The Psychology of Pricing

Join Ed and Ron for an enlightening interview with Geraldine Carter, a consultant to CPA firms and author of the transformative book Down to 40 Hours: A Roadmap for CPAs to End Overworking Without Giving Up Revenue. Geraldine's mission is to help overworked CPAs reclaim their time and create the accounting firms and lives they've always dreamed of. Since 2016, Geraldine has been coaching CPAs, bringing a unique perspective from her experience as a client who has worked with numerous bookkeepers, accountants, and CPAs. She'll provide insights into her coaching approach and how her book offers a practical roadmap for CPAs to reduce overworking without sacrificing revenue. We'll also delve into Geraldine's adventurous spirit, shaped by guiding luxury travel adventures across all seven continents and 50+ countries, and how her experiences have enriched her coaching philosophy. Tune in to hear about her impressive athletic achievements, including marathons and an Ironman, and how she balances her professional life with living in the mountains of Idaho with her two young children.