Host John Randolph continues his thought-provoking conversation with Geraldine Carter about transforming accounting firms on Episode 20 of CPA Life. Geraldine stresses the importance of understanding what clients truly value, explaining that all too often, clients don't actually understand the product you're selling them. She also takes issue with the oft-heard refrain that "CPAs are risk-averse," arguing that in fact, CPAs take calculated risks all the time, and they take unnecessary risks through inaction. Part two of the discussion is full of big ideas to help you build a thriving and fulfilling practice.

Get the full show notes and more resources at CPALifePodcast.com