There's a Ron Baker line I keep coming back to. He says to tell your clients: "We will undertake this engagement only if we can agree to our mutual satisfaction that the value we create is greater than the price we charge you. Is that acceptable?"
That one sentence changes the whole framing of how you price your work. And value doesn't have to mean a specific dollar savings number either. Avoiding penalties counts. Peace of mind counts. Those are real things you can factor into what an engagement is worth.
In this talk I walk through the scale of what's actually at stake right now. 300,000 accountants left the profession between 2019 and 2022. That leaves just under 700,000. Of those, only 3 to 5% are doing tax advisory work. Advisory across AICPA membership sits around 30,000 out of 300,000 to 400,000 members. The gap between where the profession is and where it could be is massive.
You don't have to be a CPA to do any of this. That's the part I find genuinely exciting.
99% of accountants have felt burnt out. That's the problem worth solving. One advisory outreach. One tool. One engagement priced on value. Small steps that build into real change.
If 300 advisors each apply this to 10 clients, that's 3,000 families whose financial picture actually shifts. That's worth showing up for.
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