Gear Up for Growth

John Higgins: Weak Business Models Exposed | Gear Up For Growth

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AI accelerates advisory work, but only if firms rethink pricing and risk.
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Gear Up for Growth
With Jean Caragher
For CPA Trendlines

On this episode of Gear Up for Growth, host Jean Caragher sits down with John Higgins, founder and CEO of Higgins Advisory, to explore how ChatGPT and generative AI are reshaping advisory services, pricing models, and the way CPAs work.

Higgins is blunt about the opportunity—and the risk. “AI and ChatGPT-type tools can become your advisory services assistant,” he says. “They help CPAs communicate better as advisors and focus on what matters most for each client. But you can’t let them turn into a way of giving away your time.”

Gear Up for Growth spotlights the best strategies for smart and effficient growth in today’s competitive landscape. More Gear Up for Growth every Friday here.|  More Capstone Conversations with Jean Caragher every Monday | More Jean Caragher here | Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | More CPA Trendlines videos and podcasts here

For decades, CPAs have been told they need to “become more advisory.” The challenge hasn’t been belief—it’s been execution. Many practitioners equate advisory with answering questions accurately, rather than proactively guiding decisions.

Generative AI changes that equation.

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Grassi: How the Hell Did This Happen? | Gear Up For Growth

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Here’s what it takes to grow a CPA firm from zero to the Top 100—without losing your soul.

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Build a 7-figure firm in just 4 hours a week!
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Gear Up for Growth
With Jean Caragher
For CPA Trendlines

When Lou Grassi started his firm at age 24, he couldn’t afford to pay himself. There was no client base, no safety net, and no guarantee it would work.

More than four decades later, Grassi is the 56th largest accounting firm in the U.S., with $146.5 million in revenue, seven offices, 58 partners, and more than 560 employees. And yet, as Grassi tells host Jean Caragher on Gear Up for Growth, the most important lessons from that journey have very little to do with size.

They have everything to do with intention.

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In this conversation, Grassi reflects on what it takes to build a firm that grows sustainably, treats people like owners, and stays independent in a profession reshaped by private equity, talent shortages, and rapid change.

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Leesley: Your Clients Will Pay More | Gear Up For Growth

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Here’s how to label, package, and price the value you already provide.

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Gear Up for Growth
With Jean Caragher
For CPA Trendlines

“With AI, we finally have the tools to free up time for advisory, and clients are asking for it,” says Megan Leesley, director of tax at Dark Horse CPAs, during her appearance on Gear Up for Growth, hosted by Jean Caragher of Capstone Marketing.

“They want more than a tax return. They want strategic guidance, and they’re willing to pay for it.” 

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Leesley, a member of the Intuit Tax Council, recently presented at DCPA25 on transitioning from compliance to advisory, sharing practical steps to transform a traditional tax practice while increasing revenue, improving client relationships, and enhancing work-life balance. 

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Baker: Transformation Economy Will Redefine Accounting | Gear Up For Growth

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Stop “playing small ball,” and reimagine client experiences.

This is a preview. The complete episode is first available exclusively to PRO Members | Go PRO here
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Is your firm truly ready for tax season—or just hoping to survive it? Join this 90-minute webinar featuring an Accounting ARC Live panel with thought leaders who know what it takes to optimize performance under pressure. 
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Gear Up for Growth
With Jean Caragher
For CPA Trendlines

“A business model describes how you earn revenue when services are given away for free,” said Ron Baker, co-founder of THRESHOLD: A Revelation for the Transformation Economy, during his appearance on Gear Up for Growth, hosted by Jean Caragher of Capstone Marketing.

“That terrifies people, but it’s where the economy is going.” 

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Baker discusses the profession’s next major evolution: the transformation economy, where firms no longer compete on services, scope, or efficiency, but on their ability to change lives.

He argues that CPAs are uniquely positioned to guide clients through lasting financial and personal transformation. CPA value will shift from work performed to life and business outcomes: healthier, wealthier, wiser clients living with meaning.  

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Meihaus: The Courage to Say “Enough” at the Top | Gear Up For Growth

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Partners who cap their own comp can solve staffing, retention, and motivation in one bold move.

This is a preview. The complete episode is first available exclusively to PRO Members | Go PRO here
Originally published Sept. 4, 2025.
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Gear Up for Growth
With Jean Caragher
For CPA Trendlines

When public accounting firms talk about “leadership challenges,” the conversation often turns into a soft focus on communication styles or vague culture issues.

Michael Meihaus goes straight for the hard truths.

On Gear Up for Growth, hosted by Capstone Marketing president Jean Caragher, Meihaus—owner of Meihaus CPA in Escondido, California—lays out the structural leadership failings he sees across the profession: outdated ownership models, harmful work expectations, broken incentives, and leaders who resist change because the current system works for them, even as it burns everyone else out.

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Get her best-selling handbook, The 90-Day Marketing Plan for CPA Firms, here | More CPA Trendlines videos and podcasts here

“It’s simply that we don’t change unless we have to,” he tells Caragher. In a profession that’s been “stable, profitable, successful” for decades, too many people at the top have little incentive to transform how firms actually operate.

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Majchrzak: Marketer-Turned-CEO Redesigns the Modern CPA Firm | Gear Up For Growth

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Collaboration, transparency, and independence drive BeachFleischman’s growth.

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Is your firm truly ready for tax season—or just hoping to survive it? Join this 90-minute webinar featuring an Accounting ARC Live panel with thought leaders who know what it takes to optimize performance under pressure. 
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Gear Up for Growth
With Jean Caragher
For CPA Trendlines

When most people picture a CPA firm CEO, they don’t envision a former marketing director in the big chair.

That’s exactly what makes Eric Majchrzak worth listening to.

Majchrzak, CEO and Principal of BeachFleischman—Arizona’s largest locally owned CPA firm and a Top 200 firm in the U.S.—has been named multiple times to Accounting Today’s “Top 100 Most Influential People in Accounting” and is an Association for Accounting Marketing Hall of Fame inductee.

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On Gear Up for Growth, hosted by Capstone Marketing president Jean Caragher, Majchrzak pulls back the curtain on how his growth-minded, marketing-first lens is reshaping BeachFleischman’s strategy, culture, and business model—and what other firms can steal from that playbook.

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Steffen: Leadership Is About Energy, Not Tenure | Gear Up For Growth

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When you’re too tired to lead, step aside.

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Gear Up for Growth
With Jean Caragher
For CPA Trendlines

“Leaders who realize they’re too tired to keep managing change should recognize that it might be time to transition to somebody who has that energy,” says Carrie Steffen, CEO of the Iowa Society of CPAs, during her appearance on Gear Up for Growth, hosted by Jean Caragher of Capstone Marketing. “The longer you hang on when you don’t have the energy for change, the more of a disservice you’re doing, not only to your firm, but to the profession as a whole.”   

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In addition to highlighting self-awareness as a key leadership skill, Steffen offered valuable insights for CPA firm leaders navigating today’s dynamic environment. 

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Barnes: Redefine Your Career from Within | Gear Up For Growth

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Growth doesn’t always mean moving on—it can mean moving deeper.

This is a preview. The complete episode is first available exclusively to PRO Members | Go PRO here
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Is your firm truly ready for tax season—or just hoping to survive it? Join this 90-minute webinar featuring an Accounting ARC Live panel with thought leaders who know what it takes to optimize performance under pressure. 
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Gear Up for Growth
With Jean Caragher
For CPA Trendlines

“I love Smith + Howard, and I loved marketing, but I didn’t think I was the person for that role anymore,” says Julie Barnes, chief of staff of Smith + Howard, during her appearance on Gear Up for Growth, powered by CPA Trendlines, and hosted by Jean Caragher of Capstone Marketing. “I didn’t want to leave; I wanted to do something different. I wanted to be valuable to the firm and create value in whatever role I landed in.” 

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Barnes shares how her 30-year journey at the firm has evolved through initiative, transparency, and a culture that supports growth from within. 

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Pirolli: You Can’t “Declare” Independence — You Have to Earn It | Gear Up For Growth

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Firms that want to stay independent must transform how they operate, lead, and plan for succession.

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Gear Up for Growth
With Jean Caragher
For CPA Trendlines

“The problem that a lot of firms have is they just don’t pay attention to what succession really is until they get to the last few years,” explains William “Bill” Pirolli, executive vice president of firm services at Succession Institute, LLC, on Gear Up for Growth, hosted by Jean Caragher of Capstone Marketing. “It has to happen all throughout the lifetime of the firm in order to be properly established at the end.” 

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Pirolli, a former AICPA Chair and longtime CPA firm partner, emphasizes that succession planning must begin on day one, not five years before retirement. He cautions that too many firms wait until it’s too late to build future leaders or transfer client relationships effectively. 

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Call and Geraci: Future-Proofing Without P.E. | Gear Up For Growth

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Reserves, credit lines, and leadership pipelines fuel expansion.

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Gear Up for Growth
With Jean Caragher
For CPA Trendlines

“Fiercely independent isn’t a strategy, it’s a stance,” says John Geraci, managing partner of LGA CPAs & Advisors. “To truly remain independent, firms must be strategic about how they differentiate themselves, understand the threats posed by private equity, and have the conviction to invest in their people and future leaders.” 

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Geraci and Jeff Call, managing partner of Bennett Thrasher, were guests on Gear Up for Growth, hosted by Jean Caragher of Capstone Marketing.  

As private equity continues to reshape the accounting profession, both leaders agree on two critical factors for firms choosing to remain self-owned: independence must be intentional, and culture is the ultimate differentiator. 

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