speak directly to their audience’s needs, creating stronger connections and driving growth.

✅ Leveraging NPS for Improvement

Net Promoter Scores are more than metrics—they’re tools for identifying strengths, weaknesses, and growth opportunities by listening to client feedback.

✅ Dealing with Negative Feedback

Jason reframes criticism as a gift, urging firms to detach ego from feedback and use it as a tool for continuous improvement.

✅ Consistency in Content Creation

From podcasts to blogs, Jason underscores the importance of regular, quality content to build raving fans and establish thought leadership.

• “Feedback is a gift. Even tough critiques offer the chance to get better.”
• “If you’re going to build your personal brand, you need to know your purpose and be willing to put in the work.”
• “Niching makes marketing easy. When clients feel you understand their pain points, they’re more likely to trust you.”
• “The more we uplift each other as accountants, the more we can elevate the entire industry.”

Jason Robinson is the Director of Future Advisory, a progressive accounting firm specialising in helping businesses thrive through expert advisory and financial services. He is also the co-host of The Numbers Game Podcast, where he shares practical insights for business owners and professionals. With over six years on Xero’s Partner Advisory Council and recent election as Chair of CPA Australia’s Public Practice Committee, Jason is a recognised leader in the accounting industry. His passion for innovation, client success, and uplifting the profession shines through in everything he does.

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Episode Summary

In this episode of Statement Brand, Andrew Van De Beek and Chad Barnier delve into the power of authenticity in personal branding. They discuss how staying true to oneself is key to building a brand that resonates deeply with others, emphasising that personal branding should prioritise value and human connection rather than trends. Sharing personal stories, Andrew and Chad highlight the importance of "thought contribution" over "thought leadership," explaining how intentionality, feedback, and staying aligned with your values create sustainable success. They also touch on measuring the ROI of personal branding efforts and leveraging different platforms for maximum impact.

Key Takeaways

• Embrace Authenticity: Personal branding starts with being true to yourself and your values, rather than following industry trends or trying to fit a mold.
• Value Over Self-Promotion: Focus on contributing meaningful insights rather than positioning yourself as a "thought leader."
• Seek Honest Feedback: Understanding how others perceive you—through feedback from friends, family, and colleagues—can enhance your brand's authenticity.
• Intentionality and Consistency: Show up consistently with intention to build a lasting brand that delivers real impact.
• Measure and Adapt: Keep track of the ROI of personal branding efforts to understand what resonates and adapt accordingly.
• Platform Strategy: Tailor your approach to each platform, including social media, podcasts, and in-person events, to maximise engagement.

Notable Quotes

• "Just be yourself; everyone else is taken."
• "Don’t try to be everything for everyone. Be everything for someone."
• "Authenticity isn’t about being divisive; it’s about being decisive in what you stand for."
• "Rising tide lifts all boats."
• "I’d like to use these words as I give you permission to hold me accountable to the actions that I’m trying to achieve."

Guest Bio

Andrew Van De Beek FCA is the founder and director of Illumin8, an innovative accounting firm that focuses on purpose-driven work and authentic client relationships. Known for his forward-thinking approach to accounting, Andrew champions personal branding and encourages professionals to stay true to their unique identities. A sought-after speaker and thought leader in the accounting industry, he advocates for a human-centered, relationship-based approach to business and client service.

Website: https://thefirm.media/podcast-episode/stop-faking-it-how-authenticity-builds-the-strongest-personal-brands/

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