How Catrina Craft Thinks About Money vs. Wealth

Making money and building wealth are not the same skill. Catrina Craft works with founders on the gap between them.

Catrina M Craft, CPA is the founder of Craft Money Map, where she helps seven-figure-plus professional service firm founders build proactive, year-round tax and wealth strategy instead of once-a-year filing. She spent more than 20 years specializing in advanced tax strategy after asking a top strategist, early in her career, to teach her everything they knew. Kenny and Catrina talk about the difference between chasing revenue and building wealth, why she thinks of herself — and the founders she works with — as performers who need real off-seasons, and the unspoken thoughts about money that most founders never say out loud, even to the people closest to them.

Chapters

00:00 Meet Catrina Craft

01:33 The CEO reset

03:28 Leading like a performer

05:54 Why past success isn't enough

10:11 What founders don't say out loud

15:32 Business is a sport

20:53 Build seasons of rest into your business

29:10 Money vs. wealth

34:07 One step in the next 24 hours

35:52 Where to find Catrina

What You'll Learn

• Why revenue and wealth are two different goals, and how to start treating yourself as the "CEO of your wealth journey" instead of just the CEO of your business

• How Catrina reframes herself — and the founders she works with — as performers, and what that actually changes about how she plans her week

• Why leaders need real off-seasons, and how Catrina's own coach takes a 40-day sabbatical every year while her team runs the business

• The unspoken thoughts founders carry about money that they rarely say out loud, even to a spouse or a coach — and why naming them matters

• A free, low-cost first step toward thinking like a high performer: find a mentor to study, even one you never get to meet

About Catrina Craft, CPA

Catrina M. Craft once walked up to one of the top tax strategists after a conference and said, “I want to learn everything you know” — then spent the next 20+ years doing exactly that, building the financial infrastructure the wealthiest 1% actually use.

Her superpower is spotting the strategies most CPAs and business owners miss entirely: proactive, year-round planning instead of once-a-year filing.

Today she's the founder of the Craft Money Map®, where she helps seven-figure-plus professional service firm founders use those same strategies to grow their wealth.

Catrina Craft Resources

Website: https://www.catrinamcraft.com/

LinkedIn: https://www.linkedin.com/in/catrinamcraft/

Instagram: https://www.instagram.com/catrinamcraft/

Facebook: https://www.facebook.com/catrinamcraft1

YouTube: https://www.youtube.com/@catrinamcraft7801

Listen on Other Platforms

Apple Podcasts: https://podcasts.apple.com/us/podcast/how-leaders-think-with-kenny-lange/id1434737807

Spotify: https://open.spotify.com/show/2wKtzb6KaF1vNlG9TsZkzh

Amazon Music: https://music.amazon.com/podcasts/b13c5d64-50db-4626-9685-c356116ec54b

YouTube: https://www.youtube.com/@KennyLange/podcasts

Website: https://howleadersthink.kennylange.com/