I Don't Love This Popular Marketing Tactic

Trying to catch candidates using AI might be a losing game. In this episode, I share what I focus on in interviews instead, why the follow-up question can be the real test, and how adjusting your questions could give your firm an edge in your next round of hiring.Sponsored by Meridian, the AI operating system that helps one accountant carry a million-dollar book and still have a life. Book a demo at meridian.pilot.com/future-firm.

Marketing works best when it starts with real connection and earned trust, and one popular tactic skips right past both. In this episode, I share a message I received recently that I can’t stop thinking about, why it bothered me, and what I’d suggest doing instead. I also walk through a quick gut check you can run on any outreach before you send it.

Price might not be the whole story behind the clients you’re losing. In this episode, I share a churn chart sent in by one of my coaching clients, what the data showed once we went one level deeper, and three practical ways to respond without abandoning your pricing strategy. I also cover why early departures and long-tenured departures may be two different problems.Thanks to our sponsor, Meridian, the AI operating system for accounting firms. Book a demo at meridian.pilot.com/future-firm.

My original firm and Future Firm both grew off the back of a blog I ran obsessively, until traffic dropped about seventy percent from its peak. In this episode, I share what happened, why I’d think twice about investing heavily in blogging if I were starting from scratch today, and what I’d focus on instead so your firm can still be found.

While I was away on vacation, an accidental one-word email went out to my entire list, and it became the most engaging email I've sent in eight years of running Future Firm. In this episode, I share what happened, why it worked, and what it shows about getting noticed when everyone is numb to noise.

Being selective about who you take on is what lets you deliver on the promise you make to the clients you keep. In this episode, I explain why saying no to the wrong clients is how you end up saying yes to the right ones, how to build a filter from your best and most draining clients, and the short, respectful decline message you can start using right away.

If you're still checking email on vacation, you're not really disconnected, you're just working remotely. In this episode, I break down a practical system for taking real time off, even if your firm isn't fully owner-independent yet, including three decisions to make before you leave and a small experiment you can run before your next long weekend to see what happens.

There's a pricing trap I see firm owners fall into constantly, and it has nothing to do with lacking information. They know they need to raise prices, they have every tool to do it, and they still freeze for months.In this episode, I break down why the smartest move in that moment usually isn't the biggest possible one, and how the same pattern shows up in delegation, hiring, niching, and sales conversations.

Staying short-staffed hurts right away, and you feel it every day. A wrong hire hides in plain sight for months, quietly draining time and morale before it finally becomes undeniable.In this episode, I break down why the busiest stretch of your year is exactly the wrong time to rush a hiring decision, why attitude matters more than technical skill in almost every hire that ends up working out, and a practical way to write your non-negotiables down before the next staffing crisis hits, so pressure never gets to make that call for you.

I ask a simple question in my coaching work that almost nobody answers the way you'd expect, and what it reveals points at a hiring mistake I see constantly. In this episode, I share a real story from one of my coaching members, a simple test you can run to check whether the right person is currently in your operations seat, and what a real operations leader's calendar should actually look like.