Deeper Weekend 2014

Be wowed by our blog

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Choose your favorite writer

  • Adrian Simmons
    Adrian Simmons
  • Bryan Coleman
    Bryan Coleman
  • Greg Kyte
    Greg Kyte
  • guestblogger
  • Jason Blumer
    Jason Blumer
  • Jennifer Blumer
    Jennifer Blumer
  • Scott Kregel
    Scott Kregel

Greg Kyte 2How do you take a service offering that can be easily commoditized and transform it into a highly sought-after experience that customers will pay a premium for?

Great question.

You can read about how to do it in Joe Pine and James Gilmore’s book The Experience Economy, you can listen to Episode 19 of the THRIVEcast, or you can expose yourself directly to the experience economy by visiting your local CrossFit Gym.

This month I recorded a video blog where I worked out with the CrossFit fanatics to see what they’re doing right, and to try to glean some lessons that we can apply to our CPA firms. Read more

Community, CPA firm

REFM -  Adrian Photo Square - CATOB“Time is money.”

Our profession has grown up on this concept: time is money. You hear it even today. And there’s a tempting ring of truth to it. After all, if I put in time, I can make money. It doesn’t get much more simple than that, right?

But is it really the time that’s making me money? Or is it what I do in that time? And if it’s the latter, why am I tracking and selling time? What should I be tracking and selling instead? What should I conclude when I spend a lot of time, but don’t make a lot of money?

I have a theory: time is merely a tracker of value. And as the definition of value shifts, time can become a less and less accurate tracker of that value.

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Jason BlumerMaybe you don’t personally know Dolly Parton, but you do know of her, right?  I believe almost everyone in the world does.  She is a living definition of a brand.  Seth Godin defined a brand, and I believe Dolly Parton fits his definition exactly.  He said:

-a brand involves a set of expectations, memories and stories.  There are definitely certain things you expect when you are talking about Dolly Parton (some I would blush to mention in this blog post), as well as the memories of her songs and the stories you’ve heard about her.
-you will pay a premium for the brand.  You will pay a premium to see and hear Dolly’s music live.
-you will choose a brand over something else.  Obviously, Dolly Parton is not for everyone, but you have to admit that she has a cult following.

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Marketing and Branding

Jennifer BlumerThe idea of serving a niche is so counterintuitive. By choosing to focus on one segment of a market, you are saying no to others. This idea came up a few years ago in a conversation between Jason and me. (I remember where I was standing.) It scared me. Money was tight, and he was suggesting we focus ONLY on serving people in creative professions (web design and development mostly). At that point, we had only a handful of customers in that field, but they were Jason’s favorites and he wanted to serve more of them. But what about the construction companies, lawyers, dentists, veterinarians, and manufacturing customers we had at the time?

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Marketing and Branding