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Beyond the Numbers: Becoming a Trusted Advisor and Helping Business Owners Plan for the Future
Episode Summary
Are you simply providing a service to your clients, or are you becoming the trusted advisor they turn to when important business decisions arise?
In this episode of TXCPA Houston Virtual Rolodex, Kristie Ondracek sits down with Scott Pooch, a longtime 401(k) professional with a background in coaching and teaching, to explore how CPAs and other professional service providers can move beyond transactional relationships and become indispensable resources for their clients.
Scott shares insights on helping business owners prepare for the future through proactive exit planning, retirement plan optimization, employee retention, and operational improvements. They discuss why business owners often avoid conversations about leaving their businesses, how to reduce a company's dependence on its owner, and why preparing for an eventual exit can create a stronger, more valuable business today.
The conversation also highlights the importance of building meaningful client relationships, asking better questions, and providing value beyond traditional accounting and financial services. Whether you're a CPA, business owner, financial advisor, or professional service provider, this episode offers practical strategies for strengthening client relationships while helping businesses prepare for long-term success.
What You'll Learn
- Why moving from service provider to trusted advisor is essential for building lasting client relationships
- How asking the right questions can uncover opportunities to provide greater value to clients
- Why business exit planning should begin years before an owner intends to sell or transition
- How retirement plan design and optimization can support tax planning, employee benefits, and wealth diversification
- Why operational systems, documented processes, and cross-training increase business sustainability and transferable value
- How employee retention and workplace wellness contribute to stronger business performance
- Why CPAs should help clients prepare for unexpected ownership transitions—not just planned retirements
Key Leadership Insight
The true measure of a trusted advisor isn't just the quality of the work you provide. It's whether your clients think of you when they need guidance beyond your specialty.
As Scott explains, one of the best indicators of a trusted relationship is when a client proactively reaches out with a question that has nothing to do with your primary service.
Strong professional relationships are built by understanding the bigger picture, asking thoughtful questions, and connecting clients with the right resources—even when those resources fall outside your expertise.
Why This Matters
Business owners spend years building their companies, but many never stop to consider what would happen if they could no longer be involved in daily operations.
For CPAs and financial professionals, these conversations present an opportunity to deliver value far beyond tax returns and financial statements.
Helping clients evaluate their retirement plans, strengthen operational processes, retain employees, and prepare for ownership transitions can protect both the business and the owner's financial future.
Scott also introduces the five common reasons owners may exit earlier than expected: death, disability, divorce, disagreement, and disinterest.
The message is clear: Exit planning isn't just about selling a business someday. It's about building a business that can succeed without depending entirely on its owner.
As AI continues to transform professional services, the ability to provide proactive, relationship-driven advice will become an increasingly important differentiator.
About the Guest
Scott Pooch is a business planning and retirement plan professional with a background in coaching, teaching, and extensive experience in the 401(k) industry.
His work focuses on helping business owners strengthen their companies through retirement plan optimization, employee retention, operational excellence, and business exit preparation.
Through his developing Four-Lever System, Scott emphasizes practical strategies designed to improve business performance, reduce owner dependency, and maximize long-term transferable value.
Connect with Scott
LinkedIn: https://www.linkedin.com/in/scott-pooch/
Email: [email protected]
Don't Assume, Ask: The Leadership Conversations That Build Stronger Teams
Episode Summary
What if one of the most effective ways to retain your best employees takes just 15 minutes?
In this episode of TXCPA Houston Virtual Rolodex, Kristie Ondracek sits down with Julie Thiel of TTS Company, an HR professional with 30 years of experience, to discuss why strong leadership starts with meaningful conversations. While CPAs and finance professionals spend years developing their technical expertise, managing people, communicating effectively, and supporting career development require an entirely different set of skills.
Kristie and Julie explore the importance of regular one-on-one meetings, creating opportunities for honest career conversations, and helping employees take ownership of their professional growth. They also discuss how leaders can recognize potential they may not see in themselves, navigate concerns about losing talented employees, and prepare their teams for the demands of busy season.
Whether you're a firm leader, manager, emerging professional, or someone looking to take the next step in your career, this conversation offers practical strategies for building trust, strengthening relationships, and creating a workplace where people feel supported and valued.
What You'll Learn
Key Leadership Insight
Don't assume you know what your employees want or need. Have the conversation.
A high-performing employee who wanted a promotion last year may have different priorities today. Career aspirations, personal circumstances, and professional goals change.
Great leaders make time to understand those changes rather than relying on assumptions. Sometimes a simple conversation can make all the difference in retaining a valuable team member and building a stronger organization.
Why This Matters
The accounting profession continues to face challenges related to talent development, employee retention, and changing workplace expectations.
While technical expertise remains essential, the ability to lead, listen, communicate, and develop others is increasingly important.
For CPA firms, finance departments, and business leaders, investing in regular conversations can help:
And for emerging professionals, the message is equally important: your career development is a shared responsibility. Know what you want, ask questions, seek feedback, and build relationships with people who can help you grow.
About the Guest
Julie Thiel is an HR and leadership development professional with 30 years of experience in human resources. Through TTS Company, she focuses on helping professionals and organizations strengthen leadership capabilities, improve communication, and develop the people-management skills necessary for successful teams.
Julie brings practical insights into employee engagement, career development, leadership training, and building workplace relationships that support both individual and organizational success.
Connect with Julie
Website: https://thettscompany.com/
LinkedIn: https://www.linkedin.com/in/juliemthiel/
Your Network Is Human Capital: Why Relationships Matter in Business and Life
Episode SummaryTechnical knowledge can open doors, but relationships built on trust can take your career much further.
In this episode of TXCPA Houston Virtual Rolodex, Kristie Ondracek sits down with former NFL athlete, entrepreneur, speaker, and business coach Marques Ogden to talk about resilience, relationships, leadership, and the lessons he's learned through both extraordinary success and significant setbacks.
Marques shares his journey from the NFL to building a successful construction company, losing it all, and ultimately rebuilding his career after hitting rock bottom. Today, through Ogden Ventures LLC, he uses those experiences to help leaders and organizations strengthen culture, develop their people, and navigate challenges. Most importantly, he reminds professionals—especially those just beginning their careers—that education and expertise matter, but trusted relationships are an equally important investment.
What You'll LearnYour greatest capital isn't always financial capital. It can be human capital.
Education, credentials, and technical expertise are important, but careers and businesses are also built through relationships. Invest in people. Build trust. Be curious. Help others. Create a network of people you can learn from, collaborate with, and support.
Those relationships may become some of the most valuable assets you build throughout your career.
Why This MattersCPAs are trusted advisors, and trust isn't created by technical expertise alone.
Clients, colleagues, and business partners want professionals who listen, understand their challenges, communicate authentically, and build genuine relationships.
For the next generation of accounting professionals in particular, Marques' message is an important reminder: don't become so focused on earning the credential, mastering the technical skills, and advancing your career that you forget to invest in people.
Your professional network isn't simply a list of contacts. It's human capital.
About the GuestMarques Ogden is a former NFL athlete, entrepreneur, keynote speaker, business coach, corporate consultant, and founder of Ogden Ventures LLC.
After his NFL career, Marques built a successful construction business before experiencing significant financial and professional setbacks. After reaching rock bottom in 2013, he rebuilt his career around speaking, coaching, leadership development, and sharing the lessons he learned through both success and failure.
Today, Marques works with organizations across industries, customizing his programs around leadership, culture, resilience, business growth, and performance. His message combines personal experience, vulnerability, and practical strategies designed to help individuals and organizations move forward.
Connect with MarquesWebsite: https://marquesogden.com/
LinkedIn: https://www.linkedin.com/in/marquesogden/
Success is something we all strive for—but how often do we stop to ask what that success is costing us?
In this episode of TXCPA Houston Virtual Rolodex, Kristie Ondracek sits down with Roderick Jefferson, CEO of Roderick Jefferson & Associates, internationally recognized business and transformational speaker, consultant, coach, and two-time bestselling author. After decades of corporate success and surviving two strokes, Roderick brings a powerful perspective to the conversation: professional achievement should never come at the expense of your health, relationships, or the people and experiences that matter most.
Roderick shares practical ways professionals can become more intentional with their time, incorporate self-care into their schedules, be fully present, and build structure that creates more—not less—freedom. The conversation also explores work-life wellness, the importance of coaching and accountability, using AI as a business partner, and why remembering your "why" matters throughout every stage of your career.
What You'll LearnClimbing the ladder of success is amazing—but not if you lose yourself on the way up.
Leadership isn't only about achieving more. It's also about recognizing what matters, creating boundaries, surrounding yourself with the right people, and building a definition of success that includes your health and your life outside of work.
Why This MattersCPAs, finance professionals, and business leaders are accustomed to deadlines, packed calendars, high expectations, and the constant pressure to accomplish more.
But productivity without intentionality can come at a significant cost.
Roderick's message challenges professionals to think differently about success. Building breaks into the calendar, prioritizing what truly matters, delegating to the right people, and creating time to be fully present aren't signs that you're accomplishing less. They can help you become a stronger leader, colleague, advisor, and person.
And as AI creates new opportunities to work more efficiently, the question may not be simply, "How much more can I accomplish?" Instead, it may be, "What will I do with the time I get back?"
About the GuestRoderick Jefferson is an internationally recognized business and transformational speaker, CEO of Roderick Jefferson & Associates, and a thought leader in sales enablement.
Throughout his career, Roderick has held executive leadership, sales, sales enablement, operations, and customer experience roles with organizations including AT&T, Marketo, Oracle, and Salesforce. Today, his work includes fractional consulting, business coaching, keynote speaking, and helping organizations and professionals grow while creating sustainable approaches to success.
Roderick is also the author of Sales Enablement 3.0: The Blueprint to Sales Enablement Excellence, the Sales 3.0 Companion Workbook, and Stroke of Success. Drawing on his own experience as a two-time stroke survivor, he shares a powerful message about achievement, health, purpose, and the importance of asking: Success—but at what cost?
Connect with RoderickRoderick Jefferson & Associates
Stroke of Success
https://roderickjefferson.com/book
https://linktr.ee/roderickjefferson
The Future of Accounting Is Human: Leadership, Purpose and a Profession Worth Getting Excited About
Episode SummaryThe accounting profession is changing quickly—but that doesn't have to be a bad thing.
In this episode of TXCPA Houston Virtual Rolodex, Kristie Ondracek sits down with CPA and longtime profession advocate Randy Crabtree to talk about the future of accounting, the importance of people-first leadership, and why today's rapid changes create an opportunity to build a healthier and more fulfilling profession.
Randy shares his passion for addressing burnout and mental health, developing more vulnerable and relatable leaders, and helping firms define their purpose beyond the services they provide. They also explore AI, changing expectations around billable hours, the next generation of accounting professionals, and why the future may allow CPAs to spend more time doing what they do best—helping people.
What You'll LearnGreat leadership isn't about appearing to have everything figured out.
Leaders who are willing to acknowledge mistakes, share what they've learned, and ask for help become more relatable—and create environments where others feel comfortable doing the same.
Vulnerability isn't a leadership weakness. It can be one of a leader's greatest strengths.
Why This MattersAccounting professionals are navigating significant change: AI, evolving client expectations, new workforce priorities, talent shortages, burnout, and changing business models.
But those challenges also give the profession an opportunity to rethink how we work and lead.
Organizations that create people-first cultures, clearly understand their purpose, embrace technology, and allow professionals to focus on meaningful work can build stronger teams while attracting a new generation of talent.
The future of accounting isn't simply about what technology can do. It's about freeing people to do more of what humans do best—connect, advise, lead, and make an impact.
About the GuestRandy Crabtree, CPA, is a longtime advocate for the accounting profession, speaker, podcast host, and recently retired co-founder of specialty tax firm Tri-Merit.
After nearly two decades building Tri-Merit, Randy is dedicating the next chapter of his career to helping make the accounting profession the best it can be. His work focuses on mental health awareness, burnout prevention, people-first leadership, managing change, and creating healthier cultures within the profession.
He also hosts the Bridging the Gap conference, which brings together accounting professionals to share ideas around mental health, leadership, innovation, and the future of the profession.
Connect with the GuestWebsite: https://www.randycrabtree.com/
LinkedIn:https://www.linkedin.com/in/randy-crabtree-cpa-1945a67/
Your Mind Is Your Greatest Asset: Building Mental Fitness for Peak Performance
Episode Summary
In this episode of TXCPA Houston Virtual Rolodex, Kristie Ondracek sits down with Wayne Basist, founder of ESQ Mental Fitness, to discuss a topic that affects every CPA, attorney, and business professional: mental fitness.
After a successful legal career, Wayne experienced firsthand the effects of chronic stress, anxiety, burnout, and ultimately a life-changing accident that transformed his purpose. Today, he helps professionals understand the automatic thought patterns that create unnecessary stress and equips them with practical tools to respond with greater clarity, focus, and resilience.
Together, Kristie and Wayne explore how professionals can quiet the "mental chatter," improve decision-making under pressure, strengthen relationships, and create healthier workplaces—all while improving performance and personal well-being.
Whether you're navigating deadlines, leading a team, or simply trying to balance work and life, this episode offers practical strategies that can make an immediate impact.
What You'll Learn
Key Leadership Insight
Peak performance doesn't happen by eliminating pressure.
It happens by learning how to manage your response to pressure.
Leaders who strengthen their mental fitness make better decisions, communicate more effectively, and create healthier teams.
Why This Matters
Accounting and finance professionals operate in high-pressure environments where deadlines, client expectations, and constant change can easily lead to stress and burnout.
Mental fitness isn't just about personal wellness—it directly impacts:
As technology continues to automate technical work, professionals who develop emotional resilience and authentic human connection will create lasting value for both clients and organizations.
About the Guest
Wayne Basist is the Founder and CEO of ESQ Mental Fitness. A former commercial litigation and corporate bankruptcy attorney, Wayne combines his legal experience with specialized training in mental fitness to help attorneys, CPAs, and business professionals reduce stress, improve focus, and perform at their highest level.
Drawing from both personal experience and evidence-based practices, Wayne teaches professionals how to recognize self-sabotaging thought patterns, build resilience, and strengthen the mental skills needed to thrive in demanding careers.
Connect with the Guest
Website: www.esqmentalfitness.com
LinkedIn: https://www.linkedin.com/in/wayne-basist-mentalfitness/
Your Mind Is Your Greatest Asset: Building Mental Fitness for Peak Performance
Conflict Is Inevitable. Drama Is Optional: How to Resolve Conflict Before It Costs Your Business
Episode Summary
In this episode of TXCPA Houston Virtual Rolodex, Kristie Ondracek welcomes Dana Garnett, founder of The Mindful Strategy, to discuss a challenge every professional faces but few are equipped to navigate effectively—conflict.
Drawing from her unique career journey from Big Eight public accounting and corporate leadership at Coca-Cola to mediation and conflict resolution coaching, Dana shares how unresolved conflict impacts businesses, partnerships, families, and individual well-being. She explains why traditional mediation often settles disputes, while her approach focuses on achieving lasting resolution by getting to the heart of the issue.
Whether you're a CPA, business owner, firm leader, or trusted advisor, this conversation offers practical strategies for recognizing conflict early, improving communication, and preventing small disagreements from becoming costly business problems.
What You'll Learn
Key Leadership Insight
Conflict isn't the real problem.
The real problem is allowing unresolved conflict to consume your energy, decision-making, and relationships.
Strong leaders don't avoid difficult conversations—they learn how to navigate them with clarity and purpose.
Why This Matters
Conflict is expensive.
It impacts productivity, profitability, employee retention, client relationships, succession planning, and even personal health.
For CPAs and business advisors, recognizing conflict early can help clients avoid unnecessary legal costs, protect business value, strengthen partnerships, and improve long-term organizational success.
Learning how to navigate conflict isn't just a leadership skill—it's a business strategy.
About the Guest
Dana Garnett is the founder of The Mindful Strategy and a conflict resolution strategist with a unique background spanning Big Eight public accounting, corporate leadership, mediation, and executive coaching.
After beginning her career in audit and later serving in leadership roles with The Coca-Cola Company, Dana developed a proven approach that helps business owners, executives, and professionals resolve complex conflict quickly while creating lasting change.
Her work focuses on strengthening relationships, improving communication, and helping leaders navigate inevitable challenges with greater ease.
Connect with the Guest
Website: The Mindful Strategy
LinkedIn: Dana Garnett
Dana Garnett
Credentialed Advanced Mediator & Conflict Resolution Strategist
[email protected] | mindfulstrategy.com
The Influence Gap: How Great CPAs Become Great Communicators
Episode Summary
In this episode of TXCPA Houston Virtual Rolodex, Kristie Ondracek welcomes communication and presentation coach Dez Thornton to discuss a skill every accounting professional needs—but few receive formal training on: communicating with confidence.
While CPAs excel at analyzing data and solving complex problems, Dez explains that technical expertise alone isn't enough to influence clients, lead teams, or inspire confidence. Whether presenting financial statements, leading meetings, or speaking at conferences, professionals must learn how to connect with people—not just present information.
Together, they explore practical techniques for becoming a stronger communicator, including storytelling, audience connection, presentation preparation, and overcoming perfectionism. The result is a conversation packed with actionable advice for professionals at every stage of their career.
What You'll Learn
Key Leadership Insight
People don't remember every number you present—they remember how you made them feel and whether they trusted you.
The most effective leaders focus less on delivering information and more on creating meaningful connections with their audience.
Why This Matters
Today's CPAs are expected to do much more than prepare financial reports.
They advise clients, lead teams, present to boards, facilitate meetings, and explain complex financial concepts to non-financial audiences.
Developing stronger communication skills helps professionals:
As AI continues to automate technical work, human connection will become one of the profession's greatest competitive advantages.
About the Guest
Dez Thornton is a communication coach who helps business leaders, executives, and professionals close what he calls the "Influence Gap"—the space between having expertise and being able to communicate it effectively.
With more than 20 years of experience coaching leaders across multiple industries, Dez specializes in presentation coaching, executive communication, storytelling, and helping professionals connect with audiences in ways that inspire trust and action.
Connect with the Guest
Website: Dez Thornton & Associates
LinkedIn: https://www.linkedin.com/in/dezthornton/
Why Charging by the Hour May Be Holding Your Firm Back
Episode Summary
In this episode of TXCPA Houston Virtual Rolodex, Kristie Ondracek sits down with Loren Fogelman, business coach and former sports psychologist, to discuss one of the biggest mindset shifts facing accounting professionals today: moving from hourly pricing to value-based pricing.
Loren shares how many CPAs and firm owners unintentionally undervalue themselves because they were trained to connect compensation directly to time. As technology and AI continue transforming the profession, she explains why firms must rethink how they communicate value, price services, and attract high-quality clients.
The conversation explores practical strategies for building sustainable firms, raising rates with confidence, creating better client relationships, and designing businesses that support both profitability and personal well-being.
Whether you're a solo practitioner, firm owner, or accounting professional considering your next stage of growth, this episode provides actionable insight into building a business model that reflects the true value you deliver.
What You’ll Learn
• Why hourly pricing no longer aligns with today’s technology-driven accounting profession
• The difference between what firms value versus what clients actually value
• How to identify and attract higher-quality clients
• Why packaging services creates stronger client outcomes and pricing flexibility
• The “Good, Better, Best” strategy for raising rates gradually and confidently
• How value-based conversations strengthen client relationships
• Why sustainable growth requires courage—not just confidence
Key Leadership Insight
The faster and more efficient you become, the less you can charge under an hourly model.
True growth happens when professionals stop pricing based on time and start pricing based on the value and outcomes they deliver.
Why This Matters
The accounting profession is evolving rapidly through technology, automation, and AI.
Firms that continue relying solely on time-based pricing may struggle to:
Value-based pricing allows firms to build stronger client relationships, improve profitability, create sustainable workloads, and focus more on strategic advisory services rather than transactional work.
About the Guest
Loren Fogelman is a business coach and former sports psychologist who helps accounting professionals and firm owners strengthen pricing strategies, communicate their value more effectively, and build sustainable, profitable firms.
Through her coaching and consulting work, Loren specializes in helping professionals transition from time-based pricing models to value-based approaches that support both business growth and personal well-being.
Her work focuses on client-centered firms that want to increase revenue, improve client relationships, and create healthier work-life balance.
Connect with the Guest
Website: https://businesssuccesssolution.com
Resource Mentioned: https://businesssuccesssolution.com/raise
LinkedIn: https://www.linkedin.com/in/lorenfogelman/
Cryptocurrency is no longer a niche investment topic — it is becoming a growing reality for taxpayers, businesses, and accounting professionals alike. In this episode of TXCPA Houston Virtual Rolodex, Kristie Ondracek sits down with cryptocurrency tax and accounting specialist Saim Akif to break down the evolving world of crypto reporting, compliance, and blockchain innovation.
Saim shares practical insights into why cryptocurrency taxation is far more complex than many realize, especially with the rollout of new 1099-DA reporting requirements. From wallets and exchanges to cost basis tracking and self-custody transactions, he explains the risks CPAs and taxpayers face when crypto records are incomplete or misunderstood.
The conversation also explores the future of blockchain, the government’s ongoing efforts to regulate digital assets, and why accounting professionals should embrace — not fear — this rapidly evolving space.
What You’ll Learn
Key Leadership Insight
“The professionals who lean into learning emerging technologies today will be the ones best positioned to serve clients tomorrow.”
Why This Matters
As cryptocurrency adoption continues to grow, CPAs and financial professionals can no longer afford to ignore digital assets. Understanding the basics of blockchain reporting, documentation requirements, and compliance risks is essential for protecting clients, minimizing tax exposure, and staying ahead in a rapidly changing financial environment.
Guest Bio
Saim Akif is a Houston-based CPA and CFA specializing in cryptocurrency tax and accounting. He works with taxpayers and CPA firms across the country to help reconcile crypto transactions, interpret evolving reporting requirements, and navigate the complexities of blockchain-based assets. Saim is passionate about educating practitioners and simplifying cryptocurrency accounting for both clients and professionals.
Connect with the Guest
LinkedIn: https://www.linkedin.com/in/saim-akif/
SAIM AKIF CPA
Phone: (713) 451-9700
Email: [email protected]
Saim's Website https://saim.cpa
Main Website www.akifcpa.com
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