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Accounting Firm Culture & Brand Tips: Joe Woodard
Episode 213th July 2022 • Accounting Talent Podcast • Rob Brown (Accounting Influencers Roundtable - AIR)
00:00:00 00:37:31

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On behalf of the Accounting Influencers Broadcast Network, this is the "Influencers in Accounting" show, going live every Wednesday. Subscribing gets you deep dive interview with top authors, leaders, thinkers and performers in the accounting and fintech world. They're all 30mins max so you can digest them 'on the go'.

Episode 2. In today's interview, "Accounting Firm Culture & Brand Tips: Joe Woodard."

As an author, consultant, business coach, and national speaker, Joe has trained over 125,000 accounting and business professionals in areas of practice development, changing technology trends, strategic consulting, and how to maximize the use of accounting software in their practices. He is the host of Woodard Institute, Woodard Alliance and one of the world's leading training conferences for small business advisors called Scaling New Heights(R). In 2012 and 2014-2021 Joe was recognized by Accounting Today as one of the Top 100 Influential People within the accounting profession.

He regularly publishes articles for Intuit publications and for Insightful Accountant, and Joe has been featured repeatedly in Accounting Today and AccountingWEB in both articles and in video interviews. Joe is the CEO of Woodard Events, LLC which provides education, coaching, resources, and a community for small business advisors and small business owners within the accounting industry.

In this interview with Rob Brown, Joe speaks with passionate authority about what a disruption proof firm looks like as we emerge from the covid pandemic. He explains what a true cloud accounting firm looks like, and the main disrupters that are making many firms irrelevant or commoditised.

Joe dives into the term advisory, shares why CPAs and accountants miss the mark and why they haven't been good custodians of the trusted advisor label. He shows how accountants misinterpret the word 'trusted' and highlights the talent problems coming up for accounting as the boomers move up and out.

Joe speaks passionately about what has stopped CPA firms competing and future proofing as well as they could have. If you want to know whether accountants should think more like entrepreneurs or the other way round, Joe has the answers.

The blurred lines between bookkeepers and accountants is also explored by Joe, who gives an excellent analogy in how doctors and nurses look after their patients. He finishes with practical advice for accounting firms who want to defend the brand of the profession, the culture of their firm and the impact of disruption on their business.

All these goodies and more - Joe's interview has exceptional content for those accountants and firms who want to move from good to great.


Key takeaways from this episode include:

❃ the major facets of an accounting firm that aspires to become disruption proof

❃ why 'advisory' is such an unclear term for both accountants and their business clients

❃ the need for accountants and CPAs to be business coaches even more than advisors

❃ shout out to top culture book "The Advantage: Why Organizational Health Trumps Everything Else in Business" by Patrick Lencioni

❃ what Disney can teach accountants and CPA firms about culture by talking about vision, mission and purpose

❃ the conflict all accounting firm websites have in trying to attract new business and new staff

❃ what accounting practices should lead with when it comes to website messages and brand statements

❃ why fast food chain 'chick-filet' never have a problem recruiting and retaining staff

❃ suggestions for accounting firms who want to differentiate themselves in the marketplace

❃ what 'flipping the script' with accounting firm marketing brands means in attracting new business

❃ case study of Aprio accounting firm in Atlanta, Georgia and how they upgraded their brand across 800 staff from a 100 year old name

❃ what's wrong with the traditional CPA or accounting qualification and career model

❃ why the best person to run an accounting firm might not be a CPA or qualified accountant

❃ what puts culture and brand perception at the top of the agenda for the accounting professional at large

❃ the vital role of fractional CFO services in the accounting firm offering

❃ how everybody in the accounting practice at every level has a vital role to play in culture and brand

❃ top retention tip for accountancy firms in today's war for talent (tip - it involves the values of the firm)

❃ the four different kinds of values that accounting practices must nail to develop a strong internal culture and external brand

❃ examples of core values that accounting firms could build their culture around

❃ how an individual accounting professional can be congruent with their personal values and their firm's values

❃ the most exciting thing coming up in the accounting profession - the Holy Grail of technology and advisory

❃ the advantages to be gained by accountants of focusing on the outcomes and results they create for their clients

Fun facts about Joe: he is a proud unashamed Star Trek nerd and has even been to conventions! He has Bachelor’s degree in Classical Greek language and can play all the classical hits on piano. He is also an army Vet. Connect with him here:

@joewoodard and @WoodardCompany on Twitter

You can also check out this interview on youtube:


A reminder of 5 great shows in the Accounting Influencers Broadcast Network:

Success in Accounting - MONDAYS. Our flagship main show featuring panels, highlights, combinations, panels, topics, live interviews and best ofs.

Insights in Accounting - TUESDAYS. The best news, analysis, commercial awareness, news under microscope, podcast mentions and recommendations.

Influencers in Accounting - WEDNESDAYS. Deep dive 1-1 interviews with leaders, experts, influencers from around the world.

Best Practice in Accounting - THURSDAYS. Practice development, growth, management, consulting, examples, stories and practical here's what works stuff for accountants, bookkeepers and the fintech/software people who serve them.

UK Matters in Accounting - FRIDAYS. A UK focused show featuring UK related topics, news items, events and interviews.

Find them all on your preferred podcast app, platform or channel. Thanks for subscribing, sharing and listening!


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About Talent in Accounting

Welcome to Talent in Accounting, one of the world's leading podcasts in this genre, with several spinoff shows. Our focus now is on talent, a significant challenge for the accounting world. We interview experts, influencers, and leaders on various aspects of talent, from culture to leadership, mental well-being, and more. With over a thousand listeners, we appreciate your support and encourage you to share the show. If you know potential guests with valuable insights on talent, please contact me on LinkedIn. We're also seeking sponsors interested in talent and the accounting finance space. This is an excellent opportunity to showcase your brand and share key messages. Subscribe to our main show, Accounting Influencers, for brilliant interviews with top leaders and influencers in accounting and FinTech. Join our community for virtual speed networking sessions every two months, connecting accounting, finance, and tech professionals worldwide. Please register for our next event at Stay competitive, relevant, and informed about all things talent in Accounting with us!




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